Summer Training Report

On,
MARKET STUDY OF STAINLESS STEEL PLATE

Submitted in partial fulfillment of the requirement for the

award of degree of
Bachelor of Business Administration
Session 2015-2018
Under the supervision of: Submitted by:
Jagdish Kumar Mayank Jain
(Regional branch manager) BBA 3rd year
5874209

Panipat Institute of Engineering & Technology,

Samalkha

Affiliated to Kurukshetra University, Kurukshetra

1
 DECLARATION

This is to certify that I MAYANK JAIN student of Panipat Institute of Engineering

&Technology studying in BBA 5th Semester, Roll No. 5874209 has prepared a project report
entitled MARKET STUDY OF STAINLESS STEEL PLATE for the partial fulfillment of
degree of Bachelor of Business Administration from Kurukshetra University, Kurukshetra.
I hereby declare that the project report submitted to the Kurukshetra University, Kurukshetra is a
record of an original work done by me under the guidance of Ms. MEENAKSHI SHARMA
The matter presented in this project work has not been submitted by me for the award of any
Degree or diploma/ associateship / fellowship & similar degree or any other institute

Signature
Name: Mayank Jain
Roll No.5874209

2
 ACKNOWLEDGEMENT

Gratitude of highest order is expressed to Mr. Yoginder Kataria (Head & Associate Professor) for
encouragement & support during my project. His care, endless support & trust motivate me for
opportunity to achieve. This project could not be completed without his insight & achieve.
I am neither expert nor a trend spotter. I am a management student with foundations of
management principles & theories who is keen in different industries, it's happening mainly in
Jindal Stainless Steel (Hissar) Ltd.
I am highly obliged to Mr. Jagdish Kumar my prime internal guide for his invaluable support;
guidance & knowledge that he has shared with me thereby aiding me in making this project a
success along with other employees who provided their utmost working knowledge, which has
broaden my area of interest & benefited mostly in completing the project.
I am highly grateful to my project guide Ms. Meenakshi Sharma, Assistant Professor, BBA ,
PIET) for her inspiring guidance & blessings for fulfilling the project report. I am very grateful
to Ms. Meenakshi Sharma for his/her research advice, knowledge & many insightful
discussion & suggestions.
Lastly I thank faculty & staff members of P.I.E.T, Panipat which gave me an opportunity
regarding training purpose & helped me in building some experience in my career.

Signature:
Student Name:- Mayank Jain
Student Roll No :-5874209

3
 EXECUTIVE SUMMARY

India was the worlds third-largest steel producer in 2016. @ The growth
in the Indian steel sector has been driven by domestic availability of raw
materials such as iron ore and cost-effective labour. Consequently, the
steel sector has been a major contributor to Indias manufacturing
output.
The Indian steel industry is very modern with state-of-the-art steel mills.
It has always strived for continuous modernisation and up-gradation of
older plants and higher energy efficiency levels.
Indias crude steel output grew 10.7 per cent year-on-year to 25.76
million tonnes (MT) during January-March 2017. Indias crude steel
output during April 2017 grew by 5.4 per cent year-on-year to 8.107 MT.

Indias finished steel exports rose 102.1 per cent to 8.24 MT, while
imports fell by 36.6 per cent to 7.42 MT in 2016-17. Indias steel exports
rose 142 per cent in April 2017 to 747,000 tonnes over April 2016, while
imports fell by 23 per cent to 504,000 tonnes in April 2017 over April
2016.
Total consumption of finished steel grew by 3.4 per cent year-on-year at
6.015 MT during April 2017.

Steel industry and its associated mining and metallurgy sectors have
seen a number of major investments and developments in the recent
past.
According to the data released by Department of Industrial Policy and
Promotion (DIPP), the Indian metallurgical industries attracted Foreign
Direct Investments (FDI) to the tune of US$ 10.33 billion in the period
April 2000March 2017.

