ORLEN CISCO COMPANY

ACKNOWLEDGEMENT

All the praise is for Almighty Allah Who gave us the strength, mental and physical capabilities to accomplish this Project. We would love to express our gratitude and sincere appreciation to Prof: Wajid Ali for his encouragement, constructive teaching approach and maintaining a healthy and competitive atmosphere in the class that helped us to embrace this formidable challenge. We would like to extend our thanks to everybody who helped us to make this Project a brilliant success.

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TABLE OF CONTENTS
EXECUTIVE SUMMARY .......................................................................................................................... 4 The Opportunity........................................................................................................................................ 4 The Description of the Business ................................................................................................................... 4 BUSINESS MODEL .................................................................................................................................... 5 THE MANAGEMENT TEAM ..................................................................................................................... 6 Organizational Structure ............................................................................................................................... 7 Of .................................................................................................................................................................. 7 ORLEN CISCO Company ............................................................................................................................ 7 CURRENT STATUS AND REQUIREMENTS .......................................................................................... 9 Current Status ........................................................................................................................................... 9 Profit Potential .......................................................................................................................................... 9 MISSION STATEMENT .............................................................................................................................. 10 VISION STATEMENT ................................................................................................................................ 10 OUR CORE VALUES ........................................................................................................................ 10 COMPANY LOGO..................................................................................................................................... 11 COMPANY OBJECTIVES ........................................................................................................................ 12 Short Terms Objectives....................................................................................................................... 12 Long Term Objectives ........................................................................................................................ 12 FINANCIAL PROJECTIONS .................................................................................................................... 13 Share Division.......................................................................................................................................... 13 MARKETING STRATEGIES ........................................................................................................................... 17 THE TARGET MARKET.............................................................................................................................. 18 TARGET MARKET ................................................................................................................................... 18 Description of Target Market...................................................................................................................... 19 MARKET SEGMENTATION ....................................................................................................................... 19 ORLEN CISCO BLEACH PRODUCT LIFE CYCLE .......................................................................................... 20 MARKETING MIX ..................................................................................................................................... 22 POSITIONING........................................................................................................................................... 24 SWOT ANALYSIS OF ORLEN CISCO BLEACH............................................................................................. 25 CHANNELS OF ADVERTISEMENT ............................................................................................................. 28

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Decision Making Process ............................................................................................................................ 30 Decision Making Styles ........................................................................................................................... 31 Tools & Standards to measure our company performance ......................................................................... 32 Span of Control ....................................................................................................................................... 32 Centralization and Decentralization .................................................................................................... 33 Remedial Strategies .................................................................................................................................... 33 Control Mechanism for our Buiness: .......................................................................................................... 34 CONCLUSION ........................................................................................................................................... 36

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EXECUTIVE SUMMARY

The Opportunity
Need to Be Filled or Problem to Be Solved. When your clothes matter, when your image matters, when its important to communicate success & style, Colour Bleach dedicated to dressing Surfing the Frings whatever the stain is This make window of opportunity opens for entrepreneurs to re-launch or provide improvements in existing washing products. Through this thought, we want to create a change.

The Description of the Business

How Our Business Fills The Need. Our Business Model is very simple and effective, simple because it is easy to implement and effective because at the start of this business model we are sure that we have a customer. For this reason we dont have to keep the Bleach in outlet for long period of time. We are providing Color Bleach in very attractive packing and such bleach that remove stains without fading your cloths. It is one of the brands that can solve the problem of many people. And it can also improve their life styles to some extent. As many elite class youngsters like to buy such products that are according to specifically their lifestyles, attitudes and preferences. Start different Campaigns like Ads, Provide discount to the Customers. Make Customer Access to the Products.

