MODESTY SPORTS

MODESTY SPORTS

INTERNSHIP REPORT
Subject:
Internship program for 4th semester
Company:
Modesty sports
Class:
MBA

MODESTY SPORTS

Internship Report
Modesty sports
Sialkot

MODESTY SPORTS

Dedications:I want to dedicate my work to my honorable parents and

respectable teachers, whose prayers and efforts make
me able to do this task. I dedicated my work to my
family and my parents.

MODESTY SPORTS

Acknowledgement:All the praise is for Allah, the most merciful and beneficent, who
blessed me with the knowledge, gave me the courage and
allowed me to accomplish this difficult task.
I am much thankful to the Allah who gives me patience and power to
complete my internship and he gave me opportunity to learn much
through my University.
I am heartedly thankful to my all teachers for giving me enough
knowledge to be able to carry myself efficiently during my internship.
I would like to be thankful to our Course instructor who helped me to
complete this project. I am also much thankful for my respectable
teachers as well because, they provided me opportunity to have such
nice experience.
My period of internship in this organization was about six weeks and
it was a very good experience. I would like to thanks Mr.Muhammad
Jamil(General Manager sports Industry) Sialkot, who helped me a lot
in internship and I gained much more than otherwise I would.
I am also especially thankful to Miss.Abeera Tahir (Office Assistant
and Inventory Operator) for her valuable guidance throughout the
Internship period.

MODESTY SPORTS
Executive Summery
Modesty sports Industry (Pvt) Ltd needs no introduction in Pakistan because of
its famous brands in sports goods and garments. Modesty group is situated in
Sialkot. The Modesty factory is producing the famous brands in sports goods and
garments,

these

may

include

football,basket

ball,rugby

ball,hand

ball,soccer,jokgu,futsal,volley ball.
The departments which I have visited for my internship are main departments of
this setup. This report covers their structure, working, functions, strategies and
connection with other departments for the completion of their day to day
activities. The Modesty group is involved in some other kinds of business but our
focus remains to sports goods as it may exceed our scope otherwise. The
organization holds good name into local market but it is also emerging in the Gulf
market. Their Slogan is seen on different documents as The innovative edge.
They have captured the most of the countries some of them may include
England,Germany,Japan,Korea,France. It is to be note that they are exporting
the goods with the name of their clients.

MODESTY SPORTS
Table of contents:PART ONE:-

1. Report introduction and internee work

10

1.1. Purpose

10

1.2. Scope

11

1.3. Objective

11

2. Overview of the organization

12

2.1. Brief history

13

2.2. Nature of the organization

13

2.3. Product lines

14

2.4. Brand portfolio

14

2.5. Strategies of branding

14

2.6. Main clients

14

2.7. Competitors

15

2.8. Brief introduction of the branch where I did internship

16

3. Organizational structure

17

3.1. Organizational hierarchy chart

18

3.1.1 Number of employees

18

3.1.2. Main offices

19

3.1.3Introduction of all departments

19

3.1.4. Marketing departments

19

3.1.5. Production planning and development department

19

3.2.1 Costing department

20

3.2.2 Purchase department

20

3.2.3 Production department

21

3.2.4 Finished goods godown

22

3.2.5 Accounts

24

3.3. IT department

24

3.3.1. Engineering departments

24

3.3.2. Drawing office

25
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MODESTY SPORTS
3.3.3.Sales department

25

PART TWO
4.Training programme

26

4.1. Description of task assigned to me

27

4.2. Description of project assigned to me

27

4.3. Structure of the MIS department

28

4.4. Department hierarchy

28

4.5. Major responsibilities of MIS department

29

4.6. About the department

31

4.7. Development

31

4.7. 1.Supporting other department

32

4.7.2. Web development

32

4.7.3. Structure of cromojet department

34

4.7.4. Structure of back coating department

35

PART THREE
5. Critical analysis

38

5.1. Comparison and evaluation of vision and mission statement

38

5.2. Comparison of theoretical concepts with current practices in various department

40

5.3. SWOT analysis

41

5.3.1. Strengths

41

5.3.2. Weakness

42

5.3.3. Opportunities

42

5.3.4Threats

43

5.4. Internal factor evaluation

43

5.4.1. External factor evaluation

44

5. TOWS method

47

6. Competitive profile matrix

50

6.1. Critical success factor

51

6.2. CPM of MODESTY industry

51

7. Porter five forces analysis

54

8. Ansoff matrix

56
8

MODESTY SPORTS
8.1. Market penetration

57

8.2. Market development

57

8.3. Product development

57

8.4. Diversifications

57

PART FOUR
9. Conclusion

58

9.1.Recommendation

60

9.2. Suggestions

61

10. References

62

MODESTY SPORTS

PART ONE
1.Report introduction and internee work
In MBA program under University Of Gujrat require six weeks internship in any
recognized organization. The objective is to provide the students an opportunity
to gain experience to work in the environment of that organization.
For this regard, when I had to choose an organization, I visited some companies.
The reason to choose a Company is that, I have a wish to do job in Company.
Among so many companies, I choose MODESTY Industry Limited at malky kalan
road sialkot.
The wonderful building, fully equipped, and have 300 employees. Here I learned
a lot, and gain experience to work in the manufacturing environment. I worked
there in IT Department and Production department. My internship report consists
on introduction of MOdesty Industry Ltd. and its IT System's team.
The success of this effort of course goes to all staff members of the Company
who cooperate with me fully, share insights, and convey me the knowledge
regarding their work. Thanks to all.

1.1. Purpose:
The purpose to do the internship report was to explore the learning of my
practical field. The main purposes are:

To know about the professional life in organizations.

To improve my personal skills in industrial sector.
To gain the experience that will be helpful for me in the future.
To apply the best methodology procedure.
To know what sort of changes IT brings in business activities.
And for gaining experience of managing time, things, and people.

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MODESTY SPORTS
1.2.Scope:
As an internee in Modesty industry the main focus of my study research
was on basic concepts and procedures of running any business. These concepts
include internal and external environment of business. Internally business
activities were related to employees and management staff of Modesty industry.
So this study from the relevant department will help me in my practical and
professional life.

1.3.Objectives:
The object of this report is to know the maximum working of the Modesty
industry which includes:

To objectively observe the operations of Modesty Industries (pvt) Ltd.

To make recommendations or implementation plans for the improvement

of the Operations of the Modesty industry.

To know who to deal with the customers and clients.
To know that how the companies works in the competitive environment.
To learn the changing environment.
To gain the knowledge this will be helpful for me in the professional field.
To give the experienced services to every individuals.
To understand the customers needs and wants.
To convince the people for more relationship.
To run the business in the effective way and lower its cost.
To create and manage the value in customers mind.
1. Experience letter from Modesty Industry (pvt) Ltd. Malka kalan road
Sialkot.

2. Overview of the organization:

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MODESTY SPORTS
The Modesty industry limited is a manufacturing entity. It is manufacturing sports
and garments. It is producing football of many kinds and garments as a raw
material for track suit,trouser.
The nature of products of Modesty is consumer durables and interiors. It is a
private limited company.
Starting Year:

1994

Founders & Chairman:

Mr. Muhammad Sarwar

Managing Director:

Mr.Muhammad Boota tahir

General Manager:

Mr.Muhammad Jamil

IT Manager:

Malik Haroon ul Islam

Finance Manager:

Malik Usman

Monthly Production:

Balls 15 LAC TO 18 LAC

Management of the company:

Its main office is in Sialkot.
MODESTY SPORTS TECHNOLOGIES CORPORATION(PVT)LTD
Technology Drive,
Malkay Kalan road
Sialkot 51411,Pakistan
Tele:92.52.3559603,3550554
Cell no: 92.52.3559604,3551881
E mail: modesty@modesty.com.pk
Website:modesty@gjr.paknet.com.pk
Board of Directors:
Chairman

Mr.Muhammad Sarwar

Managing Director:

Mr. Muhammad Boota Tahir

Director:

Mr. Muhammad Saleem

General Manager:

Mr.Muhammad Jamil

Factory general manager

Miss Usma Jamil

Factory Management:
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MODESTY SPORTS

Mr. Muhammad Jamil

(General Manager)

2.1. Brief history:

Mr.Muhammad Sarwar is considered to be the founder of Modesty industry. It
started its operations in 1994 at Sialkot. Established in 1994 and in the last15
years it has become the leading manufacturer of following products in Pakistan.
After that they took the orders for making the sports goods on large scale and
this contract gave them a new passion to become a well known organization in
Pakistan.
Within the years of its establishment it started nourishing at a remarkable pace
and started meeting the order of different companies.
Once the setup started increasing it was decided to open its retail outlet and
wholesale depots through out the country. Now the company has more then 300
retail outlets, more than 1500 dealers and 10 wholesale depots all over the
country.
The company then took another step and entered into the export market realizing
that the country was in dine head of foreign exchange. The exports were made
on international standard and right time delivery became the basis and the
Hallmark of Modesty and the same trend continues.

