Description of Company
Business Activity | Assembler / Manufacturer of Television’s, DVD players and LCD TVs | |
Principal Business Office | 21, Cavalry Ground, Lahore Pakistan | |
Production Facility | 1 - Nobel Road, Sadhoki, Lahore | |
Marketing & Service Centers | Karachi, Hyderabad, Sukkur, Larkana, Multan, Lahore, Sahiwal, Faisalabad, Gujranwala, Rawalpindi, Peshawar. | |
Display Centers | Lahore, Karachi, Rawalpindi | |
Personnel | 389 |
HISTORY OF DYNASEL
Dynasel Limited was incorporated with the overall objective to become a diverse, dynamic and soundly based professionally managed business. Its envisioned goals include continuous development of the Company's character, reputation, financial performance, growth, infrastructure expansion and brand recognition.Dynasel fully realizes that amongst other attributes, understanding and use of teamwork is the key to the success of any company worldwide. Therefore, all strategic plans are oriented to build and develop its human resource so that an ongoing effort can be made to seek attractive opportunities which are appropriately met with quality products and services.
The Company's production facility is built on a nicely landscaped 1-1/2 acre plot; with a covered area of over 80 thousand sq. ft. fully automated electronic product assembly equipment has been installed - enabling compliance to international quality standards for a production capacity of over 350,000 televisions annually on a single shift basis to cater for current and future demand. Stringent and industry specific quality control standards our adhered to insure desired product quality levels.
Training programs are routinely held which are focused on improvement of the overall work effort, efficiency and awareness of related technological advancement, standards and systems.
NOBEL is currently the no. 1 selling brand of Pakistan and is now perceived by the Pakistani consumer as “real value” for money due to its attractive pricing, quality, features, range and proven excellent warranty service. The Company's strategic partnership with TCL has contributed immensely in achieving this position.
NOBEL's rise to the no. 1 spot is a result of sheer hard work, perseverance and vision, together with keeping a pulse on the customer's needs. Customers' experience of “Seeing believes” will continue to transform NOBEL's vision into reality.
The Company's distribution network covers the entire country with over 10 Marketing Offices and Service Centers to cater for over 600 dealers both in the urban and rural markets. This network together with over 10 year experience of the market has been key in making NOBEL the No.1 brand today - with exciting growth prospects.
1. THE VISION
Dynasel Limited was incorporated with the overall objective to become a diverse, dynamic and soundly based professionally managed business. Its envisioned goals include; continuous development of the Company’s character, reputation, financial performance, growth, infrastructure expansion and brand recognition.
Dynasel fully realizes that amongst other attributes, understanding and use of teamwork is the key to the success of any company worldwide. Therefore, all strategic plans are oriented to build and develop its human resource so that an ongoing effort can be made to seek attractive opportunities which are appropriately met with quality products and services.
The Company’s production facility is built on a nicely landscaped 1-1/2 acre plot, with a covered area of over 80 thousand sq. ft.
Fully automated electronic product assembly equipment has been installed- enabling compliance to international quality standards for a production capacity of over 350,000 televisions annually on a single shift basis.
Training programs for factory personnel are routinely held which are focused on improvement of the production process, efficiency, quality assurance and awareness of related technological advancement. Stringent and industry specific quality control standards are adhered to ensure desired product quality levels.
In order to market effectively, it is also important to have a clear understanding of what the market is currently like and your position in it. This can be extended to looking for ways that you can either extend the market, bridge to another market, or create a new market entirely.
Here are some questions you could ask to generate some ideas for this part of your Mind Map
- Are our markets growing? Steady? Declining?
- Is our market share growing? Steady? Declining?
- Is there room in the market for us to expand in our existing markets?
- How will we attract, hold and increase our market share?
- If you run a franchise, how is your market segmented?
· If you have a franchise, will the franchisor provide assistance in this area? How will you promote your sales? What are your contractual limitations?
Definition:
A marketing plan outlines the specific actions you intend to carry out to interest potential customers and clients in your product and/or service and persuade them to buy the product and/or services you offer.
To check the market satisfaction we think about the following questions
· How we make segments for our product
· Who is our targeted customer
· How we do positioning of our product.
· How much customers satisfied with our product.
· Whether we are doing business according to our goals
· Our marketing Channels
· Whether our product have some core point.
· We make marketing plan according to the 4P’s
· We think about customer behavior.
For the satisfaction of our customer we make segments for our product at demographic base because we produce our product for low income customer and also for richer. So, we sale our products in a reasonable and affordable price.
To make our products according to the customer demand firstly, we ask from the customer about his desires and then produce our product.
The innovation in our products is according to the customer thinking and ideas.
