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8/7/2019 Project on Pel Final Print
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TO
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EXECUTIVE SUMMUARY
PEL and PEL appliances fall under the SAIGOL Group of Companies. PEL has long beenknown in as a company that produces quality products. PEL has created a brand loyalty
among its users and the company credits that to its high quality and vast product range.
PEL has been continuously adding new products to its range. As a result PEL has registered
a significant increase in its sales volume, during the last ten years.
One sector in Pakistan that has grown considerably in the past is the Home Appliances
Division. There is great competition in this sector and PEL has survived this competition
with great flair.PEL enjoys good reputation in the market for its home appliances.
PEL is in a growth phase in this sector. This sector carries a lot of potential and PEL can
capitalize on this fact.
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To excel in providing engineering goods and services through continuous improvement.
y To provide quality products and services to the complete satisfaction of ourcustomer and maximize return for all stakeholders through optimal use of
resources.
y To focus on personal development of our employees to meet future challenges.
y To promote good governance, corporate values and a safe working environment
with a strong sense of social responsibility.
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PEL was established in 1956 with the technical collaboration of M/S AEG Germany and is
the oldest electrical equipment manufacturing unit in Pakistan.
In October 1978 the company was taken over by the SAIGOL Group, which is one of the
leading industrial and commercial groups of Pakistan. The products manufactured by PEL
have always been of a high standard and the name PEL is synonymous with quality all
over Pakistan. PEL, since its inception has been acting as an institution working for the
advancement and development of engineering and modern technology in Pakistan.
Since its inception, the company has been working for the advancement and development
of engineering know-how in Pakistan. The company has produced hundreds of engineers
and skilled workers and technicians through its apprenticeship schemes and training
programs.
PEL has been continuously adding new products to its range. As a result, PEL has registered
a significant increase in its sales volume, during the last ten years. In 1978, the SAIGOL
Group of Companies purchased the major shares of company. At that juncture the companywas only manufacturing transformers and switchgears. With the SAIGOL in the
management, PEL started expanding its product range by entering into Air Conditioner
manufacturing.
y In 1981, PEL window type air conditioners were introduced in technical
collaboration with General Corporation of Japan.
y In 1986-87, the company started manufacturing of refrigerators in technical
collaboration with M/S IAR-SILTAL of Italy.
y In 1987, PEL deep freezers were also introduced in technical collaboration with
M/S Ariston of Italy.
y
In 2006, the company has started manufacturing of split type of air conditioners of various capacities as the customer choice has shifted from window to split type. The
product has been well received in the market. This encourages the company to
multiply its production in the coming year.
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PEL is the pioneer manufacturer of electrical goods in Pakistan. The company is listed on all
the three stock exchanges of Pakistan. Its principal activity is manufacturing and sale of
electrical capital goods and domestic appliances. But now, PEL is operating a single
business entity without any division. There are following departments in the PEL:
PRODUCTION DEPARTMENT
Research Development
Quality control Department
Human resources Department Marketing and Finance Department
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The company comprises two divisions:
Appliances Division
Power Division
APPLIANCES DIVISION:PELs Appliances Division is the flag carrier of the SAIGOL GROUP
involved in home appliances manufacturing.
Air conditioners
RefrigeratorsDeep freezers
Microwave oven
Washing machines
Generators
POWER DIVISIONS:PEL Power Divisions manufactures energy meters,
Transformers
Switchgears
KiosksCompact stations
Shunt capacitor banks
Energy meters
Generators
All these electrical goods are manufactured under strict qualities control and in accordance
with international standards. PEL is one of the major electrical equipment suppliers to
Water and Power Development Authority (WAPDA) and Karachi Electrical Supply
Company (KESC) , which are the largest power utilities in Pakistan. Over the year, PEL
electrical equipment has had been used in numerous power projects of nation importancewithin Pakistan.