4
INDEX

5
Chapter number Topic Pages
CHAPTER 1 INTRODUCTION
1.1) Introduction to the Industry 1-9

1.2) Introduction to the Company

10-27
1.3) Introduction to the Topic
28-48
CHAPTER 2 LITERATURE REVIEW 49-51
CHAPTER 3 RESEARCH METHODOLOGY
3.0) Research methodology
3.1)Statement of the problem
3.2) justification of study
3.3) Objectives of the study
3.4) Scope of the study
3.5 ) Research design 52-56
3.6) Collection of data
3.7)Sources of data collection

3.8)Sampling technique

3.9)Analytical tool used in study

3.10) Limitations of study

CHAPTER 4 ANALYSIS & INTERPRETATION 56-67

CHAPTER 5 FINDINGS,SUGGESTION& CONCLUSION
5.1) Findings 68-69
5.2)Conclusion
5.3) Suggestion

70
BIBLIOGRAPHY/ REFERENCES 71
(ONLY SINGLE FORMAT APA OR
HARVARD 6
ANNEXURE
7
 CHAPTER:1

INTRODUCTION

1.1) Introduction Of Steel Industry

8
Introduction
India was the worlds third-largest steel producer in 2016. @ The growth
in the Indian steel sector has been driven by domestic availability of raw
materials such as iron ore and cost-effective labour. Consequently, the
steel sector has been a major contributor to Indias manufacturing
output.
The Indian steel industry is very modern with state-of-the-art steel mills.
It has always strived for continuous modernisation and up-gradation of
older plants and higher energy efficiency levels.

Market Size
Indias crude steel output grew 10.7 per cent year-on-year to 25.76
million tonnes (MT) during January-March 2017. Indias crude steel
output during April 2017 grew by 5.4 per cent year-on-year to 8.107 MT.
Indias finished steel exports rose 102.1 per cent to 8.24 MT, while
imports fell by 36.6 per cent to 7.42 MT in 2016-17. Indias steel exports
rose 142 per cent in April 2017 to 747,000 tonnes over April 2016, while
imports fell by 23 per cent to 504,000 tonnes in April 2017 over April
2016.
Total consumption of finished steel grew by 3.4 per cent year-on-year at
6.015 MT during April 2017.

Investments
Steel industry and its associated mining and metallurgy sectors have
seen a number of major investments and developments in the recent
past.
According to the data released by Department of Industrial Policy and
Promotion (DIPP), the Indian metallurgical industries attracted Foreign
Direct Investments (FDI) to the tune of US$ 10.33 billion in the period
April 2000March 2017.

Some of the major investments in the Indian steel industry are as

follows:
9
 Jindal Stainless (Hisar) Limited, Indias largest stainless steel
producer, has entered into the defence sector by signing an
agreement with Defence Research & Development Organisation
(DRDO) to manufacture high nitrogen steel (HNS) for armour
applications.

JSW Steel Ltd plans to set up two plants of 10 million metric

tonnes each in Odisha and Jharkhand, which would require an
estimated investment of Rs 40,000 crore (US$ 6.21 billion) per
plant. The planned investments will double the company's
production capacity to 40 million metric tonnes by 2030.

Tata Steel has signed an agreement to purchase a majority 51 per

cent stake in Creative Port Development (CPDPL), which has a
concession agreement with the Odisha government to develop a 10
million-tonnes-per-annum (MTPA) Subarnarekha port at Chamukh
village in Balasore district of Odisha.

ArcelorMittal SA is looking to set up a joint venture (JV) factory in

India with state-owned Steel Authority of India Ltd (SAIL), to
manufacture high-end steel products which could be used in
defence and satellite industries.

Government Initiatives
Some of the other recent government initiatives in this sector are as
follows:

The Union Cabinet, Government of India has approved the

National Steel Policy (NSP) 2017, as it seeks to create a globally
competitive steel industry in India. NSP 2017 targets 300 million
tonnes (MT) steel-making capacity and 160 kgs per capita steel
consumption by 2030.

