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Attachments 2011 09_27


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My Project is basically on “rafhan maize ”, a multinational company and it one unit also operating in Pakistan.
In this project I discussed a detailed overview about rafhan maize, its potential in the market. About the food industries in Pakistan, a detailed discussion is also done on rafhan maize, its setup in Pakistan, Total investment, Market share, Environmental analysis, Advertising campaign, Distributing channels, its competitors, Coverage, Key strength, Business Team, Investors, and Its future plan.

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Attachments 2011 09_27

  1. 1. Organization:
  2. 2. Rafhan Maize Product Co Ltd.Name: Ishfaq AhmadVU ID: Mc090203737Submission Date: 09 August, 2010.Virtual University of Pakistan
  3. 3. Respected Sir,
  4. 4. I applied for internship in the organization on April 29, 2011 but, due to officeformalities and red-taps they started my internship on June 20, 2011 which will end onAugust 19, 2011. I will submit my internship completion letter till August 21, 2011. Kindly accept my internship report and save my precious six months.Thanks.
  5. 5. DedicationI dedicated my works to my respectable beloved parents whose efforts and prayers makeme this stand-step in my career.
  6. 6. AcknowledgementI would like to acknowledge benefited information, help, material and guidance from:  Sir Mahmood Hussain Butt (Sales Account Assistant)  Sir Adnan Akram (Sales Executive)  Sir Farooq Ahmad (Senior sales officer)  My seniors in the sales and marketing department who make me well trained in the department as well as in the organizational basic structure.
  7. 7. Executive SummaryMy Project is basically on “Rafhan Maize Products Co Ltd”, which is affiliate under“Corn Products International” (CPI). CPI is a multinational company having more than37 branches in 6 continents over the world.In this project I discussed a detailed overview about Rafhan Maize; it was based in 1953by Mian Muhammad Shafiq Mannu. In 1963 it became the subsidiary of Corn ProductsInternational. In 1988 the company registered as public limited company. The companyhas the monopolistic competition in the country. The company produces the starches,Glucose, animal feed ingredients, and Crude Oil. The organization hasdepartmentalization structure. I also discussed potential in the market. Organizationalhierarchies chart its departmentalization the company Annual report 2010. My internshipplan, department of internship in the organization is mentioned. Sales procedure and salesreturn procedure. Tasks assigned to me Total investment, Market share, Environmentalanalysis, SWOT Analysis, Advertising campaign, Distributing channels, its competitors,Coverage, Key strength, Business Team, Investors, and Its future plan etc.
  8. 8. Table of ContentsSerial Description Page Number Scanned Copy of Letter of Undertaking 3No Requist for Report Approved 4 Dedication 5 Acknowledgement 6 Executive Summery 7 01 Overview of the Organization 12 i. History of the Organization 12 ii. Nature of the Organization 12 iii. Product Line & Portfolio 17 iv. Clients list of Rafhan Maize Products 21 v. List of Main Competitors 21 02 Organizational Structure 22 i. Hierarchy Chart 22 ii. Number of Employees 22 iii. Introduction of Departments 23 iv. Comments on Organization’s structure 24 03 Plan of Internship Program 24 i. Introduction of branch 24 ii. Starting and Closing Dates 25 iii. Names of Departments 25 04 Training Program 25 i. The Operations of the Department 25 ii. Tasks Assigned to me 28 05 Structure of Marketing Department 29 i. Department Hierarchy 29 ii. Number of employees in Marketing Department 29
  9. 9. iii. Marketing Operations 2906 Functions of Marketing Department 32 i. Segmentation Strategy 32 ii. Target Market Strategy 32iii. Product Planning, Development and Management 33iv. Positioning 34 v. Pricing Strategy 34vi. Distribution Strategy 35vii. Promotional Strategy 3507 Structure of Sales Department 36 i. Department Hierarchy 36 ii. Number of Employees in Sales Department 36iii. Sales Operations 3608 Functions of Sales Department 37 i. Sales Methodology 37 ii. Types of Selling 37iii. Sales Return Procedures 3809 Customer Service Department 38 i. Process of Developing Relations with Customers 38 ii. Techniques of Retaining Customers 39iii. Techniques of Attracting New Customers 39iv. Ways of Handling different kinds of Customers 4010 Critical Analysis 4011 SWOT Analysis 4112 Conclusion 4213 Recommendations for Improvement 4214 Research Methodology 43
  10. 10. Rafhan Maize Products Company Ltd., is located at Faisal Abad, about 1100 kilometersnorth of Karachi, in Pakistan. The Company processes thousands of tons of corn everyyear to produce high quality food ingredients and industrial products. Rafhan Maize is thepioneer in producing diversified type of starches and sweeteners for multiple applicationsin more than 50 types of industries. VisionTo be the Premier Provider of Refined Agriculturally Based Products and ingredients inthe Region.
