Steel Authority of India Limited (SAIL) is a leading Public Sector Undertaking (PSU) in which the Government of India owns about 86 per cent of equity.
It is a fully integrated iron and steel maker, producing both basic and special steels for domestic construction, engineering, power, railway, automotive and Defence industries and for sale in export markets.
It is ranked amongst the top ten public sector companies in India in terms of turnover.
The company has the distinction of being India’s largest producer of iron ore and of having the country’s second largest mines network.
Hindustan Steel Private Limited was set up on January 19, 1954.
December 2, 1972 :The Ministry of Steel and Mines drafted a policy statement to evolve a new model for managing industry , the policy statement was presented to the Parliament . On this basis the concept of creating a holding company to manage inputs and outputs under one umbrella was mooted.
This led to the formation of Steel Authority of India Ltd. The company, incorporated on January 24, 1973 with an authorized capital of Rs. 2000 crore, was made responsible for managing five integrated steel plants at Bhilai, Bokaro, Durgapur, Rourkela and Burnpur, the Alloy Steel Plant and the Salem Steel Plant. In 1978 SAIL was restructured as an operating company.
The clinical marketing strategies adopted by SAIL , Steel being an industrial commodity it is very necessary to maintain customer relationship for profitability and smooth running of company. SAIL adopts following practices for customer satisfaction:
Process adapted to access current / future expectation of customers.
It induces market research visiting customer premises attending to customer
CMO has Market Management Group where specialists monitor changing demand pattern and development in each Market segment is carried on.(ISO 9001:2000 certified Central Marketing Organization ( CMO ) is India’s largest industrial marketing set-up)
It has posted market development officers at various locations that are its eyes and ears for monitoring current and future expectation of its customer.
The Business-planning department is exclusively meant to study customer's changing demand scenario and assess current and future expectation
To understand customer needs seminars and workshops are also organized by SAIL.
Building Customer Relationship SAIL has adopted the philosophy of recognizing segment of the market and identifying key customer in segment and giving them preferential treatment.
CMO sales executives have been trained to use direct selling as tool for building long lasting relationship with the customers. Easy access to customers to seek assistance makes proposals send comments and compliments.
SAIL has valued customers group in identifying their specific needs specific to that group thus segmenting and developing market segment for the products. Major product modifications are done as per their specific needs of the Market segment thereby creating product differentiation packages.
SAIL is always in touch with market and tries to produce according to market needs..
SAIL had 138211 employees at the end of the FY-06. SAIL lays emphasis on the training of its employees, and they are considered its greatest asset. Regular tailor-made training programs for the different categories of employees are conducted in India and abroad. It has well-equipped training institutes in plants and MTI at Ranchi.
SAIL provides various benefits to its employees like cultural and sports activities, etc.
The SAIL HR Award for Excellence 2009 is one of the most reputed awards for the Indian Manufacturing sector. It’ll be awarded to organizations who have implemented innovative ‘People Management Techniques’ over the past 5 years