Neha Nayyar 2009 Report

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Transcript of Neha Nayyar 2009 Report

SUMMER TRAINING PROJECT REPORT ON EVALUATION OF SAILS RETAIL MODEL COMPARED TO THE COMPETITORS STEEL AUTHORITY OF INDIA

FOR THE PARTIAL FULLFILLMENT OF THE REQUIREMENT FOR THE AWARD OF POST GRADUATE DIPLOMA IN BUSSINESS MANAGEMANT

SUBMITTED BY NEHA NAYYAR PGDBM 2009 2011

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CERTIFICATE

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ACKNOWLEDEGEMENT

This experience with STEEL AUTHORITY OF INDIA LTD. could not have been more enriching. The company gave me an excellent opportunity to learn the true dynamics of the market.

I would like to take up this opportunity to heartily thank Mr.Vivek Singh, Senior Manager (Marketing-LP) NR for guiding me throughout the project. The learning made would not have been possible without his invaluable guidance. I would like to express my sincere gratitude to Mr.V. K. Pandey, DGM (MAG) & Mr.Pritam Saha, AGM(M-Retail) NR for extending their valuable support to me during project.

I would also like to thank all SAIL executives across Delhi, Faridabad and Ghaziabad branches for supporting me throughout the project. They extended their best support, taking time out of their busy schedules. I would specially like to mention Ms. Meena Sharma as she was the first person who guided throughout the project.

This project would not have been possible without the help of the above mentioned anf all else whose names I may have missed out.

Thanking You Neha Nayyar NIILM-CMS

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EXECUTIVE SUMMARY

As a Commercial organisation dealing with production and marketing of Iron & Steel, maximising returns under the prevailing marketing conditions are of critical importance for Steel Authority of India Limited (SAIL). Under present marketing conditions, SAIL has to compete with other players in domestic & foreign markets. The project covers the EVALUATION OF SAILS RETAIL MODEL COMPARED TO COMPETITORS. It also includes dealers activities evaluation and their scope of improvement. So that SAIL can revamp its retail model in order to have maximum outreach to the end consumer. For this first I studied the present retail model. Followed by a market research to study the present standing of the channel. Then I gave my recommendations on the bases of analysis done of data collected, about how we can be the market leader.

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TABLE OF CONTENT

CHAPTER ONE

COMPANY PROFILE:y y y

y y y

Vision, Mission, Value Overview Brief details of SAIL Integrated Plants SAIL CMO and ITD Product and their Applications Dealer Network Company at present

CHAPTER TWO

PROJECT ON RETAIL CHANNEL EVALUATION.

y y y y y y y y y

SAIL Dealership Scheme Number of dealer in branch of Northern Region Objective of study Research Methodology Survey Analysis with Graphs Conclusion Scope of Improvement Questionnaire BIBLIOGRAPHY

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THE COMPANY

Theres a little bit of Sail in everybodys life-

Goes the brand tagline

Steel Authority of India Limited (SAIL) is the leading steel-making company in India. With a turnover of Rs. 43,935 crore, the company is among the four Maharatnas of the country's Central Public Sector Enterprises. It is a fully integrated iron and steel maker, producing both basic and special steels for domestic construction, engineering, power, railway, automotive and defence industries and for sale in export markets.

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COMPANY PROFILESAIL is Indias largest steel producer with a turnover of Rs. 40,551 crore in 2009-10 It operates and owns five integrated steel plants at Bhilai, Durgapur, Bokaro, Rourkela and Burnpur and three speciality steel plants at Salem, Duragapur and Bhadravati. A subsidiary at Chandrapur produces ferro alloys. It is one of the Largest Producer of Iron Ore in India with 23.4 MT productions in the year 09-10. SAILs countrywide network comprises 37 Branch Sales Offices, 67 Warehouses, 26 Customer Contact Offices. With total number of dealers reaching 2500, SAIL has its presence in almost all districts of the country. To develop new technology for the steel industry and achieve world standards in quality, SAIL has a well equipped Research &Development centre for Iron &steel at Ranchi. Besides, it has its in house Centre for Engineering &Technology, the management Training Institute and Safety Organisation at Ranchi. The company is presently implementing a massive expansion plan to increase its hot metal, crude steel and saleable steel production. The ongoing expansion has been planned to achieve saleable steel production of 20.23 million tonne, at a cost of Rs. 37,000 crore (USD 8 billion) approximately by 2012.