10
 Metal Scrap Trade Corporation (MSTC) Limited and the Ministry
of Steel have jointly launched an e-platform called 'MSTC Metal
Mandi' under the 'Digital India' initiative, which will facilitate sale
of finished and semi-finished steel products.

The Ministry of Steel is facilitating setting up of an industry driven

Steel Research and Technology Mission of India (SRTMI) in
association with the public and private sector steel companies to
spearhead research and development activities in the iron and steel
industry at an initial corpus of Rs 200 crore (US$ 30 million).

1.2) Introduction Of Jindal Stainless Steel Ltd.

11
 Our Founder: Late Sh. Om Prakash Jindal

Shri. Om Prakash Jindal, Founder Chairman of the Jindal Group was

born on August 7, 1930, to a farmer in Nalwa village of Hisar district in
Haryana. Having interest in technology from a young age, he started his
industrial career with a humble bucket-manufacturing unit in Hisar in
1952. In 1964, he commissioned a pipe unit, Jindal India Limited
followed by a large factory in 1969 under the name of Jindal Strips
Limited.
Shri. Jindal envisioned a self-reliant India in every sector of industry. To
fructify this vision, he gathered the latest technical know-how from
around the world and strengthened his industrial establishment.
Recognising his outstanding contribution to the Indian steel industry,
Shri. O. P. Jindal was conferred the prestigious "Life Time Achievement
Award" by the Bengal Chamber of Commerce & Industry in November
2004.
A visionary who is remembered for his business excellence and social
responsibilities alike, Shri Jindal believed that without the upliftment of
weak and backward sections of the society, a nation can never prosper.
Thus, he spent a lot of time in taking steps to alleviate poverty and boost
the backward sections of the society.
He was above caste politics and wanted to ensure a rightful place for
every individual in politics, regardless of his caste, colour and creed. He
firmly believed that all differences could be amicably resolved through
12
meaningful dialogues. With this conviction, he forayed into politics and
attained great success there as well. He was elected a Member of the
Haryana Legislative Assembly three times and a Member of Parliament
in the 11th Lok Sabha, from the Kurukshetra constituency of Haryana,
with a landslide victory in 1996. He also served as the Minister of
Power, Govt. of Haryana. His multifarious career was tragically cut
short with his accidental death on March 31, 2005.
"Where others saw walls, he saw doors" - that is how Shri. Jindal's
vision has been expressed. His journey from a humble origin to being a
successful industrialist, a philanthropist, a politician and a leader, will be
a great source of inspiration for generations to come.

Our Vision

Improving lives through trustworthy and innovative Stain-less solutions

OUR MISSION
To be a leading stainless steel company in the world
Forging reliable relationships with customers, suppliers, employees and
all other stakehoders
Building strong capabilities driving innovative practices, high quality
and competitive solutions

GROUP OVERVIEW

13
Founded by Shri O.P Jindal in 1970, Jindal Stainless is one of the largest
stainless steel conglomerates in India and ranks amongst the top 10
stainless steel conglomerates in the world. Its not only the magnitude of
our operations that determines our credibility and name, but we remain
inspired by our vision for innovation and enriching lives. Jindal Stainless
Group has an annual crude steel capacity of 1.8 MTPA and the group has
an annual turnover of Rs 14,500 crores.
Our growth has been backed by the excellence of our people, value
driven business operations, customer centricity, adoption of one of the
best safety practices in the stainless steel industry and a commitment for
social responsibility

