bhushan

SWOT ANALYSIS ON

SUMMER TRAINING AT

BHUSHAN STEEL LIMITED

SAHIBABAD INDUSTRIAL AREA, DISTT. -

GHAZIABAD

For the partial fulfillment of

“MASTER OF BUSINESS ADMINISTRATION”

SESSION 2007-2009

SUBMITTED BY:-

KAPIL

MBA 2nd sem.

Roll No. – 0711470048

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INSTITUTE OF PROFESSIONAL

EXCELLENCE AND MANAGEMENT,

GHAZIABAD

ACKNOWLEDGEMENT

I am thankful to the “BHUSHAN STEEL LIMITED.

Sahibabad Industrial Area, Distt.- Ghaziabad” For

allowing me to under go my summer Training for the

partial fulfillment of the requirement for the degree of

Master of Business Administration.

The accomplishment of the present study became

possible by the invaluable assistance and guidance of

our professional guides and colleagues to whom we are

gratefully indebted.

First of all I wish to express my thanks to Mr. Neeraj

Agarwal (A.G.M. Marketing Trade) of BSL. His cheerful

induction on my first visit to company’s office helped me

to know about BHUSHAN STEELS as a company & the

activity I had to perform. I am thankful to Mr. Munish

Sharma (Marketing Executive) for providing the

necessary orientation throughout the project.

I wish to thank and pay regards to all my teachers

without their guidance and blessing this project could

not be completed.

I am also thankful to all the other persons of marketing

department & all dealers & shopkeepers & all the

people who have already used Galvanised products

whom I met during the survey for their cooperation

throughout the project.

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Last but not least, we are indebted to our parents for

their moral support during the course of study.

KAPIL

PREFACESummer training Assignment is an essential part of

Master of Business Administration Programme of the

INSTUTE OF PROFESSIONAL EXCELLENCE AND

MANAGEMENT,GHAZIABAD, Summer Assignment not

only gives an opportunity to deal with real life situations

in a business/ industrial environment but also gives a

student of Management a first hand opportunity to put

his theoretical inputs into practice.

This project report mentions the honest efforts to

understand the marketing concepts in real life situation.

This report is been prepared in the Sales promotional

campaigns of Bhushan Steel Ltd. and its impact in the

sales of the company’s products. Also a comparison

between the sales promotional strategies of TATA,

JINDAL & OTHER STEEL Co. has been studied.

Besides this the report also puts on to compare Market

Shares of Bhushan Steel Ltd. & others organizations

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KAPIL

CERTIFICATE

The report entitled “CUSTOMER BEHAVIOUR WITH RESPECT TO

GLAVNISED SHEET OF BHUSHAN STEEL LIMITED IN NCR REASONS” submitted for the Institute of professional excellence and management, Ghaziabad, is an original work carried out by KAPIL under our supervision, during his summer internship of eight weeks. This work has not been submitted in part or full to this or any other institute/ university for any degree or diploma.

We found him to be hard working and sincere and we wish him success in his entire future endeavor.

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Name: - Mr. Neeraj Agrawal

Industry guide

CONTENTS

Project Objectives

Introduction to the Project

An Introduction

Global Player

Aim of Organisation

Project Introduction

Methodology

Findings & Analysis5 | P a g e

Objectives of the survey

Survey of dealer/shopkeepers

Marketing system of BSL

SWOT Analysis

Limitations of the Research

Conclusion

Suggestion & Recommendation

Bibliography

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PROJECT OBJECTIVES

In today’s competitive scenario it becomes very necessary for the manufacturers to who the prospective customer by offering the desired features in the product and more value for money so as to “delight them”.

Promotional campaigns therefore become an essential feature to achieve the objectives of arousing the interest of prospective consumer.

As the part of this, Bhushan steel limited (BSL) gave me the task to carrying out the study of “Customer Behavior” at Sahibabad Plant.

OBJECTIVES :-

1. Consumer Behavior survey –To find the percentage of satisfaction among consumers.

2. To find the proportion of Bhushan steel products in the customer overall purchase.

3. To find other sources from which their which their customer purchase steel.

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INTRODUCTION TO THE PROJECT

In today’s competitive scenario it becomes very

necessary for the manufacturers to woo the

prospective customer by offering the desired

features in the product and more value for

money so as to “delight them”

A promotional campaign therefore becomes an

essential feature to achieve the objectives of

arousing the interest of prospective customers.

As the part of this, BSL gave me the task to

carry out the study of “customer Behaviour

towards Galvanised products” in NCR REGION

with special reference to the following;

Key trends in the construction activities with

special reference to usage of G.C sheet.

Consumer Behaviour

Market share of various competitors and

the extent of brand consciousness amongst

various stake holders.

Areas covered were NCR region.

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ABOUT THE COMPANY

Hon’ble Mr. Brij Bhushan Singhal is the founder of Bhushan steel limited in 1987 at Sahibabad (U.P). Bhushan steel limited India’s for most Cold Rolled, galvanized and special steel producer having plants located at Sahibabad (U.P.) & Khapoli (Maharashtra) and new HR plant is making Orissa with an annual turn over around Rs. 5000 crores per annum and likely to go up to Rs 5500 crores in the financial year. Bhushan steel is leading the technological revolution in Indian cold rolled steel industry today and defining new frontier of customer satisfaction. Be it through technology and product upgrades, R&D efforts or stringent quality control measures, company is consistent in pursuit of value.

Bhushan steel has earned a quality system of international standards by getting certification of QS-9000 quality management system based on the certification audit of QS-9000-1998 edition conducted by DET NORSKE VERITAS, NETHERLAND.

The Sahibabad plant operation at full capacities, the setting up of the integrated steel and power plant in Orissa ushers in a new era for BSL as well as the Indian steel industry. Not only is this HR plant slated to be one of the most advanced hot rolling steel plants in the world, it also paves the way for the full- scale vertical integration of BSL.

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From the basic raw material of iron ore to the finished value added steel, BSL will be firmly present in every link of the value chain. Bringing about a substantial reduction in manufacturing costs, This vertical integration will also been consistently posing healthy profit margins BSL has also been consistently posting healthy profit even in the most adverse year for steel manufactures. Presently the organization I moving

from strength to strength financially after the exponential increase in overall in the year gone by.

The trademark BSL commitment to the highest standards of quality through the best available and most advanced technology has paid rich dividends in the form of even greater customer satisfaction and a much larger.

SHAREHOLDING PATTERN

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BUSINESS OVERVIEW

RATING

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STOCK PERFORMANCE

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FY 07 PERFORMANCE

VISION OF BSL

Giving Definition to A Far-sighted Vision

The vision of evolving into a totally integrated steel

producer, committed to achieving the highest

standards of quality through cutting-edge

technology, is being realized at Bhushan Steel Ltd.

Mr.

Neeraj Singal

(Managing

Director)

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If you can anchor your organization with a single-

mindedness of purpose, for providing-the best service,

technology and quality to customers and stakeholders,

then you can deliver higher value for money within

schedule and budget, and continue to thrive even in the

face of rapid change and other challenges besotting the

Indian economy and especially the steel industry.

This is, precisely, what BSL has been doing since its

inception: Acquiring the latest technology sourced from

the global leaders and maintaining global quality

standards; continually upgrading the steel plants and

efficiently implementing projects within schedule and

budget always meeting financial obligations on time and

yes, these are the hallmarks of BSL's Saga of

Excellence.

