PROJECT REPORT

ON

STUDY OF DEMAND OF STRUCTURAL TUBES INJAMSHEDPUR

TATA TUBE DIVISION

Submitted in partial fulfillment of the requirements for the Two Year Full Time Post Graduate Diploma in Management

By: Under the Guidance of Student Name: Amit kumar singh 1.Faculty mentor: Prof Neha ZadhiEnrollment No:13023 I.T.S-IMBatch: 2011-2013 2.Industry Mentor’s: Ajay tiwary Designation: Sales O & E Manager

I.T.S- Institute of Management Greater Noida

Session: 2011-2013

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CERTIFICATE OF ORIGINALITY

I hereby declare that this Summer Internship Project is my own work and that, to the best of my knowledge and belief, it reproduces no material previously published or written that has been accepted for the award of any other degree of diploma, except where due acknowledgement has been made in the text.

AMIT KUMAR SINGH Enrollment No. 13023

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After the successful accomplishment of a project , it is the first and foremost duty of researcher to acknowledge the motivating guiding and supporting factors which led him/her to prepare analyze and finish the project report. In this context ,I would like to express my special acknowledgement and deep regards to Mr. Kamal Dealer. I express my profound sense of gratitude to Mr. Sunil Kumar who granted us to do our project work in Tubes Division of Tata Steel. I am greatly indebted to Mr. Ajay Tiwary , Sr.Manager(Sales-OE) under whose guidance and supervision I completed my project. I also thank the employees, officers and the supervisors of the company who without any hesitation gave me the details which I required during the project. They have given their valuable time to complete my project on time. I also thank to the safety department for their kind co-operation .I also thank the placement coordinator of my college and my faculty mentor Prof. Neha Zaidi for allowing me to do the project in such a renowned company. Last but not the least, Sincere thanks and heartiest gratification goes to my parents and friends whose best wishes accompanied me and inspired me during my project.

Amit kumar Singh PGDM-2PGDM-2NDND YEAR YEAR

ENROLLMENT NO. 13023 ENROLLMENT NO. 13023 Session – 20011-13 Session – 20011-13

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EXECUTIVE SUMMARY

Tubes Division, TATA Steel is the leading manufacturer of Structural Tubes in the market. This industry is highly fragmented with more than hundred manufacturing units. With an aggregate capacity of over 21lakh MT, this industry is characterized by huge over capacities. 50% of supplies emanate from the small manufacturers, most of them having strong regional presence. There is also severe threat of substitution from Rectangular hollow section, square hollow section, and circular hollow section Pipes primarily in architectural, Infrastructural and general engineering segments. Tube Division, TATA Steel is the no. 1 company in the Indian tubes industry and is the only company with the well established national network.

Keeping the main objective in mind we have find out many facts which are beneficial for us to come to our conclusion and will also help the company in various ways. The research and the survey are conducted in the proper and the structured manner to achieve our objective at its best possible way. The study was designed as a market survey and was conducted with the help of questionnaire. One set of questionnaire was designed for Dealers/Retailers . We prepared a structured questionnaire and data has been collected from all our respondents by conducting interviews. With the help of collected data several analyses have been done. By making various graphs and pie charts we have tried our best to make our research analysis more specific and clear to all.

The important facts which we have finally got are:

Tata pipes are mostly preferred in the market because of their superior quality and brand name.

Key segments and customer group of RSH,SHS, & CHS pipes are:

Market segment Customer group

Industry Infrastructure & general engineering

Process Cold storage, heating and air conditioning and other industries.

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Durability of pipes, compressive strength and highly durable ,authenticity, uniform thickness and rust free pipes are key customer requirements and expectations.

Steel quality, weld quality, galvanizing quality and surface finishing are the most important attributes, which are checked by the customers before buying the Structural pipes.

Although Tube division, TATA Steel manufactures a broad range of tube diameters (sizes), it is unable to supply those sizes which are in more demand.

Besides local competitors Jindal, Surya,Banshal, and Neezon are the strong organized competitors of TATA PIPES.

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SCOPE

To give correct information to the management of Tata tube for having the detailed market scenario of Steel tubes.

To find out the areas of satisfactions and dissatisfactions of Tata tubes.

To find out the strengths and weaknesses of competitors in the market of steel tubes.

To find out the future demand of steel tubes.

To find the market size of Steel tubes in Jhashedpur

To find out the factors that effects the demand for steel tubes

To analyze data and make recommendations about possible improvement in attributes of the product so that demand for Tata’s product can be increased.

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ORGANIZATIONAL AREAS COVERED

In 1919 Lord Chelmsford named the city Jamshedpur in honour of its founder, Jamshedji Nausherwanji Tata, whose birthday is celebrated on 3 March as Founder's Day. J. N. Tata had written to his son Dorabji Tata about his vision of a great city in the area. On Founders Day, the 225-acre (0.91 km2) Jubilee Park is decorated with brilliant lightwork for about a week, attracting people from all parts of the nation.

The city has several nicknames including 'Steel City' (which was referenced during TATA Steel's 'Green City - Clean City - Steel City' campaign); 'Tatanagar' after the name of its railway station Tatanagar Railway Station or simply 'Tata' in deference to the significant presence of Tata companies in the city and its adjoining areas.

Jamshedpur is situated in the southern end of the state of Jharkhand and is bordered by the states of Orissa and West Bengal. The average elevation of the city is 135 metres while the range is from 129 m to 151 m. Total geographical area of Jamshedpur is 149.23 km square.

Jamshedpur is home to the first private iron and steel company of India. The areas

surrounding Jamshedpur are rich in minerals, including iron

ore, coal, manganese bauxite and lime. It is a modern, industrial city; the main industries

being iron and steel, truck manufacturing, tinplate production, cement and other small and

medium scale industries revolving around these products.

The largest factory is that of Tata Steel (the erstwhile Tata Iron and Steel Company or

TISCO), situated almost at the center of the city. Tata Steel is the largest iron and steel

producing plant in India, as well as the oldest. Plans have been made for the expansion of

Tata Steel's existing plant at Jamshedpur from 7 million tonnes per annum to 10 million

tonnes per annum. It would then be the first plant in the world to have 10 million tonne

capacity in a single campus. The steel plant covers around a fourth of the land area of

Jamshedpur, and has two inland water lakes.

Tata has won awards like the Prime Minister's Trophy for Best Integrated Steel Plant for a

record five times, ranked World’s Best Steel Maker for three times by World Steel Dynamics,

world renowned Deming Prize for major advances in quality improvement.

The other major factory in the city is Tata Motors with Telcon, which manufactures heavy

vehicles and construction/earth moving equipment. Tata Motors was previously called The

Tata Engineering and Locomotive Company (TELCO), as railway locomotives were once

manufactured here. The plant spread over 822 acres is one of the largest in the country and at

peak rate can roll out 450 vehicles per day.

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Tata Cummins Ltd. (also known as TCL1) is situated beside Tata Motors.It is a joint venture

of Tata Motors and Cummins India ltd., manufacting diesel engines for vehicles assembled at

Tata Motors. Other than engines for vehicles, it also manufactures engines for generators and

marine use.

Lafarge Cement, earlier Tata Cement, is located near Tata Motors. Along with the

smokestacks of Tata Power, a coal fired captive power station that supplies a great deal of the

city's electricity, it can be conspicuously seen from the railway tracks while coming to

Jamshedpur by rail.