  11. 11. Mission StatementTo grow business consistently through positive relationship with customers to attain fullcustomer satisfaction and to bring continual improvement by adopting only thosebusiness practices which add value to our customers, employees and shareholders. Company Overview i. History of the organizationRafhan Maize was launched in Jan 1953. Rafhan Maize is producing the starches andsweeteners at a large volume. At early time there was no starch for textile industries andalso no concept of imports in Pakistan. So its small plant was based at that time. TheRafhan Maize registered according to factory act 1934.FOUNDERThe founder of Rafhan Maize products was Mian Muhammad Shafique Mannu fromChiniot City who was also being the managing director. He belongs to a Mannu family.INVESTMENT BY CPICorn Products International is a multinational company of USA. It has many branches inmany countries over the world. In 1962 the CPI take investment in Rafhan Maize andRafhan Maize is now affiliation of CPI. In 1963 the share of CPI in Rafhan Maize was70.31%.
  12. 12. ii. Nature of the organizationThe company is producing the industrial products and food ingredient used in varioustypes of industries in Pakistan. The company the company has direct relations with itscustomers and suppliers in Pakistan. The company sells at domestic base as well asexports in foreign countries.  Safety:Nothing is more important than safety. We have a simple goal: Zero accidents. We havedeveloped a company-wide safety program that applies to all of our facilities around theworld, and we monitor and measure our safety performance. We will create and maintainan environment where our people come to work every day trusting that they will be safe,and where our neighbors trust us to act as a responsible member of their communities.  Quality:
  13. 13. Our focus every day is on quality: Quality of the ingredients we make; of the services weprovide; and of the relationships that we build. When we do things right, our customersand our colleagues have confidence in us, and that gives us the foundation on which wewill continue to build our Company.  Integrity:Honesty and trust are the foundations of our business. The people of Corn ProductsInternational will maintain the highest standards of business conduct, not only because itis expected of them, but because it is the right thing to do. Our customers, employees,shareholders, partners and neighbors can be confident that they are working with peoplewho stand by their products, live up to their promises, keep their word, and do business inan honorable fashion.  Respect:We operate in an environment of openness, teamwork, trust and mutual cooperation. Theglobal nature of our business and the diversity of our employees are important factorsbehind our ongoing success. We will create and maintain a culture where our peoplelisten to and learn from one another, and where we treat one another with the dignity thatall people deserve.  Excellence:We will relentlessly pursue excellence in all that we do, continuing to find new,innovative solutions for our customers. We will provide our employees with the tools,training and resources they need to excel.Reference: URL Company InformationChairmanJohn F. Saucier - Non-ExecutiveVice ChairmanRashid Ali - Non-ExecutiveChief Executive & Managing DirectorAnsar Yahya - ExecutiveDirectorsCheryl K. Beebe - Non-ExecutiveMary A. Hynes - Non-ExecutiveZulfikar Mannoo - Non-Executive
  14. 14. Mian M. Adil Mannoo - Non-ExecutiveWisal A. Mannoo - Non-ExecutiveAnis A. Khan - ExecutiveSh. Gulzar Hussain - Non-ExecutiveChief Financial OfficerAnis A. KhanSecretaryM. Yasin AnwarAudit CommitteeCheryl K. Beebe - Non-ExecutiveRashid Ali - Non-ExecutiveZulfikar Mannoo - Non-ExecutiveSh. Gulzar Hussain - Non-ExecutiveBusiness Strategy andPlanning CommitteeJohn F. SaucierRashid AliAnsar YahyaAnis A. KhanShares Transfer CommitteeRashid AliAnsar YahyaAnis A. KhanSh. Gulzar HussainBankersCitibank, N.A.Habib Bank Ltd.Meezan Bank Ltd.MCB Bank Ltd.National Bank of PakistanStandard Chartered Bank (Pakistan) Ltd.AuditorsKPMG Taseer Hadi & Co.
