Production and Operation Management

Final project

Master Tiles and Ceramic ltd.

Submitted By:
Zohaib Mehboob(M.com iv)
Submitted To:
Sir Azher Majeed

ACKNOWLEDGEMENT

First of all we are highly thankful to ALLAH Almighty who helpful us to fulfill the assigned
project. Secondly, we dedicate this project to our parents, who guide us on every step during our
student career. They set up to meet every challenge in every walk of life. We are owed to our worthy
and respectful teachers who taught so luminously and bestowed creative effort, mental enhancement
that enables us to fulfill this task. Especially, we are obliged to Sir Azher Majeed who encouraged and
gave us mental robustness to complete this project.
Lastly, we are thankful to the management of MASTER GROUP OF INDUSTRIES who
provide us all the necessary information and helped us for the completion of this project.
Zohaib Mehboob Alam
M.com(iv)

PREFACE

Now a days business is the only legal way to earn money. But business is not an easy job. To maintain
a business is a very difficult job, especially in this competitive world when you find very tough
competition on each step. Now a days manufacturing of a quality product is an easy job but to sell/
market it is a difficult one.
The firm who is using future plans for its product is more successful. Specially when you are trying to
access your target goals. You need to analyses different environment of your business, then it enables
you to compete.Still many people may feel like they do not understand how to analyze their business
operations. To have a better understanding of Business operations, it would be better to look at the
basic concepts and important steps of production and operation management.
The documentation of our project includes different information about a large scale business. That
how it analyze the operations of Master Tiles and ceramics. All necessary steps are discussed briefly
in this project.

Executive summary
Master Tiles was formed in 1995 by sheikh Mehmood iqbal. Master tile is one of the biggest tile
manufacturer in pakistan.Master tiles provides the opportunity to upgrade the life style by

introducing wide range of tiles for the first time in Pakistan with latest Italian technology. Master tile
have a capacity to produce more than 25000 sq/meter tiles per day.
Master captures the 62% of local market share. it manufacture wall and floor tiles at good quality
and affordable prices.
The marble and granite prosing industry is closely related to the development of building materials
the modernization and vitalization of which leads to the progress of the tile industry. in traditional
construction people have always been using chips and marble for floor finishing from last two
decades, but slowly it loses its shine away leaving a dull and rough look.
As the time changing traditional construction styles and finishing materials also changing into
modern construction which saves time and cost factors gives people a readymade finish for a life time.
The tile industry in Pakistan has a big potential in future.Availibility of raw material and also
increasing demand makes it a growing industory.People want to change. This trend shows increase in
demand of tiles. In future seeing the increase in demands local firms trying to expand their
manufacturing capacity. In Pakistan the availability of raw material in area like marble mines, cheap
labor and high demand for quality paved way for growth in the tile industry.
Although master tiles with its latest technology and facilities is leading the market. Many competitor
trying to compete master but have less capacity, they offer less price but the quality is not good as the
master tiles offers.

Master Tiles and Ceramics Industries ltd.

Introduction:
Starting in 1982 as a small setup with big dreams, high ideals and honest commitments, Master today, stand
as an unprecedented leader in world class wall and floor tiles, sanitary fittings and plastic accessories along
with a host of other high quality products.
Master now, is not only the market leader in Pakistan but also well positioned to match the quality and
service standards of the
world leaders in its categories of business.

History of the company:

It's a story of three decades, more than quarter of a century. It's a tale of a dream
realized against all odds. It's a matter of a commitment which really mattered. It's an
account of an uphill task converted into mere peanuts through a clear vision, narrow
focus, sheer dedication, meticulous hard work, consistent belief and constant quest for
excellence.
Starting in 1982 as a small setup with big dreams, high ideals and honest
commitments, Master today, stands as an unprecedented leader in world class wall
and floor tiles, sanitary fittings and plastic accessories along with a host of other high
quality products.
1982:
Launched as company manufacturing and marketing high quality sanitary fittings,
with clarity of concepts, the target at that time was to provide a well coordinated
complete bathroom to our customers.
1987:
Established as the pioneer and market leader in world class sanitary fittings, Master
introduced the concept of matching bathroom accessories in technical collaboration of
England and Germany.

