A Project Report

On
“A review of
market for steel
in India”
By
Kavya Gupta
Roll No. 19145
Submitted in partial fulfilment of the requirement of
Summer Internship Programme
Under the Guidance of
Prof. Dr. M R Suresh
SDMIMD, Mysore

SDM Institute for Management Development

Mysore, Karnataka, India

1
 CERTIFICATE BY THE FACULTY GUIDE

SDM INSTITUTE FOR MANAGEMENT DEVELOPMENT, MYSORE

This is to certify that Roll NO 19145 Mr Kavya Gupta of PGDM Batch 2019-
21 has satisfactorily completed Summer Internship Project titled “A review of
market for steel in India ” partially fulfil the requirements of the PGDM
program under my guidance.

Signature: Date:

Name:

Designation:

SDM Institute for Management Development, Mysore

Institutional Stamp

2
 ACKNOWLEDGEMENT

I am using this opportunity to express my gratitude to everyone who supported me

throughout the course of this SIP project. I am thankful for their aspiring guidance,
invaluably constructive criticism, and friendly advice during the project work. I am sincerely
grateful to them for sharing their truthful and illuminating views on several issues related to
the project.

I express my warm thanks to Dr. Suresh for their support and guidance, It would not be
possible without the guidance of sir , sir helped us at every stage , Sir taught us various
concepts that we are able to apply here today, thanks a lot sir.

I would also like to thank my project external guide Mr. Sandeep from the Tata Steel
company and all the people who provided me with the facilities being required and
conductive conditions for my SIP project.

Thank you,
Kavya Gupta

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 EXECUTIVE SUMMARY

The global steel sector remains under pressure

The excess capacity overload continues to put pressure on the global steel industry ,
especially given uneven economic growth and low demand in stainless steel. Some Chinese
capacity should be eliminated in accordance with the national targets in the next few years
but, overall, more new capacity investments will take place than are eliminated. In the second
half of 2014, global steel demand forecasts were reduced as the positive dynamics from the
earlier period failed. We are seeing a reversal in our role, as many fast-growing markets did
not live up to demand.

The Indian steel sector: slow but steady

The demand for steel in India was well below expectations. The steel consumption of India is
expected to increase annually by approximately five to six percent in the next two years.
Indian steel 's capacity should also rise to 8.8% of CAGR in 2013 from 99 million to about
125 metric tons mt in 2016. The Government of India fixed its 2025 to 2026 target of 300
million tons.

Global developments will shape the Indian steel landscape

The Indian steel industry has until now been relatively island; but it has been influenced more
and more by the developments in global steel, raw material and energy. Certain key factors
worldwide which influence national growth, rates and medium- to long-term forms.

Driving competitiveness and growth in the Indian steel sector

Competitiveness is an imperative to survive and succeed. In order to achieve sustainable

growth and success in the Indian steel landscape, several critical success factors, enablers and
building blocks are necessary.

Government support and regulatory framework.

The steel industry, usually linked to the nation's economies, was supported by each
government during the development phase and the economic downturn. These benefits
include low cost loans, tax incentives, subsidized access to land and business tariffs. In order
to meet the most significant challenges of land acquisition, regulatory approvals and access to
infrastructure, the Indian Government will also create a supportive environment and adopt

4
action to achieve the highest possible signals, such as the single electric window and the
creation of special purpose vehicles (SPV).

Infrastructure and logistics.

The steel industry is expected to produce 300 meters of finished steel, taking a total of about
1200 meters. Many of this extra capacity is likely to be installed in a few clusters. In order to
produce and evacuate the clusters, they will have access to key infrastructures such as land,
trains and ports. Land procurement needs to be simplified, railways upgraded in order to
address increased volumes and increase port efficiency and capacity. The most important
thing to achieve is to adopt a collaborative approach by the government, project supporters
and other actors.

Capital

In order to build new capacity, a signed capital investment will be necessary. Furthermore,
steel producers must constantly assess their decision on the allocation of capital. Given the
steel company risks , especially unintegrated players, and the experience of lenders, the
availability of large capital in India is a challenge at reasonable costs. In addition, the balance
sheets of several current participants are stressed due to margin shrinkages, which means that
additional debt is difficult to accept. In order for investmenters, creators and steel producers
to raise the capital needed at competitive cost, the government will need to create a
supportive environment. Despite the world's steel companies their own challenges, may be
facilitated to invest.

Raw materials security.

Safety of resources at competitive prices has been a crucial factor in India's steel success, but
challenges have emerged in recent years. Strategies to deal with this problem and manage
volatility should include investment in infrastructure for import facilitation, joint ventures
with global miners, vertical integration, diversified sources of raw materials and the
establishment of the steel and other commodities derivatives market. Domestic industries
already allow tax measures to promote resource conservation. It could increase confidence in
industry to broaden those principles to coal and to resource end users.

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Supply chain optimization.

Steelmakers are likely to face diverse external and internal risks in an uncertain, uncertified,
complex, and ambiguous business environment despite their high demand for Indian steel
growth potential. Certain key approaches to increasing and sustaining capacity of steelmakers
in the competitiveness and infrastructure sector are to re-engineering models of supply chain
operations.

Sustainability and environmental reforms.

Steel companies acknowledged the need for increased energy efficiency and measures for
controlling emissions. The growing lack of natural resources has led to the use, management
and protection of resources of regulatory bodies. Steel manufacturers therefore need to align a
sustainable agenda to their business growth agenda.

Demand growth to fuel ambitions

In India, despite global overcapacity, domestic demand growth still drives ambition. In order
to achieve ambition, strengthening domestic demand is crucial. A steel curve, socio-economic
indicators and the announced directional plans of the new government all suggest a potential
to boost the Indian industry 's size. Making in India should provide a fresh boost to steel
consumption. The latter, discussed more closely, shows that concerted work should be done
by all stakeholders. But the industry must play a leading role in converting this. The
government will probably support a new policy.

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 TABLE OF CONTENTS

Chapter Particulars Page No.

1. Introduction
- Indian Steel Industry Overview 8
- Industry Structure 8
- Market Size
9
- Indian top 5 companies producing steel
TATA STEEL LTD. 10
- Company history and background
- Business divisions of the company:
14
- Main activities, functions, and processes
- Products/Services 15
16
19
2. Situation Analysis
- Detailed context (why and what) of the 23
project
- Problem Identification
23
- PESTAL Analysis
- Analysis of external factors/drivers 23
- Analysis of internal factors/drivers 24
- Analysis of technology factors
25
- Market factors
- Competitive factors 26
- Other Environmental factors (SWOT 27
Analysis)
28
30
32
3. Research Methodology
- Background of the Study 33
- Objectives of the Study 33
- Research Design
33
- Questionnaire
- Data Collection 33
- Data Analysis & Interpretation 34
38
4. Key results/ key learnings 48

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 5. Recommendations 49

6. References 51

1. Introduction

- Indian Steel Industry Overview

Steel is one of the most essential materials in the world. It is crucial to any country's
development as it forms the basis of industrialisation. The interest in steel stems essentially
from the context, vehicle and sustainable buyer industries and the fortunes of steel are
associated with these customer undertakings exceptionally.