BSL's vision of total integration is a lot closer to

realization today. Through seamless backward

integration, BSL is consolidating its position on the

entire steel value chain - from iron ore to specialized,

value-added steel, the company is surging ahead.

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POLICIES OF BSL

BHUSHAN STEEL LTD, SAHIBABAD

Integrated Quality, Environment, Occupational Health &

Safety Management System Policy.

Bhushan Steel Ltd. commits to produce cold rolled and

galvanized steel sheets of world class quality in a safe,

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healthy and clean environment by involving

employees with continual improvements in system

implementation, technological advancement,

operational integration, prevention of pollution &

hazards maintaining

Legal compliance and satisfying needs & expectations

of Customers.

For Environmental Management System Bhushan

Steel Ltd. have ISO 14001:2001 Certification

For Quality System Bhushan Steel Ltd. have

ISO/TS 16949:2002 Certification

For Safety Management System Bhushan Steel

Ltd. have OHSAS 18001:1999 Certification

TECHNOLOGY OF BSL

Bhushan steel unwavering focus on acquiring and

leveraging the best available technology has

engendered a period of unprecedented growth and

progress. The state of art Khopoli Plant has fully

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commenced and is playing pivotal role in the

tremendous growth of exports as well as in the

production of a much larger variety of value added steel

like coloured coated sheet. High tensile steel strapping,

hardened & tampered strips, spring steel, precision

tubes and the soon to be manufactured for the first time

in India Glumes Value Added Steel.

The Sahibabad plant is operating at full capacity and

giving a substantial volume thrust to the organisation.

The Khopoli Plant which operates with the very latest

technology becomes fully operational has the

production capacity of 450000 MT per annum of cold

rolled steel which includes 250000 MT of galvanised

steel. Bhushan steel is now India’s third largest

secondary steel producer after SAIL and TISCO. BSL

had the distinction of being the only producer of widest

width of CR sheet.

The biggest landmark on its growth path is of course

the Orissa Plant. This integrated steel and power plant

will put BSL firmly in the path of progress transforming

BS

L into a completely self-reliant organisation.

BHUSHAN has set up the technology of manufacturing

a very new coated product called BHUSHAN GALUME

being the brand name. This alloy coating consists of 17 | P a g e

55% Aluminum and 43% Zinc and the balance

contains Silicon around 1.5% to affect excellent

adhesion to the steel substrate.

Technological Backups

The coater technology is the latest from GFG, USA and

thermo Radiometric – Germany and special high jet

cooling tower from UK. We have tie up with M/s Henkel

Chembond Surface Technologies Ltd for the supply of

chromating chemicals and acrylic coating and 0n line

continuous monitoring for the coating control and salt

spray analysis in addition to our on line monitoring by

quality control dept.

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RESEARCH & DEVELOPMENT

We have full fledged laboratory with test equipments

Emission spectroscope for the chemical analysis,

computerized Universal testing machine with stress-

strain graph for tension tests, surface finish tester,

Hardness testers using both Vickers and Rockwell

scales, LFQ testing machine, Cupping tester, on line

Radiometric and off line chemical lab for coating mass,

salt spray tester for corrosion resistance, and Humidity

chamber.

The company has a latest state of the art R&D Center

and has many first to its credit including development of

panel grade material for Refrigerator, Visi Coolers &

chest Coolers of Coca-Cola & Pepsi, ultra-thin CR Steel

for Picture tube & battery application etc.

A fully equipped quality Control laboratory has test

equipments of unmatched standards – Polyvac 2000

Emission Spectrometer from Hilger, England, fully

computerized Universal Testing machine, Micro

Hardness tester from Zwick, Germany, Drawability

tester from Tinius olsen, USA, Surface Finish tester

from Mitutoyo, Japan – to name just a few with constant

stress on innovation, product quality and product range

supported by an extensive network of branch offices,

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dynamic dealers and distribution network,

BHUSHAN is today a familiar name in the country.

NEW PRODUCT DEVELOPMENT

Bhushan Steel is pioneer in the industry to develop new

products which can substitute the imported material to

reduce cost of purchase/sourcing for domestic industry.

In this direction Bhushan has developed new products,

viz., Outer Skin Panels for cars, HLGP Coated material

for fuel tanks and High Tensile Strength Cold Rolled

and Galvanized Steel for Automobile Industry.

OUTER SKIN PANELS FOR CARS

Bhushan Steel has emerged as leading supplier to all

passenger cars, multi utility vehicles manufacturers car

skin panels which call for a combination for mechanical

properties shape and dent free surface of leading

automobiles are made from our product which result in

lesser inventories. The basic raw material i.e. HR Coils

to produce skin panels imported from Japan, Korea, 20 | P a g e

France & UK. The material is processed as per the

technical know how and standard operating procedure

advise by SUMITOMO METAL INDUSTRIES, JAPAN.

HLGP-FOR FUEL TANK

Bhushan Steel has developed this product for Gasoline,

HSD tanks for Two, three & Four Wheelers. This

product substitutes Tern Coated/Electro galvanised

product which have to be imported. It combines

Formability, Weld ability, Paint ability with excellent

Corrosion Resistance. These properties are attained

through proper raw material selection, Cold reduction &

Heat treatment.

Lower coating thickness of zinc(Zn-Al) Alloy system for

better weld ability and spangle free surface for better

paint ability. The Coating as lower as 3 micron

(20gm/m2) is achieved through Nitrogen jets for the time

in the world in Hot Dip Galvanizing process.

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One side passivation for better corrosion resistance

it can withstand 96 hrs salts spray test life and the other

side is non-passivity to have better paint ability.

HIGH TENSILE STEEL FOR AUTOMOBILE

INDISTRY

Reduction in automobile weight and thereby improvised

fuel economy and passenger safety required steel that

could offer high degree of formability with increased

strength. Interstitial free high strength steel offered by

Bhushan Steel combine these factors. Bhushan Steel

offers Interstitial free-high strength steel with tensile

strength as high as 550MPa. The common grades used

by Automobiles are SPRC 340, SPRC 390, SAPH 390,

SAPH 410, and SAPH 450. Bhushan Steel is also in the

Bake Hardening Steel and TRIPP Steel.

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LEADERSHIP THROUGH

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TECHNOLOGY

COLD ROLLED STEEL

Our Cold Rolled Mill Complex is a towering citadel, the

first of its kind in the steel sector of the country having

equipments supplied by global leaders.

The state-of-the-art 6 Hi 1700mm Universal Crown

Cold Rolling Mill from Hitachi, Japan ranks as the

widest CR mill in India along with additional features of

both side auto shape control with automatic spot

cooling system for better shape & flatness with the most

advanced Level-II adaptive control computerisation. It is

the first mill of its kind in the whole Asia.

The mill is capable of maintaining extremely close

thickness tolerances and can produce ultra-thin CR

Steel for inner shield of picture Tube and Battery

application i.e. up to a thickness of 0.10mm in close

tolerances.

The company has also installed Electrolytic Cleaning

Line (ECL) with technology from NIPPON DENRO,

JAPAN to remove surface containments, like Iron fines

& rolling oil. The 100% Hydrogen based (Hicon) high

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convection annealing furnaces from world leader

Ebner, Austria are yet another exclusive feature of our

identity.