1995:
At a time when the market was flooded with imported wall tiles as the only quality
option, as they called it, Master once again took the lead. Based on the worlds top of
the line Italian technology, Master launched its range of double fast fired wall tiles.
Far superior in quality and aesthetic values than imported ones, Master tiles took the
market by storm and instantly gained a major share of the market.
2000:
Master tiles were such a tremendous hit in the market, to meet the increasing
demands, production capacities had to be tripled in the year 2000. Same year, Master
added up worlds best plant and acquired best recipes for in house production of tiles
raw materials including frits and colors. These advanced recipes in frits and colors
resulted in giving an entire new look to the product appearance, quality and finish.
Adding endless possibilities to the imagination of our valued customers, Master
introduced a range of decorative tiles including strips, trims, motives, panels and
mosaics.

To facilitate the customers in better applications and maximizing their benefit, Master
provided its own brand of quality grout and adhesives.
2005:
Master Granite Tiles!
Bringing a true revolution in the tile industry, this was the year when Master proudly
introduced Granite tiles, which were by their quality standards, second to none in the
world. The years that followed witnessed an innovative approach setting new
benchmarks in product quality, range spread, availability through a wider network and
a bundle of value added services like customer awareness and guidance campaigns,
unmatched after sales service and complaint handling.
2010: Customer Focus:
At turn of the decade, Customer orientation remains the key word in all our plans and
executions. Reaching at the doorstep of our customers, wherever they are, we are
making sure we are closer to their needs, aspirations, affordability and after sales
expectations.

Mission / Vision Statement

Mission / Vision Statement

The ceramic tiles industry is a major force for the improvement of quality of life
across the world. Master aims to be the leading manufacturer of best quality ceramic
tiles and pledges to provide its customers with latest designs, varieties and innovative
products in line with the internationally changing trends. Through achievement of our
aim we will enhance the wealth and well being of our stakeholders, employees and
communities, whom we serve and in which we operate.

Vision
Masters vision is to lead the market with innovations in product development to

improve the quality of life and lifestyle of its customers. With timely adaptations to
rapidly developing technologies and meaningful investment in human resource
training, Master will strive to maintain the differentiation edge through provision of
unmatched products and services to its customers at a competitive price.

Objectives of the Organization:

Master industry is targeting their long term goals by identifying and considering short
term goals
Their corporate objectives are given below:
1.
2.
3.
4.

Study of the capital structure planning and policy.

To study the working capital management
Evaluation of working environment
Study the way by which an organization formulates its objectives, deploy its
resources and strives to attain such objectives.
5. To study the factors that determines the proper span of management.
6. Study the factors which influence on development of culture of an
organization
Purpose of the study:
To investigate business systems, taking a holistic view of the situation.
To evaluate actions to improve the operation of a business system

 Understanding the needs of the business as a whole, its strategic direction, and identifying initiatives
that will allow a business to meet those strategic goals.

STRUCTURE OF THE ORGANIZATION

Main offices:
Address:
Near Meridian Restaurant, Attawa, Main G.T Road, Gujranwala
Landmarks: G.T Road, Meridian Restaurant
City: Gujranwala
Phone: +92-55-4290378, 4290379, 4290380, 4290381, 4290382, 4290383
Regional Office:
Address: G.T. Road, Gujranwala, Pakistan.
Landmarks: Caltex Petrol Pump, GT road
City: Gujranwala
Phone :+92-55-4272770, 4272771, 4272772, 4272773, 4272774, 4272775

PRODUCTION SITE:
G.T. Road Kamoke, Pakistan
In other cities services are provided through showrooms and distribution network in following cities:

Cities

Distributors Name

Gujranwala
Lahore
Rawalpindi
Karachi
Multan
Islamabad
Peshawar
Hyderabad
Gujrat
Narowal

Sharja tiles
H.M Sons
Shakeel trading corporation
Magoon trading company
Decent traders
Magoon trading co.
Magoon trading company
Zohaib ali and co.
BBC Traders
Faisal Trader