SOCIAL INITIATIVES

14
OPJEMS SCHOLARSHIP
Founder of Jindal Group, Mr. O.P. Jindal was one who envisioned
success not only for himself and his business, but also for those who
shared his vision and had the faith to see his dreams transform into
Indias shining example of corporate excellence. OPJEMS is the
initiative in support of this vision.
The OPJEMS (O. P. Jindal Engineering & Management Scholarship)
was started in the year 2007 to commemorate Shri O.P. Jindal, the
founding father of the Jindal group. OPJEMS aims to identify
meritorious post graduate / graduate students who emulate Shri O.P.
Jindals vision and values and have the potential to become leaders in
entrepreneurial and innovation excellence.
Every year approx. 40 reputed Management and Engineering Institutes
are being invited in the scholarship process. The institutes include IIMs
and IITs along with other institutes of repute.
Yearly Scholarship Amount
INR 1, 25, 000 for a Management student
INR 65, 000 for an Engineering student
A total of 100 students (approx.) receive OPJEMS scholarship every
year. The final scholarship is awarded based on the score of the
individual in the online test (assessing him or her on leadership
behaviors), and personal interview in the final stage. Equal weightage
will be given for the online test and the interview.

NC JINDAL INSTITUTE OF MEDICAL SCIENCES

15
JIMS is a 42 years old Multi specialty Charitable Hospital. It was
founded by late Sh. O.P. Jindal in 1968.
Initially it was started as a dispensary for providing primary level
medical care. Today, with a capacity of 450 beds, we are providing
health care services to the community of Hisar and adjoining districts of
Haryana, Punjab and Rajasthan.
It is Located in the Heart of city, with multiple lush green lawns and
patient friendly environment in an area of 14.5 Acres. JIMS is equipped
with Latest Technology and Equipments to provide quality medical care
at an affordable cost.
Our institute treats about 3.5 Lac. Outpatients, 35000 Inpatients and
perform about 12000 surgeries every year.
JIMS has extended its services by establishing a specialized wing for
cancer treatment, comprising Surgical, Medical and Radiation Oncology
also.

VIDYA DEVI JINDAL SCHOOL, HISAR

Late Shri OP Jindal, former Member of Parliament, philanthropist,
industrialist of Haryana had a vision for a progressive state where men
and women would be equal to each other and in their equality lay the
secret for the state's advancement.
The result of this vision was the birth of Vidya Devi Jindal School, a
girls residential school at Hisar in Haryana (India). It was the maiden
venture of the Vidya Devi Jindal Rural Development Trust established in
1981 by Shri OP Jindal. The school became functional in July 1984 and
was granted affiliation by Central Board of Secondary Education
(CBSE), the same year.
The motto of the school is enshrined in the Sanskrit words 'Vidya Jyoti
Jeevan Jyoti' which means 'the light of knowledge is the light of life'. All
efforts are directed towards the achievement of this objective
considering that education is a social vehicle, which must drive you to
forge ahead and be a carriage for new ideas.
16
OP JINDAL MODERN SCHOOL
Founded on the munificent ideals and ethics inscribed in the very soul of
its founding father, Shri O P Jindal, OP Jindal Modern School, Hisar is a
Senior Secondary, Co-educational, English Medium Day School with a
whopping strength of over 3800 students. Affiliated to the Central Board
of Secondary Education, Delhi vide Affiliation No. 530256 (School No.
04291) the school is run by O.P. Jindal Charitable Trust. Ensconced
amidst verdant surroundings, the school is situated away from the din
and pollution of city life. Reflecting pure institutional excellence, the
school buildings incorporates latest design and layout accommodating
every soul with a feeling of space and secured environs. Its sprawling
campus spreads over an area of 19 acres of land. The school chiefly
offers Medical, Non-Medical, Commerce Streams for the students of
class XII so as to enable them to identify their passion for disparate
fields of education and acquire expertise, excellence and exposure in
their desired streams under the mentorship and guidance of experienced,
qualified and expert faculty to resolve their subject-related problems and
offer them a wholesome learning experience.
The earnest endeavors of Management, School Administrative Staff and
teachers are directed to raise the bar of academic excellence in tune with
the ethics and values deeply rooted in our culture and conventions. A
spiritual under-current remains enshrined in all educational systems and
processes to cater to the academic and creative needs of the students
hailing from diverse socio-cultural, religious and economic
backgrounds. A harmonious synthesis of well-defined vision, mission
and well-enunciated set of values inflame the spirits of management,
administration and teaching faculty to acquire high level of competence,
quality and expertise through experimenting with and introducing new
innovative teaching and learning methodologies for imparting the
holistic and comprehensive education to students in alignment with
global perspective of education.
STAINLESS STEEL INITIATIVES