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The establishment of Tata Iron and Steel Company TISCO began in India in 1907. In 1947 ,
India had a younger private steel industry with only 3 large steel companies with an absolute
1.0 MT limit.

The Indian Steel Industry currently accounts for 2,0 percent of India's GDP and employs
approximately 2,5 million people. India has been a serious producer of metal thanks to the
small effort and accessibility of coal and iron minerals.

India was the second largest steel manufacturer in the world with a production volume of
106.5 MT in 2018. The development of raw materials, including iron mineral and financially
skilled works, was driven on the local accessibility of the Indian steel division. The steel part
was therefore a major supporter of the assembly output of India. India's limits on production
of steel in FY19 rose to 137,975 million tons. With a rough steel production of 111.2 billion
tons, India outperformed Japan to become the second largest steel manufacturer on the planet
in 2019.

The Indian steel industry is extremely present day with cutting edge steel plants. It has
consistently strived for ceaseless modernisation and up-degree of more seasoned plants and
higher vitality proficiency levels.

Industry Structure

In India, the enterprise depends on the idea of the association of integrated steel producers
(ISP) and secondary manufacturers.
Incorporated steel manufacturers are organizations that operate in the entire steel estimation
chain, from iron mining and assembly to finished steel displaying. The integrated steel
companies produce 43.0 percent of steel production in India. The most coordinated
stakeholders in India are Steel Authority, Rashtriya Ispat Nigam Limited (Vizag Steel), Tata
Steel, JSW Steal and Power, JSW Steel, Electrosteel and Essar Steel. Jindal and Ji are also
important players Jindal

Optional producers are usually smaller manufacturers who assemble iron and scrap steel.
Auxiliary manufacturers produce steel by mini bubble oven, electric arc oven and induction
oven. In India, the share of optional fabricators has steadily increased, with auxiliary
fabricators accounting for about 68.0% of steel production in India in 2011-2012.

Market Size

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India's done steel utilization developed at a CAGR of 7.5 percent during FY08-FY19 to
arrive at 97.54 MT. India's unrefined steel and completed steel creation expanded to 106.56
MT and 131.57 MT in 2018-19, individually. In FY20 (till February 2020), rough steel and
completed steel creation remained at 100.78 MT and 94.01 MT separately.

During 2018-19, 6.36 MT of steel was traded from India. Fares and imports of completed
steel remained at 7.78 MT and 6.39 MT, individually, in FY20P (up to February 2020).

This represents 25.0% of the world 's creation for purchase. India is also China and Japan's
third biggest manufacturer of pig iron, accounting for 5.0% of global production. In India the
steel output decreased to 3137 thousand tonnes, as indicated by worldwide full scale models
and the wish to examine Steel production in India at 9600.00 in a year in April, as shown by
trade economics, from 8650 thousand tons in March of 2020. India Steel production in the
long term, as indicated by our econometric models, is expected to slant about 9650.00
thousand tons in 2021.

Indian top 5 companies producing steel

1) JSW: JSW Steel is a leading JSW Group organisation. The company is a main steel
manufacturer. One of India's fastest-growing organisations, it is now close to over 100
countries. JSW is also the principal manufacturer of high-quality and high-quality steel
products for its vehicle sections.

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2) TATA Steel: Tata Steel is presently the world's second-most geologically broadened steel
maker with a yearly rough steel limit of 33 million tons for each annum. The organization
one of only a handful hardly any steel tasks that is completely incorporated – from mining to
the assembling and showcasing of completed items. Constant improvement in its item and
administration portfolio, alongside accomplishment in esteem making activities for clients,
permits the organization to serve worldwide development markets. Today, it works in 26
nations and has a business nearness in more than 50 nations with representatives across five
landmasses.

3) SAIL: Steel Authority of India Limited (SAIL) one of the seven Maharana companies of
the central public sector, is the largest steel manufacturing organization in India.

In five incorporated plants and three unusual steel plants, found mainly in East and Central
districts of India, the organization manufactures iron and steel and arranges near home
sources of crude materials. The broad spectrum of SAIL steel products is manufactured and
sold.
4) Vizag steel: Visakhapatnam Steel plant is a coordinated steel manufacturer based in the
German and Soviet countries of Visakhapatnam, India. The organization grew from a
disaster-producing industry to a $3 million turnover company with 203.6 percent growth over
just four years. On 17 November 2010, Vizag Steel Plant received status from Navratna.
Founded in 1971, the company concentrates on the creation of esteem for salesable steel with
214 000 tons delivered in August 2010.
Rashtriya Ispat Nigam Limited produces and sells steel products in India mainly to
customers, mechanical customers, retailers, and sellers.
RINL is perhaps the largest "bar and rod" manufacturer in the country with a select item mix
of yearns. RINL 's results also cover Rebars, Wire Rods, Rounds, Structural, Blooms, Bills
and Pig Iron, as well as announce the results, such as ammonium sulphates, benzene and so
on. Slag and other synthetic coal substances.
Its long steel products take the preconditions of construction , infrastructure, manufacturing,
car, general engineering and manufacturing into account.

5) Essar steel: Essary Steel India Private Limited is a fully integrated Indian carbon steel
maker with an existing limit of 10 million tons per year (MTPA), ranging from iron metal to
ready showcases. The Essar Steel assembly office includes the use of minerals, pellets, iron ,

11
steel and downstream offices such as the cold-moving plant, stirring, the pre-covered office,
the steel handling centre, an extra-wide plate manufacturing facility, and a burner plant. As of
today, ArcelorMittal Nippon Steel India possessed and worked Essar Steel.

In the manufacture, construction, automobile, development, roads, white materials, line pipe,
wind construction and age of force, boilers and weight vessels and yellow goods, the
company offers steel products. The Company's items incorporate the accompanying:

TATA STEEL LTD.

- Company history and background

Tata Steel was founded in 1907, and the leading organization of Tata is Asia's leading
coordinated steel plant, currently the second largest steel manufacturer in the world, and
Fortune 500. Sponsored by 100 paradise-long steel engagement periods, Tata Steel is the
sixth largest steel industry worldwide with a current limit of 30 Mt per annum (MTPA) for
rough steel creation. In more than 50 European markets with assembly units in 26 nations
Tata steel has a reasonable global proximity to fast-developing Asian markets.

Jamshedji Nusserwanji Tata, the originator 's vision, was that the main stake in Sakkhi's dirt
crashed on 27 February 1908. His vision helped Tata Steel to overcome misfortune a few
times and try to improve, despite seemingly overwhelming opposition.