Jehlum
Mirpur
Okara
Shekhupura

Ali Trader
Khan Traders
Okara Trader
Magoon sons

Organization organoram
Board of directors

CEO

General Manager

finance

Production
Plant
Manager
manager

G.M
Sales&marketing

Marketing
IT Manager
Advertising
Manager
Manager

G.M Admin

Manager
Sales Manager
Area Sale
administration
Manager

Management structure
Chief Executive Officer:
Sheikh Mehmood Iqbal
Directors:
Sheikh Muhammad Asgher
Sheikh Muhammad Akbar
Mr. Sheikh Javaid Iqbal
Mr. sheikh Pervaiz Iqbal
Mr. Sheikh mehmood iqbal
Mr Sheikh Nasir Iqbal
Mr. Skeikh Maqsood Iqbal
Business Advisors:
Legal advisor Firm:

Ahmad Rauf Associates

Chartered accountant firm:
Illyas saleem company lhr.
Advertising agency:
Creative consultants

Principal Bankers:

Allied bank
KASB bank
National Bank limited
Saudi pak commercial bank
Askari bank
Dubai Islamic bank

Units of Master Group of Industries

1.
2.
3.
4.
5.

Master sanitary fittings

Master plastic pack limited
Z&J HYEGIENIC (BABY MASTER) PRODUCTS(PVT)LTD.
Master ballpoint pen industories(PVT)
Master tiles and ceramics

Master Tiles and Ceramics

Master launched that unit in 1995.
Product range of master tiles:
Master has following wide range of variety.

1: Floor Tiles
12*12 Matt Glazed
12*12 stonee granite
16*16 Matt Glazed
16*16 granite polished
24*24 Matt Glazed
24*24 Granite polished
24*36 granite polished
2: Wall Tiles

8*8 Matt and Glossy

8*10 Glossy
8*12 Glossy and semi Matt
10*13 Glossy and Semi Matt
12*18 Glossy and semi Matt
10*20 Glossy and Semi Matt

3: Extra Decorative Products

4*12 Glossy and Semi Matt

2.2*10 Glossy and Semi Matt
2*8 Glossy
2.2*10 Glossy
2*10 Glossy
2*12 Glossy
1*1 Glossy

Management functions of Master

Planning:
MASTERS Management starts with planning. They always say thatGood management starts with good
planning.
What can MASTER get?
Compare strengths and weaknesses of individuals and other resources.
What resources does MASTER have?

 Will putting four workers on a task that takes 14 hours cost lessthan renting a machine that can do
the same task with one worker in6 hours?
If you change the first shift from an 8 AM start to a 10 AM start, can they handle the early evening
rush so you don't have to hire an extra person for the second shift?

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

Is everything ready ahead of their group so the right stuff will get to their group at the right time?
Is their group prepared to do its part of the plan?
Is the downstream organization ready for what their groupwill deliver and when it will arrive?
Are the workers trained?
Are they motivated?
Do they have the equipment they need?
Are there spare parts available for the equipment.
Has purchasing ordered the material?
Is it the right stuff?
Will it get here on the appropriate schedule?
Do the work make sure everything needed toexecute the plan is ready to go, or will bewhen it is needed.
Check back to make surethat everyone understands their role and theimportance of their role to the
overall success.

Leading:
Now flip the "ON" switch. Tell people what they need to do.
They know which section is working well?
Which piece and when?
They know when to come in?
What to start?
When to stop again?
Do you have the right number of workers in each department?
Have you arranged the sections?

Controlling:

Now that organization has everything moving, it hasto keep an eye on things.
Make sure everything is going according to the plan.
When it isn't going according to plan, they need tostep in and adjust the plan
Problems will come up. Someone will get sick. A partwon't be delivered on time. That is why
they developeda contingency plan in the first place. The manager, haveto be always aware of what's
going on so he / she canmake the required adjustments.