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BUSINESS MODEL

Chemicals From Supplier

Making

Delivery To Outlets
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THE MANAGEMENT TEAM
The management team of Colour Bleach is quite creative, innovative and cooperative. They are highly motivated in achieving goals and giving their best to their customers, as customers are their priority. The management team includes: CEO Operations Manager Marketing Manager Finance Manager Mr Ahsan Mr Makhdoom Mr Wajahat Mr Haseeb

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Organizational Structure Of ORLEN CISCO Company
CEO Mr. Ahsan

Manager of Finance Deptt Mr. Haseeb

Mr. Haseeb

Manager of Operations Deptt Mr. Makhdoom Manager of Marketing, Manager of Quality Deptt Purchasing

Brand Manager

Manager of Human Resource Deptt

Accountants

Sales Deptt Mr. Wajahat

Recruitment Marketing Sales and Customer Service Quality Control Quality Assurance Evaluation

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Why we have choose this organizational structure:
The organizing is arranging and structuring work to accomplish the organizations goals. It is the process through which managers design organization structure. That process is important and serves many purposes. The challenge for managers is to design an organizational structure that allows employees to effectively and efficiently do their jobs. We have choose this structure because our business is depend on all these department before survey we have not include quality and human resource department but after visiting our competitors we think that we should enhance our structure to bring improvement in employees and product quality. This structure all integrate with our business requirements because we have start a manufacture business for which we have need of finance, marketing and sales strategies, four our product to develop a brand name in the market, to provide better quality of bleach in the market as compare to our competitors, and main thing of our business are our employees therefore we have adopt this structure and it is fully apply on our business.

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CURRENT STATUS AND REQUIREMENTS
Current Status
Our Product is currently in an introductory stage. We have finance and budget of 500,000 PKR under which we have to cover our all expenses. The management team has gone through all its legal documentation with all terms and conditions for the business that they have decided to launch. Yes, there is a great market for new entrepreneurs in the market of Pakistan. Pakistan is one of the developing countries around the globe & it will surely support the people who are willing to do something that would bring a progress to its country. Although in Pakistan industry size in not very large but because of their focus on needs of the market we will surely make a mark in industry. And Colour Bleach is planning to make use of this opportunity by all means to play their part in the progress of its country by coming with idea of customization that would surely fill the current needs of customers.

Profit Potential
Profit is something that comes after everything our more focus is on having our product in the hands of our customers actually that is our profit. On the other hand if we look at its profit scale it is quite profitable business to start because outlets have taken a great position in our lives that where ever people thinks to buy something they look for a good outlet or retailer in market. So as far as profit is concerned our figures are crossed that we will attain a good position in market & will surely have a high profitability.

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MISSION STATEMENT
Our Profit is Our Customer Satisfaction

VISION STATEMENT
Our Vision to be a progressive business with strong brand equity, enhancing value for all the stakeholders through excellence in performance and good governess

OUR CORE VALUES

To ensure the prosperity and well being of ORLEN CISCO employees, customers and shareholders, growth is essential. How we achieve this objective is as important as the objective itself. Fundamental to our success are the core values we believe in and practice.

Employees are the source of the success. We communicate openly, treat each other with respect, promote teamwork and encourage personal initiative and growth. Excellence in performance is sought and rewarded.

Customers receive our strongest commitment to meet their needs with high-quality products and superior service.

Products are based on innovative technology, continuous improvement and added value for our customers and end-users.

Reason that why we have chosen this specific business. All over the world and in Pakistan Fashion are booming people wanted ease and automation in their lives. Fashion industry is one of the industries that have its own charm and everyone wants to be in fashion. We see an opportunity in the market in which we have to fulfill the demands of those people who want to have some sort of specialized Colour Bleach.

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COMPANY LOGO

JUSTIFICATION RED COLOR: WHITE COLOR: It shows the brightness. The sign of tick in white color is shows the clearness of clothes.

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COMPANY OBJECTIVES

Short Terms Objectives To provide Bleach with quality assurance To provide Bleach within reasonable prices. Increase the sales by using different marketing techniques To become the market leader. To grab maximum market share. To built sustainable competitive edge. Customer satisfaction is the top priority. Acquire the strong distribution channel so the product is made available on the shelf.

Long Term Objectives To establish our brand name in Pakistan To open our distribution channels in all the leading cities of Pakistan Create the good relationship with the supplier To open our outlets in all the leading cities of Pakistan Create the environment in which employee are feeling no stress and exact their great effort to increase the sales and getting the customer loyalty Providing the e business facility in which people can place their order to us and supply to customer or provide information when the desire product is come at out let. For the development of this new business we have use 4PS marketing strategy which has been described on next pages.