Jamshedpur (India) Tata Steel 's work is scheduled to increase to 10 MTPA by 2010, with a
rough steel generation limit of 6.8 MTPA. In addition, in the conditions of Jharkhand, Orissa
and Chhattisgarh in India , the Company proposed three Greenfield steel ventures with an
extra 23 MTPA limit and a Greenfield venture in Vietnam.

Tata Steel has developed assembly and promotion system in Europe, South-East Asia and the
Pacific-edge nations through its interests in Corus, Millennium Steel (rebranded Tata Steel
Thailand) and NatSteel Holdings, Singapore. Subjected to works in the UK, the Netherlands,
Germany , France, Norway and Belgium by Corus in 2008, which produced more than 20
MTPA of metal.

Thailand's Tata Steel Thailand is the largest manufacturer of long-distance steel products in
Thailand. A 0.5 MTPA reduced impact heater venture was proposed in Thailand by Tata
Steel. For local tasks in seven countries, NatSteel Holdings produces about 2 MTPA of steel
products.

Tata Steel also has entered the advertisement for steel construction and development
applications, through its joint effort with Tata BlueScope Steel Limited.

The iron metal mines in India give the company a clear leeway in the supply of crude
materials. Thailand, Australia, Mozambique, Ivory Coast (West Africa) and Oman are also
working together to ensure the safety of raw materials. Tata Steel agreed to a 50:50 Joint
Coal Mining Endeavor Organization with the Steel Authority of India Limited in India. Tata
Steel also acquired 19.9% of New Millennium Capital Corporation.

12
The growth and globalization target of Tata Steel requires a search of chances in the titanium
dioxide business in Tamil Nadu, the South African ferrochrome plant and the establishment
of a deep seaport on the shore of Orissa.

Tata Steel India, the world's main coordinated steel organization, is awarded the Deming
Application Prize for its excellence in total quality management outside of Japan.

Business divisions of the organization:

•Bearings Division: Manufactures metal rollers, twofold column self–adjusting heading,

magneto orientation, grip discharge course and tightened roller direction for bikes, fans,
water siphons, and so forth.

•Ferro Alloys and Minerals Division: Operates chrome digs and has units for making ferro
chrome and ferro manganese. It is perhaps the biggest player in the worldwide ferro chrome
showcase.

•Agrico Division: Tata Agrico is the first sorted out maker in Quite a while of hand
apparatuses and executes for application in agribusiness.

•Tata Growth Shop (TGS): Has planned, created, produced, raised and shipped many huge
quantities of gear from overhead cranes to segments of high precision, including an Indian
Space and Research Organization rocket platform.

•Tubes Division: The largest producer of steel tubes with the largest part of the industry in
India, it is trying to strengthen its proximity to the market by growing and modernizing its
limit on business and precision.

•Wire Division: It produces uncovered wires, marked as Tata Wiron, a pioneer of India steel
wiring. In Sri Lanka, the division also works as a fully owned subsidiary.

- Main activities, functions, and processes

The focus on Tata Steel is constantly to drive and maintain excellence in its operations
through an unwavering effort to improve processes, products and people.

Tata Steel is providing solutions and products to India, South east Asia and Europe, Under
India Tata segmented Indian market in three categories of Automotive & special product &
retail and Industrial Products, Projects & Exports, Cater India within these following
segment:

Agriculture:

Equipment and machinery need to satisfy certain reliability, durability and efficiency
requirements in agriculture and forestry equipment sectors. For these specific steel

13
applications, Tata Steel recognizes the critical role played by wear resistant steel and
manufactures a wide variety of engineered machines in these segments.

Tata Agrico, Tata Steel 's oldest brand, is a pioneer in superior agricultural instruments and a
leading producer of hoes, sickles, pickaxes, paddles and garden tools. It also entered the
market of hand tools to launch its own set of files, pinches, clamps, wrenches, screwdriving
devices and other devices. Agrico introduced its specialised tools for the mechanised
implements market.

Automotive Steels:
In recent decades, the Indian Automotive industry has advanced substantially and has become
one of the world's fastest developing markets. The material of choice remains stable for
manufacturers of steel cars, accounting for 60 to 65 % of the total raw material content of an
Indian vehicle average. Tata Steel invested heavily in new facilities (upstream &
downstream), recognizing new automaker needs.
In the automotive industry Tata Steel has taken lead, including micro alloys, high strength
steels, Interstitial Free (IF) and two-wheeled steel Galva Annealed. We were the first
integrated domestic hot roller steel supplier for passenger vehicles and exterior carriage
panels. We aim to bring the next generation of high-strength steels (AHSS) to India with the
commissioning of JCAPCPL (Joint Venture TSL-NSSMC) and Kalinganagar Plant (Joint
Society).

Construction:
Steel consumption, a key ingredient of industries like construction and infrastructure, is
closely linked to a country's or region' s economic prospects. Tata Steel has products and
services that satisfy the needs and standards of the global construction industry, from building
the most important buildings in the world, to providing the metal and expertise for
infrastructure projects.

Tata Steel provides a range of products and systems that could be segmented by the structural
framework (section, tube), infrastructure, building solutions (tooth and wall products) and
internal installation (HVAC) according to their primary function.

The company works closely with customers to deliver solutions designed to improve cost
efficiency and construction rate, increase buildings and infrastructure functionality and

14
performance and reduce resource consumption and energy consumption both in the initial
construction process and in ongoing use.

Consumer Goods:
Tata Steel ensures that it continually renews its product range with customized developments
and innovations to meet certain specific requirements in an increasing economy when its
customers are becoming better and more quality-conscious each day. For a wide range of
customers worldwide , the company manufactures and processing steel. These include
domestic appliances, manufactured goods, packaging, etc.

These products are mainly used in white goods, lighting , furniture, office and IT equipment.
In this sector clients want to offer a variety of high quality products – often customized
according to their specifications – supply and service reliability and flexibility, innovation
and technical support to offer them differentiation and competitive advantage. To address
this, Tata Steel has organized its product and service portfolios to address market needs.

Energy and Power:

With increasing global demand for core energy sources, Tata Steel products play a vital role
in ensuring optimized steel solutions for the global energy and power industries and the
increasing renewables. As a leading steel company in the world, the Company continuously
improves its product range as well as developing innovative products to meet the evolving
demands of the industry.

A variety of applications on the energy market meet higher performance steels, supported by
dedicated support and expert advice. For this sector, Tata Steel has a wide range of energy
applications and high-quality stainless steel products including high-quality pipeline systems,
structural products, light manufactured systems, and steel components for the drilling and
power generation industry. Further processing options including coating, profiling and
soldering are also available.

Engineering:
Getting to the ground are some of the areas which demand a lot of technological applications
for steel. Motor engines and hydraulic systems.

