2. Presentation On Company Analysis And Improvement
Guideline Of Bangladesh Steel Re-Rolling Mills Limited
SUBMITTED TO:
Md.Kafil Uddin
Assistant Professor
Department of Human Resource Management
University of Chittagong
SUBMITTED BY:
Mahmudul Hasan Jowel
ID No: 15305063
Session: 2018-2019
Department of Human Resource Management
University of Chittagong
3. Objectives of the Study
The main purpose of this study is to acquire knowledge
about the internal and external environment of a company
and applied the theoretical knowledge related to the
strategic audit. The areas on which we will gave emphasis
are:
To know the overview of steel industry in Bangladesh.
To recognize the external environment of BSRM Ltd ·
To recognize the internal environment of BSRM Ltd.
4. Methodology Of The Study
Primary sources
Face to face conversation with the responsible representatives of the HR
department of BSRM corporate office.
Observation of HR activities of the company.
Practical experiences gained from different assignments during internship period
assigned by the company representative like- tasks from the talent management
team, preparation of Job description, checking KPI/KRA, sessions regarding
performance management systems etc.
Secondary sources
Written documents of the talent management team of HR department of the BSRM.
Report of BSRM 2020-21.
Sample reports of BSRM.
5. Limitations of the Study
The study is limited to only to BSRM corporate office.
There are time constraints. The internship period was only for 8 weeks which is not
enough for a complete and fruitful study.
As a result of lacking in practical knowledge, some shortcomings may be available
on this report.
BSRM has naturally shown indifference in sharing information for its
confidentiality concerns.
It was difficult to collect the opinions of all the employees relating to subject matter.
HR officials have immense pressure of works.
7. Overview of the BSRM Group
The business concerns under the group were run by the families of Late Mr.
Taherali and Late Mr. Akberali. Since its inception, the group only involve
in Steel sector. It strived to change the civil construction landscape of
Bangladesh through constant innovation. To be trusted, reliable, and safe, it
meticulously met international standards of steel, able to compete with the
global market.
BSRM has a big annual procurement budget for consulting services in
Information Technology, Human Resources, Finance, Engineering, legal
services and Marketing Services which engaged highly skilled professionals
in the country. BSRM offers equal opportunity for women, serving and
nurturing the talents. The groups in-house, on the job training enhances the
skills hundreds of young professionals and contributes to the overall skills
base in the country.
8. External Environment Analysis
Power of Buyers (High):
The buyers of Bangladeshi customers have more bargaining power than
themselves. Bangladesh is the second largest manufacturer of steel
industry in the world. Hence, she serves a lot of markets in world.
Power of Suppliers (High):
Manufacturing firms are the buyers of raw materials & semi-finished
goods. The suppliers of steeli industry Bangladesh are powerful in case of
raw materials because most of them are imported. And Bangladesh is
collecting them at world class price from abroad
9. Threats of Substitute product or services (High):
There is threat of substitute for Bangladeshi steel industry
because China and India are capturing markets faster than
Bangladesh. She is lagging behind to some extent because
of poor country barding and less power to influence
customer.
Intensity of rivalry among competitors (High):
Bangladesh is competing with many big industry in the
international markets. That’s why competition between
existing firms is more or less high because there are many
companies about same size in the industry. They have
similar strategies in capturing the market.
Threats of new entrants (Low):
12. BCG MATRIX CHART
The chart showing four different level of competitive position.
Stars – High market share high market growth.
Question mark – Low market share high market growth.
Cash cows – High market share low market growth.
Dogs – Low market share low market growth.
13. Problems
According to the above observations we like to draw the following
problems for recommendations
Economic crisis makes a huge impact on the overall performance of the
company
Unavailability and high Cost of raw materials
It is difficult to cope up with changes in Technology
Increasing no of competitors more than before
Facing severely Energy crisis
Price is high comparatively than the other competitors
High debt decreasing profit
High dependency on import for raw material
Generating low profit margin
15. Management and marketing team should take some pre and post economic crisis
policy to reduce the affect that the company will face during crisis moment.
To save from the effect of unavailability of raw materials BSRM steel may take
measures in a way that it can source from different suppliers or create a plant in
future that will be used to manufacture some valuable raw materials in the country.
To reduce the effect of interest rate and currency rate fluctuation the finance
department should play upper hand to import materials or pay interest or take loan.
To stay in the competition management team specially the marketing team should
take measures that will produce more sales for them to grow as a big player in
future.
BSRM steel intends to increase its market share and they have already set up the
latest factory with latest technology but to reach its goal it needs to hire key persons
or take policy that will go along with its goal.
16. CONCLUSION
Steel Industry of Bangladesh is a rapidly expanding
market. BSRM Ltd has come into the industry with its
full strengths but it is facing some problems. From my
close observation I have found some problems as well
as some tremendous prospects. Finally, I have put
some recommendations in this regard and believe that
if they put concern on these they can surely compete
satisfactorily in the modern and competitive business
arena.
