Case Study: Pel Appliances

Topics: Refrigerator, Product life cycle management, Marketing, Competition / Pages: 17 (4196 words) / Published: Apr 27th, 2012

Pak Elektron Limited (PEL) is the pioneer manufacturer of electrical goods in Pakistan. It was established in 1956 in technical collaboration with M/s AEG of Germany. In October 1978, the company was taken over by Saigol Group of Companies..
Since its inception, the company has been working for the advancement and development of engineering know-how in Pakistan. The company has produced hundreds of engineers and skilled workers and technicians through its apprenticeship schemes & training programs.
PEL has been continuously adding new products to its range. As a result, PEL has registered a significant increase in its sales volume, during the last ten years
In 1978, the Saigol Group of Companies purchased major shares of Pak Electron Limited. At that juncture, the company was only manufacturing transformers and switchgears. With the Saigols in management, PEL started expanding its product range by entering into Air Conditioner manufacturing.
In 1981, PEL window type air conditioners were introduced in technical collaboration with General Corporation of Japan.
In 1986-87, the company started manufacturing of refrigerators in technical collaboration with M/s IAR-SILTAL of Italy.
In 1987, PEL deep freezers were also introduced in technical collaboration with M/s Ariston of Italy.
In 2006, the Company has started manufacturing of split type air conditioners of various capacities as the customer choice has shifted from window type to split type.
The product has been well received in the market. This encourages the company to multiply its production in the coming year. Today, PEL has become a household name. Its products are not only in great demand in the local market but the Company has started exporting its appliances

The company comprises of two divisions: * Appliances Division * Power Division
Pak Elektron Limited (PEL) is the pioneer manufacturer of electrical goods in

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