internship report of pakistan accumulaters pvt. limited (volta&osaka batteries)

COMSATS Institute of InformationTechnology,

Sahiwal.

Pakistan Accumulators (Pvt) Limited

Volta House near Telephone Exchange derra Adda Multan

Supervised by:

Mazhar Javed (Lecturer)

Intern:

Muhammad Shoaib

MBA-FA-09,061

Date of Submission:

31-08-2010

COMSATS Institute of InformationTechnology, Sahiwal.

COMSATS Road, Off G.T. Road, Sahiwal.


EXECUTIVE SUMMERY

Pakistan Accumulators (Pvt) Limited (PAL) has more than 18 years experience in

the battery industry. PAL is an ISO 9001 & ISO 14001 certified company that

concentrates in various types of batteries, UPS and battery related products with

the brand name of "VOLTA "&" OSAKA".

The primary purpose of this study is to fulfillment of the requirements for the

degree of MBA .For this connection each student of this particular course is

required to undertake training in a relevant organization selected by them, for a

period of 6-8 weeks

Pakistan Accumulators (Pvt.) Ltd. aims at continuous improvement through skills

and modernization of its products to the entire satisfaction of its customer’s

requirements and expectations. The production capacity of this industry is

approximately 2.70 lakhs per month.

Pal has an excellent goodwill in the market and in stock exchange.

A market share of 58%-60% proves to be a demanding strength of the pakistan

accumulators (pvt) limited

There are 150 battery dealers in multan region, which is a good strength of the company

COMSATS INSTITUTE OF INFORMATION TECHNOLOGY SAHIWAL

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Table of Contents

Executive Summery.........................................................................................................2

Pakistan Accumulators (Pvt) Limited............................................................................5

1- Introduction..................................................................................................................5

3- Vision statement..........................................................................................................8

4- Core values..................................................................................................................9

5- Tag Line........................................................................................................................9

6- Goals.............................................................................................................................9

6.1- Goals..................................................................................................................................9

7- Organizational structure...........................................................................................11

of Pakistan accumulator pvt. Limited..........................................................................11

8- Organizational Structure Of Multan Region............................................................12

9- Hierarchy of Multan region......................................................................................13

10- Swot Analysis..........................................................................................................14

10.1- Strength.........................................................................................................................14

10.2- Weaknesses.................................................................................................................15

10.3- Opportunities................................................................................................................16

10.4- Threats..........................................................................................................................16

11- Marketing Strategy..................................................................................................18

11.1- MARKETING MIX........................................................................................................18

Pakistan Accumulators Pvt. Ltd. Products.................................................................18

11.1.1- MF Batteries..........................................................................................................18

11.1.2- Local products.......................................................................................................18

11.1.3- Export Products.....................................................................................................18


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11.2- Price...............................................................................................................................19

11.3- Place..............................................................................................................................19

11.4- Promotion......................................................................................................................20

12- COMPETITIVE STRATEGY..........................................................................................23

13- Business Process Analysis............................................................................................26

14- Learning from Internship Duration........................................................................29

14.1- Accomplishments:........................................................................................................30

14.2- New Knowledge Acquired...........................................................................................30

14.3- Problems Encountered................................................................................................30

14.4- How Experience Impacts Your Career......................................................................31

14.5- Competitor activities....................................................................................................31

References......................................................................................................................32


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Chapter 1:

INTRODUCTION OF PAKISTAN ACCUMULATORS (PVT) LIMITED


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1.1- INTRODUCTION

Pakistan Accumulators (Pvt) Limited (PAL) has more than 18 years experience in

the battery industry. PAL is an ISO 9001 & ISO 14001 certified company that

concentrates in various types of batteries, UPS and battery related products with

the brand name of "VOLTA "&" OSAKA". Initially it was manufactured under

Technical support of Chloride Industrial Batteries Limited, a subsidiary of Hawker

Batteries UK. Hawker Batteries is a world leader in battery manufacturing having

numerous factories all over the world.