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FINANCIAL PROJECTIONS
Drive from financial advisers our business will start with the low amount of capital and not having very large capital in start but after starting the business after the certain periods the business will need the more capital to lead the business at specific level. All the partners of the business will invest in the business in equal ratio at which partners are agree to avoid any complication and the further amount will be get from the business angel and all the investor are bound to be the partner at least up to the five year. Before the five year no one can leave the business. This condition will help our business to have a required capital until to reach at the breakeven point and the business will able to provide something in return. The entire partner will be equally having the right of profit and liable for the loss as they invest equal ratio of amount. To proceed our mission statement our financial viability is very strong were continuously working in the process to satisfy our customers by delivering them the best products and this is the main aim of our company to achieve the maximum profit actually were producing the bleach which is very much unique in the market due to its qualities like we are manufacturing the color bleach who quality is it do not fade the color of the cloth and remove the strain from the cloth and give the essential fragrance so from which the customer relay on our products and it a plus point for our company.

Share Division
As the equity amount presented by each member is equal so they would be equally share holder in profit or loss. This is described according to the percentage in the table presented below.

C.E.O (Mr Ahsan) Finance Manager (Mr Haseeb) Marketing Manager (Mr Wajahat) Operation Manager (Mr Makhdoom)

20% 20% 20% 20%

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FINANCIAL OVERVIEW

Our Sales per Month

We expect that we will sell 5000 Bottles of Bleach per Month @ 100 per Bottle. So our Sales per Month is 5000 x 100 =500000

Cost or Cost on Per Bottle

One Bleach Bottle cost Rs 45.16 per Bottle

Price Charge on Per Bottle

We sell Rs.100 per Bottle

Expenses
Our Fixed Expenses are 24000 & Factory Expenses are Rs. 52,750

Profit/Revenue per Month

Our expected profit per month will be Rs.1, 99,305

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Financial Projections Total Budget 500000 Total Cash in Hand 500000

Drum Mixtuer Advertising Total Chemical Total Manufacturing Cost Total Expense Advance Rent

3000 20000 20000 136360 225800 52750 20000

Total Expenditure

477910

Cash in Hand

22090

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Chemicals Purchased

Chemicals Purchased & Used Sr # Per Kg Quantity in Drum Kg Total

Chemical A Chemical B Chemical C

200 300 350 Total Cost on Chemicals

160 160 160

32360 48000 56000 136360

In future we predict that our business can get progress and can increase our production by applying more innovation ideas we have technical labor we have the opportunity to increase the awareness between the general public for the color bleach this will increase our profibility ORLEN CISCO Bleach has a high capacity to produced litters of Bleach per day. So we can say that we can survive for next three years.

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MARKETING STRATEGIES
Another valuable service that Global Business Union offers to its clients is its expertise in marketing strategies applied to the promotion and distribution of goods and services. We assist entrepreneurs and managers of start-ups and mid-sized companies to study, evaluate and implement the best marketing strategy in order to ramp up the companys exposure and market share. The development of a marketing strategy is usually divided into five general aspects: Customer Analysis: Once the market in which the company wants to operate has been identified, we analyze the specific end users of the product or service. Precise data collection and customer segmentation allow companies to better understand consumer needs, tastes and behavior. We then analyze the data in order to develop a specific marketing campaign to successfully reach the target market and to better forecast demand in the short- and long- term. Product Development: With rapid advancements in materials and technologies, the product life cycle is getting shorter and shorter. In order to keep up and remain a top player in the market, a company needs to constantly improve existing products and develop new ones. Pricing: Pricing is one of the most important elements of the marketing mix and it is often seen as an indicator of the quality of the product. Basing the pricing decision on industry benchmarks and revenue expectations, we help the client find the right pricing strategy to attract customers and at the same time maximize the sales margin. Branding: Especially for a start-up company that is looking to enter a new market, it is essential to build and develop a strong brand. The brand will become the link between the values of the company and the customers. Sales and Distribution: A good brand and product are not enough if you cannot reach the customers. Developing an extensive network of sales representatives, agents, distributors, wholesalers and dealers can be a tough task, especially for small companies and start-ups.