Tata Tinplate (the erstwhile Tinplate Co. of India Ltd.) manufactures tinplate. It was

originally a British company built in Golmuri, later on taken over by Tata. Another factory,

located near Tata Motors, is the Indian Steel and Wire products (ISWP). ISWP was reopened

after more than five years by Tata Steel. ISWP resumed production in its wire mill on

January 2, 2004, after its takeover by Tata Steel, and has commenced its rod mill operations.

Tata Motor assembly line in Jamshedpur

Other industries in the city include TRF Limited, which manufactures bulk material handling

and processing machines and other engineering goods,Timken manufacturers of industrial

bearings, Tata Ryersons, Agrico, a subsidiary of Tata Steel, manufactures agricultural

implements, and Tata Yodogawa Ltd manufactures rolls and dies for rolling mills.

Praxair and Brin's Oxygen Company (BOC), are producers of liquefied oxygen, nitrogen and

other gases, they both have plants adjacent to the steel mill.Usha Martin located in Adityapur

is a wire rope manufacturing company. Other companies are ABB, TCS, L&T, M.N.Dastur,

Danielle, Italiam Pianti.

Most of the smaller companies are located in the 'Adityapur Industrial Estate' which has been

Asia's largest Industrial hub for long.

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Findings

1. TATA Steel Tubes Division dominates in Jamshedpur market.

2. Total annual requirement of Structural tubes in Jamshedpur is more than 7500 tonnes annually.

3. Outer diameter (OD) 150*150mm, 250*250mm, 300*300mm, has the highest demand.

4. Out of total annual requirement of 7500 tonnes, 500 tons(approx) is not produced by TATA tubes.

5. TATA steel Tubes Division lacks wider range of products as Compare to its competitors.

6. Tata Tubes are mostly preferred in the market because of their Superior quality, brand name and moderate price.

7. TATA tubes do not manufacture many such dimensions which are in great demand in Jamshedpur.

8. Less range of products and order fulfilment time is the major problem which the customers of TATA tubes are facing.

9. TI and Bhushan are giving tough competition.

10. Ancillary agrees that TATA TUBES is of high quality than other steel tubes.

11. Duplication, weight and length of pipes should be corrected.

12. There is a very strong relationship between Tata tubes and Tata motors.

13. Several types’ joint initiatives have been taken between tubes and Tata motors.

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Conclusions

It is clear that the abovementioned benefits make a strong case for using Hollow Sections in Steel structures. The argument against their more general utilization is of course based on prime input costs. The purchase price per ton of Hollow Sections is significantly higher than that of hot rolled conventional long sections, furthermore the labor cost per ton for fabrication in higher because of the greater proportion of the shop preparation and welding. However, in the final analysis, when all aspects have been carefully considered and properly assessed, in a great many applications Tubular Construction is very competitive.In the case of members subject to mainly to compression forces, that is columns and bracing, Tubular Construction is the way forward.

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CONTENTS

1. INTRODUCTION TO TOPIC

2. INTRODUCTION TO ORGANIZATIONAL

3. PRODUCT OF TUBE DIVISION

4. OVERVIEW OF TUBE DIVISION

5. STRUCTURAL TUBES

6. MANUFACTURING PROCESS

7. OBJECTIVE

8. RESEARCH METHODOLOGY a. Research design b. Scaling Techniques c. Sampling

9. DATA ANALYSIS & INTERPRETATIONS

10. SWOT ANALYSIS

11. LIMITATION OF STUDY

12. SUGGESTION/RECOMMENDATIONS

13. BIBLIOGRAPHY

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INTRODUCTION TO TOPIC

Tata Structura steel hollow sections manufactured by Tata Steel, command several techno-economic advantages over conventional steel sections. Tata Structura provides better compressive strength than the traditional structurals because of their lower slenderness ratio and higher yield strength.

With high torsional rigidity and compressive strength, these hollow sections are comparably more efficient than conventional steel sections. The excellent distribution of material around the axis of the square and rectangular steel hollow sections allows for remarkable strength qualities and thus offers decisive advantages in its applications. The smooth and uniform profile of the sections minimizes corrosion and facilitates easy, onsite fabrication to significantly enhance the aesthetics of structures. A higher strength to weight ratio credits these sections with nearly 20% reduction in the use of steel.

The versatility of these sections allows for a wide range of applications as industrial sheds and exhibition stalls to space frames and sign supporting structures. The sections can also be utilized for large span portal frames, amusement parks and playground equipments, guard rails for staircases, sports galleries, pedestrian walkovers, bridges and bus stands amongst other uses.

Advantages of Tata Structura larger sections are mentioned below:

Technical advantages

Higher Radius of gyration - More compressive strength - economical for column applications

Columns being lighter, reduce the seismic loads on the structure in case of earthquakes

Exceptionally high tensional strength - effective for space frames and bending members

Replacement of lattice girders - more space for use Concrete can filled – for higher strength columns

Attributes

Liberty to designers to imagine and design Structures. Significant enhancement in the aesthetic appeal as compared to conventional sections Ease in fabrication leads to faster constructions and thus saving in Time factor. Fully wieldable across all regions of section. Uniform mechanical properties and better corner profiles. More open spaces in the total steel structure than the built up sections used structure Usage in column applications in multi-storied buildings, industrial shed ,god owns ,

warehouse etc Utilities like electrical /water supply etc can be concealed in the sections

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INTRODUCTION TO ORGANIZATIONAL

AN ORGANIZATIONAL HISTORY

A timeless vision“The nation which gains control of iron soon acquires the control of gold. “ -- These were the words that inspired a young Jamsedtji Nusserwanji Tata envisages a bold new dream for India.

Jamsedji persuaded Charles Perin - world renowned metallurgist and geologist - to come to India and work on a steel project. Charles Perin and his team discovered 3 billion tons of ore at Sakchi and Jamsedji Tata’s dream of thirty years was cast into reality. Tata Steel came into being in 1907. On 16th February 1912, the first ingot of steel was rolled out of the Sakchi plant.

The Tata Iron and Steel Company was India’s first and the largest steel company in the private sector. Today, Tata Steel ranks among the world’s top steel companies and has emerged as one of the lowest cost producers of steel in the world.Jamsedji Tata ranks among the greatest visionaries of industrial enterprise of all time. He was gifted with an open mind to absorb new ideas and a strong determination to make them happen. He was interested in everything he saw and was always looking for ways to put his knowledge to use, not just for himself but for India. He laid the foundations of Indian industry, contributed to its consolidation, and became a key figure in India’s industrial renaissance. Tata Steel is a solid manifestation of the iron grit, courage and determination of its founder, Jamsedji Tata.

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ABOUT THE PIONEERS

There is a difference between making money for oneself and creating wealth for others. TATA STEEL is a story of a business house that has created wealth for nation. This is a story of struggle, anxiety, adventure and achievement. This is the story of pioneers of TATA

STEEL.

THE FOUNDER-

Jamsetji Nusserwanji Tata (1839-1904)

Jamsetji Nusserwanji Tata ranks among the greatest visionaries of Industrial enterprises of all time.Gifted with the most extraordinary imagination and prescience, he laid the foundations of Indian industry, contributed to its consolidation, and became a key figure in India’s industrial renaissance.Born on 3rd March, 1839 into a family descended from Parsi priests in Navsari, a centre for age-old Parsi culture, he was educated at Elphinstone College, Bombay.Initiated early into the techniques of trade by his father, he traveled wide, gained a scientific outlook, and set up at first, textile business in India, introducing new machinery that vastly improved the production of cotton yarn in the country. He however realized that India’s real freedom depended upon her self-sufficiency in scientific knowledge, power and steel, and thus devoted the major part of his life, and his fortune to three great enterprises – The Indian Institute of Science at Bangalore, the hydro-electric schemes, and the Iron & Steel Works at Jamshedpur.