2.2. Nature of the organization:

The Modesty Sports industry is producing the sports goods mainly meeting the
demands of not only local market but also international markets. Modesty
Industry is manufacturing concern and producing the consumer durables
products. It is private limited company and it includes in the large scale
organizations of Pakistan.

2.3.Product Lines:
The Modesty industry is running the following products:
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MODESTY SPORTS

Soccer

Handball

Futsal

Volleyball

Rugby

Jokgu

2.4. Brand Portfolio:

The brand portfolio of the Modesty Industry Limited Sialkot is as:
Modesty sports Industry Limited (Sialkot)dealing mainly with sports goods.

2.5. Strategies of Branding:

The Modesty is using range brand strategy of its sports goods products.
The sports goods are used for playing football match,basket ball match. Rubber
is used for all the sports goods as a raw material. Primary and secondary is used
for the basic layer to make different kinds of design.Different chemicals are used
for making the rubber sheets and bladder for complete covering of different balls.
Electrical and gas boiler are used for melting the rubber which is used for making
the bladder.

2.6. Main Clients:

The main customer of the Modesty sports is Modesty Display. The Modesty
Display purchases from the factory and sells in the market at its own. To sell in
the market the Modesty Display has retail shops through out the country. It also
sells to the stockiest; who sell different companies brands under one roof.
Modesty Display also sells to the government institutes and firms outside the
country.
Modesty customers are classified under two heads:
a) Local
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MODESTY SPORTS
b) Export

a) LOCAL:
The local customers are as follows:

Mehmood sports

Al razi sports

Shahid sports

Aslam sports

b) EXPORT:
Export clients are:

Frank (Paris)

Shemsy (germany)

Ogay (Ireland)

Fitnay (England)

Alpas (Germany)

Korea

2.7. Competitors:
Modesty sports is well organized industry in Sialkot.Sialkot is considered as the
exporting city of Pakistan so it can develop many innovative ideas about sport
goods. It has captured most of the market in Pakistan and it is working to go
abroad with its local brands. It has numbers of the brands which are well
recognized in the country. There are many competitors of sport goods in Sialkot
but it maintain its quality to satisfy the customer needs and wants.There are
many competitors in Pakistan of sports goods,some are given below
However we can include the following in our list:

A.D.I Traders
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MODESTY SPORTS

Ali trading and company

Awan sports

Azlan sports

Albro industries

Abdullah industry

Absa international

Al hanan international

Abid sports

2.8. Brief introduction of the branch where I did internship

Modesty Industry was established in 1994 by Mr.Muhammad Sarwar.It is located
in malka kalan road Silkot industrial area. About 300 people are related to this
industry.
Initially it was just a small sports goods industry but with the passage of time it
shows progress and becomes one of best industry of Pakistan. Key to success of
this industry is quality products .In every department there is no compromise on
quality.
Now Modesty sports industry in Sialkot has a great worth and reputation in
Pakistan as well on international level among the best sports goods industry.
Factories own up to date and highly automated machines, which are mostly
imported. There is a laboratory equipped with highly sensitive and modern
technology along with highly qualified staff.
The

Modesty

sports

industry

is

SA

8000:2008(Social

accountability

standard),IMS(International matchball standard) tested by PFI,FAIRTRADE

International,IMAC(Independent monitoring association for child labor certified
factory, manufacturing quality and famous brand.
There is a main office having different sporting departments like accounts, IT,
costing and purchase along with the offices of resident director and general
managers. The monthly production of the sport good factory is about
16

MODESTY SPORTS

Technologies and Machinery:

The group has made great strides in developing products through improving
production, enhancing quality and consumer oriented approach. This has made
the group one of the biggest industrial group in these products, in the region

Electrical boiler

Gas boiler

Cutting press

Sewing machine

Punching machine

Hand stich

3. Organizational Structure:
There are two structure of organization that is hierarchal and flat structure. The
Modesty industry limited Sialkot has hierarchal structure. It has large number of
departments, each has good force and jobs are allocated to each department
and independent and separately, headed by separate department head. There
are very few cases at Modesty sports Industry Sialkot where two or more
departments are being headed by a single person.
There is a long chain of command, each chain member having one or more subordinates there are large number of level like resident director, general manager,
managers, Assistant managers, staff/supervisor/foreman, and workers. A very
short spans of control each member having.

3.1. Organizational hierarchy chart:

The highest authority at Modesty sports Industry Gujrat is Resident Director
which is being followed by General Manger.
The Hierarchy chart of Modesty Sialkot is as:
Resident
Director

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MODESTY SPORTS

General/ Production
Manger

Manager
Accounts

Manager
Costing

Manager
Purchase

Manager
Inventory

Technical
Manager

Assistant
Manager

Assistant
Manager

Assistant
Manager

Assistant
Manager

Assistant
Manager

Assistant
Manager

Assistant
Accounts

Assistant
Costing

Foreman /
Supervisor

Assistant
Purchase

Assistant
Inventory

Assistant
Technical

Workers

3.1.1. Number of employees:

The Modesty sports was started with very little number of employees but now it is
counted among large organizations of Pakistan. Modesty sports is operating two
sport goods factories in Sialkot.The total number of employees with this sport
goods is more than 400 employees.

3.1.2. Main office:

Its main office is in Sialkot.
MODESTY TECHNOLOGIES CORPORATION(PVT)LTD
Technology Drive,Malka Kalan road
Sialkot 51411,Pakistan
Tele:92.52.3559603,3550554
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MODESTY SPORTS
Cell no: 92.52.3559604,3551881
E mail: modesty@modesty.com.pk
Website:modesty@gjr.paknet.com.pk

3.1.3. Introduction of all departments:

It has number of departments being headed by departments head, which is
mostly a manager. The Modesty sports industry have its HR, sales and product
development department at Sialkot. These departments work in coordination so
that output of the one department makes the input of the other and hence this
process goes on until the completion of the process in unified way.
The functions of these departments are as follows, however these department
work beyond this it is just their basis functions or working:

3.1.4Marketing Department:
To generate the demand through different tools and to analyze the market trends
and pass all the information to the related departments for the manufacturing of
the final product according to the market demand is the responsibility of the
Marketing department.

3.1.5Production Planning and Development Department:

Production planning and development is responsible to coordinate the activities
of sample development section that is model room and mainly to allocate the
activities to the production roles. It receives the demand form the marketing
department in term of number of particular material required to make the goods.
It then works to check the feasibility of the orders received from marketing
department. It also check the availability of materials required for production.
After all these process they develop the production plan and allocate the
activities to the production units according to the capacity of unit.

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MODESTY SPORTS
Model Room:
To develop the sample of the goods is the responsibility of the model room. The
customer asks for the sample of its order before bulk supply. It then develops the
sample according to the specification given by the customer for his approval. In
case he needs some modification he then sends back the sample and asks for
that modification. Model room then redevelops the sample according to his
instructions. If the sample is approved it develop the pattern of the materials used
in the sample and sends to the production planning department for the bulk
production.

