1. PROJECT REPORT
ON
A Study on the Marketing Mix of JSPL Patratu with respect to
Domestic Market
Jindal Steel & Power Limited
(Submitted under partial fulfillment of Masters in Business Administration)
2019-2021
Institute of Science & Management
Ranchi
SUBMITTED BY
Priyaranjan
Roll No:
Regd No:
2. INSTITUTE OF SCIENCE & MANAGEMENT, RANCHI
(Approved from AICTE, Govt. of India and Affiliated to JUT, Government of Jharkhand)
Prof.Animesh Sarkar, Dated:
(Department of Management Studies)
GUIDE’S CERTIFICATE
This is to certify that the Project Report on the topic
“____________________________ “ has been prepared by Mr./Ms.
__________ is partial fulfillment of the requirement for Post-Graduate
Diploma in Management (PGDM) course of the Institute of Science &
Management, Ranchi under my supervision and guidance. This is
recommended that it can be accepted for examination.
(Prof.Animesh Sarkar)
3. PREFACE
During my summer training in the JSPL, I have done project research work
on “A Study Marketing Mix of JSPL with respect to domestic market”.
The project report tells me about the JSPL’s marketing mix strategy of
domestic business. The initial part of the report tells about JSPL and its body
concerned with marketing. The next part describes the marketing strategy
adopted for the domestic market. The final part discuss about the analysis &
inferences.
It also throws light on marketing process of JSPL on both domestic market
and the various finished product details. The finding of my study emphases the
problem which I have observed on all the marketing decision relating to prime
product are taken by the JSPL and carried out by Marketing Department.
The final part of conclusion & recommendation to improve the functioning of
marketing of JSPL.
4. ACKNOWLEDGEMENT
This project bears on imprint of many peoples. First of all we would like to thank
our project guide Mr. External Guide for his time and guidance he has extended to
us. I would also like to thank Mr.S.K.Saw (G.M.HRD) for allowing me to undertake
this project work in JSPL.
We hereby express our deep sense of gratitude to Dr.Ganga Prasad Singh,
Director of Institute of Science & Management, Ranchi for motivating me to
undertake this project work. My sincere gratitude to Dr.Sushil Kumar for his
handholding. I sincerely thank to my internal project guide Prof. Animesh Sarkar
faculty of marketing management ISM, Ranchi for guidance and encouragement
in carrying out this project work.
I also like to thank our friends and class mates for their manual support, strength,
help and for everything they had extended. Last but not least I would also like to
thank those who have helped me during this project directly or indirectly.
Priyaranjan
9. AN INTRODUCTION TO THE STUDY
In today’s competitive world where cutthroat competition exists, everyone wants
to know their position, their strength and weaknesses. So it is very essential to
know opportunity to target the potential market, capture the market, evaluate
and form the marketing mix strategies. Marketing mix strategy is an element of
the overall strategy of organization. It is a way through which companies achieve
their goal, or in others words, it is the complete unbeatable plan designed
especially for attaining the marketing objective of the firm. The marketing
objective indicates what the firm wants to achieve. The marketing mix strategy
provides the path and design for achieving them. They are normally arranged in
accordance with the guidelines provided by the company objective and company
budgets.
Jindal Steel & Power Ltd. is the steel manufacturing company. The main products
of plant are Rail Tracks, Billets, Blooms, Plates, Wire Rods, and Angles. While the
production of primary products there are generation of some by products or
secondary products. These secondary products also sold in the market and make
a huge amount of revenue. The quantity of these materials is very high therefore
it needs totally different marketing mix strategy to sell in the market.
This project was basically concerned to the study of Marketing Mix Strategic
planning of JSPL for its domestic market. Overall, this project suggests in the
improvement of the existing marketing mix strategy.
10. WHY MARKETING MIX STRATEGY
The process of planning and executing the conception, pricing, promotion, and
distribution of ideas, goods, and services to create exchanges that satisfy
individual and organizational goals.
History of the Definition of Marketing
As early as 1935, the National Association of Marketing Teachers, a
predecessor of the American Marketing Association, conceived the original
definition for marketing. The American Marketing Association revisits the
definition every five years. The next review of will take place in 2012.
