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.
4. I applied for internship in the organization on April 29, 2011 but, due to office
formalities and red-taps they started my internship on June 20, 2011 which will end on
August 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. Dedication
I dedicated my works to my respectable beloved parents whose efforts and prayers make
me this stand-step in my career.
6. Acknowledgement
I 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. Executive Summary
My Project is basically on “Rafhan Maize Products Co Ltd”, which is affiliate under
“Corn Products International” (CPI). CPI is a multinational company having more than
37 branches in 6 continents over the world.
In this project I discussed a detailed overview about Rafhan Maize; it was based in 1953
by Mian Muhammad Shafiq Mannu. In 1963 it became the subsidiary of Corn Products
International. In 1988 the company registered as public limited company. The company
has the monopolistic competition in the country. The company produces the starches,
Glucose, animal feed ingredients, and Crude Oil. The organization has
departmentalization structure. I also discussed potential in the market. Organizational
hierarchies chart its departmentalization the company Annual report 2010. My internship
plan, department of internship in the organization is mentioned. Sales procedure and sales
return procedure. Tasks assigned to me Total investment, Market share, Environmental
analysis, SWOT Analysis, Advertising campaign, Distributing channels, its competitors,
Coverage, Key strength, Business Team, Investors, and Its future plan etc.
8. Table of Contents
Serial Description Page Number
Scanned Copy of Letter of Undertaking 3
No
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. iii. Marketing Operations 29
06 Functions of Marketing Department 32
i. Segmentation Strategy 32
ii. Target Market Strategy 32
iii. Product Planning, Development and Management 33
iv. Positioning 34
v. Pricing Strategy 34
vi. Distribution Strategy 35
vii. Promotional Strategy 35
07 Structure of Sales Department 36
i. Department Hierarchy 36
ii. Number of Employees in Sales Department 36
iii. Sales Operations 36
08 Functions of Sales Department 37
i. Sales Methodology 37
ii. Types of Selling 37
iii. Sales Return Procedures 38
09 Customer Service Department 38
i. Process of Developing Relations with Customers 38
ii. Techniques of Retaining Customers 39
iii. Techniques of Attracting New Customers 39
iv. Ways of Handling different kinds of Customers 40
10 Critical Analysis 40
11 SWOT Analysis 41
12 Conclusion 42
13 Recommendations for Improvement 42
14 Research Methodology 43
10. Rafhan Maize Products Company Ltd., is located at Faisal Abad, about 1100 kilometers
north of Karachi, in Pakistan. The Company processes thousands of tons of corn every
year to produce high quality food ingredients and industrial products. Rafhan Maize is the
pioneer in producing diversified type of starches and sweeteners for multiple applications
in more than 50 types of industries.
Vision
To be the Premier Provider of Refined Agriculturally Based Products and ingredients in
the Region.
11. Mission Statement
To grow business consistently through positive relationship with customers to attain full
customer satisfaction and to bring continual improvement by adopting only those
business practices which add value to our customers, employees and shareholders.
Company Overview
i. History of the organization
Rafhan Maize was launched in Jan 1953. Rafhan Maize is producing the starches and
sweeteners at a large volume. At early time there was no starch for textile industries and
also no concept of imports in Pakistan. So its small plant was based at that time. The
Rafhan Maize registered according to factory act 1934.
FOUNDER
The founder of Rafhan Maize products was Mian Muhammad Shafique Mannu from
Chiniot City who was also being the managing director. He belongs to a Mannu family.
INVESTMENT BY CPI
Corn Products International is a multinational company of USA. It has many branches in
many countries over the world. In 1962 the CPI take investment in Rafhan Maize and
Rafhan Maize is now affiliation of CPI. In 1963 the share of CPI in Rafhan Maize was
70.31%.
12. ii. Nature of the organization
The company is producing the industrial products and food ingredient used in various
types of industries in Pakistan. The company the company has direct relations with its
customers and suppliers in Pakistan. The company sells at domestic base as well as
exports in foreign countries.
