Fan Industry
Fan Industry
Fan Industry
PREFACE
To achieve the above goals the department is providing both text and practical
knowledge to its students with its available resources. Text knowledge is very well
transferred to the students within the premises of the department; Practical
knowledge requires the kind co-operation of various business organization of the
country. Faculty members are always trying their best to ask the students to explore
the market by assigning different field activities and to prepare a report.
This report has been written on the RAJ Fan Company, Gujrat. We have done our
best efforts to complete this report efficiently and effectively with all abilities. We
hope this report fulfills the criteria and expectations of Department of Commerce.
We have tried our best to make it analytical as well as informative.
Acknowledgement
We bow our head, before ALLAH Almighty, who blessed us with Potential and stamina
to complete our report.
First of all we would like to pay our special regards and thanks to Respected Mr.
Javaid Iqbal who provides us guidance at each and every step, in completion of this
report. Special thanks to Mr. Mian Amanullah (CEO Pak Fan) & Mr. Fiaz Ali (Fore
man Production) department. We would like to pay our special regards to Mr. Amjad
Hussain (Secretary PEFMA). These all grand personalities help us to complete our
DEDICATION
TABLE OF CONTENTS
1 Executive Summary 6
2 Introduction of Company 10
3 Market Analysis 25
4 Technical Analysis 27
5 Personnel Analysis 34
6 Financial Analysis 28
12 SWOT Analysis 47
13 Recommendations 52
14 Conclusions 53
Executive Summary
Prior to the detail description we are starting the summary of our report. To review the
executive summary the basic purpose is to give the clear idea about what report actually
contains and efforts made behind the completion of report.
As it as assigned us to work at FAN Industry we started work and gather data. In this report
first of all general overview of fan industry is given then major and minor things related to fan
Industry are introduced with area and other information are discussed. After working at this
report we come to know that what is the real picture of this huge sector of fan Industry in
Pakistan.
This project appraisal is in the respond to the assignment assigned by Mr. Javaid Iqbal, to
check our feasibility study of the fan manufacturing project.
Process of review:
To complete the assignment we visit the related association and personally visit a fan
industry. Collect the data from related parties and possible sources. The summary of the
project appraisal is as follow:
Summary
The means of finance for the above said cost of project is 60% debt & 40% equity. The name
of lender is national investment bank (NIBP), that the required loan @ 16% per annum
against the securities pledged & the personal assets of the partners. The name of sponsors
is:
The civil work & construction of the project is done by Abbass Associates & constructors
Gujrat. The machinery required for the project is conventional machinery that is supplied by
Top Fan Machinery Supplier Gujrat.
The implementation schedule of the project is as under:
1 2 3 4
Current Ratio 2.82 4.63 6.82 6.87
Cash Ratio 2.29 3.99 6.06 6.23
Liquid Ratio 2.45 4.25 6.43 6.58
Debt/Total Equity 61.03% 29.83% 18.01% 17.07%
Gross Profit Ratio 37.97% 48.00% 52.12% 54.26%
Operating Profit 34.98% 45.61% 49.92% 52.18%
Net Profit 34.06% 33.52% 35.52% 36.33%
All presetting of the project confirms that we can implement the project this year and can
start commercial production on 1st Jan, 2011. The details of the project appraisal are
discussed in details in next pages. In line with our project appraisal team, we have provided
all informations and will present further details related to the project on the final presentation.
Thanks
Yours Sincerely,
IMPORTANCE OF FAN
Fan is a daily use item. Its utility increases, especially in the summer season. The industry is
producing about 5 to 6 million fans per annum and meeting successfully the local as well as
the export demand. Pakistan is a manufacturer of good quality fans. All the fan
manufacturing units have been set up in the private sector. The fan industry is mainly
clustered in the two major cities namely, Gujarat, Gujranwala, whereas some units are also
operating in Lahore and Karachi. This cluster meets the entire need of the country producing
fans with extended product types, models, designs, and colors.
