A SUMMER INTERNSHIP PROJECT REPORTOn

MARKET RESEARCH ON TATA SHAKTEE GC SHEETS

SUBMITTED TO :

KRUPAJAL BUSINESS SCHOOL BHUBANESWAR

SUBMITTED BY:

Ekramul Haque Ansari REG: 10kb026 PGDM (2010 12)

A Summer Internship Project Report

On

MARKET RESEARCH ON TATA SHAKTEE GC SHEETS

Submitted in partial fulfillment of the requirements for the degree of

Post Graduate Diploma in Management (Marketing)

By

Ekramul H Ansari

(REG No: 10kb026) (2010-12)

Under the guidance of

Mr.UJJWAL DESAI

A Study Conducted for TATA STEEL JAMSHEDPUR

AtKRUPAJAL BUSINESS SCHOOL

BHUBANESWAR, ORISSA PUBASSAN, KAUSALYA GANGA, BHUBANESWER.

ACKNOWLEDGEMENT

The accomplishment of this project “Market Research on Tata Shaktee GC sheets” would not have been possible without the assessment and proper guidance of experienced and notified person in the marketing and sales field. It is their care and guidance which helped in completion of the project in due time without which perhaps it would not have seen the light of the day.It is my privilege to express few words of gratitude and respect to all those who guided, helped and inspired me in completing this exhaustive project.

It gives me immense pleasure to express gratitude to our guide Mr. UJJWAL DESAI (HEAD SALES –RETAIL FLAT PRODUCTS) and Mr. GAUTAM GHOSH who gave their constant support, guidance, encouragement, and valuable suggestions during this project which was the key to make this project report a successful one.I would also like to express sincere gratitude to all the people of Tata Steel. I would also like to thank the retailers for their whole hearted participation and feedback in my questionnaire. I would also like to offer my sincere regards to our lectures at Krupajal Business School, Bhubaneswar for the knowledge they imparted to us and their kind co-operation.

And finally I would like to express my gratitude to my college authorities who gave us permission to do my summer internship in world renowned company like TATA STEEL. I could have never learned so much by attending classes and reading study materials but now I have a far better idea of the practical side of my specialization.

Ekramul H Ansari\

EXECUTIVE SUMMARY

It was a great opportunity to do this project for TATA STEEL, sales and marketing department, Jamshedpur. The basic objective of the project is to identify the acceptance of GC sheets below .3mm of Tata Shaktee. Moreover, to know the current market of GC sheets of various thickness of Tata Shaktee and its competitors . It was important to know the opinion of the end users about the quality of the product and usage.

Keeping the above objective in mind, every effort was made to reach to the factual position at the ground level and was tried hard to figure out the constraints. The questionnaire was prepared with due diligence so that concrete and real issues could be captured. The primary data collected thereby was of quality and has thrown up some revealing facts. Detailed analysis of the raw data depicted the trend prevailing in the market about its market share and other segments of the marketing which are of immense value. On intense study of the various facets, it is being felt that Tata should launch below .3mm thickness in the market. In this era of brand consciousness It should also try to provide effective discount rate and different programs to attract more customers as well as retaining the present customers.Other vital things are maintaining good customer relationship by promotional schemes, raising the credit limit that is being offered to most of the companies. In fact, the brand of the group is known for high degree of trust, loyalty, worthy price and dependability. Tata’s are known by their brand and their Endeavour is for carving a niche in whatever business they are in. Tata’s have maintained high standards in addressing customer grievances and I’m sure that the outcome of this study will be taken in the right perspective and hope it will act as a tool for improving the quality of products and services.

Table of Contents

S N Contents Pg No

1. Introduction 5

2. Industry / Company overview 6-8

3. Review of Literature/ Theoretical

Background

9-18

4. Objectives 19-24

5. Research Methodology 25-28

6. Data Analysis , Results and Interpretation 29-78

7. Finding 79

8. Conclusions 80

9. Limitations of the project 81

10. Recommendations 82

Introduction

Introduction

What is the project ?

The project is about market research of Galvanised Corrugated Sheets for TATA Shaktee

for below .30 conducted in Jharkhand region under two territories(PASA Sales & Shree

Ram sales).

Definition and purpose of the project

Definiton- Market Research was done for the project to know about the market

conditions for below .30mm related to the launch of Gc sheets in Jharkhand region.

Purpose of the project;

This project was conducted to know about the market conditions for below .30 mm Glavanised

Corrugated Sheets which TATA STEEL is going to launch under its brand name TATA Shaktee

and to know the responses of the customer and dealers before the launch of the project….

SCOPE OF THE PROJECT

Study enables the company to know the major opportunities in the market of its product tata shaktee galvanised corrugated sheets below .30mm<thickness wise>, and also to analyse its market share with other competitors above .30mm. Its also about designing a strategy which will help the company in increasing their sales if the company come up with a product range below .30mm of tata shaktee gc sheets.

Salient Contributions of the project

This project helped in knowing the market share of TATA Shaktee and its competitors related

to the project and the market strategies adopted by TATA Shakteee and competitors for the

sale of their products and also what kind of promotional activities these companies adopt for

the sale of their products.

Outline of the project report

The research for this project was conducted in different regions after visiting all the

dealers and non dealers in different areas:

The regions are divided in following two territories:

A.Pasa Sales:These are the number of regions which comes under Pasa territory:

Jamshedpur Ranchi Hazaribagh Ramgarh Daltonganj

Gamhariya Adityapur Ghatsila Bahragora Chakulia

Kuju Kunti Simdega Chatra

B.Shree Ram Sales: These are the number of regions which comes under Shree Ram

Territory

Dhanbad Bokaro Deoghar Jamtara Sahebganj

Giridih Godda Pakur Dumka

Industry / Company overview

HISTORY OF TATA STEEL

The Founder - Jamshetji Nusserwanji TataBorn - 3 March 1839 Navsari, Gujarat, IndiaDied - 19 May 1904 (aged 65) Bad Nauheim, GermanyOccupation - BusinessmanSpouse - Hirabai Daboo

Jamsetji Tata was born to Nusserwanji and Jeevanbai Tata on 3 March 1839 in Navsari, a small town in South Gujarat. Jamsetji worked in his father's firm till the age of 29. In 1868, he started a trading company with a seed capital of Rs. 21,000. In 1869, he acquired a bankrupt oil mill in Chinchpokli, converted it into a cotton mill and renamed the mill to Alexandra Mill. He sold the mill two years later for a healthy profit. Thereafter he set up a cotton mill in Nagpur in 1874. He christened it Empress Mill on 1 January 1877 when Queen Victoria was proclaimed empress of India.

The period following establish of Empress Mill was the most poignant period of Jamsetji's life. Over the next thirty years till his death in 1904, Jamsetji laid the foundations for the Tata Group as we know it today. He devoted himself to bringing to fruition three of his key ideas: setting up an iron and steel company, a world class learning institution and a hydro electric plant. Ironically none of the ideas became a reality during his lifetime

Pioneers – Sir Dorabji Tata

Born –August 27, 1859

Died -June 3, 1932

Dorabji Tata was an Indian industrialist and philanthropist, and a key figure in the history and development of the Tata industrial empire. Dorabji Tata was knighted in 1910 for his contributions to industry in British India. Dorabji was intimately involved in the fulfillment of his father's ideas of a modern iron and steel industry, and agreed to the necessity for hydroelectric electricity to power the industry. Dorab is credited with the establishment of the Tata Steel and Tata Power companies, which are the core of the present-day Tata Group. Dorabji is known to have personally accompanied the mineralogists who were searching for iron fields, and it is said that his presence encouraged the researchers to look in areas that would otherwise have been neglected. Under Dorabji's management, the

business that had once included three cotton mills and the Taj Hotel Bombay grew to include India's largest private sector steel company, three electric companies and one of India’s leading insurance companies.

Jehangir Ratanji Dadabhoy Tata

Born – 29.July 1904Died - 29.November 1993Occupation - IndustrialistSpouse - Thelma Vicaji

J.R.D. Tata was born in Paris, France, the second child of Ratanji Dadabhoy Tata, an Indian of Parsi-Zoroastrian heritage, and his French wife Suzanne Briere.

JRD Tata studied engineering at the University of Cambridge. JRD never studied beyond matriculation according to biography written by Lala. He returned to India and started the Tata group in a workshop in Jamshedpur with a group of 10 workers. Several years later, when the Tata group became quite successful in India, he financed the building of the new engineering department at Cambridge University.