1935
As adopted by the National Association of Marketing Teachers, an
American Marketing Association predecessor organization: Marketing is the
performance of business activities that direct the flow of goods and services from
producers to consumers.
1985
11. Marketing is the process of planning and executing the conception, pricing,
promotion, and distribution of ideas, goods and services to create exchanges that
satisfy individual and organizational objectives.
2004
Marketing is an organizational function and a set of processes for creating,
communicating, and delivering value to customers and for managing customer
relationships in ways that benefit the organization and its stakeholders.
2007
Marketing is the activity, set of institutions, and processes for creating,
communicating, delivering, and exchanging offerings that have value for
customers, clients, partners, and society at large.
‘Marketing is the human activity directed by satisfying needs and wants through
exchange process.’
- Philip Kotlar
Marketing mix
The mix of controllable variables that the firm/library uses to reach desired
use/sales level in target market, including price, product, place and promotion-
12. Four P's
Product
Price
Place
Promotion
4 P’s. For a library this would be embodied in price of user’s time to access
goods, a product would be a book or story time, place is a branch or bookmobile,
and promotion is publicity, The term "marketing mix" was coined in 1953 by Neil
Borden in his American Marketing Association presidential address. However, this
was actually a reformulation of an earlier idea by his associate, James Culliton,
who in 1948 described the role of the marketing manager as a "mixer of
ingredients", who sometimes follows recipes prepared by others, sometimes
prepares his own recipe as he goes along, sometimes adapts a recipe from
immediately available ingredients, and at other times invents new ingredients no
one else has tried.[1]
A prominent marketer, E. Jerome McCarthy, proposed a Four
P classification in 1960, which has seen wide use.
Product mix :-
“Product” refers to the goods and services you offer to your customers.
Apart from the physical product itself, there are elements associated with your
product that customers may be attracted to, such as the way it is packaged. Other
13. product attributes include quality, features, options, services, warranties, and
brand name. Thus, you might think of what you offer as a bundle of goods and
services. Your product’s appearance, function, and support make up what the
customer is actually buying. Successful managers pay close attention to the needs
their product bundles address for customers. Your product bundle should meet
the needs of a particular target market. For example, a luxury product should
create just the right image for “customers who have everything,” while many
basic products must be positioned for price conscious consumers. Other
important aspects of product may
include an appropriate product range, design, warranties, or a brand name.
Customer research is a key element in building an effective marketing mix.
Your knowledge of your target market and your competitors will allow you to
offer a product that will If you are considering starting a new business or adding a
new product, then make sure the product bundle will fit your business’s strengths
and weaknesses, and that it will provide an acceptable risk/return tradeoff. For
instance, if your business is very good at timely response to customers, then
timely
service should be an important part of your product bundle. Think long term
about your venture by planning for the ways you can deepen and broaden your
14. product bundle. For instance, you may be able to take advantage of opportunities
to add value through processing, packaging, and customer service. Other future
growth may allow you to offer your product to different customers. Start-up
businesses are most successful when they concentrate their efforts on one
product or one market, like a restaurant or a car service center does. Later growth
may occur in the same location or may be in different geographic regions. A
different type of growth would be a diversification of products, with your business
offering related products. Offering a whole range of products is most successful if
the raw materials, production processes, and distribution methods are similar,
which means you do not have to acquire new suppliers, skills and equipment, and
distribution methods.
Price mix :-
. “Price” refers to how much you charge for your product or service.
Determining your product’s price can be tricky and even frightening. Many small
business owners feel they must absolutely have the lowest price around. So they
begin their business by creating an impression of bargain pricing. However, this
may be a signal of low quality and not part of the image you want to portray. Your
pricing approach should reflect the appropriate positioning of your product in the
15. market and result in a price that covers your cost per item and includes a profit
margin. The result should neither be greedy nor timid. The former will price you
out of the market; pricing too low will make it impossible to grow. As a manager,
you can follow a number of alternative pricing strategies. In the next column are
eight common pricing strategies. Some price decisions may involve complex
calculation methods, while others are intuitive judgments. Your selection of a
pricing strategy should be based on your product, customer demand, the
competitive environment, and the other products you will offer.
