Project of Human Resource

Management

“Super Asia Company

Submitted By:
Zeeshan Ali Qaiser 21020920-095
Mubarak Ali 20020920-154
Atiya Kainat 21020920-131
Saad Ilyas 21020920-109
Iman Fatima 21020920-083

Submitted To:
Prof. Ali Abdullah Mehboob
Department of Management Sciences
BBA 4th
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 TABLE OF CONTENT

Introductory part:

o Introduction_______________________________________________3
o History of the organization___________________________________4

Company’s HR practices:

o Vision____________________________________________________6
o Mission___________________________________________________6
o Objectives.________________________________________________6
o Division of organization__________________________________7, 8, 9
o Organization structure._______________________________10, 11, 12, 13
o Culture__________________________________________________14
o HR functions____________________________________________15, 16

Problems:

o SWOT Analysis_________________________________________17, 18, 19

o PEST analysis____________________________________________20, 21
o Find the Problems__________________________________________22

Suggestions: 23

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 INTRODUCTORY PART

1. INTRODUCTION:

Super Asia is producing high class home appliances in Pakistan. Home

appliances are being exported to Saudi Arabia, Dubai, Bangla-Desh and
Sri Lanka. The success of Super Asia is due to its chairman Haji
Mohammad Yousaf and Managing Director Haji Muhammad Afzal. Haji
Muhammad Ashraf, Chief Executive (CEO) of Super Asia has played a
leading role in the marketing aspects of the products. The services of Mr.
Faisal Afzal, Mr. Abdul Razaq, Mr. Sohail Yousaf and Mr. Umar Ashraf that
look after different departments of Super Asia. These four young fellows
have produced excellent results due to their high education.

Chairman Haji Muhammad Yousaf is paying his attention towards

religious problems and social work. He has constructed a Mosque. Mian
Muhammad Din Trust Hospital is another example where free medical
treatment is provided to factory workers and needy people.

Super Asia gets success due to its design, effectiveness and affordable price
amongst the consumers. Similarly, all the super Asia’s fans has international
standard. There are in different sizes & colors in:

 Ceiling
 Pedestal
 Bracket
 Circu-matic
 Exhaust Fans

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25 years ago, Super Asia produced the first washing machine of Pakistan.
After that Super Asia started producing room air coolers, gas and electric
geysers by keeping in view the demand (willingness to purchase +
purchasing power) of all the segments of the society. In Pakistan Super Asia
has not only introduced a large range of home appliances in plastic body,
but in different sizes and values as well.

Head Office is located at:

G.T. ROAD, GUJRANWALA,

PAKISTAN.
MAIL: info@superasia.biz

WEB: www.superasia.biz

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 2. History of Organization:

Super Asia started its business activities in 1975 by Mr. Mian Muhammad
Din, the founder of Super Asia. He was the first manufacturer of washing
machines in Pakistan. Super Asia was the first that produced first plastic
body washing machine in Pakistan. Super Asia is the market leader in
washing machine since 1975.

HOME APPLIANCES YEARS

Washing Machine. 1975
Room Air Coolers. 1980
Gas & Electric Water Heaters. 1985
Water Dispensers. 1995
Fans. 1998
Motorcycles and Insulation Packing Material. 2003
Microwave Ovens and Air Conditioners. 2004
Automotive Parts. 2006
Three-wheeler CNG auto-rickshaw. 2008
Hardees International Burger Chain. 2009
Gas Stove and Cooker Hood 2010

Super Asia is the leader in all of their products, nationally and

internationally. They win the satisfaction, trust and loyalty of their
customers.

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 COMPANY’S HR PRACTICES:

VISION:

“To be the market leader in every of our

products, Nationally and

regionally”

Since 1975, being the market leader in washing machines, Super Asia has
best plans to do best practices in every of offerings across the region. It’s
the VISION that every employee of the organization is clear about it.

MISSION:

“To win the utmost satisfaction, trust and

loyalty Of our valued customers”

Super Asia uses best tools to win and maintain the satisfaction, trust and
loyalty of its customers. Quality, Delivery and Innovation are the core
elements of the company. Stake holders at every level struggled hard to
maintain the status of the company.

