WAH NOBEL GROUP OF COMPANIES LTD.

TABLE OF CONTENTS

HISTORY AND INTRODUCTIONPRODUCTS LINEQUALITY POLICY OF WAH NOBEL

BOARD OF DIRECTORSORGANISATIONAL CHART

WAH NOBEL ACETATESWAH NOBEL PVT LIMITED

INTRODUCTION

ACKNOWLEDGEMENT

EXECTIVE SUMMARY

FUNCTION OF THE ORGANIZATION

MARKETING POLICY OF (WNAL)

MARKETING PLAN OF (WNAL)

MARKETING DEPARTMENTS

MY WORKING AND EXPERIANCES

SWOT ANALYSIS OF WNAL

SUGGESIONS, RECOMMENDATIONS & CONCLUSIONS

WAH NOBEL GROUP OF COMPANIES

Constantly working To the Highest Degree of Trust and reliability

WAH Nobel (PVT) LimitedWAH Nobel Detonators (PVT) LimitedWAH Nobel Chemicals LimitedWAH Nobel Acetates Limited Nobel Balouchistan Explosives (PVT) Limited

ACKNOWLEDGEMENT

I am the student of MBA 2ND semester and our institute has assigned us

to do internship in the summer for the period of 6 to 8 weeks to

enhance our practical skills in the running business environment of any

organization. The objective of this internship program is to expose

myself into the practical atmosphere where I can observe, analyze and

even practice the application of the professional knowledge that I have

acquired during the course of my studies.

The period we have studied in the last two semesters and

the knowledge which we have gained theoretically from our teachers

that how we can learn practical implementation in an organizational

environment. So, study, which we have done in the last two semesters,

is it practical or not in a multinational organization become realistic

after our internship period.

MILYAS HAN

MBA (MARKETING)

EXECTIVE SUMMARY

Wah Nobel’s products enjoy the highest reputation in Pakistan and

abroad. Wah Nobel is fully committed to a policy that ensures a

consistent supply of quality products and services at competitive prices.

WAH Nobel Acetates Limited was therefore incorporated on 24-11-1994

to set up plant in Industrial Estate Hattar for the manufacturing of

Acetic Acid and Ethyl/Butyl Acetate.

The management of Wah Nobel group of companies is fully committed

to a quality policy, which results in production of quality product

conforming to the requirement of our customer.

“The marketing team of Wah Nobel Acetates Limited is fully committed

to provide quality products & services to meet the requirements of our

customers and to maximize our sales and optimize profits though

aggressive marketing.”

Capture of market leading to discontinuation of imported products.

Increase in sales through diversification of products. Improvement of

products image through better presentation. To facilitate transaction,

Marketing Department will adopt flexible and aggressive pricing

practices.

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.

New avenues will be discovered for marketing of diversified products.

Wah Nobel Acetates Limited is planned to come into the production of

Acetic acid, Butyl acetate and ethyl acetate by June 15, 1998.

Acetic acid = 5000 tones/annum

Butyl /Ethyl acetates = 4000 tones/annum

Ravi Rayon’s product available in the market was not sufficient to meet

the country’s demand.

Survey conducted by the Marketing department of WNAL revealed the

current market demand of Acetic acid and Esters as follows:-

Acetic acid - 4000 tone/annum

Butyl acetate - 2650 tone/annum

Ethyl acetate - 1060 tone/annum

Industry wise demand of three products is as follows:

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.

WNAL is a Project of Wah Nobel Group. It started its production in

1997.The main Product are Acetic Acid, Butyl Acetate and Ethyl Acetate.

I have completed my training in the marketing department of Wah

Nobel Acetates Limited.

Wah Nobel Acetates Limited is the manufacturer of three products

which are as follows:

In Ethyl Acetate, we are facing competition from imports only.