Our products are sold worldwide for a broad range of electronic and industrial

applications, where cost effective battery power is required. Major export

countries are India, Bangladesh, Afghanistan, Saudi Arabia, Lebanon, Kuwait,

Singapore, Dubai, Sudan, Madagascar, Nepal, Mauritius, Jordan and other West

African Countries. Our access is global because of our potential to produce

customized products for export to valuable customers in foreign countries. Today

PAL s brand have established a reputation for high performance in power and

durability in domestic as well as international market.

Our product range includes 12 volts JIS (Japan International Standard) batteries

ranging from 32 AH to 200AH and DIN (European Standard) batteries from 44AH

to 92 AH.

It is the largest battery-manufacturing unit in Pakistan with more than 700

employees. We have Head Office in Islamabad and Regional Offices across the

country to fulfill the genuine needs of ultimate customers.

We are constantly developing new products to keep pace with industry’s rapidly

changing needs. The continuous improvement of our engineering processes

allows us to develop products with better value and performance. The capability


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to provide our customers with reliable and economical products is the

cornerstone of our business.

Pakistan Accumulators (Pvt) Limited (PAL) takes pride in introducing new and

improved range of products and product applications. Our Factory is situated on

6-Acre land in industrial Estate Hatter District Haripur (N.W.F.P). It was

established in 1993 with the prime object of producing quality batteries with the

help of latest manufacturing techniques available in the international battery

market.

Our technical department is staffed by well trained and qualified professionals,

who are available for technical advice and troubleshooting all the times. Helping

you select the right battery for your particular application is of great concern to

us. Our plan and machinery has been imported from world renowned companies

i.e Wirtz-USA, Sovema Italy, Jungfer Austria, Mac USA Accurate Product

Denmark, Jih Hsing Taiwan, Kawaguchi Japan, Bitrode USA, AGA Sweden,

Digatron Germany, Beardsley & Piper USA, Chentech Taiwan and Zamil Steal

Saudi Arabia.

We feel pleasure to introduce ourselves as the leading manufacturer & exporter

of Automotive and UPS Batteries in Pakistan.

Due to our superior quality, competitive prices & minimum delivery period we are

able to cater markets of different countries like Afghanistan, Nepal, Sri Lanka,

Mauritius, Madagascar, Sudan, Lebanon, Jordan, Kuwait, Dubai, Saudi Arabia,

India, Iraq & Libya.

We are awarded three times Export Merit Trophy by the Federation of Pakistan

Chambers of Commerce & Industry (FPCCI) for the year 2004-05 (Exports value

$3.20 Million US Dollars) 2005-06 (Exports value $4.20 Million US Dollars) &


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2006-07 (Exports value $5.40 Million US Dollars). In the year 2007-08 exports

worth $ 9.35 Million US Dollars.

Pakistan Accumulators Pvt Ltd (PAL) is the leading manufacturer and exporter in

Pakistan for Automotive and Inverter Dry Charged Batteries. PAL established

since 1989 (in Islamabad) and the factory was setup in 1993 (Hattar, NWFP). We

have 08 regional offices throughout the country and staff of around 600

employees. PAL is engaged in the manufacturing of batteries under JIS

standards ranging from 34AH to 200AH and DIN standards ranges from 44AH to

92AH.

We are quality conscious and provide best performance batteries; we know if our

product satisfies you, we will receive repeat orders & more business from your

side. It is due this policy we are receiving repeat orders from our International

Buyers.

PAL has the most sophisticated laboratory equipped with the latest instruments

and devices to test raw materials and the manufacturing process at each stage

up to the finished form to ensure high quality.

We like to extend our business relations with you & will highly appreciate to have

business opportunity to fulfill your requirement satisfactorily.

We shall be glad to respond to your inquiry & assure you of our fullest support

and best attention.


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1.2- VISION STATEMENT

“To be largest manufacture of quality products with advanced technology to

ensure adequate return to stake holder”


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1.3- CORE VALUES

Integrity

Honesty

Commitment

Determination

Accountability

Environment friendly

1.4- TAG LINE

“CUSTOMERS TRUST IS OUR FAITH”

1.5- GOALS

“Establish dealer’s network all over Pakistan to ensure the availability of

their products”.

“To completely satisfy the customers”

“Ensure customer satisfaction by providing quality products at competitive

prices with the warranty coverage and ensuring after sale service.”