  15. 15. Chartered AccountantsLahore – KarachiLegal AdvisorM. Ali SeenaC/o Surridge & Beecheno,KarachiReference: URL
  16. 16. Product Line & Portfolio
  17. 17. i. Starches:  Tex-o-film  Rafhan Globe Maize F  Penetrose  Coragum  Amisol  Amijel  Coratex-p  Snowflake  Q-Tacii. Glucose and sweeteners  Flow Sweet  Flo-Dex  Mor-Sweet  Liquid Carmel
  18. 18.  Rafhan liquid glucose  Cerelose Dextrose Mono Hydrate iii. Animal Feed ingredients  Maize oil Cake  Buffalo Maize Brain  Rafhan Prairie Gold 60%  Rafhan maize feed 30% iv. Crude Oil Tankers directly to Unilever Uses of Products:Globe Corn Starches Textile (Sizing & Finishing), Paper, Corrugation,Coragum Starches Chemicals, Non-Food.Rafhan Maize StarchesSnowflake Corn Starches Pharmaceutical, Confectionery, Biscuits, ConventionalSnowflake Corn Flour Foods, Desserts, Iced-Desserts,Globe Corn Starches Kulfi Faluda.Snowflake Modified Starches Jelly Confections, Food.Penetrose Modified Starches Textile (Sizing & Finishing), Paper (Beater Additive,Amisol Oxidised Starches Surface Sizing, Coating), Adhesives.Q-Tac Cationic Starches Paper, Textile, Chemicals.Tex-O-Film Corn Starches Papermaking, Paper Conversion, Paper Sacks, Adhesives,Tex-O-Film Modified Starches Carpet Back Sizing.Coratex-W Specialty Starch Textile Sizing (Modern Weaving)Coratex-P Specialty Starch Textile Quality Finishing.Glugelpowder Glues Foundry Paper Conversion, Corrugation, Spiral Tube Winding,Rafhan Dextrins Paper Cones Textile Sizing & Finishing, Foundry,Coragum Dextrins Adhesives, Reed Ink, Tobacco, Lamination.Coragum Powder/Liquid Adhesives Prepared Adhesives. Food Energy Drinks, Pharmaceuticals, Confectionery,Cerelose Dextrose Monohydrate Bakery, Iced- Desserts, Ketchups, Pickles, Breads, Snacks.Globe Glucose (Corn Syrup) Confectionery, Pharmaceutical, Baking, Syrups &Rafhan Liquid Glucose Squashes, Tobacco. Confectionery, Processed Foods, Sweet-Meats, Syrups &Mor-Sweet High Maltose Syrup Squashes.
  19. 19. Nu-Bru High Maltose Syrup Brewing.Rafhan Golden Syrup Food, Baking, Beverages.Rafhan Liquid Caramel Colour Food, Beverages, Pharmaceutical, Baking. Fermentation, Tanning, Chemicals, Confectionery,Enzose Hydrol Bakery.Rafhan Maize Gluten Meals/Feeds Poultry Feeds, Livestock Feeds, Aqua FeedsPrairie Gold Maize Gluten MealsRafhan Corn Germ Meals.Buffalo Maize Bran Cattle Feeds And Other Livestock Feedings.Rafhan Maize Oil CakeMazoferm Maize Steeping Liquor Poultry/Cattle/Fish Feeds, Antibiotics.Strategy • Excel at our base business • Selectively drive organic growth in our base business • Expand our value-added product portfolio through multi-geographic alliances and acquisitions across the Corn Products International world. Grow defensible businesses in new high- growth region by extending and establishing critical mass • Be an ingredients supplierBranding strategyRafhan Maize Products co. Ltd implements the Line Brand Strategy as it has differentindustrial products and it has different brand extension under the same brand. This is due
  20. 20. to the different nature of business in its customers or industries. Company needed tolaunch new brand with coming customer or industry in the market. Main clients of Rafhan Maize Products co. LtdThere are more than one thousand customers of Rafhan Maize Products co. Ltd.Including textile industries, paper industries, packages industries, Food Confectionaries,animal feed industries etc.Main clients of Rafhan Maize Products co. Ltd are given below • Unilever Pakistan Ltd. • Packages Ltd • Asad Traders • Shuakat traders • Amir Enterprises • Ismail & Sons • Abdul Rashid Muhammad Ramzan • Textile Industries • Food Confectionaries • Pharmaceutical industries
  21. 21. List of Main CompetitorsThere are only few competitors of Rafhan Maize Products co. Ltd • Sethi enterprises • Fuiji foundation industries • Sword traders • World EnterprisesBut there volume is much low as compare to Rafhan Maize Products co. Ltd. RafhanMaize Products co. Ltd is pioneer in producing and delivering the corn starches andsweeteners over the country.Organizational structure i. Hierarchy Chart Nationwide Network or Hierarchy Chart of the Organization CPI Head Office in Faisalabad
  22. 22. Faisalabad Jarranwala Hyderabad Rakh Canal Plant Cornwala Plant Mehran Plant ii. Number of Employees: There is no exact figure of no. of employees because some employees are permanent some on contract basis; daily base and other are temporary labor in Rafhan Maize Products co. Ltd. approximately according to a rough estimate there is more than 1000 employees working at Rafhan Maize Products co. Ltd. iii. Introduction of All Departments General Purchase Department This department purchase the general items used in the organization like chemicals, stationary, indirect material, office equipments and furniture etc. Maize Purchase Department The direct material used in the organizational production is purchased through this department. Sales & Marketing Department  This is a merge type of sales and marketing department in the organization. The duty of the marketing is to analyze the current marketing situation and implement the marketing strategies in the market to get the market shares.  Sales department is the responsible for company’s product selling, dispatches, delivery and customer complaint handling in the organization.  Human Resource Department
  23. 23. It manages the human resource in the Rafhan Maize Products co. Ltd Personal Department It works under the HR department for labors and employees quota Accounts Department This is most responsible department in the organization. It controls the all record of transactions and other departments. All data of other departments are kept under this department. Finance Department Cash payments and collections inside and outside the organization through banks for cash transactions is duty of the finance department. Warehouse Department Finished goods of production are managed by warehouse department. It also maintains FIFO method for issuance of goods. Share Department It maintains the gratuity, allowance and bonuses record of employees. Stores and Workshop Repairs are done in the workshop, office and indirect material is stored in stores of the organization. Production Department Production has various production divisions and areas for various types of products and goods. Laboratory The chemists work in the laboratory for different quality of goods their uses. They provide solution for new customers and solve customer’s complaints about material quality. TS& D Technical Sale and Development department, these have the direct relation with the customers for technical sales issue.