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PIONEERS-

Sir Dorabji Tata (1859-1933)

J N Tata had exhorted to his sons to pursue and develop his life’s work; his elder son, Dora Tate carried out the bequest with scrupulous zeal, and distinction.Thus, even though it was Jamsedji Tata who had envisioned the mammoth projects, it was in fact Dorab Tata who actually brought the ventures to existence and fruition. He was the first Chairman of the gigantic Tata enterprises.He had a deep interest in people. The great labour strike in 1920 in Jamshedpur ended in a day due to his intervention. It demonstrated India could have no better employer of labour than Sir Dorab.

A great sportsman (riding, tennis, football, cricket), he was President of the Indian Olympic Association which he served keenly with liberal funds, and total commitment. He was the Founder of the Parsi Gymkhana of Bombay, and a founder member of the Willingdon Sports Club.

His charities were numerous and munificent. The Dorab Tata Charitable Trust that he executed, covering property and crores of rupees is used today for innumerable charitable causes and institutions.

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Bharat Ratna Jehangir Ratanji Dadabhai Tata (1904-1993)

JRD Tata has been one of the greatest builders and personalities of modern India in the twentieth century.He assumed Chairmanship of Tata Sons Limited at the young age of 34; but his charismatic, disciplined and forward-looking leadership over the next 50 years and more, led the Tata Group to new heights of achievement, expansion and modernization. Under his stewardship, the number of Tata ventures grew from 13 to around 80, encompassing steel, power generation, engineering, hotels, consultancy services, information technology, art and culture, consumer goods, industrial products, etc. He was the pioneer of civil aviation in India. In 1932, he introduced air transport in the country--the enterprise later became Air India.

He implicitly followed the principles of business ethics of the great visionary Jamsedji Tata, his ideal. He also personally crusaded for issues that he felt were imperative for India’s development--family planning, women’s education, spread of literacy. The 100% successful family welfare schemes at Tata Steel and the various educational programs for all, directly emanate from JRD Tata’s insight. Numerous national and international honours were bestowed on JRD Tata. These included Knight Commander’s Cross of the Order of Merit of the Federal Republic of Germany, Bessemer Medal of the Institute of Metals, London, and the United Nations Population Award.

Government of India conferred the highest civilian award of the land, Bharat Ratna to JRD Tata in 1992. For all his colossal achievements, JRD Tata was a modest, sensitive man, forever espousing the cause of his employees. His natural love for people endeared him to all... across the entire spectrum of society.

RATAN TATA – (1993 – Till now)

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Ratan N. Tata serves as Chairman of the board, Member of Group Corporate Centre and Member of Group Executive Board of Tata Group. Mr. Tata was appointed Director-in-charge of National Radio & Electronics Company Ltd. India’s industrial renaissance. Tata Steel is a solid manifestation of the iron grit, courage and determination of its founder, Jamsedji Tata (NELCO) in 1971. He serves as Chairman Emeritus for Nelco Ltd. Tata Motors Ltd. , Tata Chemicals Ltd. , Tata Power Company Ltd. ,Tata Iron & Steel Co. Ltd. and Tata Tea Ltd. Mr. Tata joined Tata Group in 1962.

As a Chairman of Tata Industries Ltd. since 1981, he was responsible for transforming the company into a Group strategy think-tank and a promoter of new ventures in high technology businesses. In 1991, Mr. Tata was appointed Chairman of Tata Sons Ltd. the holding company of the Tata Entities and currently holds the Chairmanships of major Tata companies. During the tenure, the groups revenues have grown over ten-fold to annualized group revenues of $62.5 billion. Mr. Tata is on the Central Board of the Reserve Bank of India, a member of the Prime

Minister Council on Trade and Industry beside a member of various global councils. He is also the Chairman of two of the largest private sector promoted philanthropic trust in India.

The Government of India honored Mr. Tata with its second highest civilian award, the Padma Vibhushan, in 2008. Earlier, in 2000, he had been awarded the Padma Bhushan. He has also been conferred an honorary doctorate in business administration by the Ohio State University, an honorary doctorate in technology by the Asian Institute of Technology, Bangkok, an honorary doctorate in Science by the University of Warwick, and honorary fellowship by the London School of Economics. Mr. Tata has been on the company Board since over 19 years including 13 years in an executive capacity and is actively

STRATEGIC BUSINESS UNITS

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Apart from the main steel division, Tata Steel's operations are grouped under the following strategic business units.

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FLATSThe Flat products business group of the Steel division is the country’s largest manufacturer of world-class steel products. With a capacity of 2.5 million tones per annum of hot rolled, cold rolled and coated products, this business group produces approximately 65% of total saleable steel. The ‘steel with a soul’, ‘Tata Steelium’ is one of the first branded cold rolled steel products in India. The brand promises superior formability, flatness, surface quality, thickness, consistency and strength.

LONGSThe Long products business group of the Steel division produces value-added finished products comprising SBQ (Special Bar Quality), wire rods, merchant bars and semis in the form of continuous cast billets.

FERRO ALLOYS AND MINERALSThis business unit operates the chrome mines in Sukinda valley in Orissa and has a Ferro chrome making unit in Bamnipal and a Ferro manganese unit at Joda. It is one of the largest players in the global Ferro chrome market.

TUBESTata Steel Tubes business unit is the largest domestic manufacturer of steel tubes. It promotes three lines of businesses: Standard tubes, Precision tubes and Closed structural.

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BEARINGSTata Bearings is a leader in the auto ancillary two-wheeler market segment. It produces around22.46 million ball bearings and 2.56 million taper roller bearings.

GROWTH-SHOP

Growth Shop delivers world-class services and equipment. Over the years, it has played an important role in the modernization of Tata Steel’s Jamshedpur plant. The Growth Shop has the capacity to design, manufacture and commission equipment for the Steel and allied industries.

RINGSThe Rings division produces rings and annular products at the ring plant and Ring Rolling Mill for ball bearings, taper roller bearings, cylindrical roller bearings, spherical roller bearings and auto-components.

AGRICOTata Agrico products are the most sought after hand tools and implements for agriculture and industrial applications in the country.

SUBSIDIARY / ASSOCIATES / JVS

Corus : Europe’s second largest steel maker with operations in the UK and mainland Europe and over 40,000 employees worldwide. Its long and strip products cater to the construction, automotive, packaging, engineering and other markets worldwide. Corus is implementing major investments at its plants at Ijmuiden, in the Netherlands and at Scunthorpe in the UK as part of its drive to strengthen product differentiation, improve operational efficiency and reinforce existing competitive position, particularly in the construction and automotive sectors, including the development of new advanced high strength steels.

Tinplate Company of India Limited (TCIL) : With a market share of over 35%, it is the industry leader in India. It has the capability to supply all tinning line products including electrolytic tinplate / tin-free steel and cold-rolled products.

Tayo Rolls Limited: India's leading roll manufacturer and supplier, the company produces rolls which find application in integrated steel plants, power plants, the paper, textile and food processing sectors, and the government mint.

Tata Ryerson Limited (TRYL): TRYL Is in the business of steel processing and distribution. It offers hot and cold rolled flat steel products in customized sizes and quantities through processing services and materials management services.

Tata Refractories Limited (TRL): It produces High Alumina, Basic, Dolomite, Silica and Monolithic Refractories and offers design, procurement and re-lining applications services. It is one of the few companies worldwide to produce silica refractory for coke ovens and the glass industry. The Company has a basic bricks manufacturing unit in China.