In spite of stiff competition emerging local and multinational brands, PEL Groups
appliances and electrical equipment have remained in the spotlight due to constant
innovation. Strategic partnership with multinationals of repute have enabled the PEL
Group to incorporate new technologies into existing product ranges, thus giving the
Pakistani market access to innovative, affordable and quality products.
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REFRIGERATORSPremier Series:
Door : Galaxy
Compressor : Danfoss
Warranty : 3 years compressor & 1 year parts & service
PC 20185 - 16Cft
Capacity 420 Lts. (Approx)
Price (Rs.) 34,800
PC 20175 - 15 Cft
Capacity 400 Lts. (Approx)
Price (Rs.) 33,700
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PC 20165 - 14Cft
Capacity 380 Lts. (Approx)
Price(Rs.) 32,100
PC 20145 - 13 Cft
Capacity 350 Lts. (Approx)
Price (Rs.) 30,900
6 SERIES:
Door : Galaxy
Compressor : Danfoss
Warranty : 3 years compressor & 1 year parts & service
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PC 6400 - 12Cft
Capacity 325 Lts. (Approx)
Price Delux (Rs.) 29,800
Price Smart Galaxy (Rs.) 29,100
Price Smart (Rs.) 28,500
PC 6300 - 11 Cft
Capacity 295 Lts. (Approx)
Price Delux (Rs.) 29,200
Price Smart Galaxy (Rs.) 28,600
Price Smart (Rs.) 28,000
PC 6200 - 10 Cft
Capacity 260 Lts. (Approx)
Price Delux (Rs.) 28,100
Price Smart Galaxy (Rs.) 27,600Price Smart (Rs.) 26,500
AIR-CONDITIONERS
SPLIT
PEL presents Cool life Split AC which is a technologically advanced model especially
designed for Pakistani market. This masterpiece from PEL provides maximum cooling even
at very high temperatures while minimizing electricity consumption.
COOL FEATURES:
y Free Installation Kit Compressor Warranty
y Auto restart functiony Environment friendly refrigerant R22
y Anti-rust outdoor unity Easy-cleaned panel
y Self diagnosis and auto-protection
y Two-direction air flow (SLR)y Independent dehumidification
y Trapeziform Inner groove tubey Hydrophilic aluminum fin
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SILVERLINE (QB):
Price 2 Ton Rs. 50,900
Price 1.5 Ton (H&C) Rs. 40,500
Price 1.5 Ton Rs. 37,600
Price 1 Ton (H&C) Rs. 32,300
Price 1 TonRs. 29,300
XPRESSION:
Price 2 SF Rs.50,400
Price 1.5 Ton Rs.37,000
Price 1 TonRs.28,800
IMAGE:
Price 2 Ton Rs.52,000
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Cook, Bake, Roast or Grillwith the all new PEL Microwave. With cutting edge technology and
advanced features..... cooking was never this easy!
Cool Features:
y Smart Intel-menu - Preset cooking menu'sy 360 degree cooking system - Cook-Bake-Roast-Grill
y Engrave features - Energy Savingsy 3 years Magnetron Warranty - Peace of Mind
PMO 9036 B8
PMO 9036 TGS:
CapacityPrice
36 Lts.(approx.)
Rs. 9,000
PMO 9036 TG:Capacity
Price
36 Ltrs.
(approx.)
Rs. 8,300
PMO 8021
PMO 8021 T:
CapacityPrice
21 Lts.
(approx.)Rs. 6,600
PMO 8021 M:Capacity
Price
21 Ltrs.(approx.)
Rs. 5,900
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MICROWAVE
PMO 8019 SD
CapacityPrice
20 Lts.(approx.)
Rs. 6,100
PMO 8019 SM
CapacityPrice
20 Ltrs.
(approx.)Rs. 5,300
WASHING MACHINES
MAGIC CLEAN PWM.7700-N:
The PEL Semi Automatic Luxury Wash - 7700-N equipped with Japanese technology has a
100% rust proof plastic bodywith a big multi pilaster. It can handle heavy loads and has a quick dry spin.