OBJECTIVES:

 Set up a business model with modern and latest technology products.

 Provide such products that fulfill needs of customer with a high
standard of quality.
 Provide dynamic criteria to ensure the fast and new emerging
response to opportunity and threats.

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 1. DIVISION OF ORGANIZATION

Home Appliance Division:

Super Asia exports its products to South Asia, Middle East and other foreign
countries.

 Washing Machine
 Room Air Cooler
 Geyser
 Water Cooler
 Air Conditioner
 Water Dispensers
 Microwave Oven
 Fan Division:
 Ceiling Fan
 Bracket Fan
 Exhaust Fan
 Pedestal Fan
 Table Fan

Automobiles Division:
Super Asia has also recently started manufacturing rickshaws, (3 wheeler,
200cc 4 Stroke, CNG auto). The rickshaws have been designed with the
element of reliability and maximum seating capacity.
 Motorcycles
(Super Asia SA 70)
 Rickshaw
o Spare parts of :
🞂 Rickshaw
🞂 Motorcycles

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 Insulation Sheet Division:
It provides insulation solutions for packing material, architects. The aim of
Super Asia is to provide better environment by minimizing electricity costs,
reducing noise pollution and preventing water leakage.

Food Division ( Hardees) :

Super Asia opened a franchisee (Hardees) for delivering US brand burgers

in 2009. Super Asia opens restaurants with the brand name of HARDEES in
Pakistan. These restaurants are located in Lahore which is placed at MM
Alam Road, Thokar Niaz baig and in DHA and others. Super Asia wins of
FPPCI export trophies, world renowned certifications and awards as it is the
only local home appliances company to sponsor international matches.

Customer Care division:

To provide customer with quality and reliable services at their doorstep.

Super Asia is one that provide after sales services. After sales service team
consist of Engineers and highly qualified staff. Super Asia takes care
customers by remaining in contact with them so that they should not face
any type of problem.
 LAHORE Customer Care Centers:
89-Temple Road, Lahore.
Tel: 042-36373192

 RAWALPINDI Customer Care Centers:

B-Block, 1341 Satellite Town, Near Kali Tanki Stop,
Rawalpindi. Tel: 051-4429837

 FAISALABAD Customer Care Centers:

P-68 Main Jhang Road, Near PSO Petrol Pump, Shadab Colony, Faisalabad.
Tel: 041-2654655

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  MULTAN Customer Care Centers:
Ahmad Park Colony, Opp. Jamia Saqlain Road, Near Khanewal
Road, Multan. Tel: 061-8128172

 HYDERABAD Customer Care Centers:

House No. 29-A, Unit No.9, Near Wapda Hospital, Latifabad,
Hyderabad. Tel: 022-2909488

 KARACHI Customer Care Centers:

Saddiqe Godom, Near National Bank, City Station, Karachi.
1Tel: 021-32478016 , 32477221

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 2. ORGANIZATIONAL STRUCTURE

Super Asia Administration:

Chairman

Managing Director Chief Executive

Director Finance Director Production Director HR Director Marketing

General General General General

Structure according to division

Home Appliances Division and department:

 Washing Machine
 Room Air Cooler
 Geyser
 Water Cooler

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  Air Conditioner
 Water Dispensers
 Microwave Oven
 Fan Division
o Ceiling Fan
o Bracket Fan
o Exhaust Fan
o Pedestal Fan
o Table Fan

Automobiles Division:

Chairman

Super Asia Motors S. T. High-Tech Private

Private Ltd Ltd

 Motorcycles Spare parts of

 Rickshaw - Motorcycles
Insulation Sheets Division:

 Insulation Sheets

Finance Department:

General Manger

Finance Manager Accounts Manager

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HR and Administration:

General Manager

Human Resources Administration

HR Activities:
a. Time Keeping
Prepare time schedules.
Make sure that employees are joining the organization on time.
b. Canteen
Provide food for employees and staff of the organization.
Make sure the better quality of eatables
c. Salaries & Wages
Maintain working schedule of every employee of the organization.
Provide salary to employees on time and manage wages for daily
or weekly base employed labor.
d. Hospital
Mian Muhammad Din Trust Hospital provides better medical
facilities for employees and needy people.
e. Cleaning
Make sure the cleanliness in the organization.
Maintain the staff for this activity.
f. Building Maintenance
They maintain building by assuring the quality of ceiling, walls
and flour.
g. Legal Cases
Handle different cases for securing goodwill of the organization.
h. Trade Mark

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Super Asia has a strongest copyright that the other cannot copy.

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Security Department:

Security
Manager

Security Gate
Premises Residences
Staff Keeper

Sales and Marketing Department:

Country Manager

Dealers Sales Managers

Production Department:

 Tool Shop
 Molding Shop
 Die Maintenance Shop
 Sheet Shop
 Motor Body Shop
 Motor Winding Shop
 Assembly
 Fan Shop
Store Department:

 Store
 Procurement Store for Final Goods

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 3. Culture

Culture reflects the vision of the founders. The actions of top management
also have a major impact on the culture of this organization. Employees
learn the culture when management takes the serious actions of breaking
rules. We have visited the super Asia company and know it has creating and
innovative cultures. Now due to innovative culture in organization, it earns
a well goodwill in Pakistan because it is same according to wants and need
of the customers. With the passage of time they are producing the products
based on latest technology. In start, they produce washing machines in
1975 and then they adopt innovative culture as they started to make air
cooler, water dispensers, micro wave ovens, air conditioner, auto motives,
Hardees foods, and three wheel CNG rickshaws.

Involvement:
Employees are motivated and they involved in managing long term goals and
success of organization

Freedom:
Employees are independently perform their works, activities and tasks and
they take innovation in their activities day by day

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 4.HR FUNCTIONS
o Staffing:
HR plan:

They set HR plan by looking at current human

resource. Then, they compare demand and supply
of human resource. If the demand is more than
the supply, they will recruit or transfer / promote
internally. But when the supply is greater than
demand they will move towards decruitment.

Job analysis:

They made job description for the specific job by

collecting all the tasks, responsibilities and work
of the required job
Then, they made job specification by assuring the
required skill, knowledge, abilities and other
characteristics of the job.

Recruitment:

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 They collect a pool of candidate by advertising on
newspaper and social media both. Due to social media,
they prefer to give ad on social media nowadays.

Selection:

They select their employees by taking interviews of

applicants. They select their employees on the basis of
knowledge and experience that how much they know
about the work.

o Training and

development:

Training:

They give them one month training to understand their

work.

Development:

They break jobs in parts due to specialization study

for each department and develop workers for
specialized work.

o Motivation:

They motivate their employees with and job

security. The salary of managerial staff is low. It
is a demotivation.
They consider in decision making according to
situation by getting their views.

o Maintenance:

They control their employees by supervise

them. They also provide them bonuses for
their best work.
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 PROBLEMS OF THE ORGANIZATION

We have done the analysis of Super Asia to find the problems. Here we did
two type of analysis; first one is SWOT analysis that explains the strengths,
weakness, opportunities and threats of Super Asia and second analysis is
PEST analysis which is about politics, economic, social and technological
factors.

SWOT ANALYSIS

SWOT stands for strengths, weaknesses, opportunities and threats. The

reason to do this analysis is to find out that what are the strengths of the
company which can overcome the weaknesses of company and what are the
opportunities which can company avail to prevent the threats to the
company.

Strengths:

o Super Asia has built up goodwill in Pakistan from a very longtime.

o Company has largest market share throughout the country in Washing
Machine industry.
o The company deals in all sorts of home appliances, like Washing
Machine, Spinners, Air Conditioners, Fans, Geysers, Water
Dispensers, Room Air Coolers, Microwave Oven and Cooking Range.
o Super Asia is also the strategic partner of Procter & Gamble.
o The company is having a number of old employees who are committed
and loyal with the company.
o Super Asia retains its employees by offering benefits like old
age benefits, disability benefits, disease benefits, medical facilities in
the company hospital and advance pay etc.