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TRF Limited: TRF, one of India's leading companies in the business of design, manufacture, supply, installation and commissioning of engineered-to-order equipment and systems in the areas of bulk material handling, processing, reclaiming and blending. TRF has also made its mark in the fields of coke oven equipment, coal dust injection systems for blast furnaces and coal beneficiation systems.

Jamshedpur Utility and Service Company Limited (JUSCO): Re-engineered out of Tata Steel's town services, JUSCO is a wholly owned subsidiary of Tata Steel and is the country's first enterprise that provides municipal and civic services for townships. JUSCO is the only EMS 14001 civic services provider in the country

The Indian Steel and Wire Products Limited (ISWP): Recently acquired by Tata Steel, ISWP has two units - a wire unit comprising wire drawing mills, wire rod mills and a fastener division and a steel roll manufacturing unit named Jamshedpur Engineering and Machining Company - JEMCO.

Tata BlueScope Steel Limited: A joint venture with BlueScope Steel Limited, Australia, Tata BlueScope Steel Limited offers a comprehensive range of branded steel products for building and construction applications. The Company is constructing a state-of-the-art metallic coating and painting facility at Jamshedpur.

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Dhamra Port Company, Orissa: A JV between Larsen & Toubro Ltd. and Tata Steel Ltd., the company will build a deep-draft (18 meters) all weather port on the east coast of India. The port will handle 80 million tons per annum of cargo.

Hooghly Met Coke & Power Company : A joint venture with West Bengal Industrial Development Corporation Ltd., HMC&PC envisages an annual met coke production capacity of 1.2 million tones and 90 MW of electric power.

Lanka Special Steel Limited: The only unit in Sri Lanka manufacturing galvanised wires.

Sila Eastern Company Limited: Established to develop limestone mines in Thailand, mainly for the captive use of Tata Steel.

NatSteel Asia (NSA): A leading supplier of premium steel products for the construction industry. NatSteel Asia became a 100% subsidiary of Tata Steel in February 2004. NSA produces about 2 MT of steel products annually across its regional operations in seven countries.

Tata Steel Thailand: The company is the dominant steel producer in Thailand. The company has the capacity to produce 1.7 million tons of steel for the construction industry per year.

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HISTORY OF TATA TUBES

A new dimension in steel tube technology opened up in India in the early 50’s with the establishment of the Indian Tube Company Ltd.(ITC), a joint venture between Tata Steel and Stewarts & Lioyds UK(now a part of British Steel). After the disinvestments by British Steel, ITC merged with Tata Steel to form the Tubes Division in 1985, which today is the leading welded steel Tube Company in India with a manufacturing capacity of 2,50,000 tones.

The works situated in Jamshedpur have the following Plants:

High Frequency Induction Wield (HFIW) Tube Mill for black & galvanized tubes and rectangular and square hollows.

High Frequency Induction Wield (HFIW) Tube Mill for Precision Tubes.

Currently TATA STEEL (Tube Division) occupies the no.1 position in the Indian Tubes Industry and is the only company with a National Network.

Tubes Division has well established IT infrastructure, which includes an ERP system covering 30 sales points. Marketing HQ & works through WAN, Lotus Notes Mailing system & other office automation applications covering marketing and sales network. A web enabled complaint management system is also being implemented.

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Important Milestones:

1953 – Formation of erstwhile Indian Tubes Company Limited by Tata Steel, Stewarts and Lloyds.

1955 – Commissioning of F.M.(Frentz Moon)-1, For large size tubes.

1957 – C.R.(Cold Rolling) & E.R.W.(Electrical Resistance Welding ) plant started.

1959 – Seamless plant goes out in stream.

1966 – F.M.- 11 added.

1975 – E.R.W. Modernization.

1981 – British Steel decision to dis- invest outside U.K, share offered to TISCO.

1983 – TISCO,ITC arrangement for conversion of strips into tubes.

1985 – Amalgamation of Tata Steel and Indian Tubes. It becomes Tubes Division TISCO.

1990 – High frequency Induction Weld Mill(HFIW)added

1993 – F.M.1obseleted in April.

1994 – 2ND PTM(PRESICION TUUBE MILL)added.

1998 – Seamless plant obsoleted in January

CERTIFICATES

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- Tubes division has been awarded the ISO 9002 certificate since October 1994 as recognition of our excellent quality systems.

- The American Petroleum Institute has given Tubes Division, a certificate of authority to use the API monogram for Welded line pipes. TATA STEEL is an established player in this sector and has been supplying seamless tubes in casings, tubing’s and line pipes to the oil industry since 1970. In this regard, it is pertinent to mention that the company is well acquainted with stringent and specific requirements of this segment and has performed extraordinary well in catering to the needs of their customers.

- The division is recognized by central Boiler board as “Well known Tube and Pipe Maker” and granted self certification status for boiler tubes.

- Lloyds Register has approved Tubes division as a manufacturer in accordance with the accordance with the requirements of Lloyd’s register for:-Welded pipes and tubes in carbon, carbon- manganese and alloy steel.

PRODUCTS & ITS APPLICATIONS

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I. Standard Tubes: Standard tubes are extensively used in:

PLUMBING

IRRIGATION

COLD STORAGE: The cold storage industry constitutes a very important market segment for TATA PIPES. Pipes are the lifelines of cold storage unit.

TATA PIPES is the market leader in this segment.

It was found necessary that we consolidate our leadership position through a marketing strategy that shall strengthen brand loyalty, both in the short term and the long term.

II. Precision Tubes: Precision tubes are extensively used in: Automobile, power & industrial boilers,

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TYPES

Standard tubes Presicion tubesClosed

structured

Transformers, super heaters,

Economizers, heat exchangers,

Bicycles, automobiles

Railway electrification,

Furniture applications,

A team of highly qualified engineers in the research and development wing keeps pace with improved techniques and latest developments in tube technology pertaining to this field.ERW Precision tubes offer many advantages, such as Close tolerances in diameter.

III. Closed Structural: Closed Structural tubes are extensively used in:

Agricultural implement frames, amusement park & play ground equipment.

Automobile chassis, bridges, bus stands.

Conveyor gantries, cranes

Drilling rigs, exhibition stalls

Furniture, partition frames, flood light masts

Guard rails, staircase, industrial lifting equipment

Industrial sheds, large span portal frames.

Pallets, footbridge, sign supporting structures

Space frames, sport galleries, transmission line towers, trolley, trucks & bus body members and lots of other application.

PRODUCT PROFILE OF TATA TUBES

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The “Tata Steel Tubes Division” manufactures Tubes in accordance with the Lioyds Register and according to Central Boiler Board; we are a “well known pipe maker” under regulation 4C (2) of the IBR Act 1950. Few tube makers in India enjoy this self-certification status. The division has also been accredited with the ISO 9002 Certification for confirming to high quality standards.

ROUND HOLLOW SECTION - IS1161

20mm25mm40mm50mm65mm80mm100mm150mm

RECTANGULAR HOLLOW SECTIONIS – 4923

113.5*113.5* 72*72* 145*82*3.6mm 3.6mm 3.2mm4.0mm 4.0mm 3.6mm4.8mm 4.8mm 4.0mm5.4mm 5.4mm 4.5mm

4.8mm

122*61* 91.5*91.5

145*82* 100*100* 172*92* 92*48* 132*132*

145*48*

3.0mm 3.0mm 3.0mm 2.5mm 3.6mm 2.4mm 3.6mm 3.6mm3.6mm 3.6mm 3.6mm 4.0mm 4.0mm 3.2mm 4.5mm 4.0mm4.5mm 4.5mm 4.5mm 5.0mm 4.8mm 3.6mm 4.8mm 4.5mm5.4mm 5.4mm 5.4mm 5.6mm 5.4mm 4.0mm 5.4mm 4.8mm

6.0mm 5.4mm 6.0mm 5.4mm

PRODUCT SPECIFICATION

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Steel Tube Technology opened up in India in the early 1950s with the establishment of the Indian Tube Company Ltd. (ITC), a joint venture between Tata Steel and Stewarts & Lloyds UK (now a part of British Steel).After the disinvestments by British Steel, ITC merged with Tata Steel to form the Tubes Division in 1985, which today is the leading Welded Steel Tube Company in India with a manufacturing capacity of 200,000 tones.

