Internship Report MBA Marketing Management Allama iqbal open university Islamabad

Submitted by:

Nasir MehmoodRoll No: P-500791

Registration No: 04-PRN-0159

“Jamal House”No.1244 Block 4 Milltat Road

Colony Amanat Ali Rahim Yar KhanTel: 0685884661 Cell: 03216705100

E mail: nasirmetme@gmail.com

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Best Chemicals Corporation(AGRO DIVISION)

23-D Block “W” Gulshan-e-Iqbal Rahimyar Khan

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Tel. 068-5883800 ,5883900 Fax: 5883901

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Acknowledgement

I am gratified with the core of our heart to “Almighty God” who made it possible to complete this project lucratively.

I am take this opportunity to full great pleasure to our teacher Mr. Umair Sajjad and our friend Mr. Aamir Farooq (MBA Marketing from Islamia University Bahawalpur), for their continuous encouragement support and lead toward the project.

I would also like to highly acknowledge and appreciate Mr. Hashim Abbasi Sales Manager of Best Chemicals Corporation for his continuous assistance, personal attention, encouragement and support which made us more eligible to be confident about this project

I am highly thankful to Mr. Sultan Malik (Franchiser of the Best Chemicals Corporation in Rahim Yar khan) for providing useful information about the product and its market impact.

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Page No.

1 Introduction……………………………………………………….. 07

2 Objective of Studying the organization ……………………….09

3 Overview of the organization…………………………………… 11

o Brief History ………………………………………………. 11o Nature of the organization ……………………………… 11o Business Volume …………………………………………. 13o Profile of employees……………………………………… 15

o Product Lines ……………………………………………... 21

4 Organizational Structure ………………………………………… 17o Main Offices………………...…………………………….. 17o Marketing Operation……………………………………… 19

5 Structure of the Marketing Department

o Number of employee working in the Marketing Department……………………………… 15o Marketing Operation……………………………………… 19

6 Function of the Marketing Department……………………….. 23o Marketing Strategy……………………………………….. 24o Product Planning, Development & Management…….. 24o Pricing Strategy……………………………………………. 25

o Promotional Strategy……………………………………… 26

7 Critical analysis of the theoretical conceptsrelating to practical experience i.e. relate the theoretical concepts with your practical experience during your internship with the marketing Department……………………………………………… 32

o Success and failure of different products

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of the organization in the market along with reasons... 32

o Major competitors of the organization……………………33o Future prospect of the organization…………………….. 33

8 Short falls / weaknesses of the marketing department………35

o Critical analysis of the management patternsOf the organization with reference to marketingOperation weak area which need to be improved……..

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9 Conclusions & recommendation for improvement……………..40

10 Reference sources used……………………………………………. 4311 Annexes………………………………………………………………. 42

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Introduction

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In the past business based on only producing goods & sell them to customers, No business strategies can be make for customer attraction & satisfaction.Now these days business trend has been dramatically changed due to development in means of communication & technology. The World has become “Global Village”. In the sense of Marketing numbers of techniques can be used to attracting / retaining / convincing / satisfying the valuable, loyal customers.The purpose of internship in Best Chemicals Corporation Marketing Department to develop/enhance my technical expertise in relevant field. By appearing as internee in Marketing Department of Best Chemicals Corporation I learn about various techniques like

Product Development Product Planning Product Pricing Product Placement Product Promotion Etc

During Internship tenure I visited upper Sindh & lower Punjab territories, I also learned about the marketing functions & strategies.

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Objective of Studying the organization

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Main objective of studying organization is to enhance technical expertise in the field of marketing. Some are the others objectives are:

To learn about Marketing operation To learn about Marketing Strategies To learn about Pricing Strategies To learn about 4p’s To learn about implementation of marketing tools/techniques as

well as - Advertising- Personal Selling - Public Relation - Sales Promotion

Cotton Wheat & Vegetables

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Brief History

The Best Chemicals Corporation is private firm registered with registrar of firms Bahawalpur as per A.O.P. (Act)

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In 2000 they started their business as pesticides distributor by registering a firm with the name of Best Chemicals Corporation Rahim Yar Khan. In 2005 they shaped their business in franchisee form by the name of “CARAVAN” and giving technical how know & services to the farmers & dealers.

