SUBMITTED BY:
FIZZA ASAD
WAQAS SHAMS
TMM-4
ACKNOWLEDGMENT
Our sincere thanks to Mr. Ather Ali who is senior merchandiser in Export marketing
department of A-Karam. We have met him twice for taking information regarding sales
structure of Home textiles of Al-Karam. And the time duration of each meeting was 1hour.
And we would like to thank our course instructor Mr. Javed Mehmood for helping us in
analyzing the sales structure of Al-Karam Textile Mill Ltd.
TABLE OF CONTENT
Company Profile..........................................................................................................................................5
Mission Statement......................................................................................................................................5
Corporate Strategy......................................................................................................................................6
Relationship Selling.....................................................................................................................................6
Two Strategic Units Of Al-Karam.................................................................................................................6
Home Textiles By Al-Karam.........................................................................................................................7
Exports Of Home Textiles............................................................................................................................7
Customers Of Alkaram Home Textiles.........................................................................................................8
Sales Management Process Of Al-Karam.....................................................................................................9
Acquiring Customers...............................................................................................................................9
Sampling..................................................................................................................................................9
Planning...................................................................................................................................................9
Production:............................................................................................................................................10
Shipment...............................................................................................................................................10
Factors Efecting Sales Of Al-Karam Home Textiles....................................................................................11
Iso Certification......................................................................................................................................11
State Of The Art Equipment...................................................................................................................11
Diverse Product Range..........................................................................................................................11
Availability Of Cheap Labor....................................................................................................................12
Dealings With High Quality International Brands..................................................................................12
Own Power Generation.........................................................................................................................12
Research And Development..................................................................................................................12
Role Of Sales Person In Alkaram Home Textile (Exports)...........................................................................13
Servicing Customers..............................................................................................................................13
Adapting Different Sales Styles..............................................................................................................13
Dresses In Proper Attire.........................................................................................................................13
Use Of Information Technology.............................................................................................................14
Sales Presentation.................................................................................................................................14
Overcome Objections............................................................................................................................14
Check Timeliness Of Order....................................................................................................................14
Setup Displays In Exhibitions.................................................................................................................14
Feedback To The Company....................................................................................................................15
Attend Sales Conference........................................................................................................................15
Target Marketing...................................................................................................................................15
Sales Force Structure.................................................................................................................................16
Sales Force Size Analysis............................................................................................................................16
Sales Forecasting.......................................................................................................................................17
Time Series Analysis...............................................................................................................................17
Recruitment And Selection Of Sales Force................................................................................................17
Selection Of Employees.........................................................................................................................17
Training Of New Hires............................................................................................................................17
Evaluation Of The Employees................................................................................................................18
Motivation Of The Sales Force...................................................................................................................18
CSR (Corporate Social Responsibility) Projects By Al-Karam..................................................................18
Conclusion.................................................................................................................................................19
COMPANY PROFILE
The Al-Karam group was founded in March 1986 with a vision to be a provider of innovative
textile solutions worldwide. We are a manufacturer and supplier of distinguished fabric for
apparel, home and industrial markets with clients all over the world. Our ability to create
forward-thinking solutions that give our clients a competitive advantage is what sets up apart.
Our core services include:
Fiber manufacturing
Spinning
Weaving
Knitting
Dyeing and printing of woven and knitted fabrics Designing
Cutting and Stitching
With a constructed area of over one million square feet, Al-Karam has the capacity to fulfill
small, medium and large scale orders. We are one of the few vertically integrated operations in
Pakistan. Offering a diversified range of products, our customers can mix and match from a wide
variety of print, yarn dyed, solids, dobby and jacquard. We also deal in twill, sateen, basket
weave and percale, knitted to woven fabric; and thread counts ranging from 130 to 1000.
At Al Karam we also provide our customers with complete in-house design solutions. Our
creative center is equipped with state of the art designing and sampling equipment and skilled
textile artists.
In an industry where deadlines are a way of life, Al-Karam is proud to have a proven track
record of service quality and on-time delivery. For your convenience we maintain a
comprehensive order tracking system, so you can stay on top of your order at all times.
MISSION STATEMENT
The Mission statement of Al-Karam is:
“To remain an undisputed leader in providing high quality products & services to its customers.
And to continuously provide superior quality Home Textiles and Fashion Apparel”.
CORPORATE STRATEGY
To support our mission with the addition of latest High tech machinery as well breed of
professional work force in the organization. Al-Karam is and continues to vision as the most
Energy Efficient Company in Pakistan.
RELATIONSHIP SELLING
Al-Karam believes in relationship selling instead of transactional or one time selling that’s why
they focus on quality products. Al-Karam Textiles have established a big name for themselves in
the textiles and garments industry. Their brand name is very strong in the Pakistani mass and
industrial market as well as some industrial buyers in the USA and Europe. Their brand name
has a lot of appeal in the Pakistani mass market and they have very loyal customers, who trust
the quality of design and the quality of the cloth itself.
