BUS498 I Internship Report

Sales Intern

Submitted To

MD. Mainul Islam Chowdhury

Regional sales In-charge

Sales & Marketing Chittagong

BSRM Group of Companies

Submitted BY

Name ID
Fahmid Uddin Ahmed 2011974630

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LETTER OF TRANSMITTAL

Date:14TH May,2024

MD. Mainul Islam Chowdhury,

Regional sales In-charge

Sales & Marketing Chittagong

BSRM Group of Companies

Subject: Submission of an Internship report on Marketing and Sales at BSRM

Dear sir,

With due respect, I am delighted to hand over my internship report on my experience at BSRM. It
was an excellent opportunity for me to gain some real-life working experience in these 3months
under your supervision. I believe that, the knowledge I gathered during this internship journey will
be beneficial for my upcoming professional life.

Thanks for the support, guidance and cooperation that you have given throughout this period.

Regards

Fahmid Uddin Ahmed

ID-2011974630

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ACKNOWLEDGEMENT

First of all, praises to the Almighty that I completed the internship at BSRM.By submitting this
internship report I am going to conclude a wonderful journey of my undergrad life. It was a great
opportunity to flourish my academic knowledge and relate those to practical work in the last 3
months. I would like to thank MD. Mainul Islam Chowdhury, Regional sales In-charge (Sales &
Marketing Chittagong) for the support and guidance that he had provided me in last few months I
would like to thank all the employees of Nestle Bangladesh for providing me with guidance,
concern, and inspiration toward my activities. Furthermore, I would like to thank the entire
marketing and sales team of BSRM for helping me to enhance my knowledge in the Sales field
which will have an impact on my future career.

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TABLE OF CONTENTS

Introduction 5

Company Overview 5-6

BSRM Values and Vision 6-7

Product Portfolio and Quality Assurance 7-8

How the In-charge deal with the employees 9

How B2B and B2C sales work for BSRM 10-12

Why the authorized dealers choose BSRM 12-13

for Steel products?
Journal (1-12) 13-16

Skills Developed 17

Challenges 17-18

Conclusion 18

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INTRODUCTION

This report details the experiences and learnings I had while working as a sales intern at BSRM,
one of Bangladesh's top steel manufacturers. Renowned for its dedication to quality and
innovation, BSRM offered a fantastic learning environment for studying the ever-evolving subject
of sales in the steel sector. Gaining real-world experience in sales operations, learning about
customer relationship management, and supporting BSRM's sales tactics were the main goals of
this internship. I participated in a range of activities during my internship, such as client outreach,
market research, and sales data analysis, all of which provided me with a thorough insight of the
sales procedures in a cutthroat industrial industry. This report encompasses the scope of work
undertaken during the internship, the methodologies employed, key learnings, challenges faced,
and the overall impact of this experience on my professional development. It aims to provide a
detailed account of the practical skills acquired and the theoretical knowledge applied in real-world
scenarios, contributing to a deeper appreciation of the sales function in a large-scale manufacturing
setting.

Objective of the report: The main goals of the internship were to apply theoretical knowledge
in a practical situation, get firsthand experience with the sales methods used by BSRM, and help
the firm increase its market share.

COMPANY OVERVIEW

BSRM, a Bangladesh steel re-rolling mill, began in 1952 and introduced high-strength cold twisted
steel bars in 1984. In 1987, they introduced deformed reinforcing steel bars, opened the largest
billet-making plant in 1996, introduced micro reinforcing wires for low-cost rural building, and
began producing internationally certified grade 500 steel bars in 2008. BSRM Iron and Steel
Co.Ltd. largest billet making plant in the country started commercial production on June 01, 2010.
In 2015, BSRM steel Mills Ltd commissioned the largest induction furnace-based billet making
plant, increasing its capacity from 600000 MT to 70000 MT per annum. Bangladesh Steel Re-

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rolling Mills increased its capacity from 120000 MT to 450000 MT per annum. BSRM introduced
a new product “BSRM Maxima”. BSRM launched Ultima in 2016, a steel for special moment
resisting frames, and Centura, the country's first fusion bonded epoxy coated rebar, with a useful
life exceeding 100 years.

BSRM VALUES

Quality: Our goal is to create customer-valued products and services, continuously improve
processes, reduce waste, minimize costs, invest in technology, and develop a skilled workforce.

Sustainable Growth: The organization focuses on continuous improvement in product and service
quality, efficiency, and profitability, utilizing innovation to anticipate and respond to changing
business and environmental needs.