Acetic Acid, Butyl Acetate and Ethyl Acetate are currently being

imported form Taiwan, South Africa and Netherlands. . Major competitor

of WNAL is Taiwan as the product of Taiwan is in market long before the

establishment of WNAL.

WAH Nobel acetates limited is a public limited company and has

been incorporated under the companies, act 1913 (repealed).

In my opinion the marketing of products of WNAL is quiet challenging as

we are facing competition from imports directly.

Introduction Introduction

I completed the first month of my training at WAH Nobel Acetate Ltd. Before starting the detail of whatever I have learnt during this period, I would like to give a bird eye view of the WAH Nobel GROUP OF COMPANIES.

HISTORY OF WAH NOBEL

WAH Nobel was founded in 1962; Wah Nobel is a joint venture between Saab, Sweden and Pakistan ordnance factories.

For more than three decades Wah Nobel has stood as a symbol of safety, reliability, service and commitment. Wah Nobel’s products enjoy the highest reputation in Pakistan and abroad. This has been achieved through innovation, experience, state of the art technology and a vision for the future.

Wah Nobel is fully committed to a policy that ensures a consistent supply of quality products and services at competitive prices. Wah Nobel develops, manufactures, markets and maintains a wide range of commercials explosives, accessories and industrial chemicals of international standards.

WAH NOBEL ACETATE LIMITED

WAH Nobel Board decided to diversify its activities in the field of chemicals. WAH Nobel Acetates Limited was therefore incorporated on 24-11-1994 to set up plant in Industrial Estate Hattar for the manufacturing of Acetic Acid and Ethyl/Butyl Acetate

ProductsProducts

WAH Nobel Acetates Limited is the manufacturer of three products which are as follows:

Glacial Acetic Acid Ethyl Acetate . Butyl Acetate

QUALITY POLICY

ISO (9000-9001-14001) certified

The management of wah Nobel group of companies is fully committed to a quality policy, which results in production of quality product

conforming to the requirement of our customer. It is our guarantee and hallmark’s of the company’s policy to consistently provide quality product and service of competitive prices through market driven and services oriented management team.

Our employee’s caliber and their participation are the cardinal element of our quality policy. It shall therefore be our constant endeavor to update the skills of our employee’s through training and acquisition of state of art technology and involve them in realism of our goals to achieve these objectives the management shall make available necessary resources and incorporate and built mechanism for persistent re evaluation of it’s quality control system, than enable the company to meet the changes of ever changing requirement of our customers.

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 ltd

National development

finance Corporation

Allied Bank Of Pakistan

MARKETING DEPARTMENT OF WAH NOBEL ACETATES LIMITED

WEBSITE: http://www.wahnobel.comEmail: wahnobel@comsats.net.pk

DJM/MKTG MR IJAZ

AM/MKTG SOHAIL MIR

AM/MKTG RIZWAN SARWAR

AM/MKTG HAFEEZ KHAN

ASSISTANT MR.IRFAN

MARKETING POLICY OF (WNAL)

“The marketing team of Wah Nobel Acetates Limited is fully committed to provide quality products & services to meet the requirements of our customers and to maximize our sales and optimize profits though aggressive marketing.”

DJM/Mktg

AM/Mktg AM /Mktg AM/Mktg

SENEIOURASSISSTANT

JUNIOURASSISSTANT

PROCEDURE:

The Marketing Department of Wah Nobel Acetates Limited 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. 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 such cases we prepare the case for approval by the competent authority on the basis of their customer’s approved payments procedure and the track record of his payments. Once the case is approved we offer credit to our customer. Such credits are limited to a maximum period of 45 days.

INTRODUCTION

WNAL is successfully penetrating in the market and gradually increasing the market share, besides the tough competition from the foreign brands. We are working very hard for more penetration in the market. As compare to last year the position of the far-east economies are showing some signs of improvement. Therefore, the improvement in the far-east economies and imposition of regulatory duty will help us lot in increasing the prices and of all the products in the first quarter of year 2000-2001.