Cost-plus: Adds a standard percentage of profit above the cost of producing
a product. Accurately assessing fixed and variable costs is an important part
of this pricing method.
Value-based: Based on the buyer’s perception of value (rather than on your
costs). The buyer’s perception depends on all aspects of the product,
including non-price factors such as quality, healthfulness, and prestige.
Competitive: Based on prices charged by competing firms for competing
products. This pricing structure is relatively simple to follow because you
maintain your price relative to your competitors’ prices. In some cases, you
can directly observe your competitors’ prices and respond to any price
changes. In other cases, customers will select vendors based on bids
16. submitted simultaneously. In those cases, gathering information will be
more difficult.
Going-rate: A price charged that is the common or going-rate in the
marketplace. Going-rate pricing is common in markets where most firms
have little or no control over the market price.
Skimming: Involves the introduction of a product at a high price for affluent
consumers. Later, the price is decreased as the market becomes saturated.
Discount: Based on a reduction in the advertised price. A coupon is an
example of a discounted price.
Loss-leader: Based on selling at a price lower than the cost of production to
attract customers to the store to buy other products.
Psychological: Based on a price that looks better, for example, $4.99 per
pound instead of $5.00 per pound. After you decide on your pricing
strategy, the amount of money you will actually receive may be
complicated by other pricing aspects that will decrease (or increase) the
actual amount of money you receive. You will also have to decide how to
determine: • Payment period: Length of time before payment is received.
Allowance: Price reductions given when a retailer agrees to undertake
some promotional activity for you, such as maintaining an in-store display.
17. Seasonal allowances: Reductions given when an order is placed during
seasons that typically have low sales volumes to entice customers to buy
during slow times.
Bundling of products/services: Offering an array of products together.
Trade discounts (also called “functional discounts”): Payments to
distribution channel members for performing some function such as
warehousing and shelf stocking.
Price flexibility: Ability of salesperson or reseller to modify price.
Price differences among target customer groups: Pricing variance among
target markets.
Price differences among geographic areas: Pricing variance among
geographic regions.
Volume discounts and wholesale pricing: Price reductions given for large
purchases.
Cash and early payment discounts: Policies to speed payment and thereby
provide liquidity.
Credit terms: Policies that allow customers to pay for products at a later
date.
18. The methods discussed here should be a base from which to construct your
price. Your options will vary depending on how you choose to sell your
product. For instance, if you make a product but don’t sell it directly to the
customer, then you will want to know who sets the retail price and what
margin they will require. Tracing the path of your product from production
to final purchase is a useful exercise to discover this information. The
research needed to understand the pricing along the distribution path will
be more than worth the time it takes.
Whatever your price may be, ultimately it must cover your costs, contribute
to your image by communicating the perceived value of your product,
counter the competition’s offer, and avoid deadly price wars. Remember,
price is the one
“P” that generates revenue, while the other three “P’s” incur costs.
Effective pricing is important to the success of your business.
Place:-
“Place” refers to the distribution channels used to get your product to your
customers. What your product is will greatly influence how you distribute it. If, for
example, you own a small retail store or offer a service to your local community,
then you are at the end of the distribution chain, and so you will be supplying
19. directly to the customer. Businesses that create or assemble a product will have
two options: selling directly to consumers or selling to a vendor.
20. Direct Sales:
As a producer, you must decide if supplying direct is appropriate for your
product, whether it be sales through retail, doorto- door, mail order, e-
commerce, on-site, or some other method. An advantage of direct sales would be
the contact you gain by meeting customers face to face. With this contact you can
easily detect market changes that occur and adapt to them. You also have
complete control over your product range, how it is sold, and at what price. Direct
sales may be a good place to start when the supply of your product is limited or
seasonal. For example, direct sales for many home-produced products can occur
through homebased sales, markets, and stands. However, direct sales require that
you have an effective retail interface with your customers, which may be in
person or electronic. If developing and maintaining this retail interface is not of
interest to you or you are not good at it, you should consider selling through an
intermediary.
Reseller Sales (Sales Through an Intermediary)
Instead of selling directly to the consumer, you may decide to sell through
an intermediary such as a wholesaler or retailer who will resell your product.