We see it whether we are doing business according to the goals. For this we will give value to our customer like in price, discounts, quality etc. we will use distribution channel 2 levels in which 4 parties involve manufacturer, wholesaler, retailer and customer. We will provide our product availability in certain market. We have 4 distribution centers we will make these distribution centers more attractive and also make new distribution channels in attractive areas. We will use telephonic and mail system for the order placement.
We will use firstly push strategy for the sale of our new product and then we will use pull strategy for the sale of product because a new product have low awareness firstly and when it launched then its sale will increase automatically. We provided the guide book which helps the customer how to use the product. We have used marketing skimming pricing and when other competitor came in the market we shall decrees the price. We want to achieve the competitive advantage in the market. We will advertise our product according to our customer behavior whether our customer is loyal to us.
Ratio Analysis of Financial statements of Noble TCL
Why we do ratio analysis?
Financial ratio analysis is the calculation and comparison of ratios which are derived from the information in a company's financial statements. The level and historical trends of these ratios can be used to make inferences about a company's financial condition, its operations and attractiveness as an investment.
It is a horizontal analysis because it is a comparison between two years financial statements of the same company.
1) Gross profit margin = Gross profit/ Sale x1002006 2007
1572807884/11210976902*100= 14% 1196036767/8651230022*100= 13.82%Comment:
The gross profit in 2006 is 13.82% while in 2007 it is increasing. So, it is better for the company because the higher the ratio it is in the favor of company. The better condition is to maximize the profit.
2) Net profit margin= Net profit/ Sale x100
2006 2007 526707873/11210976902*100=4.6% 872508850/8651230022*100=1%
Comment:
Net profit in 2006 is 1% and in 2007 it is increasing. It is 4.6% and increased by 3.6% in one year. It is better for the company to increase it net profit. Whenever the net profit ratio higher of increase it is better and appropriate for the company. The better condition is to maximize the profit.
3) Operating Profit Margin = Operating profit / Sale x100
2006 729257164/11210976902*100=6.5% | 2007 179525860/8651230022*100=2.07% |
Comment
Operating profit in 2006 is 2.07% and in 2007 it is increasing. It is 6.5%% and increased by 4.43%% in one year. It is better for the company to increase it net profit. Whenever the net profit ratio higher of increase it is better and appropriate for the company. The better condition is to maximize the profit.
4) ROCE = EBIT/ Capital employed x100
2006 1350197100/2593109313 *100=52% | 2007 932251729/ 4369806560 *100= 21% |
Comment
This ratio tells us how much return on this investment. In year 2006 company’s return on capital employed is 21%but in year 2007 it is 52% and it is increasing. It is favorable for the company because the high return on capital employed is more beneficial for the company.
Capital employed = Long term debts + Equity
2006 275207823+2317901490 = 2593109313 | 2007 2669147155+1700659405 = 4369806560 |
5) Return on Equity = Net profit / Equity x100
2006 526707873/2317901490*100= 22% | 2007 87250885/1700659405* 100 = 5.13% |
Comment
This ratio tells us how much return on the equity. In year 2006 company’s return on equity is 5.13% but in year 2007 it is 22% and it is increasing. It is favorable for the company because the high return on equity is more beneficial for the company.
Liquidity Ratios
6) Current ratio = Current assets / Current liabilities
2006 4329573329/3542360927 =1.2 | 2007 3574957159/3144490572=1.14 |
Comment
Current ratio tells us how much assets are available to meet the liabilities. Here the company’s current ratio in 2006 is 1.14 but in 2007 it is 1.2 which means company have not sufficient assets to meet the liabilities because in many situation the good ratio is 0.9: 1 some consider 2.1 is better ratio but when the assets of company cannot meet the company’s liabilities it is not favorable for the company.
7) Quick/Obsolete ratio = Current assets – Inventory/ Current liabilities
2006 4329573329 -2645452686/ 3542360927= 0.47 | 2007 3584951759 - 2222090661/3144490572=0.43 |
Comment
Quick ratio tells us how much liquid asset in the company to meet the debts of company. The company’s quick ratio in 2006 is 0.43 but in 2007 it is 0.47which means company is increasing its quick assets to meet the debts of company. The best quick ratio is considered is 1.1.
8) Working Capital ratio= Sale / working capital (C.A- C.L)
2006 11210976902/787212402=14 | 2007 8651230022/440461187 = 19 |
Comment
Positive working capital means that the company is able to pay off its short-term liabilities. Negative working capital means that a company currently is unable to meet its short-term liabilities with its current assets (cash, accounts receivable and inventory).
Activity Ratios
9) Inventory turnover ratio = Cost of sales/ average Inventory
2006 9638169018/2433771674 = 3.9 times | 2007 7455193255/2117195527 = 3.5times |
Comment
Inventory turnover ratio tells us in how many times inventory sold. Here the company’s inventory turnover ratio is 3.5 times in 2006 and it is 3.9 times in 2007. It is not a good situation because it is considered that the lower the ratio it is better for the company but here the ratio increasing not decreasing. If inventory sold quickly the sale will increased automatically and company’s profits increase. It will be better for the company.