In addition, it supplements a drain switch that quickly drains out all the excess water. So treatyourself with the Luxury Wash - washes away heavy loads and dries them up quickly.
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Cool Features:
y One year parts & service warrantyy Japanese technology
y Super large multi pulsator y Quick dry spin
y Drain switch to drain all excess water y Semi automatic
y Ability to wash extremely heavy loadsy Low noise & easy operations
y 100% rust & shock proof unbreakable plastic body
Magic Clean PWM 7700 N
Capacity Twin Tub
Retail Price (Rs.) 9,350
MAGIC CLEAN - PWM512:
The PEL Econo Wash 512 is made from Japanese Technology with 100% rust and shock proof
unbreakable plastic body. It's a top load with a powerful motor that provides a brighter wash andhas a build in energy saver that gives you excellent energy efficiency. So save the energy with
this Econo Wash - consumes less electricity as it gives more output.
Cool Features:
y One year parts & service warranty
y Japanese technologyy Two Spin Efficiency Wash Cycles
y Energy Friendly AAA Ratingy Optimized Design
y Super Large 10Kg Capacityy Low Noise & Easy Operations
y 100% rust & shock proof y Unbreakable plastic body
Magic Clean PWM 512 Single Tub
Capacity 10 Kg
Retail Price (Rs.) 6,850
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WATER DISPENSER
SILVERLINE
Water dispensers are a welcome addition to PEL range of home appliances. Our Silver line and
Life-Stream water dispensers make life a little easier and fridge space a bit more plentiful. WhileCold water refreshes your mood in burning summer, Hot water on demand is great in the office
for packets of soup, instant coffee and tea.
Cool Features:
y Hot & cold water
y Refrigerator y Separate Freezer
y Compressor Coolingy Stainless Steel Water Tanks
y Super Quiet Designy Energy Saving
y CFC Freey 1 Year Warranty
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PLS 681 SL
Retail Price Rs. 11,900
LIFE STREAM
Water dispensers are a welcome addition to PEL range of home appliances. Our Silver line and
Life-Stream water dispensers make life a little easier and fridge space a bit more plentiful. WhileCold water refreshes your mood in burning summer, Hot water on demand is great in the office
for packets of soup, instant coffee and tea.
Cool Features:
y Hot & cold water
y Refrigerator y Separate Freezer
y Compressor Coolingy Stainless Steel Water Tanksy Super Quiet Design
y Energy Savingy CFC Free
y 1 Year Warranty
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PLS 801
Price (PLS 801 Silver) Rs. 10,600
Price (PLS 801 White) Rs. 10,100
PLS 326
Price (PLS 326)Rs.10,000
y Delux designy Safety device for low water
y High efficiency compressor coolingy Stainless steel water tanks
y Refrigerator capacitywith 15Ltrs.y Refrigerant R134a
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Sales during the 3rd quarter ended SEPTEMBER 30, 2010 period at Rs. 16.719 billion
registering an increase of 24% over corresponding-period and net profit also grew to Rs.