Continuous improvements in various management areas based on the principles of the good corporate governance ,
compliance with related legislation,regulations and code of conduct are central to the management policy of Master Tiles

Production analysis of Master Tiles

Production is a scientific process which involves transformation of raw material (input) into desired product
or service (output) by adding economic value.
Master Tiles and ceramics told us about their three main elements regarding the production:
1. Labor
2. Raw Material
3. Capital
The entire production relies on these factors.
1: Labor
Following are the detail about employees working in the master tiles and ceramics:
Sr no.
1.
2
3
4
5
6
7
8
9

Departments
Abrasive staff
Color staff
Mono staff
Tiles staff
Grinding worker
Grinding worker
Mono worker
Tiles worker
Frit worker

No. of Employees
2
7
81
137
169
20
307
517
31

10
11

Abrasive worker
Sialkot showroom
Total

36
43
1350

Observation about employees at master tiles:

As far as my observations concerned I feel that MASTER strongly believes that the interests of the
Organization and the employees are inseparable. They try to create we culture where there is a mutual trust
and respect for each other. They encourage the environment where everyone feels responsible for
performance and reputation of the organization. They are committed to develop and enhance each
employees skills through internal and external training programs and job rotations. Employees are well
motivated and provide good work.

2: Raw Material
Ceramics are defined as a class of inorganic, nonmetallic solids that are subjected to high
Temperature in manufacture and/or use. The most common ceramics are composed of oxides, carbides, and
nitrides. Silicides, borides, phosphides, tellurides, and selenides also are used to produce ceramics. Ceramic
processing generally involves high temperatures, and the resulting materials are heat resistant or refractory.
The raw material mixture for the production of Mater ceramic tiles is prepared from a number of
components:
clay,
Dolomite silt
And coalized granite.
The clay exploited from the factory mine is arranged in lots and, after having been left outside for a certain
time, it is transported in trucks to a roofed over storeroom.
The remaining components for the raw material mixture (Dolomite silt and coalized
granite) are transported to the storehouse in bulk. The material is stored in a roofed over
space in boxes or silos.

Manufacturing Facilities at Master:

Equipped with most sophisticated plant and machinery based on future technologies
from the world's top six Italian companies, Master Granite production facility is so
advanced, unique and innovative, it allows highest levels of manufacturing achievable
today in the ceramic industry.
Ranging from gigantic continuous feeding mills to use of robotics from material
handling, the facility is based on futuristic state of the art system. This facilitates
production of a product so sound technically and aesthetically, it is being experienced for
the first time by the world.

Capital structure:
Authorized Capita :
Paid up Capital:
Incorporate Date:
Authorized Capital Shares:
Paid up Capital Shares:
Authorized Per Value
Paid up Per Value
Manufacturing F

250000000
200000000
1/2/1992
2500000
2000000
100
100

Operational analysis of Master Tiles

Operations management refers to the administration of business practices to create the highest level of efficiency
possible within an organization
At Master tiles following departments works to meet the maximum achievement of organizational goal:.

1: Quality management
ISO 9001:2008

Quality Management System (QMS) At Master:

A quality system manual is documented to provide a foundation for implementation of
the quality management systems. This document serves as a guideline to an effective,
efficient, and economical quality management system that matches the requirements of
International Standard ISO 9001: 2000, Quality Management System Requirements.
Top Management serves as a resource, mentor, and guide to develop quality
management systems, provide quality training, and evaluate implementation &

effectiveness through process evaluations, surveillances, internal audits, and review of

nonconformities, corrective actions, customer complaints, customer satisfaction and/or
dissatisfaction data.
Quality management policies defining responsibilities for the development,
implementation, maintenance, and management of the system are clearly laid out.
Well defined policies, quality objectives and system process requirements are in place
for basic quality-related processes.

At Master, Quality Management System (Q.M.S) is:

Aimed
Master aims to be the leading manufacturer of best quality ceramic tiles and pledges to
provide its customers with latest designs, varieties and innovative products in line with
the internationally changing trends.
planned,
Through achievement of our aim we will enhance the wealth and well being of our
stakeholders, employees and communities, whom we serve and in which we operate.
Developed
Capable of improving the lifestyle and quality of innovation.

Implemented
To bring excellence in our products and services.