The skin Pass mill from Clecin, France with tension

leveller and Electrostatic oiling for uniform spray of trust

preventive oil, provides world standards quality of

material suitable to manufacture Automotive Skin

Panels.

The Rolling Grinding machine and the Electrical

Discharge Texturizing machine (EDT) for the Rolls from

the world leaders Waldrich Siegen, Germany ensures

uniform Mirror finish material for Automobile Head lamp

reflectors and other Electro plated items & Matte

surface finish, which in turn improves the paint ability,

suitable for automobile skin panels, respectively.

The CR Slitters from Fimi, Italy & Daechyun, Korea with

most advanced fetures like 3 M tension roll and

computerized shim-less tooling ensure absolute

scratch-free material with a very close tolerance and

width as low as 10mm. These machines are the first of

their kind in the country.

The Cut –to-length lines from Heinrich Georg,

Germany; Fimi, Italy & Daechyun, Korea are milestones

of precision engineering. These machine provide close

tolerance to the length as low as +2/-0mm and even

less can be achieved.25 | P a g e

The on-line washing, oiling, electromagnetic sheet

stacler and on-line packing system attached to these

lines ensure International Quality Standards. These are

the first lines of their kind in the country where handling

of sheets are completely automated during shearing

and packing. To ensure the right quality input of HR

Coils to the mill, The company has the most modern

Push-pull Pickling line with technology back up from

Proeco, Canada. In addition to the above the company

also has one latest 6 Hi 1050mm & one 20 Hi 1250mm

wide Sendziemer mill with automatic gauge control and

8 CR Slitters and 14 Cut-to-length line

The company enjoys interrupted power supply from the

UPSEB on 220KV, which is the first of its kind in the

State of Uttar Pradesh. Further to have captive and

better quality of power for the smooth operation of the

complex, company had installed 24MW Captive Power

Plant imported from MAN B&W, Germany. This

Ensures consistent supplies of material to our

customers even in times of acute power shortage.

GALVANIZED STEEL

The Galvanized sheets &coils manufactured by the

company have excellent Zinc adhesion and corrosion 26 | P a g e

resistance achieved by applying a special coating of

Zinc & Zinc alloys. This is further enhanced by giving a

special chemical treatment on the zinc-coated surface

to prevent the formation of white rust.

The company has three Galvanizing lines consisting of

most modern continuous annealing furnaces based on

the design of Stein Heurty, France.

One of the Galvanizing line has on line 4 Hi skin

passing cum tention levelling facility to produce

Galvanized skin passed Material with zero spangles for

White Goods, Domestic appliances & Automotive

applications.

The online coating thickness control equipments from

Valmet, Canada & Raadiometrie, Germany attached to

the galvanizing lines ensures uniform zinc coating

mass.

The Galvanized skin passed sheets & coils have an

excellent surface finish suitable for manufacturing

products of aesthetic importance. This product is widely

accepted and extensively used for the manufacture of

Air Conditioners, Washing machines, Refrigerators,

Dish washers, Visi Collers, Microwave Ovens,

Computers, Bus body, Automobile Components, Colour

Coated Sheets & Coils.

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The company is the largest suppliers to the

industries. In many to these cases Bhushan Steel is

single source supplier to the customers. Recently, the

company has introduced HLGP, material, which is most

suitable for fuel tank (Petrol/ Diesel).

The Galvanized sheets, coils and corrugated sheets

manufactured by the company are globally accepted

especially in important international markets of Europe,

USA, Canada, South Africa, Kenya, Ethiopia, UAE,

Qatar, Oman, Nepal, Myanmar, Taiwan, Vietnam,

China, Uganda, Singapore, Tanzania & Bangladesh.

BSL BOARD APPROVES FURTHER

EXPANSION PLANS

Amongst the various reasons behind BSL's

unprecedented growth and rapid integration on the

steel value chain, perhaps, the most important would be

its unwavering focus on acquiring the latest technology

and know-how. The most important reason behind this

focus has been BSL's commitment to provide its

customers with the best quality products. The result, to

say the least, has been awe-inspiring growth.

Bhushan Steel Ltd announced that its board of directors

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in a meeting held on January 22nd 2007 has

approved the following projects.

1. Setting up of Integrated Steel Plant in the state of

West Bengal for with facilities including slab plant,

coke ovens and captive power plant etc

2. To set up a 6 million tones per annum integrated

steel plant as an expansion of its existing plant

being set up at Meramandali in Orissa.

BSL May Setup Steel Plant In West Bengal –

Report

Bhushan Steel Limited is considering to sign a Mau with

West Bengal government to set up a 2 million tones per

annum steel plant in the state along with a 1,000 MW

thermal power project by its subsidiary Bhushan Energy

in the state

BSL is already implementing an INR 5,000 cr. steel

project with capacity of producing 2.2 million toned of

steel in Orissa and the 1st phase of the project of

500,000 tones capacity will be completed by March

2007 and the hole project should be completed by

2009.

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The Khopoli Plant, commissioned in 2004 has been

playing a remarkable role not only in the growth of

exports, but in the production of a much wider variety of

value added steel like Colours Coated Sheets, High

Tensile Steel Strappings, Hardened and Tempered

Strips and Precision Tubes. In addition to these, the

Khopoli plant has recently launched the Galume value

added steel (Aluminium & Zinc Coated Sheet) for the

first time in the country.

Operating with the most advanced technology,

expressed through a large fleet of latest equipment,

machinery and systems, the Khopoli plant has given a

tremendous boost of 425000 MT per annum to BSL's

total production capacity Including 240000 MT of

galvanized steel, which are further forward integrated

into Colour Coated Sheet, Galume and other value

added products.

Giving a tremendous volume-thrust to the production

capacity of BSL is its plant at Sahibabad, with a

production of 475,000 MT per annum comprising

products such as Automotive Grade C R Sheet and

Galvanized Sheets.

As a strategic move to optimize the usage of resources

and services, as well as to streamline the functioning of

all systems and process within the organization, BSL

has recently implemented SAP (the global leader in

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Enterprise Resource Planning Systems). After all,

with sales touching Rs. 3070 crores and installed

capacity in the one million tones per annum range, BSL

is now India's 3rd largest Secondary Steel Producer

after SAIL and TISCO. BSL has the distinction of being

the only producer In India of the widest width CR Sheet,

besides being a preferred supplier of automotive grade

steel sheets for inner and outer panels to all leading 4-

wheeler and 2-wheeler manufacturers in the country.

The most brilliant milestone in BSL's journey of

excellence is the setting up of a state-of-the-art Hot

Rolling Steel & Power Plant in Orissa. This Integrated

Steel and Power Plant will, no doubt, put BSL firmly on

the fast track of progress.

The Company currently has capacity to produce

ALMOST ONE MILLION MT/Annum of Cold Rolled

Steel at Sahibabad and Khopoli Works .

The Company is a “single-point source” for a wide

variety of products such as CRCA , Galvanized and

Colour coated sheets, High tensile steel trapping,

Hardened and tempered steel strips (HTSS) and

Precision tubes

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CURRENT CAPACITIES

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WHY CUSTOMER SATISFACTION IS IMPORTANT?

Customer satisfaction research is not an end unto itself. The purpose, of course, in measuring customer satisfaction is to see where a company satisfaction is seeing to where a company stands in this regard in the eyes of its customer, thereby enabling service and product improvements which will lead to higher satisfaction levels. The research is just one component in the quest to improve customer satisfaction. There are many others, including:

Top management commitment.