3.50 from 194 million showing an increase of 80%. Summary of financial result for 9
months ended on SEP 30. 2010 is as under:
2010 2009 RUPEES IN
THOUSANDS
INCREASE/DECREASE
Sales 16,719,612 13,445,049 3,274,563Gross Profit 3,149,584 2,655,096 494,488
Profit Before Tax 549,878 296,055 253,823
Profit After Tax 349,696 194,475 155,221
Earning Per Share-
Basic
2.87 1.34
K EY OPERATING AND FINANCIAL DATA:
This is the financial report of PEL from 2005 to 2009. In this report every type of
information given which is necessary to analyze the financial condition of PEL
(Rs. in Millions)
Financial Dec 09 2009 2008 2007 2006 2005
Sales Gross 5,203 16,118 13,927 13,078 11,042 8,078
Net Sales 4,631 14,622 12,652 11,813 9,408 6,790
Gross Profit 1,483 3,338 2,850 2,530 2,048 1,483
EBITDA 1,134 2,082 1,878 1,846 1,436 1,031
Financial Charges 620 1,373 973 937 742 452
Profit before Tax 222 394 635 707 517 418
Profit after Tax 161 261 457 582 442 322
EPS - Basic 1.28 2.17 4.14 5.50 6.30 6.07
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Share Capital - Ordinary 1,067 970 970 764 611 531
Share Capital - Preference 526 526 526 605 605 605
Share Holders' Equity 4,187 4,007 3,703 3,241 2,683 1,920
Long Term Loans 4,199 3,596 2,570 1,501 432 596
Current Liabilities 7,191 6,554 6,558 5,178 6,048 4,322
Non-current Assets 14,083 10,356 6,892 4,675 3,797 3,048
Current Assets 8,852 8,714 9,401 6,871 6,310 4,708
Total Assets 22,935 19,070 16,293 11,546 10,107 7,756
Dividend %
Cash Dividend - - - - - 10%
Stock Dividend 10% 10% 25% 25% 25% 15%
Production Data
Transformers - MVA 1,010 2,466 2,385 2,243 2,022 1,356
Switchgear - No¶s 564 4,046 4,685 3,347 3,832 2,660
Energy Meter - No¶s 225,657 443,307 525,155 912,997 1,266,521 986,085
Air Conditioners - Tons 21,545 28,581 81,631 61,161 41,499 -
Refrigerators/Deep freezers - Cfts 1,283,145 3,156,604 3,556,450 2,899,583 3,552,595 2,924,905
BALANCE SHEET: As at December 31, 2009
Note December
31, 2009 June 30, 2009
(Rupees in thousand)
EQUITY AND LIABILITIES
SHAR E CAPITAL & R ESERVES
Authorized capital 5 2,500,000 2,500,000
Issued, subscribed and paid up capital 6 1,593,720 1,496,677
Reserves 7 131,931 131,931
Un-appropriated profits 7 2,461,255 2,378,750
4,186,906 4,007,358
SURPLUS ON R EVALUATION OF PROPER TY, PLANT AND
EQUIPMENT 8 4,373,769 2,788,311
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NON CURR ENT LIABILITIES
Long-term financing - secured 9 4,079,149 3,493,417
Liabilities against assets subject to finance lease 10 119,368 103,367 Deferred taxation 11 2,883,631 2,013,543
Deferred income 12 101,108 110,207
7,183,256 5,720,534
CURR ENT LIABILITIES
Trade and other payables 13 1,284,080 1,506,702
Interest / mark-up accrued on loans and other payables 14 333,763 337,322
Short-term borrowings 15 4,706,890 3,946,515
Current portion of:
- long-term financing 9 783,597 677,349
- liabilities against assets subject to finance lease 10 82,959 85,944
7,191,289 6,553,832
CONTINGENCIES AND COMMITMENTS 16
22,935,220 19,070,035
Note December
31, 2009
June 30, 2009
ASSETS
NON-CURR ENT ASSETS
Property, plant and equipment 17 13,457,138 9,720,022
Intangible assets 18 511,134 583,512
13,968,272 10,303,534
Long term investments 19 22,906 21,771
Long-term deposits 20 92,152 80,179
CURR ENT ASSETS
Stores, spares and loose tools 21 90,721 76,854
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Stock-in-trade 22 3,826,744 3,258,607
Trade debts - unsecured 23 3,227,219 3,807,776
Advances 24 825,807 686,044
Trade deposits and short-term prepayments 25 193,963 180,262
Other receivables 14,952 12,671
Other financial assets 26 27,522 26,107
Sales tax refundable 27 154,374 131,593
Income tax refundable 367,325 291,579
Cash and bank balances 28 123,263 193,058
8,851,890 8,664,551
22,935,220 19,070,035
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The strengths, weaknesses, opportunities and threats of PEL are discussed below:
STRENGTHSPEL has the following strengths.