SAIL has successfully planted seeds of promise, strengthening the nation and touching the lives of millions as largest steel producer of the country. SAIL has been fulfilling responsibilities that came with it.

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HISTORY A Rich HeritageThe Precursor SAIL traces its origin to the formative years of an emerging nation - India. After independence the builders of modern India worked with a vision - to lay the infrastructure for rapid industrialisation of the country. The steel sector was to propel the economic growth. Hindustan Steel Private Limited was set up on January 19, 1954. Expanding Horizon (1959-1973) Hindustan Steel (HSL) was initially designed to manage only one plant that was coming up at Rourkela. For Bhilai and Durgapur Steel Plants, the preliminary work was done by the Iron and Steel Ministry. From April 1957, the supervision and control of these two steel plants were also transferred to Hindustan Steel. The registered office was originally in New Delhi. It moved to Calcutta in July 1956 , and ultimately to Ranchi in December 1959. The 1 MT phases of Bhilai and Rourkela Steel Plants were completed by the end of December 1961. The 1 MT phase of Durgapur Steel Plant was completed in January 1962 after commissioning of the Wheel and Axle plant. The crude steel production of HSL went up from .158 MT (1959-60) to 1.6 MT. A new steel company, Bokaro Steel Limited, was incorporated in January 1964 to construct and operate the steel plant at Bokaro. The second phase of Bhilai Steel Plant was completed in September 1967 after commissioning of the Wire Rod Mill. The last unit of the 1.8 MT phase of Rourkela - the Tandem Mill - was commissioned in February 1968, and the 1.6 MT stage of Durgapur Steel Plant was completed in August 1969 after commissioning of the Furnace in SMS. Thus, with the completion of the 2.5 MT stage at Bhilai, 1.8 MT at Rourkela and 1.6 MT at Durgapur, the total crude steel production capacity of HSL was raised to 3.7 MT in 1968-69 and subsequently to 4MT in 1972-73. Holding Company The Ministry of Steel and Mines drafted a policy statement to evolve a new model for managing industry. The policy statement was presented to the Parliament on December 2, 1972. On this basis the concept of creating a holding company to manage inputs and outputs under one umbrella was mooted. This led to the formation of Steel Authority of India Ltd. The company, incorporated on January 24, 1973 with an authorized capital of Rs. 2000 crore, was made responsible for managing five integrated steel plants at Bhilai, Bokaro, Durgapur, Rourkela and Burnpur, the Alloy Steel Plant and the Salem Steel Plant. In 1978 SAIL was restructured as an operating company. Since its inception, SAIL has been instrumental in laying a sound infrastructure for the industrial development of the country. Besides, it has immensely contributed to the development of technical and managerial expertise. It has triggered the secondary and tertiary waves of economic growth by continuously providing the inputs for the consuming8

industry VISION

To be a respected world-class corporation and the leader in Indian Steel business in quality, productivity, profitability and customer satisfaction.

CREDO

y y y y y

We build lasting relationships with customers based on trust and mutual benefit. We uphold highest ethical standards in conduct of our business. We create and nurture a culture that support flexibility, learning and is proactive to change. We chart a challenging career for employee with opportunities for advancement and rewards. We value the opportunity and responsibilities to make a meaningful difference in peoples lives.

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PlantsBhilai Steel Plant Nine - times winner of Prime Minister's Trophy for best Integrated Steel Plant in the country, Bhilai Steel Plant (BSP) is India's sole producer of rails and heavy steel plates and major producer of structural. The plant is the sole supplier of the country's longest rail tracks of 260 metres. With an annual production capacity of 3.153 MT of saleable steel, the plant also specializes in other products such as wire rods and merchant products. Since BSP is accredited with ISO 9001:2000 Quality Management System Standard, all saleable products of Bhilai Steel Plant come under the ISO umbrella. At Bhilai IS0:14001 has been awarded for Environment Management System in the Plant, Township and Dalli Mines. It is the only steel plant to get certification in all these areas. The Plant is accredited with SA: 8000 certification for social accountability and the OHSAS18001 certification for Occupational health and safety. These internationally recognised certifications add value to Bhilai's products and helps create a place among the best organisations in the steel industry. Among the long list of national awards it has won, Bhilai has bagged the CII-ITC Sustainability award for three consecutive years.

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BOKARO STEEL PLANT - A PARTNER IN NATION BUILDING

History Bokaro Steel Plant - the fourth integrated plant in the Public Sector started taking shape in 1965 in collaboration with the Soviet Union. It was originally incorporated as a limited company on 29th January 1964, and was la