NAME AND ADDRESS OF THE COMPANY

“ BEST CHEMICALS CORPORATION” 23-D Block W Gulshan Iqbal Rahimyar Khan Tel. 0685883800-5883900 Fax. 0685883901

NAME OF DIRECTORS

Muhammad Iqbal Ahmad Qureshi Malik Arshad Nawaz Malik Farooq Ahmad

They have membership of following associationsi) Pakistan Crop Protection Association Lahore ( PCPA ) ii) Chamber of Coherence & Industry Bahawalpur

Best Chemicals Corporation is registered in the following provinces of Pakistan.

i) Punjabii) NWFPiii) Sind

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Overview of Caravan Franchisee Shop

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Nature of the organization

The Best Chemicals Corporation is private firm registered with registrar of firms Bahawalpur as per A.O.P. (Act)

Business Volume

Business volume of the Best Chemicals Corporation

Years MRPs Sales Volume Rs.

Net Sales Volume Rs.

2003 145,364,666.62 105,264,456.482004 112,352,634.01 94,321,055.322005 156,023,620.25 125,364,550.06

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Profile of Employees

Sr.No.

Name of Employees

Designation

Qualification

Experience

1 Mr. Mushtaq Ahmad Manager Finance

C.A. Inter, MBA Finance

10 years

2 Mr. Abdul Karim Admin Officer B.A. Arts 25 Years

3 Mr. Ghulam Ghous Store Officer Rahimyar

B.A. Arts 15 Years

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Khan

4Mr. Muhammad Idrees

Store Officer Hyderabad

B.Com 06 Years

5 Mr. M. Hashim AbbasiNational Sales Manager

M.Sc. AgriEntomology

12 Years

6 Mr. Sultan MalikSales Officer RYK

B.Sc AgriPlant Pathology

10 Years

7 Rao Muslim RazaSales Officer KNP

M.Sc. AgriEntomology

05 Years

8 Mr. Gul Draz Khan Sales Officer Zahirpir

F.A. 12 Years

9 Mr. Azam MalikArea Sales Manager Alipur

M.Sc. AgriPlant Protection

05 Years

10 Mr. Shoukat DherojoArea Sales Manager Ghotki

B.Sc. AgriEntomology

10 Years

11 Mr. Sana UllahSales Officer Mirpur Mathel

B.Sc. AgriEntomology

04 Years

12Mr. Masood Iqbal Khan

Sales Officer Deharki

B.Sc. 02Years

13Mr. Riaz Ahmad Soomro

Salse Officer Jarwar

M.Sc. AgriPlant Protection

10 Years

14 Mr. Mumtaz Ahmad Packing Manager

B.A. 05 Years

15 Mr. Mumtaz Nawaz Sales Officer Sanghar

M.Sc. AgriEntomology

02 Years

16 Mr. Ghulam Murtaza Sales Officer Shahdad Pur

B.A. Arts 02Years

17Mr. Nawaz Hussain Hakro

Sales Officer Hyderabad

B.Sc. AgriEntomology

04 Years

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Organizational Structure

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Chief Executive

Director Sales & Marketing

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Sales Manager Finance/ Accounts Manager

Area Manager Admin. Officer

Sales officer

Territory officer

Area Sales Assistant

Field Officer

Field Officer II

W/H Officer

W/H Officer II

Numbers of employees working in the marketing Department

There are 15 permanent staff members employing in Best Chemicals Corporation working in sales and marketing functions. And at least 30 temporary sales staff performing their duties in the field of sales and marketing during cotton season. Their duties provide best field services to the farmer’s.