  24. 24. iv. Comments on the organizational StructureRafhan Maize Products co. Ltd works under departmentalization where the subordinatesreport to the head of the department. The communication in the various departments isgoing through the head of the department and each head is responsible to report to ChiefExecutive and Managing Director of Rafhan Maize Products co. Ltd. Plan of Internship ProgramIntroduction of Head OfficeI started my internship in head office of the Rafhan Maize Products co. Ltd nearAbdullahpur, rakh canal east road Faisalabad.A major reason of its presence in Faisalabad is that, there is large market of textileindustries. They need starch for sizing and finishing of the garments. So this made thebase of Rafhan maize products in Faisalabad. This is the largest Corn Starch plant in Asiaproducing hundreds of thousands of tons every year of diversified types of starches andsweeteners for different types of companies in Pakistan.Starting & Closing DatesStarting Date of Internship: 20 Jun, 2011Ending Date of Internship: 19 Aug, 2011Names of the DepartmentsI got training in sales and marketing department for two months. In these months I wentvarious departments for getting basic work procedure of daily routine tasks in theorganization. I went in accounts, finance, marketing, HR, personal, warehouse,production and purchase department for getting basic information about their business.The organization has a marketing department, Old sales department and new salesdepartment. I am in new sales department. In this department the domestic sales is madewhile in old sales department the products are exported in foreign countries. Training program
  25. 25. The Operations of the DepartmentThe major operations in the sales and marketing department is direct selling to itscustomers this procedure is done at various stages.Companies accounts:All customers at Rafhan Maize Products co. Ltd have their own accounts and ID in therecord of the company. In this way Rafhan Maize gets quickly analysis to know whichtype of customer have which type of need for the company’s products.Purchase order:Sales procedure begins when the customer of Rafhan Maize Products co. Ltd issue apurchase orders, the order can be:  Telephonic or verbal  Fax  Written Purchase order  E-mail  Purchase Letter etc.Order Consideration:The order considered only if there is payment available or credit balance of the customerin its account for Rafhan Maize Products co. Ltd, ISO requirements is fulfilled by thecustomer, products or finished goods are available in the company’s warehouse. Thecompany gets payment in advance strategy.Sales Order:Then the sales officers make the sales order for the customerDelivery Note/ Delivery OrderAfter the completion of the sales order the delivery note or delivery order issued by thewarehouse by delivering or hand over the goods to the customer.PGI (Post Goods Issue)This is an important step take by the warehouse “Post Goods Issue”. After the PGI theproduct or quantity of product can’t be altered by the sales officers.Sales Tax Invoice
  26. 26. Then the sales tax invoice made by the sales department and amount including sales taxdeducted from the customer’s account.Hidden Functions of the Department  OPERATIONSOur strategies have repeatedly proven effective at achieving sustained and quality outputfrom our plants. This is a result of our commitment towards operational efficiency ofmanufacturing facilities. Our plants have shown a solid production performance over theyears driven by continuous production enhancement, process optimization and efficiencyimprovements in all plants. We have equipped our plants with state-of-the-art facilitieswhich combine competent people, technology and management system to achieveprofitable growth in line with our growth strategy from year over year.Multiple steps were taken to recover production losses due to energy shortage in thecountry and several energy saving measures were taken to improve energy optimization.Processes were reengineered and employees trained for coordinated efforts and teamworkto enhance productivity. Extended electricity and gas load-shedding affected the overallproductivity. Each rupee of the investment was spent in the right place. However, yourCompany maintained its momentum to produce according to market demand andcustomer needs which helped maintain market leadership. The management developed asystem for close monitoring of critical and important operations and took timely versatilemeasures to reduce production losses and improve/maintain efficiency of machines.  Industrial Business:Textile Industry, the largest buying segment of our Industrial ingredients, is faced with the challenges ofincrease in cost of doing business and strong competition in the global markets. The government campaignfor free education at school level and Local Bodies elections provided boost to the operation of paperindustry. But the escalated energy cost and cheaper imports of paper depressed the growth potential. Strongdemand of packaging material continued to support corrugation industry to operate at normal level. Despitedifficult business environment, your company was able to sustain growth in sales volume of industrialingredients.  Food Business:The increase in sugar prices and withdrawal of certain export incentives negativelyimpacted the operation and profitability of confectionery industry, major consumer ofliquid glucose. Hence, increase in manufacturing cost could not be passed on in theselling price of liquid glucose. Competition, including the restarting of a previouslydormant competitor plant, and increase in transportation cost put further pressure onmargins to reduce profit. However, demand of sweeteners from ice cream, still drinks,baking, processed and packed foods supported the sale of food ingredients. Strongcompetition with the influx of cheaper imports of dextrose monohydrate from Chinacontinued.