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THE TARGET MARKET
Color Bleach is not so much expensive but is unique. We are targeting household women, students and limited men. The segmentation of our target market on the basis of income is Elite and upper middle class. The majority market of ORLEN CISCO BLEACH is household women as they are more in to buying the washing products because they are more curious about fashion As we know that we are selling washing products so our main target market is girls of elite class, and upper middle class and especially those who are using different kinds of washing bleach without keeping in mind that from what class of society they are.

TARGET MARKET

40% Niche Market

Segmentation ( Middle Class & Others)

Target Market (Elite Class & Upper Middle Class)

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Description of Target Market
Our products are not so much expensive but they are unique. We are targeting household women, students and limited men. The segmentation of our target market on the basis of income is Elite and upper middle class. The niche market of ORLEN CISCO Bleach is household women as they are more in to buying the washing things because they are more curious about washing of their fashionable clothes.

MARKET SEGMENTATION
While doing the market segmentation, we divide our market into three main types;

Geographic segmentation
Our primary targeted areas are all cities of Pakistan, specially Islamabad, Karachi, Lahore, Faisalabad, Sialkot, Rawalpindi, etc,

Demographic segmentation
We are dividing our target market in to segments that relate to any age group and male and female both are include for this target market.

Psychographic segmentation

Social ClassElite Class upper and Middle Class

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ORLEN CISCO BLEACH PRODUCT LIFE CYCLE

Growth stage Maturity Beginning stage stage Decline stage

BLEACH ANALYSIS

ORLEN CISCO Bleach life cycle is at beginning stage. There are high profits in this Business, but there is still need to create awareness among the public to appreciate this industry to take it at maturity stage. The future prosperity of our business depends upon the following important aspects: ORLEN CISCO proudly presents itself as one of those new ventures who will fulfill all the negative attributes that are affecting the industry by having an edge over its competitors. Competitors of ORLEN CISCO Bleach says that they are providing a nice quality with a cheaper price and they try to make fool their customers by saying this but come to know the reality after experiencing and eventually they lose a customer soon after one sale. Actually we are offering the kind of color bleach that would definitely attract the patrons because of its design that would be fulfilling the present day requirement & most of all it is the kind of business that promises to become a family member of every household etc. And retail industry in Pakistan is running the same way for so many years and there is a need of innovative ideas Color Bleach plans to do so by bringing new form of business plan that will surely have a great impact on the retailing industry of Pakistan.

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Product Life Cycle (PLC)

PLC determines revenue earned by ORLEN CISCO bleach Contributes to strategic marketing planning Help us to identify when a product needs support, redesign, reinvigorating, withdrawal, etc. Help us in new product development planning Help us in forecasting and managing cash flow shows the stages that color bleach go through from development to withdrawal from the market Managing product portfolio is important for cash flow

The Stages of the Product Life Cycle

Development Introduction/Launch Growth Maturity Saturation Decline Withdrawal

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MARKETING MIX

product

price

place

promotion

Product Brand name Quality Safety Packaging Price Pricing strategy (penetration) Suggested retail price Volume discounts and wholesale pricing Cash and early payment discounts Bundling Price flexibility Price discrimination Moderate and affordable.

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Distribution (Place) Decisions ORLEN CISCO Bleach Distribution is about getting the products to the customer. Distribution channels Market coverage Specific channel members Inventory management Warehousing Distribution centers Promotion In the context of the marketing mix, Color Bleach promotion represents the various aspects of marketing communication, that is, the communication of information about the product with the goal of generating a positive customer response. Promotional strategy Advertising Personal selling & sales force Sales promotions Public relations & publicity

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POSITIONING
We arrange color bleach to occupy a clear, distinctive, and desirable place relative to competing products in the mind of target customers. This is something very important because as it creates an image about color bleach in the minds of our patrons that how they perceive Color Bleach. This positioning would be helpful in a sense as it would tell us that our patrons are willing to buy our product or not the more effectively we position our product the more will be demand for our product.

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SWOT ANALYSIS OF ORLEN CISCO BLEACH

STRENGTHS Quality Product Affordable Prices Time Saving Products. Skilled Labour

WEAKNESS Lack Of Aweareness In People Limited Marketing Budget

S.W.O.T
THREAT OPPORTUINTY Growing Industry Attractive Business Threat Of Substitute No Barrier For New Entrants Threat Of Supplier Forward Integration

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SWOT analysis stands for Strengths, Weaknesses, Opportunities, and Threats and is a simple and powerful way to analyse your company's present marketing situation.