3.2.1Costing:
To allocate the materials and their quantities to be required for the bulk
production and the cost of each football role is the responsibility of the costing
department. This department receives the number of the sports goods to be
manufactured from the planning department and the material that are required in
the production from model room which is called specification. Form these figures
they come up with the nature and quantity of the materials required for bulk
production.
Then they raise material estimate sheet which includes the material required it
quantity and date when it is required. This estimate is handed over to the
purchase department to purchase that material form the market.

3.2.2.Purchase department:
This department is furthered divided in two sections first is local purchase and
other is foreign purchase.
This department receives estimate sheets from costing department and work on
it. If the items are regular which are being purchased already it simply raise
purchase order to the already settled vendor at settled rate. If there is new thing
to be purchased, it asks the costing department to provide sample along with
demand. Purchase department sends this sample to the relevant supplier and

20

MODESTY SPORTS
asks them to quote prices. Then they negotiate with the suitable supplier on
settlement of the price and other term they raise purchase order to that supplier.

Receiving Room:
All the materials or other things which comes in the factory go to receiving room
first. All the vendors unload their material at receiving room except bulk material
which is unloaded at their relevant stores.
The receiving rooms inspect the material to make insure that the material is
according to documents enclosed which is called delivery challan. It only ensure
the quantity but not quality.

Raw Material Store:

The stores are divided according to the material they store. There are numbers of
stores which include chemical store, technical store, primary store, packing store,
bladder store,rubber sheets and secondary store.
The store receives the materials from the receiving room after it is passed. The
store counts the materials and if found correct he generates the receiving report
which assures that the material is taken on charge as stock in hand.
The store is also responsible to issue the materials to the production unit against
indent.

3.2.3.Production Department:
The largest and the far most important department in any factory is always is
production department. This department is divided according to their functions
and they are in alien in such a way that output of the one is the input of the other.
Following are the sub production departments:
The first step in the production process is to issue bladder,chemicals and primary
from the stores, the issued material is sent to machinery controllers and main
production unit where it is made by different kinds of machineries and convert to
football,basket ball,rugby ball etc.This process contains rubber sheet which is
printed by different dyes and design.Then these sheets should provide a shape
21

MODESTY SPORTS
whick is used to made goods like football.After making raw material for good,
these football goes to sewing

department where it stiche the football as

according to the requirement. Back coating department receives the polishing .

This back coating material is manufacture inside the factory and also procure
from outside. These are then sent to the over locking department. After the over
locking the football is prepared.
Here the inspection is started and after the inspection the footballs are sent to the
packing section where they are packed in the plastic sheets and then finally they
are sent to the relevant god-owns for dispatch to the depots.
The factory is lead by the factory manger, who is as well the production manager.
The production manger is further assisted by the assistants. There are numbers
of foremen and supervisors with a large number of machines and workers who
are caring daily production activities.

3.2.4.Finished Goods Godown:

The goods which are manufactured in the production unit are sent to the finished
goods godown, where they are stored until they are dispatched to its destination.
Before dispatching they are segregated according to the requirements of the
depots and the retail outlet. There are four stores for the finished goods which
are retail store, wholesale, export go down and export left over godown.

Claim and Return Goods:

The goods which are returned by the retailers and the customer being faulty are
kept by the claim and return goods department. Returned goods may include
football packed of the wrong size, design which was not required. While, claims
goods include items which become defective within the guarantee period during
its use by the customer. This department receives these goods and makes report
of its defects and sends to the relevant persons to check whether the claim is
justified or unjustified. If the claim is justified means that the customer is right to
claim the defective is replaced with the new one and the measured are taken to
rectify the error in future. If is not justified no replacement is made.
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MODESTY SPORTS
Security:
The security department is responsible to keep the law and order inside the
factory.
This department is being run by the professional security guards in a much
arranged manners. The security staff is appointed at gates and other important
places inside the factory. There are also Hidden security cameras fixed in
different locations of the factory, which cover all the activities and views inside the
factory and these are monitored by the authorities in their offices.

Quality Assurance and Control Department:

Quality assurance department is responsible to maintain the quality of not only
raw material but finished goods also up to mark.
This department is divided in to two section one section is responsible to check
the quality of the incoming raw material and the other is responsible to check the
quality of the goods in process and at final stage. The section who is at checking
the acuity of incoming material receives the sample of incoming material along
with the approval slip from the receiving room.
Human Resource Department:
The human resource department is basically responsible for all the matters
relating hiring and firing of employees.The HR department is responsible
to provide the man power to the all other departments. This department
also holds all the record of the employees which is presented when
needed to general manger and other related authorities. It is also
responsible to conduct the tests and interviews of the employees for
hiring.

3.2.5.Accounts:
One manger along with the assistant manger is leading the accounts department.
This department is dealing with salaries issues. This department performs the
activities, which includes wages and salaries, provident fund, budgets, bill
23

MODESTY SPORTS
verification, payments to suppliers, accounts management, pensions, loans and
different expenditures.

3.3.IT Department:
IT department is responsible to manage all the activities relating to computer
systems and database. This department works as the system support
department for all the other departments so that they can perform their activities
in a better way.
They generate different reports in database on the requests of employees from
different departments. This department holds the strength of nine employees
which includes three programmers, three assistants and two hardware
supervisors and one manger.

3.3.1.Engineering and Maintenance Department:

This department is responsible to maintain all factory asset running smoothly if
undertakes preplan maintenance of all the machinery after the specified period.
There are number of mechanical and electronic engineer they keep the entire
physical infrastructure of the entity in good condition.

Laboratory:
There is a huge laboratory at MODESTY SPORTS being headed by the chief
technical manager and there are number of qualified technician are sporting him.
The laboratory inspects the incoming material which required lab test that
chemical and recording to their specification.
They also undertake any other test recommended by the quality department to
check the material they also investigate the material during the process of
production to know any effect of process on the sports goods during
manufacturing.

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MODESTY SPORTS
3.3.2.Drawing Office:
Drawing office or department is responsible for the design of the footballs
required or demanded by the client. It checks the feasibilities and possibilities of
any of the design, which can be drawn on goods and garments.
This department also suggests the material and machinery for the design
required.

3.3.3.Sales Department:
As a sale department is situated at Modesty sports Display so this reports
includes only those findings which were collected from different employees at
Modesty factory. The sales department is headed by the country sales manager,
who is answer able to the chief operating officer.

e. Organizational Management Analysis:

The

Organizational

Management

Analysis

is

an essential

element

of

organizational development. An OMA report presents a compilation of the

information obtained from the individual Checkpoint results of a group of
managers. The report provides a factual summary of the perceptions of a
management group with input from the manager's bosses, peers and direct
reports.
In Modesty there, highest authority is the Chairman of the company. Under
whose chairmanship there is wide span of control. Chief Executive Officer and
Managing Director is also considerable authorities are over there.
OMA reports guide to future development based on statistically accurate data.
Here human capital has a vital importance with physical capital. The manager,
bosses, groups and peers are working together with the best co-ordination and
cooperation. Manager performs their duties by planning, organizing and
controlling. They are not only passing their orders to employees but they also
have a strong understanding with them. The groups of workers are working
together is also a good mutual intention. These kind of work environment have a
consequence to decrease in conflict and increase in work efficiency. Managers
25

MODESTY SPORTS
have a view to divide some of the authorities to subordinates to make them
confident and to get good results.

PART TWO
4. TRAINING PROGRAM:
a- Plan of Internship program:
Plan of internship program is given below in tabular form:
Sr. No.