The fan industry is mainly clustered in the four major cities namely, Gujarat,
Gujranwala, Lahore and Karachi. Fan industry is producing about seven (7) million fans per
annum. Out of the total production, approximately 30 per cent fans consist of pedestals, 7
per cent brackets and the remaining 63 per cent are ceiling fans. The industry belongs to the
light engineering industry category, and is one of the industries that existed at the time of
independence. Besides small and medium units, a few units are quite large and have
integrated system i.e. from motor winding to high-pressure dies casting. These units are the
main players in the export field. Sales are also fairly concentrated with five large firms in
Gujarat and two in Gujranwala, accounting for 40% of total industry sales.
The industry is producing a variety of products in different sizes and designs. The major
products are: ceiling, pedestal, table, table-cum-pedestal fans, circumatic fans, wall bracket,
exhaust fans and propellers. Most of the raw materials used by the fan industry are directly or
indirectly imported from different countries. Some of the raw materials used in the
manufacturing of a fan are: electric steel sheets, aluminum, enameled copper wire, ball
bearing, steel rod and PVC
INTRODUCTION OF COMPANY
PURPOSE OF BUSINESS:
Our Mission
To develop and deliver the
most innovative fan
products, manage customer
experience, deliver quality
service that contributes to
brand strength, establishes a
competitive advantage and
enhances profitability, thus
providing value to the
stakeholders of the company.
PROJECT BACKGROUND
Department of commerce IUB 10 ROLL # 03, 31, 54
Project Management SHAHID FAN Industry
Project Brief:
The project involves purchase of minor parts, manufacturing the main parts (motor winding)
and then packing and marketing the product under a brand. The branded product will be
positioned in competition with other branded and unbranded products. It is suggested that
the company should initially introduce its products in the rural or small town markets where
brand awareness is easy to make and heavy advertisement budget is not required
Opportunity Rationale:
This trend has always created a strong demand for fan in Pakistan and made it the world's
main exporter of fan.
During the review period, Fans are a part of daily life, and hot areas generate the most sales.
Hot areas drove sales growth because the most part of country is very hot season of
summer. Consequently, companies have to focus on hot areas to maintain their market
shares. Throughout the review period, sales of Ceiling fan & Pedestal fan were very dynamic
as their prices are low and easy to use. Introducing affordable brand in such areas would
attract sales. Such a market could also be explored with low cost and high product quality.
Economic Rationale:
Economically the project is also rationale. The availability of raw material and labor is very
cheap and easily available in the market. The supplier network is strong and providing
services on time and on economically rational rate.
Pedestal Exhaust
Ceiling fan
fan fan
Production %age 35% 45% 20%
No of fan 117250 150750 67000
The table shows the capacity utilization of the 60% for the very first year of the operations of
the company. This capacity will be utilized by producing 595200 fans. The production will be
sold as, 20% of the production will be sold as pedestal fan. 30% of the production will be sold
as ceiling fan, 10% of the production is sold as exhaust fan. In the coming years the
company will add plastic fans as well with better quality and technology.
Core Values
Leadership
We value leaders of high integrity, energy and enthusiasm who have the necessary
managerial, professional and people skills to inspire a group or an organization to set high
goals and achieve them willingly. We believe that leadership skills need to be strengthened
at all levels within our organization and that managerial and professional competence is a
necessary foundation.
Open Communication
We value communications that are courteous and open and that enables each of us to do
our jobs more effectively by providing information that contributes to the quality of our
judgment and decision making. Effective communication should provide the means for
gaining understanding of the companys overall objectives and plans and of the thinking
behind them.
Innovation
Success requires us to continually strive to produce break through ideas that
result in improved solutions and services to customers. We encourage challenges
to the status quo and seek organizational environment s in which ideas are
generated, nurtured and developed.
Pedestal fan
Ceiling fan
Exhaust fan
The brand name for the product will be RAJ FAN. All the brands of
the company will be marketed under this name. The demand for the
Ceiling Fan & Pedestal Fan is largest in the country and the company
will use most of its capacity to produce these fans. With the passage of
time the company will enhance the depth of its brand by adding unique
styles and new technology.
