ORIENT ENERGY SYSTEM

SALES MANAGEMENT FINAL REPORT

SUBMITTED BY:
MEERWAIS KHAN
OSAMA RIAZ
UMER BIN MAZHAR
SAHIL LUHANA
Table of contents
1. Title page…
2. Acknowledgement…
3. Introduction…
4. Core businesses and statements…
5. Current market..
6. Departmentalization…
7. Personnel strength…
8. Goals and Mbos.
9. Communication Flow..
10.Organizational structure…
11.Performance appraisals.
12.Monetary rewards…
13.Mis policies.
14.Audits…
15.Conclusions.

ACKNOWLEDGEMENT

We would like to express our special gratitude to our mentor and instructor Kashif
Rasool, for his valuable guidance in Sales management and organizational
behavior practices owing to his immense expertise and related experience in the
practical field. We would also like to extend our thanks and appreciation
towards the management of Orient Energy Systems (Pvt) Ltd and Zafar
Iqbal (Director Sales); without their help we would have not been able to
compile this report:
INTRODUCTION:
Orient Energy Systems is one of the Pakistan’s leading energy solution providers.
Orient Energy Systems was formed by a group of highly experienced and
ambitious engineers of the industry in 1996.In 1998, the company was
approached by Jenbacher Energy officials who were in search for a
competent organization to serve as their sole distribution agent in
Pakistan. After careful evaluation, Jenbacher Energy, Austria selected
orient energy systems to deal with this great responsibility exclusively
and dedicatedly for the sale of gas Engine across Pakistan.
2005 was a very special year when Jenbacher Energy, manufacturer of worlds most
advanced gas engines became part of GENERAL ELECTRIC and since then the
conglomerate is called GE Jenbacher. These gas engines having output range from
300k W t o 3 0 0 0 kW a t 1 5 0 0 r p m a r e g e n e r a l l y r a t e d a s Real gas
engines running on natural gas pipeline & due to their unique capability
to burn variety of gases from very lean wood gas to highly rich LPG to
heavy flare gas with remarkably high efficiency to produce most
viable power both in simple and co-generation modes of
application.Th e c o mp a n y h a s b e e n o f f e r i n g s p e c i a l i z e d ma i n t e n a n c e
a n d o v e r h a u l s e r v i c e s a l o n g wi t h t yp i c a l a n d s o p h i s t i c a t e d r e p a i r s
k i l l s t o r e f u r b i s h i n d u s t r i a l c l a s s r e c i p r o c a t i n g i n te r n a l combustion
engines. Orient Energy Systems offers to maintain the generator sets
during the operating life of the asset, which includes routine maintenance
contracts, blanket maintenance
c o n t r a c t s , t o t a l pl a n t ma n a g e me n t ( O& M ) c o n t r a c t s a n d o v e r h a u l
s e r v i c e wi t h c o mp l e t e monitoring through their factory trained technical
managers and highly skilled service engineers.
T h e c o mp a n y e mp l o ys mo r e t h a n 1 0 0 0 q u a l i f i e d & s k i l l e d e mp l o y
e e s i n c l u d i n g g r a d u a t e engineers, marine / associate engineers and
experienced generator set operators etc., rendering their services and are
ready to back up customers 24/7.
Orient Energy Systems also maintains a sizeable inventory
o f p a r t s t o m e e t a l l s o r t s o f requirements. These inventory stocks
have been closely monitored and maintained through
ana u t o m a t e d s y s t e m t h r o u g h w h i c h p a r t s s p e c i a l i s t s c a n p r e
c i s e l y f o r e c a s t s h o r t a g e s / requirements / disbursements of parts
to different projects. The head office of the company is located in the prime
vicinity of Korangi Industrial Area, Karachi, whereas branch offices are
situated in Lahore, Islamabad, Multan and Faisalabad. The company also has a
presence in Dubai, U.A.E. as well as Dhaka, Bangladesh.

PRIMARY BUSINESS

As the best dealer of GE Jenbacher gas generator sets in wo

r l d f o r t h e p a s t t h r e e y e a r s consecutively, Orient Energy Systems is
engaged in pre-sales, sales, after-sales and complete consultancy services during
and after the sales and specially after the successful commissioning of the
generator sets with its auxiliaries. Orient is involved in turnkey solution provider
related to power generation. Since its inception in 1996 the company has more than
65% of the market share.
MISSION STATEMENT:
“At Orient we are striving to continue providing value to the customers
by providing them the most reliable energy systems solutions, material
handling, utilities and engineering solutions by
means of superior technology, dedicated services and take
c a r e o f o u r e m p l o y e e s a n d stakeholders”.

VISION STATEMENT:
Provide economical and reliable energy solution to the industry by
utilizing proven and latest concepts in engineering and technology
through most advanced piece of equipment of novel design duly backed up
by knowledge and experienced professional engineers and technicians.

