“SUMMER INTERNSHIP PROPOSAL

Market Analysis: Enhancing Market Share of Tata Structura EzyFit in Bihar

District's Steel Doors and Window Frames Category, with Reference to Tata Steel.

POST GRADUATE DIPLOMA IN MANAGEMENT

(BATCH- 2022-24)

SUBMITTED BY
Aditi Shriya (PGFC2203)
PGDM-C

UNDER THE SUPERVISION OF

Prof. Shalini Verma
JIM, NOIDA

NAME OF THE COMPANY

INDUSTRY MENTOR
Risha Agarwal
Sales Manager
TATA STEEL

Jaipuria Institute of Management, Noida

A-32, Sector 62, Industrial Area, Opposite IBM,
Noida, Uttar Pradesh
201309
 Chapter1: INTRODUCTION OF THE COMPANY
Name of the Company: TATA STEEL
Industry: Iron and Steel Industry
Profile: Marketing Intern
Co-Founder: Sir Dorabji Tata
No. of employees: 80,500 employees worldwide
Official Address: Tata Steel Limited Jamshedpur, Jharkhand
Pin code: 831 001
Email address: [email protected]
[email protected]
[email protected]
[email protected]
Website: https://www.tatasteel.com/

Tata Steel is one of the world's largest steel firms and a subsidiary of the Tata Group, an Indian
conglomerate. Jamshedji Nusserwanji Tata founded Tata Steel, formerly known as Tata Iron and
Steel Company (TISCO), in 1907. Its headquarters are located in Mumbai, India. Tata Steel is
involved in several elements of the steel value chain, including mining, processing, and
distribution. The company is well-represented in both domestic and international markets.
Tata Steel has subsequently expanded to become one of the world's largest steel producers, with
an annual production capacity of more than 34 million tons. Over 80,000 individuals work for
the corporation, which has operations in over 50 nations.
Steel manufacturing and sales are the main businesses of Tata Steel. Hot rolled coil, cold rolled
coil, galvanized steel, and stainless steel are just a few of the many steel products that the
company manufactures. Construction, the automobile industry, and manufacturing are just a few
of the industries that employ Tata Steel's goods.
Tata Steel engages in a variety of different businesses in addition to its main one, such as:
 Mining: Several iron ore and coal mines are owned and run by Tata Steel.
 Logistics: To move its goods, Tata Steel runs a fleet of ships and trucks.
 Power: Many power stations are owned and run by Tata Steel.
 Real estate: Commercial and residential property is owned and developed by Tata Steel.
The business is dedicated to sustainable development and is making efforts to lessen its negative
environmental effects. Additionally dedicated to social responsibility, Tata Steel works to
enhance the quality of life in the areas where it conducts business. Few of the main functional
areas where Tata Steel operates:
 Marketing: The team in charge of planning and putting into action Tata Steel's marketing
plans is in charge of promoting the company's goods and services.
 Finance: The group in charge of handling Tata Steel's finances is in charge of overseeing the
organization's income, outlays, and investments.
 Human Resource: The human resources department at Tata Steel is in charge of finding,
appointing, and educating new hires.
 Logistics: Transportation of the company's goods to clients is handled by Tata Steel's
logistics division.
 Technology: To enhance the company's operations, the technology team at Tata Steel is in
charge of creating and implementing new technologies.
Tata Steel is a participant in the steel sector, which is mainly dedicated to the creation and
manufacture of steel goods. It is involved in every step of the steel value chain, from mining to
processing to transporting finished goods to different markets and sectors. Steel production and
sales are the company's primary businesses, classifying it as a manufacturing company.
Tata Steel operates in a highly integrated way, with a number of functional areas collaborating to
meet its corporate goals in the steel sector.

