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MASTER SANITARY WARE

G.T. Road, Lahore Side,
Near Ex. Octroi Check Post, Gujranwala, Pakistan.
www.mastersanitaryware.com

Presented by:
Sheikh M. Hassan, Aisha Maqsood,
Muzzamil Awan, Hassan Jamil , Hashim Khan

FOUNDATION OF MASTER GROUP OF
INDUSTRIES
Founded in the year 1953 with the establishment of a
small unit manufacturing high quality ceramic products.

This first unit was named as Master ceramics.

The major milestone in this journey was the
establishment of Master sanitary ware in the year 1995.

In 2003, this group launched another venture with the
name Master Plastic Pack.

VISION STATEMENT
To serve maximum industrial requirements of
Pakistan, To offer product that are attractive.
We strive to create extra value for our customers
through in-depth studies of customers need.

MISSION STATEMENT
Master is committed to leadership in market
economy through competitive advantage in providing
the highest quality products and services to its
customers.

MASTER’S UNITS
MASTER SANITARY FITTINGS INDUSTRIES LTD.

MASTER PLASTIC PACK LTD.

MASTER TILES & CERAMIC INDUSTRIES LTD.

Z&J HYEGIENIC (BABY MASTER) PRODUCTS (PVT)
LTD.

MASTER BALLPOINT PEN INDUSTRIED (PVT) LTD.

OWNER’S OF MASTER GROUP OF
INDUSTRIES
Sheikh Jawed Iqbal

Sheikh Pervez Iqbal

Sheikh Nasir Iqbal

Sheikh Mehmood Iqbal

Sheikh Maqsood Iqbal

Sheikh Akbar Iqbal (MASTER Sanitary Ware)

Sheikh Asghar Iqbal

GOALS
 Building customers preference & market leadership

 Achieve quality excellence & serve customers with
quality products

 Maximizing profits

 Developing customers

 Optimum utilization of assets

MANAGERIAL FUNCTIONS
PLANNING PROCESS

 MASTER’S Management starts with planning and What
resources does MASTER have?

 Will putting four workers on a task that takes 14 hours cost
less than renting a machine that can do the same task with
one worker in 6 hours?

 Without a plan MASTER could never succeed.
Always look at all the probable scenarios. Figure out the
worst possible scenario and plan for that too.

ORGANIZING
 Now the organization has a plan, it has to make it
happen.

 Are the workers trained?
 Will it get here on the appropriate schedule?
 Do they have the equipment they need?

LEADING
 Now flip the "ON" switch. Tell people what they need
to do.

 They know which section is working well?
 Which piece and when?
 What to start?
 When to stop again?

CONTROLING:
Now that organization has everything moving, it has
to keep an eye on things.
Make sure everything is going according to the plan.
When it isn't going according to plan, they need to
step in and adjust the plan.

CONTINGENCY PLAN
That is why they developed a contingency plan in the
first place. The manager, have to be always aware of
what's going on so he can make the required
adjustments.

ORGANIZATIONAL STRUCTURE
CEO

Financial
Department

Production Accounts
Department Department

Marketing
Administration
Department

ORGANIZATIONAL CULTURE
 The organizational culture which we observed at
Master Sanitary meet the definition of the Strong
Culture.

 The size of the organization is large, old and turnover
ratio is very low.
 Goals and objectives are clear and organization is
people oriented.

DECISION MAKING:
 Decision making in the firm is highly centralized and the
owner is all in all.

 Only the Marketing Manager has some decision making
powers about deciding prices with the customers. Even he is
not fully free and has to consult the owner in major dealings.

 The owner is very strict decision maker and he sometimes
doesn’t care for the valuable suggestions of the specialized
staff as well and prefers his own thoughts.

 Every kind of Decision making is done by Owner.

ENVIRONMENT OF THE ORGANIZATION

 There are two types of environment in organization;

 Macro environment

 Micro environment

MACRO ENVIROMENT:

PEST ANALYSIS:

 POLITICAL ENVIRONMENT
 ECONOMIC ENVIRONMENT
 SOCIAL ENVIRONMENT
 TECHNOLOGICAL ENVIRONMENT

POLITICAL ENVIRONMENT

 The policy of MASTER’S is to strictly comply with all
laws and regulations relevant to their activities. They
participate in discussions on legislation and
regulations between national organizations,
government representatives, industry, the scientific
world and consumer associations.
 They oppose unjustified bans and any other
discriminatory measures. This applies also to
environmental issues.