For decades, Tata directed the huge Tata Group of Companies, with major interests in many industries in India, including steel, engineering, hospitality and electrical companies. He was famous for succeeding in business while maintaining high ethical standards - refusing to bribe politicians or use the black market. His contributions to founding many famous institutions of higher learning in India are also well recognized.

Among a host of awards, he received the Padma Vibhushan in 1957 on the eve of silver jubilee of Air India. He was awarded the Bharat Ratna in 1992 for his service to industry and nation building. He also received the Guggenheim Medal for aviation in 1988. He died in Geneva, Switzerland in 1993 at age of 89.

Naval Hormusji Tata

Born – August1904Died - 1989

Born in August 1904, Naval H. Tata joined the Tata Group in 1930, and by 1933 he was the secretary of the Group's Aviation division. In 1939 he was made the Managing Director of the Group's textile companies and in 1941 was made the Director of Tata Sons. Mr. Naval Tata

was actively engaged with the Tata Charities and served as the Chairman of the Sir Ratan Tata Trust from 1965 to the time of his passing. He was the founder President of the Indian Cancer Society and held the position from 1951 through 1989.

Mr. Naval Tata's caring and endearing nature, his abiding concern for the poor, his love of a good laugh and his instinct to trust even those not worthy of it, made him one of a kind. He married Simone in 1955. Mr. Naval Tata passed away in 1989.

Ratan N Tata

Born – December28, 1937, Mumbai, India Occupation - Chairman of Tata Group of Companies

Spouse - Never married Parents - Naval & Soonoo Tata Ratan Tata was born into the wealthy and famous Tata family of Mumbai. He was born to

Soonoo and Naval Hormusji Tata, a Gujarati-speaking Parsi family. Ratan is the great grandson of Tata group founder Jamsedji Tata.

Ratan joined the Tata Group in December 1962, after turning down a job with IBM on the advice of JRD Tata. He was first sent to Jamshedpur to work at Tata Steel. He worked on the floor along with other blue-collar employees, shovelling limestone and handling the blast furnaces.

In 1971, Ratan was appointed the Director-in-Charge of the National Radio & Electronics Company Limited (Nelco), a company that was in dire financial difficulty. Ratan suggested that the company invest in developing high-technology products, rather than in consumer electronics. J.R.D. was reluctant due to the historical financial performance of Nelco which had never even paid regular dividends. Further, Nelco had 2% market share in the consumer electronics market and a loss margin of 40% of sales when Ratan took over.

In 1977, Ratan was entrusted with Empress Mills, a textile mill controlled by the Tata’s. When he took charge of the company, it was one of the few sick units in the Tata group. Ratan managed to turn it around and even declared a dividend. In 1981, Ratan was named Chairman of Tata Industries; the Group's other holding company, where he became responsible for transforming it into the Group's strategy think-tank and a promoter of new ventures in high-technology businesses.

In 1991, he took over as group chairman from J.R.D. Tata. Under Ratan's guidance, Tata Consultancy Services went public and Tata Motors was listed on the New York Stock Exchange.

On January 31, 2007, under the chairmanship of Ratan Tata, Tata Sons successfully acquired Corus Group, an Anglo-Dutch steel and aluminium producer. With the acquisition, Ratan Tata

became a celebrated personality in Indian corporate business culture. The merger created the fifth largest steel producing entity in the world.

Ratan Tata's dream was to manufacture a car costing Rs 100,000. He realized his dream by launching the car in New Delhi Auto Expo on January 10, 2008. Three models of the Tata Nano were announced, and Ratan Tata delivered on his commitment to developing a car costing only 1 lakh rupees, adding that "a promise is a promise," referring to his earlier promise to deliver this car at the said cost.

PROFILE OF TATA STEEL

Established in 1907 as Asia's first integrated private sector steel company, Tata Steel Group is among the top ten global steel companies with an annual crude steel capacity of over 28 million tones per annum (mtpa). It is now the world's second-most geographically-diversified steel producer, with operations in 26 countries and a commercial presence in over 50 countries. The Tata Steel Group, has over 80,000 employees across five continents and is a Fortune 500 company. The Group’s vision is to be the world’s steel industry benchmark in “Value Creation” and “Corporate Citizenship” through the excellence of its people, its innovative approach and overall conduct. Underpinning this vision is a performance culture committed to aspirational targets, safety and social responsibility, continuous improvement, openness and transparency. In 2008, Tata Steel India became the first integrated steel plant in the world, outside Japan, to be awarded the Deming Application Prize 2008 for excellence in Total Quality Management. Tata Steel was established as a materialization of its Founder’s dream of a prosperous and independent India. Jamsetji Nusserwanji Tata’s vision helped Tata Steel to overcome several periods of adversity and strive to improve against all odds. Completing hundred years in 2007, the Company continues on its journey of growth and globalization through organic and inorganic strategies. Driven as much by its commitment to society as by its performance and profits the Tata Steel Vision today aspires to make the Group the global steel industry benchmark for both value creation and corporate citizenship.

 Production Capacity  Tata Steel’s Jamshedpur (India) Works has a crude steel production capacity of 6.8 MTPA,

which is slated to increase to 10 MTPA by 2011. The Company also has proposed three Greenfield steel projects in the states of Jharkhand, Orissa and Chhattisgarh in India with additional capacity of 23 MTPA and a Greenfield project in Vietnam.

  Global Footprints  Tata Steel has a balanced global presence in over 50 developed European and fast growing

Asian markets, with manufacturing operations in 26 countries. It is the first integrated steel plant in Asia and is now the world’s second most geographically diversified steel producer and a Fortune 500 Company.

 Subsidiaries  The journey of Tata Steel since 1922 has been marked by steady growth through various joint

ventures and subsidiaries. As the Company has continued to venture into new territories, its subsidiaries have played a significant role in accelerating both its Indian and overseas operations.

  

Joint Ventures 

Over the years, Tata Steel has strengthened its position through meaningful partnerships with enterprises across the globe. These enterprises that form a healthy partnership with Tata Steel are leaders in their respective industry segments and include such names as: Dhamra Port Company Limited, mjunction, Tata Bluescope, Tata International Logistics Limited, Tata NYK and S&T Minining.

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 tonnes per annum of cargo.www.dhamraport.com

  

mjunction, operating at the cutting edge of Information Technology, is a 50:50 venture of SAIL and Tata Steel. It is India's largest ecommerce company and the world's largest e-marketplace for steel. mjunction offers a wide range of selling, sourcing and knowledge services that empower businesses with greater process efficiencies.

www.mjunction.in

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.

www.tatabluescopesteel.com

TM International Logistics Limited (TMILL)

 

TMILL provides material handling and port operation services at Haldia and Paradip Ports in addition to providing freight forwarding and chartering services.www.tmilltd.com

Tata NYK

A joint venture with Nippon Yusen Kabushiki Kaisha (NYK Line) for setting up a shipping company to cater to dry bulk and break-bulk cargo. Tata Steel and NYK will each hold 50% stake in the joint venture company.  www.tatanykshipping.com

S&T Mining Company Pvt Ltd

Tata Steel imports about half of its coal requirements from overseas. As the country’s steel consumption enters a high and sustainable growth phase, the company is undertaking massive expansion plans. It has become imperative to ensure raw material security for the company. With this in mind, the company

entered into a strategic alliance with the largest steel making company of India, SAIL. Accordingly, a new JV company, S&T Mining Co Private Limited was incorporated in September 2008 with its registered office in Kolkata. The Chairman of S&T Mining is -Mr. S.N.Singh (Managing Director, Rourkela Steel Plant) while the MD of the company is Mr. Sandeep Kumar from Tata Steel.

The Tata Steel Group has always believed that mutual benefit of countries, corporations and communities is the most effective route to growth. Tata Steel has not limited its operations and businesses within India but has built an imposing presence around the globe as well. With the acquisition of Corus in 2007 leading to commencement of Tata Steel's European operations, the Company today, is among the top ten steel producers in the world with an existing annual crude steel production capacity of around 30 million tonnes per annum and employee strength of above 80,000 across five continents. The Group recorded a turnover of Rs.147,329 Crores (US$ 28,962 million) in 2008 - 2009. The Company has always had significant impact on the economic development in India and now seeks to strengthen its position of pre-eminence in international domain by continuing to lead by example of responsibility and trust.