We believe that quality adds value and we are determined to serve our valuable
customers with highest quality products in order to provide best value for their money.
Continuous improvement in various management areas based on the principles of good
corporate governance, compliance with related legislation, regulations and code of
conduct are central to our quality policy.
(i)

Customer satisfaction:

Master tiles provides pure satisfaction to their customers by providing services and
fulfilling their required quality standard
They analyze customer satisfaction by observing market and taking reviews of the
customers.

Views of some customers are given below:

By Ahmer Amin:
"Not happy this time with Master tiles!"
By malik faizan :
"Master Tiles is a name of trust."
By Mirza M.Allem Asif :
"Master Group is the name of trust and quality."
By Shah Rukh Hafeez :
"I just want to Say "JO NAAM HAY ETAMAD KA" "
(ii)

Serviceability

Tile Selection Guide:

The Master tiles staff provides guidance to its customers whiles choosing the best
option for them by giving the expert ideas to their customers.
Some of the guiding ideas that Master provides to its customers are given below:
Ceramic/Porcelain tile, if chosen intelligently and installed correctly, protects and
beautifies any surface it covers. The variety, style, and endless color selection of
Ceramic/Porcelain tile has a guaranteed place as a high-end finishing material.
Additionally, Ceramic/Porcelain tiles are fairly easy to install, if done with the proper
planning and preparation. And a do-it-yourself tile installation can save your money
too.
First of all, making a plan for your Ceramic/Porcelain tile flooring is the best means of
achieving long-term success. With a good sense of how you want your floor to look and
function along with other structural elements, installing Ceramic/Porcelain tile flooring
will make sense to your space in every way. Taking these other elements into account is
the first step to consider when looking installing Ceramic/Porcelain tile flooring. The
first thing you should do is to draw a floor plan of the room. This plan should include
all the details and information, especially things that are NOT directly involved in the
project: for example, doors, cabinets, toilet, and electricity supplies, among others.

Tile Laying Instructions

Ceramic tile, if chosen intelligently and installed correctly, protects and beautifies any
surface it covers. It has lasted for centuries on facades and paving areas throughout the
world. The variety, style, and endless color selection of ceramic tile has a guaranteed
place as a high-end finishing material. Additionally, ceramic tiles are fairly easy to
install, if done with the proper planning and preparation. And a do-it-yourself tile
installation can save you money too.
Customer Feedback/complaints

Call at Toll Free No. 0800-23232

(iii)

(iv)

Special features
Products of master tiles and ceramics have the following special features
which makes the customer to choose the products of master :
slip resistance
non-conductive
Tiles dont fade up in the light of sun.
Stain resistant and do not absorb stains or any kind of
moisture.
available in a wide variety of sizes, shapes, colors, designs
and
Meet the health requirements.
Awards

Master's product and service quality has been acknowledged time and again at different
local and international, public and private forums. The latest in a long list is Brand of
the Year Award 2009. Master has been awarded in Tiles as well as Sanitary Fittings
category.

Brand of the Year Award 2009

Category of sanitary fittings.

Master was granted with the title brand of the year.

Brand of the Year Award 2009

Category of Ceramic Tile

Brand of the Year Award 2009

3: Research&developmernt
Quality of the end product at Master, However, is even better than these top world companies. This is
primarily because of access to better quality raw materials here in Pakistan. Secondly, Master have installed
a combination of all the latest Italian technologies, being put to work together for the first time anywhere in
the world.

Top Management of Master serves as a resource, mentor, and guide to develop quality management
systems, provide quality training, and evaluate implementation & effectiveness through process evaluations,
surveillances, internal audits, and review of nonconformities, corrective actions, customer complaints,
customer satisfaction and/or dissatisfaction data.
Quality management policies defining responsibilities for the development, implementation, maintenance,
and management of the system are clearly defined. Well defined policies, quality objectives and system
process requirements are in place for basic quality-related processes.