10) Payables payment period ratio = Trade creditors/ Credit purchases x365
2006 589896693/9638169018*365 = 22 days | 2007 288870787/7455193255* 365 = 14days |
Comment
Payable payment period ratio tells us in how much days we are paying our payments. In 2009 the company’s payable payment period ratio is 14 days while in 2010 it is 22 days it is better situation for the company because in 2010 company takes long time in the payment to creditors. When we take a long time in the payments to creditors we can use this cash and can run our business easily.
11) Average collection period = Trade debtors / Credit sale x 365
2006 886378235/11210976902*365 = 28 days | 2007 757969369/8651230022* 365 = 32 days |
Comment
Average collection period tells us in how much days we are recovering our collections or debts. In 2009 the company’s collection period ratio is 28 days while in 2010 it is 32days it is better situation for the company because in 2010 company takes less time in the recovery of collection from trade debtors . When we take a minimum time in the collection we can use this cash and can run our business easily.
Valuation Ratios
12) Earnings per share (EPS) = Profit after tax – Preference dividend No of ordinary shares
2006 526707873/40,000,000= 13.16/share | 2007 87250885/40,000,000= 2.18/share |
Comment
The portion of a company's profit allocated to each outstanding share of common stock. Earnings per share serve as an indicator of a company's profitability. In 2009 EPS is 2.18/share but in 2010 it is increased. It goes up to 13.16/share which means company’s profits grow and its earnings per share increases. It increased by 10.98/share.
13) Debt / Total assets ratio = Total debt/ Total assets
2006 6294432750/10892778263 =0.57 | 2007 5813637727/9799205367 = 0.59 |
Comment
Total liabilities divided by total assets. The debt/asset ratio shows the proportion of a company's assets which are financed through debt. If the ratio is less than one, most of the company's assets are financed through equity. If the ratio is greater than one, most of the company's assets are financed through debt. Companies with high debt/asset ratios are said to be "highly leveraged," and could be in danger if creditors start to demand repayment of debt.
14) Debt/ Equity ratio = Total debt/ Total shareholder’s equity
2006 6294432750/ 2317901490=2.17 | 2007 5813637727/1700659405=3.41 |
Comment
The Debt to Equity Ratio measures how much money a company should safely be able to borrow over long periods of time. The normal level of debt to equity has changed over time, and depends on both economic factors and society's general feeling towards credit.. It is important to realize that if the ratio is greater than 1, the majority of assets are financed through debt. If it is smaller than 1, assets are primarily financed through equity. If the ratio is high (financed more with debt) then the company is in a risky position - especially if interest rates are on the rise.
Nobel has entered into a strategic partnership with TCL, China to manufacture and market TCL’s high quality yet affordable Cathode Ray Tube (CRT) TV range in Pakistan. TCL is one of the largest TV manufacturers in the world and with this partnership DSL has access to TCL’s technology and know how.
What influence customer behavior?
Consumer behavior is the study of how individuals, groups and organization select, buy, use and dispose of the goods, services, ideas or experiences to satisfy their needs and wants.
A consumer buying behavior is influenced by cultural, Reference groups and personal factors.
We produce our product according to the customer and we make according to the demand means that the delivery of our product to our customer is very easy. They have no problem to get our brand. Our after sales services to our customer are very quick and fast due to this our customer is satisfied with us. The innovation in our product is according to our customer desires and ideas. We give value to customer satisfaction.
The main thing which satisfied our customers is our low price. We provide high quality product to our customers at
5. FLEXIBILITY
There is flexibility in our product. We are producing different products like
v Television
v DVD players
v LCDs
v LEDs
v LCD with built in DVD
6. PRODUCTIVITY
Nobel TV Company used demand strategy they produce according to the market demand. They try their best to reduce overcapacity production. In 2008 we produce 95000 units of Television.
7. Quality
We are producing the products according to our customer’s desirous quality. We want to provide our products to our customers at high quality with lower prices.
We are trying our best to provide high quality services to our customers. We only concentrate at customer value.
The number of suppliers of our raw material is 20. We check the quality before the purchase of raw material for good quality products. Our inventory days are less because we produce according to the market demand.
We make the product according to the customer purpose and demand.
8. Delivery
We ensure our product delivery at our outlets. We use different distribution channels for the delivery of our product. We use outlets, branches for the delivery of our products to the customer. The delivery of our complaint product is very good enough. Our after sales services delivery is very good enough. We try our best to provide quick service to our customer and we solve the problem of our customer within a day and if it is possible then we solve the problem at the spot. In the last year the number of complaints was 500. If there is any major problem then the process time is one week.