 Tata Steel’s overseas ventures and investments in global companies have helped the Company create a manufacturing and marketing network in Europe, South East Asia and the Pacific-rim countries. The Group’s South East Asian operations comprise Tata Steel Thailand, in which it has 67.1% equity and Nat Steel Holdings, which is one of the largest steel producers in the Asia Pacific with presence across seven countries.

 

Given below is an outline of Tata Steel's operations in Europe and South East Asia.

Corus is Europe’s second largest steel producer. With main steelmaking operations in the UK and the Netherlands, Corus supplies steel and related services to the construction, automotive, packaging, mechanical engineering and other markets worldwide. Corus comprises three operating

Divisions, Strip Products, Long Products and Distribution & Building Systems and has a global network of sales offices and service centres, employing around 37,000 people worldwide. (www.corusgroup.com)

Headquartered in Bangkok, Tata Steel Thailand is a major steel producer in Thailand and is the largest producer of long steel products with a manufacturing capacity of 1.7 mtpa. ( www.tatasteelthailand.com)

 

 

 

NatSteel Holdings is headquartered in Singapore and is a leading supplier of premium steel products for the construction industry. It became a 100% subsidiary of Tata Steel in February 2004. NSH produces about 2 MT of steel products annually across its regional operations.(www.natsteel.com.sg)

FUTURE PLANS

Tata Sons, the main investment firm of the Tata Group, is likely to inject around Rs 1,330 crore in Tata Steel through a preferential share-cum-warrant issue to part-finance the steelmaker’s future growth plans. The Tata Steel board on Thursday decided to make the preferential allotment of 15 million equity shares along with a 12 million warrant issue, to Tata Sons, a move that would increase the promoter holding to 38%. The warrants can be converted into equity shares at a later stage at a pre-determined price. 

While the price of the preferential offer will be disclosed later according to SEBI norms, the total payout of Rs 1,330 crore, including the warrants issue, is based on Thursday’s closing price of Rs 493, which is a 1.7% rise over Wednesday’s price. “The proceeds from the preferential offer will be used for capex and general corporate growth purposes that has not yet been finalized,” Tata Steel CFO Koushik Chatterjee told ET. Tata Steel’s move on Thursday mirrors a similar decision by another group company, Tata Chemicals, which on Monday agreed to make a preferential allotment of equity shares, representing a 2% stake in the company, to Tata Sons for about Rs 400 crore.  

A preferential allotment is considered an ideal way for promoter companies to raise their shareholding in group companies and at the same time also provide funds for financing any growth plans. According to SEBI norms, promoter shareholding in group companies can go up to a maximum of 5% in a year through the creeping acquisition route. 

Tata Steel, India’s largest steel company, on Wednesday said its fiscal year consolidated net loss totalled Rs 2,009 crore, compared to a net profit of Rs 4,951 crore in the previous year, due to restructuring at its UK subsidiary, Corus. The company also said rising raw material costs mainly that of iron ore and coal, coupled with the Eurozone’s debt crisis could impact profit growth. 

In a recent report, brokerage Citigroup said it expects hot rolled coil prices to average $825 per tonne in FY11, compared to the current price of $790. Spot iron ore prices are about $160 per tonne and are expected to average $130 per tonne in FY11.

The purchase of Corus assisted the world’s sixth biggest steel maker, Tata Steel, to record a six-fold jump in its consolidated profit after tax (PAT) at Rs 6,388 crore for its first quarter.

Tata Steel registered a consolidated profit after tax (PAT) of Rs 1,014 crore in the corresponding period of the last year (2006). The current figures showed a growth of 6.30 times, following the acquirement of Corus.

Tata adopted Corus for $12.1 billion in early 2007, and the deal catapulted the steel manufacturer to the sixth place amongst the world’s top steel actors with overall production capability of more than 23 million tons annually.

On a consolidated basis, turnover recorded five-fold increase to Rs 31,155 crore in the period as compared to Rs 5,748 crore during the same corresponding period of the last year.

Consolidated operating profit boosted to Rs 4,904 crore during te period under review as against Rs 1,712 crore in the same period of last year.

The results also comprise extraordinary item of Rs 4,121 crore primarily symbolizing actuarial gains because of increase in the yield rates on Bonds held by several Corus pension funds.

The stock markets took note of the overall growth and the stock at Rs 644 levels firmed up 6.4 per cent or Rs 38 in afternoon trading on yesterday.

SUSIDIARY/ASSOCIATES/JV’S

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

 

Tata Steel KZN Proposes to set up high carbon ferrochrome plant in South Africa. The plant is slated to be commissioned by October 2007 with an annual production capacity of 135,000 tonnes during Phase I.cl this

Tata Metaliks Limited Tata Metaliks is recognised as India’s number one pig iron manufacturing

and selling company. Promoted by Tata Steel Limited and assisted by The West Bengal Industrial Development Corporation, the pig iron produced by the Company is rated as the best in the country for years now.

Tata Pigments Limited TPL's range of products includes oxides of iron, dry cement paint, exterior emulsion paint and distemper. Its products are used in paints, emulsion, cement floors, plastic etc.

 lose thisTata 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 refractories for coke ovens and the glass industry. The Company has a basic bricks manufacturing unit in China.

cose this isTata Sponge Iron Limited (TSIL) TSIL is the first Indian sponge iron plant based on Tata Steel's Direct

Reduction Technology. Its major product lines are sponge iron lumps and fines.

close this

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.

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.

 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.

 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.

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.

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 tonnes and 90 MW of electric power.

Mjunction services Ltd. M-junction, operating at the cutting edge of Information Technology, is a 50:50 venture of SAIL and Tata Steel. It is India's largest E-Commerce company and the world's largest e-market place for steel. M-junction offers a wide range of selling, sourcing and knowledge services that empower businesses with greater process efficiencies.

Tata Ryerson Ltd. 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.

AWARDS AND RECOGNITIONS

Tata Steel Conferred Fortune’s ‘Most Admired Company’Jamshedpur, 5/12/2010

~ Trophy received by Mr H M Nerurkar, MD, Tata Steel Limited and Mr Raghunath Pandey, President, Tata Workers’ Union from Mr. Israel Berman, Managing Director, Asia Pacific Affairs,

Hay Group ~

Tata Steel Ltd this year has been ranked among the world’s top ten of the “Most Admired Company” rated by FORTUNE Magazine and the Hay Group. The award has been bestowed to the Company in Industry-Metal category. It puts Tata Steel in the same company as Apple, GE, Singapore Airlines, Alcoa, Thyssen Krupp etc. What makes this award unique that it is based on peer ranking based on inputs from the industry as well as its analysts.

The rankings were based on many factors, including innovation, people management, use of corporate assets, financial soundness, long-term investment and global competitiveness.

While receiving the trophy Mr H M Nerurkar, Managing Director, Tata Steel said, “Tata Steel has always considered its employees as its most valuable asset. We are happy that this has been recognized by our peers and analysts in the global ranking of Most Admired Companies. This recognition will further strengthen our resolve to ensure the overall development and well being of our people in all respects.”

During the presentation ceremony Mr. Israel Berman, Managing Director, Asia Pacific Affairs of Hay Group said, “Hay Group is very impressed with Tata Steel's management practices particularly in areas such as employee engagement. This is the primary driver behind Tata Steel winning this prestigious award. The impact of Tata Steel's philosophy and values on how they treat their employees is felt across the depth and breadth of the organization, not just in India, but globally.”

Hay Group has collaborated with FORTUNE magazine annually since 1997 to identify, select and rank the World’s Most Admired Companies and uncover the business practices that make these companies both highly regarded and successful.

For the supplemental research, Hay Group surveyed senior executives of a sample of companies that participated in the 2010 Most Admired Companies survey, and compared the responses from companies that ranked in the top three in their industries in overall corporate reputation, with those of other participating organizations to better understand how the World’s

Most Admired Companies approach employee engagement compared to their peers. Hay Group is a global management consulting firm that works with leaders to transform strategy into reality. They have over 2600 employees working in 85 offices in 47 countries. Their clients are from the private, public and not-for-profit sectors, across every major industry, and represent diverse business challenges. For over 60 years, they have been renowned for the quality of research. FORTUNE magazine is a global leader in business journalism with a worldwide circulation of more than one million and a readership of nearly five million, with major franchises including the FORTUNE 500 and the FORTUNE 100 Best Companies to Work For.