Marketing Operation

Marketing operation conducted on Best Chemicals Corporation by procedural way which describe on mentioned below.

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Step 1st: Gathering information & marketing demand

Step 2nd: Scanning the marketing environment

Step 3rd: Analyzing consumer market and buyer behaviour

Step 4th: Analyzing business markets and business buying behaviour

Step 5th: Dealing with competition

Step 6th: Managing product lines

Step 7th: Managing Marketing Channels

Step 8th: Designing marketing Strategies

Step 9th: Managing marketing channels

Step 10th: Managing Retailing, Wholesalers

Step 11th: Managing Integrating marketing communication

Step 12th: Managing advertising, sales promotion and public selling

Step 13th: Managing the sales force

Step 14th: Managing Direct marketing

Step 15th: Managing Order Placement

Step 16th: Order approval

Step 17th: Invoiced & Delivered to party

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Products Portfolio– Best Chemicals Corporation

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Sr. No.

Product Name Pack Size

Price Rs.

1 Imidacloprid 25 % WP 250 gm 140

2

Acetamiprid 20% SL

(Megamos) 250 ml

130

3 Cypermethrin 10 % EC Ltr 190

4 Deltamethrin 2.5 % EC 750 ml 450

5 Alpha Cyper 05 EC Ltr 230

6 Lambdacyhalothrin 2.5 % E.C. Ltr 190

7 Esfenvalerate 5 % E.C. Ltr 230

8 Profenofos 50 EC (Randas) Ltr 330

9 Cholrpyrifos 40 % EC Ltr 320

10 Buprofezin 25 % WP 1 kg 190

11 Triazophos 40 E.C. Ltr 220

12 Methamidophos 60 % SL Ltr 180

13 Bifenthrin 10% E.C. 500 ml 450

14 Cartap 4 G 09 Kg 270

15 Zabardast Zink 21 % 03 Ltr 230

16 Singhar ( Micronutrient) 500 ml 62

17 Fighter Ltr 616

18 Timer 1.9 EC 400 ml 450

Function of Marketing Department

Marketing Strategy

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A marketing strategy serves as the foundation of a marketing plan. A marketing plan contains a list of specific actions required to successfully implement a specific marketing strategy. An example of marketing strategy is as follows: "Use a low cost product to attract

consumers. Once our organization B.C.C., via our low cost product, has established a relationship with consumers, our organization will sell additional, higher-margin products and services that enhance the consumer's interaction with the low-cost product or service."A good marketing strategy should integrate an organization's marketing goals, policies, and action sequences (tactics) into a cohesive whole. The objective of a marketing strategy is to provide a foundation from which a tactical plan is developed. This allows the organization to carry out its mission effectively and efficiently.

B.C.C., adopt the following marketing strategies Cost leadership Product differentiation Market segmentation Deals with the firm's rate of New product development and business model

innovation.

Cost Leadership: BCC adopt the cost leadership strategy for attracting & retaining customers. A product like “Micronutrient 500 ml ” company produce with low cost using quality ingredients likewise Zink Sulfate 20 %Ec , Nitro 2.5 Ec.

Product Differentiation: By using differentiation within products Best Chemicals Corporation make a lot of difference with others competitors. E.g. A product “Megamos 250 ml” company make differentiate it with competitors by developing his innovative features like its Labeling , Packaging. Market Segmentation:By segmenting the market Best Chemicals Corporation achieving its desired objective. Company segmenting market in new territories like a rounding Rahim Yar Khan City / Towns / Villages. Directly meet with farmers.