17
Stainless Steel is truly the metal of the century.
Here at 'The Stainless' we travel many geographies from art, design and
architecture to provide a platform for creative minds for expressing their
interpretation & experimentation with this metal.
Launched in 2007 by Ms.Deepikaa Jindal, The Stainless Gallery has
showcased works of eminent designers, architects, artists & sculptors
through our previous exhibitions like Saptarishis, Ashtanayika & Ekant
to name a few. It endeavors to host such cutting edge exhibitions every
year.
Spread over 5500 Sq ft, technologically endowed, this state of the art
gallery not only has its own unique collection of Stainless Steel art.
offers its space as an exhibition venue to other artists and galleries to
showcase their works.
A Subsidiary of Jindal Stainless. The Stainless gallery is a one stop
destination for eclectic Stainless Steel Art.

1.3) Introduction to the topic

18
1. Market study is any organized effort to gather information about
target markets or customers. It is a very important component of
business strategy. The term is
Commonly interchanged with marketing research; however,
expert practitioners may wish to draw a distinction, in that
marketing research is concerned specifically with markets.

2. Market study is one of the key factors used in maintaining

competitiveness over competitors. Market study provides important
information to identify and analyze the market need, market size
and competition. Market study techniques encompass both
qualitative techniques such as focus groups, in-depth interviews, as
well as quantitative techniques such as customer surveys, and
analysis of secondary data.
To run a successful business, it is essential that you know who your customers are,
what they need, and how to reach them. Market research can help you get accurate
and specific information about your customers and competitors, which is a critical
part of starting or expanding your business. Consumer demands impact and direct
all aspects of your companys activities and can determine the success or failure of
your business.
WHY CONDUCT MARKET RESEARCH?
The environment that your business operates in can be very dynamic. Shifts in
economic conditions, demographic changes, new regulations and changes in
technology can all affect the way you do business.

19
 Market research can help you:
better understand the characteristics and preferences of your customers
identify opportunities to increase sales and grow your business
monitor the level of competition in your market
reduce the risk in your business decisions
develop and complete your business plan
Established businesses thinking about making significant changes, like business
expansion or relocation, can also use market research to support their decisions.
Some other common situations that might call for market research include:
launching a new advertising campaign
increasing production or stock levels
introducing new lines of products or services

HOW TO CONDUCT MARKET RESEARCH

Before you start, establish clear goals for the market research activity you will
undertake. You should define what you need to know and why.
Once you have established your goals, develop a strategy and select the techniques
you will use to gather data. The two broad types of research you can use are
primary and secondary research:
Primary research consists of data collected directly from potential
customers through surveys, focus groups, field testing, etc. You can do the research
yourself or hire a company to do it for you. If you complete the research yourself,
you keep the costs down and have the added benefit of getting to know the market
for your business.
A drawback of primary research is that it can be time consuming and expensive,
particularly if you are hiring a marketing firm to conduct the research. The benefits
are that you can target specific groups (such as your customers or the geographic
market for your business) and tailor the study to answer specific questions.
Secondary research involves searching existing information that has
already been collected, such as demographic data and industry statistics, and using
it in your own business or marketing plan.