4: Domestic & International Markets

Apart from being a leader in its line of products in Pakistan with availability in all cities and towns
throughout the country, Master is taking the export markets by storm with overwhelming response from
overseas customers.
When it comes to quality in a global context, Master has got a dual advantage as compared to any other
producer in the world. Master operates the worlds latest Italian plant and equipment under the supervision
of leading Italian professionals. The real edge comes from the unique quality of raw materials, which in
their properties, are unmatched anywhere else in the world. This exclusive combination results in a product
which is second to none. That is why, customers all across the globe having access to Master products
choose them as their first preference. The unconditional trust which our products enjoy in Pakistan market is
rapidly expanding beyond borders.
Currently, Master is exporting its products to United Kingdom and Afghanistan directly and indirectly to
many European, Middle Eastern, Asian and African markets. As a matter of policy, we are out to explore
newer markets around the globe. Queries for orders or joint ventures for any part of the world are warmly
welcomed.

MARKETING STRATEGY
Master has old marketing strategies. There are some problems in their marketing strategies as they are not
using the modern standards but through their strategies. company is making more and more profit.
Marketing strategy of Master industry is based upon their strong dealership network. Company has lot of
benefits of this network. its helps in improvement of the existing product. Company enjoys a great level of
good will in the mind of customers and has been emerged as a brand name in the market.
Other marketing strategies:
1. Know about the customer demand
2. Packing of the product is also according to the standard
3. Providing better benefits to the dealers
4. Well experienced marketing team
5. Well oriented supplies
6. Knowledge about market conditions

5: Human Resource Department

Muhammad Tahir Awan
Manager HR & OD at Master Tiles & Ceramic Industries Limited
Employees are an expensive and vital resource. Our organization manages recruitment and selection,
training and development, and rewards and remuneration. Our mission and objectives of the organization
are the driving force behind the HRM strategy.
Culture of Master:

 The Employees of Master are open and co-operative.

Openness and flexibility in working style.
Open door policy means senior executives are approachable at any time i.e. walk-the talk approach.
This encourages the employees.
There is Lot of freedom and autonomy in work at Master Tiles.
Congenial environment for young professional to experiment new ideas.
Positive and purposeful interaction at all level between employees.
Easy accessibility of information.
Free flow of communication.
Result oriented attitude is the key of moving ahead.
Employee growth is performance based.
The employees avail the environment of continuous learning.

7: Technological operations
Master is Equipped with most sophisticated plant and machinery based on future technologies from the
worlds top six Italian companies, Master Granite production facility is so advance, unique and innovative,
it allows highest levels of manufacturing achievable today in the ceramic industry.
Ranging from gigantic continuous feeding mills to use of robotics for material handling, the facility is based
on futuristic state of the art systems. This facilitates production of a product so sound technically and
aesthetically, it is being experienced for the first time by the world.

It all beings with damp grinding of clays and other raw materials, the process are carried out in the first of
its kind Continuous Ball Mills. Raw material is fed into these mills at one end to get slip from the other. The
slip is separately treated in accordance with the end product requirement. The process continues either to
produce Le Porcelain range or Granite.

As per questionnaire:
(1) Does technology allows products to be made cheaply and better quality?
Ans: Technology in tiles industry does not change very quickly. in master tiles they use their Italian
manufacturing plants for producing good quality products at affordable prices. This is their
competitive advantage.
(2) Does technology offers consumers and business more innovative products?
Ans: master tiles use their new technological plant to produce more innovative products. Master
produce new styles with lot of colors and they produce more innovative products.
(3) Does technology provides a new way to communicate with customers?
Ans: technology changes in the media industry in Pakistan allow the companies to adopt the new
ways of communication with consumers. Now there are new and advanced medium for
communicating the message like digital signboards and now advertisement can be done through new

cable channels. These new local cable channel are watched everywhere. So we can say that new
technology offers new and effective ways of communication.