Product Planning, Development & Management

Product Planning

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Product Planning is the ongoing process of identifying and articulating market requirements that define a product’s feature set.Best Chemicals Corporation marketing department set the plans for product regard to: Annual Polices (Likewise BCC announced)

“ Umerah Package Scheme ““ Murree Tour Scheme ““ Khusbakht Scheme “

“ Thai Tour Policy “

Product ManagementProduct is a function within a company dealing with the day-to-day management and welfare of a product or family of products at all stages of the product lifecycle.The product management function of Best Chemicals Corporation is responsible for

o Defining the products in the marketing mix. o Defining new products and gathering product requirements o Defining product business criteria including o managing costs o Securing internal resources for product team o Translating feature requirements into engineering

specifications o Working across all functions to bring a product to launch

Leading teams to ensure execution towards product objectives

o Defining supportability requirements o Promoting the product internally across all functions o Promoting the product externally with press, customers,

and partners o Bringing new products to market o Product differentiation o Product positioning and outbound messaging o Product Life Cycle considerations o Product portfolio management

Pricing strategies

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There are many ways in which the price of a product can be determined, the following are the foremost strategies that Best Chemicals Corporation like to use.

Competition based pricingBest Chemicals Corporation developed competition based prices for the products. The following table define the process in which BCC calculate their product price for farmers / dealers in annual bases.

Promotional Strategy

Promotion:

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Pricing Schedule All prices can be withdrwan at any time without any prior notice

Sr.

No.

Insecticides Pack Size

Inv. Pric

e

Special %

age Dis

Special Dis

Net Price W/O GST

Net to

Caravan

with GST 15 %

Special

Farmet

Price

Seasonal

Farmer Price

1 Imidacloprid 25 % WP 250 gm 160 18 29 131 151 170 186

2 Acetamiprid 20% SL (Megamos)

250 ml 195 18 35 160 184 208 226

3 Cypermethrin 10 % EC Ltr 240 18 43 197 226 256 278

4 Deltamethrin 2.5 % EC 750 ml 340 18 61 279 321 362 394

5 Alpha Cyper 05 EC Ltr 224 18 40 184 211 239 260

6 Lambdacyhalothrin 2.5 % E.C. Ltr 236 18 42 194 223 251 274

7 Esfenvalerate 5 % E.C. Ltr 320 18 58 262 302 341 371

8 Profenofos 50 EC (Randas) Ltr 360 18 65 295 339 384 418

9 Cholrpyrifos 40 % EC Ltr 360 18 65 295 339 384 418

10 Buprofezin 25 % WP 1 kg 215 18 39 176 203 229 249

11 Triazophos 40 E.C. Ltr 320 18 58 262 302 341 371

12 Methamidophos 60 % SL Ltr 225 18 41 185 212 240 261

13 Cure 1.8 EC 500 ml 350 18 63 287 330 373 406

14 Bifenthrin 10% E.C. 500 ml 425 18 77 349 401 453 493

Promotion is the means to promote the companies’ product in order to enhance sales. Best Chemicals Corporation uses various means to promote its products, promoting a product requires various techniques and tools to enhance and to attract customers to buy the company’s products. BCC not only tries to attract the customers through ads but also to retailers and wholesalers by giving them handsome profit margins. Every possible and effective Medias are used for the promotion of the BCC Products including print, electronic, broadcast and FM radio.

Media Promotions of BCC Products

Personal selling Sales promotion Mass selling

Personal Selling:

Personal selling or door to door selling means that the sales persons of the company go from door to door where they convince people to buy their products. This mode of selling is not used in the cities but to a limited scale in villages where awareness of BCC Products is needed to be created.Area Sales Assistant & Field Officer Best Chemicals Corporation perform their duties in different territories across the Sindh, Punjab in order to attracting, retaining or satisfying consumers / farmers needs.

Sales Promotion:

Best Chemicals Corporation is very active in sales promotion of the BCC Products. Sales promotion is the mode of promotion in which the company gives incentives to customers to buy its products like two in the price of one, free extra quantity, buy four get one free, lucky draws, gifts hampers, surprise gifts etc. This mode of activity has generated excellent as far as sales and awareness of BCC Products were concerned BCC produced following incentive scheme for customer attraction.

- Free sampling to dealers- Bonus Packs for consumers- Lucky draw scheme- Etc.