STRENTHS Quality product.

Friendly environment. Two plant in the factory. Innovative and constantly growing product Major shareholder in the Bleach industry of Pakistan A company with growing sales and profits over the year. ORLEN CISCO Bleach has a high capacity to produced litters of Bleach per day. ORLEN CISCO Bleach has qualified work force.

WEAKNESSES
Fix Price No credit sales. Low sales margin due to highly value added products. Low promotional activities. Limited capital available. Lack of experience. People are not much aware of the ORLEN CISCO bleach As we are on initial stages therefore color bleach is facing problem of budget Color Bleach requires patience as it will take to overcome its competitors. Good advertising campaign needs high costs which is a setback to the company.

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OPPORTUNITIES

As it is only launching in Lahore & when this concept success then we can target customers all over Pakistan. Credit policy can be adopted to increase sale. Expansion chances are greater. Increasing awareness. Competitors. Exhibitions.

THREATS
Economic crisis of the country. Political crisis of the country. World over recession can have a great impact on firms profitability. Competition with Clorox Idea can be adopted by others. Existing competitors. Price Sensitive people.

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CHANNELS OF ADVERTISEMENT

Word of mouth

Personal relations

Fly bills

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Word of Mouth
According to an international research of marketing firm that words of mouth are the biggest source of publicity. The major part of our promotion emphasizes on the words of mouth .when we are going to meet different people, we are going to explain the products and features of ORLEN CISCO Bleach and if they get convinced they are going to tell to the other people who might be in their neighborhoods or family members and the person who is going to do this for ORLEN CISCO Bleach we will give him a discount and this is the cheapest and fastest mean of advertisement and making awareness among the people.

Personal Relations
We are planning to publicize or advertise through our personal relations also. This would help us to create a web in peoples mind about our products of Color Bleach. It means using our own links with people to advertise and promote your product in the market. They are usually our Friends, Family members, Relatives, Family friends and friends of friends. This mode of advertisement is cost less and is the best way of catching the market share.

Media
Later on, we are also planning to advertise our products over media by ads. But this would be done on a last stage when the market is well aware of the shop ORLEN CISCO Bleach Media promotion plan will include: TV Adds Billboards

Fly Bills
The print media have always been a popular advertising medium. Advertising products via newspapers or magazines is a common practice. By nowadays fly bills are using as a mean of advertisement. Fly bills are also known as pamphlets. We are also going door to door for giving the fly bills for the advertisement and making the people awareness about the products of ORLEN CISCO Bleach.

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DECISION MAKING PROCESS
Identification of problem To face more competitors in the market

Identification of decision criteria

Marketing strategies Product, Price, Place, Promotion

Product Allocation of weights to criteria Price Place Promotion

10 8 6 2

Development of alternatives

Fewer prices as compare to competitors but high quality product Distribution of product as free sample

Analysis of alternatives

More awareness among people about product and price will be affordable to everyone.

Selection of an alternative

Charge low price of product but provide high quality of product

Implementation of the alternative

Free sample distribution and reasonable price

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Decision Making Styles

Although these four decision making styles are distinct, most managers have characteristics of more than one style. Its probably more realistic to think of a manager dominant style and alternate styles. Others are more flexible and can shift their style depending on the situation. For making a decision we have adopt analytical and conceptual style for this decision firstly we analyze our competitors and then we consider more alternatives. After that we finalize our alternatives and implement on this alternative and these alternative are for our long rum period because we have focused on this conceptually and very deeply.

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Tools & Standards to measure our company performance
Span of Control Span of control, is a very important concept of organizing function of management. It refers to the number of subordinates that can be handled effectively by a superior in an organization.

Members at Each Level

(Highest) Organization Level 1 2 3 4 5 6

Assuming span of 2

assuming span of 4

1 2 4 8 16 32 64

1 4 16 64

Span of 2: Employees = 64 Managers (level 1-6) = 63

Span of 4: Employees = 64 Managers (level 1-3) = 21

To measure the company performance we have use span of control. This is important because to large degree, it determines the number of levels and managers and organization has all things being equal, the wider or larger the span, the more efficient the organization. Obviously, wider spans are more efficient in terms of cost. However at some point wider spans reduce effectiveness. When the span becomes too large, employee performance suffers because managers no longer have the time to provide the necessary leadership and support.