MARKET PLAN

INTRODUCTION

Wah Nobel Acetates Limited is planned to come into the production of Acetic acid, Butyl acetate and ethyl acetate by June 15, 1998. The annual capacity on the basis of 3 shift operation for 300 working days and 100% capacity utilization is:-

Acetic acid = 5000 tones/annum

Butyl /Ethyl acetates = 4000 tones/annum

The usage of Acetic acid is in Industries like Textile, Leather, Food , Paint & Varnish, Pharmaceutical, Plastic and Rubber. Ethyl acetate is used in manufacturing of printing inks, adhesives and lacquers, as an effective solvent for many resins and cellulose nitrate for making artificial leather, as a protective coating and in pharmaceutical and Cosmetic industry. The usage of Butyl acetate in chlorinated rubber, paints and thinners, plastics and food flavors is quite extensive.

Presently there is only one plant in Pakistan at Kala Shah Kaku which was producing Acetic acid. This plant was basically installed for captive consumption of acetate rayon plant and only surplus acetic was sold into the market. Ravi Rayon’s product available in the market was not sufficient to meet the country’s demand. Hence rest of the demand of acetic acid and whole demand of Ethyl/Butyl acetates was being fulfilled through imports. Now with the closure of Ravi Rayon’s plant whole demand of Acetic acid is also met through imports.Historical supply for last 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 2696

MARKETING DEPARTMENT

Organizational chart of the planned Marketing department

Is as follow: -

MANAGING DIRECTOR

|

HEAD PROJECT DIVISION

|

DY. MANAGER MARKETING

|

ASSTT. MANAGER MARKETING

|

ASSTT. MARKETING

|

TYPIST MARKETING

MARKET SEGMENTATION

Survey conducted by the Marketing department of WNAL revealed the current market demand of Acetic acid and Esters as follows:-

Acetic acid - 4000 tone/annum

Butyl acetate - 2650 tone/annum

Ethyl acetate - 1060 tone/annum

Consultant (AFTEC) has given industry wise segmentation of the market in their feasibility report whereas Geographical segmentation has been ascertained through market survey conducted by WNAL’s marketing department.

1) Industry Wise Segmentation

Industry 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%

T O T A L 100% 100% 100%

2) Geographical Segmentation

Present geographical demand of all the three products is as under:

Products Total Market

(Tone / annum)

Karachi Region

(Tone / annum)

Punjab Region

(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 CHANNEL

WNAL’s products will be marketed through “Selective Distribution” Strategy. The strategy means “the use of more than one but less than all 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 the marketer to focus attention on a relatively limited number of intermediate relationships while maintaining adequate market coverage.

1) Number of distributors

Keeping in view the quantum of the market following number of distributors in respective cities has been decided to be appointed.

City No of Distributors

Karachi 02

Lahore / Kasur / Gujranwala / Sialkot 02

Faisalabad 01

Total 05

In the region of Lahore/Kasur/Gujranwala/Sialkot separate distributors will be appointed for Acetic acid and Esters. This is because of the market penetration of specific dealers in specified industry. This phenomenon is more in practice in Lahore region than in other cities, therefore in other regions same distributors will be used for all the products.

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. The distributors will also be required to deposit security money in the amount equivalent to the expected purchases by distributors of WNAL’s products in following fifteen days.

MARKETING OBJECTIVES

Market: Pakistan

Period: as they decide

Products: Acetic acid, Butyl acetate and Ethyl acetate.

MARKETING STRATEGY

Following Strategy /tactics will be adopted to achieve marketing objectives.

Strict Quality Control

Effective quality control measures will be employed to ensure that the product being marketed is of best quality and is manufactured to the International Standards. Such measures will be implemented right from the selection of raw materials, throughout the production line and up to the packing of end product.

Promotional Plan

Following are the details of promotional plan of wnal.

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.