  27. 27.  Animal Nutrition Business: The strong demand of poultry meat for ceremonial feasts continued to drive growth in poultry farming. Gaining popularity of aqua culture (fish farming) mitigated the off- season effects and contributed towards strong demand of corn gluten meal/feeds. Sale of Maize oil cake, however, suffered because of high availability of cotton seed cake at low price.  OUTLOOK The overall economic situation appears to be stable since wide range of structural reforms and consistency in the economic policies has transformed Pakistan into a resurgent economy. However, high inflation rate and continuous rise in cost of doing business are the major challenges. The significant rise in oil prices and consequent high energy and freight costs render Pakistani products uncompetitive in the international market. The latest devastations due to massive earth quake in the Northern Areas may also impact growth in economy and overall trade and business activities in the next quarter. The business is expected to remain under pressure and profitability will remain low due to high price of Maize, increase in utilities and transportation cost and growing pressure on selling prices because of strong competition from domestic peers and imports. Tasks Assigned to me: I did all my tasks which assigned to me these are internal works the detailed description is given below: 1st week task: My first week task was to take the necessary information about the company its products, customers, competitors, history and its various departments 2nd week task Then my senior assigned me to learn the sales procedure in the department. I learn how purchase order come to Rafhan Maize Products co. Ltd. how make the sale order, Delivery draft and printed copies. 3rd and 4th weed task
  28. 28. My next task to make schedules of the products sold to the party and how much quantity sold to each party at a day. This shows which party takes how much quantity at daily basis. 5th and 6th week task Then they assign to doing the sales execution. Collect the purchase orders from the companies. Make the sales orders, change sales order, dispatch schedule etc. Structure of the Marketing department i. Department hierarchy Structure of the Marketing departmenti. Department Hierarchy Marketing Department
  29. 29. Branch Director Marketing Manager Office Assistant Mr. Sarwar Mr. Ahsan FarooqAhmad iii. Number of employees working in the Marketing department There is no strong need of marketing staff as the demand of Rafhan Maize Products co. Ltd is more than there production. There are only 25 employees in marketing department. iv. Marketing operations Now I try to describe the marketing operations of the marketing department of the company. The operations of marketing department are to market their service in field. The marketer of the company goes in market or in different institutions to give them information about the company’s products. The marketing staff did not perform special task they prepare ordinary reports as given under. The goal of this report is to save the reader time. It is designed to assist consultants, human resource managers, strategic planners, and corporate officers in gauging estimates of a company’s human resource indicators compared to firms competing or participating in the same economic sector, at the global level. This report is not about whether a particular company or industry has performed well or poorly in the past or will do so in the future. With the globalization of markets, greater foreign competition, and the reduction of entry barriers, it becomes all the more important to benchmark a company’s human resource indicators against other firms on a worldwide basis. Doing so, however, is not an obvious task. First, one needs to find firms competing in the same sector, but not necessarily competing directly with the company in local markets. These firms should not be perceived, therefore, to be direct competitors to the company in question, but simply those that have been classified by various sources (e.g. EDGAR or similar foreign filings), as competing to serve customers
  30. 30. in the same link of the value chain, or broad industrial classification, as identified by SIC,NAICS or similar codes. Second, given the one needs use comparable financialstandards.This report analyzes deviations between Rafhan Maize Products Co Ltd and internationallabor-productivity and utilization benchmarks. Based on the methodology describedbelow, the following chapters report a labor-ratio analysis of Rafhan Maize Products CoLtd vis-à-vis global benchmarks. In contrast to this report, most productivity andutilization studies focus on benchmarking against domestic ratios, often published bygovernment agencies or commercial sources (e.g. Value Line, Dun and Bradstreet, anilarproducts, offer similar services, or are in the same stage of the value chain for a particularindustrial classification. In the case of this report, the SIC code selected is: 203 which isdefined as “Canned, Frozen, and Preserved Fruits, Vegetables, and Food SpecialtiesManufacturing”. This classification should be seen as a working assumption. In order toobtain a more detailed discussion of this classification, the reader is referred to the websites developed by the U.S. Census Bureau: Basic definitions and descriptions areprovided at. A full correspondence table between SIC and NAICS codes, and detaileddefinitions are given. a. Stage 2 Firm-level Data Collection. A global search is conducted across over 20,000 companies in over 40 major economies for those that (1) may be included in the classification from Stage 1, and (2) report financials (balance sheet and income statements), and (3) report an estimate of employment levels. It should be noted that the public-domain financials can be either historic or projections. It should also be noted that even historic figures can be modified in the future and often represent “estimates”. b. Stage 3 Standardization: Once collected, public-domain financial figures of firms identified in Stage 2 are standardizing into comparable categories (assets, liabilities, and income). From there, we eliminate all currency effects by standardizing within each category (creating ratios). In order to maintain comparability over time and across companies and countries, we use a common