STANDARD TUBES

Indian Standards: IS 1239 Part-1, IS 1161

British Standards: BS 1387

American Specifications: ASTM A 53

PRECISION TUBES

Indian Standards: IS: 1914, IS: 1978, IS: 2039, IS: 3074, IS: 3601, IS: 7138, IS: 8036, IS: 1161, IS: 4923

British Standards: BS: 980, BS: 1717, BS: 1775, BS: 3059, BS: 6323

American Specifications: ASTMA 178, ASTM A 214

Japanese Standards: JIS: G 3445

STRUCTURAL TUBE MILL

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Tata Pipes and Tata Structura steel hollow sections are manufactured by the High Frequency Induction Welding (HFIW) process. The process, also known as the Cold Process, uses HR strips, which are manufactured at Tata Steel’s modern hot strip mill. In the HFIW process, the slit HR coil goes through the MIG welder, while a steady flow is assured from the horizontal coil accumulator. Cold stamping is done at this stage with the TATA seal of quality. The tubes then progressively form as the strip passes through successive rolls and is followed by the high frequency induction welding at the edges to complete the weld. External beads due to weld deposition on the outer surface of the tubes are then removed to ensure a smooth surface finish. Following the welding process, an eddy current non-destructive testing machine screens out the imperfectly welded tubes. Tubes that pass the test are cut into required lengths by cold saw, which gives a smooth burr-less square cutting edge. Tubes are then packed in hexagonal bundles by MAIR auto-packing machine.

MANUFACTURING PROCESS

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Tata Pipes and Tata Structura steel hollow sections are manufactured by the High Frequency Induction Welding (HFIW) process. The process, also known as the Cold Process, uses HR strips, which are manufactured at Tata Steel’s modern hot strip mill. In the HFIW process, the slit HR coil goes through the MIG welder, while a steady flow is assured from the horizontal coil accumulator. Cold stamping is done at this stage with the TATA seal of quality. The tubes then progressively form as the strip passes through successive rolls and is followed by the high frequency induction welding at the edges to complete the weld. External beads due to weld deposition on the outer surface of the tubes are then removed to ensure a smooth surface finish. Following the welding process, an eddy current non-destructive testing machine screens out the imperfectly welded tubes. Tubes that pass the test are cut into required lengths by cold saw, which gives a smooth burr-less square cutting edge. Tubes are then packed in hexagonal bundles by MAIR auto-packing machine. Commercial tubes are manufactured by the high frequency induction welding process which commonly known as the HFIW process. Until 1993 these tubes were manufactured entirely in the old 3-inch ERW mill which can produce tubes with outside diameter 90d) ranging from 15.88 to 76.20mm. in august 1993 a new 2-inch precision mill facility was procured, with the commissioning of which, Commercial tubes of OD as low as 15.88mm and with a lower thickness of 0.99mm became commercially available. The current manufacturing range extends from 12.7mm to 76.2mm OD. The thickness range is from 0.6mmto 4.06mm.

The process entails forming of hot rolled steel strip into tubular shape and welding the edges under pressure, using induction heating. Since forming takes place at ambient temperature using cold rolled strip, a very close control on dimensions and surface finish of the tubes is possible. Pre-treated hot rolled strip, subsequently cold rolled to close tolerances, is the feed-stock for the

In the 3-inch HFIW mill, the hot rolled strips are leveled and the end cuts square to enable end to end welding of coils to form endless lengths of strips for maintaining the continuity of the mill. The strip edges are then trimmed to ensure cleanest possible surface for welding. The mill proper consists of series of forming rolls which bend the strip progressively into tubular form by centre forming with abutting edges.

The process of tube making in the 3 inch Commercial tube mill, through quite similar to that of the old mill, incorporates the latest technology. The superior edge forming technique employed here has made it possible o roll tubes with thickness/diameter ratio ranging from 1.6to10%.it has a state-of-the-art automatic weld-temperature controller, which ensures complete consistency in

the weld quality irrespective of any minor variations in the mill speed, strip thickness etc. its automatic high speed cut-off machine is designed to cut tubes of at speeds of 100 meters/minute

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Q Factor at Tata Steel

Tata Steel lays a great emphasis on quality and all the tubes manufactured undergo various quality assurance tests, to ensure customer delight. The manufacturing process is governed by a comprehensive quality plan. Each and every plant in the tubes SBU today has been certified to ISO: 9001:2000.

The quality of the product is controlled during the manufacturing process. It starts with slitting the strip edges, continues with speed, temperature control during the high frequency induction welding and is followed by non destructive eddy current testing directly after welding. In-house testing laboratory is equipped to carry out various tests as per the specific requirements.

Tata tubes are manufactured in ISO certified manufacturing facilities. The SBU also has welldocumented Customer Complaint Handling procedures for settling complaints as required by ISO: 9001:2000.

The Precision Tubes mill has been TS 16949 certified, besides being recognized as self certified Boiler Tube Manufacturer by the Central Boiler Board.

Quality Management System

It may not make sense to many in the steel industry to invest in various quality control drives during such a tough time, but for Tata Steel, pursuing such goals has been a passion and the very essence of its existence. The company has recently won the Deming Application Prize for its excellence in total quality management (TQM), the only steel company in the world outside Japan to bag the award.

The steel major, which in earlier years had been saving around Rs 200-300 crore annually, would, aided by Deming this year (2008-09), target to save around Rs 600 crore.

This is not because of the effect of market prices or impact of raw material costs going up or down, it is purely internal—from improvements in the work processes the company has brought about. The steel major’s commitment to the best practices can be gauged by Tata

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Steel. In every walk of life, whether it is in running a business, in sports or education, if you take care of the processes,

the results will take care of themselves

Tata Steel, which expects to emerge strongly from the ongoing global recession, has already put in place a revised plan for the second half of 2008-09 (Oct onwards). The plan includes techniques/benefits learnt in Deming and the target has been set in crores.

Various items, right from the raw material side to marketing & sales, several daily management items which could be done better while bringing about cost reduction, cost-cutting contributions from its ‘Aspire’ projects (problem solving, Six Sigma application, etc), efforts from supply chain management by following inventory replenishment models (while ensuring that whatever the customer was wanting was readily available to him) have been listed.

Deming is a very robust and a very involving process in which one cannot escape the enlightenment at the end of it. It is only the application of the steps involved in Deming and the consequent effects that emerged gives one the real insight into its working.

Each key performance indicator (KPI) is being tracked by the company, like zinc consumption, coal rate, coke rate, etc, including whether any delays were taking place or not.

Tata Steel – Tube Division is a three sigma company. It follows three sigma concepts. Tata tubes are manufactured in ISO certified manufacturing facilities.

