A study on Export Marketing and CRM
With reference to Visakhapatnam Steel Plant

Under the guidance of
Dr. Y. SRINIVASULU
...
Company Profile
Visakhapatnam Steel Plant (VSP), is the first shore
based
integrated
steel
plant
located
at
Visakhapatnam,...
VSP Distribution network
Objectives of the Study
To study the Export Marketing and Documentation procedure of
Iron and Steel.
 To study the Marke...
Research Methodology
 Primary Data: Collected using a Questionnaire and interaction with
the employees and customers
 Se...
Data Analysis
Factors influencing the customers to choose
RINL products
46.25%
No of Customers

30

Percentage

32.50%

25...
Data Analysis
Packing, labelling & Colour coding of
Products

40
Excellent
35%

30
20

Good
65%

10
0

Pricing Strategy us...
Findings of the Study
 Majority of the customers choose VSP because of its consistency in Product Quality
and availabilit...
Suggestions
 As VSP is producing iron and steel products of high standards and company has
given a major thrust to export...
Conclusion
The changed scenario of business left us with a huge market to
explore. There is no restriction for place/marke...
Bibliography
Websites








www.vizagsteel.com
www.exim-policy.com
www.eximguru.com
www.dgft.gov.in
www.businessv...
THANK YOU
Each and everyone for your time
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Manu's Project - A Study on Export Marketing and Customer Relationship Mangement with special reference to Visakhapatnam Steel Plant

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This project will give the insights of the Export marketing and Documentation procedure of iron and steel in Visakhapatnam Steel Plant. In addition analytical research on customer relationship management activities helps us to understand the customer needs, wants and their satisfaction level. Suggestions are provided to improve the marketing activities of the RINL Visakhapatnam Steel Plant to boost up the export performance and ensure customer satisfaction.

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  • can i have your questionnaire of this project and i wanted to know how you met the customers because i am also doing similar kind of project.could you help me
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Manu's Project - A Study on Export Marketing and Customer Relationship Mangement with special reference to Visakhapatnam Steel Plant