The annual sale of Home Textiles (exports) by A-Karam is about $100 million. And the
following table shows the share of different markets of Al-Karam:
Countries Turnover %
Spain 2%
Germany 4%
U.K 2%
France 8%
USA 45%
Sweden 30%
Others 9%
ACQUIRING CUSTOMERS
Al-Karam acquires new customers by two ways:
International exhibitions where Al-Karam places its stall to attract customers from
different countries. e.g. Heimtex is a very famous international exhibition for textiles .
This exhibition took place every year and Al-Karam sent a representative or marketing
managers and some other personnel to manage their stall in the exhibitions and show the
products properly.
The second way to acquire new customer is through buying agencies which acts as a
middle man in the process. Different buying agents are working in Pakistan; they took
their commission on each buyer Al-Karam gets in touch with new buyers by this method
too. The main buying agencies which are working with Al-Karam are
Inspectex
Lie n fung
Adi sources
SAMPLING
When any new order comes from the buyers the company has to do the sampling of that specific
product. After that sample is made it will be sent to the buyer for the confirmations that the
sample is absolutely matches with their specifications or needs. When buyer approves the
sample, then the production can be start.
PLANNING
When the new order comes, the first thing which a company does is a planning to execute the
order on time. The planning includes following steps:
The invoice (contract review document) is made by marketing dept includes.
Order demand
Order detail
Shipment date
This invoice is sent to all concerned department so that they can plan their inventory and
work schedule. The invoice is sent to:
Grieg procurement
Processing
Stitching
Accessories
Each department gives their comments or work schedule dates on that invoice and sent
back copies again to the marketing dept.
Then order sheet /production program is made and circulated to concerned departments.
PRODUCTION
The following chart shows the flow of production in Al-Karam textile mills:
Planning
Marketing
Grey insurance
Mending inspection
Pre treatment
Dying /Printing
Finish folding (QC)
Stitching
Packing
Shipment
SHIPMENT
Shipment is the last stage of sales for Al-Karam textiles in any export order of home textiles. The
company ensures the shipments of right articles through buyers selected made of shipment. Because if
there is any problem in the shipped items, it will cost a huge loss for the company three main modes of
shipment which are used by Al-Karam are:
FOB
CNF
CIA
FACTORS EFFECTING SALES OF AL-KARAM HOME TEXTILES
ISO CERTIFICATION
Al-Karam Textiles have received ISO 9000, as well as ISO 14000 certifications from
internationally renowned ISO auditors. This is a big strength because the existence of non-
harmonized standards for similar technologies in different countries or regions can contribute to
so-called “technical barriers to trade”. Al-Karam textiles, being export minded, have sensed the
need to be certified, so that their clients in other countries are reassured of the quality of the
product that Al-Karam offers is equal to or superior to the quality of an international standard.
SERVICING CUSTOMERS
In case of export sales merchandiser is the person who keeps in contact with the customer all the
time. If the customer requires any changes in product, he will send enquiry to merchandiser.
Then the merchandiser or sales person for export market will look into that enquiry and send
replies to customers.
SALES PRESENTATION
For selling their products to new customers or for acquiring new customers. The sales person
gives presentation about what are the products which Al-Karam is offering and the details of
those products. They also deliver presentation to Buying agencies, who acts as middle men for
getting new orders.
OVERCOME OBJECTIONS
It is included in the training of salesmen that if any objection arises from the buyer or retailer
side, he knows how to overcome this objection and this training is given to him once in an every
month, conducted by the company’s senior sales people.
TARGET MARKETING
In case of home textile exports of Al-Karam, the sales person uses target market techniques for
different buyers. For example IKEA and WAL-MART are its two big customers; they present
different products according to the needs of each of them. If a specific buyer demands
development of new product and gives specifications and design for the product, the sales person
communicates it to the company and then the procedure of development for the new product is
followed.
SALES FORCE STRUCTURE
SELECTION OF EMPLOYEES
There is no proper HR department at Al-Karam Textiles. The sales person or merchandisers are
hired by the “seth” on the basis of qualification and interview.
Whereas in the marketing and sales department, ads are placed in the newspaper but mostly they
rely on references because they think the creditability of that person is more. Whenever the sales
manager of each team needs a person in the team, he reports to the general sales manager and
then he reports to the CEO. When he gives the permission to hire a new sales person in the team,
the HR activities takes place.
It is concluded that Al-Karam is running its plant very efficiently and they are thinking to expand
their selling activities because by selling more they will be able to earn more profit, however;
their main focus is not only profit maximization but sell their product as a quality product.
The name of Al-Karam Textile Mills in International Textile Market is not new as they have
been catering the international needs since more than a decade with utmost dedication that has
earned them repute and distinction in whatever we do.
The company started its venture with its own yarn producing facility and is now serving the
needs for Grieg, finished, stitched articles. Al-Karam is continuously looking for potential
customers who are staunchly looking for quality products at competitive prices and an on time
delivery.