15
The complete portfolio of solutions includes routine testing, engineering services and
customized plant and equipment, as well as engineering consulting. A wide range of
industries are provided with multi-disciplinary expertise in the design , fabrication and supply
of high-precision equipment.

Tata Growth Store (TGS) is a multidisciplinary engineering complex designing and

manufacturing heavy equipment including electrical overhead cranes. TGS offers in-house
design and production capacity and contributes to the Company's capital projects.

Material Handling:
Dependable and predictable steel quality is fundamental for the confirmation of security, the
shirking of exorbitant machine personal time and the conveyance of basic properties, for
example, outstanding wear obstruction in administration. Tata Steel is the favored provider
for some enormous players in the Material Handling segment, which fabricate apparatus
utilized in the development or extraction of materials. This incorporates substantial
development and earth moving gear, mining apparatus, cranes and fork lift trucks, just as
agrarian and ranger service hardware, and trailers.
These sub-segments are profoundly steel serious and require a wide scope of steel items
including high quality steel strip and plate, hot and cold framed empty segments, exceptional
profiles, built steel bar and cylinders and so on.

- Products/Services

Hot Rolled: Hot-moving alludes to a plant procedure wherein you roll the steel at a
temperature over its recrystallization temperature; a warmth that commonly surpasses 1000°
F.Hot-moved steel normally has a flaky surface completion.

Cold Rolled: Cold Rolled Steel. Cold moved steel is basically hot moved steel that has had
further handling. The steel is handled further in chilly decrease plants, where the material is
cooled (at room temperature) trailed by strengthening or potentially tempers rolling

Coated coil: Loop covering is the nonstop and profoundly computerized modern procedure
for effectively covering curls of metal. Since the metal is treated before it is cut and shaped,
the whole surface is cleaned and rewarded, giving firmly reinforced completions.

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Tubes: Steel tube is solid, extreme, and strong. It tends to be round, square, or rectangular.
Steel tubing frequently consolidates distinctive compounds, for example, aluminum,
manganese, titanium, and tungsten. Steel tubing can be welded or consistent. Consistent
cylinders are made by disregarding the liquid steel a penetrating bar to make an empty
cylinder.

Rebar: Rebar, referred to when massed as fortifying steel or support steel, is a steel bar or
work of steel wires utilized as a pressure gadget in fortified concrete and strengthened brick
work structures to reinforce and help the solid under strain. Concrete is solid under pressure
however has frail rigidity.

Wire Rods: Wire bar is a moved amalgam or nonalloy steel item, created from a semi (for
example blossom) and having a round, rectangular or different cross-segment. Especially fine
cross-segments might be accomplished by ensuing virus shaping (drawing). Wire bar is
twisted into loops and shipped in this structure.

Steel n Style: Steel n Style offers a wide range of furniture made from the finest quality
CRCA steel, manufactured by furniture designers and designed on advanced machines. The
range includes all of steel almirahs, fittings, dressing tables, beds, perusing tables and PC
tables.

Parvesh: Parvesh have scope of steel Fabricated from high evaluation steel utilizing best in
class innovation, these entryways offer preeminent protection from climate limits, fire,
termites and different perils regularly experienced on account of wooden entryways.

SmartFAB: SmartFAB is India originally marked Welded Wire Fabric (WWF), otherwise
called welded wire work. It is a cold-worked, ribbed, electrically combined wire texture, that
can be utilized in solid fortifications, prompting ideal steel use near real plan, in this manner
decreasing steel power and prompting cost and time investment funds. SmartFAB gives a
speed up development, material cost decrease, work efficiency improvement, powerful site
the executives and good quality affirmation. This welded wire work solid pieces spares
section to-chunk throwing time, streamlines configuration, assists manufacturers with
working more brilliant and gives first rate quality affirmation.

Tata Tiscon Superlinks: It is stirrups rings made of high quality ribbed TMT support bar in
most utilized sizes. They solve the problem of of twisting stirrups on shafts at an ideal edge

17
of 135degree, reasing man mistake, guaranteeing an ideal lock with regards to making
stirrups that hold rebars and bars set up. Accessible in various sizes, these Superlinks are
inclined to seismic action. Presently accessible in another GFX covered form, which
improves consumption obstruction and upgrades holding of rebars with concrete.

Tiscon Footings: It functions as a framed structure of C moulded rebars placed in the base of
the building sections. Footing also varies between local and district. Henceforth traders are
equipped to produce these bases to deal with these local varieties. They allow for rapid
development and are particularly useful in the storms to prevent water aggregation in the
establishment .. With these finished fittings, the whole procedure can be completed in just
two days. There is no waste of material as the exact number and length of the C-formed
components are the standard segment cross sections. The work is fixed.

Cut and Bend Rebar: In 2008 a downstream Tata Tiscon brand was propelled to offer the
development company ready for use. The necessity for that has been driven by moving
development practices to use off-site production facilities, which have arranged from the
persuasive work on the site.

Cut and twist arrangements for TIScon Readybuild address issues such as rebar preparation,
waste, stock management, transport, work, pilfering and deferment in building premises. Our
17 mechanized system provides TATA Steel with cut and curve management to focus on the
nation.

Tiscon Readybuild BBS: It offers proficient support of create Bar Bending Schedule (BBS)
according to client's auxiliary drawing. TATA Steel, through its expert system, give drawings
precision in measurement, edges and designs by utilization of the most recent programming.

Tiscon Readybuild Couplers: It is the mechanical fittings used to join two bars and then
waive the lap requirement. TATA Tiscon is the leading Indian steel manufacturer that
provides a series of mechanical couplers to be used with Tata Tiscon rebars. The couplers can
be accessed from 12 mm to 40 mm, covering a wide array of customer needs and ensuring the
support of confidence and cost-building investments.

Roof Junction: It a finished material arrangement, gives clients quality stirred creased sheets
as well as offers a total material arrangement – from establishment to upkeep of the rooftop.
Other than straightforwardness in evaluating of item and administration, it offers the help of a

18
committed group of prepared and guaranteed fabricators utilizing current procedures of
rooftop establishment; to make the procedure fast just as savvy. The arrangement guarantee
on spillage and free upkeep administration the first year. The client support focus offers
clients quality help.

Tata Shaktee Ridges: It is a material frill which runs on either side of the tower inclines
along the joined width of GC sheets. The first marked edge was Tata Shaktee. One of the
many focal points of this article is the fact that it does not rust effectively, that it fits perfectly
and that rooftops look outstanding ..

Nest-in: Home In is steel based development arrangement. With its skillet India’s nearness &
exceptionally productive conveyance component, Nest-in endeavours to give total turnkey
arrangement one of a kind client encounters at its centre. It is appropriate for different
applications like prefab lodging, prefab measured latrines, whenever water booth, security
lodges, architect housetop houses, and so on. The contributions are outfitted towards meeting
and up and coming prerequisites under different government activities like Swachh Bharat
program, Smart City activities and CSR activities of different firms. Aside from these, Nest-
In has a bin of contributions which considers different light weight pre-assembled
development arrangements necessities for tasks and activities. The fashioner housetop
contributions are the ideal answer for urban housetop lodging.