VISION & MISSION

Tata Steel's vision and mission are as follows:
VISION: Tata Steel's aim is to establish the benchmark for value creation and corporate
citizenship in the global steel sector.
MISSION: To generate value for all stakeholders by offering cutting-edge steel solutions that
satisfy our clients, societies, and the environment's needs.
Tata Steel is dedicated to fulfilling its vision and objective by doing the following:
 Investing in R&D in order to create new steel goods and technology.
 Increasing its global footprint in order to enter new markets.
 Collaboration with clients to create creative solutions that satisfy their demands.
 Investing in environmental and social activities to ensure a long-term future.
 While honesty and integrity are crucial components of a robust and stable business, Tata
Steel understands that profitability is the primary driver of economic activity.
The Company's overall goal is to achieve the pinnacles of excellence in whatever it does
while cultivating a fearless environment, reinforcing its belief in democratic ideals in the
process.
 PRODUCT RANGE
One of the biggest steel producers in the world, Tata Steel offers a wide variety of products. The
business provides a wide range of steel products for various uses, such as:
 Construction: For the building sector, Tata Steel provides a vast array of steel products,
such as beams, columns, plates, and reinforcing bars. Buildings, bridges, and other structures
are constructed using these goods.
 Automotive: Tata Steel is a significant steel supplier to the auto sector. For use in the
production of cars, trucks, and other vehicles, the company provides a large selection of steel
grades. These steel types are renowned for their sturdiness, toughness, and lightness.
 Engineering: Tata Steel is a significant steel supplier to the engineering sector. The business
provides a variety of steel grades for use in creating tools, machinery, and other equipment.
These steel types are renowned for their durability, toughness, and strength.
 Consumer goods: Tata Steel furthermore provides a selection of steel commodities for the
consumer goods sector. Furniture, appliances, and kitchenware are some of these items.
These steel goods are renowned for their sturdiness, elegance, and accessibility.
 Specialty steels: For a variety of purposes, Tata Steel also provides a selection of specialty
steels. These steels include stainless steels, high-performance steels, and tool steels. The
creation of tools and dies involves the usage of tool steel. Stainless steels are utilized in a
wide range of products, including kitchenware and medical supplies. Components for the
aerospace and defense industries are made using high-performance steels.

MANPOWER AND TURNOVER

One of India’s biggest steel producers is Tata Steel, which has an annual production capacity of
more than 34 million tons. Over 80,000 employees work for the company internationally. Tata
Steel had a revenue of nearly 2.4 trillion Indian rupees during the 2022 fiscal year.

ORGANISATIONAL STRUCTURE
Tata Steel is a big, complicated company with many different companies and operations. The
organizational structure of the corporation is set up to reflect this complexity and to make sure
that the many components of the organization function well together. So here is the
organizational structure that Tata Steel follows:
 Board of Directors: The board of directors is Tata Steel's top governing body. It is in charge
of determining the company's strategic direction and making sure the business is run
responsibly and morally. The Tata Group, the organization's parent business, as well as
independent directors, make up the board.
 Executive Committee: The executive committee is in charge of running Tata Steel on a
daily basis. Along with other top executives, it is led by the chief executive officer and chief
financial officer. The executive committee is in charge of carrying out the board's strategic
direction and making sure the organization succeeds.
 Business units: Each of the various business units that make up Tata Steel is in charge of a
certain line of goods or services. The organization's strategic goals and objectives align with
the business units. Each business unit has a separate management team in charge of running
it on a daily basis.
 Support Functions: There are several support departments at Tata Steel that offer services
to the business units. Finance, human resources, information technology, and legal are
examples of these supporting roles. The business units' access to the resources they require to
perform efficiently rests with the support functions.
Tata Steel's corporate structure is intended to be versatile and flexible. Due to their quick
response to market developments and ability to act in the business’s best interests, the
business divisions are able to.

MARKET SHARE AND POSITION

With a capacity of more than 34 million tons per year, Tata Steel is among the biggest producers
of steel in both India and the entire world. In terms of production capacity, the company is rated
10th in the world and holds a market share of about 7% of the Indian steel industry.
Tata Steel has a solid standing within the sector. The business boasts a broad range of products, a
well-known brand, and an international presence. Tata Steel is a pioneer in research and
development and continually makes investments in new technology to enhance its goods and
procedures. Tata Steel has a number of difficulties, including opposition from other significant
steel companies, increased raw material costs, and environmental requirements.