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Quality Process

Tata Tube Division has a robust quality process. It starts from the beginning of the process. Each tube undergoes a extensive quality process so that there is no chance of defect. Quality process starts at the supplier’s end. Company’s quality experts go to supplier’s end and check the raw material to decide whether the material is of the best quality. After that it starts with slitting the strip edges. The quality of product is controlled during the manufacturing process. During each

process quality check is done to make sure that product is of the best quality. Product is completely quality checked before dispatching.

Company Do basically two type of testing on product. First one is Online Destructive Testing and the second one is Offline Non-destructive Testing. In first one product goes through a destructive testing. In this Tube becomes spoiled. It happens to reduce the defects. It is done when production is in continuation. That is why it is called online testing. This test is done to determine whether the pipe has holes.

Second type of testing is Offline Non-destructive Testing. This testing is done when the lot is manufactured. Non destructive testing is done with a certain objectives.

Some non-destructive testing are-

Hydraulic Testing is done for irrigation purpose. It is done to check whether pipe can handle the pressure of water.

Thrust Testing is done for automobile purpose. It is done for handling the jerks.

Eddy Current Testing In this testing current is flown through the pipe and it is checked whether pipe is crack or defected somewhere.

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Temperature is controlled during the high frequency induction.

Apart from all these testing Company also does some specified testing according to customer’s requirements. Thus company can satisfy the different customer by catering them different quality checked products. In-house testing laboratory is equipped to carry out various tests as per specific requirements.

After completing all testing company does the final product sampling. From every lot pipes are selected randomly and stored in laboratory for two years. It facilitates company to tackle future risks related to quality.

Quality policy

Company considers the research part very important. Company spends sufficient amount of money on research. Tube division does not have its own R&D department but research carries on at Tata Steel R&D center. There is special Tube section to focus on the pipes.

Company follows BIS standard to cater the domestic market. It produces the pipes according to Indian standard. There are different standards for different variants of the products.

Company follows different standards for catering the other markets. Company is focusing in producing the different products according to different weather and physical conditions.

Company also maintains quality by adopting the latest technology. It reduces the defects and improves the productivity. Currently company is using the machinery from Italy and Taiwan. Company focuses on minimizing the scrap so that quality can be improved. Scrap is reused by the company. So company has adopted good waste management system.

Competition is growing day by day so company always seeks for best technology available across the world. Company procures that technology that can improve the quality and reduce the wastage. The technology gives competitive edge to the company in this competitive corporate world.

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Role of Quality in Marketing

When any company goes for marketing of its product or services, quality of the product plays a very important role. Same is the case with Tata steel, tube and pipes division.

• Brand Name – “TATA”: The brand is the household symbol of trust and

commitment. When the sales force of the company go for selling of the product half of the work is already done as they say the brand name Tata. It is because of its good quality and very good quality nothing else.

• The best quality assurance: Tata assure their customer that they are getting the best quality. This company is accredited with different ISO certificate related to not only quality but as well as health and safety of their employees & environment in which we live.

• Long Term Relationship: Any long term relationship can be built on the basis of trust and understanding. Tata’s believe in that. They built trust in their customers by providing good quality product. Understanding is developed through continuous customer feedback system.

• Customer feedback: This is a customer centric organization. They manufacture the product according to customer need and specification. That can be understood while be in a continuous touch with the customer. They make house of the quality to better fulfill their customer requirement and so to delight them.

• Rich Product Mix: Tata’s has a very wide range of product category. They are very innovative and they always add some new and innovative product in their line. Since they are making the product according to customers requirement so it helps in widening theirproduct rang. Due to the Rich product mix they are able to cater ever changing demand of Indian market.

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• Product delivery on company’s risk: Company takes the entire risk till the product is delivered to customer’s end. If any mishaps happens during transportation, company will bear all loss and compensate that loss to the customer. This is a very good quality in terms of selling strategy of company which gives it competitive advantages and helps to gain customer trust.

• Warranty and Guarantee as per the product: They manufacture a verity of pipeproducts which use in different sectors. Like Plumbing, irrigation, cold storage, HVAC, bicycles, steel furniture, transformers, automobiles etc. So they provide warranty and guarantee of the product according to product requirement.

Distribution: Retail plays a major role in distributing the Tata Pipes Products to its consumer.

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Tata Steel- Tube Division has adopted a well formed retail infrastructure. Company sends the product to its well established warehouses at different places in the country. It has a vast presence across the country. Whenever warehouses demand for the goods company fulfills the requirement. After that Local dealers contact to the warehouses and place their orders. Thus local dealers can purchase the pipes according to their requirements and capacity. This system also reduces the inventory at dealers end and further it reduces the stock keeping risk and cost.

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APPLICATION

These tubes are widely used in:

1. Power and industrial boilers

2. Transformers

3. Super heaters

4. Economizers

5. Heat exchangers

6. Bicycles

7. Automobiles

8. Railway electrification and furniture

9. General engineering & special applications

10. Air heater

COMPETITORS

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ATLAS STEEL TUBE INDUSTRIES:

It was established in 1987 as the captive unit of Atlas cycle industries Ltd. SONEPAT pioneer of bicycle manufacturing in India. The tube rolling capacity has been enhanced to 38000 M.T by an installation of second tube mill in 1994. Precision steel tube from 12mm outer diameter are produced in thickness range from 0.70mm to 3.65 mm from automobile, bicycle, furmiture & general engineering industries confirming to national and international quality standards. A team of highly qualified and experienced engineers mining, controlling and handling the operations consistently. Continuous improvement and innovation is an unending Endeavour at atlas. Atlas is able to supply the tubes within the shortest lead time. Atlas has its high speed slitting line, modern tool room with C.N.C turning centre, tube recutting finishing facilities

TUBE INVESTEMENT OF INDIA LTD:

Tube investment of India known as the flagship company of RS 8500 cr MURUGAPPA Group. It manufactures precision steel tubes and strips, car doorframes, automotive and industrial chains and bicycle. The company has 13 manufacturing / assembly units spread across the country. Marketing office acts as an interface between customer requirements and production team. The company’s are listed on national, Mumbai and Chennai stock exchange within India and GDRs on the Luxembourg stock exchange. The company’s product segments are engineering, metal formed products and cycles. TI is the market leader in precision tubes with 61% market share by virtue of its quality and application of engineering capabilities. TI is the market leader in roll formed car doorframes with 57% market share by virtue of its cost efficiency, association with key auto majors and rolling forming capabilities. TI is the market leader in automotive chain with 35% market share by virtue of its cost, quality and delivery and association with two wheelers majors TI is the leading player in bicycle segment with 30% market share by virtue of its brand equity, product development capacity and proximity to the markets.

Bhushan Steel & Strips Limited (BSSL)

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The flagship company of the Bhushan Group was incorporated in 1983. It deals with rolled steel strips, steel ingots, and the scrap obtained from the manufacturing process. The products manufactured by the company are cold rolled steel coils/sheets, galvanized steel coils/ sheets, hardened & tempered steel strips, high tensile steel strapping, precision tubes (ERW and CEW) having applications in Automotive, Boiler & Heat Exchangers, Air Heater, Bicycle & Propeller Shafts Shock Absorbers, Textiles industry etc.

The company has entered into a technical collaboration with Sumitomo Metal Industries, Japan in order to acquire the latest know-how and the quality requirements of all clients in the engineering, Automobile & White Goods Appliances industry. Be it specialized steel for the automotive and white goods industry, or steel for highly discerning international clients. BSSL is in the process of setting up one of the most advanced Hot Rolling Plants of the world in Orissa.