Starting Date

Ending Date

Name of

Duration

15/7/2013

20/08/2013

Department
finance

(In days)
38

STARING & ENDING DATES OF INTERNSHIP

Starting date: 15-07-2013
Ending date: 20-08-2013
Duration: The tenure is about 6 weeks

Department where I worked:

Internship was my first step in practical life, through which I learnt a lot and it has
aided me in being well equipped with valuable experience that would help me
once I enter the professional life after the completion of my studies.
During the period of 15 july to 20 august 2013, I worked in Modesty sports
Industry as an internee.
My association with this company was being a part of the MIS Department. It was
a great experience for me and it helped me in realizing where my potential lies.
What I learnt at Modesty over the weeks was how to get along with the people
that I have to work with everyday, building confidence and improving my skills.
This internship has also prepared me for my future career in MIS so this
internship has helped me a great deal.

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MODESTY SPORTS
The experience has taught me responsibility, teamwork and how to handle
problems occurring. Even though the nature of work was quite basic as an
internee, nevertheless I got to see what practical life is.
This internship overall has been a great experience. This report gives a profile
of Modesty sports and garments Industry and an insight into the IT department
where I was assigned to work.
This report also reflects my learning and experiences at Modesty along with
my responsibilities and the tasks that I performed. Last part of the report consists
of some recommendations and suggestions that I have given.

4.1. Description of the task assigned to me:

I was appointed as an internee at in Modesty Industry of Sialkot .Besides working
on 4 department of the company, manager also assigned an important task to
work
I have to record all the material transactions occurred among their different
departments on the Financial Database system.
Besides it, to improve the skills of learning database system Inventory manager
assigned me to open the new codes of their new brands and design.

4.2. Description of the project assigned to me:

Inventory and IT Manager under whose kind jurisdiction, I completed my
internship at Modesty Industry Sialkot, assigned me a task to develop a local
area network in their department and sub offices. There are four computer
systems in a single room but in different cabins. First of all he assigned me to
develop a LAN and after that I was assigned to develop a Wide area network.
So first I create a local area network with the help of my respected Guide and Sir
Haroon and then a wide area network among all computer systems in a single
building. It includes the system from reception up to the computer system in
resident director's office.
It was my first experience to develop such kind of networking; I was not expert or
have not done any practice so he helps me a lot to complete this project.
27

MODESTY SPORTS
4.3. Structure of the MIS/IT department:
Short for Management Information System and pronounced as separate letters,
MIS refers broadly to a computer-based system that provides managers with the
tools for organizing, evaluating and efficiently running their departments. In order
to provide past, present and prediction information, an MIS can include software
that helps in decision making, data resources such as databases, the hardware
resources of a system, decision support systems, people management and
project management applications, and any computerized processes that enable
the department to run efficiently.
Within companies and large organizations, the department responsible for
computer systems is sometimes called the MIS department. Other names for
MIS include IS (Information Services) and IT (Information Technology).

4.4. Department Hierarchy:

The IT department is situated at Modesty and works under the direct super vision
of chief operating officer followed by IT manager with the team of one assistant
manager, three executives' officers and three officers. The hierarchy chart of IT
department at Modesty Industry Sialkot is as follows:

IT
Manager

28

MODESTY SPORTS
Programme
rs

Programme
rs

Programme
rs

Assistant

Assistant

Assistant

Hardware
supervisors

Hardware
supervisors

b. Number of employee:
The IT department has nine employees, responsible for different duties assigned
to them which include three programmers, three assistants and two hardware
supervisors and one manger named as Mr.Haroon ul Islam..

4.5- Major Responsibilities & Functions of IT/MIS Department:

The Management Information System department serves as an internal reporting
unit of the organization. MIS enables consistent and reliable flow of information
about all the programs even from the remote areas on monthly basis. This
facilitates flexibility and adjustment of any deviation from the planned activities.
The department is responsible to report in quantitative as well as qualitative
terms and has an extensive database of the existing organizational activities.
MIS department at Modesty Industry Sialkot performs various tasks which
includes the following:

Generation of incentive sheets

Preparation of monthly/ Quarterly statistical report

Managing accounts on database

Conduct different surveys and monitoring different ongoing projects

Development of monitoring tools and designing the formats and procedure

for operational monitoring

To facilitate the regular field visits meetings in order to reflect on project

activities and gather opinion on future development for positive feedback
to management

29

MODESTY SPORTS

Planning and Coordinating for conducting specific studies when needed.

Evaluation report at the end of the project

Deal in all related IT works i.e. Networking, Web designing, Trouble

shooting etc.

Direct the operations of computer and related equipment, including

telecommunications and data networks

Develop transitional plans for acquisitions and installation of equipment

Assist program/ department directors in the selection and setup of MIS

equipment and applications

Keep

abreast

of

new

developments

and

trends

and

make

recommendations to management on desirable additions or replacements

Advise managers concerning IT trends, technical problems, need for

equipment, need for software upgrades and priorities

Manages interface throughout the Modesty Industry with the Internet

Responsible for IT equipment, network system and telecommunication

activities within the Modesty Industry Sialkot

Provide educational opportunities for Town employees

Evaluate new technologies for possible implementation

Maintain the inter department's Internet presence

Provide efficient and reliable operation of all departments' hardware and

software

Centralize purchasing of computer hardware and software for all

departments

4.6.About the Department

The Information Technology Department provides a variety of services relating to
computer and telecommunications services, application software development,
design and production services, and software training to all internal departments.
30

MODESTY SPORTS
These services encompass personal computers, networks, printers, servers, and
more. The IT Department is an innovator in the field of information technology
management, using a combination of management solutions that maximize
effectiveness and minimize cost. The IT Department also consults with other
departments to analyze and select proper IT solutions for specific applications,
provides internet access, computer training and support, and mobile computing
solutions for other departments.

4.7Development:
Provides design, development, implementation services and continued support of
special data, and databases

Web Development:
The IT Department designs, develops, implements and maintains the Modesty's
Key website.
Information technology changes rapidly and new systems and technology are
continually being implemented and installed. The IT Department strives to
translate this technology into higher productivity for departments, and higher
quality output for reduced costs of operations.

4.7.1- Support to other Departments:

MIS stands for Management Information System, the system that provides
information to the management about a given project or program. IT department
is responsible to manage all the activities relating to computer systems and
database. This department works as the system support department for all the
other departments so that they can perform their activities in a better way.
They generate different reports in database on the requests of employees from
different departments.
System and Network Support

Development and maintenance of the departments' communication

infrastructure and wide area network

Maintain file and application servers and network security management,

software distribution, and technical support for hardware and software.
31

MODESTY SPORTS
2. B. Structure of Tufted Department:
Modesty sports is the manufacturer of sports goods in Pakistan and many other
countries. It has the widest range of machinery to manufacture most of the
products liked by the customers worldwide The group is manufacturing in sports
goods and garments like track suit,trousers,jackets,footballs,basket balls,rugby
ball,hand ball,soccer.

a. Department Hierarchy:

Manager

Foreman

Assistant
Day

Assistant
Night

32

MODESTY SPORTS
Technician

Worker

Technician

Worker

b. Number of employee:
In tufted department more than 100 employees working here. This department is
directly under the control and management of general manager. Mr. Muhammad
Jamil is the incharge of this department as a foreman, under his there are two
assistants with two technicians and five workers. These assistants do their job in
different timings but both have to answer Mr.Muhammad Jamil.

c. Major responsibilities and functions:

Major responsibility of the department is to produce raw sports goods in time,
besides it is also the responsible for the material taken from the store for
production process and after completing its task it have to return the
remaining material to the store. Tufted department include 70 machines for
the different design of the goods. And it is also responsible to complete its
function on time.