Doing this may provide you with a wider distribution than selling direct while
decreasing the pressure of managing your own distribution system. Additionally,
21. you may also reduce the storage space necessary for inventory. One of the most
important reasons for selling through an intermediary is access to customers. In
many situations, wholesalers and retailers have customer connections that would
not be possible to obtain on your own.
Market Coverage:
No matter whether you sell your product direct or through a reseller, you
must decide what your coverage will be in distributing your product. Will you
pursue intensive, selective, or exclusive coverage?
Intensive distribution is widespread placement in as many places as
possible, often at low prices. Large businesses often market on a nationwide level
with this method. Convenience products—ones that consumers buy regularly and
spend little time shopping for, like chewing gum—do better with intensive
(widespread) distribution.
Selective distribution narrows distribution to a few businesses. Often,
upscale products are sold through retailers that only sell high-quality products.
With this option, it may be easier to establish relationships with customers.
Products that people shop around for sell better with selective distribution.
Exclusive distribution restricts distribution to a single reseller. You may
become the sole supplier to a reseller who, in turn, might sell only your product.
22. You may be able to promote your product as prestigious with this method,
though you might sacrifice sales volume. Specialty products tend to perform
better with exclusive distribution.
Other Place Decisions Product characteristics and sales volumes will dictate
what inventories to maintain and how best to transport products. Additionally,
the logistics associated with acquiring raw materials and ensuring that final
product is in the right place at the right time for the right customers can comprise
a large percentage of total costs and needs careful monitoring. You may decide to
have a combination of all the distribution methods. Whatever you decide, choose
the method which you believe will work best .
Promotion:-
“Promotion” refers to the advertising and selling part of marketing. It is
how you let people know what you’ve got for sale. The purpose of promotion is to
get people to understand what your product is, what they can use it for, and why
they
should want it. You want the customers who are looking for a product to know
that your product satisfies their needs. To be effective, your promotional efforts
should contain a clear message targeted to a specific audience reached via an
appropriate channel. Your target audience will be the people who use or
23. influence the purchase of your product. You should focus your market research
efforts on identifying these individuals. Your message must be consistent with
your overall marketing image, get your target audience’s attention, and elicit the
response you desire, whether it is to purchase your product or to form an
opinion. The channel you select for your message will likely involve use of a few
key marketing channels. Promotion may involve advertising, public relations,
personal selling, and sales promotions. A key channel is advertising. Advertising
methods to promote your product or service include the following.
Radio: Radio advertisements are relatively inexpensive ways to inform
potential local customers about your business. Mid-to-late week is generally
the best time to run your radio ad.
Television: Television allows access to regional or national audiences, but may
be more expensive than other options.
Print: Direct mail and printed materials, including newspapers, consumer and
trade magazines, flyers, and a logo, allow you to explain what, when, where,
and why people should buy from you. You can send letters, fact sheets,
contests, coupons, and brochures directly to new or old customers on local,
regional, or national levels.
24. Electronic: Company Web sites provide useful information to interested
consumers and clients. Password-protected areas allow users to more 5
Purdue extension
Knowledge to go intimately interact with you. Advertisements allow broad
promotion of your products. Direct e-mail contact is possible if you have
collected detailed customer information.
Word of Mouth: Word of mouth depends on satisfied customers (or
dissatisfied customers) telling their acquaintances about the effectiveness of
your products.
Generic: Generic promotion occurs when no specific brand of product is
promoted, but rather a whole industry is advertised. For instance, generic
advertising is commonly found for milk, beef, and pork. Public relations (PR)
usually focuses on creating a favorable business image. Important components
of a good public relations program include being a good neighbor, being
involved in the community, and providing open house days. News stories,
often initiated through press releases, can be good sources of publicity.
Personal selling focuses on the role of a salesperson in your communication
plans. Salespeople can tailor communication to customers and are very
important in building relationships. While personal selling is an important tool,
25. it is costly. So you should make efforts to target personal selling carefully. Sales
promotions are special offerings designed to encourage purchases.
Promotions might include free samples, coupons, contests, incentives, loyalty
programs, prizes, and rebates. Other programs might focus on educating
customers through seminars or reaching them through trade shows. Your
target audience may be more receptive to one method than another.
