Sip report on marketing of Jindal Steel & Power

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Sip report on marketing of Jindal Steel & Power

  1. 1. A Project Report on Marketing Of Jindal Steel & Power Limited SubmittedtoThe Indian Institute of Planning & Management Submitted by:- Bishnu Shankar Singh Batch-SRPM-E-T3 Session: SS-211-13(ISBE-E) Mob: 9007513568 1
  2. 2. AcknowledgementApart from my efforts, the success of this project depends largely on theencouragement and guidance of many others. I take this opportunity to express mygratitude to the people without whom this project would not have been a success.I wish to express my gratitude towards Mr. Praveen Kumar, GM (HR Group),Mr.Kaushik Basu, Sr.DGM (Marketing) / Regional Manager, Mr PradipJaiswal, Deputy Manager (Marketing) and Mr Prabhav Singh, Asst.Manager(Marketing) for providing me with an opportunity to pursue an internship at JSPL.I would like to acknowledge the efforts and support of all employee of Kolkataoffice (Marketing) for her guidance and support as my guide at JSPL. He wasextremely cooperative and willing to share his valuable experiences with me andhelping me understand the Marketing at JSPL.I am obliged to the managers who head the Stockyards (EAST, Kolkata)departments for their cooperation during the internship. Without them I would nothave been able to understand the supply or delivery operation at JSPL. Bishnu Shankar Singh 2
  3. 3. Executive SummaryIt was a great opportunity to do this project for Jindal Steel& Power Ltd, sales andmarketing department, Kolkata. The basic objective of the project is how productis marketed at JSPL. Moreover, to know the current market of JSPL and itscompetitors. It was important to know the opinion of the end users about thequality of the product and usage. Keeping the above objective in mind, every effortwas made to reach to the factual position at the ground level and was tried hard tofigure out the constraints. The primary data collected thereby was of quality andhas thrown up some revealing facts. Detailed analysis of the raw data depicted thetrend prevailing in the market about its market share and other segments of themarketing which are of immense value. In this era of brand consciousness Itshould also try to provide effective discount rate and different programs to attractmore customers as well as retain in the present customers .Other vital things aremaintaining good customer relationship by promotional schemes, raising the creditlimit that is being offered to most of the companies. In fact, the brand of the groupis known for high degree of trust, loyalty, worthy price and dependability. JSPLare known by their brand and their Endeavour is for carving a niche in whateverbusiness they are in. JSPL have maintained high standards in addressingcustomer grievances and I‘m sure that the outcome of this study will be taken inthe right perspective and hope it will act as a tool for improving the quality ofproducts and services. 3
  4. 4. ContentSL.NO Particular PAGE NOPart I: Essential Company Information: 1 - 14 i. Company Product-Market scope ii. Current Product Portfolio and Position in the Market iii. Competitive scenario-Present and potentialPart II: The Content 15 - 26 i. Define the live problem or topic of the project working on ii. Objective of the topic or the study iii. Sources of data collection iv. Report of Data Collection and Analysis v. Findings and Observations vi. Recommendationsvii. Conclusionviii. BibliographyPart III: Learning from the Internship: 27 - 39 i. Organization Structure ii. Leadership style of Top Management iii. Decision making styles iv. Quality and nature of teamwork v. Organizational culture vi. Major strengths/Weaknesses 4