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Centralization and Decentralization
The degree to which decision making is concentrated at upper levels of the organization is called centralization. The degree to which lower level employees provide input or actually make decisions is known as decentralization. As organizations have had to become more flexible and responsive, theres been a distinct trend toward decentralizing decision making. Our company is also decentralized because our lower level managers or employees are closer to the action and typically have more detailed knowledge about problems and how best to solve than do top managers. Another term for increased decentralization is employee empowerment, which is given employees more authority.

Remedial Strategies
Our management, under new leadership as described below, has been actively engaged in the planning for, and implementation of, remediation efforts to address the material weaknesses, as well as other identified areas of risk. Our new leadership team, together with other senior executives, is committed to achieving and maintaining a strong control environment, high ethical standards, and financial reporting integrity. This commitment will be communicated to and reinforced with every employee and to external stakeholders. This commitment is accompanied by a renewed management focus on decision-making and processes that are intended to achieve maximum shareholder value over the long-term and a decreased focus on shortterm, quarter-by-quarter operating results. Page 33

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Centralization of the development, oversight, and monitoring of accounting policies and standardized processes in all critical accounting areas, including areas involving management judgment and discretion;

Implementation and clarification of specific accounting and finance policies, applicable worldwide, regarding the establishment, increase, and release of accrued liability and other balance sheet reserve accounts.

Enhancing the development, communication, and monitoring of processes and controls to ensure that appropriate account reconciliations are performed, documented, and reviewed as part of standardized procedures.

Control Mechanism for our Business

Starting a business is not terribly difficult. For instance, according to the Small Business Administration, 552,600 new employer firms were launched in 2009 alone. Staying in business, however, is another matter altogether. According to the same SBA report, 660,900 firms closed in 2009, and overall only 51 percent of firms managed to stay in business for five years or more. In such a difficult and competitive market, businesses need effective control mechanisms to create and maintain a viable share of the market.

Cost Advantage A widely used method for controlling the market is to provide your products or services at a lower price than your competitors offer. We have used cost advantage to control the market. Brand Brand recognition is another successful business control method. Companies spend a large percentage of their budgets on advertising and creating interest among their client bases. We have spent a huge amount to innovate our brand name.

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Volume Businesses can control the profit margin on their products or services by how they price their products. In most cases, the profit margin is largely determined by the industry. Nevertheless, companies can compete with other businesses in their industry by increasing their volume of sales and reducing their profit margin. Although related to cost control, volume is an independent control measure based on lower profit-per-item expectations rather than actual costs. Our business at initial stage therefore we try to increase our sales volume by reducing the price of product as compare to our competitors . Scale of Users and Business Partners An efficient method to increase your business's market share is to join forces with other businesses with similar or compatible goals. Such alliances not only increase your market share and volume of sales but also your brand recognition. Two popular methods to increase a business's scale are franchising and commission sharing. Currently we have developed few products but in future we will franchise our business. The control mechanism of employee incentives directly impacts the management function of leading. Control mechanisms are used for many purposes in business management. These methods offer a way for managers to increase productivity, encourage innovation, and instill shared beliefs and values for the company and its employees. Employee incentives are a positive control mechanism to serve these purposes. It is important as a manager to increase employee morale, motivate, and lead. Truly effective managers are also capable of leading. These control mechanisms provide management with valuable opportunities. This tool will improve a managers ability to influence employees. It will also increase the growth and strength of any organization or business. Control mechanisms should be utilized by management in all organizations. Employee incentive programs are a way of getting employees motivated and enthusiastic. Employee incentive programs benefit the business, management, and employees which is positive on all ends. The control mechanism of employee incentives impacts the management function known as leading by providing it with a positive tool for improvement and change. Page 35

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CONCLUSION
After do project work on ORLEN CISCO COMPANY, we come to the conclusion that the marketing strategy of ORLEN CISCO is working better and the product is gaining popularity among people day by day. Proper decision making process has been adopted and our company performance is also in a good position. Company will achieve their objectives in next 3 to 5 years with maximum profit.

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