Jamshedpur, Tata Steel's Home City 

The vision of Jamsetji Tata, when he conceptualized his dream city, was built on the ideology that it would comprise not merely Asia’s first fully integrated steel plant, but also embody a step towards building a new Nation. The model town of Jamshedpur proudly bears the Founder’s name as evidence of being an integral part in the illustrious journey of Tata Steel and is one of the greenest and most well-planned cities in India today. Located in the East Singhbhum district of Jharkhand on the Chota Nagpur plateau, Jamshedpur is surrounded by the beautiful Dalma Hills, and the rivers Subarnrekha and Kharkhai border the North and West of the city, respectively.

 When Sakchi was identified as the ideal site for the envisaged steel plant in December 1907, it was just the beginning of a dream that has since then unfurled in many testimonies of prosperity. The 25-year search for iron ore culminated with the first stake being driven at Sakchi, a land that till then had posed significant livelihood challenges for its tribal inhabitants. The transformation of Sakchi began within a few years of the arrival of the Tata’s and construction of India’s first true industrial city began around 1909.

In the early days, the population of Tata Steel’s home city comprised a very large proportion of employees but gradually over time, the promise that Jamshedpur offered and fulfilled has drawn thousands others who chose to make it their home as well. The ensuing years saw the emergence of a model city equipped with the most modern and up-to-date facilities. The Company’s commitment to society saw it take the necessary initiatives and ensure that there would be no major imbalance in civic amenities between Company leased areas and other non-lease areas. Tata Steel therefore, encouraged people to partner it in the progress of their region and bring all-around improvement for the residents of the city.

For over 90 years, Jamshedpur has been developed and managed by Jamshedpur Utilities and Services Company Limited (JUSCO) and it has emerged as a model town to reckon with. JUSCO's scope of operation extends to approximately 64sq. kms, that is, the area of Jamshedpur and caters to a population of about 0.70 million.

  Jamshedpur is a self-contained city in every sense of the term. The development of Tata Steel

from its inception has been reflected in the growing prosperity of the steel city with more and more amenities being made available on a continuous basis. From healthcare to education to sports, Jamshedpur can boast of some of the best facilities in the country today. Different areas

in which development initiatives have received major thrust over the years have been categorized below

Jamshedpur in many ways is a microcosm of India with people from different communities residing peacefully in the security and comfort of a big, happy family. It goes without saying that Tata Steel’s presence and its numerous improvement endeavors have been the main vehicles for ensuring sustained growth and well-being for the city. Over the years Tata Steel has encouraged the unique Jamshedpur culture that has developed through the amalgamation of diverse customs while at the same time it has taken adequate measures of preserving indigenous traditions. The result is that Jamshedpur is more truly democratic and cosmopolitan than other cities and upholds a strong feeling of national integration. The legacy that Jamsetji had left behind has been carried forward by his worthy successors who make sure that the dream continues to live on

CORPORATE GOVERNANCE

The Tata Code of Conduct - HighlightsThe TCOC is a testament to Tata Steel’s determination to help its employees in every way to understand their duties and commitments towards shared values and principles. The comprehensive document serves as the ethical road map for Tata employees and Group companies. 

National Interest being given foremost importance, The Code also embodies values as clarity of communication, transparency, respect for others and an ethical approach in conducting business, which contribute towards building team spirit and enhance integrity in the Company’s involvement with all stakeholders.The TCOC has added significance in the Group’s aspiration to be the global industry benchmark for value creation and corporate citizenship. It highlights the importance of group efforts in improving the quality of life of the people in the communities in which it operates. This includes the understanding that in the process of production and sale of its products and services, the Company will strive for economic, social and environmental sustainability.

In the context of Tata Steel’s increasing global presence the Tata Code of Conduct has been reviewed to accommodate required and appropriate modifications. This has ensured that diverse cultural and business related issues are addressed universally across the Group. The Tata Code of Conduct was launched in Tata Steel (Thailand), NatSteel in July 2007 and in Corus in January 2009.The Communications function of Tata Steel Group has been of supreme importance in connecting and building relationships of trust within the organisation and outside and in reflecting the aspirations and goals for the future. The senior leadership team in the Company is actively engaged in communication on business ethics at various levels and forums. The Company does not ever hesitate to take visible disciplinary actions when necessary and no violation of TCOC, however insignificant, is ever tolerated. The aim is to strengthen employee involvement in a positive and regular manner and enhance the sense of accountability.

 In the context of Tata Steel’s increasing global presence the Tata Code of Conduct has been reviewed to accommodate required and appropriate modifications. This has ensured that

diverse cultural and business related issues are addressed universally across the Group. The Tata Code of Conduct has been launched in Tata Steel Thailand and NatSteel in July 2007. An integration process of value and TCOC with Corus was also undertaken in the same year.A number of proactive initiatives are continuously taken by Tata Steel to induct and involve the employees in management of business ethics. This ensures that values are translated into practice more readily and with the full import of responsibilities involved. July is celebrated as ‘Ethics Month’ every year, with numerous programmes and activities. The effectiveness of all initiatives is measured by various internal and external surveys and the result of these studies are proactively incorporated in the existing system.

VISION AND MISSION

Vision 

We aspire to be the global steel industry benchmark for Value Creation and Corporate Citizenship

 We make the difference through:Our people, by fostering team work, nurturing talent, enhancing leadership capability and acting with pace, pride and passion.

  Our offer, by becoming the supplier of choice, delivering premium products and

services, and creating value for our customers. 

Our innovative approach , by developing leading edge solutions in technology, processes and products.

  Our conduct, by providing a safe working place, respecting the environment,

caring for our communities and demonstrating high ethical standards. 

Mission

Consistent with the vision and values of the founder Jamsetji Tata, Tata Steel strives to strengthen India’s industrial base through the effective utilization of staff and materials. The means envisaged to achieve this are high technology and productivity, consistent with modern management practices.

 Tata Steel recognizes that while honesty and integrity are the essential ingredients of a strong and stable enterprise, profitability provides the main spark for economic activity.

 Overall, the Company seeks to scale the heights of excellence in all that it does in an atmosphere free from fear, and thereby reaffirms its faith in democratic values.

TATA SHAKTEE

TATA Shaktee is the TATA Steel’s flagship brand in the field of galvanized corrugated sheets. Since TATA Shaktee was launched in Feb 2000, the brand has been consistently delivering on its promises of longevity and strength. Also, once the customers have purchased TATA Shaktee GC sheets, they can rest assured that they have got the best product and there is no chance of getting cheated in terms of the thickness, length and zinc coating on the GC sheet. Tata Shaktee is the only brand which produces 4 ft wide GC sheets called "Tata Shaktee Wider GC Sheets".

PRODUCTS

Tata Shaktee Standard 800mm GC sheet

Tata Shaktee GC sheets give you the twin benefits of superior quality and super savings. The advantages of using Tata Shaktee 800mm GC sheets over ordinary GC sheets are listed below:

Even corrugations of the Tata Shaktee GC sheets ensure perfect overlapping, which results in perfect weatherproofing. There is no unwanted moisture or particle retention and this prevents corrosion rising from overlapping.

The length of the sheet is equal to the standard specified length, giving you true value for money.

High tensile strength of Tata Shaktee GC sheets (approx. 700 mpa) ensures greater resistance to natural forces like hailstorms and other external forces

Tata Shaktee GC sheets – ( 910 mm)

Tata Shaktee presents 910 mm GC sheets in the Indian market. With 13 corrugations and a width of 910 mm, Tata Shaktee GC sheets give you the added benefit of superior quality at super savings while building your house. The advantages of using the superior 910 mm (13 corrugations) over standard 800 mm (11 corrugations) GC sheets are many.

With this improved quality of sheets comes better features for example:

Lesser number of sheets required

Fewer joints required

Fewer seepage points and last but not the least greater savings.

Tata Shaktee Wider GC sheet – (1220mm)

Tata Shaktee brings you the widest, most economical GC sheets in the Indian Market. With 15 corrugations and a width of 1220 mm. Tata Shaktee GC sheets give you the added benefits of superior quality and super savings while building your house. The advantages of using the superior 1220mm (15 corrugations) Tata GC sheets over Standards 840 mm sheets (11 corrugations) GC sheets are listed below.

With this improved quality of sheets comes better features for example:

Lesser number of sheets required

Fewer joints required

Fewer seepage points and last but not the least greater savings.

But with another feature added to it i.e

Fewer accessories required

SWOT ANALYSIS

Strengths : Tata Steel being a well known brand and a trusted name in the market, people do not

change it until and unless there is a need to do so.

In comparison to the rates of its competitors, Tata Steel provides its products at a much feasible rate and a premium quality.