  5. 5. Ess e n t i a l C o m p a n y I n f o r m a t i o n 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 Late Shri O .P Jindal ranked 13th amongst the richest Indians and placed 548th amongst the richest persons of the world.Mr. Naveen Jindal is the Chairman andManaging Director of Jindal Steel &Power Limited (JSPL) which is one of the mostefficiently managed steel companies in the world.The company is a part of the about US$ 15Billion O.PJindal Group. The company has theworld’s largest coal-based sponge iron capacityand has established a Rail & Universal BeamMill, which is manufacturing the world’s longest121 meter rails and parallel flange beams&columns in large sizes for the first time inIndia. Mr. Naveen Jindal 5
  6. 6. ORGANISATIONAL GUIDE INFORMATIONCompany: - Jindal Steel & Power Ltd. (JSPL)Web Site: - www.jindalsteelpower.comHuman Resource Department:-Name : Mr. Praveen KumarDesignation : General Manager (Group HR)Marketing Office (Kolkata):- 01.Name : Mr.Kaushik Basu Designation : Sr.Deputy General Manager (Sr.DGM) 02.Name : Pradip Jaiswal Designation : Deputy Manager-Marketing 03.Name : Prabhav Singh Designation : Asst. Manager-Marketing 6
  7. 7. Hierarchy of jspl at Kolkata office 7
  8. 8. Company Product-Market scopeTYPES OF PRODUCTS marketed:- 1. Rails 2. Parallel Flange Beams 3. Medium & Light Structural Mill 4. Plates & Coils 5. Semi-Finished Products 6. Wire Rods 7. TMT Bars 8. Power 9. Ferro Chrome 10. Silico Manganese 11. Sponge IronRailsLong Rails from JSPL • Normal grade typified by 710 N/mm2; Minimum UTS • Wear Resistance Grade typified by 880 N/mm² minimum UTS to 1080 N/mm² UTS • Crane Rails: CR 80, CR 100 sections • Track Rails: UIC 54, UIC 60 and IRS 52 sections: Up to 121 m • Provides 240/484 metre Flash Butt Welded RailsJSPL is also a preferred supplier for Crane Rails which find widespread usage inEOT cranes as well as for Gantry Crane operations.Applications:- a) Rail track for High speed Trains, Sliding of Power Plants , Refineries, Cement, Fertilizers and Steel Plant ,etc. 8
  9. 9. b) Crane rails for Ports & Harbours, Factories, Mines, Launch Pad, and Shipyards etc.Parallel Flange BeamProduct Specifications • Channels: 250 mm-400 mm • Welded beams: 350 mm to 3000 mm (fabricated in custom made sizes) • Universal Beams: 203 x 133 to 610 x 229 mm • Universal Columns: 152x152 to 356 x 368 mm • H-Beams as per BIS Code No.IS-12778 are available for sizes up to 900 x 300 mmJSPL today rolls 28 different sections and over 100 different variants (unit-weights) of Structural steel including beams columns and channels conferring toIndian and International series BS/UB/UC/NPB/WPB/IPE/HEApplications:-Refineries,Airports,Flyovers,Metro Rail Projects, Shopping Malls,Power Plants,Stadiums,Cement & Steel Plants & Industrial Sheds.etcMedium & Light Structural MillProduct SpecificationsEQUAL ANGLES (ISA) 100 – 200 mmCHANNELS (ISMC) 75 – 300 mmBEAMS - NPB / IPE 100 – 300 mmBEAMS - WPB / HE 100 – 200 mmFLATS 50 – 300 mmRAILS 30 lb/yd & 24 kg/m. 9
  10. 10. Applications:-Ship Building, Line Pipe, Automotive, Pressure Vessel, Boilers, Pen Stocks,General Engineering & Fabrication etc.Plates & CoilsProduct Specifications Discrete Plates Furnace Normalized Plates Width 1500 mm - 3500 mm Max. Length 13 Thickness 7 mm - 120 mm meters Thickness 40mm - 80mm Cut to Length Plates Hot Rolled Plates Width 1500 mm to 2500 Width 1500 mm to mm 2500 mm Thickness 7mm – 16 mm Thickness 7 mm – 25 mm Length 6000 mm – 12500 mm Max. Weight 25 MT per coil 10