Linking of customer satisfaction scores with employee and management monetary incentives.

Recognition of employees who contribute to customer’s satisfaction.

Identification, measurement, and tracking of operational variables which drive satisfaction scores.

Customer –based improvement goals.

Plans for improving operational variables.

Incorporation of customer satisfaction skills into employee training programs.

Measurement of and plans for improvement of employee satisfaction.

Changes in corporate hiring practices.

Top management commitment

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Top management, through its actions, must show that customer satisfaction is important to it. This can be done in several ways.

1. Acknowledging areas where the company needs to improve.

2. Allocating appropriate resources to the improvement of customer satisfaction.

3. Involvement of management and employees in the development of plans for customer satisfaction improvement.

4. Linking management bonuses to the satisfaction scores.

5. Clears and frequent communication of what is being done to improve customer satisfaction.

Employee satisfaction:

In today’s scenario one of the most important tool for any organization is to satisfy their employees. There are some patterens which an organization has to follow for the satisfaction of the employess.

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Believe that the organization will be satisfying in the long run

Care about the quality of their work.

Are more committed to the organization.

Have higher retention rates,and

Are more productive.

There are six factors which influences job satisfaction.

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SWOT ANALYSIS

STRENGHT

BSL is one of the India’s largest CR Coil and

GP/GC Sheet producers of flat steel products.

The company has a strong location advantage as

it’s plant is located in Maharashtra (near Mumbai)

The Company is working towards backward

integration in key raw materials like HR Coil, iron,

ore and coal.

The company has strong clientele base, which

includes all major players in user industries like

automobiles, consumer durables and engineering.

Bhushan Energy’s efforts for becoming

Independent power producer will also boost the

profitability of parent company.

Focus on value addition makes the company less

vulnerable to price fluctuation36 | P a g e

One of the most efficient steel plant in India

Adaptation latest world class technologies and

equipment-first in the country.

Technical tie-up with Sumitomo Metals, Japan.

Leader in high value added segment (Automobile

& white goods sector)

Largest colour Coated Line in the Country & first

to manufacture Galume Sheets.

Plants situated near to consuming centers of

Northern and Western Region – saving in freight

cost

Near port facility – Export competitiveness

Economy of scale – total cold rolled capacity of

one million tons

BSL has managed and controlled its leverage

efficiently Captive power (48 MW) – low energy

cost

9. Matching customer requirement – introduced

service centre concept.

WEAKNESS

No backward integration for HR Coil (only value

addition)

Capacity utilizations are still below its maximum

level

Ability to handle large projects

US slowdown may impact export market

Rupee appreciation

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No more emphasis in local market in the field

of galvanized products.

Irregularity in the supply of raw materials from

suppliers and dealers.

OPPORTUNITIES

Strong Economy growth (second fastest growing

Economy after China)

Booming infrastructure sector (Roads,

Ports,Airports, SEZs, Power)

Strong demand in automobile sector, consumer

durables sector and engineering goods sector.

Robust demand in construction and retail industry

Low per capita steel consumption offers a higher

growth

Rich Geological Resource base

Large consumer base

Low labor cost and high productivity

Growing Skilled and Technical Human Capital.

Enter in the field of hot rolled steel, to maintain

the continuous supply of raw material to cold

rolled steel plant.

Bhushan group is putting up a plant in

Maharastra, near Khopoli, on Pune Express

Highway. This plant will produce CRCA coils and

sheets, galvanized coils and sheets which prove

to be s good opportunity for this company and its

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growth.

Bhushan Group is also planning to put up an

integrated steel plant of three million tones

capacity in near future to produce hot rolled coils

to meet out for captive use of group companies as

will for the domestic and international markets.

THREATS

Steel prices are almost at their peak and

downward turn in prices can’t be ruled out in near

future

Bureaucratic nature of Government - Socio-

Political interventions (in leasing mines)

Rising interest rates could affect expansion

programmers (High cost of Finance)

Rising interest rates could affect expansion

programmers (High cost of Finance)

From the government policies, this results in up

and down in steel prices.

High cost of Energy

Big ticket investment by POSCO and Mittal could

swallow the market (specifically export)

Cyclical nature of Steel Industry

Deficit infrastructure

From competitors in galvanised steel and cold

rolled steel.

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Raw material supply of the company is

depending on the others. Its irregularity can make

irregularity in the supply in the supply of finished

goods.

1. Production Facilities: Backward Integration Hot

Rolled Coil project in the State of Orissa.

- Capacity: 4 Million Tonne

- Approx. Investment: Rs 5150 Crores.

2. Production Facilities: Expansion of existing plant

in Orissa



3. Production Facilities: Integrated Steel Plant in the

State of West Bengal for having facilities of Steel

Slab Plant, Coke Oven Plant, Captive Power

Plant etc.



4. Production Facilities: Steel Plant in the State of

Jharkhand along with Captive Power Plant



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MILESTONE OF BHUSHAN STEEL LIMITED

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2006-2007 – commissioning of phase I of Orissa plant

Sponge Iron 6, 80,000 TPA

Billets 3, 00,000 TPA

Power Plant 110 MW

2003-2006 – Khopoli (Mumbai) project commissioned

4, 25,000 MTPA

Color Coated, HTSS, H&T

Drawn Tubes installed apart from CR &

GP

Introduction of Galume – 1st time in the

country

Power Plant 24 MW

1998-2001- Continuous Galvanizing Line 85,000 TPA

Replacement of CR mill- 50, 000TPA

Power plant 12 MW

Kathabar & Annealing bases

1994-1997- Hitachi CR Mill (1700mm) 3, 50, 000 TPA

GP/GC Line 40, 000 TPA

Power Plant 12 MW

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1993-1994- Skin Pass Mill, cut to length, Cr

Slitter.

Auxiliary equipment of GP Line.

1991-1993- Continuous galvanizing line 1, 00,

000TPA

Shift from full hard to drawn & deep

drawn grade.

1998-1989- New cold rolled mill 60, 000TPA

Total Installed Capacity 1, 20, 000TPA

44 | P a g e

A Decade of Moving from strength to Strength

10 years financial summary

Year 97-

98

98-

99

99-

00

00-

01

01-

02

02-

03

03-

04

04-

05

05-

06

06-

07

Gross

sales

513 752 957 1058 1139 1263 1745 2868 3070 4202

Exports 64 49 62 70 115 300 389 1051 1006 1527

PBDIT 78 127 163 177 183 202 277 410 408 659

Net profit 40 41 45 46 46 61 96 153 154 313

Cash

Accruals

52 64 88 105 108 133 203 317 312 580

Net

Worth

369 406 447 481 528 573 664 805 960 1338

Gross

Block

620 749 823 940 989 1302 1529 2044 3091 4586

EPS

(Rs.)

12 12 14 14 14 15 22 38 38 75

Interest 4.85 2.19 2.31 2.70 2.71 3.04 4.18 5.08 4.75 8.50

45 | P a g e

Coverage

Ratio

(Figures

in Rs. Crores)

Performance at a Glance

(Figures in Crores)

s

46 | P a g e

Bhushan steel Limited, an ISO 9002, QS 9000

certified and the flagship company of Rs. 2500 Crores

($500 million approx.) which is likely to go up to Rs.