Besides these Tata Shaktee also provides services like fabrication, installation and roofing to the customers which is not provided by its competitors.

To bind the customers Tata Shaktee also provides various schemes and programs which encourage the retailers to sell more. This program has helped in increasing the number of retailers with Tata Shaktee.

Weaknesses : The data of how much stock is present at the retailers end is given to the

distributor through an area sales officer on paper i.e manually. This often causes discrepencies in data provided by the retailer and what the distributor has with him.

The main problem lies within the company from where the intermittent supply of goods is received. Sometimes it happens due to

Conflict of workers with the management . A recent fight happened on 27th june 2010.

Threats : The main threat faced by the company is the irregular supply of stock which

forces the customers to change the brand. If in case a customer requires 100 sheets urgently for roofing purpose as the rainy season is just nearby and if he does not get the full delivery of 100 sheets and the product is going to take one full month to come to the store then unwillingly he has to change his brand.

Due to strike of workers it happens that the product does not reach the market, so the market shares drops.

OPPURTUNITIES: If the supply becomes regular then a greater market share can be received and hence a greater

premium.

The retailers will be satisfied and will remain loyal to the brand.

In comparison to its competitors TATA should keep introducing new schemes and programs for the retailers and customers which will help in increasing its sale.

COMPETITORS OF TATA SHAKTEE

Bhushan Power & Steel Limited 

A fully integrated1.5 Million TPA Steel making Company with turnover of INR4782 Crores (USD 938 Million) and 7 World Class ISO 9000 Certified State of the Art Plants at Chandigarh, Derabassi, Kolkata and Orissa in India. A leading manufacturer of flat, rounds and long products including value added products with total steel value chain right from Coal Mining, Billets, HR Coils, Pig Iron, CR Coils, GP/GC, Precision Tubes, Black Pipe/GI Pipe, Cable Tapes, Tor Steel, Wire Rod and Special Alloy Steel .Successfully commissioned 1.5 Million TPA Greenfield Steel and Power Plant in Orissa with HR Coil making facility—First in Private Sector in the State of Orissa. For the Orissa plant, technology and equipments are procured from world-renowned companies like Lurgi from Germany, ABB Ltd., SMS Demag, Siemens etc. Bhushan is selling its Value added range of products in Secondary Steel through a large distribution network in India (comprising more than 35 sales offices) and abroad .A rock-solid foundation combined with continuous up gradation and innovation has ensured that we have constantly surpassed our goals. Our end-to-end portfolio offers a wide spectrum of products with consistently superior quality. In addition to our export thrust, we supply to fast-growing sectors like automotive, white goods, construction, furniture, fasteners, telecommunication, etc.

ESSAR STEEL

We are a fully integrated flat carbon steel manufacturer — from iron ore to ready-to-market products with a current capacity of 8.6 million tonne per annum (MTPA). With our aggressive expansion plans in India, as well as Asia and the Americas, we aim to achieve a capacity of 14 MTPA by 2011-12. Our products find wide acceptance in highly discerning consumer sectors, such as automotive, white goods, construction, engineering and shipbuilding. Essar Steel is one of India's largest exporters of flat products, exporting to the highly demanding US and European markets, and to the growing markets of South East Asia and the Middle East.A number of major client companies have approved our steel for their use, including Caterpillar, Hyundai, Swaraj Mazda, the Konkan Railway, and Maruti Suzuki. Essar Steel has acquired extensive quality accreditations. Our lean team gives us one of the highest productivities and lowest manpower costs among steel plants internationally.

Jindal Vishwas GC Sheets

It is the roof that has to take the brunt of nature's extremities during its entire life and hence utmost care must be taken in selection of the right roofing material. Wrong choice of roofing and cladding can create losses in terms of human lives and material in cases of natural disasters A good reliable roof with least number of complications gives peace of mind to meet these challenging needs of the customers, JSW offers superior quality Galvanised Corrugated sheets under the brand name "Jindal Vishwas"

 Jindal Vishwas is the seal of a reliable & dependable product in which millions have placed trust & confidence across the country. Jindal Vishwas GC sheets are best suited and optimal

for Indian conditions. Jindal Vishwas GC sheets when evaluated on life cycle cost basis, with competing products on factors like durability, ease of installation, maintenance, resale value

prove to be the most favorable choice available. It is environmental friendly and offers goodaesthetic appeal and unrivaled flexibility for future expansion plans. Moreover, it is economical to use Jindal Vishwas GC sheets, as it requires lighter supporting structure.

PROJECT OBJECTIVE

The project was taken up at the behest of TATA STEEL, sales and marketing department, Jamshedpur.TATA STEEL is produces tata shaktee GC sheets which is given to the distributors and further to the retailers to sell it in the market. The objective of this project is to explore the market for the product tata shaktee gc sheets below .30mm<thickness>. The company is producing tata shaktee gc sheets above .30mm but its planning to introduce in a new range of .30mm if it has a good market and if it wont affect its brand image.

Tata steel is producing various types of sheets. These sheets are supplied to its distributor Pasa sales and Sri Ram traders. At this end, the sheets are sent to the retailers according to the buffer size designed by them.

This project was undertaken to understand the following:

1. To know the market of its product tata shaktee gc sheet with other companies.

2. To know the market if it comes with a product range below .30mm thickness.

3. To analyze the collected data and provide suggestions to the company about the opportunities and threats.

4. To understand the dealers and non-dealers, take their opinions and suggestions.

5. To find out if the introduction of a product below .30mm has acceptance in the market or not.

6. To find out the sales of tata shaktee gc sheet tonn wise

PROJECT DESIGN AND METHODOLOGY

Problem statement

To find out the market of tata shaktee gc sheet below .30mm.

To collect and analyze the data from distributors about the present retailers and prospective retailers and also increase the number of retailers.

To analyse what is the market of tata shaktee competitors in the market.

To analyse the market of tata shaktee above .30mm keeping the competition in mind.

Analyse and design a strategy so that the retailers sell more of Tata’s product than its competitors.

To see its acceptance level in the market.

To know the monthly sales of gc sheets in tonnes of the companies.

Scope of study

Study enables the company to know the major opportunities in the market of its product tata shaktee galvanised corrugated sheets below .30mm<thickness wise>, and also to analyse its market share with other competitors above .30mm. Its also about designing a strategy which will help the company in increasing their sales if the company come up with a product range below .30mm of tata shaktee gc sheets.

Sampling method

The study was done on a random sampling considering major Tata Shaktee retailers.

Sample size

The study was conducted with a sample of some retailers from Ranchi, Jamshedpur, Hazaribagh, Bokaro, Dhanbad, Deoghar and other places in Jharkhand .The sample size for the Project is 118 including Dealers and Non-Dealers

Tools for collection of data and analysis

The study was conducted through structured questionnaire which had a combination of open ended and close ended questions.

Secondary data Data was collected through distributors, Retailers, journals and Tisco magazines.

5. Research Methodology

5.1.1 Method of research

5.1.2 Type of research

5.1.3 Data type

5.1.4 Data Collection tools

5.1.5Sampling plan

5.1.4.1 Sampling frame

5.1.4.2 Unit

5.1.4.3 Size

5.1.4.4 Method

5.1.5 Data analysis techniques to be used

5.1.1 Method of research/Data Collection tools

Observation Method

The observation method is the most commonly used method especially in studies relating to behavioral sciences. In a way we all observe things around us, but this sort of observation is not scientific observation. Observation becomes a scientific tool and the method of data collection for us when it serves a formulated research purpose, is systematically planned and recorded and is subjected to checks and controls on validity and reliability. Under the observation method, the information is sought by way of investigator’s own direct observation without asking from the respondent. For instance, we have visited different dealers and we have observed the working by just seeing without asking anything to the respondent. By doing this we got accurate result, because the dealer may give us wrong information.

Interview Method

We have used this method for collecting data it involves presentation of oral-verbal stimuli and reply in terms of oral-verbal responses. This method is used through personal interviews and

telephone interviews.

(a) Personal interviews: Personal interview s are conducted because person known as the interviewerasking questions generally in a face-to-face contact to the other person or persons. This sort of interview is in theform of direct personal investigation or be indirect oral investigation.

(b) Telephone interviews: This method of collecting information we have used, consists in contacting respondentson telephone itself. We have used this method for our research study because1. It is more flexible in comparison to mailing method.2. It is faster than other methods i.e., a quick way of obtaining information.