Tata KOSH: It is a brand of Tata Steel electrifies plain steel and one more case is how Tata
Steel draws closer to its customers. Manufacturers use it to produce supplies and supplies of
equipment like trunks, cereal stores, goblets and cans. It tends to the retail use of GP sheets
for rustic and urban family units of Tier 3 with spangles.

Tata Aashiyana: Aashiyana is an activity by Tata Steel to address the differed needs of
Individual Home Builders (IHB), which is the center client portion for its Rs 5,800-crore
retail brand Tata Tiscon.

In India, home development keeps on staying an attractive however testing venture for the
normal Individual Home Builder. Absence of important direction, thoughts and data
altogether limit a house developer's ability to get his/her 'fantasy home' built.

Aashiyana is an online entryway that puts the Individual Home Builder back in the driving
seat for their development ventures. It enables the home developers by giving them pertinent

19
data, uplifting thoughts and dependable contacts readily available. Extending from an
enormous scope of structural plans to peruse and get roused by, to finding a confided in
specialist co-op in their territory, the Aashiyana entryway underpins the home manufacturers
over their home structure venture.
It likewise offers clients a helpful and solid stage to buy Tata Steel items, for example, Tata
Tiscon rebars, Parvesh entryways and windows and use them in the development of their
homes.

2. Situation Analysis

- Detailed context (why and what) of the project

Market Research of Tata WAMA and generate pipeline for customer:

Tata is Introduction to WAMA coined from Walling Masters' is Tata Steel's latest offering in the retail
and institutional segment catering to the walling and fencing needs of consumers. It is an 8OGSM
Galvanized Roll-formed trapezoidal profile sheet catering to the non-roofing segment as per BIS
specification with a marking "For Vertical Applications Only" on the product.

The profile has been designed keeping in mind the wind load and coverage requirements of both
industrial and household consumers. While WAMA's section properties are the best in class, it's
trapezoidal profile imparts a delightful aesthetic appearance.

So, need to do market research for this new product and create a sales pipeline.

- Market need
- Contractors
- Whole sellers
- Retailer
- Projects

- PESTAL Analysis
POLITICAL ASPECT:
Political perspective methods the angle which remembers the administration mediation for
the specific part or the for the organization it is fundamentally a world of politics under which
20
the organization need to act in well way to accomplish the solidness and target objectives in
area under which the business is running. This political angle incorporates, tax assessment
strategy by which government chooses the different duty suggestion on the organization it
incorporates the import and fare guideline and other point which can be useful for the
development of the organization. Privatization and deregulation. The following significant
perspective in the political factor is of universal exchange guidelines which the legislature
and different uncommon service chooses the different principles and guidelines with respect
to the worldwide exchange done by the organization. Government may likewise present a
general activity which can accommodating in the consolation of the business which is
eventually prompts the development of the organization. Government steadiness is
additionally one of the significant factor in the business as the a considerable lot of the
significant standards and guidelines are chosen by the administration in regards to the
business it is significant that the legislature should be steady in nature in any case with
change of the administration the arrangements presented by the administration may likewise
change which can be lead into shakiness in the business.it is likewise noticed that the
worldwide soundness is likewise significant in the development of the business. Universal
steadiness incorporates the no war circumstance and different things which can be hazardous
from the perspective of the organization.

POLITICAL FACTOR OF THE TATA STEEL:

21
INVESTMENT IN THE UNSTABLE POLITICAL COUNTRIES:
Despite the fact that the Tata steel made the different acquisitions for the development of the
organization and for the explanation of the extension of the business they took a high
measure of hazard by putting resources into the nations like Bangladesh, Iran, And Thailand.
For instance: the arrangement set up in the Bangladesh is getting deferred by the subject of
gas flexibly, though the issue of rent of the mining of the iron mineral in the Iran nation is
liable for the expansion in the expense of the creation.

INFRASTRUCTURAL DEVELOPMENT IN THE INDIA:

Presently a day's administration is propelling the different plans for the improvement of the
framework of streets and transport. Consistently Tata steel and other steel enterprises in India
spends an immense sum on the cargo and transportation with the dispatch of different plans
in framework organization might spare some sum which organization spends on the cargo
and transportation.

EFFECTS OF THE LIBERALIZATION:

The different progression plans propelled by the legislature after the year 1991.when the
Indian economy opened all inclusive, is liable for the colossal development in the different
segments yet the especially in this segment. Different highlights can be examined as follows:

 The authorizing is required for the limit creation which is evacuated

 Foreign value speculation got the authorization up to 74%.

 Reduction in import and tax decreased from the 105%im year 1992-1993to 30% in
the year 1996-1997.

 Apart from this limitations on the import and fare have been decreased

 These are the some significant highlights of the advancement strategy which prompts
Tata steel to be on the development way.

Aside from this the mining strategies of the administration and different approaches helped
the Tata steel in decrease of import an obligation and fare obligation and different things
which are liable for the high development of the Tata steel industry all around.
22
(E)CONOMICAL FACTOR:

Another significant viewpoint in the PESTEL ANALYSIS is of the financial perspective .the
development and the steadiness of a specific organization is relies upon the monetary states
of the nation. It might be country economy or universal economy. Different elements are
answerable for the adjustment in the financial conditions and with the adjustment in these
components commonly the organization additionally got influenced if the monetary condition
is truly precarious in the nature the business may get influenced from it the same number of
times the business system got influenced by this. The monetary part of pestel examination
incorporates showcase patterns, swelling rate, request and flexibly of the specific product and
globalization. In the event that these components are in temperamental in nature the
organization may confront the enormous misfortune. With the adjustment in the financial
conditions an organization should change its approach likewise and to support in the
downturn time frame a detail examination and overview ought to be finished by the specific
nation.

ECONOMIC FACTOR OF TATA STEEL:

Two years back the United States economy faces the SUBPRIME CRISIS which influenced
the every single solid economy in a negative manner. During this period there was an
extremely high hazard in the universal capital markets in regards to the liquidity. In the year
2007, numerous outside ventures and values got hosed due to the decrease in the trust in the
liquidity and the profits on the speculation. Due to the subprime emergency in us European
markets confronted the issues of the downturn this makes the awful effect on the Tata steel as
the Netherlands, United Kingdom and Germany are the principle markets for the CORUS
COMPANY.

SOCIO-CULTURE FACTOR:

Socio-cultural approach is a way of managing social obligation – it embraces the activities of

the organization as the skills and mentality for work and different perspectives to be

23
addressed within the framework of the organization, without any benefit to the individuals in
the general public.