RATES OF PRODUCTS
The estimated EX-factory price and the retail price of products are as follow:
CEILING
PEDESTAL FAN EXHAUST FAN FAN
DISTRIBUTION CHANNEL:
FACTORY WHOLESALERS
CONSUMER
RR RETAILERS
ROYAL FAN M/s Rafiq Engineering Industries (Pvt) Ltd, , G.T. Road,
Gujarat
MATRO FAN M/s Hi Tech Industries (Pvt) Ltd, , G.T. Road, Gujarat
World Scenario
Leading fan producers of the world
COUNTRY SHARES
PAKISTAN 0.02%
FRANCE 2%
NETHERLAND 3%
SWEEDEN 3%
KOREA 1%
CANADA 5%
UK 4%
ITALY 9%
USA 14%
JAPAN 19%
GERMANY 33%
TAIWAN 7%
COUNTRY- WISE EXPORT SHARES OF FAN UNDER 125 WATT (DOMESTIC FAN)
COUNTRY SHARES
PAKISTAN 0.1%
SINGAPORE 1%
UK 1%
TAIWAN 20%
CHINA 44%
THAILAND 6%
GERMANY 5%
USA 3%
ITALY 2%
SPAIN 2%
JAPAN 2%
OTHER 13%
African countries
United Arab Emirates
Syrian Arab Republic
Yemen
Iraq
Turkey
Egypt
Bangladesh
Srilanka
Saudi Arabia
Other Arabic countries
COMPETITIVE ANALYSIS
Potential
New Entrants
Bargaining Bargaining
Intra-Industry Rivalry
Power of Power of
FAN Products
Suppliers Buyers
Substitute
Products
Many of the sellers of the raw material are in Gujarat and Gujranwanla fan cluster. If any of
the suppliers raises its prices, we can shift to another supplier.
Rivalry:
The market structure of the fan industry is oligopolistic. All the companies in the industry are
charging the same prices against their products. If any of the company enhanced the prices
of the fan, all the companies followed the same path. All the firms are competing on the basis
of the huge marketing campaigns in the media.
Threat of Substitutes:
In Porter's model, substitute products refer to products in other industries. A threat of
substitutes exists when a product's demand is affected by the price change of a substitute
product. A product's price elasticity is affected by substitute products - as more substitutes
become available, the demand becomes more elastic since customers have more
alternatives. A close substitute product constrains the ability of firms in an industry to raise
MARKET ANALYSIS
There are no exact figures available as to what is the total number of units, how many are
operational, what is the total installed capacity is, and what the operational capacity is.
According to the industry sources (including manufacturers and vendors) there is a
substantial demand for quality fans on a large scale. Also, there is room for new entrants who
want to manufacture the quality products, using the latest technology.
Fan industry contributes Rs 1.5 billion to the GDP of the country. The total capital
investment in this sector is Rs 3-3.5 billion. The industry has an installed capacity of 5-6
million fans per year. The current capacity utilization is around 50%. At present, total fan
production stood at 2.5-3 million fans per year. The volume of exports has reached around
$4 million US in recent years. The industry generates annual employment for around 25,000
workers. Pakistan is also one of the major exporters of fans to international market.
Global fan trade is classified on the basis of energy consumption. The fans that
consume less than 125 watts of energy (SITC 74341) are generally referred to as domestic
fans and the fans that that consume over 125 watts (SITC 74343) are classified as
industrial fans. Pakistan has earned $ 3.896 mn from exports of domestic fans whereas it
has earned $ 0.104 Mn. from exports of industrial fans. In the local market as well as in the
international trade of Pakistan domestic fans are larger component so it is reasonable to
assume that whatever happens to this particular category after MFN or Free Trade with India
is applicable to whole of the fan industry. Pakistan exports fans to Bangladesh, Saudi
Arabia, United Arab Emirates (UAE) and some EU countries. About 80% of Pakistan
domestic fans exports are concentrated in these countries. While some companies are also
exploring the possibilities of exports to US but main restriction of quality standard of UL is
creating problems but some firms are preparing to enter into that market. Compared with the
trade of the rest of the world, Pakistan neither exports fans to India nor import this product
from India. One reason for this no- trade situation is that both Pakistan and India are self
sufficient in fan and compete in the international market rather than exploring for prospects of
trade creation within each other. On the other hand, India exports fans to other countries with
the bulk of the share now going to European Markets.