PRICES

It is worth mentioning that the prices of all the three chemicals produced by them are at their lowest since the company into production. Their drastic cuts in the import prices compel us to adopt defensive pricing strategy.

Competition

Foreign Suppliers

The improvement in Far East economics resulted in increased prices of the all the three products. This would help them in increase in their prices during the financial year 2000-2001. Our major competitors are Taiwan, Korea, and Indonesia etc. Their economic situation during last one and half year is very depressing and not allow them to

Local Suppliers

In the domestic market they are expecting a competition in Acetic Acid but till to date they have not materialize the same. This would further help us in capturing the maximum market share.

TOP TWENTY CUSTOMERS”

CUSTOMERS NAMES

Shoaib Chemical, Lahore.

Packages Limited, Lahore

Metatex (Pvt) Ltd., Karachi

M/s. Olympic Industries, Karachi

Abbasi Chemical Stores, Lahore

SGWI Associates, Lahore

Siddique Traders, Rawalpindi

Rehman & Rehman Chemical, Lahore

Pharmagen Beximco Ltd, Lahore

Sulehri Chemical, Lahore

Army Welfare Pharmaceutical, Lahore

Ahmed Trading (Pvt) Ltd, Karachi

Akbari Stores (Pvt) Ltd., Lahore

Sahib Impex (Pvt) Ltd, Faisalabad

Crown Lighting (Pvt) Ltd., Peshawar

MJF Chemicals, Lahore

Mian Enterprises, Lahore

RJR Enterprises

FN International, Lahore

ICI Paints (ICI Pakistan), Lahore

Introduction

I completed the first month of my training at Wah Nobel Acetate Ltd. Before starting the detail of whatever I have learnt during this period, I would like to give a bird eye view of the Wah Nobel Acetate Ltd.

Wah Nobel Acetates Limited

WNAL is a Project of Wah Nobel Group. It started its production in 1997.The main Product are Acetic Acid, Butyl Acetate and Ethyl Acetate. I have completed my training in the marketing department of Wah Nobel Acetates Limited. I will now discuss the information and the procedures, which I learnt in this department:

Products of WAH Nobel Acetates LtdProducts of WAH Nobel Acetates Ltd

Wah Nobel Acetates Limited is the manufacturer of three products which are as follows:

1. Glacial Acetic Acid

Description.

It is a clear color less liquid having strong ad our with burning taste

Major Users

Following are the major user industries

Textile Leather Food Pharmaceuticals Plastic & Rubber

Packing

Acetic Acid is delivered to customers in the gray plastic cans of 30 Kg and bulk quantities can also be delivered in S.S. Tankers.

2. Ethyl Acetate

It is a stable, colorless and inflammable liquid with pleasant adour. Main User.

Painting ink and allied, plastic/rubber

Packing:

Ethyl acetate is available in drums of 180 Kgs and bulk quantities are delivered in S.S. Tankers.

3. Butyl Acetate

Butyl Acetate is a colorless inflammable liquid with a pleasant and fruity adour.

Main User

and paints. This ester is also used as a solvent in the preparation of artificial leather, textile and plastics and as an extraction solvent in pharmaceuticals.

Packing

Butyl acetate is delivered to the customers in drums of 180 Kgs and bulk quantities can be delivered in S.S. Tankers.

CCOMPETITIONOMPETITION

The competition, which the products of WNAL are facing, is discussed in the following:

Acetic Acid:

Presently WNAL has no local competitor and facing the direct foreign completion although M/s MIDAS has started the erection and installation work but it was stopped due to financial and management problems. So we can say that presently there is no local competition in Acetic Acid.

Butyl Acetate:

A plant with the name of LG Petrochemicals, which used to be in the production of DOP, has now modified its plant to produce Butyl Acetate. So now we are facing local competition as well as imports competition in Butyl Acetate.

Ethyl Acetate:

In Ethyl Acetate, we are facing competition from imports only.