“Constantly endeavor to be market leader in terms of market share and

technology pace-setters in area of operations and to continuously improve

efficiency and competitive strength”.

“By continuously improving performance, aim to generate earnings

sufficient to ensure a secure future for the company and to produce

and increase market share”.

“To enhance creativity and job satisfaction, provide employees

opportunity for personal development”


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CHAPTER NO. 2

BUSINESS OPREATION


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2.1- ORGANIZATIONAL STRUCTURE

OF PAKISTAN ACCUMULATOR PVT. LIMITED


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Claim Officer Manager Accounts

RSM

DRMAssistant Manager Accounts

Accounts Executive

ASM

Chief Executive officer

General Manager Factory

Chief Finance Officer

General Manager

Sales &marketing

Audit Manager

Audit OfficerDGM Sales &marketing

DGMFDGM Claim

GM HR

Manager

HR

Accounts

Officer

ASI


2.2- ORGANIZATIONAL STRUCTURE OF MULTAN REGION


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Claim Officer RSM

DRM

Accounts Executive

ASM

Claim

Departments

Sales & marketing

Departments

Accounts

Departments


2.3- HIERARCHY OF MULTAN REGION


RSM

DRM

ASM

ACCOUNT EXECTIVE

CLAIM EXECUTIVE

OFFICE BOY

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2.4- SWOT ANALYSIS

The swot analysis consists of analyzing the organizational strength and

weaknesses, and its opportunities and threats which are related to external

environment. It helps to identify a strategic niche that the organization might

exploit. Here is a swot analysis of Pakistan Accumulators (pvt) limited

2.4.1- Strength

Pakistan accumulators (pvt) limited is strong organization as for as its competitor

is concerned. Basically the activities the firm does well or the resources it has or

it controls are referred to as its strength.

Following are the strengths of pal

2.4.1.1- G o o d W i l l / W e l l E s t a b l i s h e d I m a g e

Pal has an excellent goodwill in the market and in stock exchange. It image is very positive as compared to its competitors. It gave the maximum value to their customers.

2.4.1. 2 - M a r k e t S h a r e

A market share of 58%-60% proves to be a demanding strength of the Pakistan

accumulators (pvt) limited. This high market share shows its better performance

and also shows the PLC in growth stage.

2.4.1. 3 - D e l i v e r y t h r o u g h D e a l e r s

Pal has strength over their competitors. It delivers batteries through dealers. The

dealers should increase its sale using many ways although these are positive or

negative for attaining their targets.

2.4.1. 5 - A f t e r S a l e S e r v i c e s

A good package of after sales service by Pakistan accumulators (pvt) limited is

another strength on its competitor and provide the customer satisfaction. And

also the company introduce after sale service department that is a good step of

company.


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2.4.1. 6 - A v a i l a b i l i t y o f P r o d u c t s

Pakistan accumulators (pvt) limited products are readily available all over

Pakistan that is another strength. In season only the Volta / Osaka products are

available in the market and they capture many customers of its competitor.

2.4.1. 7 - N e t w o r k o f D e a l e r s

There are 150 battery dealers in Multan region, which is a good strength of the

company and due to the good performance of our dealers we become able to sell

8000 batteries per month in Multan region.

2.4.1. 8 - D i v e r s i f i c a t i o n

Pakistan accumulators (pvt) limited has diversified its business by producing

generators, ups and batteries and now working on the automobiles business as

well.

2.4.2- Weaknesses

Weakness are the activities the firm does not do well or the resources it does not

fully utilized or the resources it needs but does not have. Though pakistan

accumulators (pvt) limited in a successful organization but it has following

weaknesses.

2 . 4 . 2 . 1 - J o b S t a t i c n e s s

There is lack of job rotation in pal which has created the staticness and reduces

the productivity and efficiency of the employees. But the other companies give

job staticness to their employee like AGS and EXIDE are two major competitors

in Pakistan give job security to their employees.

2 . 4 . 2 . 2 - L o n g C l a i m P e r i o d

As compare to its competitors c l a i m time period of batteries delivery is long.

They take only short period of claim but Pakistan accumulators take long claim

period that is negative attitude towards attracting customers.