Free Trade Agreements (FTAs) constitute an important dimension of this fast changing
globalizing world. Both the developed and the developing countries are entering or are in the
process of entering into regional and bilateral free trade agreements in order to promote
trade and economic growth. The experience of the European Union (EU), North American
Free Trade Association (NAFTA), clearly indicates that there is a strong correlation between
regional trade and economic growth. Encouraged by the success of this global trend,
Pakistan and India have also started exploring the possibility of promoting free trade in the
CURRENT SITUATION:
Currently there are 350 fan manufacturing companies situated in Gujarat and Gujranwala fan
cluster. From this cluster there are 2 major companies G.F.C. and Pak Fan. The first
company was export award winner during last 8 years, and the second one is current export
award winner of 2009 with a 690 million profit. The demand of fan is increasing 20% annually
in export and 15% in domestic sales. According to the final report of TDA the export of fan
increase by $ 782000 in 2007-2008 from $191000 to $ 973000.
The government of Pakistan is providing facilities to this industry. The following steps are
recently taken by Govt.:
TECHNICAL ANALYSIS
Location of the Project:
Our fan company will be located in Gorali industrial zone of Gujarat.
The site enjoys the following advantages: -
COST OF MACHINERY
Machine # of machine Rate Total
Dicasting Machine 6 800000 4800000
Grinding Machine 6 300000 1800000
Motor Winding Mach 2 1200000 2400000
Varnishing Machine 1 1000000 1000000
Packing & Stamping 4 500000 2000000
Steel sheet cutting &
molding 2 500000 1000000
Proposed Machinery:
Dicasting Machine
Labor:
1. Auto CAD
2. CNC Vertical machining center (Basic commands and operations)
Gujrat Fan Cluster In collaboration with Ministry of Science & Technology and
Pakistan Electric Fan Manufacturers Association is offering the following coureses
and providing the skilled labor. The following courses are offered:
SILVER STRIPS
M
ASSEMBLING PA IN
SECTION R OR
TS
PACKING SECTION
Factory Overhead:
The project requires the heavy connection of electricity of 400 KVA. The
estimated fixed cost and variable cost is as follow:
3- MANUFACTURING OVER-HEADS
a) FIXED COSTS 0.1 (Rs.000)
-Power KW 40 315 per K.W 151
-Insurance @ 0.50% on Fixed Assets 65,000
-Repairs &Maintenance:
installed
- Machinery @ 1.00% cost 142,500
Miscellaneous 100
Technology involved:
COST OF MACHINERY
Machine # of machine Rate Total
Dicasting Machine 6 800000 4800000
Grinding Machine 6 300000 1800000
PERSONNEL ANALYSIS
The total employees of the business are 370 that include the following:
Admin staff 78
Skilled labor 104
Unskilled labor 188
Total 370
The skilled labor work on machines & unskilled labor also directly work on the
product. Our skilled labor also provides services to other industry that generate
the extra income for the industry. These services are repair and maintenance
services & other technical assistance. The split of admin staff is as follow:
Salary
(Rs.)
Administrative Salaries No. per Month
Chairman 1 40,000
Directors 2 25,000
Admin Staff 5 20,000
Sale Dept. Employees 20 10,000
Accounts Dept.
Employees 20 10,000
Purchase Dept.
Employees 15 10,000
Clerks and Typists 2 6,000
Driver and Peons 5 10,000
Sweepers 2 6,000
Security Guards 6 6,000
TOTAL 78
Salary per
Category skilled labor No. month
Labor:
For Dicasting machine 6 8,000
For Grinding machine 6 8,000
For Motor winding machine 30 8,000
For Varnishing machine 2 8,000
Packing & stamping 15 6,000
Steel sheet cutting & molding
machine 30 8,000
Supervisor 15 10,000
TOTAL 104
Chairma
n
Management Commitment:
Top management demonstrates its commitment to the development and
implementation of the quality management system and continually improving its
effectiveness by:
Customer Focus:
1. Clients
2. Employees of the company.
3. Creditor/fund-providers
4. Society in terms of the community and the public affected by the organization
or its service.
Quality Policy:
Top management has established a quality policy and ensures that it:
Quality Objectives:
Top management establishes quality objectives at each relevant function and
level, including those needed to meet service requirements. The quality
objectives are measurable and consistent with the quality policy and annually
reviewed by top management through the Management Review Meeting. Top
Management ensured that quality objectives are specific, measurable, and
realistic and measured with time.