SOCIO-CULTURE FACTOR OF TATA STEEL

TATA STEEL has been honored for its commitment to the ethical conduct of business and to
improve employee's and their families' lives. Tata Steel has been honored by GOLDEN
PEACOCK GLOBAL AWARD for this purpose. TATA STEEL has also been designed to
create the social setting. They have continuously improved the country's health , economic
well-being and educational infrastructure. The policy is implemented in nearly 800
settlements of Jharkhand. The Tata 's main innovation is Hospital on wheels, while Tata is
also responsible for housing in the urban development areas of towns and cities.

(T)ECHNOLOGICAL FACTOR:

Innovative viewpoint in the pestel investigation implies that how organization can utilize the
current advances in the creations procedure it can likewise state as how organization is
utilizing the innovation for the most extreme use of the assets. It incorporates the material
procedure and it improvement, speed in adaption of new innovation, and programming up
degree in the organization for the accommodation.

TECHNOLOGICAL FACTOR OF THE TATA STEEL:

Technological factor ought to be consistently in the idea of changing according to the new
conditions. tata steel and the sail(steel authority of India ) began the E-PORTAL framework
in center of year 2000.thistechnology is otherwise called the METAL JUNCTION which is
useful for not exclusively to Tata steel yet in addition to whole industry. With the assistance
of this innovation e advertise is the greatest market for the buying and selling of the steel on
the planet. To diminish the emersions of the co2nin the condition the Tata steel is on with the
exploration of the ultra-low carbon steel .Tata is likewise drawn in with the goal of the
vitality preservation plans where Tata is doing research to decrease the vitality utilization in
the creation procedure.

(E)NVIRONMENTAL FACTOR;

24
Ecological viewpoint implies how the organization is shielding the earth from the
contamination and different elements which are hurtful for the general public and nature .it
incorporates the contamination issue, squander removal strategies for the organization,
clamor control and different elements which can be incorporated under the ecological
perspective.

ENVIRONMENTAL FACTOR FOR THE TATA STEEL:

In the steel business there is a significant issue of the emersion of the co2 gas during the
creation procedure which is amazingly destructive for the nature and individual itself. Tata
steel is planning a program in which Tata steel would have the option to lessen the co2
emersion by 20 %.

(L)EGAL FACTOR:

Each organization is bound with some inside and outside standards and guidelines which is
useful for the smooth progression of the organization. It likewise incorporates the worldwide
laws and guidelines that organization will undoubtedly tail it additionally incorporate the
wellbeing and wellbeing guidelines of the workers of the organization.

LEGAL FACTOR OF THE TATA STEEL:

The primary significance is given to the worker's security at the working environment Tata
steel guarantees the EHS (ENVIRONMENTAL HEALTH AND SAFETY) under which the
every single representative's movement is overseen by the EHS system. Alongside this
positive viewpoint the organization is likewise confronting some lawful issues. In spite of the
fact that he Tata steel isn't worry with the issue of land acquisitions in singur west Bengal it is
influencing the name of Tata.

Market factor

Future-proofing our business

Good interest conditions, accessibility of talented labor and satisfactory iron metal stores
make India one of the most appealing locales all inclusive for the steel business.

25
In any event, there have been increasing concerns concerning instability linked to monetary
cycles, long-term risk management lead times, serious environmental standards and
administrative endorsements. In addition, significant capital costs and complex coordination
are involved. This exterior, combined with the interior design, forms the premise of our
understanding of hazards and openings.

Mitigation strategies

Tata Steel deleverages non-synergistic resources within the monetary age. They have a very
diverse risk profile, and are equivalent to the financial framework in the form of residential
and global security advertising. They steer reliably towards the expansion of our bond
development and use liquidity pools to reduce our financing costs undertakingly.

Regulatory risks

Withdrawal of good exchange estimates, e.g. , lower import costs, anti-dumping acts,
countervailing obligations and taxes, exchange limitations, can have a negative impact on the
benefits.

Non-recharged mining leases have a convincing effect on the productivity of higher open
market purchases at higher costs

Expanding macroeconomic alleviation systems, we continue to use resources in ground-

breaking customer connections, distribution systems and brands, with an emphasis on
portions of the products, such as automobiles and retail, and help strengthen our income
profile.

We use resources to prepare and mechanize frameworks to encourage compliance with all
applicable administrative standards. Endeavors are undertaken to improve our activities in

26
terms of skills and costs, to recall our contribution to digitisation and robotics, to improve our
level of profitability.

Tata steel looked for legal intercession to make sure about rent restorations. We likewise take
part in mining sell-offs to make sure about new rents. Elective gracefully chains are likewise
being created to source crude materials at serious costs.

Macroeconomic and steel market risks

Stop the world 's development, particularly in China, which unfavorably influences steel
demand Increased serious power in India , especially post-insolvency and bankruptcy
resource acquisition by global steel makers

Interruptions of innovation and the move of customers to elective equipment that adversely
affect profit.

Operational risks

Improper assessment of the well-being of basic equipment that leads to improper interference
in operational procedures Further removal of squandering plant due to limited interest and
additional space Logistics imperatives may prompt a riot in activities because of the lack of
rail, street and sea foundation. We have a committed R&D Group that sends creative
approaches to reducing waste age and to market waste electives.

In addition to building extra remote ocean ports and contracting with the terminal owners at
existing ports, TATA Steel is taking a step toward establishing coordinating suppliers under
various private sector plans of the Indian Railways.

Safety risks

Tata Steel has a solid security framework, which covers the representatives, contract workers,
rail and road transport, gear welfare and crisis reaction, as well as its rebelliousness in using
the arrangements of wellness legislation and guidelines which may promptly stop activities,
damage resources and the loss of notoriety. It is attempted to examine and survey standard

27
welfare measures. Occasional wellness training is intended for employees, temporary workers
and other partners. Safety is a KPI for all officials in the executive framework in their
presentation.

Community risks

Our tasks live through critical financial difficulties while holding a solid social legacy and a
goal to defeat these difficulties. The nonappearance of a comprehension of this duality in our
networks and a powerlessness to keep up an amicable relationship with them would present
hazard to our tasks

Information security risks

Penetrate of data security episodes prompting business disturbance and harm to notoriety
Non-consistence to IT enactments and guidelines prompting punishments Significant
endeavors have been made to expand mindfulness and put resources into IT security &
compliances. Tata Steel likewise put resources into digital protection.

Climate change risks

Resistance to harsh environmental conditions that lead to sanctions, task shutdowns and loss
of awareness Climate change guidelines and extraordinary climate opportunities could disturb
activity and a flexible chain of operations
To limit its ecological impression, Tata Steel continues to resource the redesign of current
improvements. We carefully screen air quality , high releases, and additional ecological limits
to ensure that all existing guidelines are complied with. The emphasis on carbon limitation is
incorporated into the capital allocation process and companies must include a carbon-
balanced internal return rate (IRR).