20
 Secondary research uses existing resources like company records, surveys,
research studies and books. It is normally less time consuming than primary
research, and can be less expensive.
While secondary research is less targeted than primary research, it can still yield
valuable information.
The following are examples of questions that can be addressed through secondary
research:
What are the current economic conditions, and are they changing?
What are the industry trends?
Are there international markets for my product or service?
Who are my customers? (Population, age group, income levels, where they
live, etc.)
What is the state of the labour market?
Another key secondary resource is statistical data from official statistics providers,
associations and private organizations.
WHAT DO I NEED TO KNOW?
When conducting research there are some questions you may want to answer, and
primary or secondary research will help you find the answers. Some of the
questions you can consider include:
Who is My Customer?
Knowing who your customer is will help you choose a location, establish pricing,
and plan a selling strategy. Ask yourself: Who will buy my product? What are my
customers habits and preferences?
Is There a Demand for My Product/Service?
Make sure that your product or service is meeting the needs of your customers.
Who is My Competition?
Determine who your major competitors are, try to locate their strengths and
weaknesses, and see how your business compares.
Where Are My Customers Located?
Knowing where your potential customers are located will help you choose a
location, what kind of promotions to use, and other marketing strategies. It can also
help you learn about changes in your industry and how those changes could impact
sales.

21
 What Will I Charge?
The goal for your business is to maximize your profits while remaining
competitive. Pricing can play a large part in the success of your business, so you
will want to consider what your competitors are charging for similar products and
services and if you can maintain your prices over time.
How Should I Promote My Product/Service?
Ensure that you are using the most effective methods to promote your business.
When deciding on a promotional strategy consider what your competitors are
doing and what kind of media would best suit your customer (for example, online
media for a teen market).
Finding the data that can help you with your business decisions can be difficult,
and some of the data can be expensive to purchase. There are, however, a number
of affordable statistical and analytical resources available to you, as well as
guidance to help you make sense of all the materials available.
The Research and Statistics section of the Canada Business website offers a
number of categorized links to data and analytical resources, many of which are
free to access. Other sources of secondary research materials include libraries,
universities, industry associations and government departments.
FREE MARKET RESEARCH SERVICE
Info entrepreneurs specialized research service provides you with secondary
market research from a number of resources:
contact information for business associations, suppliers, manufacturers and
distributors
sample business plans
Canadian demographic information
consumer spending data
industry news and trends
international trade data

22
 CHAPTER-2
LITERATURE REVIEW
William R and Hiran C Barksdale (1974) on the marketing activities in the
service firms discovered that services marketing is generally on the low ebb.
Service firms tend. to be less marketing oriented; less likely to have marketing mix
activities car:ried out in the marketing department; less likely to perform analysis
in the area of service product; more likely to undertake advertising internally rather
than go to specialized advertising agencies; less likely to have overall sales plan;
less likely to develop sales training programmes; less likely to utilize the services
of marketing cons~iltants and marketing research firms; and less likely to spend
much on marketing, as a percentage of gross sales.

Richard M and Donald W Jackson Jr (1975) of 400 service and marketing firms
revealed that service firms are less likely to have marketing departments, to make
use of sales planning and training, and to employ marketing professionals like
consultants, advertising firms and market research agencies.

Ravisankar 'T S (1985) in a study on 'Marketing Strategies and Planning for

Business Growth in Banks' says that the marketing plan for banking services
should be supported by appropriate marketing strategies. He suggests that
marketing strategy for banks must be oriented towards customers-current and
potential.

Radhakrishnan (1 987) conducted a study on 'Marketing of Banking Services,

Constraints, Challenges and Strategy' and found that mixed banking, complaints
from customers about bank char.ges, competition from Non-banking financial
companies and growing investment consciousness of the public are some of the
23
impediments to bank marketing. It is suggested that the Branch Manager can
design appropriate marketing strategy tllrough identification of customer needs and
service efficiency with appropriate differentiation by understanding customer
behaviour."
Kusumakara 'Iebbar (1988) studied marketing strategies of banks aimed at
inculcating the habit of thrifl among the people. The suggestion is that keeping the
rural branchcs open on Surrdays can augment savings. Direct marketing is also
suggested to reduce waiting time and enhance customer satisfaction. Rude
behaviour of the employees, suspicious looks of the staff, vague knowledge of the
products, undynamic promotional methods etc., may hamper the banking business
in rural areas."