Reward System:
The reward system that is suitable for the project is variable plus fixed salary
structure the variable salary will be dependent of the performance of the workers
and fixed will be given to provide social security of the workers.
FINANCIAL ANALYSIS
The purpose of the financial plan is to estimate start-up and ongoing costs;
identify revenue streams; and forecast net cash flow and profits. The venture will
be funded partners through paid-in capital provided by the owners and debt will
be taken from the bank.
3,568,52
- Mark-up during Construction 3,568,526 6
- Pre-production Expenses 2235000 2235000
-Contingencies 800000 800000
73,714 73,71
TOTAL FIXED COST: ,810 4,810
- Initial Net Working Capital 23,422 23,422
73,738 73,73
TOTAL COST OF THE PROJECT: ,232 8,232
====
====== ==
MEANS OF FINANCE
Debt
4
44, 4,242,93
NIBP loan 242,939 9
44,242 44,24
TOTAL DEBT: ,939 2,939
Equity
2
29, 9,495,29
- Paid-up Capital (Sponsors) 495,293 3
29,495 29,49
TOTAL EQUITY ,293 5,293
73,738 73,73
TOTAL DEBT & EQUITY ,232 8,232
====
====== ==
Amount (Rs.
Source Ratio 000)
Bank (@16%) 60% 44,242,939
Equity 40% 29,495,293
Total 100% 73,738,232
IMPORTANT ASSUMPTIONS
We assume that price will be a key competitive element in the first three
years of operations where competitors in the business will seek to cut into
our business through price cutting.
The marketing expenses will be considered to be the 1 % of total sales.
We assume continued popularity of products of the company and the
growing demand for high quality FAN.
We assume that the capacity of the production will be enhanced by 10%
annually.
Initially the company will utilize only 60% of the total installed capacity in
the very first year.
The sales price of the product will be directly related to the competitors.
Production Assumptions
Expense Assumptions
Financing Assumptions
Debt 60%
Equity 40%
Tax Rate 35%
The current ratio trend is increasing in the future years by 2 in each year. We
should have to check it out with comparing with the industry average. The most
of our cash is now going to be blocked in our inventories & account receivables.
We should check it out and retain it close to 2:1 or 3:1. it also means that our
current assets are increasing, other words our inventories of raw material &
finished goods and account receivables are also increasing. We should check
their balance and manage them in an effective manner.
The cash ratio also shows increasing trend and good liquidity position of the
business in near future. The increasing cash also requires attention, why we are
retaining so much cash instead of its further investment. It is also good for
business as it increases the credibility of the business. The excess cash help us to
expand our business and to explore new investment opportunities.
The gross profit ratio also shows increasing trend. The increasing margin trend is
beneficial for the business. The comparison with the industry averages and with
competitors gives us insight in our weakness and strengths. If we check it, it
shoes the increasing performance of the business.
The increasing trend in operating profit ratio is not same as Gross profit ratio.
Although there is increasing trend in this ratio but we have to check our Admin,
Selling & General expenses. We should have to control over them & check them
as per their requirement & their benefit cost ratio; if the benefits of these
expenses are less than their cost then we have to decrease them.
The increasing trend in net profit is not so much satisfactory. The debt burden &
interest payments affect it, but as the debt burden decrease down it shows
increase from 3rd year.
The debt to total equity ratio shows decreasing trend that is beneficial for the
owners that the business investment proportion is now shifting towards them. As
the new profit is re-invested in the business, the total equity shows more
increasing trend. The gradual payment of the debt also decreases the numerator.
And ratio shows decrease in the next years. Means the owners share is increasing
& outsiders claim is going to be decrease. The overall increase in the GP Ratio,
Net Profit Ratio, Liquid Ratio and Cash Ratio increases the credibility of the
industry. The deal with fund providers in the future gives good results & we can
start the expansion easily.
SWOT ANALYSIS
The SWOT analysis of the industry is as under:
1-Strength:
2-Weaknesess:
Ball bearing is an important part that ensures smooth running and noiseless working
of an electric fan.
Like ball bearings, electric steel sheet (ESS) is also a major item in fan manufacturing.