9. Process time
Our cash collection period is 21 days we collect all the cash from our debtors within the 21 days. We try our best to collect the cash from our debtor before the time of payment to our creditors.
10. Cost
Our objective is cost effectiveness but some costs are those which we bear after maximum utilization of our resources like the damaged picture tubes. We provide one year picture tube warranty if the complaints increase from our expectations we bears a high cost on our after sales services.
11. Operations
External effectiveness
These are known as PEST factors.
· Political factors
· Economic factors
· Socio- cultural factors
· Technological factors
Political factors:
· Trade, return, and warranty restrictions.
· Employment law is crucial to maintain cost effective and legal in a specific country.
· Introduction to Euro, the exchange may drop in the UK making Sony easier to expand.
Economic factors:
· Interest rates play a very vital role in a company’s growth and their price factor of the products. Because they have low price products but if interest rates will high noble automatically effect and cannot produce products at lower prices.
· The problem of unemployment rates may cause Noble faces some problems in recruiting the new employees because of finance.
· Production and distribution of a multitude of consumer electronic products.
· Specific region’s economic growth, inflation rates, and exchange rates, and due to current economic crisis.
Socio- cultural factors:
These are following socio-cultural factors which influence noble television company.
· Social factors include health consciousness of customer
· Older population tends not to be interested in the latest products rather they interested in the simple one.
Technological factors:
Technological factors: new technologies create new products and new processes. MP3 players, computer games, online gambling and high definition TVs are all new markets created by technological advances. Online shopping, bar coding and computer aided design are all improvements to the way we do business as a result of better technology. Technology can reduce costs, improve quality and lead to innovation. These developments can benefit consumers as well as the organizations providing the products.Marketing mix is general purchase used to describe the different kind of choices organization has to make in the whole process of bringing a product in the market. In the marketing mix include 4 P’s.
PRODUCT STRATEGY
Our product is the physical and tangible product. This combine product is the solution of customer. The Company has a diversified high-quality product range from basic to high-end innovative products including conventional (14”, 21” and 29”), pure flat and LCD TV’s and DVD’s which is well suited to meet local demand, backed by on-time delivery and prompt warranty support, which is key for customer satisfaction and image .
DELIVERY(PLACE) STRATEGY
Distribution is procedure in which products reach to the consumer.
Distribution networks:
The Company’s distribution network covers the entire country with over: 10 Marketing Offices and Service Centers to cater for over 600 dealers both in the urban and rural areas. This network together with over 10 year experience of the market has been key in making NOBEL the No.1 brand today with exciting growth prospects.
We are using 2 level marketing channels for our products. In 2 levels marketing channel there are 4 parties involved.
Manufacturer
WholesalersRetailersConsumers.
We use our own display centre in all our country.
We use selective distribution for our new product. Our aim is that our product available in certain market.
Inventory management:
We use inventory management in own factory & warehouse. We store minimum stock that fulfills the requirement of customer needs.
Warehouse:
The organization has own warehouse in factory and other different areas of country.
Distribution centre:
We build own distribution centers in different cities. . We build attractive franchises in different areas.
Order processing:
For online order we use telephone and e-mail facilities and our distribution center dispatch the product to the certain place.
Transportation:
Noble uses its own transport and cargo services for despathing the products to the distrubution channels.
Reverse logistics:
Reverse logistics are used when repairing and sale return incurred. The organization own department play the function of reverse logistics.
FINANCIAL PROJECTION
v Financial institution
v Retained earnings
v Issuance of shares
v Sale of assets
Sale price per unit is 40,000 in this price 25% profit margin is add because our cost per unit is 30,000.
Costs | Per unit cost | Total units | Total cost |
Variable cost | 25000 | 500 | 125,000,000 |
Fixed cost | 5000 | 500 | 2,500,000 |
Total cost | 30000 | 500 | 127,500,000 |
We have finance for this project Rs. 140,000,000.
Here all the finance raised from the company’s retained earnings because it’s a introduction stage of the product due to this we invest Rs.140,000,000 but our cost total cost is 127,500,000 and our promotion cost is 7,000,000 our after sale service cost is 7,750,000.
Our organization repairs the product at very low price like 5%. We shall give the warranty to our customer. The warranty is 2 year of parts. We shall give discount to whole sale. The price of whole sale is less (RS 400 to RS 1000) than retailer price.
We will provide warranties to our customer which will attract to them. We evaluate our plan by getting feed back from customer. We have a separate department for the complaints of customer. We are following the Customer value strategy so we follow our customer by researching the markets, by telephonic mode etc.
References:
www.bohradevelopers.com/demos/noble/company.htm
www.nobletv.net
No comments:
Post a Comment