Tata Steel as a signatory of the Climate Financial Reporting Task Force (TCFD) attempts
effectively to understand the wider effects of atmospheric dangers over the value chain and

28
studies routes that will generally reshape the company to make it eco-economic in the long
run.

Capitalising on opportunities

In 2018, the clear use of steel by India per capita increased significantly, to 70 kg only, which
represents 33 per cent of normal worldwide. Tata Steel has a consistent understanding
procedure and uses business opportunities. This shows that India has enormous potential for
development of steel applications. Government operations such as "Make in India" will boost
the development of steel requests by rapid urbanisation, expanding the population and
improving foundations.

In order for the nation to be very involved in the development of sharp urban communities,
reasonable accommodation, committed freight and fast railways, steel needs to be developed.
Tata Steel is ready to take advantage of that huge opportunity with its position of authority in
major market segments and world-class foundation offices.

Evolving consumer needs leading to changing nature of steel consumption

The needs of purchasers are growing for a developing working class with increased desires
and moderation. Besides new items, requirements are being developed for accommodations
and solutions. Cars, white products and other shoppers are also becoming more and more
interested. To address this need, new and valued stainless steel products are needed. Tata
Steel will use this open door with its inventive buyer services and solutions and a strong new
product portfolio.

Steel is an energy-intensive industry with a high level of CO2 emission.

Steel is an industry that focuses on vitality and has a significant CO2 release level.
Administrative requirements to reduce carbon emissions are developing. Jamshedpur Tata
Steel is a national CO2 outflow benchmark. Tata Steel also has an open door to play an
authoritative role in decreased printing. It has moved into a reusing steel company to develop
another action plan that will take advantage of the standard increase in scrap availability in
India. For example, they are the basis of cordial action plans that will prepare us for the
future and serve as an advantage in the future.

29
Opportunities arising from the changing technological landscape

With the development of the economy, new materials and applications for existing and new
divisions have an enormous open door. It seeks to become an innovation and development
pioneer in the business and to create new organisations, e.g. FRP composite and graphs, in
highly suspected substitute materials. These new organizations are committed to contributing
10% of our income. Innovation administration will also empower Tata Steel to advance and
maintain a cost initiative, along with separate contributions to existing organizations,
alongside new and advanced income streams. The imaginative ability of new companies can
also be used by making external e-connections

It is also possible, by joint efforts and associations, to make use of the imaginative capacity of
new companies. Moreover, Tata Steel is finding ways to take advantage of the huge chance to
move towards Industry 4.0.

-SWOT Analysis

Strengths: Tata Steel is the steel pioneer and is therefore a brand equity builder in India. Tata
Steel has several companies under the same banner, which gives it the advantage of value
chain efficiency by allowing the company to use raw materials and increasing efficiency from
its sister companies.

Weaknesses: Tata Steel's biggest weakness is its growing debt-to - equity ratio. The majority
of its assets are debt-financed, which in the long term can be dangerous. Tata Steel depends
largely on domestic and a few international business markets. In times of economic crisis,
this over-dependence can prove deadly.

Opportunities: Tata Steel is moving to the market abroad. The company recently entered into
an agreement to provide access to EU markets with the Corus Group. The R&D facility and
patents of the Corus Group can now be used by Tata Steel. The business is greatly benefiting
from the exposure to new technologies and markets.

Threats: In the current scenario, Tata Steel's main threat in starting its European operations is
to maintain Co2 emission standards. Tata Steel faces the biggest challenge under current
circumstances with a sudden outer exposure and possible economic downturn.

3. Research Methodology

- Background of the Study

30
Research conducted only in Mumbai region & banglore this research was conducted as TATA STEEL
is looking to launch TATA WAMA. Before the launch of the product the company wanted to know
about the market share of its competitors, market need , projects , scope of the product .

- Objectives of the Study

To know the market of its product TATA WAMA sheet with other companies. To know about the
response of the consumers beforehand, if Tata WAMA launches its product range below .30mm
thickness. To analyse the collected data and provide suggestions to the company about the
opportunities and threats. To find out if the introduction of a product below .30mm has acceptance in
the market or not. To find out the sales of TATA WAMA sheet tonne’s wise

Research Design

Descriptive Research: Primary Data

1.Observative Method

2.Questionnaire

3.Interview Method

The Sample 50, Area of survey is Mumbai & Bangalore.

- Source/s of Data collection

Collection of data from retailers of steel product

Collection of data from wholesaler of steel product

Contractors of project in India

Use of India Mart

Interaction Form Questionnaire:

1) About Customer:
Customer Name __________________
Location _________________________
Contact Details ____________________

31
How much Cr project do you do in a year?
A) 1cr
B)>5cr
C)<5cr
D)<10

What type of project you do?

A) Commercial
B) Institutional
C) Government
D) Retail
E) other ________________

What do you use for temporary barricading?

A) Barbed wire
B) Chain link
C) Cement slabs
D)Other _______________

What sheet do you prefer?

A) CC
B) GC
Why CC over GC or GC over CC?
___________________________________________________________________________

What Pricing do you prefer?

A Per Sq foot
B) Kg
C) Per tons

How do you acquire Fencing or Walling?

32
A) Rent
B) Bought
C) other ___________________

How many years project you do?

A) less than 1 year
B) less than 2 year
C) more than 2 year
D) less than 5 year

How much is the Lead time of the Project?

A) two year
B) three year
C) four year
D) five year

2) are you aware about the exact amount of Zinc coating under?
A) CC
B) DFT
C) Salt spray test
D) Adhesion

3) If you know are, they?

A) UV Resistant
B) Not UV Resistant
C) Scratch Resistance
D) Not Scratch Resistance

4) What is the sq. ft cost of brick wall?

A) 800-1000
B)1100-1500
C)1600-2000
D)2100-2400

33
5) Are you facing any issues or current problems with Colour Coated sheet?
A) Quality
B) Service
C) Handling
D) Pricing

Please Elaborate your Problem!!

__________________________________________________________________________

6) Have you found any rust in cut edge of colour coated Sheet?
A) Yes
B) No

If yes, then found in how many years?

A) less than 1 year
B) less than >3 year
C) less than >6 year
D) less than 10 year

What problem you found?

A) Fading
B) Scratches

Awareness about Walling Masters:

7) Are you aware about WAMA which is for fencing & walling!!
1) Yes
2)No
8) Are you aware that WAMA is from TATA Steel product?
1) Yes
2)No

If Yes, how did you come to know about?

34
___________________________________________________________________________

9) Are you aware that this is being sold from TATA Shaktee dealers?
1) Yes
2)No

If Yes, how did you come to know about?

___________________________________________________________________________

10) Will you use WAMA?

A) Yes
B) No

- Data Collection

How much Cr project do you do in a year?