Automobiles & White Goods/ Domestic appliances & General Engineering Industries Its automobile clientele includes Maruti Udyog, Honda, Telco, Hindustan Motors, GM Hyundai Motors, Ford Motors, M&M, Richer Tractors, Ashok Leyland, LML, Scooters India Ltd, Bajaj Auto, Honda Motorcycle, Yamaha Motors and Bajaj Tempo.

Its Home Appliance clientele includes LG Electronics, Whirlpool, Videocon, Daikin Shriram, National Matsushita, Samsung Electronics Godrej, Voltas, IFB, Fedders Lloyd, Carrier Refrigeration, Electrolux Group, Hitachi Air conditioners, KF Bearing Cromptom Greaves, BPL and Philips India. Its Engineering clientele includes BHEL Aistom Limited, L&T, GE Motors, Jhonson Lift, Kone Elevator, Lucas TVS, NRB Bearing, Harsha Engineers Limited, Bundy India Limited and Tecumseh.

Clientele

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Tata’s have a very big client base. They export in forty-two countries. Here is some of the

name given.

• Hero Honda

• TVS

• Yamaha

• Tata Motors

• Exports in 42 countries

• Australia, U.K., Oman, Singapore, South Africa, etc

Tata has been providing the best quality products over the years. That is the reason it has a rich clientele which includes big corporate houses like Hero Honda, TVS and Tata Motors itself. Tata Pipe is exported in different countries as well. There are many countries across the world where product is exported. Tata supplies the product according to the weather and other conditions. Thus Tata has a strong client base in domestic and foreign markets as well

Complaint Handling

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Complaint handling is one of the major tasks done by Tata tubes. Tata tubes not only ensure best quality service and products but also accept the complaints if any fault arises due to there negligence. The fault may be technical i.e. it may occur during the production process or the fault may be due to the miss handling in case of packaging or delivery. Every fault is taken in concern and a proper complaint handling process is implemented to overcome loop holes. The handling is a well documented procedure to settle the complaints and providing solution to it. The procedure of complaint handling is approved by ISO 9001: 2000.

The procedure adopted to settle the complaints is properly synchronized and implemented after ample research done to improvise the process. The process so selected is the best process among the various alternative. The process is such that, as the complaint is launched by the customer, a report is prepared containing detailed description to be handled. The company appoints a

surveyor who makes a note of the complaints launched; chronologically arrange the complaints as per his priority to be handled. The first listed complaint in his list is settled in a particular procedure. The procedure implemented by the surveyor is: he visits the customer’s place make a descriptive check of the product, identify the complaints and the fault, assure the customer that

the complained has been taken into consideration and a quick solution will be given, prepare a report on the significance of the complain, submit the report to the company and lastly the company pays compensation if the fault is found. The tool of negotiation is used during settlement of the complaint.

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OBJECTIVE

The objectives of the research were as follows:-

1. To identify the factors hampering the sales of Tata pipes

2. To study the relation between the capital of the shop and annual requirement of Tata pipes.

3. To identify key factors influencing retailers or dealers choice for TATA Pipes.

RESEARCH METHODOLOGY

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RESEARCH DESIGN. SCALING TECHNIQUE. SAMPLING. QUESTIONNAIRE & DATA COLLECTION.

RESEARCH DESIGN

1.Types of Information’s Required .

a. What are the different brands of Structural Tubes available in the market.

b. What are the different size (N.B) in which Tata Tubes (Structural) are available.

c. How many retailers are there in Jamshedpur who stock Structural Tubes. d. What is the variable a customer takes into account while purchasing a STP tubes

e. What are the various factors on which the performance ofTata Tube can be rated.

1.Source’s of Information’s

a.Secondary Source –

i. The information regarding the various size in which the Tata Tube are available was retrieved from the Structura Tube’s BROCHURE. The brochure contained the information size in which the Tata Tube is available in light, medium & heavy category, the different specification of the Tube and the mill in which they are produced.

ii. The various factors on which the customer can rate the performance of Tata Tube were available from the customer feedback report of 2009-2010.

iii. The data related to the sale & promotion of Tata Tube was obtained from the report of accounts department.

a. Primary Sourcei.

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i.A pilot survey was conducted in Jamshedpur to know the various variable/factor which a customer takes into account while purchasing a Structural Tube.

ii. A pilot survey was also conducted to know the various retailer who stock STP Tube’s.

iii.An unstructured interview was taken of the officers in the sales office to know about the strategies related to incentive schemes, warehousing, promotions & targets set for the dealers.

EXPLORATORY RESEARCH: It is that type of research design the primary objective of which is to provide insights into and comprehension of the problem situation confronting the researcher.

This was done by having a discussion with the project guide and the salesperson of Tata Tubes.

. Information was also collected by going through the annual sales report of

Tata tubes & various journals of Tata Tubes.

DESCRIPTIVE RESEARCH: It is a type of conclusive research that has its major objective the description of something usually market out the following characteristics or functions.This was done by carrying steps:

A list of various authorized dealers involved in the sale of TATA Tubes was prepared.

The counter potential of every retail outlet was found.

The strength and weakness of Tata Tubes was assessed by interacting with the retailers.

SAMPLE ELEMENT: It is the object the possess the information sought by

researcher and about which inferences are to be made.

In our project the sample element are the various retailers who are certified TATA TUBES, non-certified TATA as well as non-TATA dealers.

SAMPLE EXTENT: Extent refers to the geographical boundaries under consideration.

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In our project the sample extent was the various districts of Jamshedpur

SAMPLE TECHNIQUE: The technique used was Convenience sampling.

Convenience sampling is a non- probabilistic sampling technique that attempts to obtain a sample of convenience elements.

Secondary data: Is the data that has been collected earlier by someone else.It was collected after going through the annual planning report of TATA TUBES, sales report & various journals published from TATA TUBES.

Primary data: It is originated by the researcher for the specific purpose of addressing the research problem. It is the data collected directly from the market place with customers, traders,& suppliers often the major resource.

Primary data was collected from the market place by interacting with the distributors & retailers through the survey method. The

questionnaire used in the survey have both structured as well as unstructured questions

SCALING TECHNIQUES

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Data collection techniques

Secondary data Primary data

Scaling techniques was used to find out which variable is important/unimportant for the customer while purchasing a Structuraltube.

For our purpose we use the Likert Scale. The respondent was askedto indicate on a 5 point numerical scale the degree to which they feel a certain variables is important while purchasing a Structural Tube.

The scale was

5. Extremely dissatisfied4. Somewhat dissatisfied3. Neither satisfied nor dissatisfied2. Somewhat satisfied1. Extremely satisfied

The weight used was 5, 4,3,2,1 respectively. The respondents wereasked to rate on this scale the various factors.

Another scale was developed for the dealer to rate the performance level of the Tata Tube on different aspects.

The Five Point Scale was.

5. Very important4. Somewhat much important3. Important2. Not much important1. Not at all important

Again the weights used were 5, 4,3,2,1 respectively

DATA ANALYSIS AND INTERPRETATIONS

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OBJ1: To identify the factors that hampering the sales of Tata pipes

highly satis-fied32%

Satisfied36%

Highly dissatis-

fied20%

Dissatisfied12%

Price

highly satisfiedSatisfiedHighly dissatisfiedDissatisfiedNone of the above

Dealer46%

Re-tailer54%

are you a dealer or retailer

DealerRetailer

As the retailer or dealer are somehow satisfied from the price of Tata tubes and pipes as the percentage is approx (32%) for highly satisfied and (36%) for satisfied but on the other hand (12%) or (20%) retailer are dissatisfied & highly dissatisfied from the price of the tubes ,so we can say that price is the factor that hampering the sales of Tata tubes and pipes.