Safety:
Nothing is more important than safety. We have a simple goal: Zero accidents. We have
developed a company-wide safety program that applies to all of our facilities around the
world, and we monitor and measure our safety performance. We will create and maintain
an 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. Our focus every day is on quality: Quality of the ingredients we make; of the services we
provide; and of the relationships that we build. When we do things right, our customers
and our colleagues have confidence in us, and that gives us the foundation on which we
will continue to build our Company.
Integrity:
Honesty and trust are the foundations of our business. The people of Corn Products
International will maintain the highest standards of business conduct, not only because it
is 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 people
who stand by their products, live up to their promises, keep their word, and do business in
an honorable fashion.
Respect:
We operate in an environment of openness, teamwork, trust and mutual cooperation. The
global nature of our business and the diversity of our employees are important factors
behind our ongoing success. We will create and maintain a culture where our people
listen to and learn from one another, and where we treat one another with the dignity that
all 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 http://www.rafhanmaize.com/Accounts/Rafhan-AR-2010.pdf
Company Information
Chairman
John F. Saucier - Non-Executive
Vice Chairman
Rashid Ali - Non-Executive
Chief Executive & Managing Director
Ansar Yahya - Executive
Directors
Cheryl K. Beebe - Non-Executive
Mary A. Hynes - Non-Executive
Zulfikar Mannoo - Non-Executive
14. Mian M. Adil Mannoo - Non-Executive
Wisal A. Mannoo - Non-Executive
Anis A. Khan - Executive
Sh. Gulzar Hussain - Non-Executive
Chief Financial Officer
Anis A. Khan
Secretary
M. Yasin Anwar
Audit Committee
Cheryl K. Beebe - Non-Executive
Rashid Ali - Non-Executive
Zulfikar Mannoo - Non-Executive
Sh. Gulzar Hussain - Non-Executive
Business Strategy and
Planning Committee
John F. Saucier
Rashid Ali
Ansar Yahya
Anis A. Khan
Shares Transfer Committee
Rashid Ali
Ansar Yahya
Anis A. Khan
Sh. Gulzar Hussain
Bankers
Citibank, N.A.
Habib Bank Ltd.
Meezan Bank Ltd.
MCB Bank Ltd.
National Bank of Pakistan
Standard Chartered Bank (Pakistan) Ltd.
Auditors
KPMG Taseer Hadi & Co.
15. Chartered Accountants
Lahore – Karachi
Legal Advisor
M. Ali Seena
C/o Surridge & Beecheno,
Karachi
Reference:
URL http://www.rafhanmaize.com/Accounts/Rafhan-AR-2010.pdf
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 Feeds
Prairie Gold Maize Gluten Meals
Rafhan Corn Germ Meals.
Buffalo Maize Bran
Cattle Feeds And Other Livestock Feedings.
Rafhan Maize Oil Cake
Mazoferm 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 supplier
Branding strategy
Rafhan Maize Products co. Ltd implements the Line Brand Strategy as it has different
industrial products and it has different brand extension under the same brand. This is due
20. to the different nature of business in its customers or industries. Company needed to
launch new brand with coming customer or industry in the market.
Main clients of Rafhan Maize Products co. Ltd
There 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. List of Main Competitors
There are only few competitors of Rafhan Maize Products co. Ltd
• Sethi enterprises
• Fuiji foundation industries
• Sword traders
• World Enterprises
But there volume is much low as compare to Rafhan Maize Products co. Ltd. Rafhan
Maize Products co. Ltd is pioneer in producing and delivering the corn starches and
sweeteners over the country.
Organizational structure
i. Hierarchy Chart
Nationwide Network or Hierarchy Chart of the Organization
CPI
Head Office in Faisalabad
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. 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. iv. Comments on the organizational Structure
Rafhan Maize Products co. Ltd works under departmentalization where the subordinates
report to the head of the department. The communication in the various departments is
going through the head of the department and each head is responsible to report to Chief
Executive and Managing Director of Rafhan Maize Products co. Ltd.
Plan of Internship Program
Introduction of Head Office
I started my internship in head office of the Rafhan Maize Products co. Ltd near
Abdullahpur, rakh canal east road Faisalabad.