Almost 50% of seller do project greater than 5cr , 10% of seller do project greater than 10cr
and remaining 40% of people do project less then 5cr.

35
What type of project you do?
Here 90% of people do commercial and rest retail

What do you use for temporary barricading?

Here, 50% of people use chain link, other 30% use barbed wire and rest cement slabs .

What sheet do you prefer?

80% prefer CC rest GC.

36
What Pricing do you prefer?
Almost 70% customer buy product as per tonnes & rest at per sq foot.

How do you acquire Fencing or Walling?

Almost 60% customer take walling at rent and rest 40% bought.

How many years of project you do?

Almost 70% of seller do a project of smaller then 2 years, another 10% of seller do project
greater then 2 year and remain 20% of seller do a project less than 2 years.

37
How much is the Lead time of the Project?
Almost 70% project have a lead time of 3 years, rest projects have a lead time of 2 year or
less than.

are you aware about the exact amount of Zinc coating under?
Almost 70% of people know about DFT , 20% Of people know about salt spray test, and
rest 20% know about CC.

Are you aware of WAMA which is for fencing & walling?

This the very important thing that almost 99.99% people know about the brand tata wama .

38
Are you aware that WAMA is from TATA Steel product?

Almost 90% people that wama is tata steel product rest 10% are not our customer.

Are you aware that this is being sold from TATA Shaktee dealers?

Almost 99.99% people know that tata wama is sold at shaktee dealers.

Data Analysis and Interpretation

39
This Data talk about Sale of Tata product in comparison to another competitor.
Tata shaktee total sale is 462 tonnes in the year 2018-19 which is hight among all its
competitors.
Bhushan sale is 130 tonnes for the year which is less than tata but hights among other
competitors.
Sail sale is 73 tonnes which is not very much but higher then sail and lower than other all
competitors.
So overall other companies sell 106 which is higher than Jindal and sail.

There are dealers and non-dealers, selling under two segments, under pasa sales 45% are
dealers , 39% are non-dealers & 84% are total under pasa sales , and under shri ram sales
18% are dealers, 16% are non-dealers & total 34% under Shriram sale

40
Market share of Shriram sales under different sheet segment , for .30mm market share is 27%
which is highest, .35mm is 20% , for .40mm is 18% , for .50mm is 11% , .60mm is 7% , for .
70mm & .80mm is 3% & 4% which is lowest among all segment .

Market share of pasa sales under different sheet segment , for .30mm market share is 27%
which is highest, .30mm is 23% , for .35mm is 19% , for .14mm is 19% , .50mm is 10% ,
for .70mm & .80mm is 4% which is lowest among all segment .

41
 This graph shows that
the percentage of
segment where
customer deal with
regarding tata product
of, 27% of customer
deal within industrial segment, which is lower than household segment but higher than retail
and other segments.

76% of customers deals with household segment which is hight among all and a good
opportunity as well to jump into this segment. Whereas 13% of customers deals under retail
segment, which is lower than household and industrial but higher than another segment. At
last only 2% of customer are there who deal under there segment is very owner and we have
an opportunity to research.

This talks about the selling percentage among all other competitors of steel product , whereas
Jindal is the market leader currently , with 70% , Bhushan sells about 37% , sail have a
selling share of 3% which is very low apart hi-tech & other shave a selling share of 6% & 2,
which is again have a huge difference between with comparison to Jindal and

42
This talks about the pricing of product , where Tata shaktee is at the hight price of 512 among
all , then jindal , bhusan & essar, where jindal pricing is 480, which is again less than bhusan
tata & essae .

Bhushan prising is 500 which is lower than tata but higher than jinda; and eassea , for essar
pricing at 465 which is lower than tata and bhusan but higher than jindal, so finally tata
shaktee is costiler and jindl is at cheap in price.

Here we get a data related to no of dealers and non-dealers selling other products as well. As
42 dealers among sample sell rod , 54 sellers sell asbestos , 10 sellers sell cement also and
apart remaning 10 sell various different products.

43
We have got a data related to peak season for selling those products , July-sep is a very good
and peak season as followed by july-sep , apr -june is also a good season but if we saw jan-
mar and oct-dec may be not a bery good season , becaous selling is very low .

- Market Share

Sail 2%

Jindal Steels 9%

Bhushan Steels 15%

Tata Shaktee 67%

other7%

So after doing all research we got a point sail gave a ver low market share , which is just
2%, then after jindal steel have 9% , then bhushan steel have 15% , wheres as tata shaktee
have the highest share among all 67% and leaftover leads to 7% where small companies
comes under this segment.

44
 Findings & Key Results

We have almost contact with 100+ sellers and collected data various types of data which
will support us in market our product.
We found that 50% of seller are doing project greater than 5cr, 10% of seller do project
greater than 10cr and remaining 40% of people do project less then 5cr, so we have huge
opportunity in every budget segment.

Here 90% of people do commercial and rest retail , where again opportunity for the company
have into commercial projects , whereas 50% of people use chain link, other 30% use barbed
wire and rest cement slabs which are not very efficient , so this gives us a opportunity to
launch wama.

Almost 60% customer take walling at rent and rest 40% bought , so people who took on
rent we can give them for permanent , and because 70% of seller do a project of smaller
then 2 years, another 10% of seller do project greater than 2 year and remain 20% of seller
do a project less than 2 years , it will easily work for 2 or more than 2 years.

As after the result we got to know that very important thing that almost 99.99% people
know about the brand tata wama , Almost 90% people that wama is tata steel product rest
10% are not our customer, & also almost 99.99% people know that tata wama is sold at
shaktee dealers.so now it is very important for a company to retain our customer though
different offering and better service.
 

45
 Recommendations

The company should maintain good relationship with dealers.

The company should provide some more margin to dealers because if ithappens 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 tata wama Tata Shaktee should use more innovative
marketing campaigns

46
 Limitations of the project

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.

Many questions were not responded among the sample.

There may be some consciously misrepresented the truth.

Government Intervention on Dealers and Customers

Lack of cooperation shown by respondents

Some respondents were hesitant in sharing of actual facts

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

47
 References
https://www.tatasteel.com/products-solutions/india/
https://en.wikipedia.org/wiki/Tata_Steel
https://www.moneycontrol.com/india/stockpricequote/steel-large/tatasteel/TIS
https://economictimes.indiatimes.com/tata-steel-ltd/stocks/companyid-12902.cms
https://steel.gov.in/annual-reports

https://www.ibef.org/industry/steel.aspx

https://www.marketresearchfuture.com/reports/steel-market-5465

https://www.grandviewresearch.com/industry-analysis/stainless-steel-market

https://www.techsciresearch.com/report/india-steel-market/4225.html

https://www.zaubacorp.com/company/INDIAN-STEEL-CORPORATION-
LIMITED/U27100MH2004PLC144559

https://www.indiamart.com/indian-steelcorp-ltd/

48