HYPOTHESIS:

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x15a * x19 CrosstabulationCount

x19

TotalDealer Retailer

x15a highly satisfied 5 11 16

satisfied 7 11 18

highly dissatisfied 6 4 10

dissatisfied 5 1 6Total 23 27 50

Chi-Square Tests

Value df Asymp. Sig. (2-sided)

Pearson Chi-Square 5.923a 3 .115Likelihood Ratio 6.196 3 .102

Linear-by-Linear Association 5.436 1 .020

N of Valid Cases 50

a. 3 cells (37.5%) have expected count less than 5. The minimum expected count is 2.76

H0 : There is no relationship between retailer or dealer and price of the tubes.

H1 : There is a relationship between retailer or dealer and price of the tubes and pipes.

As value of χ2

is 5.923 and its significance level is 0.115 hence null hypothesis will be accepted. Therefore all retailer or dealer with different view’s has certain reason behind using Tata pipes because according to him price do not affect the purchase decision of dealer or retailer as well as in the graph only 32% of retailer or dealer are dissatisfied with the price but 68% are satisfied with price so the dealer or retailer who are not satisfied with price they only want to switch over another brand.

OBJ2: To study the relation between the capital of the shop and annual requirement of Tata pipes .

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1 crore to 2

crore26%

2 to 3 crore16%3 to 4

crore32%

4 to 5 crore18%

more then 5 crore8%

What is the capital of your shop

1 crore to 2 crore2 to 3 lack3 to 4 lack 4 to 5 lackmore then 5 lack

High30%

Medium38%

Low20%

No idea12%

Your annual requirement of tata pipes

HighMediumLowNo idea

The graph simply describe that according to capital the requirement of tubes & pipes is being continuously change so the retailer who have a capital of 1 to 2 Crore (26%) have high requirement (30%) of Tata pipes similarly the retailer who have a capital of 2 to 3 crore (16%) have medium requirement (38%)of Tata pipes as well as the retailer who have a capital of 3 to 4 crore (32%)have a low requirement (20%) of Tata pipes.

HYPOTHESIS:

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x11 * x18 Crosstabulation

Count

x18

Totalhigh medium low no idea

x11 1crore to 2crore 1 5 5 2 13

2 crore to 3 crore 4 2 1 1 8

3 crore to 4 crore 5 6 2 3 16

4 crore to 5 crore 1 6 2 0 9

more then 5 crore 4 0 0 0 4Total 15 19 10 6 50

Chi-Square Tests

Value df Asymp. Sig. (2-sided)

Pearson Chi-Square 20.665a 12 .049Likelihood Ratio 22.344 12 .034N of Valid Cases 50

a. 19 cells (95.0%) have expected count less than 5. The minimum expected count is .48.

H0 : There is no relationship between capital and annual requirement of Tata tubes and pipes.

H1 : There is a relationship between capital and annual requirement of Tata tubes and pipes.

As value of χ2

is 0.049 hence alternate hypothesis will be accepted. Therefore all retailer or dealer have a different requirement of Tata tubes and pipes according to their capital structure.

OBJ3: To identify key factors influencing retailers or dealers choice for TATA Pipes.

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not at all imp12%

not much imp12%

imp34%

some what much imp

18%

very imp24%

Price

not at all impnot much impimpsome what much impvery imp

Dealer46%

Retailer54%

are you a dealer or retailer

DealerRetailer

The graph simply describe that the majority of retailer or dealers said that price is some very important factor because if the price if the price would be high then the retailer as well as dealer will switch from one brand to another brand so that they rate (34%) for important

(24%) for very important and (18%) for somewhat much important.

SWOT ANALYSIS

TATA PIPES

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STRENGTHS:

Tata pipes are known for their superior quality. Hence the retailer tends to recommend and sell it to the customers and hence keep a good amount of stock.

Tata Pipes has a good brand image and hence a good brand equity. It is a brand which sells by name. Therefore retailers do not hesitate to stock it.

Tata Pipes distribution network is most transparent among the steel pipes companies. Anyone can view the distribution of tata pipes their broachers or in websites.

Tata Pipes works with its 3c’s which updates its product from time to time.

WEAKNESSES: The biggest weakness of Tata pipes distribution network is its distribution

monopolistic approach. A good number of a retailers complaint about the lack of transparency in dealings,

communication gap, not clear about the various schemes for the retailers. There is a clear cut lack of awareness about the latest developments of TATA

Pipes .For example: Most of the retailers complaint about the rusting problem in steel pipes, they know nothing about the new GI pipes of TATA, which comes with AAJEEVAN guarantee.

The profit margin given to retailers of TATA Pipes is lower and the retailers’ complaint about price monopoly and absence of any sort of negotiation by the distributor.

Due to its high price middle and lower class family can’t afford it

OPPORTUNITY:

The biggest opportunity for Tata Pipes is in government supplies. With rapid industrialization of the state, Tata pipes has immense potential in future.

Another big opportunity for Tata Pipes is the brand image and the goodwill, which it carries. No other company was found matching it in the city and it can be encashed if exploited properly.

Introduction of its new product line. Tata Structura which is specifically used for architectural purpose.

THREATS:

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The biggest threat for TATA PIPES is tendency of retailers to the customers to switch over to the other brand due to lack of transparency in price. and offers and unavailability, lower prices of other brands , greater margin and quick availability is a threat.

Some retailers declined to stock TATA PIPES for the similar reasons and directly to the distributors, if brand loyal customers ultimately refuse to switch over to other brands.

The upcoming of PVC pipes which are in great demand now a days, and is cheap as compared to steel pipes.

Import from china – tubes and tubular components.

LIMITATIONS OF THE STUDY

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All the dealers and industrial user of Jharkhand were not covered because of constraints of time.

-The study was restricted to certain specific areas of Jharkhand which may not seem to present the general picture of product.

-Respondents unwillingness to provide adequate information were consequent upon time constraints and personal inconveniences.

-Sampling and non-sampling errors might have crept in and attempt is made to minimize them.

-Considering the mammoth size of the market the sample size was probably inadequate as covering each and every department, which was at geographical disparate location, was not feasible.

-Since the topic was sensitive the industrial users were very reluctant to talk about it.

-Since the topic was very vast and difficult it was not possible to touch each and every aspect of the topic in a short time period.

SUGGESTION /RECOMMENDATIONS

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Enhance Brand visibility through retail identity program.

Enhance the channel capacity by implementing channel development program.

Strengthening retail network in identified territories.

Marketing personnel should interact with the retailers as well as customers on regular

basis.

Customer complaint should be resolved within the predetermined duration.

Need for additional range of product for catering to new markets/customers.

Increase in sales volume possible only with superior availability.

Like other competitors, Tata pipes should also conduct product promotional program

regularly.

Different schemes offered by Tata Pipes should also be reached to the small retailers

TATA tubes should focus on all such dimensions which they do not manufacture but

are in great demand in Jamshedpur market. It corresponds to nearly 50% of the total

market.

Tata pipes can increase the market share by increasing the no of distributors.

Quality of HFIW process is superior to the quality of FM process.

Bend ability, thread quality, weld quality and zinc coating of Tata pipes are the

excellent.

BIBLIOGRAPHY

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MARKETING MANAGEMENT - PHILIP KOTLER

MARKETING RESEARCH - DAVID LUCK & RONALDS RUBIN

TATA SEARCH- A JOURNAL FOR TECH ADVANCES

Websites : www.tatatubes.net www.tatasteel.com www.google.com www.tiindia.com

www.indianinfoline.com www.tube.net.com

Magazines : Business India Tata Tubes (magazine) - Structural tubes

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