3000 Crores? BHUSHAN STEEL is leading the

technological revolution in India Cold Rolled Steel

Industry today & defining new frontiers of the customer

satisfaction. It is India’s Largest (in the secondary

sector) and the only CR Steel plant with a line to

manufacture cold rolled Coils & sheets up to a width of

47 | P a g e

1700mm, as well as Galvanized steel Coils & sheets

up to width of 1350mm.

The company currently has a capacity to produce to

product 0.6 million MT/Annum of cold Tolled Steel At

Sahibabad Works and 0.4 Million MT/Annum of cold

Rolled Steel at khopoli works & out of that 0.45 million

Mt/ Annum of galvanized steel.

CHAIRMAN SPEECH

“EVERYTHING ASSOCIATED WITH THE

TRADEMARK OF BHUSHAN STEEL REFLECTS THE

COMPANY’S POSITION OF LEADERSHIP &

QUALITY, AT BHUSHAN STEEL; IT IS OUR

ENDEAVOUR TO ATTAIN THE HIGHEST LEVEL OF

CUSTOMER SATISFACTION.”

CHAIRM

AN:-

B.B.SIN

GAL

Operation :-

Bhushan steels has presence in cold rolled sheets/coils

business, with a market share of nearly 115, behind 48 | P a g e

SAIL’s38%, and Tisco’s 12%. It service the high

margin automobile and white goods sector, with

customers like Maruti, Tata motors, Mahindra’s, LG,

whirlpool etc. the company is likely to gain from a six-

year extension of its strategic alliance with sumitomo

METAL INDUSTRIES, Japan, as it would strengthen its

relationship with car manufactures like Maruti udyog.

Since buoyancy in the passenger car market is likely to

continue for the next few quarters. It should be in a

position to pass on a part of its cost increase in CR

coils to its customers. That should help it maintain

margins even as input costs rise. The upbeat mood in

automotive sector should also help the company in

smoothly commissioning new capacity at khopoli in the

second and the final phase of expansion.

49 | P a g e

TECHNOLOGY ABSORPTION, ADAPTATION &

INNOVATION

“Engaging technology, enhancing

quality………………..”

Getting an edge on quality with advance technology

The cold rolling mill complex, the first of its kind in

the Indian steel sector uses technology supplied by

global leader like Hitachi, Japan, Ebner, Austria,

Clecim, France, Fimi, Italy, Dachyun, Korea, MAN

B&W, Germany.

Enjoying the leading ranks as the third largest supplier

of steel products in the country brings in added

responsibility. Sustaining and enhancing quality has

been a constant for the organization. In the process,

BSL earned the ISO 9002, QS 9000 certification. BSL’s

long-standing relationships with most of the OEMs

associated with leading auto MNCs speak volumes for

the quality standards.

Adherence to high quality has been made possible

through heavy investment in advanced equipment- both

indigenously produced and out sourced. Balancing

technology for the right production impact has been the

main focus over the years. the right mix of technology

and processes has helped in marking BSL the leader in

50 | P a g e

its own respect. It has also achieved the rare

recognition of being appointed fort’s global resource

center. It is the first cold rolling plant recommended for

QS 9000-1998 edition conducted by DET NORSKE

VERITAS, Netherlands.

The gal vanished sheets, coils and corrugated sheets

manufactured by BSL are accepted globally, especially

in important international markets of Europe, USA,

Canada, South Africa, Kenya, Ethiopia, UAE, Qatar,

china, Taiwan, Nepal, and Bangladesh. Over the years,

BSL quality standards were upgraded through the

following technical advancement.

6 Hi 1700mm Universal Crown cold rolling mill

from HITACHI, JAPAN.

Electrolytic cleaning line with technology from

NIPPON DENRO, JAPAN.

100% Hydrogen- based high convection

annealing furnaces from WORLD LEADER,

AUSTRIA.

Skin pass mill from clecium, FRANCE.

CR slitters from Femi, ITALY and DAEHYAN,

KOREA.

48 mw captive power plaints imported from MAN

B&W, GERMANY

51 | P a g e

PROJECT METHODOLOGY

Research is a scientific & systematic search of

pertinent information on a specific topic.

Defining the research Methodology of any

study is quite essential to validate the

research and to derive the fruitful results from

them. Following are very important point for

project methodology-

1. Assemble the survey team.

2. Make the questionnaires required.

3. Collect customer contact data.

4. Selection of samples for the survey.

5. Visiting the companies alerting customers about the survey.

52 | P a g e

6. Get the questionnaires’ filled and collect the required information from the customer.

7. Evaluate the questionnaires.

8. Analyze the findings.

9. Interpret the findings.

10. Formulation of final report.

ASSEMBLE THE SERVEY TEAM :-

A survey team of two people was assembled under the guidance of marketing executives in Bhushan Steel Ltd.

Once assembled the team had to meet for discussing and clarify survey procedures especially the following:-

Things that were to be covered in the survey according to the priorities of the company.

How the survey was to be done.

Data collection and reporting procedures.

Meeting at proper intervals.

MAKE THE QUESTIONNARIES REQUIRED :-

Taking into consideration various requirement of the company the questionnaires was formed. Two

53 | P a g e

questionnaires were formed. One was customer satisfaction and other was Bhushan Steel share in customer’s overall purchase. Quality, delivery, price, and techno commercial service were the few attributes that were included in the questionnaire of customer satisfaction survey. Total purchase of the customer, from where they bought and how much quality, were the few parameters while forming the questionnaire of bhushan steel’s share in customer’s overall purchase.

COLLECT CUSTOMER CONTACT DATA :-

The data relating to customer of the Bhushan Steel was collected from company official and from the ERP (enterprise resources planning) software SAP that is installed in the Bhushan Steels. Following information was collected customer’s name & address.

SELECTION OF SAMPLE FOR THE SURVEY :-

The companies who are the direct customer of bhushan steel limited were selected randomly as the samples for the survey. The area covered during the survey was Noida. Greater Noida, Ghaziabad Faridabad, and gurgaon.

VISITING THE COMPANIES ALERTING CUSTOMERS ABOUT THE SURVEY :-

The companies selected as a sample for the survey were visited and the required information was collected from the survey.

54 | P a g e

GET THE QUESTIONNAIRRES FILLED & COLLECT THE REQUIRED INFORMATION FROM THE CUSTOMER :-

The customer of bhushan steels filled the questionnaires and the required data was collected.

EVALUATE THE QUESTIONNARIRE :-

After the collection and calculated data was presented by graphs using excel.

INTERPRET THE FINDING :-

On the basis of calculations and analysis, suggestions and recommendations were made.

FORMULATION OF FINAL REPORT:-

PROCESS FLOW CHART

55 | P a g e

OBJECTIVE OF SURVEY

56 | P a g e

Pig IronSlag Billet Caster

HR Mill

Slab Caster

Conarc Furnace

Blast Furnace

Imported Coke

Sinter

LF

DRI Plant

Iron Ore Lumps

Iron Ore Fines Coke

Fines

Oxygen Plant Power Plant

WHRB & AFBC

Coal Washery

IF

EAF

CoalIron Ore

PROCESS STARTED

The Purpose behind this survey is as follows:

1. To know the Market share of BSSL in G.C.

Sheet Market.

2. To know the Perception of dealers.

3. To know the market share of G.C. Sheet

producers.