3. It is cheaper than personal interviewing method; here the cost per response is relatively low.4. Recall is easy; callbacks are simple and economical.

5. There is a higher rate of response than what we have in mailing method; the non-response is generally very low. 6. Replies can be recorded without causing embarrassment to respondents. 7. Interviewer can explain requirements more easily.

8. At times, access can be gained to respondents who otherwise cannot be contacted for one reason or the other.

9. No field staff is required. 10. Representative and wider distribution of sample is possible.

DATA THROUGH QUESTIONNAIRES

We have prepared questionnaire according to the requirements of our study. We have included questions which are relevant for our study. It includes questions about investigations,opinions,market share,satisfaction level,competition etc. a proper questionaire was mandatory for us because we are required to fill this questionaire by the respondents. And the success of this project wont be possible without this tool.

5.1.2 Type of Research

Descriptive research

Descriptive research includes surveys and fact-finding enquiriesof different kinds. The major purpose of descriptive research is description of the state of

affairs as it exists at present. The main characteristic of this method is that the researcher has no control over the variables; he can only report

what has happened or what is happening. The methods of research utilized in descriptive research are survey methods of all kinds, including comparative and correlational methods.To make this project a success we have used descriptive research pattern in which we have selected a sample size, we have prepared questionnaires for the survey. We have interviewed the individuals and get the response.

5.1.3 Data Type

We have used primary data for our research study because it is collected afresh and for the first time, and thus happen to be original in character. We have chosen this data collection method because our project is a market research where we are searching for the opportunities of our product.

How we have collected primary data and it is as follows-

We collect primary data during the course of doing experiments in an experimental research but in case we do research of the descriptive type and perform surveys, whether sample surveys or census surveys, then we can obtain primary data either through observation or through direct communication with respondents in one form or another or through personal interviews.

There are several method s of collecting primary data that we have applied are as: (i) observation method, (ii) interview method, (iii) through questionnaires,

5.1.5 Sampling plan

To make this research project we have prepared a sample plan in which we have selected the sample size from the population Sample plan refers to the technique or the procedure the researcher would adopt in selecting items for the sample. Sample plan may as well lay down the number of items to be included in the sample i.e., the size of the sample. Sample plans is determined before data are collected. There are many sample plans from which a researcher can choose. Some plans are relatively more precise and easier to apply than others. Researcher must select/prepare a sample plan which should be reliable and appropriate for his research study.

5.1.5.1 Type of universe: The first step in developing any sample design is to clearly define theset of objects, technically called the Universe, to be studied. The universe can be finite orinfinite. In finite universe the number of items is certain, and hence we have chosen a finite universe.

5.1.5.2 Sampling unit: A decision has to be taken concerning a sampling unit before selecting

sample. Sampling unit may be a geographical one such as state, district, village, etc., or a construction unit such as house, flat, etc., or it may be a social unit such as family, club,

school, etc., or it may be an individual. We have chosen our sample unit on a geographical basis as district and some villages nearby.

5.1.5.3 Size of sample: The sample size for this study is 118. It refers to the number of items to be selected from the universe to constitute a sample.

5.1.6 Data Analysis Techniques used – SPSS, Microsoft Excel

Data Analysis , Results and Interpretation

Monthly sales in tones for GC in whole area (Jharkhand)

below .30

0.3 0.35 0.4 0.45 0.5 0.6 0.7 0.80

20

40

60

80

100

120

140

160

180

0

165

55 5953

4336

22 19

48

28

13 146 7.5 5 4 46

18

4

38

1017 13

0 0

Tata ShakteeBhushan SteelsJindal SteelsSailOthers

Tons

sold

Monthly sale of products in tonnes width wiseName of the company Tata

ShakteeBhushan Jindal Sail Others Total

Below .30 - 48 tonnes 53 tonnes 3 tonnes 6 tonnes 110.30mm 165 tonnes 28 tonnes 13 tonnes 4 tonnes 18 tonnes 188.35 mm 55tonnes 13 tonnes 2 tonnes 3 tonnes 4 tonnes 57.40mm 59 tonnes 14 tonnes 3 tonnes 2 tonnes 38 tonnes 101.45mm 53 tonnes 6 tonnes -- -- 10 tonnes 44.50mm 43 tonnes 7.5 tonnes 2 tonnes — 17 tonnes 60.60mm 36 tonnes 5 tonnes -- -- 13 tonnes 43.70mm 22 tonnes 4 tonnes -- -- -- 17.80mm 19 tonnes 4 tonnes -- -- -- 17Total 462 130 73 12 106 783

Interpretation- This graph includes all companies Selling Gc sheets in which Tata Shaktee sells the maximum i.e 462 tonnes.

Dealers and Non-Dealers

Pasa sales Shri Ram sales0

10

20

30

40

50

60

70

80

90

45

18

39

16

84

34

DealersNon-Dealerstotal

No

of D

eale

rs a

nd N

on-D

eale

rs

Interpretation-This chart depicts the dealers and non-dealers among the sample size of 118, in which there are 55 non-dealers and 63 are dealers of Tata Shaktee

Distributors

.30mm27%

.35mm20%

.40mm18%

.45mm10%

.50mm11%

.60mm7%

.70mm3%

.80mm5%

Market share of Shri-Ram sales

.30mm

.35mm

.40mm

.45mm

.50mm

.60mm

.70mm

.80mm

.30mm23%

.35mm19%

.40mm19%

.45mm13%

.50mm10%

.60mm7%

.70mm4%

.80mm4%

Market share of Pasa sales

.30mm

.35mm

.40mm

.45mm

.50mm

.60mm

.70mm

.80mm

Interpretation- This chart depicts the distributors of tata shaktee. Tata shaktee has two distributors in Jharkhand region i.e Pasa sales and Sri Ram traders among which Pasa Sales covers maximum share of dealers.

Types of shops

Exclusive Multi Brand0

10

20

30

40

50

60

70

80

9080

38

Type of Shops

Type of Shops

No

of sh

ops

Interpretation- It shows the type of shops of all the samples in which maximum shops are of exclusive nature ie. 80.

Customers you deal in with

Industrial buyers

household Consumers

retailers others0

10

20

30

40

50

60

70

80

27

76

13

2

Customers you deal in with

Customers you deal in with

Nu

mb

er

of

Cu

sto

me

rs

Interpretation- this chart shows the types of customers dealers and non-dealers deal with,in which maximum customers are of household.i.e 76

Customer preference

Gc sheets Asbestos0

20

40

60

80

100

120

97

21

Preference of customers

Preference of customers

Num

ber

of D

eale

rs a

nd N

on-D

eale

rs

Interpretation- This chart depicts the customer preference while they go out for purchase in which maximum customers prefer gc sheets,which is 97.

Competitors of Tata Shaktee

jindal Bhushan sail hi-tech Others0

10

20

30

40

50

60

70

80

70

37

36

2

Competitors of TATA Shaktee

Other companies Selling GC Sheets

Num

ber

of d

eale

rs a

nd n

on d

eale

rs

Interpretation-

This chart depicts the maximum sales of gc sheets other than tata shaktee in which

maximum sales of gc sheets is done by jindal steel,i.e 70.

Other products the dealers carry in their shops

Rod Asbestos cement others0

10

20

30

40

50

60

42

54

1012

Other products

Other products

Nu

mb

er

of

deal

ers

an

d n

on

de

ale

rs s

elli

ng o

the

r p

rod

uct

s

Interpretation- This chart depicts the other products which is been carried by the dealers and non-dealers in their shops in which maximum keeps asbestos i.e 54.

Basis of purchase of gc sheets

Quality price0

10

20

30

40

50

60

70

80

9082

36

Basis of purchase

Basis of purchase

Pref

ernc

e sh

own

by t

he c

usto

mer

s be

fore

pu

rcha

sing

Interpretation- This chart shows the customer behavior while they go for purchase of GC sheet in which maximum go for quality i.e 82.

Area where maximum sales comes under .30mm gc sheet

Rural urban0

10

20

30

40

50

60

70

80

9079

39

sale of sheets regionwise for below .30mm

sale of sheets regionwise for be-low .30mm

No

of d

eale

rs a

nd N

on-d

eale

rs

Interpretation- This chart depicts the area where maximum number of gc sheets below .30mm sold in which rural area occupies the maximum number i.e 79.