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2 . 4 . 2 . 3 - N o n S p e c i a l i z e d P e o p l e a t F r o n t D e s k s

The marketing department has good workers but they are not good at public

dealing and less interaction with the customers. The management is also not

specialized in its work they take a long period for decision making but in current

situation it is not suitable for success of business.

2.4.3- Opportunities

Opportunities are positive external environmental factors. They have following

opportunities for Pakistan accumulators (pvt) limited. Due to changing needs of

country, pal has the opportunity to make power machine and diversifying its

business.

2.4.3. 1 - E - c o m m e r c e

Pal can established b2b e-commerce application with its dealers. This will help

them to make true “management information system” If the crop yield is high and

the farmers are going to get good price for it so this wills increase the demand of

the batteries.

2.4.4- Threats

Threats are negative external environmental factors. The external factors, which

can be prove negative for Pakistan accumulators (pvt) limited are as following:

2.4.4. 1 - P o l i t i c a l i n s t a b i l i t y

The major threat which is faced by pal is the instable political environment. A

policy being carried out by one government is changed by next coming up

government. Every government shows biasness and make policies by

considering their favorites.

2.4.4. 2 - S t r o n g l o c a l c o m p e t i t i o n

Pal has faced a very strong competition not only in batteries but in agriculture

implements as well. In batteries the major competitor is Exide, ags, phoenix,

millet batteries limited.


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2.5- MARKETING STRATEGY

2.5.1- MARKETING MIX

2.5.1.1- MF Batteries

Pakistan Accumulators (Pvt) Limited (PAL) proudly presents maintenance free

batteries for our clients. Based on international standards these batteries have no

hassle of charging or water. Our professionals are well trained and qualified for

technical advice and troubleshooting at any time.

2.5.1.2- Local products

The Pakistan Accumulators Pvt. Limited produces 12 volt batteries in different

size and plates. Local products contain so many types which should be used in

different vehicles and our product range includes 12 volts JIS (Japan

International Standard) batteries ranging from 32 AH to 200AH and DIN

(European Standard) batteries from 44AH to 92 AH.and also produce ups, MF

batteries. The size of plates includes 9 to 31 plates so it is the huge

manufacturing company.

2.5.1.3- Export Products

The Pakistan Accumulators Pvt. Limited also exports its product. Our products

are sold worldwide for a broad range of electronic and industrial applications,

where cost effective battery power is required. Major export countries are India,

Bangladesh, Afghanistan, Saudi Arabia, Lebanon, Kuwait, Singapore, Dubai,

Sudan, Madagascar, Nepal, Mauritius, Jordan and other West African Countries.


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2.5.2- Price

The term pricing refers to:

“The key to pricing is to Build value into the product and price it

accordingly.”

Pakistan Accumulators (Pvt) Limited has to face the ever-increasing competition

in the battery industry. As the number of competitors are increasing day by day

but still Pakistan Accumulators (Pvt) Limited enjoys a reasonable market share

with the facts of providing excellent services amongst the competitors.

PAL provides different products and services to its customers, which have been

discussed in previous section. Pricing of product is set through cost and profit

2.5.3- Place

Pricing refers to the following methodologies taken by an organization:

“Various activities the company undertakes to make the product accessible

and available to the target customers”

Also,

“Its can be viewed as set of interdependent organization involved in the

process of making a product or service available for use or consumption”

Place refers to the means by which our customer acquires your product. This

includes the actual place it is purchased (the shop, the telephone, the web page,

the warehouse) as well as the actual route of distribution. Simply place refers

how you will sell your product to your customers.

The objective of Pakistan Accumulators Pvt. Ltd. has always been to expand its

regional offices network to meet clients’ needs.

Company is well positioned and geographically poised, to cater for increased

business demands, from its existing potential customers Pakistan Accumulators


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(Pvt) Limited has 08 Regional Offices, spread all over Pakistan covering major

business centers and principle cities.

Head Office of Pakistan Accumulators (Pvt) Limited is located in Islamabad

Volta House, House # 2, Street # 63, Sector F-8/4, Islamabad, Pakistan.