ECONOMIC ENVIRONMENT
 MASTER respects the economy and is committed to
economically sound business practices throughout the
country, thus taking into account the need to walk
with economy.

 The MASTER is a national company so the economic
conditions obviously beat it, like increase in tax ratio,
increase price in raw materials, scarcity of sui gas,
electricity,etc.

SOCIAL ENVIRONMENT
 Master is taking measures for well being of country.
 Manufacturing products under hygienic environment
so that saving people from unhygienic products and
polluted environment.

TECHNOLOGICAL ENVIRONMENT

 MASTER has strong believed on innovations. They
think that no organization can survive in the market
until it is innovative.
 So for this purpose MASTER has its own innovation
means R&D department in the organization.

MICRO ENVIROMENT:
 SUPPLIERS

 CONSUMERS

 PRESSURE GROUPS

 COMPETITORS

SUPPLIERS
 The raw material used in production of sanitary fittings is plastic
grains, stainless steel, copper, gypsum and glaze.
 Their raw material is mostly procured within Pakistan.

CONSUMERS
Ultimate Consumers

PRESSURE GROUPS
 Master Sanitary is facing pressure from government due to their
import/export policies.
 Scarcity of utilities.
 Employees Union.

COMPETITORS:

 Shabbir Sanitary
 Style
 Super Asia
 Faisal Sanitary
 Sonex
 China Base Companies

KEY SUCESS FACTORS:

The key success factors of the MASTER are:

 Their quality products
 Average prices
 Stability in economy
 High research work
 Production is according to the customers needs.

Human Resource Management
 HRM/ HRD not working
 It is responsibility of admin manager to meet all
stakeholders
 They are involve in recruitment and selection process
 Dealing with vendors

Product Strategy
 Product Profile:
 Showers, Taps, Tubs, Commodes, Water Tanks, Water
Mixers, Wash Basins, etc.

 Products Series:
 Aqua Series
 Diamond Series
 Egyptian Series
 Ravi Series

 MASTER is following Product Positioning strategy.

Price Strategy
 MASTER is following Target pricing strategy and their
pricing differentiates according to product quality.
 Price differs from its product series and customer choice

PRODUCE WHOLESELLE
RETAILER CONSUMER
R R

Place Strategy
 MASTER is following Intensive Distribution
strategy.

Promotion Strategy
 MASTERS is using following promotion media:

 Print Media
 Electronic Media
 Billboards
 Public Places

Motivation
 No proper learning opportunities in MASTERS
Sanitory.
 Motivation level is low.

Communication Style
Communication style falls only between Upper and
Middle level management.

STRENGTH
 Strong market share.
 Finance department has enough funds to fulfil its
current financial liabilities and to make advance
payments for its raw material purchase.
 Strong market share.
 Good working environment is provided during the
working hours.
 Newly hired employees are trained.
 Latest introduced technologies

WEAKNESSES
 The marketing managers are not paid any commission
but are working on fixed salaries.
 There is large wastage of raw material due to
breakdown of electricity and gas.
 Employees are not well motivated.
 There is no incentive for the employees. The salary
package is fixed for all the members of organization.
 Decision making is totally centralized.
 Employees are not allowed to involve in innovative and
risky tasks.

OPPORTUNITIES
 Increase in demand.
 The department can increase its efficiency by hiring
right type of team with coordinated working.
 Geographical expansion.

THREATS
 Their employees are working on fixed salaries due to
which they may leave the organization in case they get
an attractive offer from their incoming competitors.
 Political instability.
 Rising inflation rate.
 Recession of banks.
 Economic instability in the country.
 Many competitors.

CONCLUSIONS
 Master Sanitary Limited is potentially a strong
organization.
 Bright prospects for higher growth.
 The management functions are not properly
implemented.
 There is too much interruption of the CEO in the
routine affairs of the managers.
 There is also lack of functional level strategies like
there is no proper HR department although they are
working in different business units.

RECOMMENDATIONS
 The organizational culture should be made stronger as
there is a lot of room for improvement.
 Employees should always be encouraged.
 The employees should have the freedom to share their
views with the management about improving the
performance of the organization.
 The managers must be given freedom to apply their
knowledge, skill and experience to improve the
organizational performance.
 The marketing workforce should be increased to
increase sales throughout the country.

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