4. To know the dealers opinion for supply

services of BSSL.

5. To know features that can be added to

services of the BSSL so that it can grip

market & can increase its market shares

well as what are the problems faced by the

customers & how they can be removed.

57 | P a g e

MARKETING SYSTEM OF BHUSHAN

STEELS & STRIPS LTD.

58 | P a g e

MARKETING

OEM TRADEEXPORT

ORIGINAL EQUIPMENT MANUFACTURER

ABROAD SALE OPEN MARKET

DIRECT TO MANUFACTURER

AS MARUTI UDYOG, FIAT, LG, FORD, YAMAHA, HONDA, HM,

ETC

SALE TO DEALERS1. DIRECT EXPORT

2. THROUGH AGENT ETC.

OEM (Original Equipment Manufacturer)

AUTOMOBILE INDUSTRY

FOUR WHEELERS

THREE / TWO WHEELERS

CLUTCH - CHAIN

MANUFACTURERS

HOME APPLIANCES

REFRIGERATORS

AIR CONDITIONERS

WASHING MACHINE

COLOUR PICTURE TUBE

59 | P a g e

BEARINGS MANUFACTURE

ELCETRICAL MOTOR/COMPRESSOR

MANUFACTURING SECTOR

EMINENT CLIENTS

“Satisfying customer, exceeding Expectations…………?”

Since inception a decade back, BSL’s dedication towards providing the best services to all customers and stakeholders has propelled the company from success to success. Through the stages of globalization and liberalization of the Indian economy, sweeping changes over the last six years, recession and the present steel boom, BSL had one point focus- quality products and timely services always.

In face of steep competition, it become imperative that company not only satisfies its customers but also exceed

their expectation. This has been achieved through the implementations of project and Deliver within schedule at appropriate costs, meeting financial

60 | P a g e

obligations in time, steady growth in performance and adherence to global quality standard.

Today’s BSL is leading the technological revolution cold rolled steel industry and setting new benchmarks in customer satisfaction. BSL has so far saved the exchequer valuable foreign exchange and grossed a whooping sales figure of $ 400 million.

BSL’s product continues to be a favorite with all quality conscious users of automobile & white goods/ domestic appliances & general engineering industries. It is no wonder that eminent corporate continue their unbounded trust in BSL and regularly sourcing it’s products. Some of them are:

AUTOMOBILE INDUSTRY

FOUR WHEELERS

Clientele

MARUTI SUZUKI ZEN, ESTEEM, ALTO, MARUTI–800,

OMNI, WAGON-R & VERSA, SWIFT

HYUNDAI XING,SANTRO & ACCENT

FORD MOTORS IKON

HONDA SIEL CITY , ACCORD

TATA MOTOR INDICA ,INDIGO ,SUMO, MARINA

FIAT UNO , PALIO

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http://www.bhushan-group.org/automobile_industry.asp


GENERAL MOTORS TAVERA, OPEL-CORSA

TOYOTA KIRLOSKAR INNOVA

MAHINDRA & MAHINDRA SCORPIO, ARMADA

ASHOK LEYLAND LCV/MCV/HCV

BAJAJ TEMPO TEMPO TRAVELLER

HINDUSTAN MOTORS AMBASSDOR, LANCER

THREE / TWO WHEELERS

Clientele

Bajaj Auto Limited / Bajaj Kawasaki

Motorcycles

Yamaha

Kinetic Motors (Suzuki Motorcycles )

Kinetic Engineering

Piaggio

L.M.L

Scooter India

Hero Honda

Honda Scooters

TVS

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HOME APPLIANCES

REFRIGERATORS

Clientele

Whirlpool

LG Electronics

Samsung

Electrolux Voltas

Electrolux Kelvinator

Godrej –GE Appliances

Videocon Appliances

Voltas

BPL Refrigeration Limited

ETA-O’ General

Daikin Refrigeration

AIR CONDITIONERS

Clientele

Hitachi

Matsushita

Birla Aircon

Carrier Aircon Limited

Hindustan Aircon

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DAIKIN sriram

Friz Air

Godrej

Kerna Engg.

Samsung

WASHING MACHINE

Clientele

LG Electronics

IFB Industries Limited

Electrolux Intron Limited

Daewoo Anchor India Limited

National Matsushita

Samsung

Videocon Appliances Limited

Whirlpool of India Limited

BPL

COLOUR PICTURE TUBE ( 0.15 M M CRCA)

Clientele

LG Hotline CPT Limited

JCT Electronics Limited.

International Electron Device Limited.

PGT component Limited.

BPL

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CLUTCH - CHAIN MANUFACTURERS

Clientele

T.I. Diamond

L.G. Balakrishna

Milton

Karamchand

Amalgamations Valeo

ELCETRICAL MOTOR/COMPRESSOR

MANUFACTURING SECTOR

Clientele

GE Motors

Crompton

Tecumseh

BPL

Kirloskar Copeland

Philips

BEARINGS MANUFACTURE

Clientele

SKF Bearings

Shriram Bearings

Harsha

Chandra

Manu Yantralaya

NRB

65 | P a g e

In today’s global competition and open economy, quality plays a vital role in marketing the products and stay ahead of other, therefore, great emphasis is given to manufacturing products that meet high standard of quality in the global market and customer satisfaction.

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INTEGRATING VALUE

ENHANCING THE WORLD OF STEEL

Bhushan Steel's Cold Rolled Steel activity produces and markets an extensive range of value added products such as CRCA (cold rolled closed annealed), Galume, Color coated sheets, High ten sile steel straps, Hardened and tempered steel, drawn tubes etc. CRCA, produced at Sahibabad facility caters to customers like Maruti and other OEMs. Its galvanizing plants are located strategically close to the ports of Mumbai, helping it to cater to the global demand at competitive prices.After having grown to a size of approximately 1 MTPA in cold rolled and coated products, the company has embarked on its Orissa project to integrate backward into the production of HR Coil and billets, so as to meet current and future internal requirements. Also, it plans to develop various EDD (extra deep drawing) grades used in the automobile's critical applications like outer body panels of cars (these are currently imported).With a strong presence in Indian steel market, Bhushan Steel Limited offers effective steel solutions to the automotive, construction and household appliance industries.A combination of technical expertise and sales service fosters a close relationship between Bhushan Steel and its customers. Clinching on its quest for excellence, the Group meets the automotive and white goods industry expectations with new products that are distinctive and ahead of the competition.

67 | P a g e

BHUSHAN STEEL LIMITED

One of the front-runners of the technological revolution in the Indian steel industry. BHUSHAN STEEL LTD is at the cutting- edge of value added cold rolling plant at Khopoli and earlier one at Sahibabad and one of the most

Advanced hot rolling plants in the world coming up in Orissa (partly in operation). Bhushan steel’s strengthening every link in the value chain. Through seamless backward integration, Bhushan steel’s vision of consolidating the entire steel manufacturing process from iron ore to specialized value added steel is rapidly taking shape.

Bhushan steel’s futuristic manufacturing facilities and exacting standards and quality norms have given its products global acceptance. Especially in important international markets like Europe, USA, Canada, Africa, china, and the Middle East etc. Be it specialized steel for the automobile and white goods industry or steel for highly discerning international clients, Bhushan steel is masterfully shaping the future of steel.