4.7.3. Structure of Cromojet department:

The evolution of technology, a revolution inn expression
What inspire you? Color? Texture? Art? Architecture?Design?
Whatever you can imaging.
Cromojet imaging technology makes possible.
By every measure, Cromojet provides the most highly evolved goods and
garments pattern capability available, allowing quick
production of both custom and standard patterns.
Custom designs do the best job of expressing a
unique image. And with Cromojet imaging, creating a
33

MODESTY SPORTS
custom design is simple Cromojet design professionals can guide you through an
un complicated process in which you'll work with a state-of-the-art Cromojet
design computer system to create and visualize your design

a. Department Hierarchy:
Manager

Assistant

Technician

Assistant

Worker

Technician

Worker

b. Number of employee:
In cromojet department 50 employees are working here. Mr. Muhammad Boota
Tahir is the manager of this department as a foreman, under his there are two
assistants with two technicians and seven workers. This department does their
task with the coordination of Laboratory workers and expertise.

c. Major responsibilities and functions:

Tufted department make raw material by using chemicals, rubber sheet and
primary as a base. After making raw material of goods tufted department send
34

MODESTY SPORTS
this output to cromojet department which process on it to convert it into final
goods. Cromojet department is responsible to make the cutting of rubber
sheets,stiching of footballs and garments designed. It is the main responsibility of
the department to design the sports goods and garments as according to the
demand. Expertise from the laboratory is consistently with coordination of this
department because of the color mixing and designs.

4.7.4. Structure of back coating department:

Modesty group is manufacturing different kinds of balls. Back coating department
prevents the balls and garments.

a. Department Hierarchy:
Foreman

Assistant
Day

Chemist

Worker

35

MODESTY SPORTS
b. Number of employee:
In back coating department 40 employees are working here. Mr. AMJAD is the
incharge of this department as a foreman, under his there is one assistant with
one chemist and ten workers.

c. Major responsibilities and functions:

Back coating department recives the goods and covers the goods from back with
secondary, felt and some other chemicals, which prevents the goods. This back
coating material is manufacture inside the factory and also procure from outside.
These are then sent to the over locking department. After the over locking the
goods are prepared.

2. C. Feasibility report of computerizing the functions

I worked in IT department and sub departments of the production department.
During my internship I came to know the different steps and procedure methods
of production. Besides IT department I just go through the production process,
here I am giving a report which covers the feasibility to convert the system on the
computerized base.

Feasibility Report for a Computerized System

Purpose
The purpose of the new system that Modesty Industry should develop is to
improve on the existing paper system. The original system is time consuming
and is inadequate for the production process. As details have to be regularly
updated and altered, the new system will be computerized. The system will allow
its user to:

Add new Inventory to the system

Keep the inventory issue records

Printout hard copy of all kind of documents

Keep a record of all the transactions preformed.

36

MODESTY SPORTS
a. Hardware and software requirements:
To continue the production process in a very mannered and symmetric way, we
can use the computer base technology.
Hardware Requirements of the system is not much as it needs maximum of 256
MB of ram with around 1GB of free disk space, having a 32 bit Processor.

b. System design:
The design of the system must not be complex, so that further editing in it can be
easily done. The software must be flexible for other technical development.

Software Requirements
For the development of the proposed system we need visual basic 6.0 or
VB.NET and MS Access or Oracle for development and database. Visual basic is
easy to use and oracle gives high flexibility and security to the database.

c. Implementation or execution of the system:

Implementation and execution of the hardware and software required for the
computerization of the production system depends upon the way of working on
this.
In production process we can implement the computerized system through
automated machinery which starts working just by giving instruction from the
system designed for this purpose.

d. Evaluation process:
The purpose of the feasibility is to examine how the original system compares
with the new one. This report will also help to conclude whether it is necessary to
computerize or improve the present system.

PART THREE

37

MODESTY SPORTS
5.1. Critical analysis:
a. Comparison and evaluation of current strategies with mission
and vision statement.
Our vision statement is our inspiration, the framework for all your strategic
planning.
The vision statement answers the question, Where do we want to go?
Whereas, a mission statement is a brief description of a company's fundamental
purpose. A mission statement answers the question, "Why do we exist?"

Our Vision:
To ensure the future of the company and the employees through customer
satisfaction by producing quality sports goods, providing a reliable, durable and
affordable goods for operating the organization safely, efficiently, and profitably
through continuous improvement.

Mission Statement:
Our mission is to provide high product quality. Understanding our customers
requirements and delivering it continuously. Encourage innovation/creativity to
expand and continually improve utilizing quality practices for the production of
goods industry, both in the domestic and international markets.

Current Strategies:
Strategy is the field that deals with the major intended and emergent initiatives
taken by general managers on behalf of owners, involving utilization of
resources, to enhance the performance of company in their external
environments. It entails specifying the organization's mission, vision and
objectives, developing policies and plans, often in terms of projects and
programs, which are designed to achieve these objectives, and then allocating
resources to implement the policies and plans, projects and programs. A
balanced scorecard is often used to evaluate the overall performance of the
business and its progress towards objectives.

38

MODESTY SPORTS
Modesty Sialkot is committing its mission and vision in the sense of quality. No
doubt there is no compromise in goods quality. Modesty Sialkot is doing
successful efforts to gain its objectives, to continue its mission and to broad its
vision.
They are committing their clear view regarding quality product. They are
providing durable, reliable and affordable quality product as according to the
demand of their customers. They are satisfying the customers by fulfilling their
desired design, color, size and quality. On time product delivery is a plus point for
in local as well in international market. Modesty is industry doing their best to
utilize the sources in a best way to accomplish their goals.
According to their strategy regarding design is also very consistent. As their
mission is "To encourage the innovation" So I found them to following strictly this
point. They are doing new experiences to broad the concept of goods design.
There is a point in vision statement, "To ensure the future of the company & the
employees through customer's satisfaction" But I found that company is doing
very well and countless efforts to ensure the company's future.

5.2. Comparison of theoretical concepts with the current

practices in various departments.
Theoretical concepts are those concepts which we studied in the books during
our studies. We listen and understand these concepts for improving our
knowledge and mental skills. We learn these concepts from our teachers,
professors and instructors in the educational institutes. We discuss the matters
and problems with our class mates and other students to resolve them. And at
the end, we practice all these concepts in practical field, during internship, job or
business.
Sometimes theoretical concepts can not implement exactly in all kind of
organizations because of different nature, structure, design and methods. It also
depends on organization's size and business volume.
During my internship, I observed so many theories implemented as according to
the book reference like hierarchy structure, work division, organizing, planning,
39

MODESTY SPORTS
leading, controlling, costing, accounting producing and storing. In planning all the
strategies and long term projects are designed by the higher management,
operational or middle managers are responsible to conduct the plans and lower
level management have to complete the assigned task.
Besides it all other departments are performing their functions very well due to
qualified and skilled staff. We have studied the concepts just by words, but in real
life I experienced "The dreams come true" how the book references and
theoretical concepts are being really met to the current business conditions. In
MIS department I observed the project manager performing their tasks in very
efficient manners.
In production department there is a large amount of work, factory machines didn't
stop even after a week. They work 24 hours properly while during production
process.
As we studied different procedure of production process and costing, delivering,
storing, issuance and so many other issues of a manufacturing concern. I found
Modesty very close to that theoretical concept. Each and every calculation,
operation and different strategies are very close to facts and accuracy. Costing
department use so many formulas and spread sheets to calculate sensitive
amounts, store acquires and issue material as according to the rules mentioned.
Production department do its job success fully. Although there is always a need
to improve, and to flourish the business in a better way, but the Modesty Industry
is conducting the best policies and strategies to accomplish the production task.
Some of the departments are lacked by the most important facilities, departments
like MIS/IT have very low facilitation to do their job on computerized manners.

5.3. SWOT Analysis:

SWOT analysis is a strategic planning method used to
evaluate the Strengths, Weaknesses, Opportunities,
and Threats involved in a project or in a business
venture. It involves specifying the objective of the
business venture or project and identifying the internal
40

MODESTY SPORTS
and external factors that are favorable and unfavorable to achieve that objective.
The technique is credited to Albert Humphrey. In order to take the in depth
view of Modesty Industry we must do a SWOT Analysis.