Sales of other companies below .30mm thickness

Jindal Bhushan sail Others0

10

20

30

40

50

60

70

80

67

31

4

16

sales for below .30 by other companies

sales for below .30 by other companies

Name of the company For below .30 mm

Bhushan steel 31Jindal Steel 67Sail 4Others 16

Interpretation- This chart depicts the sales based on thickness below .30mm gc sheet of all the companies other than tata shaktee in which maximum sales of gc sheets is of jindal steel carries 67.

Peak season for sales

Jan-Mar Apr-June July-sep Oct-Dec0

10

20

30

40

50

60

70

7

49

60

2

Peak season for sales

Peak season for sales

Num

ber o

f dea

lers

and

non

dea

lers

Interpretation-

This chart shows the peak season in which there is maximum GC sheets are sold, in

which apr-june and july-sep carries maximum.

Preference of customers based on thickness

.30mm .35mm .40mm .45mm .50mm .60mm &

above

0.2 0.250

10

20

30

40

50

6055

15 16

3

14

15

9

Preference based on Thickness

Preference based on Thickness

Num

ber o

f Dea

lers

and

Non

-dea

lers

Interpretation-

This chart depicts the customer’s demand of GC sheets thickness wise in which

maximum number of customers go for GC sheets .30mm in thickness.

Sales of all the companies thickness wise

Tata Bhushan Jindal0

10

20

30

40

50

60

70

80

90

0

39

78

Sales for .2mm

Sales for .2mm

No

of d

eale

rs a

nd n

on-d

eale

rs

Interpretation- This chart depicts the sales of GC sheets of .20mm in which maximum sheets is sold by jindal steel 78.

Sales_.25mm

Jindal Bhushan Hi-Tech Sail0

10

20

30

40

50

60

42

53

2 1

Sales for .25mm

Sales for .25mm

Pref

eren

ce sh

own

by d

eale

rs a

nd n

on d

eale

rs

Interpretation- This chart depicts the sales of gc sheets of .25mm in which maximum sheets is Sold by jindal steel i.e 53 and bhushan steel i.e 42.

Sales .3mm

Tata Shaktee Bhushan Steels Jindal Steels Sail Others0

20

40

60

80

100

120

100.5

28

134

18

.30 mm

.30 mm

sale

s in

tonn

es

Name of the company For .30 mm

Tata Shaktee 100.5Bhushan steel 28Jindal Steel 13Sail 4Others 18

Interpretation-This chart depicts the sales of gc sheets of .30mm in which maximum sheets is sold by Tata Shaktee ie.100.5

Sales .35mm

Tata Shaktee Bhushan Steels Jindal Steels Sail Others0

10

20

30

40

50

60

70

80 74.5

28

13

4

18

.35 mm

.35 mm

Name of the company For .35 mmTata Shaktee 74.5Bhushan steel 13Jindal Steel 2Sail 3Others 4

Interpretation- This chart depicts the sales of gc sheets of .35mm in which maximum sheets is sold by Tata Shaktee ie. 35

Sales .40mm

Tata Shaktee Bhushan Steels Jindal Steel Sail Others0

20

40

60

80

100

120

95.5

14

3 2

38

.40mm

.40mm

Name of the company For .40 mm

Tata Shaktee 95.5Bhushan steel 14Jindal Steel 3Sail 2Others 38

Interpretation- This chart depicts the sales of gc sheets of .40mm in which maximum sheets is sold by Tata Shaktee ie. 44.

Sales .45mm

Tata Shaktee Bhushan Steel Jindal Steel Sail Others0

5

10

15

20

25

30

35

40

45

5045.5

6

0 0

10

.45mm

.45mm

Name of the company For .45 mm

Tata Shaktee 45.5Bhushan steel 6Jindal SteelSailOthers 10

Interpretation- This chart depicts the sales of gc sheets of .45mm in which maximum sheets is sold by Tata Shaktee ie. 45.5

Sales .50mm

Tata Shaktee Bhushan Steel Jindal Steel Sail others0

10

20

30

40

50

6054

7.5

20

17

.50mm

.50mm

Name of the company For .50 mm

Tata Shaktee 54Bhushan steel 7.5Jindal Steel 2SailOthers 17

Interpretation-This chart depicts the sales of gc sheets of .50mm in which maximum sheets is sold by Tata Shaktee ie. 55

Sales .60mm

Tata Shaktee Bhushan Steel Jindal Steel Sail others0

5

10

15

20

25

30

35

29.5

5

0 0

13

.60mm

.60mm

Name of the company For .60 mm

Tata Shaktee 29.5Bhushan steel 5Jindal SteelSailOthers 13

Interpretation-This chart depicts the sales of gc sheets of .30mm in which maximum sheets is sold by Tata Shaktee ie. 25.

Sales .70mm

Tata Shaktee Bhushan Steels Jindal Steel sail Others0

2

4

6

8

10

12

14

16

18 17

4

0 0 0

.70 mm

.70 mm

Name of the company For .70 mm

Tata Shaktee 17sBhushan steel 4Jindal SteelSailOthers

Interpretation-This chart depicts the sales of gc sheets of .70mm in which maximum sheets is sold by Tata Shaktee.

Sales .80mm

Tata Shaktee Bhushan Steels Jindal Steel sail Others0

1

2

3

4

5

6

7

8

9

109

4

0 0 0

.80 mm

.80 mm

Name of the company For .80 mm

Tata Shaktee 9Bhushan steel 4

Jindal Steel

Sail

Others

Interpretation- This chart depicts the sales of gc sheets of .80mm in which maximum sheets is sold by Tata Shaktee ie.13.

Acceptance and rejection if Tata shaktee gc sheets comes below .30mm thickness.

Yes No0

20

40

60

80

100

120

101

17

Acceptance by customers

Acceptance by customers

No

of d

eale

rs a

nd n

on-d

eale

rs

Interpretation- This chart depicts the acceptance of Tata shaktee Gc sheets below .3mm .It clearly indicates that Gc below .3mm of tata shaktee will be accepted in the market.

Brand image of Tata Shaktee

Yes No0

10

20

30

40

50

60

70

80

90

37

81

Brand Image

Brand Image

No

of d

eale

rs a

nd n

on d

eale

rs

Interpretation-This chart depicts the Impact of the Introduction of tata shaktee GC sheets below .3mm will have on Tata Steel’s Brand Image. It will not hamper its image.

Price wise distribution based on thickness

Tata Shaktee jindal Steels Bhushan Steels Essar Steels0

50

100

150

200

250

300

350

400

Tata Shaktee; 0

jindal Steels, 350 Bhushan Steels, 360 Essar Steels, 330

.25 mm

.25 mm

tata shaktee jindal bhushan essar0

100

200

300

400

500

600

tata shaktee; 518

jindal, 480

bhushan, 500essar, 465

0.3

0.3

Tata Shaktee Jindal Steels Bhushan Steels Essar Steels0

100

200

300

400

500

600

700

800

900

1000 Tata Shaktee; 951

Jindal Steels, 680Bhushan Steels, 700

Essar Steels, 620

0.4

0.4

Tata Shaktee Jindal Steels Bhushan Steels Essar Steels0

200

400

600

800

1000

1200

Tata Shaktee; 1038

Jindal Steels; 800 Bhushan Steels, 890 Essar Steels, 750

.50mm

.50mm

Market Share of Tata Shaktee Gc Sheets Total Market share

130

73

12

106

BHUSHAN JINDALSAILOTHERS

Interpretation- This Chart clearly states the market Share of Tata shaktee (50%) to be the higher then other company GC Sheet

For Gc Sheets .30mm

Tata Shaktee67%

Bhushan Steels15%

Jindal Steels7%

Sail2% Others

10%

.30 mm

Tata ShakteeBhushan SteelsJindal SteelsSailOthers

Interpretation- This Chart clearly states the market Share of Tata shaktee to be the highest.ie 67%.

For Gc Sheets .35mm

Tata Shaktee66%

Bhushan Steels25%

Jindal Steels4%

Sail6%

0.35

Tata ShakteeBhushan SteelsJindal SteelsSailOthers

Interpretation- This Chart clearly states the market Share of Tata shaktee to be the highest.ie 66%.

For GC Sheets .40mm

Tata Shaktee44%

Bhushan Steels14%

Jindal Steel3%

Sail2%

Others38%

.40mm

Tata ShakteeBhushan SteelsJindal SteelSailOthers

Interpretation- This Chart clearly states the market Share of Tata shaktee to be the highest.ie 43%.