Chapter 2: REVIEW OF JOB ASSIGNMENTS

The title of my project is Market Analysis: Enhancing Market Share of Tata Structura EzyFit in
Bihar District's Steel Doors and Window Frames Category, with Reference to Tata Steel and the
roles and responsibilities with which I’ll be working are:
 Analyzing the steel doors and window frames market in the Bihar District through market
research.
 Creating a marketing plan to boost Tata Structura EzyFit's market share.
 Putting the marketing plan into action and monitoring its success.
 Assessing the marketing strategy's performance and making necessary modifications.
 To learn about the needs and preferences of prospective clients, surveys and interviews
should be conducted.
 Examining sales data to find patterns and trends.
 The creation of marketing materials including brochures, website content, and social media
posts.
The importance that these roles and responsibilities are having on the organization are:
 Market research will aid in understanding the target market's needs and desires, as well as the
competitive landscape. This data can be utilized to create products and services that match
the needs of the target market and position the company as an industry leader.
 Analyzing the competition in order to discover their strengths and shortcomings, as well as
developing ways to overcome their deficiencies and capitalize on their strengths.
 Developing a marketing strategy helps to reach the target market and to influence their
behavior. This can be done through a variety of channels, such as advertising, public
relations, and social media.
 Implementing the marketing strategy and tracking its effectiveness is essential for ensuring
that the organization is on track to achieve its goals.
 Evaluating the results of the marketing strategy and adjusting as needed is essential for
ensuring that the organization is getting the most out of its marketing efforts.

DATA COLLECTION AND DATA ANALYSIS PROPOSED PLAN

The data collection plan that I am going to follow for my summer internship project are:
Data collection:
a. Primary data- Primary data will be gathered from the Bihar District through surveys and
interviews with prospective clients and dealers. Surveys and interviews will then be utilized
to learn more about the potential customer’s needs, preferences, and knowledge about Tata
Structura Ezyfit.
b. Secondary data- Various secondary data sources such as industry reports with the help of
my industry mentor, governmental publications, and online databases will be used in the
collection process. The secondary data will be used to comprehend the competitive
environment as well as the current situation of the market for steel doors and window frames
in the Bihar District.
Data Analysis Proposed Plan:
Once the data is collected, we organize and then prepare it for analysis which involves data
entry, coding, categorizing, and cleansing the data by identifying and addressing any errors,
inconsistencies, or missing values. I’ll also ensure that the data collected is integrity and
accurate. After this, the Reporting and presentation of data will be done in a clear and concise
manner using visual aids (charts, graphs, tables) to enhance understanding and customize the
report structure to suit the organization’s requirements. Next comes the part of providing
actionable recommendations and insights based on the data analysis findings which will clearly
outline the implications of the research for the organization and suggest strategies for decision-
making or for further research plans by finding out the highlights and key findings that will align
with the research objectives. Then comes the last part Reflection and learning in which the
reflection of the research process, challenges encountered, and lessons learned. Here we also
evaluate the effectiveness of the data collection and analysis methods used and suggest areas for
improvement by seeking feedback from the sales manager and district managers then it will be
presented to the management of Tata Steel who will use the information to develop a marketing
strategy to enhance skills and knowledge in market research as well as to develop a marketing
strategy to increase the market share of Tata Structura Ezyfit.

Chapter 3: SIP OBJECTIVES

The SIP objectives that can easily be achieved during the tenure of my internship are:
 To better understand the requirements and preferences of potential clients in the Bihar
District by conducting surveys.
The phrase "to better understand the requirements and preferences of potential clients in the
Bihar District by conducting surveys" denotes the need to gather data and learn more about what
potential clients in the Bihar District like by gathering information directly from these
prospective customers through surveys so that better understanding can be done on their wants,
tastes, expectations, and any particular requirements they might have. To better serve the target
market in the Bihar District, this information can be used to guide decision-making, product
creation, marketing tactics, and overall business planning.
 In order to spot trends and patterns, analyzing sales data.
The adage "In order to spot trends and patterns, analyze sales data" refers to the ability to spot
trends and patterns in consumer purchasing behavior, product performance, and market
conditions by looking at sales data. Studying different elements such as sales volumes, revenue,
client groups, geographical regions, product categories, or time periods is part of the analysis of
sales data. learning more about what goods or services are in demand, which client groups are
driving sales, how sales performance changes over time, and any new market trends by analyzing
this data. Making informed business decisions, spotting chances for expansion, enhancing
marketing tactics, and raising overall performance can all benefit from this knowledge.