Reliability: Our goal is to become the preferred business partner by providing quality products,
timely service, and honoring commitments despite challenges.

Trust: Our goal is to uphold the trust and goodwill of all stakeholders by implementing ethical,
transparent business practices, maintaining fairness and honesty, and establishing robust
governance and risk management processes.

Leadership: The company aims to set benchmarks through its products, processes, and people,
continuously innovate, increase market share, and nurture talent to develop leaders within the
organization

Social Responsibility: Acknowledge and fulfill our obligations towards the society by undertaking
initiatives for the general uplifting of the society, building capability and making facilities
available to the underprivileged

Customer Satisfaction: Our goal is to satisfy both internal and external customers by
understanding their needs, providing top-notch products and services, treating them with respect,
and actively seeking and implementing their feedback.

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VISION

BSRM aspires to be the premier steel production firm in not only Bangladesh, but also the global
market. They seek to innovate and improve their technological capabilities in order to provide
high-quality steel products that satisfy the needs of modern infrastructure development. The vision
includes promoting sustainable practices that meet global environmental standards and contribute
to societal well-being.

Product Portfolio

BSRM offers a multi-product platform for civil designers and architects, offering branded
reinforcing steel products made to internationally recognized specifications, meeting construction
codes, American Concrete Institute, Eurocode 2 and 8, and Bangladesh National Building Code
requirements.

Quality Assurance

BSRM, the first steel company in Bangladesh to receive ISO 9001:2000 certification, continuously
develops its system to ensure consistent quality assurance and customer satisfaction. Final product
testing is conducted in a modern lab with computerized machines, and finished goods are stored
in quarantine until clearance from Quality control.

The LOGO

The 'trinity' logo, featuring three corners representing strength, safety, and sustainability,
symbolizes the core essences of our products. The number 3 represents totality, while the
interlocked structure symbolizes unbreakable strength and infinite sustainability

Human Resource

BSRM is an equal opportunity employer with a workforce of over 2800 skilled professionals,
including 220 engineers, 1000 technicians, and 650 master degree holders. They have a large
annual procurement budget for consulting services and offer in-house training to enhance their
skills. BSRM actively recruits, trains, and develops top talent, while indirectly employing over

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1500 unskilled and semi-skilled individuals through contractors for raw materials and finished
goods handling.

Merchant Mill

The country's only Merchant Rolling Mill, built in 1952, is a state-of-the-art machine from
DANIELI and Bendotti, supplying the equipment and technology on a turkey basis. It was
commissioned in 2015 and manufactures high-strength structural shapes of Grade 345, conforming
to ASTM and ISO standards. The Mill produces Grade 345 structural shapes and Grade 500
reinforcing steel, all adhering to ASTM and ISO standards, with an annual capacity of 450000
metric tons.

Steel making

BSRM operates modern, cost-efficient steel-making plants for construction steel production,
utilizing a combination of specialists from various fields and high-power induction melting
furnaces for efficient scrap steel melting. The molten steel undergoes refinement in Ladle Refining
Furnaces (LRF) to international standards, superheated it for casting, and then cast into billets
using state-of-the-art continuous casting machines, with a 1.2 million tons annual capacity.

High strength Rebar ROLLING

BSRM Steels Ltd., located in fouzderhat, is the first continuous rolling mill in Bangladesh to roll
12m long billets. It uses DANIELI's patented thermal quenching and tempering technology for
high-strength reinforcing deformed bars for construction, conforming to ISO 6935, BS 4449 Grade
500, and BSTI bar specifications. The present capacity of the plant is capable of producing bar
sizes from 8mm to 50mm in diameter, all in the Grade 500 category.

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HOW THE IN-CHARGE DEAL WITH THE EMPLOYEES

Guidance and Leadership: Directing and leading the sales staff. This entails establishing
objectives, deadlines, and a precise idea of what must be accomplished.

Training and Development: Ensuring that each team member has the tools and training required
to carry out their responsibilities with efficiency. Product expertise, sales strategies, and customer
service abilities may fall under this category.

Performance management is the process of routinely evaluating work and giving team members
comments. Acknowledging successes and addressing any areas in need of improvement fall under
this category.

Motivation: In sales, it's critical to maintain team motivation. This could entail providing rewards,
offering helpful criticism, and creating a supportive yet competitive sales environment.

Communication: Keeping the channels of communication open with the group. This facilitates
the prompt resolution of any problems and the dissemination of company updates, policies, and
changes to all parties.

Implementing strategies: Creating and putting into action plans that support BSRM's
overarching business goals. This entails figuring out client demands, market trends, and suitable
sales targets.