PRIMARY BUSINESS:
As the best dealer of GE Jenbacher gas generator sets in wo
r l d f o r t h e p a s t t h r e e y e a r s consecutively, Orient Energy Systems is
engaged in pre-sales, sales, after-sales and complete consultancy services
during and after the sales and specially after the successful commissioning of the
generator sets with its auxiliaries. Orient is involved in turnkey solution provider
related to power generation. Since its inception in 1996 the company has more than
65% of the market share.

CURRENT MARKET:
In the present market scenario, OES competes with the following competitors in its
business of gas generator sets.
COMPANY DEALERSHIP
*Allied engineering and
Service ltd. Caterpillar, USA
*Masco Energy Waukesha, USA
*Cummins Pakistan Cummins, USA
*Siemens Pakistan Personally owned
*Powertec Guascor, Spain
*Deutz Deutz, Germany

DIESEL GENERATORS SETS:

Orient Energy Systems also deals in Diesel generator sets manufactured
in UK and USA and assembled in Italy and Mexico. In the present market
scenario, OES competes with the following competitors in its business of Diesel
generator sets.
COMPANY DEALERSHIP
*Allied engineering and Caterpillar, USA
Services ltd
*S M Jaffer F G Wilson
*Cummins Pakistan Cummins, UK
*Siemens Pakistan Personally owned
*Powertec John Deree, France
*Greaves Pakistan SDMO, France
CHILLERS:
OES deals in chillers that are manufactured in china.

MACHINES:
Orient Energy Systems also deals in earth moving and mate
r i a l h a n d l i n g e q u i p m e n t ’ s manufactured in China.

COMPRESSOR:
OES also deals in compressor business manufactured in china.
 Diesel Generators

0.25

0.55

0.3

Orient Caterpillar Others

Absorbtion

0.4

0.6

Orient Others
DEPARTMENTLIZATION:
The organization has been divided into departments based on business areas.
 Gas Generation sales
 Diesel generator sales
 Chiller sales
 Compressors sales
 Machinery sales
 Large Power project sales
 Parts sales
 Product support services
 O and M sales and services
 Engineering / Tactical

TOTAL PERSONAL STRENGHTS:

Sales 80+
Engineering 33
Product support service 121
Operations and maintenance 525
Parts 23
Finance, HR and administration 77
Sales administration 13
Rental 275
TOTAL 1147+

STRATEGIC GOALS
Attain better grip on power industry by adding more and more values to
customers and intruding new products related to power sector.
To increase the overall market share every year and try to maintain quality and
services.
Diversify business.
Having satisfied employees to get the continuous growth.
TACTICAL GOALS
Keeping in view the market, Business Buyer Behavior, Brand SWOT, objectives
for year 2008-2009 is as under:
To increase the market Share from 65 % to 70 % in Pakistan and overall share of
Orient Energy Systems in all over the world from 13% to 15%.
Penetration in new segments like High Rise Building projects, Bio gas projects,
Entertainment, IPP project like IIL etc. and recreation center.
To curtail, administrative overheads by 5 % in order to get the maximum profit to
spend on the employees, tools and on the support of customers.
Work for expertise in turnkey and Heat recovery projects to improve image and
vision of company.

MBO (MANAGEMENT BY OBJECTIVES)

The goals and objectives are developed by the manager and employees
collaboration and the manager gets feedback and guides and supports the employee
in reaching his/her goals with the organization goals in mind. MBO lets Orient
measure the performance of each department vision and the performance of
the individuals in the department. Departmental heads and managers monitor the
goals and objectives and rely on feedback to control deviations.

COMMUNICATION FLOW:
In OES communication flows both vertically and horizontally.

*VERTICAL COMMUNICATION:
V e r t i c a l C o mmu n i c a t i o n c o n s i s t s o f d o wn wa r d a n d u p wa r d c o m m
u n i c a t i o n s . Or i e n t ’s d o w n w a r d c o m m u n i c a t i o n t a k e s p l a c e f o r
j o b i n s t r u c t i o n s r e l a t e d t o a s p e c i f i c t a s k , explaining
relationship between two or more tasks, explaining procedures and
practices of the organization, feedback on individuals and is also used to
encourage a sense of mission and dedication of the organization. Orient’s
upward communication takes place to inform about progress on current work,
whens e r i o u s p r o b l e m s a r i s e a n d h e l p i s r e q u i r e d a n d f o r p r o
v i d i n g i n f o r m a t i o n o n n e w developments in the banking sector

*HORIZONTAL COMMUNICATION:
1. Friendly
2. Information sharing
3. Communication freely
4. Difficulties and problems of subordinates
5. Responsibility of organizational goals
6. Team work approach

ORGANIZATIONAL STRUCTURE:
MONETARY REWARDS FOR EFFECTIVENESS AND
EFFICIENCY

Since OES uses an MBO structure of management, employe

e s w h o a c h i e v e t h e i r g o a l s effectively and efficiently, their performance
is acknowledged through various monetary rewards and other benefits to
maintain goal commitment. Without rewards, employees would
never wo r k e x c e p t i o n a l l y we l l t o r e a c h t h e i r d e s i r e d l e v e l s . Th e s e
r e w a r d s p l a y a l a r g e p a r t i n motivating and constantly reminding them that
effective and efficient work is rewarded. Bonus payable to Diesel Engine Sales
Engineers / Executives Generator set KVA Bonus Required Gross Profit.