A major reason of its presence in Faisalabad is that, there is large market of textile
industries. They need starch for sizing and finishing of the garments. So this made the
base of Rafhan maize products in Faisalabad. This is the largest Corn Starch plant in Asia
producing hundreds of thousands of tons every year of diversified types of starches and
sweeteners for different types of companies in Pakistan.
Starting & Closing Dates
Starting Date of Internship: 20 Jun, 2011
Ending Date of Internship: 19 Aug, 2011
Names of the Departments
I got training in sales and marketing department for two months. In these months I went
various departments for getting basic work procedure of daily routine tasks in the
organization. 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 sales
department. I am in new sales department. In this department the domestic sales is made
while in old sales department the products are exported in foreign countries.
Training program
25. The Operations of the Department
The major operations in the sales and marketing department is direct selling to its
customers this procedure is done at various stages.
Companies accounts:
All customers at Rafhan Maize Products co. Ltd have their own accounts and ID in the
record of the company. In this way Rafhan Maize gets quickly analysis to know which
type 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 a
purchase 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 customer
in its account for Rafhan Maize Products co. Ltd, ISO requirements is fulfilled by the
customer, products or finished goods are available in the company’s warehouse. The
company gets payment in advance strategy.
Sales Order:
Then the sales officers make the sales order for the customer
Delivery Note/ Delivery Order
After the completion of the sales order the delivery note or delivery order issued by the
warehouse 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 the
product or quantity of product can’t be altered by the sales officers.
Sales Tax Invoice
26. Then the sales tax invoice made by the sales department and amount including sales tax
deducted from the customer’s account.
Hidden Functions of the Department
OPERATIONS
Our strategies have repeatedly proven effective at achieving sustained and quality output
from our plants. This is a result of our commitment towards operational efficiency of
manufacturing facilities. Our plants have shown a solid production performance over the
years driven by continuous production enhancement, process optimization and efficiency
improvements in all plants. We have equipped our plants with state-of-the-art facilities
which combine competent people, technology and management system to achieve
profitable growth in line with our growth strategy from year over year.
Multiple steps were taken to recover production losses due to energy shortage in the
country and several energy saving measures were taken to improve energy optimization.
Processes were reengineered and employees trained for coordinated efforts and teamwork
to enhance productivity. Extended electricity and gas load-shedding affected the overall
productivity. Each rupee of the investment was spent in the right place. However, your
Company maintained its momentum to produce according to market demand and
customer needs which helped maintain market leadership. The management developed a
system for close monitoring of critical and important operations and took timely versatile
measures 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 of
increase in cost of doing business and strong competition in the global markets. The government campaign
for free education at school level and Local Bodies elections provided boost to the operation of paper
industry. But the escalated energy cost and cheaper imports of paper depressed the growth potential. Strong
demand of packaging material continued to support corrugation industry to operate at normal level. Despite
difficult business environment, your company was able to sustain growth in sales volume of industrial
ingredients.
Food Business:
The increase in sugar prices and withdrawal of certain export incentives negatively
impacted the operation and profitability of confectionery industry, major consumer of
liquid glucose. Hence, increase in manufacturing cost could not be passed on in the
selling price of liquid glucose. Competition, including the restarting of a previously
dormant competitor plant, and increase in transportation cost put further pressure on
margins to reduce profit. However, demand of sweeteners from ice cream, still drinks,
baking, processed and packed foods supported the sale of food ingredients. Strong
competition with the influx of cheaper imports of dextrose monohydrate from China
continued.
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. 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 department
i. Department Hierarchy
Marketing Department
29. Branch Director Marketing Manager Office Assistant
Mr. Sarwar Mr. Ahsan Farooq
Ahmad
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. 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 financial
standards.