Additional sources of promotion may be attending or participating in trade
shows, setting up displays at public events, and networking socially at civic and
business organizations.
Final Comment
The four P’s—product, price, place, and promotion—should work together
in your marketing mix. Often, decisions on one element will influence the choices
available in others. Selecting an effective mix for your market will take time and
effort, but these will pay off as you satisfy customers and create a profitable
business. The worksheets that follow will help you construct your marketing
plans.
Once you have a good marketing mix—the right product at the right price, offered
in the right place and promoted in the right way—you will need to continue to
stay on top of market changes and adopt your marketing mix as necessary.
27. Extended Marketing Mix (3 P's)
More recently, three more Ps have been added to the marketing mix
namely People, Process and Physical Evidence. This marketing mix is known as
Extended Marketing Mix.
People: All people involved with consumption of a service are important. For
example workers, management, consumers etc. It also defines the market
segmentation, mainly demographic segmentation. It addresses particular class of
people for whom the product or service is made available.
Process: Procedure, mechanism and flow of activities by which services are used.
Also the 'Procedure' how the product will reach the end user.
Physical Evidence: The marketing strategy should include effectively
communicating their satisfaction to potential customers.
Four Cs:
CONSUMER
COST
CONVENIENCE
COMMUNICATION
28. Robert F. Lauterborn proposed a four Cs classification in 1993.[2]
The Four
Cs model is more consumer-oriented and attempts to better fit the movement
from mass marketing to niche marketing.
Product part of the Four Ps model is replaced by 'Consumer' or Consumer
Models, shifting the focus to satisfying the consumer needs. Another C
replacement for Product is Capable. By defining offerings as individual capabilities
that when combined and focused to a specific industry, creates a custom solution
rather than pigeon-holing a customer into a product.
Pricing is replaced by 'Cost' reflecting the total cost of ownership. Many
factors affect Cost, including but not limited to the customer's cost to change or
implement the new product or service and the customer's cost for not selecting a
competitor's product or service.
Placement is replaced by 'Convenience'. With the rise of internet and
hybrid models of purchasing, Place is becoming less relevant. Convenience takes
into account the ease of buying the product, finding the product, finding
information about the product, and several other factors.
29. Promotions feature is replaced by 'Communication' which represents a
broader focus than simply Promotions. Communications can include advertising,
public relations, personal selling, viral advertising, and any form of
communication between the firm and the consumer.
4ps 4cs
Product Customer needs and wants
Price Cost of the customer
Place Convenience
Promotion Communication
30. Marketing Mix
Product Price Promotion Place
Product Sales promotion Advertising Coverage
Variety Discount Sales force Channels
Quality Allowances Public relations Assortment
Design Payment period Direct Location
Features Credit terms Marketing Inventory
Brand name
Packaging
Sizes
Services
Warranties
Returns
31. BASICS OF MARKETING
Basic of Marketing
Definition: Marketing is a social as well as managerial process through which individual or group obtains
what they need or want through creating, offering and exchanging goods of value with each other.
Concept of Marketing:-
1. Production Concept- When the production concept was found, a production oriented business
dominated the market. This was from the beginning of Capitalism to the mid 1950’s. During the
era of the Production concept, Business concerned itself primarily with production,
manufacturing, and efficiency issues. The reason that Production was given major importance
was because of the statement that Supply creates its own demand. The more you produce the
more you sell.
2. Product Concept- Product concept is the understanding of the dynamics of the product in order
to showcase the best qualities and maximum features of the product. Marketers spend a lot of
time and research in order to target their attended audience. Marketers will look into a product
concept before marketing a product towards their customers. While the "Product Concept" is
based upon the idea those customers prefer products that have the most quality, performance,
and features, some customers prefer a product that is simpler and easier to use.
3. Marketing Concept-The marketing concept is the philosophy that firms should analyze the
needs of their customers and then make decisions to satisfy those needs, better than the
competition. Today most firms have adopted the marketing concept.