TRAINNING:
Training is given to employees to enhance their skills and to help them in
promotion and growth. The employees are sent to foreign training to Austria or to
attend courses locally to enhance or build new shills. The training plays as a sign
of promotion and growth and helps in motivating the employee. Appropriate
training to create awareness about the discipline is how much it is valued by the
management, how it is to be observed and what the company as well as the
individual will gain if he observes the norms of discipline, is a rare phenomenon.
Without such training the employees will hardly be tempted to observe the norms
of discipline.

PROMOTION:
The promotion is from within the organization because of this factor
other employees are always motivated to out-perform themselves. This incentive
at Orient plays a crucial role in keeping the employee motivated.

TYPES OF PROMOTION:
The organization as per the recommendation of concerned department
and the HR department consider the following modes of promotion.
1. VERTICAL PROMOTION: Promotion is made into a higher scale or
grade with a raise in total perks and emoluments, authority and
 increased opportunities. Promotion made from lower level
management to middle level or higher level management.
2. HORIZONTAL PROMOTION: P r o mo t i o n i s ma d e wi t h i n t h e s a me
c a t e g o r y, wi t h i n s a me d e p a r t me n t o r t o s o me o t h e r without a
higher scale with only a raise in emoluments.
3. DRY PROMOTION:
P r o mo t i o n ma d e w i t h o u t a n y r a i s e i n t o t a l e mo l u me n t d u e t o
s o me f i n a n c i a l o r o t h e r reasons

PERFORMANCE APPRAISAL
ORIENT Energy Systems is using 360 degree feedback process as a performance
appraisal for managers that include evaluations from a wide range of people who
interact with the managers. The process includes self-evaluations as well as
evaluations from the manger’s boss, sub ordinates, peers and customers.
Job Enlargement
Orient Energy Systems has strong belief on adding challenges or new
responsibilities to an employee’s current job.
MENTOR
Orient Energy Systems has strong belief on mentoring due to its highly
experienced top management which guides the middle management in the
direction that helps them to develop.
Succession Planning
Orient Energy Systems has strong belief on succession planning and its managers
have clear view or tracking on the potential employees capable of filling higher
level managerial positions.
LEADERSHIP BEHAVIOR AND STYLE
The top management uses participative style of leadership. The style of
management changes to supportive leadership style at the middle and lower
management. Sometimes participative style of leadership can be seen at the lower
level but seldom.
MONETARY REWARDS:
If goals are met effectively and efficiently a high increment is give an increment of
15% on basic salary is normal every year and when performance is high measured
by goals and objectives the employee gets a higher increment. Higher increment
always keeps the employee on his/her feet.

MIS POLICY:
Company has a define MIS policy for following:

•Antivirus Policy
•Data storage on File Server Policy
•Desktop Laptop Entitlement and Replacement Policy
•Laptop Policy
•Desktop Policy:
•Desktop Laptop License Application Policy
•Domain Email ID Creation and Deletion Policy
•End-User Password Guideline Policy
•Internet & Messenger Policy
•MIS Clearance Policy
•Official Email Usage and Data Retention Policy
•USB & Data Carrying Devices Policy
•Wireless LAN Connectivity Policy

BUDGET
The budget is set for over all year and actual progress is compared with the budget
and variationsare analyzed. The budget plays a vital role in understanding the
variations. At the start of eachyear every department head prepares a budget of the
amount of funds he/she needs for achievingthe objectives and goals.

INTERNAL AUDIT
The internal audit department plays a key role in controlling because it
closely monitors the p e r f o r ma n c e o f t h e c o mp a n y a nd a l s o e v a l u a t e s
t h a t t h e c o mp a n y i s f o l l o wi n g r u l e s a n d regulations as per management
advice and also as per foreign principle GE Energy. The internalaudit department
helps to follow laws and maintain integrity among the rules and
regulationsspecified by GE Energy and Top management.

EXTERNAL AUDIT
There is yearly audit and a professional firm of Chartered Accountants does it and
it verifies theworking and reports directly to Top Management.

Internal Reports

Internal reports are generated on quarterly, monthly and weekly basis.

These reports
aremo n i t o r e d s t r o n g l y b y t h e h e a d o f t h e r e s p e c t i v e d e p a r t me n t s a
n d wr i t t e n a n d ve r b a l explanations are sought in case of any deviation.
Monthly reports include:
•
Sales Performance reports
•
Expense Report.

CONCLUSION:
Orient is a very successful company due to their hard work and a very exceptional
selling processes. They have a very good image and relation with other companies.
In the end we would like to recommend them that they should innovate their
product so that they can also target consumers and conduct B2C business too in
order to increase their sales. They already have amazing marketing strategies and
their sales are very high in their respective market.