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FUNCTIONING OF MARKETING DEPARTMENT

Marketing department of bhushan steel consists of three division:

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MARKETING

EXPORT OEM TRADE

ABROAD SALE ORIGINAL EQUIPMENT OPEN MARKET

MANUFACTURER

1.DIRECT EXPORT DIRECT TO MANUFATURER SALES TO

DEALER

2.THROUGH AGENT ETC. OR TRADERS

AS MARUTI UDYOG ,FLAT,HONDA

YAMAHA, ETC

How the sales team works?

The sales team passes the sales order on which the customers of bhushan steel fills the quatation which is analysed by the company and a sales order is passed and production is made and then the product is dispatched to them and payment is collected.

Sales department

There are different division in the deparement:

1) Cold –rolled division

2) GP division

3) Tube division

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The distribution channel of the sales team works in three ways:

Direct Sales

Agent Sales

Stock Transfer

Merchant Export

FINDINGS AND INTERPRETATION

1. Customer satisfaction level with quality.

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2. Customer satisfaction level with delivery.

3. Customer satisfaction level with pricing

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4. Customer satisfaction level with techno commericial services.

5. Individual Attribute satisfaction percentage73 | P a g e

OVERALL CUSTOMER SATISFACTION

CALCULATION OF CUSTOMER SATISFATION PERCENAGE

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Attributes Average Weights Weights average

Summation Satisfaction percentage

Quality

1.1 4.02 0.5 2.01 3.195 78.3

1.2 3.81 0.5 1.905

Delivery

2.1 3.54 0.167 0.59118 3.68402 73.6804

2.2 3.72 0.167 0.62124

2.3 3.42 0.167 0.57114

2.4 3.72 0.167 0.62124

2.5 3.96 0.167 0.66132

2.6 3.7 0.167 0.6179

Price

3.1 3.65 1 3.65 3.65 73

Techno commercial service

4.1 3.68 0.333 1.22544 3.64635 72.927

4.2 3.6 0.333 1.1988

4.3 3.67 0.333 1.22211

Overall satisfaction

s.no Weight percentage Weight 75 | P a g e

percentage

1 0.25 78.3 19.575

2 0.25 73.6804 18.4201

3 0.25 73 18.25

4 0.25 72.927 18.23175

Total 74.47685

NOTE :-

1.1-CONSISTENT QUALITY

1.2-HANDLING OF COMPLAINTS & CORRECTIVE ACTION

2.1-TIMELY DELIVERY

2.2-PACKING & LEBELING

2.3-RESPONSE TO SCHEDULE CHANGE

2.4-CORRECTNESS OF DOCUMENT

2.5-TIMELY RECEIPT OF DOCUMENT

2.6-TIMELY INFORMATION OF DELIVERY

3.1- VALUE OF MONEY

4.1-SOLUTION ORIENTED APPROACH

4.2-POSITIVE ATTITUDE TO CUSTOMERS

76 | P a g e

BENEFIT TO THE CUSTOMER

Excellent surface finish

Auto shape control on both side of the mill.

Mill clean system with a synthetic coolant to avoid any coolant mark on the strip.

Electrolytic cleaning line to remove ‘IRON fines’ from strip, which helps in improving the life of salt-spray test after painting and avoids carbon soot’s completely. It also increases the tool’s life in press shop.

Latest and sophisticated EDT machine from Wald rich Siegen, Germany, to provide controlled texture for better paint adhesion and to achieve surface roughness in close tolerances.

On-line Tension-leveling equipment for better flatness and controlled elongation.

Computerized inventory control management and independent

Skin-pass mill to avoid any unwanted storage in between annealing and skin-pass process.

KATHBAR STORAGE SYSTEM is commissioned to avoid oxidation through dehumidifier to prevent rusting during storage.

Electro-static rust preventive oil spray system for controlled oil coating on CRAC surface. Oil coating can be maintained in between 0.50gms/m2 to 4.0gms/m2.

EXCELLENT MECHANICAL PROPERTIES

77 | P a g e

Practically, No Variation in Mechanical Properties

Due To 100 % Hydrogen Annealing Furnace from EBNER, Austria.

The Raw Material Selection Is Done By

Computerized Program For Different Applications

Close Tolerances On Thickness, Width And Length

X- Ray Thickness Gauge to Measure Thickness To A Fraction Of A Micron from DMC, USA.

Radiometric Thickness Checking Across the Width from DMC, USA.

Automatic Computerized Thickness Control from DMC, USA AND HITACHI, JAPAN.

Shim Less Tooling On Slitting Lines With Computerized Setting Ensures Correct Width In Close Tolerances, from Germany.

Precision Cut- To – Length Lines to Ensure Length Tolerances Better Than+/-0.75 Mm.

Automatic Electromagnetic Stacker on Shearing Lines to Produce Scratch Free steel.

BHUSHAN PROPORTION IN CUSTOMERSANNUAL PURCHASE

In such a global and competitive environment all the firms depend on number of supplier rather then a single supplier. Similar is the case with customer of Bhushan steels. They all have number of supplier because of cost, quality, non-availability etc. the graph below shows the proportion Bhushan steels sales in the customers requirement.

78 | P a g e

Mehra metal components Ltd do not prefer Bhushan Because of its price and response. Elmec Tools and devices Ltd had Requirement of colour coated sheets which has been added in Bhushan steel product portfolio 3 months ago Bhushan have started supply of the same last month only.

Bhushan steel has a wide portfolio of products under five basic products, ie hot rolled sheets, cold rolled sheets , gal vanished sheets,colour coated sheets and tubes. Colour coated and hot rolled sheets have been added very recently. They are manufactured in khopoli and orrisa plant, which have started very recently. The graph below shows the demand of steel products among the existing customers. We were supposed to find among the existing customers who requide hot rolled sheets and colour coated sheeys as Bhushan is new in this product line and wants to find market for its new products.

79 | P a g e

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FACTORS IN CONSUMERS MIND WHILE PURCHASING STEEL

PRICE 40%

QUALITY 35%

AVALIBILITY 18%

DURABILITY 7%

40%

35%

10%

15%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

1

PRICE

QUALITY

AVAILABILITY

DURABILITY

81 | P a g e

MARKET SHARE

TATA 7%

BHUSHAN 24%

JINDAL 9%

NATIONAL 8%

ISPAT 3%

LOYD 1%

Sail 50%

7%

24%

10%8% 8%

3%1%

0

0.05

0.1

0.15

0.2

0.25

0.3

TATA

BHUSHAN

JINDAL

NATIONAL

SAIL

ISPAT

LOYD

82 | P a g e

DEALER RATIO (BRAND WISE)

BHUSHAN 21%

TATA 8

JINAL 8

NATIONAL 5

SAIL 50%

ISPAT 5

LYOD 3

15

8 8

5

8

5

3

0

2

4

6

8

10

12

14

16

Bushan TATA Jindal National SAIL ISPAT LOYD

83 | P a g e

ANNUAL REPORT OF BSL

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LIMITATIONS OF RESEARCH

In a project there are always some limitation as no project can be perfect. In this project also we had few limitations mentioned below:

Time Boundation: for a project having places Noida, Greater Noida, Faridabad, and Gurgaun, 8 weeks were not appropriate which is one of the major limitation of the project.

Customer’s attitude: some customers were hesitating to give appropriate data so some of the data collected in this survey is assumed.