Production Process of Master Tiles and Ceramics

Master Tiles production facility is so advance, unique and innovative; it allows highest levels of
manufacturing achievable today in the ceramic industry.
Ranging from gigantic continuous feeding mills to use of robotics for material handling, the facility is based
on future planning systems. The production of a product is made s technically and aesthetically.
Following is the process of manufacturing at master tiles and ceramics

Raw Material Treatment

Dry method

Wet method

Forming
Extrusion (plastic forming)
Glazing and
decoratingFiring
Second

Slip casting
Sorting
and packing
Storage
Firing
Drying

Pressing (semi dry

Glazingforming)
and
decorating
Firing

Raw material treatments

Once the clays and other raw materials, as well as the additives needed in the final composition of body,
have been selected, the first stage consist of comminuting these constituents, obtaining a homogenous
mixture and preparing the composition for the subsequent forming or molding process.
There are two methods of the treatment of raw material:
1: Dry methods

In which clay and other compositional constituents are mixed and comminuted
By mechanical means without use of water.
2: wet methods

In which clay and other compositional constituents are mixed with water for grinding or milling in rotating
mills or ball mills. The resulting suspension the needs to go through thermal process in order to remove
water again and be converted in semi-dry raw material.

Forming or molding

Most current products are made by semi-dry pressing or by extrusion .the slip casting process is innate to
manufacture of sanitary ware, table ware, and ceramic product of complex geometry. In case of ceramic
tiles it is used only in making border trims and other decorative elements.
Semi dry pressing:
The raw materials, in the form of small hollow spheres with moisture content of 5-7% or in the form of
solid grains with a controlled particle size distribution, are subjected to mechanical pressing, which provides
the ceramic tile with its definitive shape by application of a uniform pressure. That uniformity of the
pressed raw material also allows the body to dry uniformly and avoids the defects that originate in differing
behavior of the material during the drying and subsequent firing processes.
The master has implemented the new generation of high performance presses. whose most important
innovation has involved the diversified ,stepped feed of different raw matrials,achieving decoration effects
in the ceramic body.

Extrusion:
After raw material preparation, a plastic class mass is obtained by homogeneous mixing In the water. The
resulting clay has a moisture content of 14-20%, the body being pressed in a cylinder, through a die that
provides the tile with its final geometry.
The facility used to press clay forward, including the mould or die and the cutter hat cuts individual pieces
of the same size from the exiting column of clay. the resulting individual tile is termed as extruded tile.

Drying
All forming processes need to incorporate water in order to be able to take advantages of the clays
plasticity. The water is removed before the firing process.
Master has implemented drying equipment that combines great productivity and uniformity in the operation
devoted to water removal from ceramics. Drying uniformity which is absolutely essential to avoid tile
breakage and deformation, is achieved by appropriate management of the hot air flow and physical
separation of the tiles for uniform water removal through the ceramic tile cross section and surface.
The pressed tiles are automatically placed in a double canal horizontal drying room. The tiles
are dried by gradual heating. The drying time depends on the type of tile (for flooring or wall
lining) in other words, on the humidity content of the raw tiles.

Glazing and decoration:

In the glazing preparation process, the raw material is ground irregularly in a drum ball
mill .The glazing is sifted and emptied in a pool, filled in tubs and transported to the
glazing unit.
After leaving the drying room, the tiles travel on a conveying belt along the glazing line
and a layer of engobe is applied on them followed by a layer of glazing.
The tiles pass under the sieve for impressing paste or rotating roller that applies the
decoration sample. In the end, the tiles are delivered to box cars and then transported to the
ovens.

Master uses the following techniques for the decoration:

Ink jet printing using fluids containing pigments and glazes with small particle sizes.
Physical vapor deposition, used in obtaining metalized coatings and mirror effects .

Burning of Ceramic Tiles

Tile burning is performed in single canal ovens where the tiles are transported
by rotating rollers. The maximum burning temperature is from 1050 -1200 C
.

Sorting and packing

The burnt tiles are transported to the sorting line by AGW (automatically guided
vehicles) .They are packed in boxes that are arranged on wooden pallets and wrapped in
foil. Forklifts transport the pallets to the storehouse.

Location analysis of master tiles and ceramics

Strategic importance:
Strategic importance of master tiles and ceramics consist of feasibility and logistics. Which
helps in controlling different controlling costs and and other factors associated with the
location. The location is perfect as per requirement of the company. The strategy is to avail
best manufacturing facilities and warehousing facilities for long term.