2.5.4- Promotion

Promotion is a term that refers to the following statement:

“Steps taken by the company to enhance its sales by focusing the target

markets”

Thus we can say that promotion can be categorized into different categories

based on the above mentioned marketing perspective definition of promotion. So

advertisement, sales force, billboards etc are major sources through which the

promotion scheme can be implemented.

This is an age of competition. Numerous organizations are providing batteries to

the customer. These days every one is facing pressure of competitors. In this

world of growing competition, the only way to survive and grow, for an

organization, in the market place is the proper marketing and promotion of its

products. Same is the case with Battery Industry. There is large number of

foreign and local industries working in the country and it has been noticed that

they are emphasizing much on their marketing strategies. In this scenario, the

key for a Pakistan Accumulators (Pvt) Limited to succeed and attract its

customers is adequate promotion of its products &services.

Sales Promotion

Advertisement

Direct Marketing

Public Relations

The most prominent and important way to attract a large number of customers is

the advertisement of company and its products/services. Pakistan Accumulators


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(Pvt) Limited has adopted different approaches for the accomplishment of this

purpose. For example, formation of Maintenance Free Battery is a major step

taken by PAL. It not only provides a source of recreation to the people but it

serves as a major source of marketing for the Organization.

However, one drawback or shortcoming is that, Pakistan Accumulators (Pvt)

Limited has formalized a lot of Battery Types for its customers, even more than

other other competitor, but any advertisement on electronic media has not been

seen.

Along with the advertisement, the company is providing personal services to its

clients with maximum security as other competitor provide. PAL also encourages

the public relation policy of marketing.

Some brochures and promotional material has been printed but it is distributed

mainly through the Dealers who visit the Regional Office for their day-to-day

business or through the customers who come to get information about new

schemes launched by the company.


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2.6- COMPETITIVE STRATEGY

Pakistan Accumulators (Pvt) Limited offer to the consumers both in terms of

quality and price according to competition. They are different as compare to their

competitors by using a different competitive strategy. It can be described in a few

steps as following

Pakistan Accumulators (Pvt) Limited have its own growing and processing

facilities. Pakistan Accumulators (Pvt) limited also produces the brands of

Volta /Osaka from its production department.

Pakistan Accumulators (Pvt) Limited tried to adopt innovative policy, for

last few years the Company introduces Maintenance Free Battery with the

tag line “CUSTOMERS TRUST IS OUR FAITH”

Pakistan Accumulators (Pvt) Limited management never compromise on

the quality. Even if the company got any complaint, then immediately

replace it. For the testing of product’s quality the lab has been introduced.

Lab of Quality Control Department includes:

Main Lab

All tests of incoming products are carried out in this lab e.g. Moisture analysis,

viscosity, determination. Particle size, boiler waters test, condensed oil checking

of canned & R&D procedure.

Line Control Lab

Temperatures, Acidity of the products are tested in this lab. This is the main lab

of Pakistan Accumulators pvt. Limited. If this lab not working properly than the

whole organization will suffer.


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2.6.1- Market Share

Pakistan Accumulators (Pvt) Limited has the following market shares as compare to its competitors.

Pakistan Accumulators (Pvt) Limited 30%

Exide 40%

AGS 20%

Others 10%


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2.7- Business Process Analysis

Business process analysis is the current practices, techniques, methods and the

skills which are used by an organization in order to process their business.

Pakistan Accumulators (Pvt) Limited also used a proper and comprehensive way

in order to fulfill the needs and wants of its customers.

Business process analysis shows the co-ordination between all the departments

of the organization, and also shows how the business is carried out.

The business process analysis of Pakistan Accumulators (Pvt) Limited is as

fallows:

2.7.1- Planning & Store Department (Planning)

Planning & Store Department has following function. On the basis of these

function we should analyze it.

Planning of productions in co-ordination with AMP.

To carry out all product dispatches.

To prepare activity reports on daily basis incorporating the production

figures, dispatches, new arrivals, stock status and technical issues.

Analysis

First of all planning is made to conduct business. This planning was made for

one year, in terms of sale. Then, this plan was divided into one month

production and then further divided into one day production. The planning

department prepares activity reports, on daily basis incorporating the

production figures.

Recommendations

Planning & Store Department should told about their planning program to the

Production Department. I have analyzed there is lack of co-ordination

between these departments. Planning Department told about their program

on the spot. Sometimes workers or supervisors were not present.