Brand Name
Strong Dealer Network
Quality Products
Best Sales Services
Market leader in WRAC
Number TWO in refrigerators in Pakistan
Strong Management Team
Distribution of Authority
Research and Development Department
Free Customer Services
BRAND NAME:PEL has created a strong brand image in the mind of the customers through
high quality and low prices. The customers of PEL always prefer its home appliances like
Window A.C, split A.C. and Refrigerators, during the time of purchase. PEL is a popular
company in Pakistan every one knows about the PEL products and its brand name. Thats
why PEL is a market leader when it comes to Window A.C.
STRONG DEALER NETWORK :
It is also the plus point for PEL that it has developed a strongdealer network in the market. The dealers always try to sell the products of PEL to the
customers because, the company for its products, gives them a high margin. The
management of PEL also provides more incentives to their dealers than there competitors.
Dealers are very conscious about the PEL products and always guide the customer in
buying the PEL products.
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QUALITY PRODUCTS:PEL is also in a strong position because it provides superior quality
products to customers. So it gives an edge to company over its competitors. Due to best
quality, guarantee of products of PEL is more than its competitors.
BEST SALES SERVICES:PEL provides the after sale service to customer which increases the
customer satisfaction. The biggest strength of services department is that it handles a
complaint within 24 hours in any part of the country that helps in increasing the customer
satisfaction level.
MARK ET LEADER IN WRAC (Window Room Air Conditioner):
It is also strength of PEL that it is amarket leader WRAC. Customer always gives preference to PEL in window A.C. market
because of low prices, high quality and durability.
NUMBER TWO IN REFRIGERATORS IN PAK ISTAN:After the Dawlance refrigerators, PEL has the
second position in the refrigerators market. PEL is gradually coming up in refrigerator
market and increasing its market share. Due to improved quality, innovative features and
good sales services PEL is becoming the first choice of customers.
STRONG MANAGEMENT TEAM:It is another plus point that PEL has a strong management. Its
employees are competent. efficient, skilled and knowledge. They always corporate the top
management in achieving of goals that are assigned to them. Employees are well aware
about the company objectives and are committed to the development of company.
DISTRIBUTION OF AUTHORITY:Top management of PEL delegates the power to the
subordinates for achieving the marketing objectives in a specified time period. So every
manager has an authority to take decisions to achieve the goals of company. In this way
they save the time and work quickly.
RESEARSCH AND DEVELPOMENT DEPARTMENT:PEL has a strong research and development
department that is continuously trying to develop new features for the product. R&D
department spends huge amount of money for the development of new products.
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LESS UTILIZATION OF CAPACITY:Due to lack of finance a company cannot utilize all its
resources on its full capacity. It increases the cost of products per unit that decreases the
profit margin of each consumer item. Sometimes, the company cannot allocate the
resources according to the requirements of the production department, which later on
becomes a problem for the complete utilization of resources.
OPPORTUNITIES
For PEL, there are more opportunities for expansion in business. Following are the
opportunities for PEL:
Exploration of market in Pakistan
Increase in product range
Export opportunity
Increase in production capacity
EXPLORATION OF MARK ET IN PAK ISTAN: PEL has the opportunity to explore the market in all
over Pakistan. Even through PEL has introduced its products in many cities of Pakistan but
there are so many places that are yet to be exploited.
INCREASE IN PRODUCT RANGE:PEL can increase its product range that will be more profitable
for the company. There are many needs to develop new consumer items like PEL washing
machines, vacuum cleaner and other items.
EXPORT OPPORTUNITY:PEL has also the opportunity to export there products in other
countries like U.A.E, Saudi Arabia, other Gulf and African countries.
INCREASE IN PRODUCTION LINE:Company can also increase its production line at maximum
level that will increase the efficiency of the employees and will reduce the total cost.
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THREATS
Following are the main threats for PEL;
Strong Competition
Chinas Product in the Market Price war
Slow Growth rate in Pakistan
Instability of Government
Tax Department
World Trade Organization
STRONG COMPETITION:There is very strong competition in the home appliances division.