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Weaknesses:

o Technical labor has the negative views about the management.

o There is shortage of skilled labor in the company.

o The advertisement budget is very short comparatively other brands.

o Most of the managerial staff is not well educated.

o A weak point in the management which is over staffing.

o The salaries of management staff are very low.

Opportunities:

o Super Asia has opportunities to increase their exports due to

Government policy of low export duty.
o The management can use the latest technology in their products due
to the strong financial position.
o They can use the brand name in the international market to
increase their sales of Washing Machines.
o It can use electronic and print media to increase their sales as the
company is financially very strong.
o It is a big opportunity for the company to create the awareness of its
brand in the international markets.

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Threats:

o Chinese Technology is the very big threat to Super Asia.

o Other competitors of Super Asia are offering the same products at
lower prices. Other competitors include:

 Sonex
 Majestic
 Pell
 Haier
 Dalawance
 Waves
 Orient
 Mitsubishi
 Atlas Honda
 DYL Motorcycle
 Suzuki Motorcycle
 Tez Raftar Rickshaw

o A large number of new incoming companies are increasing the

competition.
o Current Power & Electricity crises are very big hurdle for the
manufacturing.
o Complaints in some particular SBUs, like Motorcycles is a big
threat to brand name of company.

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 PEST ANALYSIS

PEST analysis is used to describe a framework for the analysis of

such macro environment factors:

1. Political

2. Economic

3. Social

4. Technological

Political Factors:

o Try to increase exports because of advantages given by government.

o Government is providing opportunities to provide benefits like old-
age benefits, disability benefits, pension, etc.
o As the policy of government, the minimum wage for an employee is
18000/-.
o All the tax related policies are being followed by Super Asia.
o The company submitted its financial reports annually.

Economic Factors:

o The cost of production includes wages, salaries, purchases,

utilities, carriage inward and outward, etc.
o The company offer expensive products for higher class and cheaper
products for middle and lower class customers.
o The prices of products of Super Asia are higher than products of its
competitors.

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o Super Asia has the largest market share due to the quality of its
products.

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Social Factors:

o The salaries and wages are not satisfactory because of

dissatisfactory income distribution factor
o Super Asia is funding many NGOs and welfare organizations in
the whole country.
o Super Asia has the honor to sponsor an international cricket
series. It also provides its employees the benefits of social
security.
o Various types of home appliances improve the life style of the people.

Technological Factors:

o The company have computerized latest machine which helps in

reducing labor cost and time.
o Super Asia takes benefit due to lower prices from China in material.
o Advance technology is used for motorcycle engine and air conditioner
machinery.
o Different softwares are being used in every department for
advertisement, employee records, and maintenance of
accounts.

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 PROBLEMS ABOUT HRM

 Technical labor has the negative view about the

management.
 There is shortage of skilled labor.
 Most of the managerial staff is not well educated.
 Management is overstaffing.
 The salary of management staff is very low.
 As the policy of government, the minimum
wage for an employee is 18000/- that is too
low.
 The salaries and wages are not satisfactory
because of dissatisfactory income distribution
factor

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 SUGGESSIONS

 HR department should focus on management performance by

evaluating the results of performance on monthly base or 15 days
base.
 The demand of skilled labor is too much in the organization. So, the
organization should move towards recruiting and select best applicant
to fulfill the demand of skilled labor.
 Organization should focus on selection process to ensure the
education of the managerial staff by looking these steps:
o Initial screening.
o Completion of the application.
o Employment testing.
o Taking interviews.
o Conditional job offer.
o Medical fitness.
o Background investigation.
o Permanent job offer.
 As the management is overstaffed, the organization should move
towards decruitment. For effectiveness, they will have to look at the
HR plan in which labor demand and supply is compared for
recruiting or decruiting.
 HR department should increase the salary of managerial staff for
maintenance and give them rewards or bonuses for motivation. The
organization should focus on it.

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