This report analyzes deviations between Rafhan Maize Products Co Ltd and international
labor-productivity and utilization benchmarks. Based on the methodology described
below, the following chapters report a labor-ratio analysis of Rafhan Maize Products Co
Ltd vis-à-vis global benchmarks. In contrast to this report, most productivity and
utilization studies focus on benchmarking against domestic ratios, often published by
government agencies or commercial sources (e.g. Value Line, Dun and Bradstreet, anilar
products, offer similar services, or are in the same stage of the value chain for a particular
industrial classification. In the case of this report, the SIC code selected is: 203 which is
defined as “Canned, Frozen, and Preserved Fruits, Vegetables, and Food Specialties
Manufacturing”. This classification should be seen as a working assumption. In order to
obtain a more detailed discussion of this classification, the reader is referred to the web
sites developed by the U.S. Census Bureau: Basic definitions and descriptions are
provided at. A full correspondence table between SIC and NAICS codes, and detailed
definitions 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. 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 needs
and characteristics, Market segmentation reveals the firm's market segment opportunities.
The firm now has to evaluate the various segments and decide how many and which ones
32. to target. We now look at how companies evaluate and select target segments. The
company also needs to examine major structural factors that affect long-run segment
attractiveness. For example, a segment is less attractive if it already contains many strong
and aggressive competitors. The existence of many actual or potential substitute products
may limit prices and the profits that can be earned in a segment. The relative power of
buyers also affects segment attractiveness. Buyers with strong bargaining power relative
to sellers will try to force prices down, demand more services, and set competitors against
one another. Finally, a segment may be less attractive if it contains powerful suppliers
who 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 on
basis of customer’s needs and its own needs. The management of the Rafhan Maize
Products Company selects those customers which may remain long time with company
and would make loyal in future. The marketing managers give preference to those
customers which have emerging need for products and they are ready to pay higher
charges for products.
ii. Target marketing Strategy
A target market or target audience is a group of customers that the business has
decided to aim its marketing efforts and ultimately its merchandise. A well-defined target
market is the first element to a marketing strategy. The target market and the marketing
mix variables of product, place (distribution), promotion and price are the elements of a
marketing mix strategy that determine the success of a product in the marketplace
The marketing managers of the Rafhan Maize Products Company give preference to
those segments or customers which have emerging need for products and they are ready
to pay higher charges for products.
They also target different companies or departments or individuals for marketing
on 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 to
a market for attention, acquisition, use, or consumption and that might satisfy a want or
33. need. It includes physical objects, services, persons, places, organizations, and ideas. Pure
Services 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 satisfactions
offered for sale that are essentially intangible and do not result in the ownership of
anything. Product is a complex concept that must be carefully defined. Product planning
is 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 also
plans about its services.
After product planning product development is also an important step. Extends
existing products or developing new products is also included in product development.
Given the rapid changes in consumer tastes, technology, and competition, companies
must develop a steady stream of new products and services. A firm can obtain new
products in two ways. One is through acquisition by buying a whole company, a patent,
or a license to produce someone else's product or service. The other is through new-
product development in the company's own research and development department.
Product management is an organizational lifecycle function within a company dealing
with the planning or forecasting or marketing of a product or products at all stages of the
product lifecycle.
Product management and product marketing are different yet complementary
efforts with the objective of maximizing sales revenues, market share, and profit margins.
The role of product management spans many activities from strategic to tactical and
varies based on the organizational structure of the company. Product management can be
a function separate on its own and a member of marketing or engineering.
I also described above that Rafhan Maize Products Company is services provided
company so it manage its services.
So these are there important functions of Rafhan Maize Products Company
service planning, development and management.
34. iv. Positioning
Position is - what place do you want your product to hold in the consumer’s
mind? Market positioning is arranging for a product to occupy a clear distinctive and
desirable place relative to competing products in the minds of target consumers. In
positioning a product, a company first needs to identify possible competitive advantages
upon which to build the position. To gain competitive advantage, the company must
offer greater competitive advantage to the target segment. The company’s entire
marketing program should support the chosen positioning strategy. Effective positioning
begins with actually differentiating the company’s marketing offer so that it gives
consumers more value than they are offered by the competition.
The Rafhan Maize Products Company also make a valuable strategy to get a
preferable position in customer’s mind through gives him better services than competitors
and 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. They
can have a large impact on profit, so should be given the same consideration as
promotion and advertising strategies. A higher or lower price can dramatically change
both gross margins and sales volume. This indirectly affects other expenses by reducing
storage 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 country
recharge the same prices which company authorized them.