4. Societal Marketing Concept- The societal marketing is a marketing concept that holds that a
company should make marketing decisions not only by considering consumers' wants, the
company's requirements, but also society's long-term interests. The societal marketing concept
holds that the organization's task is to determine the needs, wants, and interests of a target
market and to deliver the desired satisfactions more effectively and efficiently than competitors
in a way that preserves or enhances the well being of both the individual consumer and society
in general. Therefore, marketers must endeavor to satisfy the needs and wants of their target
markets in ways that preserve and enhance the well-being of consumers and society as a whole.
It is closely linked with the principles of corporate social responsibility and of sustainable
development.
5. Relationship Marketing Concept- Relationship marketing is a strategy designed to foster
customer loyalty, interaction and long-term engagement. It is designed to develop strong
32. connections with customers by providing them with information directly suited to their needs
and interests and by promoting open communication.
6. Holistic Marketing Concept- A business may choose to use a holistic marketing approach when
they are under the strong belief that all aspects of its marketing strategy are interrelated.
Development of marketing programs such as the marketing mix, the design of marketing
campaigns, and the implementation of marketing processes are not isolated business functions
under a holistic marketing concept. Instead, the business makes marketing decisions and
implements campaigns based on reaching a common organizational objective.
Market- A market is a place where two parties can gather to facilitate the exchange of goods and
services. The parties involved are usually buyers and sellers. A market is defined as the sum total of all
the buyers and sellers in the area or region under consideration. The area may be the earth, or
countries, regions, states, or cities. The value, cost and price of items traded are as per forces of supply
and demand in a market.
Brand- A brand is an identifying symbol, mark, logo, name, word, and/or sentence that companies use
to distinguish their product from others. A combination of one or more of those elements can be utilized
to create a brand identity.
34. The Marketing Mix
Simply put the Marketing Mix is a tool used by businesses and Marketers to help determine a product or
brands offering. The 4 Ps have been associated with the Marketing Mix since their creation by E. Jerome
McCarthy in 1960.
The Marketing Mix 4 Ps:
Product - The Product should fit the task consumers want it for, it should work and it should be what the
consumers are expecting to get.
Place – The product should be available from where your target consumer finds it easiest to shop. This
may be High Street, Mail Order or the more current option via e-commerce or an online shop.
Price – The Product should always be seen as representing good value for money. This does not
necessarily mean it should be the cheapest available; one of the main tenets of the marketing concept is
that customers are usually happy to pay a little more for something that works really well for them.
Promotion – Advertising, PR, Sales Promotion, Personal Selling and, in more recent times, Social Media
are all key communication tools for an organisation. These tools should be used to put across the
organisation’s message to the correct audiences in the manner they would most like to hear, whether it
be informative or appealing to their emotions.
In the late 70’s it was widely acknowledged by Marketers that the Marketing Mix should be updated.
This led to the creation of the Extended Marketing Mix in 1981 by Booms & Bitner which added 3 new
elements to the 4 Ps Principle. This now allowed the extended Marketing Mix to include products that
are services and not just physical things.
Marketing Theories - The 7 P's Marketing Mix Model The extended 7 Ps:
People – All companies are reliant on the people who run them from front line Sales staff to the
Managing Director. Having the right people is essential because they are as much a part of your business
offering as the products/services you are offering.
Processes –The delivery of your service is usually done with the customer present so how the service is
delivered is once again part of what the consumer is paying for.
Physical Evidence – Almost all services include some physical elements even if the bulk of what the
consumer is paying for is intangible. For example a hair salon would provide their client with a
completed hairdo and an insurance company would give their customers some form of printed material.
35.
36. REASONS TO CHOOSE JSPL FOR THE TOPIC
After some consideration I have selected the topic “The business and
financial performance of an organisation over a three year period”.
Business and Financial analysis of an organisation is main indicator of its
performance which focuses on financial as well as non-financial
aspects. I have chosen to write my research and analysis report on
Tesco Plc. I will do business and financial analysis of Tesco plc in this
report over the past three years using appropriate Analytical
techniques such as ratios. Ratios are of little use in isolation, that’s why
I will compare them with past years and with some of Tesco plc main
competitors in order to identify trends.
A company true strategic position can only be known by analysing its
marketing performance which the chosen topic will help me to do in
case of JSPL moreover it will enable me to use my academic knowledge
in a better way.