Saxena (1988) has in his study found that it was a mistaken belief that every
other instrument of saving available in the market competes with: bank deposits.
As each saving instrument aims at satisfying one or the other motive for saving and
is different in nature, instruments of one group are not likely to affect others. The
study concludes that banks should adopt aggressive marketing strategies to identify
new potential customers in order to maintain their share in the savings of the
household sector.

Ashok Kumar (1991) made an attempt to review and assess the extent of
application of marketing concepts and techniques in the banking sector. It has been
recommended that while folmulating marketing strategy, a bank should focus
attention on consumer sovereignty, on the attitude, responsiveness and personal
skills of their staff, on revitalizing the marketing department, on top management
support to the marketing department, and on participation of marketing personnel
in key bank decisions. Efforts should be made by the banks to understand and
estimate the attitude and perceptions of their customers as accurately as possible to
enable them to plan the market segments and design service offerings to suit their
customer^

Galloway and Blanchard (1996) studied the retail customer perceptions of those
factors which determine service quality and whether or not life stage affects
perceptions of quality. The study proposes a model based on the three dimensions
of process/outco~~~e, subjectrvei ob.jectlve and soft~har

24
Robert Johnston's !1997) study found that certain actions, such as increasing the
speed of processing information and customers, are likely lo have an important
affect in tenns of delighting customers. However other activities, such as
improving the reliability of equipment, will lessen dissatisfaction rather than
delight customers. Suggests that it is more important to ensure that the dissatisfiers
are dealt with before the satisfiers and emphasizes the need for genuine
commitment and attentiveness by front-line staff.63

Dan Sarel and Howard Mannorstein (1998) examined the effects of perceived
employee action and customer prior experience, on reactions to service delays by
conducting a field study of customers experiencing actual delays in a major retail
bank. The findings indicate that events and actions taking place prior to, during and
after the delay, affect consumer response. 64 The key insights of a multi- year,
multi -sector stream of research on customer service by Parasuraman suggest that
the scope of marketing should be broadened to include the delivery of customer
service as an integral component and that a judicious blending of conventional
marketing and superior customer service is the best recipe 55 for sustained market
success.

Tser-yieth Chen (1 999) aj~plied the Critical Success Factor (CSF) approach to
identify the appropriate CSFs underlying the strategies employed in banks. The
result of a factor analysis suggcstcd four con~posite CSFs: bank operation
management ability, developing bank trademarks ability. bank marketing ability,
and financial market management ability.

Young (1999) utilizing perceptual mapping to assist in analyzing market structure

and in developing strategies, tried to examine how consumers perceive alternative
banks 011 important attributes. It was found that market structure analysis could
assist the bank 111 identifying potential opportunities in differentiation and in
assessing the viability of lo\\. cost as a competitive advantage.

Gerrard and Cunningham (2000) has developed a model of bank switching that
contained six switchi:ng incidents. The study also investigated if certain
demographic characteristics of Singapore's graduates could be used to distinguish
those who have switched ba:nks from their counterparts. The results showed that
the types of incident that most often influenced bank switching were

25
'inconvenience', followed by 'service failures' and 'pricing'. The demographic
characteristics that were subject to testing, namely gender, age, salary and racial
group, showed no significant differences

James F Devlin (2000) studied as to how attempts can be made to add value when
offering services exhibiting increased complexity, intangibility and impalpability in
the eyes of most consumers. It was found that the features and quality of the core
service provided are judged by managers to be more important in adding value to
more complex services; as are organizational factors such as image and reputation.

