Competitiveness

COMPETITIVENESS OF MARK INDUSTRIES PAKISTAN Undertaken by Abdul Rehman Arshad 3890-FMS/MBA/F08 Faisal Badshah 3883-FMS/MBA/F08 Shahid Iqbal 3892-FMS/MBA/F08

MBA (1 year) Date: 12/05/09

GRADUATE SCHOOL OF MANAGEMENT INTERNATIONAL ISLAMIC UNIVERSITY ISLAMABAD

Company: Mark Industries Pakistan Contact Person: Zaheer Asghar Title: General Manager Telephone: 0092-51-4491275-76 03335191607 Address: Plot No. 314-315, Wali road Kahuta Triangle, Industrial Estate, Islamabad Introduction: Mark industries started the production in 1996, when it started the production of quality writing tools in collaboration with the German manufacturing company. Mark industries primarily aim at producing products which excel in efficiency. Therefore for the achievement of the required refinement by using the best molding and assembling machines from Germany. All other machines are also sourced from Europe. The Mark industry is set up in the city of Islamabad, which is the core place for all latest exploitations. Mark industry is proud of creating its unique artifacts which are suitable for everybody. Exclusive & premium quality ink, tip & filter imported from Germany from one of the best manufacturers globally. Mark industry is importing raw material from one of the rare manufacturers in Germany. Mark Industry is making its product with the name of “Mercury”. Mark industry has earned a well-deserved reputation for manufacturing quality writing instruments, making pencils and ballpoint, pointers, markers and highlighters that have fulfilled the requirements of different consumer preferences. The company regularly introduce new products and have established two market-leading brands, ‘highlighter’ and ‘Pointer’. The product range has been expanded to include manufacturing of coloring markers and gel pens as well. The company products are produced to the highest possible quality

standards using the best raw materials and manufacturing systems. The enterprising spirit of the company and the increasing direct investment in machinery, installations, logistic systems, quality control and design have proven to be a huge boost to the company’s performance. The product range facilitates all age groups like color markers & pencils for children and ballpoint pens and highlighters for students & professionals. The fundamental goal has always been to make products that people will regularly use, depend on and enjoy. Scope of the Study: The vast unsaturated market with the huge prospects of growth, a lot of opportunities are present in Pakistani market of ball point pens. The project mainly focuses on the competitiveness analysis of the Mark industry. Scope of competitiveness of Mark industry will include analyzing its products, market conditions, company competitors, identification of opportunities available to the company in current market situation. The internal assessment and external assessment will be made. The internal assessment of Mark industry will include management, marketing, production/operation and research and development. The external assessment will include analyzing economic forces, environmental forces, technological forces and competitive forces keeping in view the global challenges.

Methodology: Following models will be used in carrying out the competitiveness of the firm. •

External Factor Evaluation (EFE) matrix for external assessment

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Internal Factor Evaluation (IFE) matrix for internal assessment

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Porter five forces model

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Michael Porter’s Generic Strategies

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Threats-Opportunities-Weaknesses-Strengths (TOWS) Matrix

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Strategic Position and Action Evaluation (Space) Matrix

Objectives of the Study: •

Understanding the structure of Mark industry

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Identifying and analyzing the competitors

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Identifying the opportunities available to the company

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Exploring new ways to expand in the market

Summary of project: • • •

Time required: 60 days Required/available resources: Data of company will be available from concerned authorities in the company. Time spend in company: At least 15 hours per week