Acetic Acid, Butyl Acetate and Ethyl Acetate are currently being imported form Taiwan, South Africa and Netherlands. . Major competitor of WNAL is Taiwan as the product of Taiwan is in market long before the establishment of WNAL.

Target MarketTarget Market

The target market of WNAL is basically end users and traders. We are targeting only those end users whose consumption is in large quantity that is minimum a truckload. To satisfy the demands and needs of small users we provide our products to traders who then provide the material to small-scale users. It is relevant to mention here that we don’t have any sort of official or documented dealership. We used to supply our products to every customer but then we sorted out few traders in each area who purchase our material regularly and also in bulk quantities. So we consider them as our preferred customers. We supply Them products at better rates as compared to other customers. These traders satisfy the needs and demands of the small users in that specific area. Lahore, Sialkot, Rawalpindi, Faisalabad and Karachi are the major areas where our products are sold.

Marketing DepartmentMarketing DepartmentThe product of WNAL is an industrial one so required direct selling. The marketing team of WNAL does major selling. Different marketing tools, like includes regular telephonic contacts and personal visits to the customers. We also give different souvenirs like diaries and calendars to our customers, which also serve as a marketing tool.

The marketing of WNAL is also done through display of Advertisement in the chemical magazine named as “Chemical News International”. This magazine consists of current market situation of the chemicals.

Pricing StrategyPricing Strategy

Since our plant is in its Fourth year and so we are in the process of making the identity of our products. Therefore, WNAL is practicing the penetrations pricing strategy. That is the prices, which are reasonable enough 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 Criterion

Payment from all customers is taken in advance. The mode of payment is 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.

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 major imports of different Acids and who are the importer of that acid and also the price they paid against for that acid and also the quantity they are importing, I see it in the PRAl and Make the Excel sheet in which I put following informationDate

Company Name

Quantity Price

Importing Country ACID

Daily Or Weekly Sale Reports

In this head at the end of the ay we checked that what are the sales of the day we enter all the entries in the specific customer account if some new customer come and the order is less in quantity so we put that in the head of the general customers account. After that we checked that what are the payment mood either cheque or in the cash and in the case of loyal customer if the amount is credited so we enter that in the account of that customer.

Covering Letter. Invoice’s Delivery Note Made Faxes

WNAL’S SWOT ANALYSIS (Strength, Weakness, Opportunities, Threat)

STRENGTHS

Monopoly for the time being in core products Product Range compared to competitors Consistent quality

WEAKNESS

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

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/technology

THREATS

A small change in focus of a large competitors might wipe out any market position we achieve

Influx of traders in local market

RECOMMENDATIONSRECOMMENDATIONS

There is a need of minute financial analysis, which can help the management in their decisions making.

1. Communication gap between staff and management must be eliminated through counseling or establishing human resource department.

2. Cost should be reduced in the production because they have a great problem of high cost in production of the products in their hattar state area. And should make feasibility of setting their plant in local area.

3. WAH Nobel group of companies, has very heavy transaction rate to make it properly managed current computer software is not sufficient. Comprehensive computer software must be introduced.

4.WAH Nobel group providing housing facilities. Management must take step in this regard and provide their employees proper housing facilities.

5. Extra effort must be recognize with extra benefit, promotions, certificate etc. There must be proper policy to enhance the motivation of employees within the group so that they can give their 100%.

6-working hours should be reduced for achieving extra output from employees. And work timing should be equal to international standards.

CONCLUSIONCONCLUSION

During my internship period, I conduct the following about WAH Nobel acetates limited.

1. WAH Nobel acetates limited is a public limited company and has been 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.

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 far in my training. As satisfaction of the customers is the essence of marketing so I am closely observing the way my seniors talk to the customers and satisfy their needs and demands. In my opinion the marketing of products of WNAL is quiet challenging as we are facing competition from imports directly.

So I am very positive that I will learn a lot while facing these challenges. The cooperation of the marketing team of WNAL will also help me to improve my marketing capabilities.