  31. 31. currency (the US dollar) and relate each measure to a “per employee basis”. Ratios are projected using raw financial statistics and, as ratios, are therefore comparable. c. Stage 4 Filtering: Not all the firms selected in Stage 2 or the ratios calculated in Stage 3 are used for the global benchmarks, as a number of companies are purposely dropped from the analysis, even though they may fall within the classification. This is justified by the “outlier” phenomenon that plagues such analysis. The problem lies in that any given company in the benchmarking pool may be facing some exceptional event or may be organized in an exceptional way so as to make its ratios vastly different from others in the same classification. By including such firms, the global benchmarks can be overly skewed. In many countries, firms are organized into holding groups. These groups nominally have very few employees (e.g. 4 to 25 employees), but have extremely large assets, liabilities, or revenues. As such, the inclusion or exclusion of firms having this form of management can affect the productivity and/or utilization ratios and benchmarks reported. Likewise, some firms have no net sales, no assets, no liabilities, or ratios. Others have ratios that appear implausible for a normal or viable company. In order to not allow these firms to affect the global benchmarks, I have attempted to choose only those firms with reasonable financials. Finally, in some countries, detailed financials are not available or are not comparable to either the company in question or the global norm (e.g. various forms of depreciation per employee. Functions of the Marketing department i. Segmentation Strategy By dividing a market into different groups of buyers on the basis of their needsand characteristics, Market segmentation reveals the firms market segment opportunities.The firm now has to evaluate the various segments and decide how many and which ones
  32. 32. to target. We now look at how companies evaluate and select target segments. Thecompany also needs to examine major structural factors that affect long-run segmentattractiveness. For example, a segment is less attractive if it already contains many strongand aggressive competitors. The existence of many actual or potential substitute productsmay limit prices and the profits that can be earned in a segment. The relative power ofbuyers also affects segment attractiveness. Buyers with strong bargaining power relativeto sellers will try to force prices down, demand more services, and set competitors againstone another. Finally, a segment may be less attractive if it contains powerful supplierswho can control prices or reduce the quality or quantity of ordered goods and services. The Rafhan Maize Products Company divides its market in different segments onbasis of customer’s needs and its own needs. The management of the Rafhan MaizeProducts Company selects those customers which may remain long time with companyand would make loyal in future. The marketing managers give preference to thosecustomers which have emerging need for products and they are ready to pay highercharges for products. ii. Target marketing Strategy A target market or target audience is a group of customers that the business hasdecided to aim its marketing efforts and ultimately its merchandise. A well-defined targetmarket is the first element to a marketing strategy. The target market and the marketingmix variables of product, place (distribution), promotion and price are the elements of amarketing mix strategy that determine the success of a product in the marketplaceThe marketing managers of the Rafhan Maize Products Company give preference tothose segments or customers which have emerging need for products and they are readyto pay higher charges for products. They also target different companies or departments or individuals for marketingon the basis of company’s needs and characteristics of the customers. iii. Product Planning, development and Management Product planning is initial function. A product is anything that can be offered toa market for attention, acquisition, use, or consumption and that might satisfy a want or
  33. 33. need. It includes physical objects, services, persons, places, organizations, and ideas. PureServices are distinguished from physical products on the basis of intangibility,inseparability, variability and perish ability. Services are a form of product that consist of activities, benefits, or satisfactionsoffered for sale that are essentially intangible and do not result in the ownership ofanything. Product is a complex concept that must be carefully defined. Product planningis also a complex function. Product classification is also a part of the product planning. The Rafhan Maize Products Company is service provided company so it alsoplans about its services. After product planning product development is also an important step. Extendsexisting products or developing new products is also included in product development.Given the rapid changes in consumer tastes, technology, and competition, companiesmust develop a steady stream of new products and services. A firm can obtain newproducts in two ways. One is through acquisition by buying a whole company, a patent,or a license to produce someone elses product or service. The other is through new-product development in the companys own research and development department.Product management is an organizational lifecycle function within a company dealingwith the planning or forecasting or marketing of a product or products at all stages of theproduct lifecycle. Product management and product marketing are different yet complementaryefforts with the objective of maximizing sales revenues, market share, and profit margins.The role of product management spans many activities from strategic to tactical andvaries based on the organizational structure of the company. Product management can bea function separate on its own and a member of marketing or engineering. I also described above that Rafhan Maize Products Company is services providedcompany so it manage its services. So these are there important functions of Rafhan Maize Products Companyservice planning, development and management.
