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    PRESENTED BY:AHMED BILAL (GROUP LEADER)AHMED MANZOORAZEEM ASHRAFADEEL MAQSOODMUHAMMAD NADEEMAMNA HAQHUMAIRA ARSHADAROOJ PINKY

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    EXECUTIVE SUMMARY OF PEL;VISION;MISSION STATEMENT;DIVISIONS: (APPLIANCE & POWER);DIRECT COMPETITORS;INDIRECT COMPETITORS;BRAND NAME;COMPETITIVE ADVANTAGES;STRATEGIC PARTNERSHIP WITH LG

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    PEL and PEL appliances fall under the Saigol Group ofCompanies. PEL has long been known in Pakistan as acompany that produces quality products. PEL hascreated a brand loyalty among its users and the companycredits that to its high quality and vast product range.

    PEL has been continuously adding new products toits range. As a result, PEL has registered a significantincrease in its sales volume, during the last ten years. Onesector in Pakistan that has grown considerably in the past

    is the Home Appliances Division.

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    To excel in providing engineeringgoods and services throughcontinuous improvement

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    To provide quality products & services to thecomplete satisfaction of our customers and maximizereturns for all stakeholders through optimal use ofresources.

    To focus on personal development of our employees tomeet future challenges.

    To promote good governance, corporate values and asafe working environment with a strong sense of socialresponsibility.

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    APPLIANCEDIVISIONPOWERDIVISION

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    PELs Appliances Division is the flag carrier of theSaigol Group involved in home appliances

    manufacturing.Air conditioners.RefrigeratorDeep freezers.Microwave oven.Washing machine.Generators.

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    PEL Power Division manufactures energy meters,TransformersSwitchgearsKiosksCompact stationsShunt capacitor banksEnergy metersGenerators

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    REFRIGERATORS.Total market sale of refrigerator in 2008 was 367000units. Last year sale was 256900 units. These figures show 30% marketgrowth. But the average growth was 13% to 17%. And the PEL salegrowth is 70%, which is a great achievement.Dawlance is a market leader in refrigerator with 46% share.PEL has 32% market share.Waves has 11% market share.11% shares are others.WINDOW AC.PEL is a market leader with a market share of about 60% in localmanufacturing industry. And overall has 35% market shares for this product.LG has about 32% market share and stands on number two.

    And rest of the manufacturers have 23% marker share.

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    Indirect Competitors:The indirect competitors for PEL in this industry are Samsung, Orient,Mitsubishi, Sabro, Nobel and others Chinese brands available in the market.

    The PEL has no big threat from all these companies. But the Sabropioneer for introducing the split air conditioner in Pakistan. Now daysthe sabro has lost its market share to other companies for the business ofSplit AC.

    RISK OF NEW ENTRY BYPOTENTIAL COMPETITORSHigh Investments.Threat for new entrants is high in this industry, partly due to the fact thatthis industry is a lucrative industry and is very attractive for foreign

    companies.

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    PEL has created a strong brand image in the mindof the customers through higher quality and lowprices. The customers of PEL always prefer its homeappliances like Window AC, split AC andrefrigerators, during the time of purchase.

    PEL is a popular company in Pakistan and everyone knows about the PEL products and its brandname. Thats why PEL is a market leader when itcomes to Window AC. AND PEL IS ALSO AWINNER OF CONSUMER CHOICE AWARD.

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    The main compatitve advantage of PEL isIT IS PIONEER COMPANY OF PAKISTAN.PEL companies engaged in same business of HomeAppliances. However, PEL is also making Power Products likeEnergy Meters, Transformers, Switch Gears etc.PEL is pioneerof eletrical appliances in Pakistan as it startedits activities in 1956. PEL was taken over by Saigol Groupof Companies. PEL is awarded Super Brands Pakistan 2007-08. The Brand Ambessdor of PEL is Hadiqa Kayani

    which is famous singer of Pakistan.

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    In the production of appliances, LG and PEL are partners.LG is pleased to appoints PEL as OFFICIAL DISTRIBUTER of : *Air-conditioner;*Refrigerator;*Micro-wave Oven;* Vaccum-cleaner;*Washing Machine.From june, 2009 to onwardsIn HOME APPLIANCES:PEL is at second numberIn POWER GENERATORS:PEL is market leader