Collaboration: Fostering an atmosphere where concepts and tactics can be freely exchanged.
Better team cohesion and more creative ideas are frequently the results of this.

Customer relations: directing the group in the upkeep and management of client relationships.
Maintaining long-term sales growth requires doing this.

Compliance and Ethics: Ensuring that all sales procedures follow applicable laws and regulations
as well as the company's ethical requirements

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HOW B2B AND B2C SALES WORK FOR BSRM

BSRM (Bangladesh Steel Re-Rolling Mills Ltd), as one of the leading steel manufacturers in
Bangladesh, engages in both Business-to-Business (B2B) and Business-to-Consumer (B2C) sales,
but primarily focuses on B2B due to the nature of its products and industry. Here’s how both sales
processes typically work for a company like BSRM:

B2B Sales

Target Audience: BSRM’s B2B customers typically include large construction companies, real
estate developers, contractors, and other industrial entities that require steel for infrastructure
projects, commercial buildings, and residential properties and also End-User

Sales Process:

Relationship-driven: Sales representatives often work closely with procurement managers and
project managers to establish and maintain relationships. These relationships are crucial for
securing long-term contracts.

Customization and Negotiation: B2B sales often involve detailed negotiations concerning price,
delivery schedules, and customization of products (like specific steel grades and dimensions).

Tenders and Contracts: Participation in tenders or direct negotiation for contracts is common.
BSRM needs to comply with stringent quality standards and competitive pricing to win these
contracts.

Supply Chain Management: Efficient management of the supply chain is crucial to meet delivery
timelines and order accuracy.

After-Sales Service: Providing technical support and ensuring compliance with safety and quality
standards are part of the after-sales service that helps in retaining customers.

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Marketing Strategies:

Industry-specific Marketing: Attending trade shows, industry conferences, and seminars are
typical strategies.

Content Marketing: Providing valuable content in the form of case studies, whitepapers, and
industry analysis reports to potential clients.

B2C Sales

Target Audience: This includes small contractors, independent builders, and individual
homeowners who might need steel for smaller construction projects or home renovations.
Basically, they are our dealers and traders B2C sales is 68%

Sales Process:

Simpler Transactions: Sales are more transactional with less emphasis on customization and more
on availability and convenience.

Retail and Distributors: Sales are typically conducted through authorized distributors or retail
outlets that stock BSRM products.

Customer Service: B2C sales focus heavily on customer service, providing guidance, and
ensuring that retail experiences meet customer expectations.

Marketing Strategies

Digital and Local Advertising: Utilizing online platforms to reach homeowners and small
builders, including social media and search engine marketing.

Promotions and Discounts: Offering promotions or discounts through retail channels to attract
more consumers.

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DIFFERENCES BETWEEN B2B AND B2C FOR BSRM

Volume and Pricing: B2B deals usually involve larger volumes and longer-term contracts, which
allow for more competitive pricing models than B2C transactions.

Decision-Making Process: B2B purchasing decisions are typically complex, involving multiple
stakeholders and longer sales cycles, whereas B2C decisions are quicker and influenced by
individual needs and preferences.

Customization: B2B products often require more customization than B2C products, which are
generally standardized.

Understanding the nuances between B2B and B2C helps BSRM tailor its strategies to effectively
meet the distinct needs of its diverse clientele, maximizing its market reach and maintaining its
reputation as a leading steel producer in the region.

WHY THE AUTHORIZED DEALERS CHOOSE BSRM FOR STEEL

PRODUCTS?

❖ Assurance of Quality: BSRM is renowned for producing steel products of the highest
calibre that adhere to both domestic and international standards. Because of the company's
dedication to quality, buildings made with its steel are guaranteed to be sturdy, long-lasting,
and safe.
❖ Brand Reputation: BSRM has established a solid reputation for itself as one of
Bangladesh's oldest and most respected steel firms. Because of this reputation, builders and
contractors choose its items over others, which is advantageous for dealers who carry these
highly rated products.
❖ Broad Product Selection: Among the many goods that BSRM provides are billets, section
bars, and reinforcement bars. Dealers can meet their customers' diverse needs from one
source because to this versatility.

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 ❖ Product Innovation: The business makes research and development investments to
continuously innovate and enhance its products. BSRM is now a market leader thanks to
innovations like earthquake-resistant steel.
❖ Robust Distribution Network: BSRM's nationwide product availability is guaranteed by
its strong distribution network. It is easier for dealer shops to keep consistent stock levels
because of this supply stability.
❖ Sales and Marketing Support: By offering its dealers substantial marketing and
promotional support, BSRM helps to draw customers to dealer stores that sell its products.
❖ Technical Support: Dealers can advise their customers on the appropriate items for their
projects with the help of the company's technical support and training.