  34. 34. iv. Positioning Position is - what place do you want your product to hold in the consumer’smind? Market positioning is arranging for a product to occupy a clear distinctive anddesirable place relative to competing products in the minds of target consumers. Inpositioning a product, a company first needs to identify possible competitive advantagesupon which to build the position. To gain competitive advantage, the company mustoffer greater competitive advantage to the target segment. The company’s entiremarketing program should support the chosen positioning strategy. Effective positioningbegins with actually differentiating the company’s marketing offer so that it givesconsumers more value than they are offered by the competition. The Rafhan Maize Products Company also make a valuable strategy to get apreferable position in customer’s mind through gives him better services than competitorsand gets lower charges from him. And also satisfy him to fill promises when needed. v. Pricing Strategy Pricing strategies are a sometimes-overlooked part of the marketing mix. Theycan have a large impact on profit, so should be given the same consideration aspromotion and advertising strategies. A higher or lower price can dramatically changeboth gross margins and sales volume. This indirectly affects other expenses by reducingstorage costs, for example, or creating opportunities for volume discounts with suppliers. The Rafhan Maize Products Company also makes two types pricing strategies:  Fixed Pricing  Variable Pricing In fixed pricing the managers and all branches of this company in all countryrecharge the same prices which company authorized them. In variable pricing marketers can change prices on spot according to customersneeds or any other reason. vi. Distribution Strategy
  35. 35. Distribution is making available the required products and services on requiredplaces and this distribution is completed through distribution channels. The concept ofdistribution channels is not limited to the distribution of tangible products. Producers ofservices and ideas also face the problem of making their output available to targetmarkets. In the private sector, retail stores, hotels, banks, and other service providers takegreat care to make their services conveniently available to target customers. The Rafhan Maize Products Company’s marketing also make available itsservices through distribution channels which are its branch all over the country. vii. Promotional Strategy Promotion is one of the four elements of marketing mix (product, price,promotion, distribution). It is the communication link between sellers and buyers for thepurpose of influencing informing, or persuading a potential buyers purchasing decision. The Rafhan Maize Products Company also makes promotional strategies topromote its business through advertising and other promotional tools. The marketers andsellers of the company are also the promoters of the business. Structure of Sales Department i. Department Hierarchy Sales DepartmentBranch Director Sales Manager Office Assistant Mr. Sarwar M Irshad Farooq Ahmad
  36. 36. ii. Number of Employees in Sales Department There are only approx 30 employees in the sales and marketing department.iii. Sales operationsThe major operations in the sales and marketing department is direct selling to itscustomers this procedure is done at various stages.Companies accounts:All customers at Rafhan Maize Products co. Ltd have their own accounts and ID in therecord of the company. In this way Rafhan Maize gets quickly analysis to know whichtype of customer have which type of need for the company’s products.Purchase order:Sales procedure begins when the customer of Rafhan Maize Products co. Ltd issue apurchase orders, the order can be:  Telephonic or verbal  Fax  Written Purchase order  E-mail  Purchase Letter etc.Order Consideration:The order considered only if there is payment available or credit balance of the customerin its account for Rafhan Maize Products co. Ltd, ISO requirements is fulfilled by thecustomer, products or finished goods are available in the company’s warehouse. Thecompany gets payment in advance strategy.Sales Order:Then the sales officers make the sales order for the customerDelivery Note/ Delivery OrderAfter the completion of the sales order the delivery note or delivery order issued by thewarehouse by delivering or hand over the goods to the customer.PGI (Post Goods Issue)
  37. 37. This is an important step take by the warehouse “Post Goods Issue”. After the PGI theproduct or quantity of product can’t be altered by the sales officers.Sales Tax InvoiceThen the sales tax invoice made by the sales department and amount including sales taxdeducted from the customer’s account. iv. Sales Methodology Every organization has its own sales methodology or different sales methods. So Rafhan Maize Products co. Ltd use direct selling to its customers v. Type of selling Rafhan Maize Products co. Ltd use mainly two types of sales Direct selling in this selling the company sell its products directly to its customers Through dealers in this selling the company sell its products to dealers and then dealers sell the products to the customers. vi. Sales returns procedures Every company sells its products and services to get something in return of these products or services which is in the shape of cash or something of this type. Some time material damage in transit. The Rafhan Maize Products co. Ltd firstly check the material damage by the company’s representative to estimate the value of damage material then the material call back for customer satisfaction and the credit note. Customer Service Department