Business expansion
Location of the master site is directly related to the future plans, if the expansion is made,
the establishment of new plants will be possible to make. They dont need to struggle again
for new setup. Thats the reason of the importance or their loacation.the most recent
example of this importance is establishment of master clothing with the master ball points.
Location of master also provides the easy access to roads and transportation facilities.

Availability of factors

Factors of production are the resources available for the production of goods, at current
location Master have the easy access to these factors. the most easy access is to labor from
nearby villages or towns, available at adequate labor rates. The other resources like fuel,
gas etc is also easily available.

Community considerations:
i)

Quality of life:
Master is providing high quality of life to the community by making the worlds
most qualified products in ceramics. at their nearby market area. Easily accessible at
normal rates.

ii)

Services:
Master provides the services to their customer which are required by the, like after
sale services, conceptual guidance etc.

iii)

Noise, smoke odor

Master production setup is at that location where no issue of community
consideration raises.

Inventory management
Arshad Mehmood

(Store officer at master tiles and ceramics)

Maintaining all the optimal levels of inventory
Preparing reports
Inventory control and management

Raw material inventory:

Here Raw materials are received from company's suppliers (from Mianwali and Mirpur Khas). They are
stored at stores until they are needed on the production. Goods are moved around the organization. We have
our own trucks which are used in raw material movement from one place to another.

Finished goods inventory

Master has the best facilities of warehousing. After the production when the production process is over the
final products are packed safely and transferred to the warehouse. Further distribution is made through the
warehouse, to the retailers of in the market.

Inventories of miscellaneous used for official use:

The record of material for official use is properly maintained. Entries are made when there is request from
any department.

SWOT Analysis

Internal:
Strengths
Worlds most advanced technology is being used.
Work Delivery Scheme
High Quality
Wide Range of products
Service
Highly professional and skilled foreign employees
Fast communication between departments
Always try to improve their production quality
Good dealership network all over the Pakistan.
They can produce large range of designs, styles and colors which is one of the major strength.

Weaknesses

 Managed by foreign engineers as there is Unavailability of skilled workman force.

Internal communication is based on networking, so if there is any problem in server, whole
communication will stop or break down.

External
Opportunities:
Expansion into the World Market
Retail Partnerships
Internet shopping
Further exploiting the Tile sector
Make own chain of regional Stores
One of the big opportunities for Master Tiles is the growing rate of construction, which increase the
demand for tiles.
Govt. reduced the tax on exports of the tiles and also increasing demand in foreign market provides
an opportunity for Master Tiles to increase its sales by exporting its tiles.

Threats
Some local companies are coming to Granite Industry
Overseas groups entering the market (Chinas Dumping )
Manufacturers are still seeking to legally slow down the penetration of own brands

Other factors

Political factors:
The political factors have a huge influence upon the regulations of the business. In
Pakistan, political environment is not stable. It is very dynamic which affects the business
industries .government policies are changed during regular intervals of time. This political
instability affects the tile industry also. In case of master tiles, when the incident of
Benazir Bhuttos death happen. Then during that time their material was destroyed by
political workers. Their vehicles were destroyed when they were on the road for
distributing the final product. So due to this political incident Master Tiles beard a
financial loss. Government has some rules and regulations for the environment pollution.
Master Tiles claims that they do not pollute the environment during the manufacturing
process of tiles. the wastage is managed in sophisticated manner that it does not pollute the
environment.
Master Tiles is the first tile manufacturer in Pakistan which submits the application to
nation tariff commission against the dumping of Chinese tile manufacturer. The result was
that government imposed anti dumping duties on Chinese tiles which also shows that
government wants to promote and save its local tile industry.

Economical factors affecting the tile industry:

Due to economic growth in Pakistan the tile industry in Pakistan is growing. There is a big
increase in construction, in the country. The tile industry in Pakistan is in growth stage.
Government does not finance enough money in the tile industry to make it more attractive
industry. The raw material which is used in tile manufacturing is founded in the province
KPK and Baluchistan. Mining of raw material in these areas is done on primitive
techniques including uncontrolled blasts. In majority of the mines basic machinery and
equipment are not available. This not only lead to the wastage but also to low production
of raw material which directly affects the tiles industry.