In variable pricing marketers can change prices on spot according to customers
needs or any other reason.
vi. Distribution Strategy
35. Distribution is making available the required products and services on required
places and this distribution is completed through distribution channels. The concept of
distribution channels is not limited to the distribution of tangible products. Producers of
services and ideas also face the problem of making their output available to target
markets. In the private sector, retail stores, hotels, banks, and other service providers take
great care to make their services conveniently available to target customers.
The Rafhan Maize Products Company’s marketing also make available its
services 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 the
purpose of influencing informing, or persuading a potential buyer's purchasing decision.
The Rafhan Maize Products Company also makes promotional strategies to
promote its business through advertising and other promotional tools. The marketers and
sellers of the company are also the promoters of the business.
Structure of Sales Department
i. Department Hierarchy
Sales Department
Branch Director Sales Manager Office Assistant
Mr. Sarwar M Irshad Farooq Ahmad
36. ii. Number of Employees in Sales Department
There are only approx 30 employees in the sales and marketing department.
iii. Sales operations
The major operations in the sales and marketing department is direct selling to its
customers this procedure is done at various stages.
Companies accounts:
All customers at Rafhan Maize Products co. Ltd have their own accounts and ID in the
record of the company. In this way Rafhan Maize gets quickly analysis to know which
type 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 a
purchase 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 customer
in its account for Rafhan Maize Products co. Ltd, ISO requirements is fulfilled by the
customer, products or finished goods are available in the company’s warehouse. The
company gets payment in advance strategy.
Sales Order:
Then the sales officers make the sales order for the customer
Delivery Note/ Delivery Order
After the completion of the sales order the delivery note or delivery order issued by the
warehouse by delivering or hand over the goods to the customer.
PGI (Post Goods Issue)
37. This is an important step take by the warehouse “Post Goods Issue”. After the PGI the
product or quantity of product can’t be altered by the sales officers.
Sales Tax Invoice
Then the sales tax invoice made by the sales department and amount including sales tax
deducted 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. i. Process of Developing Relations with Customers
Develop long time relations with customers is compulsory for every organization
in this competing world. The process of Developing Relations with customers of the
Rafhan Maize Products Company is that:
The company develops relation through CRM system. As Customer
Relationship Management (CRM) systems become more sophisticated and feature-rich,
many companies implement the technology working under the assumption that the
automation alone will deliver the most effective sales process for their needs. Customer
relationship management (CRM) has been defined narrowly as a customer database
management activity. Today, customer relationship management is seen as the overall
process of building and maintaining profitable customer relationships by delivering
superior 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 don't have to search for your contact information.
ii. Techniques of Retaining Customers
Maintaining prices and retaining customers in competitive markets depends
heavily on your ability to effectively service your accounts. Proactive organizations work
with customers to identify their strengths and weaknesses to better serve their market.
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 customer
retention:
Understand and fulfilled customer’s needs
Accept customer’s complaints
Solve customer’s problems within less time
Satisfy customer with quality of services
iii. Techniques of attracting new customers
Attracting new customers is expensive but compulsory for company’s growth and
to increase its market share. Every new customer directly attract to the Rafhan Maize
Products 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 satisfy
customers and cope with the tough situations that they put you in, attend How to Handle
Difficult Customers & Other Tough Situations, a new kind of customer service training
unlike anything else you’ve attended! In a fun, relaxing, enjoyable, and completely
STRESS-FREE learning environment, you’ll learn the secrets to satisfying every
customer you have without resorting to cheap tricks, anger, or just plain giving in.
Critical Analysis
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 organization
A. 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. B. Weakness
Shortage of Factory over head resources
Alternative power resources are of high cost
C. Opportunities
Monopolistic competition in the market
Having more demand than supply in the market
Can hold the entire market by expansions of business
D. 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. gives products services to industry for their product development which are the back
bone of the Pakistan’s economy.
So the conclusion is that Rafhan Maize Products Company is a successful products
company 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