Some of the customers were very busy while our visit and ranked the customer satisfaction data sheet in a hurry. It might be possible they have ranked wrong in hurry.

The number of questionnaire filled are not enough to get the best result from analyzing them the reason for the same is due to ignorance of few customers. we visited 70 OEM’S out of which only 49 gave us feedback.

While calculating percentage of customer satisfaction by weighted average method, weights of attributes are assumed to be uniform.

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CONCLUSION

Bhushan steel Limited is a well-known name in steel industry. During survey it was noticed that Bhushan steel is the first choice of quality conscious consumers. Though Bhushan steel products are costly as compared to its competitors unlike Tata and sail but it is number one in quality.

Bhushan steel limited is number one in cold rolled sheets and enjoys a good reputation in the market. Though customers had complains of non availability of products with Bhushan but it is due to non availability of ht rolled sheets in the open market due to which Bhushan delays the order. This problem will be solved soon as Bhushan steel is coming up with its own hot rolled plant in Orissa.

In our survey 78.3% customers are satisfied with the quality while the overall satisfaction level was found to be 74.47%. During survey of limited sample size we found among the existing customers of new products for Bhushan in near future.

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RECOMMENDATIONS

Bhushan steel limited works on the principle of suppliers market rather than customers market which is diluting the relationship with the customers. Therefore it is important for them to adapt to customers market for sustaining good relationship.

Bhushan steel limited products should be priced a bit low to capture more market, its price should be competitive with the competitors pricing.

Bhushan steel limited should reduce the lead time (time between the order received and dispatch) to improve the satisfaction level of the customer.

Supply chain management should be made more effective.

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LEARNINGS

1) Marketing research by itself does not arrive at marketing decisions, nor does it guarantee that the organization will be successful in the marketing its products. However, when conducted in a systematic and objective manner, marketing research can reduce the uncertainty in the decision-making process and increase the probability and magnitude of success.

2) In question construction we should keep these things in mind.

Keep the language simple.

Keep the questions short.

Keep the number of questions to a minimum.

3) Advantages of sampling over complete enumeration are cost, accuracy, timelessness and amount of information.

4) For a research study to be accurate, its findings must be both reliable and valid.

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[Reliability-research means that the findings would be consistently the same if the study were done over again

Validity-A valid measure is one that provides the information that it was intended to provide.]

5) When we conduct a customer satisfaction survey, what we ask the customers is important. How, when, and how often we ask these questions are also important. However, the most important thing about conducting a customer satisfaction survey is what we do with their answers.

Apart from the above mentioned learning’s there were few more learning’s mention below

I learned the practical working of marketing department.

I learned about the integrity of steel industry, which are major players of steel industry & why they are ahead then Bhushan.

My project was customer interaction based that has given me lot of confidence to interact with different kind of people.

During my project I learned to work in team.

sDuring my eight weeks project I learned about products (hot rolled, cold rolled, galvanized sheets, color coated sheets and tubes) of Bhushan steel and while interacting with customers the various uses of these products.

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Interaction with customers is the most crucial aspect for any business and with the project like this has given me approach to interact with the customers.

Throughout my life I have heard people say, have patience, which I was unable to learn throughout my life but during last two months I have learnt to be patient.

In a research there are always some limitations and were faced by us.

QUESTIONNAIRE

Dear respondents,

We are conducting a survey to compare the

sales promotion strategies of Cold Rolled Coil and Cold

Rolled Sheet in NCR region. We request to answer the

following questions the information provided will be

used for academic purpose only.

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Thank you.

Q.1 How many brand of G.P. & G.C. sheet are sold by you?

(a) TATA (b) BHUSHAN

(c) JINDAL (d) TISCO

(e) SAIL (f) OTHERS

Q.2 Your total sale annually?

……………………………M.T.

Q.3 BHUSHAN Mkt. Share?

……………………………%

Q.4 Product of BHUSAN STEEL LTD. You are interested in?

(a) Cold Rolled Coil (b) Cold Rolled sheet

(c) Galvanized plane (d) Galvanized plane sheet

(e) Galvanized corrugated sheet

Q.5 Why you prefer BHUSHAN STEEL product?

(a) PRICE (b) QTY

(c) DELIVERY (d) Reliability

Q.6 According to you supplies of which company is better?



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(e) SAIL (f) OTHERS

Q7. Do you buy it or get it through promotional schemes of these

companies



(e) SAIL (f) ALL

Q8. Do you get timely supply of these brands with proper schemes?



(e) SAIL (f) ALL

Q9. Whose racks do you own?



(e) SAIL (f) ALL

Q10. Is there increase in sales due to display the company’s product

on racks?

a. Yes b. No

Q11. Does company offer any incentives (price off, allowance or free

goods) in lieu of displaying their products in their racks?

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(a) TATA ______________________________________________________________

(b) BHUSHAN _________________________________________________________

(c) JINDAL ____________________________________________________________

(d) TISCO _____________________________________________________________

(e) SAIL

_____________________________________________________

Q12. How many time retailers is served in a week?

a. Once b. Twice c. More than

twice

Q13. Availability of glow boards at your shop provided by company

through Promotional schemes.

a. Yes b. No

Q14. What percentage of sales promotional schemes is provided by

distributor in comparison to the schemes provided by the

corporate office?



(e) SAIL

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Q15. Other incentives offered by company time to time under sales

promotion schemes to your shop.



(e) SAIL Coke

Q16. Recommend the company or suggest schemes how to improve

their sales promotion techniques.

……………………………………………………………………………

….

Q17. What percentages of these brands are available in your shop?



(e) SAIL (e) OTHERS

Q.18 Suggestion for improvement?

……………………………………………………………………………………….

……………………………………………………………………………………….

……………………………………………………………………………………….

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……………………………………………………………………………………….

PERSONEL DETAILS

Name-

_________________________________________

_________

Address-

_________________________________________

_______

Type of outlet-

_________________________________________

___

SCHEME ENROLLED RACKSDATE------------- AREA --------------

SURVEYOR ---------------------

S.NO

NAME OF O/L

ADDRESS

ENROLLED PET TYPE OF RACK PURITY REMARK

NEW / OLD PURCHASED

ROUND/RECT %

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BIBLIOGRAPHY

MARKETING MANAGEMENT PHILIP

KOTLER

MARKETING RESEARCH RONALD S.

RUBIN

BUSINESS INDIA MAGAZINE

THE ECONOMIC TIMES NEWS

PAPER

BUSINES WORLD MAGAZINE

www.

www.

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SUGGETION AND RECOMMENDATIONS

1. Toll free no. should be made functional to minimize

the communication gape between Dealers &

Customers.

2. Company should focus on ADVRTISEMENT on T.V. to

attract small consumer.

3. BHUSHAN wall painting, Glowing Boards & Hoardings

in dealing areas along with Bhushan Logo is needed.

4. Provide Dealership certification to all Dealers.

5. Company should pay attention on small Dealers.

6. Time-to-Time survey should be conducted to know

about the current needs of the market.

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7. Company should give some Gifts, Greetings on

some special occasion or festivals like Diwali, Holi, Eid,

New Year, etc.

8. Company has to tell about reason of high pricing of its

products.

9. Company should focus on making new dealers. It

helps in restricting the competitors in the market and

also increases the sale.

10.As I know BSL is market leader and should work hard

to maintain this position.

11.Company should use renewable resources for power

production.

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bhushan

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