Every company adopts different strategies for the selling of the products. It reduces the
profit margin of each company and increase the bargaining power of buyers who will
demand higher qualities of products at lower cost.
CIHINAs PRODUCT:Chinas products are another threat for Pakistani companies because these
products are cheaper than the Pakistani companies. China products stress the indigenous
companies to lower the quality and prices that will not be profitable in the long run.
PRICE WAR:As there is stiff competition in the home appliances market that will cause the price
war.
SLOW GROWTH RATE IN PAK ISTAN:There is also slow growth rate in home appliances in Pakistan
that will increase the stocks of companies. Although, this industry is in the growth phase,
but the speed of the growth is very slow.
INSTABILITY OF GOVERNMENT:The rapid changes in governments will become a threat for
companies because every government adopts new policies for industries. So it increases
the uncertainty for the investors who want to invest heavy amounts in their new projects.
TAX DEPARTMENT: Tax department is another major threat for company that will restrain the
business expansion. There is a most tax complicated procedure operating in the country
that creates hurdle in the production and smooth functioning of different companies in
Pakistan.
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WORLD TRADE ORGANIZATION:W.T.O. will give the permission in 2005 to each company of
home appliances to export their products after less duty or duty free products. That will
increase the pressures for the indigenous companies to reduce the prices and increase the
quality. It will increase the competition among the foreign companies and indigenous
companies.
Advertising is non personal communication paid for by a clearly identified sponsor
promoting ideas, organizations and products. The most familiar outlets for ads are the
broadcast and print media.
The company highly believed in advertising. The company is expanding a lot of money on
different advertising media which are:
Television
Hording
Neon Sign
Stickers
Banners
Point of Sale
Calendars
Wall Clocks
Brochures
Key Chain
Billboards
ORGANISING ADVERTISEMENT:A firm can manage its advertising program through
following ways:
By developing an internal advertising department
By using an outside agency
By using a combination of both
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ADVERTISING THROUGH PRINT MEDIA
PEL is conducting its advertising through internal advertising department. It is performed
by publishing ads in hot selling magazines.
ADVERTISING THROUGH ELECTRONIC MEDIA
PEL is conducting its advertising campaigns through advertisements several outside
agencies. PEL sister concern Red Communication is the main advertising agency used
for the purpose of making ads according to the changing trends of market and considering
ethical issues. Latest design of PEL is designed by this agency by focusing on a college girl
and its requirements from new technology and PEL is providing the appliances which is
fulfilling these requirements.
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ADVERTISING DURATION:
For Refrigerators and Air-Conditioners: from March to June
For Oven and Washing Machine: from November to March
SALES PROMOTION
Sales promotions sponsor-founded, demand-stimulation activity designed to supplement
advertising and facilitate personal selling.
PEL uses outdoor activities:
y Exhibitions
y Road Shows
y Promotion Schemes
First super brand of Pakistan in home appliances
PEL Awarded Health and Environmental National Excellence Award -2008
PEL wins best Environmental Reporting Award
PEL awarded 6th annual Environmental Award-2009
WINNER OF CUSTOMER
CHOICE AWARD
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First of all we should divide the task accordingly to the strategy among the group members.
There should not be a one man show in the completion of the project. All the group
members must be taken on board before taking any decision.
If we had a field visit of PEL Company, we would certainly have been able to compile even abetter project. A lot of outdated and non-concerning material is available on internet which
can distract the assignee from the relevant things so do analyze your data first.
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y Adopt a true decentralized organization setup which gives all employees to
take part in decision making.
y The company should have a strong marketing information system to make
proper forecasts.
y The company should announced two holidays (Saturday & Sunday) in aweek.
y Make sure proper functioning of HR department.
y More allocate budget to its marketing department.
y Shorten its cash conversions cycle.
y Should also focus on direct selling of its products to customers.
y Should constantly add technology in its products and systems.
y Should speed up its delivery process by establishing and expanding its stores
in areas of high demand.