5.3.1. Strengths:
Modesty sports goods Industry is well known and established manufacturing
entity recognized by its quality products with a large variety. By reviewing their
strengths, I analyze their "Product" as the biggest power they have with
"Leading sports" on a "Large Scale of Production" controlled by "Strong
Management", "Expertise", "Qualified Staff".
Modesty as a "Customer based" organization has a "Strong Market Position"
with a number of "Sales Channels" not only in Pakistan but also on international
level.
Modesty is a "Fasting Growing" organization with "Sound Financial
Resources", "Technological Skills" and a key factor known as "Customer's
Loyalty".

5.3.2. Weaknesses:
Weaknesses are those internal elements which cause to a deficiency in all kinds
of operations including production, planning, organizing, working and running of a
business.
All the organizations must have the weakness with the internal strength of the
organization, sometimes it happens that a factor which is considered to be
strength may also falls in the category of a weakness. Like wise in Vision, I found
its "financial resources", "staff" and "market position" as a weakness with the
entity of strength. Because there is always a possibility to decrease in financial
resources which may results in inconsistent market position. Modesty have not
arranged "training programs for the employees" to create an awareness about
the latest trends, business rules, current policies so it is also an internal
weakness of the Modesty to "loose the key staff", who have a strong hold or
grip on the organization in all departments.
41

MODESTY SPORTS
5.3.3. Opportunities:
The term opportunity is usually used to have a chance to get a benefit for the
organization from external environment. Opportunities bring the positive change
which are the most beneficial and valued for the firm.
Modesty also have the external opportunities to avail for their betterment and fast
growth. They have the opportunity to "expand" their business by availing the
"funds" from the different financial institutes, by "acquiring" the other firms and
by having the "vendors" who are willing to invest their capital. The greatest
opportunity for the firm is to "sale" out its own product through "new distribution
channels" with "low personal taxes". As it is stronger and established name in
the production of sports goods, it is also an external opportunity for the business
that it's "competitors have low power to compete".

5.3.4. Threats:
External threats make a firm weak in decision making process. It is most risky to
make decision in uncertain and threatening environment. Threats are most
harmful for business even sometimes firms came to shut down conditions due to
these threats.
Modesty industry is also facing so many external threats. In Pakistan it is much
harder to establish a strong business entity in such a "fluctuating economy".
Inconsistent economy makes the market so risky for investment so it is also a
hard task to avail "external source of finance".
"Negative cash flow" is also a threat for the business which results in low
amount of liquid assets. "New technologies" with day to day changes are not
easy to acquire and implement. As today the world is so fast and more
competitive so the threat of "more competition" is also faced by the Modesty
and this completion can make the volume of sales lower and "low sales volume"
means "low profit".
Political instability results in new "governmental regulations and policies" in
trade are also threatening. It can also provide a possibility to "close a
geographic market". The most biggest and recent threat is "power supply". A
42

MODESTY SPORTS
manufacturing firm which has a number of machinery and plants can be badly
affected by this threat.

5.4.. Internal factor evaluation matrix:

Internal Factor Evaluation (IFE) matrix is a strategic management tool for
auditing or evaluating major strengths and weaknesses in functional areas of a
business.
IFE matrix also provides a basis for identifying and evaluating relationships
among those areas. The Internal Factor Evaluation matrix or short IFE matrix is
used in strategy formulation. The IFE Matrix together with the EFE matrix is a
strategy-formulation tool that can be utilized to evaluate how a company is
performing in regards to identified internal strengths and weaknesses of a
company. The IFE matrix method conceptually relates to the Balanced Scorecard
method in some aspects.
IFE Matrix of Modesty Industry Sialkot:
Internal Strength
1. Staff
2. Customer base
3.Market Position
4.Financial Resources
5. Sales Channels
6. Product
7. Growing
8. Expertise
9. Technological Skills
10. Leading Brands
11.Customer Loyalty
12. Production Scale
13. Management
Internal Weaknesses
1. Staff
2. Financial Resources
3. Market Position
4. Lack of new product
5. Customer Dissatisfaction
6. Low customer Retention
7. Dependence on central server

Weight
3%
2%
7%
5%
4%
6%
5%
7%
5%
8%
2%
4%
8%

Rating
3
3
3
3
3
4
3
4
4
4
3
4
4

Weighted Score
0.09
0.06
0.21
0.15
0.12
0.24
0.15
0.28
0.2
0.32
0.06
0.16
0.32

2%
5%
2%
7%
4%
3%
5%

1
1
2
2
2
1
2

0.02
0.05
0.04
0.14
0.08
0.03
0.1
43

MODESTY SPORTS
8. Training of Staff
6%
2
0.12
Major Weakness (1), Minor Weakness (2), Minor Strength (3), Major Strength (4)
Total Weighted Score
100%
2.94
Weights are Industry based, and Ratings are Company based.
In IFE Matrix average score is 2.5, so if total weighted scores will below average
point then it will show the company is weak internally. But here weighted points
are more than average point so it is showing that company is internally strong.
*Note:
When a key internal factor is both strength and a weakness, then it must
include twice in the IFE Matrix. The same factor is treated as two independent
factors in this case. It has to assign weight and also rating to both factors.

5.4.1. External factor evaluation matrix:

External Factor Evaluation (EFE) matrix method is a strategic-management tool
often used for assessment of current business conditions. The EFE matrix is a
good tool to visualize and prioritize the opportunities and threats that a business
is facing.
The EFE matrix is very similar to the IFE matrix. The major difference between
the EFE matrix and the IFE matrix is the type of factors that are included in the
model. While the IFE matrix deals with internal factors, the EFE matrix is
concerned solely with external factors. External factors assessed in the EFE
matrix are the ones that are subjected to the will of social, economic, political,
legal, and other external forces.
External factors are extracted after deep analysis of external environment.
Obviously there are some good and some bad for the company in the external
environment. Thats the reason external factors are divided into two categories
opportunities and threats.

EFE Matrix of Modesty Industry Sialkot:

External Opportunities

Weight

Rating

Weighted Score
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MODESTY SPORTS
1. Strategic Alliances
3%
3
0.09
2. Funding
5%
4
0.2
3. Sales Product
6%
4
0.24
4. Acquisition
4%
3
0.12
5. Lower Personal Taxes
6%
4
0.24
6. New Distribution Channels
3%
3
0.09
7. Market Poised for Growth
2%
3
0.06
8. Competition Weaknesses
7%
4
0.28
9. Vendors
3%
4
0.12
10. Expansion
6%
4
0.24
External Threats
1. Economy
6%
2
0.12
2. Lose of key staff
2%
1
0.02
3. Lack of financial resources
3%
2
0.06
4. Cash Flow
3%
2
0.06
5. New Technology
4%
2
0.08
6. Increased Competition
4%
1
0.04
7. New Government Regulation
5%
1
0.05
8. Decreasing Profit
2%
2
0.04
9. Failing sales
2%
2
0.04
10. Closing of Geographic Market
4%
2
0.08
11. Tax Increases
9%
1
0.09
12. Power supply
11%
1
0.11
Major Threats (1), Minor Threats (2), Minor Opportunities (3), Major Opportunities (4)
Total Weighted Score
100%
2.47
Weights are Industry based, and Ratings are Company based.
In EFE Matrix average score is 2.5, so if total weighted scores will below average
point then it will show the company has external threats. But here weighted
points are more than average point so it is showing that company has external
opportunities more than threats.

5. Threats opportunities weaknesses Strengths matrix (TOWS):

SWOT analysis, method, or model is a way to analyze competitive position of the
company. SWOT analysis uses so-called SWOT matrix to assess both internal
and external aspects of doing business. The SWOT framework is a tool for
auditing an organization and its environment.
45

MODESTY SPORTS
The concept of determining strengths, weaknesses, threats, and opportunities is
the fundamental idea behind the SWOT model. To present the model in a more
understandable way, scholars came up with so-called SWOT matrix. SWOT
matrix is only a graphical representation of the SWOT framework.

What is the difference between SWOT and TOWS?