  1. 1. A study on Export Marketing and CRM With reference to Visakhapatnam Steel Plant Under the guidance of Dr. Y. SRINIVASULU Reader Dept. of International Business Pondicherry University Presented by Mr. K. MANOJ KUMAR Reg. no: 12382041 Dept. of International Business Pondicherry University
  2. 2. Company Profile Visakhapatnam Steel Plant (VSP), is the first shore based integrated steel plant located at Visakhapatnam, Andhra Pradesh Vizag steel is known for its Quality and it is a market leader in long products with a share of 8.1% VSP exporting finished products to countries like USA, UAE, Thailand, Bangladesh, Nepal, Srilanka, China, Indonesia, South Korea, Vietnam, Malaysia etc., Steel Products By-Products Billets Rounds Rebars Angles Beams Squares flats Benzene Nut coke Coke dust Coal tar Wash oil Ammonium sulphate Lime fines Share of Long Products in 2012-13 4.9 Unit: % 4.5 4.5 6.3 8.1 71.8 Others RINL SAIL TATA JSW JSPL
  3. 3. VSP Distribution network
  4. 4. Objectives of the Study To study the Export Marketing and Documentation procedure of Iron and Steel.  To study the Marketing activities of RINL – Visakhapatnam Steel Plant to improve the exports. To do a analytical research on the effectiveness of the CRM activities to improve customer satisfaction. To understand the various functions carried out by different departments in the plant and their interdependency.
  5. 5. Research Methodology  Primary Data: Collected using a Questionnaire and interaction with the employees and customers  Secondary Data: Company web source, Journals and Annual sales report, etc.,  Sample size: 120  Sampling unit: Customers & employees of VSP  Sampling method: Convenience sampling  Tools used for analysis:  Simple percentage analysis  Chi-Square test
  6. 6. Data Analysis Factors influencing the customers to choose RINL products 46.25% No of Customers 30 Percentage 32.50% 25 20 37 15 26 13.75% 10 5 5 6.25% Quality Price 11 2 2.50% 0 Availability Reliability 45 40 35 30 25 20 15 10 5 0 50% No of customers 33.75% 16.25% 0 0 40% 30% 40 27 20% 10% 13 0% Excellent Above all 60% 50.00% Good Average Rating Poor Very poor Alternatives Customer Service Consistency in the Product Quality 70% 61.25% 50 60% No of customers 40 30 20 49 50% 40% 30% 26.25% 20% 12.50% 21 10 10 0 Excellent Good Average Rating 0 0.00% Poor 0 0.00% Very poor 10% 0% No of customers 60 No of customers No of customers 35 50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% No of customers 40 Promotional Activities 50 45 40 35 30 25 20 15 10 5 0 55.00% 60% 50% No of customers 40% 25.00% 30% 44 8.75% 0 11.25% 20 20% 10% 9 7 0% Excellent Good Average Rating Poor Very poor
  7. 7. Data Analysis Packing, labelling & Colour coding of Products 40 Excellent 35% 30 20 Good 65% 10 0 Pricing Strategy used Export Performance 35 80.00% 30 No of Samples No of respondents Export Pricing strategy 25 No of Samples 20 Percentage 32 15 10 5 0 15.00% 2 5.00% 6 Excellent Good 0 Average Rating 0 Poor Very poor 90% 80% 70% 60% 50% 40% 30% 20% 10% 0%
  8. 8. Findings of the Study  Majority of the customers choose VSP because of its consistency in Product Quality and availability of the products in time  VSP exports their products on F.O.B basis only. At present VSP is spending nearly Rs. 10 crores per year as FOB charges.  VSP mainly exports their products to the neighboring countries like Bangladesh, Nepal and Srilanka.  VSP exports only ISO 9002 certified products.  Promotional activities of VSP to improve its exports are poor.  CRM is managed by the executives of VSP; no software is used for the CRM implementation. Survey done by the external agencies is used to identify the potential customers. Also customer feedback forms are used to understand the needs and wants of the customers.  VSP is planning to set up a new branch in Myanmar and Singapore to explore the opportunities in the International market. Recently, International Marketing Office (IMO) has been established in Colombo, Sri Lanka  VSP is making alliances with some trading companies abroad This may strengthen the market of VSP in the foreign market.
  9. 9. Suggestions  As VSP is producing iron and steel products of high standards and company has given a major thrust to exports, it has to take promotional activities in large scale.  In the present marketing situation where customers hold the key it is important to influence the customers. the company has to go for global promotional campaigns to attract the customers.  VSP can conduct seminars and customer counseling at international level so as to make foreign customers aware of the quality product available in India at a competitive price.  VSP has only one office in the exports division .This makes it difficult for procuring orders directly from the customers. So it will be better for the company to open international branch in regions where VSP exports large share of its total exports.  VSP can use the following to ensure customer satisfaction – Call center, Online customer feedback, Magazines, Sending letters to customers, Privilege cards, Extension of credit etc.,
  10. 10. Conclusion The changed scenario of business left us with a huge market to explore. There is no restriction for place/market. It’s the same for an industry like steel. Export is the easy way to enter the foreign market. In this project, All the suggestions given are directed towards the twin objective of strengthening the market and improving the customer relationship between the company and its customers. VSP has yet to do a lot towards “customer oriented marketing” to attract more and more customers because the customer holds the key for success of any organization.
  11. 11. Bibliography Websites        www.vizagsteel.com www.exim-policy.com www.eximguru.com www.dgft.gov.in www.businessvibes.com www.scribd.com www.economywatch.com Other sources  “A practical approach to Marketing Management” by Kujnish Vashist “Export-import procedures Documentation and Logistics” by C. Rama Gopal A Strategy Model for Export Marketing. Nikhilesh Dholakia and Rakesh Khurana.
  12. 12. THANK YOU Each and everyone for your time

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