Chapter 4: ACTION PLAN

The action plan which I’ll be following to achieve my SIP objectives are:
Objective 1: To better understand the requirements and preferences of potential clients in the
Bihar District by conducting surveys.
Action Plan:
a. Defining the survey's objectives:
Defining the survey's objectives is the first stage which means: What to anticipate while finding
out from the survey? What precise details are we seeking? The profile of potential customers in
the district of Bihar, their wants and needs, their aches and pains, those people's preferred brands
and services, and Their capacity to pay. After creating the survey questions and defining the
survey's objectives. The next step here comes to define the target market.

b. Identification of Target Audience:

It can be done by: Deciding the target market
The following stage is to determine what my target market is. Whom am I hoping the survey will
reach? What characteristics do they have? By conducting surveys, for instance for the
Companies in the district of Bihar, People in the district of Bihar, People in Bihar District of a
specific age group People in Bihar District of a certain economic level, and by creating the
survey questionnaire once you've determined who your target audience is.

c. Developing survey questions:

The most crucial aspect of the survey is the questionnaire. The inquiries must be unambiguous,
succinct, and simple to comprehend. Additionally, they have to be pertinent to the survey's
objectives. For e.g.:
How long the survey was? Short surveys are more likely to be completed than lengthy ones.
the kinds of inquiries and talking about the questions' hierarchy. The questions ought to be
arranged logically and lastly utilization of pictures which can be made more interesting and
understandable with the aid of visuals.

d. Testing the survey:

Once the survey questionnaire has been created, it is crucial to test it with a small sample of
respondents to ensure that the questions are understandable, and the survey is simple to
complete.
Before gathering data, this will help in finding any issues with the survey and making the
required corrections.

e. Collecting the data:

Once the survey form is complete then comes the step of start gathering data. This can be
completed in person, by mail, or online. This includes
 Ascertain that the data is gathered securely.
 Keep the information private.
 Just gather the information you require.

f. Analyzing the data:

After gathering the data, then comes the step to analyze it. This will make it easier to spot
patterns and trends in the data.
Data can be analyzed in many different ways and methods by looking at the data and seek for
patterns.

g. Drawing conclusions:
Concluding statements can be made after data analysis by gaining a deeper understanding of the
needs and preferences of the potential clients as a result.

Objective 2: In order to spot trends and patterns by analyzing sales data.

Action Plan:
a. Gathering Data:
Gathering all of your sales data is the first stage which contains details like Sales numbers, and
customer characteristics, Product and service details, channels of sales, and marketing initiatives.
b. Cleaning of Data:
It's crucial to clean data after collecting it. This entails eliminating any mistakes or contradictions
that might also want to normalize the data, which entails putting it into a format that is widely
used.

c. Analyzing Data:
There are numerous methods for analyzing sales data.
Typical approaches to sales data analysis include:
 making graphs and charts
 looking for long-term patterns
 Comparing many sales channels
 customer demographics analysis

d. Identification of trends and patterns:

Following data analysis can be looked for trends and patterns that will give a better
understanding of sales performance and potential areas for improvement as a result.
Some of the typical trends and patterns, such as:
 seasonable variations
 consumer demographic shifts
 expansion of certain product or service categories
 declines in other service or product categories

e. Taking Action:
By taking steps to increase sales after identifying trends and patterns. This might comprise:
 modifying your marketing initiatives
 creating fresh goods or services
 developing new markets
 Providing specials or promotions

Chapter 5: REFERENCES
Tata Steel: Steel supplier and manufacturer in India: https://www.tatasteel.com/
Tata Steel Wikipedia: https://en.wikipedia.org/wiki/Tata_Steel
Tata Steel Product Range: https://www.tatasteel.com/products-solutions/india/
Tata Group Corporate Website: https://www.tata.com/”