Mass Selling Best Chemicals Corporation:

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In the mass selling, selling to the public is done through Advertisement Publicity

Advertisement:

As advertisement is paid mode of promotion in which the company spends millions of rupees to create awareness of its products. Best Chemicals Corporation uses advertisements mode enormously. This mode consists of using Television, Newspapers, Radio.

Other Medium of Advertisement

Television

The ads are run and rerun constantly during prime time to target the farmers through (KTN Karachi Television Network). In reality Best Chemical Corporation dominates the advertisement segment during prime time viewing time.

Newspapers

For Products, Best Chemicals Corporation advertises in national newspapers constantly. The main aim of advertising in newspapers is to reach theses prospective client who don’t watch or listen to television and radios respectively.

Radio

Best Chemicals Corporation advertises for BCC Product on radio channels available in the Pakistan. ( FM 99 ). The mode of radio ads is chosen so that those who don’t have access or time to watch T.V. should be able to be aware of BCC Products.

Public RelationsPublic relations is the art and science of managing communication between an organization and its key publics to build, manage and sustain its positive image.

Best Chemicals Corporation use marketing public relations (MPR) to convey information about the products they manufacture or services they provide to potential customers to support their direct sales efforts. Typically, they support sales in the short and long term,

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establishing and burnishing the corporation's branding for a strong, ongoing market. Best Chemicals Corporation also use public-relations as a vehicle to reach Large Farmers, seeking favorable sales, and other treatment, and they may use public relations to portray themselves as enlightened employers, in support of human-resources recruiting programs.

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Distribution Channels:

The distribution channel placement of Best Chemicals Corporation.

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Multan CWH

Warehouse RYK

Dealers

Retailer Consumer

Warehouse Sukkur

Warehouse Hyderabad

Filling Plant (Multan)

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Critical analysis of the theoretical concepts relating to practical experience i.e. relate the theoretical concepts with your practical experience during your internship with the marketing Department.

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Success and failure of different products of the organization in the market along with reasons

Succeeding Products of Best Chemicals Corporation

Followings are the marketing leading products during past few years.

Timer 1.9 ECEmamectinbezoate

Reasons:- New Chemistry & Formula- Result Oriented (Time taken only 12 Hrs)- Better Quality - Economical Price- Good control - Technical advisory Services to farmers- Timely Delivery- Climate environment (favourable)- Non compete able- Proper advertisement- Trail to the large farmers- Good Sampling Result - Free sample trail- Etc.

Failure Products of Best Chemicals Corporation

Followings are the market failures products during past few years.

Buprofezin

Reasons:

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- Old chemistry- Poor Results (Time taken at least 72 Hrs)- Satisfactory Quality - High Price- Poor control - Technical advisory Services to farmers (Normal)- Timely Delivery (Normal)- Climate environment (Unfavourable)- Comparable products- Proper advertisement (Null)- Trail to the large farmers (Null)- Etc.

Major Competitors of the organization

More than 75 national & generic companies worked as pesticides distributors in all over the Pakistan. Best Chemicals Corporation has faced below mentioned competitors relate to their territories.

- Dadajee Corporation - National Insecticides Chemicals Limited (NICL)- Target Zari Markaz - Pak Agro Chemicals - Sona Agro Chemicals - Warble Agro Chemicals (Pvt.) Ltd.- Eva International (Pvt.) Ltd- United Distributors Ltd.- Elixir Chemicals (Pvt.) Ltd- Help Agro Chemicals (Pvt.) Ltd- RB Avari Chemicals (Pvt.) Ltd- Pan Pacific (Pvt.) Ltd- Agri Farm (Pvt.) Ltd- Quality International (Pvt.) Ltd- Green Grow (Pvt.) Ltd- Pak Pansy (Pvt.) Ltd- Semilan (Pvt.) Ltd- Etc.