TOWS analysis is very similar to the SWOT method. TOWS are simply looks at
the negative factors first in order to turn them into positive factors.
TOWS Analysis is a variant of the classic business tool, SWOT Analysis. TOWS
and SWOT are acronyms for different arrangements of the words Strengths,
Weaknesses, Opportunities and Threats.
By analyzing the external environment (threats and opportunities), and internal
environment (weaknesses and strengths), we can use these techniques to think
about the strategy of our whole organization, a department or a team. We can
also use them to think about a process, a marketing campaign, or even our own
skills and experience.
We look at how we can extend our use of SWOT and TOWS to think in detail
about the strategic options open to us. While this approach can be used just as
well with SWOT as TOWS, its most often associated with TOWS.

Identifying Strategic Options:

SWOT or TOWS analysis helps us to get a better understanding of the strategic
choices that we face. (Remembering this "strategy" is the art of determining how
we'll "win" in business and life.) It helps us ask, and answer, the following
questions: How do we:
Make the most of our strengths?
Circumvent our weaknesses?
46

MODESTY SPORTS
Capitalize on our opportunities?
Manage our threats?

TOWS Matrix of Modesty Industry Sialkot:

External Opportunities

External Threats

1. Expansion

1. Power supply

2. Vendors

2. Tax Increases

3. Competition

3. Closing of Geographic

Weaknesses

Market

4. Market Poised for

4. Decreasing Profit

Growth

5. Failing sales

5. New Distribution

6. New Government

Channels

Regulation

6. Lower Personal Taxes

7. Increased

7. Acquisition

Competition

8. Sales Product

8. New Technology

9. Funding

9. Cash Flow

10. Strategic Alliances

10. Lack of financial

resources
11. Lose of key staff
12. Economy

Internal Strengths

SO: Strategies that use

ST: Strategies that use

1. Staff

strengths to maximize

strengths to minimize

2. Customer base

opportunities.

threats.

3. Market Position

1. Through Financial

1. Financial Sources and

4. Financial Sources

Resources company can

Technological skills are

5. Sales Channels

expand itself. (S4,O1)

helpful to avoid Power

6. Product

2. New distribution

supply and Cash Flow

7. Growing

channels and acquisition

threats. (S4,S9,T1,T9)

8. Expertise with

help the company to

2. Through Sales
47

MODESTY SPORTS
Authentication

grow. (S7,O5,O7)

Channels it is possible to

9. Technological skills

3. Production Scale and

stop the Closing of

10. Leading Brands

Leading Brand make the

Geographic Market.

11. Customer Loyalty

competition tougher.

(S5,T3)

12. Production Scale

(S12,S10,O3)

3. Long run Production

13. Management

4. Product is strength

Scale can stop

which surely its sales.

Decrease in Profit.

(S6,O8)

(S12,T4)

5. Strong Market position

4. Strong Market

attracts the vendors for

Position can eliminate

investment and help to

Lack of financial

fund rising. (S3,O2,O9)

resources. (S3,T10)
5. Expertise with
Authentication and Good
Management can stop
Losing of key staff.
(S8,S13,T11)
6. Quality Product can
make Competition
tough. (S6,T7)

Internal Weaknesses

WO: Strategies that

WT: Strategies that

1. Staff

minimize weaknesses by

minimize weaknesses

2. Financial Resources

taking advantage of

and avoid threats.

3. Market Position

opportunities.

1. Market Position can

4. Lack of new Product

1. Funding can increase

reduce the threat of

5. Low customer

the Financial Resources.

unstable Economy

Retention

(W2,O9)

(W3,T12)

6. Customer

2. Through Expansion of

2. Training of staff will be

Dissatisfaction with

the business weakness of

helpful to avoid Lose of

Design

Lacking of new Product

key staff. (W8,T11)

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MODESTY SPORTS
7. Dependence on central

can be eliminate.

Server

(W4,O1)

8. Training of staff

3. Market Position is
helpful to avail Market
Poised for Growth.
(W3,O4)
4. To Sale the Product on
a large scale can be
cause to decrease the
weakness of Low
customer Retention.
(W5,O8)

6. Competitive profile matrix (CPM):

Competitive profile matrix is an essential strategic management tool to
compare the firm with the major players of the industry. Competitive profile matrix
shows the clear picture to the firm about their strong points and weak points
relative to their competitors. The CPM score is measured on basis of critical
success factors, each factor is measured in same scale mean the weight remain
same for every firm only rating varies. The best thing about CPM that it includes
our firm and also facilitates to add other competitors make easier the
comparative analysis.
IFE matrix only internal factors are evaluated and in EFE matrix external factors
are evaluated but CPM include both internal and external factors to evaluate
overall position of the firm with respective to their major competitors.
The competitive profile matrix consists of following attributes mentioned below.

6.1.Critical Success Factors:

Critical success factors are extracted after deep analysis of external and internal
environment of the firm. Obviously there are some good and some bad for the
company in the external environment and internal environment. The higher rating
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MODESTY SPORTS
show that firm strategy is doing well to support this critical success factors and
lower rating means firm strategy is lacking to support the factor.
Rating in CPM represents the response of firm toward the critical success
factors. Highest the rating better the response of the firm towards the critical
success factor, rating range from 1.0 to 4.0 and can be applied to any factor.

There are some important points related to rating in CPM.

Rating is applied to each factor.
The response is poor represented by 1.0
The response is average is represented by 2.0
The response is above average represented by 3.0
The response is superior represented by 4.0

6.2.Competitive Profile Matrix of Modesty Industry Sialkot:

Critical
Success
Factor

Modesty

Awan sports

Ali trading

sports goods
Weigh Ratin Weight

Ratin

Weight

Ratin

Weight

ts

ed

ed

Scores
0.06

ed

Scores
0.09

Advertising

3%

Scores
0.09

Product Quality

15%

0.60

0.45

0.45

Price

8%

0.16

0.16

0.16

Competitivenes

10%

0.30

0.20

0.20

15%

0.60

0.45

0.45

Management

10%

0.30

0.20

0.20

Financial

18%

0.54

0.36

0.36

Position

15%

0.45

0.45

0.30

Customer

6%

0.12

0.12

0.12

Loyalty
Total

100%

3.16

2.48

2.30

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7. BCG Growth-Share Matrix
The BCG Growth-Share Matrix is a portfolio planning
model developed by Bruce Henderson of the Boston
Consulting Group in the early 1970's. It is based on the
observation that a company's business units can be
classified into four categories based on combinations of
market growth and market share relative to the largest
competitor, hence the name "growth-share". Market
growth serves as a proxy for industry attractiveness, and relative market share
serves as a proxy for competitive advantage. The growth-share matrix thus maps
the business unit positions within these two important determinants of
profitability.

Since, year 2012 has been closed and all financial data have
been consolidated.
Following is the information about the 4 Divisions and I categorize and identify
each Division into BCG Matrix
Division

Revenues

%Reven

Profits

% Profits

ue

Market

Growth

Share

Rate

Rs.
1

300000

70

39000

60

0.80

12.3

10000

23

16400

25

0.65

9.6

2110

7600

12

0.27

-6.2

890

160

0.11

-17.5

Total
BCG Matrix of Modesty Industry Sialkot:

Relative Market Share Position

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(Percentage)

INDUSTRY SALES GROWYH RATE

MODESTY SPORTS

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MODESTY SPORTS

High

Medium

Low

Growth rate is -17.5 and relative market share is 0.11

SBU # 4: SBU No.4 is running in total loss as per statistics give because the
market share and growth rate percentage is very low. The management should
sell the SBU to prevent more losses because it has no generation and neither
there is a possibility that it will generate in future. So it is better to sell it out.
Growth rate is - 6.2 and relative market share is 0.27
SBU # 3: SBU No.3 has some better market share and growth rate than SBU 4.
So it can be kept under through observation if there is some betterment, more
investment can be made there to gain more generation and revenue. But more
investment should be made according to the situation analysis.
Growth rate is 9.6 and relative market share is 0.65
SBU # 2: The SBU is generating most of the revenue and the position should
remain maintained for the efficient and smooth running of the business. It has

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MODESTY SPORTS
almost monopoly in the market so; there is no threat of competition. There are
more chances of betterment and higher profit.
Growth rate is 12.3 and relative market share is 0.8
SBU # 1: The SBU has acquired the highest market share and growth rate but to
maintain the position is a difficult task because there is a lot of competition. So
the company should remain no stone unturned to maintain the position as it is in
the best interest of the business.