Huu Phuong Ta and Kiir Yin Har (2000) studied bank selection preferences of
undergraduates in Singapore. In the study, nine criteria for bank selection decision
and five banks were identified, and the decision problem structured into a three-
level hierarchy using the Analytic Hierarchy Process. The findings indicate that
undergraduates place high emphasis on the pricing and product dimensions of bank
service^

Eapen Varghese (2001) in his study attempted to assess the customer service
rendered by commercial banks in Kerala. It was found that there is no difference
between the services rendered by public sector banks and private sector banks.

26
 CHAPTER-3
RESEARCH METHODOLOGY

3.1) OBJECTIVE OF THE STUDY

1. To study the marketing strategy of JSL
2. To study the marketing channel of JSL
3. SWOT analysis of company
4. To gather the data and check out the customer buying behavior towards JSL
products through questionnaire

3.2) RESEARCH DESIGN

A research design is a pattern or an outline of the research projects working.it is a
statement of only the essential element of the study those provided the basic
guideline for the details of the project. It comparies a series of prior decision that
have been taken toghter provided the master plans of the exciting projects .
A Research design serves as the bridge between what has been established i.e the
research project objectives and what is to be done in conduct of the study to relish
those objectives .if there were no research design the research would have only
foggy nations as about is to be done.
I have used the type of descriptive type of research.

27
3.3) Collection Of Data
The collection of data is may collected from the primary as well as the secondary
source of data and collection of data may be collectively filled by the questionnaire
from the peoples.

3.4) Sources of collection of data

Primary sources: the primary data is collect using methods and survey
using questionnaire.
Secondary sources: secondary sources of data may included regarding the
present market scenario; information regarding the mutual fund are
collective by the internet, magazines and newspaper and books.

3.5) Sample Planning

Sample Size 20 unit
Sample extent - Hissar

3.6) Sample Design

A sample is a definite for obtaining a sample from a given population. its refers to
the technique or the method the researcher would be adopt in the selecting items
for the sample.

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3.7) Sampling Technique
I have to use the survey method to collect the sample and the data

Questionnaire plain I have used the structured for gathering the required
through contacting respondent personally

3.8) Limitation of the study

Time constraint is one of the limitation

Study is limited to 20 customers of JSL

The accuracy of the analysis and conclusion drawn entirely depends upon
the reliability of the information provided by the employees

The time duration for the project is limited to eight weeks so it was difficult
to analyse the training needs at micro level.

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 CHAPTER -4
ANALYSIS &
INTERPRETATION

30
 TOTAL CONSUMPTION OF STAINLESS STEEL
PER MONTH (in ton)

S.NO TOTAL PERCENTAGE

CONSUMPTION PER
MONTH (in ton)
1 <250 30
2 250-500 40
3 500-1000 20
4 >1000 10

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 Total consumption per month (in ton)
10.00%

20.00% 40.00%

250-500
<250
500-100
>1000

30.00%

Interpretation
From this pie chart it is clear that around 40% consumption lie between 250-500 ton
which is moderate, 30% below 250 ton, 20% between 500-1000 ton and not more than
10% consume above 1000 ton so overall steel consumption is moderate we can say.

Forms of stainless steel consumed by you

S.NO FORMS OF PERCENTAGE

STAINLESS STEEL
1 H.R.S.S PLATES 10
2 H.R.S.S COILS 30
3 C.R.S.S COILS AND 40
SHEETS
4 Any Other 20

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 Forms of stainless steel consumed by you

20.00%

10.00%
H.R.S.S Plates
H.R.S.S COILS
30.00%
C.R.S.S COILS AND SHEETS
Any Other

40.00%

Interpretation
Here we can see that nearly half of the customer buy C.R.S.S coils and sheets and after
them customers go for H.R.S.S Coils and rest type of steel are less consumed.

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 Chapter-2
LITERATURE REVIEW
35
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