Throughout my study in JSPL mainly focuses on marketing mix strategy,
which has helped me in maintaining my personal interest in this field.
Assessment of marketing effectiveness usually starts with analysis of
marketing mix strategy.
In this time of recession when people are more concerned about the
company true performance it only can be done more appropriately
using the business and marketing analysis. By using marketing analysis,
one can easily explore a winning and fundable strategic plan; conduct
and carry out marketing effectiveness, and much more.
37. OBJECTIVE
To study & analysis the innovative marketing strategy of JSPL.
To have better understanding of marketing strategy of steel industry.
To compare between domestic & international market.
To get an overall idea about the marketing function of JSPL.
For partial fulfillment of Masters in Business Management.
To understand the theoretical concept related to practical business
environment.
To relate the theory with the practical approach.
38. SCOPE
Understand the marketing strategy of JSPL.
Difference between domestic & international marketing strategy.
Portfolio of products of JSPL.
Organization structures and responsibilities of management.
Each of the above areas would be critically analyzed in order to determine
the efficiency of JSPL.
39. METHODOLOGY
Information collected to furnish this report is both from primary and secondary in
nature. Both primary and secondary data sources will be used to generate this
report. Primary data sources are scheduled survey, informal discussion with
professionals and observation. The secondary data sources are annual reports,
manuals, and brochures of organization and different publications.
To identify the implementation, supervision, monitoring and repayment practice-
interview with the employee and extensive study of the existing file was and
practical case observation has been done.
Research Methods:
Primary Data
1. Scheduled survey.
2. Informal Discussion.
3. Observation.
4. Online Questionnaire.
Secondary Method:
1. Annual reports.
2. Manuals.
3. Brochures
4. Publications.
40. SIGNIFICANCE
A project report helps to evaluate the organization objectives, to what
extent they are achievable. For this purpose, an entrepreneur is
expected to consider the input data, analyse the data, predict outcome,
choose best alternatives, take action, measure results with predictions.
A project report enables an entrepreneur to know how much money,
manpower & material would be required to set up the project, type of
machine & technology required & the economic gains from the project.
Successful implementation of a project is governed by the course of
action as given in project report. A project report highlights the
practicability of a project in terms of different factors like economy,
finance, technology & social desirability. It is needed by the
entrepreneur for carrying out expansion or starting a new production
line & for getting loans from banks & financial institutions. It enables
the entrepreneur to understand, at the initial stage, whether the
project is sound on technical, commercial, financial & economic
parameters. It helps the entrepreneurs in establishing techno-economic
viability of the project.
41. LIMITATIONS
Study is limited to academic purpose only.
Due to limited time & resources the study was not extended to wide area.
Gives only basic idea about the part of the business activity of the
organization.
Customers are scattered over a large area therefore hard to contact.
Customers are reluctant to prevail their internal information.
43. Late Shri O .P Jindal
Shri O.PJindal was the Chairman of the Jindal
Organization; He established a successful
business enterprise Jindal Steel and Power
under the flagship of the Jindal Organization, of
which he was the chairman. In November 2004,
Jindal was awarded the prestigious "Life Time
Achievement Award" for his outstanding
contribution to the Indian Steel Industry by the
Bengal Chamber of Commerce and Industry.
According to the latest Forbes' List, he was
ranked 13th amongst the richest Indians and
placed 548th amongst the richest persons of
the world.
COMP ANY PROFILE
44. Mr. Naveen Jindal
Mr. Naveen Jindal is the Chairman and
Managing Director of Jindal Steel &
Power Limited (JSPL) which is one of the most
efficiently managed steel companies in the
world. The company is a part of the about US$
15 Billion O.PJindal Group. The company has the
world’s largest coal-based sponge iron capacity
and has established a Rail & Universal Beam Mill,
which is manufacturing the world’s longest 121
meter rails and parallel flange beams &columns
in large sizes for the first time in India.
45. ORGANISATIONAL INFORMATION
Company: - Jindal Steel & Power Ltd. (JSPL)
Web Site: - www.jindalsteelpower.com
Human Resource Department:-
Name :
Designation :
Marketing Department:-
Name :
Designation :