For GC Sheets .45mm

Tata Shaktee64%

Bhushan Steel14%

Others23%

.45mm

Tata ShakteeBhushan SteelJindal SteelSailOthers

Interpretation-

This Chart clearly states the market Share of Tata shaktee to be the highest.ie 63%.

For GC Sheets .50mm

Tata Shaktee55%

Bhushan Steel13%

Jindal Steel3%

others29%

.50mm

Tata ShakteeBhushan SteelJindal SteelSailothers

Interpretation- This Chart clearly states the market Share of Tata shaktee to be the highest.ie 55%.

For GC Sheets .60mm

Tata Shaktee58%

Bhushan Steel12%

others30%

.60mm

Tata ShakteeBhushan SteelJindal SteelSailothers

Interpretation- This Chart clearly states the market Share of Tata shaktee to be the highest.ie 58%.

For GC Sheets .70mm

Tata Shaktee76%

Bhushan Steels24%

.70 mm

Tata ShakteeBhushan SteelsJindal SteelsailOthers

Interpretation- This Chart clearly states the market Share of Tata shaktee to be the highest.ie 58%.

For GC Sheets .80mm

Tata Shaktee76%

Bhushan Steels24%

.80 mm

Tata ShakteeBhushan SteelsJindal SteelsailOthers

Interpretation- This Chart clearly states the market Share of Tata shaktee to be the highest.ie 58%.

TESTING OF HYPOTHESIS

Finite Population, N – 250Sample taken randomly from the finite Population, n – 30The Hypothesis testing is to be performed for Galvanized Corrugated sheet of thickness 0.3 mm ( Average Monthly Sales)

Our Null Hypothesis is that average monthly sales for 0.3 mm GC sheet is 2 tonnes

μHo = 2 tonnes

Alternate Hypothesis is that average monthly sales for 0.3 mm GC sheet is less than 2 tonnes μHa< 2 tonnes

Monthly Sales of GC Sheets For .3MM3 2 1 1 23 1 1 3 11 3 1 1 22 3 3 1 11 1 1 1 11 3 5 1 1

Finite population, sample size taken less than 30, Standard deviation not known,σpWe use t-distribution, t= (X-μ h o)/σs√n(√ (N−n)(N-1)

Substituting the values in the equation above we get t = -0.37022Since it is a one tailed test (left tailed), checking the observed t value with critical value given in the t distribution table

Level of significance taken is 0.05

Degrees of freedom, d.f = n-1 ,which is 11 Now from the table the critical value is 1.516 Rejection region : R < 1.516

Since the observed t value is less than critical value therefore the null hypothesis ,i.e :average monthly sales of .3mm gc sheets is 2 tonne’s is to be rejected.

So the average monthly sales of .3mm Gc sheets is less than 2 tonnes.

FINDING

Most of the shops we have visited are exclusive.

Dealers and Non-Dealers mostly sells Gc sheets to household customers.

Customers prefer GC sheets among other products eg. Asbestos, Durashine.

During this study we found that Jindal steel (JSW) and Bhushan Steel (Arti)’s GC sheets

sells maximum other than Tata shaktee.

Bhushan and Jindal steel has maximum sales of Gc sheets below .3mm.

Customer mostly purchase on the basis of Quality.

Maximum sales below .3mm sheets falls in the rural area.

Tata shaktee Gc sheets above .3mm sells maximum in the market.

April-june is the season of maximum sales of Gc sheets.

Tata Shaktee provides the best promotional activites and offerings to dealers.

Other companies are trying to increase their market share by providing its products at

reduced prices and they also provide more profit margins to the retailers.

On the basis of this study we have fund that Tata Shaktee should introduce its

Gc sheets below .3mm because it has a potential market and there is a huge

demand by the customers and dealers. This introduction of Gc sheets

below.3mm will not effect the Brand Image of Tata Shaktee.

CONCLUSION

At the end of the survey and after analyzing all the data collected, it is concluded that there is lots of demand of GC Sheet of Tata Shakti in the market. TATA STEEL should take necessary steps to fulfill this demandThe yearly requirement of GC Sheet product for 118 Dealers and Non-Dealers surveyed is currently is 450 MT which is likely to increase by around 30% to 50% by 2012. So TATA STEEL should prepare itself to meet the upcoming demand.From the data which I have collected and the feedback taken from customers, it was found that with respect to the quality, price, few more services like distribution etc. TATA STEEL is having upper hand that of the competition brand like S.A.I.L, ESSAR, JINDAL, BHUSAN etc. but still TATA STEEL is lagging in few aspects than of the competition brand.Apart from the analysis of the collected data the feedback were taken on how TATA STEEL can serve them better. Based on all these few suggestions were proposed to TATA STEEL which can help them in serving better and hence gain more customer satisfaction. By taking steps TATA STEEL can retain their existing customers as well as gain more customer demand.

LIMITATION OF THE PROJECT

o THE study based on information gathered by me. The suppliers of the

information may not have divulged relevant and elaborated details and hence, there is a possibility of inaccuracy.

o Many questions were not responded among the sample.

o There may be some consciously misrepresented the truth.

o Government Intervention on Dealers and Customers

o Lack of cooperation shown by respondents

o Some respondents were hesitant in sharing of actual facts

o Seasonal variations in different areas and seasonal influence on the sale of

products

Recommendations-

The company should maintain good relationship with dealers.

The company should provide some more margin to dealers because if it happens then the dealers will be initiated to sell more and motivated.

There should be more promotional awareness.

There should be maintain a gap between dealers in the same region.

While introducing Gc sheets below .3mm Tata Shaktee should use more innovative marketing campaigns.

Appendix

QUESTIONNAIRE

Name: …………………………………………………………………… Telephone No: - …………………………………Address: …………………………………………………………………

Q.1.Which type of shop is yours? Exclusive outlet Multi Brand outlet

Q.2. Which type of customers you deal inwith? Industrial Buyers Household Consumers Retailers Others

Q.3.Which types of sheet does customer usually goes for? GC Sheet Durashine Sheet Asbestos

Q.4. Which company’s product are sold more than Tata Shaktee? Jindal Bhushan Steel SAIL Hi-Tech None

Q.5.Which brand is mostly preferred by the Customers for GC sheets of below.30mm? Jindal steels Bhushan Steels SAIL Hi-Tech Q.6.On which basis the customer goes for purchase? On Quality On PriceQ.7.Most of the sales of these (below .30 mm) sheets falls in which region? Rural UrbanQ.8.Which thickness’ sheet is sold more? .2mm .3mm .4mm .5mm .6mm .7mm .8mm

Q.9.What is the Monthly sales (in tonnes) of Tata Shaktee GC Sheets based on thickness? .3mm .35mm .4mm .45mm .5mm .6mm .7mm .8mm

Q.10.What is the Monthly sales (in tonnes) of GC Sheets of other companies based on thickness?

Thickness

Tata Bhushan Jindal Hi-Tech Sail

.2mm.25mm.3mm.35mm.4mm.45mm.5mm.6mm.7mm.8mm

Q.11.In which period the sales of GC sheets are on their peak?

□Jan – Mar □Apr – June □Jul – Sep □Oct – Dec

Q.12. If Tata Shaktee comes out with a GC sheet of .2mm and below, will it be accepted in the market?

□ Yes □ No

Q.13. Whether the launch of .2mm GC sheet will have any impact on TATA’s brand image and why?

Ans:…………………………………………………………………………………………………………………………………………

Q.14.What are the others products you deal with?

□Rod □Asbestos □Cement □Other Hardware items.

Q.15.What type of offerings given by Tata Steel to attract customers?Ans:………………………………………………………………………………………………………………………………………… …………………………………………………………………………………………………….

Q.16.What type of offerings given by other companies to attract customers?Ans:………………………………………………………………………………………………………………………………………… …………………………………………………………………………………………………….

Q.17.What are the other activities done by Tata to promote their products?Ans:………………………………………………………………………………………………………………………………………… …………………………………………………………………………………………………….

Q.18.What are the other activities done by competitors of Tata to promote their products?Ans:………………………………………………………………………………

………………………………………………………… .........................................................................................................

BIBLIOGRAPHY

WEBSITE- INTRANET:

www.tatasteel.com

WEBSITE- INTERNET:-

www.tata.com www.google.com www.sail.com www.bhushan.com www.essar.com

MAGAZINES

Tisco News

BOOKS

Marketing management- Philip Kotlar Marketing management- Kevin Lana Keller Marketing management- Abraham koshy Marketing management- Mithileshwar jha

Software used

SPSS STATISTICS17.0