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2.7.2- Production Department (Production Process)

The production department has following function. On the basis of these function

we should analyze it.

To meet the production targets as given by planning & store

department.

To ensure smooth and efficient production runs through correct

operations and managing the manpower.

Prepare Daily Production Report, mentioning the previous day

production runs figure.

Highlighting the main causes of production interruptions and

general observation which are critical guidelines for Sales and

Marketing Department

Analysis

The production was made according to the plan made by the planning and

store department.

The production department prepares the Production Consumption Statement

and also verifies IRN (Internal Return Note) and SR (Store Requisition)

through cross checking with Production Consumption Statement.

Recommendations

Production department should inform the Supervisor about the weekly

production program. Then supervisor should tell the workers about this

program. I have analyzed that supervisor told the workers about the

production program on the spot. It can affect the production process and also

employee’s efficiency. For example, if raw material were not available then

production can not start but, if supervisor was informed some day ago the

supervisor can make all the necessary arrangement for the production

process.


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2.7.3- Quality Control Department (Quality Verification)

After production the products are verified or tested in the Quality Control

Department. This department verifies the Product’s quality according ISO

9001.

2.7.4- Packing and Storing (Finished Goods Store)

Activities

After the production and quality verification, the goods are packed in the

different cartons as per requirements. These are stored in the finished goods

store.

Recommendations

In the finished goods store the company should store the products types wise.

Due to types the loaders can easily load the products in the vehicles. It can

save the worker’s time and normal or abnormal loss of goods.

2.7.5- Dispatches and Payments

According to the receiving order the products are sent to different Regional

offices. A statement issued from planning and store department to finished good

store for the issuance of order. Then the goods are loaded in the vehicles.


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CHAPTER 3:

LEARNING FROM INTERNSHIP DURATION


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3.1- Accomplishments:

During my internship I have:

Completely understand the task what the other want

Working for the Completion of the assignment

Submitted report to the concerned person

Complete all the assignments

Completely understand the working of every department

I personally met managers and have discussion with them

Duties

As a student intern many kinds of tasks were given to me during my internship

period. I started perform my duties on the

3.2- New Knowledge Acquired

I feel that there are differences in the theoretical concepts and practical working.

The business operations were totally different in the organization. I have also

noticed that theory which we studied in our first two semesters, also lie in the

organization.

3.3- Problems Encountered

The problems which I have faced during my internship are as following:

No proper internship plan

In regional office Multan region there is no internship plane or proper guide line

for internship so I face so many problems during my internship duration.

Lack Of Management

In regional office Multan region there is lack of management and no proper

attendance and no regulararity in work so it is the most serious issue.

Short time visit of some departments

In Multan region only three departments so I can’t visit the all departments and

some departments are confidential.


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Lack Of Availability Of Record

In this organization the software are under construction and manual records are

unavailable so I face many problem during the preparing of report

3.4- How Experience Impacts Your Career

This internship is not only helpful for making this report but this education gives a

general knowledge about business, decision and policies. In this way I personally

feel that your mind start thinking innovatively, broadly and dynamically. Facing

challenges of day to day life is not a difficult task to handle for individuals.

Really, it was a nice opportunity to have a close comparison of theoretical

concept in practical field. I tried my level best to understand the working

procedure of the Pakistan Accumulator Pvt limited. All the efforts are summarized

in my weekly as we well in this internship report


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REFERENCES

Factory

1, Plot # 20, 21, 22 Phases III, Industrial Estate, Hattar, Distt Haripur N.W.F.P,

Pakistan

2. http://www.batterycouncil.org/LeadAcidBatteries/HowaBatteryisMade/tabid/107/

Default.aspx

3, Head Office

Volta House, House # 2, Street # 63, Sector F-8/4, Islamabad, Pakistan.

4. http://www.volta.com.pk/product.php?hdnTypeID=1

HRM Department

Talk with AM HR, and different People during internship

http://www.ibwc.state.gov/Organization/Administration/Acquisitions.html

http://www.ibwc.state.gov/Organization/Administration/budget.html


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internship report of pakistan accumulaters pvt. limited (volta&osaka batteries)

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