HERE ACTIVITIES THAT I HAVE DONE DURING MY

INTERNSHIP PERIOD ARE DEMONSTRATED BELOW:

Journal-1: The first week I go through the company and gained overall knowledge about wires and
steel products. I have learned about the company’s vision and core values.

Description of sales department: To efficiently handle the distribution of products around the
nation, BSRM's sales department is divided into regional teams. The department's major duty is to
guarantee steady increases in revenue and sales volume while fostering new business and
preserving solid ties with current customers.

Journal-2: I have visited Chittagong railway station for branding purposes. In railway station my
task was to see the branding of various brands and what type of communications they are providing
through branding and what type of advertisements they are displaying for promotion. Inside
Chittagong Railway Station, branding could take the form of signs, displays, banners, and adverts
advertising different goods, services, or occasions. Using these areas for marketing is a standard
procedure in order to reach a sizable number of tourists and travelers. Today I visited Chittagong
railway stations for work purposes. Here I noticed some brandings of Various Companies like
ACI, Robi, Grameenphone, KSRM, banks and restaurants.

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Journal-3: I have visited jubilee road with a view to see the current brandings of the dealer shops.
So, I gather some experience and suggest some unique branding materials for the dealer shops. In
jubilee road, there I have seen 20 boards of wire products of BSRM. Products are WELDING,
MAGWELD, MATERBOND, FENCING, SHINEFLIX, AQUASTER, JETBOND,
ROCKBOND, ULTRAWELD.

Journal-4: I have worked on branding project. I have collected latest pictures of branding of
various sites of Bangladesh from the vendors of various agencies. I have made a PPT file of those
brandings according to the findings.

Journal-5: I make a study of how marketing Of BSRM helps to generate sales

Brand Awareness and Positioning: To make sure that companies and consumers
searching for steel goods would think of BSRM first, the company actively promotes its
brand. They establish a solid and trustworthy brand image by establishing themselves as
leaders in quality and innovation. Customers searching for items that ensure longevity and
safety are drawn to this.
Customer Engagement and Education: BSRM informs prospective clients about the
advantages of employing premium steel in construction and other applications through
seminars, workshops, and digital content. This promotes consumer education and trust,
enabling customers to make more educated judgments about what to buy.
Product Differentiation: Through marketing, BSRM can draw attention to the special
qualities of their goods, like their resilience to earthquakes, sturdiness, and strength. BSRM
can appeal to certain client wants and preferences by differentiating their products from
those of their competitors, which helps them, capture a larger market niche.
Targeted Advertising: BSRM can use data-driven marketing techniques to target
particular regions or demographics that are most likely to require their products.
Advertising via point-of-sale sites, print media, and digital platforms guarantees that the
intended audience sees the message.
Creating Partnerships: Creating and sustaining connections with architects, builders, and
contractors who have the power to implement procurement choices for major projects is

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 another aspect of marketing campaigns. BSRM makes sure that their products are favored
by developing loyalty programs and rewards for these important stakeholders.

Journal-6: I make a study about how the Charge deals with the employees

Guidance and Leadership: Directing and leading the sales staff. This entails establishing
objectives, deadlines, and a precise idea of what must be accomplished.
Training and Development: Ensuring that each team member has the tools and training
required to carry out their responsibilities with efficiency. Product expertise, sales
strategies, and customer service abilities may fall under this category.
Performance management is the process of routinely evaluating work and giving team
members comments. Acknowledging successes and addressing any areas in need of
improvement fall under this category.
Motivation: In sales, it's critical to maintain team motivation. This could entail providing
rewards, offering helpful criticism, and creating a supportive yet competitive sales
environment.
Communication: Keeping the channels of communication open with the group. This
facilitates the prompt resolution of any problems and the dissemination of company
updates, policies, and changes to all parties.
Implementing strategies: Creating and putting into action plans that support BSRM's
overarching business goals. This entails figuring out client demands, market trends, and
suitable sales targets.
Collaboration: Fostering an atmosphere where concepts and tactics can be freely
exchanged. Better team cohesion and more creative ideas are frequently the results of this.
Customer relations: directing the group in the upkeep and management of client
relationships. Maintaining long-term sales growth requires doing this.
Compliance and Ethics: Ensuring that all sales procedures follow applicable laws and
regulations as well as the company's ethical requirements

Journal 7:

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I have visited dealer shops at Moijjar Tak, Chittagong. Dealer shops are Shahmanat traders and
Rupali Traders. I have asked questions to dealers about trading, dealership, and policies. I was
engaged in a brief discussion.