It determines the quality, performance, durability and electricity consumption of a
fan .Due to ESS shortage and high prices, fan manufacturers are using Mild Steel
Sheet (MSS) the motors manufactured from this material are not of good quality and
use more electricity.
3-Opportunities:
Environmental changes
WTO will allow to export more
Potential markets like US & EU could be explored
Increase in demand with increase in population
Industrial Fans could be focused
4-Threats:
No focus on industry
Technological shifts
Quality of Fans
Shortage of energy
Increase in prices of raw material
Security threats
Inflation
Change in government policies
Pressure of new entrance in market
PROJECT AUDIT
The company will have its internal audit committee, which will conduct the audit
of the various functions of the company as well as the environmental audit. The
audit committee of the company comprises the Chairman of the company and all
the functional heads of the various departments of the company.
The audit committee will be responsible for the edifice of the performance
appraisal of the various functions of the company. The audit committee will check
the performance of the accounts department, finance department, marketing
department and also check the performance of the human resources of the
company. On the basis of the performance determine by the audit committee
various rewards will be announced for the employees.
The company will utilize its promotion and reward system as the motivation tool
for its employees. On the basis of the performance various monetary, stocks and
training and educational rewards will be announced for the employees of the
company.
The company will strictly follow the ISO 9000 standards that will give the
guidelines to the company for the safe practices, so that no environmental
hazards will be done. The company will get its registration with the ISO 9000
and will use this as its promotional tool in the marketing campaign in the media.
The company will regularly administer its standards and will keep its system up
to date, so that there will be no cause of the environmental pollution and hazards
by the operations of the company.
STRATEGIC RECOMMENDATIONS
Initially, the product should be launched in the local market with branding
concept in mind. Ceiling fan & pedestal fan have shown tremendous growth in
the last few years. The company should focus to capture the market of this
product first by aggressive marketing campaign. The preferred mode of
distribution is going directly to the wholesalers. There is an option of having no
involvement of any distributor between the manufacturer and the wholesaler in
the city where manufacturing is being done.
By giving healthier profit margins to the wholesalers, the wholesalers will hence
promote the product. This strategy is important to introduce such a new product
and to create an extensive distribution and sales channel. The company will later
expand into other cities through a distributor network.
If the venture is undercapitalized and requires more working capital, the owner
will consider bringing on investment partners. The owner will also review the
return-on-investment for personally providing more paid-in capital.
In the event that net profitability cannot be attained, the owner will take the
following sequential steps to exit the venture:
1. The owner will attempt to sell the venture outright to a suitable buyer.
2. If a buyer cannot be found, the owner will liquidate all viable assets.
3. Capital raised through asset liquidation will be used to reduce possible debt. All
debt will be negotiated prior to settlement.
RECOMMENDATIONS
After the final study of whole fan industry situation the following points
are recommended:
If the government really wants to increase exports of fan, custom duties on raw materials
should be lowered to a reasonable level.
Pakistan Standard Institute's procedure (PSI) should be simplified and the latest technical
laboratory should be set-up to test the fans.
An institute for labor training should immediately be established with the help of PEFMA.
Fan industry has been a neglected one by the government while it should be fully recognized
like any other export-oriented industry of Pakistan.
An urgent need in big companies to establish research departments within their factory
premises for innovation and to improve designs of fans according to the requirements of
international buyers.
Government should rationalize custom duties on fan raw material i.e., it should be lowered
to a reasonable level.
Government should sponsor exclusive delegations of the industry for visit to African
countries, Indian occasion including Australia, Indonesia and Philippine, South America
and Caribbean island countries.
Ministry of science and technology with cluster council project and FDI to provide technical
extensive facilities for the local industries community.
Director training, export promotion bureau should established his camp office in Gujrat.
WTO will have a positive impact in Pakistan because it will remove trade barriers which
this industry faces a lot.
Japan the major competitor , after the implementation of WTO it is likely that Japan will
move towards heavy industry and Pakistan will get a chance to explore more and it will
enhance exporting of fans as well.
WTO will have negative impact if it does not improve its quality of labour and does not
implementation new technology.
As the splits and ACs are being purchased by peoples who can afford it.
CONCLUSION