7. Porter five forces analysis:

The Porter's 5 Forces tool is a simple but powerful tool for understanding where
power lies in a business situation. This is useful, because it helps us understand
both the strength of our current competitive position, and the strength of a
position we're considering moving into.
The five forces that Porter suggests drive competition are:
1) Supplier Power: Here we assess how easy it is for suppliers to drive
up prices. This is driven by the number of suppliers of each key input, the
uniqueness of their product, their strength and control over us, the cost of
switching from one to another, and so on. The fewer the supplier choices
we have, and the more we need suppliers' help, the more powerful our
suppliers are.
2) Buyer Power: Here we ask ourselves how easy it is for buyers to drive
prices down. Again, this is driven by the number of buyers, the importance
of each individual buyer to our business, the cost to them of switching
from our products to those of someone else, and so on. If we deal with
few, powerful buyers, then they are often able to dictate terms to us.
3) Competitive Rivalry: What is important here is the number and
capability of our competitors. If we have many competitors, and they offer
equally attractive products and Vision, then we'll most likely have little
power in the situation, because suppliers and buyers will go elsewhere if

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MODESTY SPORTS
they don't get a good deal from us. On the other hand, if no-one else can
do what we do, then we can often have tremendous strength.
4) Threat of Substitution: This is affected by the ability of our customers
to find a different way of doing what we do for example, if we supply a
unique software product that automates an important process, people may
substitute by doing the process manually or by outsourcing it. If
substitution is easy and substitution is viable, then this weakens our
power.
5) Threat of New Entry: Power is also affected by the ability of people to
enter our market. If it costs little in time or money to enter our market and
compete effectively, if there are few economies of scale in place, or if we
have little protection for our key technologies, then new competitors can
quickly enter our market and weaken our position. If we have strong and
durable barriers to entry, then we can preserve a favorable position and
take fair advantage of it.

Porter's Five Forces Analysis of Modesty Industry Sialkot:

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MODESTY SPORTS
8. Ansoff Growth Matrix:
The Ansoff Growth matrix is a tool that helps
businesses decides their product and market growth
strategy.

Ansoff

product/market

growth

matrix

suggests that a business attempts to grow depend

on whether it markets new or existing products in
new or existing markets.
Successful businesspeople spend a lot of time
thinking about how they can increase profits. Theyll
typically have hundreds of ideas about things they
could do, including developing new products, opening up new markets and new
channels, and launching new marketing campaigns.

a. Market penetration:
Market penetration is the name given to a growth strategy where the business
focuses on selling existing products into existing markets.
Market penetration seeks to achieve four main objectives:
1) Maintain or increase the market share of current products
2) Secure dominance of growth markets
3) Restructure a mature market by driving out competitors
4) Increase usage by existing customers

b. Market development:
Market development is the name given to a growth strategy where the business
seeks to sell its existing products into new markets.
There are many possible ways of approaching this strategy, including:
1) New geographical markets
2) New product dimensions or packaging
3) New distribution channels
4) Different pricing policies to attract different customers or create new
market segments.
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MODESTY SPORTS
c. Product development:
Product development is the name given to a growth strategy where a business
aims to introduce new products into existing markets. This strategy may require
the development of new competencies and requires the business to develop
modified products which can appeal to existing markets.

d. Diversification:
Diversification is the name given to the growth strategy where a business
markets new products in new markets.

PART FOUR
9. Conclusion:
In the light of organizational analysis, during my internship I concluded the
organization doing their best. They are following their mission, vision statement,
objectives and goals. They are not only making the profit and securing the future
of the company but they are also participating in the foreign earnings.
They are providing best quality product and with good reputation in the market
they can compete their competitors. The quality should not be compromised at
any cost and payment system to the vendor should be as per agreed means
there must be no delay in the payment to the vendors. They have long term
future plans. The manager of Modesty is very hardworking, they are not only
making their present secure but also doing efforts to bright up their future.
Modesty have strong chain of command on all over the firm's operations
coordination of all departments results in splendid products. Working of all
departments is appreciable on individual levels. Groups and peers make their
work easier by creating a healthy environment. The higher management is quite
satisfied with this but there is always need to improve. Some of the workers on
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MODESTY SPORTS
lower level are not much qualified but they are skilled and attached with Modesty.
They know the tools and techniques of their work; they are like expertise in their
relevant fields. It was also observed that distribution of work load was no proper.
Some employees are not satisfied and they found complains regarding the
access of work while some are very relaxing and saying they have not much to
do.
Modesty have a large scale of production which fulfills the demand of their
customers at the right time and proper delivery which generate the Good will for
the company. They are providing employment to a number of people.
In respect of MIS department, I found that there is much limited number of
persons doing work over there, who have no wide knowledge about information
system. MIS provides the IT services to all the departments.
It is very appreciable for the management team of the branch that they gave their
precious time to me and teach me in best possible way. It is difficult to do both
works at the same time, to do their routine work, and to guide me. But they all did
it very well

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MODESTY SPORTS

9.1. Recommendations:
Modesty Industry Limited has best quality in the sports goods and garments in
market.
Following are the recommendations keeping in view the critical and SWOT
analyses of the organization.
1. Modesty Company

has to increase their strength and overcome the

internal weaknesses by taking proper and suitable measures.

2. Modesty should be more competitive and strong to be the leader in
market.
3. Modesty should take the opportunities prevailing in external environment
to get the good results.
4. Modesty have to protect itself from external threat like inconsistent
economic condition and new technology.
5. Modesty should keep the mission and vision statement in view while
planning, making strategies and taking decisions.
6. There must be job rotation. One thing I noticed that if one officer is
working in tufted department, he has been doing it from start of his job.
There must be job rotation department wise.
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MODESTY SPORTS
7. There must be performance based reward system. Salary and rewards
must be on performance base.
8. There must be permanent job for employees, because it creates loyalty
and sense of belongingness in employees. This thing can't possible in
contract base job.
9. There must be some recreating activities for employees for refreshment.
10. The top management should bring changes in the system of all the
branches.

9.2.Suggestions regarding MIS department:

1. Modesty Industry Sialkot has to improve in Information system to be more
competitive in coming days.
2. Here, it is strongly needed a fast and accurate computerized network.
3. There is also a need to develop its personal software to protect and
secure the data.
4. Modesty head office should have a proper Server System, because
sometime due to failing in connection with server daily recontinue work of
IT department goes into pending on next day. It creates the problem to
keep up to date their work as well a burden for the employees.
5. As Modesty doesn't up to date its website from a long time to attract the
customer and their timely feedback, as most of the good firms keep their
web well organized.

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MODESTY SPORTS

10.REFERENCE:
Michelet, W. (2007). Terrain de lute Womens Football and Feminism inLes
annes folles. French Cultural Studies, 18(3), 259276.
Stevenson, T. B., & Alaug, A.-K. (1997). Football in Yemen Rituals of
Resistance, Integration and Identity. International Review for the Sociology of
Sport, 32(3), 251265.
Toffoletti, K. (2012). Iranian Womens Sports Fandom: Gender, Resistance, and
Identity in the Football Movie Offside.
Elendu, I. C. (2012). Nigerias Debased Values System at the Modern Era:
Implications for Sports Development. Journal of Education and Practice, 3(3),
4853.
Parry, J. (2008). 3. Ethics in youth sport in the UK. The example of the Football
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Association ethics strategy group. In Ethic and sport. Youth and manager-Etica e
sport. Giovani e manager. Proceedings of the XVI Congress of Panathlon
International (Antwerp, 22-24 November 2007) (p. 40). Retrieved from

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