A

PROJECT STUDY
REPORT
ON
CHANDAN STEEL LTD.

TITLED

MARKET ANALYSIS

A PRESENTATION BY
HIMANSHU JOSHI
M.B.A.- 3rd sem
INTRODUCTION

ABOUT INDIAN STEEL INDUSTRY

The Indian Steel industry is almost 100 years old

According to the latest report by International Iron and Steel Institute
(IISI), India is the seventh largest steel producer in the world.
The Indian steel industry is organized in three categories i.e., main
producers, other major producers and the secondary producers
The main producers are Tata Steel, and RINL, while the other major
producers are ESSAR, ISPAT ,JVSL and Chandan steel.
With due focus on infrastructure development and strong economic
indicators, the demand for steel in India shall continue to remain
robust
ABOUT CHANDAN STEEL
Established in the year 1970 by Mr. C.Ghandan.
Its products are Slabs, Bars, Rods & Re-bars, HR Coils, Sheets,
 Plates, Electrical Steel, Pipes, Railway Products, Axles, Wheel Sets etc.
There are more than 1000 employees working under Chandan
 steel brand and The company got ISO 9000, ISO 9001 and 9002.

MISSION OF THE ORGANISATION:

Sustained growth through internal generation of resources is the
hallmark of the corporate mission.

VISSION OF THE ORGANISATION:

To be respected world class corporation and the leader in Indian Steel
business in Quality, productivity, profitability and customer satisfaction.
INTRODUCTION:
MARKET ANALYSIS
Market analysis for a co. is
the analysis of co’s market
condition, competition in
the market, costumer
satisfaction and potential
areas for future growth of
the company. On the basis
of market analysis the co.
can capture the willing
position the co.
 Research Methodology

Define the problem and research objective

Prepare the sample plan
Data collection
Data analysis
Findings and recommendation
OBJECTIVES OF THE STUDY
•To study the Market position of the company.
•To analyze the Long term stability and overall
performance of CHANDAN STEEL in general.
•To analyze various mkt areas served world wide
•To study the customer study level in the market
place.
•To study the competitors strategy & Changing
Market trends in all over the world.
Facts & Findings
Marketing Segmentation
 
Market segmentation of product is done in Two:-
  Regional Market
  Domestic & international market
 

Region Percentage sold

South East 35%
Europe 36%
Middle East 29%
Continue
 CHANDAN STEEL is India's largest exporter of flat steel products
 CHANDAN Steel’s Net sales decreased from 364 to 291 but it was
due to decrease in nickel but sales volume has been maintained
almost the same i.e. recession could not affect it much.
CHANDAN is constantly developing new projects in market such as:
 HSLA grades for pre-fabricated structures
 American Petroleum Institute grade steel for gas pipe lines
 Wide width coils for cold rolling and general engineering applications
 Industrial machinery division in Textile & power industries.
 Seamless steel project producing 35m long tubes.
•  Mining activities in Orissa
 
 
 
Continue
Pricing & Distribution
Price regulation of iron & steel was abolished on 16th January 1992.
Distribution controls on iron & steel removed except 5 priority
sectors, viz. Defense , Railways, Small Scale Industries
Corporations, Exporters of Engineering Goods and North Eastern
Region.
Government has no control over prices of iron & steel.
Open Market Prices have been generally stable, though
fluctuations have been noticed
Price increases of late have taken place mostly in long products
than flat products.
Continue
Advertising policy

(1) CHANDAN’s advertising policy is non conventional they

always do need base advertisement.
(2) As company’s client are industrial buyers. CHANDAN is
not in consumer goods . they don’t need to do frequent &
heavy advertisement.
(3) They take part in industrial exhibition.
(4) They don’t do aggressive advertisement.
(5) Sometime useful move of company gives positive
publicity. CHANDAN has positive attitude towards donation
to needy organization.
 SWOT ANALYSIS
WEAKNESS
•Cost of raising
STRENGTH fund is high.
•India’s Largest •Cost of raw-
steel exporter material is high
•Cost leadership since CHANDAN
•Assured supply of don’t have it’s
input. own mines. So ,
•Controlled getting Raw-
infrastructure Material market is
facilities. costly affair.
•Highly
experienced
management.
•Educated work
force.
•Excellent brand
equity and quality
 OPPORTUNITY
•Enormous scope for THREAT
•Technological
increasing consumption of
steel in India. changes.
•Maximum utilization of •Ever decreasing
cash flow through new import duty on
business & avenues like steel i.e. high
online sales, steel retail quality of product
outlets & service centers. from developed
•Trapping the retail countries available
segment for steel. for import at very
•Unexplored rural market competitive prices.
•Increasing steel
consumption in other
sector such as
automobiles, packaging,
engineering industries
irrigation & water supply in
India.
RECOMMENDATION AND SUGGESTIONS
The co. mainly relies upon sales agent in foreign countries.
Company should appoint its own sales representatives.
The company may increase the sales if it concentrates more
upon export market.
The company may reduce the operating inefficiencies
through effective utilization of all the resources.
Increasing steel consumption in other sector such as
automobiles, packaging, engineering industries irrigation
& water supply in India are inviting chandan steel to deal
it in those sectors.
• There is an urgent need to upgrade and modernize the
plants for improving the profitability of CHANDAN STEEL.
Conclusion :My Observation
 Marketing plays the most important role in every
business. Since the marketing generates sales . Without
effective marketing management a company cannot even
exist in this competitive world. A Prudent Marketing
Manager has to analyze Market thoroughly policy followed
by the company.
 CHANDAN STEEL continues to play an important role in
the industrial development of country. There is very
possibility that CHANDAN STEEL would establish for itself a
permanent and unshakable position in the industrial map of
India and also in the emerging international market for steel.
Thank you