Journal 8: I have visited some construction sites in Chittagong. I met with the workers and
engineers. I discuss with the engineers about the service of BSRM . I have some questions such as
details name of the project, location, name of engineer, target for completion of the construction
works, starting time, credit worthiness and market respectability of the client, requirement of steels
with specification and quality. I also asked why they are using products of BSRM or why they are
not. I made a call report based on their opinion.

Journal 9: I have visited Youngone (CEPZ) LTD, South Halishohor, Chittagong. This was B2B
visit. BSRM is their trusted construction partner. I have noticed how the sales executive officer
has deal with the procurement officer of YOUNGONE. He discussed about the price, delivery
process, offer and discount and policies.

Journal 10: I have done B2C visit at Boalkhali Chittagong. I have discussed with dealers about the
BSRM products . Such as quality, efficiency, grade, delivery process and payment method. I tried
to capture as much as information I could.

Journal 11: My Boss gave me the assignment to confirm the regional taxes paid by dealers in our
designated zone. I was also given the responsibility of highlighting and compiling all of the
information regarding price adjustments for our items that have occurred since 2021. I met with
our regional sales manager on Sunday, who provided me with tax certificates from the dealers and
a briefing on the tax process.

Journal 12: I have worked on BSRM Fast build project. I have collected 140 recent pictures of
various sites of Bangladesh from vendors. I have made a Power point slide of those pictures
mentioning the site name of particular district.

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SKILLS DEVELOPED:

Developed a solid understanding of sales processes and customer management that will aid in my
future career in sales. Some are narrated below:

• Proficiency in Communication: Improved written and verbal communication skills as a

result of frequent interaction with clients and coworkers. developed presentational abilities
and compelling selling strategies.
• Analysis and Research on the Market: carried out market research to determine possible
clients and comprehend industry trends. analyzed market dynamics and rivals to guide sales
strategy.
• Development of Sales Strategies: Contributed to the development and execution of sales
strategies to meet organizational goals. took part in the creation and implementation of
advertising campaigns and sales efforts.
• Skills in Negotiation: enhanced methods for handling objections and closing deals during
negotiations. acquired expertise in terms and conditions negotiations with clients.
• Product expertise: gained extensive understanding of the applications and product
offerings of BSRM. learned how to convince customers of the characteristics and
advantages of a product.

CHALLENGES:

➢ Comprehending Product Specifications: It can be intimidating for a novice to learn about

the many steel products (such as billets, bars, and rods) and their uses. Proficiency in
product details is essential for handling customer inquiries and making persuasive sales
presentations.
➢ Understanding Industry Terms and Terminologies: The terms and procedures used in
the steel business are unique. It can take some time to become familiar with these, which
makes first contacts with clients and coworkers difficult.

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 ➢ Developing Client Relationships: Building rapport and trust with both current and
prospective customers is essential in the sales process. You may have first found it difficult
to interact with clients in a confident and productive way as an intern.
➢ Adapting to Market Dynamics: The steel market can be turbulent, depending on global
trade policies, local market demand, and raw material pricing. Interns may struggle to keep
up with these swings and comprehend how they affect sales.
➢ Handling Sales Pressure: Meeting sales targets can put a lot of pressure on you. For an
intern, this pressure can be overpowering as you learn to reconcile ambition with realistic
goals and improve your selling abilities.

CONCLUSION

My time as an intern at BSRM has been life-changing, greatly advancing both my career and
personal growth. During my internship, I have improved my technical abilities, learned more about
operational procedures and project management, and obtained insightful knowledge about the steel
sector. My ability to apply theoretical information to real-world circumstances has improved and
my collaborative attitude has been fostered by working closely with seasoned professionals. I've
had the chance to work on a number of projects, and these practical experiences have been crucial
in boosting my self-assurance and expertise in the area. In addition, BSRM's encouraging and
dynamic work atmosphere has motivated me to take on new challenges, learn new things all the
time, and adjust to changing circumstances. My advancement has been greatly aided by the
mentorship and direction I've received from my superiors and colleagues, who have given me
information and inspiration. As my internship comes to an end, I am appreciative of the chance to
work for such a famous company. I have no doubt that the knowledge and expertise I have gained
will be helpful as I advance in my work. I'm excited to use the knowledge I gained at BSRM in
my future pursuits and to keep developing professionally. I want to thank BSRM for a wonderful
internship opportunity

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