Future Prospect of the Organization

As you know our country is produced agriculture based products. Major crops are

- Cotton- Wheat- Rice- Sugarcane- Mangos/Orange- Etc

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All of the said crops have needs to pesticides chemicals for better production. Best Chemicals Corporation is aimed to make “Green Pakistan” by providing better quality & services of the pesticides products. So the future prospect of the organization is bright.

Short falls / weaknesses of the marketing department

During internship I have found various short falls in marketing department which are describe in below lines.

- Following are the matters for managing the sales team Relevant to sales incentive Relevant to sales target Relevant to promotions

- Following are the Draw backs in policies making Relevant to price Relevant to product Relevant to policies time Relevant to polices date

- Following are the promotional facts Improper advertisement Improper publicity Non creative ads Simple promotional activities Low incentive to dealers High prices of product

- Others Poor time management by sales team Improper decision making Incomplete presentation to farmers Etc

Critical analysis of the management patternsOf the organization with reference to marketingOperation weak area which need to be improved

Management "(from Old French ménagement "the Directing", from Latin manu agere ("To lead by the hand") characterizes the process of leading and directing all or part of an organization, often a business, through the deployment and manipulation of resources

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(Human, Financial, Material, Intellectual or intangible). Management "The art of getting things done through people."

There are five management functions: o Planning o Organizing o Leading o Coordinating and Controlling

Management is known by some as "Business Administration",

Marketing management is a business discipline focused on the practical application of marketing techniques and the management of a firm's marketing resources and activities. Marketing managers are often responsible for influencing the level, timing, and composition of customer demand in a manner that will achieve the company's objectives.

Activities and functionsMarketing management therefore encompasses a wide variety of functions and activities, although the marketing department itself may be responsible for only a subset of these. Regardless of the organizational unit of the firm responsible for managing them, marketing management functions and activities include the following:

Marketing research and analysisIn order to make fact-based decisions regarding - Marketing Strategy and design effective, - Cost-efficient implementation programs, Best Chemicals Corporation must possess a detailed, objective understanding of their own business and the market in which they operate. In analyzing these issues, the discipline of marketing management often overlaps with the related discipline of strategic planning.Traditionally, marketing analysis was structured into three areas:

1) Customer analysis, 2) Company analysis, and 3) Competitor analysis

(So-called "3Cs" analysis). More recently, It has become fashionable in some marketing circles to divide these further into Five "Cs":

1) Customer analysis2) Company analysis 3) Collaborator analysis4) Competitor analysis and

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5) Analysis of the industry Context.

The focus of customer analysis is to develop a scheme for market segmentation, breaking down the market into various constituent groups of customers, which are called customer segments or market segments. Marketing managers work to develop detailed profiles of each segment, focusing on any number of variables that may differ among the segments: demographic, psychographic, geographic, behavioral, needs-benefit, and other factors may all be examined. Marketers also attempt to track these segments' perceptions of the various products in the market using tools such as perceptual mapping.

In company analysis, marketers focus on understanding the company's cost structure and cost position relative to competitors, as well as working to identify a firm's core competencies and other competitively distinct company resources. Marketing Managers may also work with the accounting department to analyze the profits the firm is generating from various product lines and customer accounts. The company may also conduct periodic brand audits to assess the strength of its brands and sources of brand equity.

Marketing management employs various tools from economics and competitive strategy to analyze the industry context in which the firm operates. These include Porter's five forces, analysis of strategic groups of competitors, value chain analysis and others. Depending on the industry, the regulatory context may also be important to examine in detail.