  38. 38. i. Process of Developing Relations with Customers Develop long time relations with customers is compulsory for every organizationin this competing world. The process of Developing Relations with customers of theRafhan Maize Products Company is that: The company develops relation through CRM system. As CustomerRelationship Management (CRM) systems become more sophisticated and feature-rich,many companies implement the technology working under the assumption that theautomation alone will deliver the most effective sales process for their needs. Customerrelationship management (CRM) has been defined narrowly as a customer databasemanagement activity. Today, customer relationship management is seen as the overallprocess of building and maintaining profitable customer relationships by deliveringsuperior customer value and satisfaction.The company’s process of developing relations with customers is:  The company gives first preference to its customer  Make them understand its business  Keeps its customers satisfied  Makes itself accessible when problem is there.  Fixes customers problems in timely manner.  Always try to provide best services than competitors.  Concentrate on training its clients and educating them to be successful.  Always be kind to them and ready to offer an alternate solution.  Remain in touch by sending some educational as well as new promotional emails.  See that the customers dont have to search for your contact information.ii. Techniques of Retaining Customers Maintaining prices and retaining customers in competitive markets dependsheavily on your ability to effectively service your accounts. Proactive organizations workwith customers to identify their strengths and weaknesses to better serve their market.
  39. 39. Use Demand Metric’s very concise Customer to benchmark current satisfaction levels,and improves these metrics over time.There are following techniques of the Rafhan Maize Products Company for customerretention:  Understand and fulfilled customer’s needs  Accept customer’s complaints  Solve customer’s problems within less time  Satisfy customer with quality of servicesiii. Techniques of attracting new customers Attracting new customers is expensive but compulsory for company’s growth andto increase its market share. Every new customer directly attract to the Rafhan MaizeProducts co. Ltd because of superior quality and compatible prices.iv. Ways of handling different kinds of customers If you’ve reached the end of your rope trying to come up with new ways to satisfycustomers and cope with the tough situations that they put you in, attend How to HandleDifficult Customers & Other Tough Situations, a new kind of customer service trainingunlike anything else you’ve attended! In a fun, relaxing, enjoyable, and completelySTRESS-FREE learning environment, you’ll learn the secrets to satisfying everycustomer you have without resorting to cheap tricks, anger, or just plain giving in. Critical Analysis
  40. 40. When we think critically we are being dynamic; we are not passively accepting everything we read and hear, but questioning, evaluating, making decisions, finding connections and classification. It means being open to other points of view and not being narrow minded by our own biases. Critical thinking is useful for most activities associated with tertiary study, such as forming judgements in lectures and tutorials, and when reading, writing essays and assignments, making decisions and developing arguments. Critical thinking involves various processes in the disciplines. “I read and learn during my internship that marketing is broad and never ending field or responsibly. It is not ends at one time contact with your target clients. It remains present till the business is remaining with that client.” “The Rafhan Maize Products Company succeeds through its superior quality.” “Other critical point which I learn during internship is makes good relation with customer and other participator of business is compulsory in this competing world.” SWOT analysis of the organizationA. Strengths  Rafhan Maize Products co. Ltd has large production volume and sales in the market  There is high growth rate of production  Alternative power resources  Financial Strength is very solid
  41. 41. B. Weakness  Shortage of Factory over head resources  Alternative power resources are of high costC. Opportunities  Monopolistic competition in the market  Having more demand than supply in the market  Can hold the entire market by expansions of businessD. Threats  Entering of new competitor  Existing competitor’s production may high in future  Crops losses by flood victims Conclusion The Rafhan Maize Products Company is successful products company in Pakistan through its neat working. Mostly it depends on quality, make promises and full fill promises when needed. In my opinion it is critical point of the company that its successful strategy is the key of its success. The Rafhan Maize Products Company is successful company and also much beneficial than other companies for Industries. It is only one company in Pakistan which
  42. 42. gives products services to industry for their product development which are the backbone of the Pakistan’s economy.So the conclusion is that Rafhan Maize Products Company is a successful productscompany in Pakistan. Recommendations for improvement  First the company should provide all information about its products to all customers in all areas.  The Rafhan Maize Products co. Ltd should enhance its production volume to fulfill the customer’s needs.  It providing products for industry so it should make access in those areas in which industry setup growing.  It should work hard and remain sincere to provide better services than competitors.  It should improve its services.  It should to enlarge their production and add more types of products to other category of customers.  It also needs for growth, so it should use growth tools to promote their business. Research Methodology  News from leading News Papers  Internet Browsing  Information provided by Rafhan maize  Personal Information