In Competitor analysis, marketers build detailed profiles of each competitor in the market, focusing especially on their relative competitive strengths and weaknesses using SWOT analysis. Marketing managers will examine each competitor's cost structure, sources of profits, resources and competencies, competitive positioning and product differentiation, degree of vertical integration, historical responses to industry developments, and other factors.Marketing management often finds it necessary to invest in research to collect the data required to perform accurate marketing analysis. As such, they often conduct market research (alternately marketing research) to obtain this information. Marketers employ a variety of techniques to conduct market research, but some of the more common include:- Qualitative marketing research, such as focus groups - Quantitative marketing research, such as statistical surveys

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Marketing StrategyOnce the company has obtained an adequate understanding of the customer base and its own competitive position in the industry, marketing managers are able to make key strategic decisions and develop a marketing strategy designed to maximize the revenues and profits of the firm. The selected strategy may aim for any of a variety of specific objectives, including optimizing short-term unit margins, revenue growth, market share, long-term profitability, or other goals.

To achieve the desired objectives, marketers typically identify one or more target customer segments which they intend to pursue. Customer segments are often selected as targets because they score highly on two dimensions: 1) The segment is attractive to serve because it is large, growing, makes frequent purchases, is not price sensitive (i.e. is willing to pay high prices), or other factors; and 2) The company has the resources and capabilities to compete for the segment's business, can meet their needs better than the competition, and can do so profitably.Ideally, a firm's positioning can be maintained over a long period of time because the company possesses, or can develop, some form of sustainable competitive advantage. The positioning should also be sufficiently relevant to the target segment such that it will drive the purchasing behavior of target customers.

Implementation planning

After the firm's strategic objectives have been identified, the target market selected, and the desired positioning for the company, product or brand has been determined, Marketing Managers focus on how to best implement the chosen strategy. Traditionally, this has involved implementation planning across the "4Ps" of marketing: Product management, Pricing, Place (i.e. sales and distribution channels), and Promotion.

Project, process, and vendor managementOnce the key implementation initiatives have been identified, marketing managers work to oversee the execution of the marketing plan. Marketing executives may therefore manage any number of specific projects, such as sales force management initiatives, product development efforts, channel marketing programs and the execution of public relations and advertising campaigns. Marketers use a variety of project management techniques to ensure projects achieve their objectives while keeping to established schedules and budgets.

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More broadly, marketing managers work to design and improve the effectiveness of core marketing processes, such as new product development, brand management, marketing communications, and pricing. Marketers may employ the tools of business process reengineering to ensure these processes are properly designed, and use a variety of process management techniques to keep them operating smoothly.

Organizational management and leadership

Marketing management usually requires Leadership of a department or group of professionals engaged in marketing activities. Often, this oversight will extend beyond the company's marketing department itself, requiring the marketing manager to provide cross-functional leadership for various marketing activities. This may require extensive interaction with the human resources department on issues such as Recruiting, Training, Leadership development, Performance appraisals, Compensation, and other topics.

Marketing Operation weak area which need to be improved

As we have discussed earlier shortfall / weaknesses of the Marketing Department in Best Chemicals Corporation. I think it should be need to improvement in relate to following matters.

- Effective Decision making style - Effective pricing strategies- Efficient policies making - Better control on sales team- Well organized advertisement scheme- Attractive incentive policies to dealers/customers- Timely Distribution to customer- Better utilization of resources- Etc

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Conclusions & recommendation for improvement

In my completely study / survey of pesticides market in the lower Punjab & upper Sindh ( Cotton Belt)

1) The market behaviour has been tremendously change from credit to cash basis.

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2) Due to large number of multinational , national & generic companies a perfect competition is available in the market.

3) Buyer ( Dealers & Farmers) are fully aware about the product, function & prices due to competition of the market.

Recommendation

It is highly recommended to capture the market by reducing the marketing expense & increase the sales volume through attracting large numbers of loyal customers.

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Overview of Emamectin(Challenge) Bottle Pack

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Overview of Zubardast(Zink) Label

Reference

This project has taken this shape after consulting following references

Marketing Management by Philip Kotler

Mr. Hashim Abbasi (Sales Manager – Best Chemicals Corporation)

Mr. Mushtaq Ahmad ( Manager Accounts – Best Chemicals Corporation)

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Mr. Muhammad Azeem (Tutor AIOU Lahore)

Internet Browsing

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