  11. 11. Cut to Length Plates Hot Rolled Coils Width 1500mm to Width 1500 mm to 3000mm 2500 mm Thickness 7mm - 16mm Thickness 7mm - 25mm Current production and distribution of plates and coils in various segments: General engineering & Railway Wagons structural fabrication Oil & Gas Pressure vessel & boilers pipelines Bridges & Flyovers ShipbuildingApplications:-General Engineering, Structural Fabrication, Bridges & Flyover, Shipbuilding,Boilers & Pressure Vessels, Railways Wagons, Oil & Gas Pipe Lines.etc.Semi - finished productsProducts Size Range Billets: 130 mm, 150 mm, 165 mm, 200 mm, 250 mmsquares. Length - up to 13 METRES; Rhomboidity – 5 mm (max)Blooms: 285 mm x 390 mm and 280 mm x 320 mm rectangleBeam: 140 mm, 160 mm, 200 mm, 220 mm, 255 mm, 280 mm,Blanks: 305 mm, 355 mm diameter 11
  12. 12. Rounds: 140 mm, 160 mm, 200 mm, 220 mm, 255 mm, 280 mm, 305 mm, 355mm Diameter roundsSlabs:Width – 1500 mm to 2600 mm ;Thickness – 215 mm, 250 mm & 280 mm ;Length - 3.0metre to 8 metre Rhomboidity – 5 mm max;Bulging - 2.5 mm max;Camber – 2 mm per Metre;Normal cast surfaceApplications:-Beams such as H-Type, I-Type, Box Sections are used mostly in Large supportcolumn, and Beams for manufacturing & Process Plant, Airports, High Rise,Buildings, Power Plants, Stadiums, Flyovers, Forging Industry, Rolling Units andSeamless Pipe Manufacturers in India as well as International market of Europe,South-East Asia, West-Asia and Middle East etc.Wire rodsProduct Specification:- • Plain Rod : 5.2, 5.5 – 22 mm (in 0.5 mm increments) • Coil weight : 2.48 ton • Coild Outside Dia : 1250 mm • Coil Inside Dia : 850 mmDimensional Tolerance Size (mm) Tolerance (mm) Maximum Ovality (mm) 5.5 – 22.0 +/- 0.10 0.12 12
  13. 13. GradesLow Carbon Grades: SAE 1006/1008/1010/1012/1015/1018/1020,CAQ Medium Carbon Grades: SAE1030/1035/1038/1040/1541/EN8DHigh Carbon: HC36/40, HC41/45, HC51/55, HC56/60, HC61/65, HC66/70, Tb68,HC71/75, HC76/80, HC81/85, PSC116, SWR52A, SWR62A, SWR82ACold Heading Quality: SAE1010/1015/1018/1020, SAE10B21, SAE15B25,SAE15B41, 19MnB4Electrode Quality Grades: EQ (IS2879), JSPL Weld (MIG), EM12KFree Cutting Grades: SAE 12L14, EN 1A, EN 8M, EN 15AMBall Bearing Grades: EN31, SAE52100Alloy Grades: 16MnCr5, 20MnCr5, SCM 415H, SCM 420H, SAE8620, SAE4135,SAE4140Applications:-Fasteners, Bolt, Rivets & Screw, General Purpose Wires, Nails, Electrode Wires,Industrial Wires, Agricultural Wires, Chains & Upholstery Wires, Tyre Bead &Hose reinforcement Wires, Pre-Stressed Concrete Strands Wires, Spring Wires,Wire Ropes etc.TMT BarsSizes (in mm) – 8,10,12,16,20,25,28, 32, 36, 40Chemical Properties IS 1786 Fe 500D JSPL 500D (Typical Values)*%Carbon (max.) 0.25 0.25% 13
  14. 14. Sulphur (max.) 0.04 0.035%Phosphorous (max.) 0.04 0.035%S+P (max.) 0.075 0.07%Carbon Equivalent (max.) 0.42 0.42Mechanical Properties IS 1786 Fe 500D JSPL 500D (Typical Values)Yield Stress-YS (N/MM2) (min.) 500 540Elongation (min.) 16 18Ultimate Tensile Stress (UTS)(N/MM2) (min.) 565 600Applications:-They are ideal for high rises, dams, bridges, individual houses and any criticalstructures where high yield strength is required without compromising on theelongation properties. They are used as wide spread construction purpose.Ferro ChromeSpecificationsCharacteristic Requirement% Chromium : 60 to 66% Carbon : 6 to 8% Silicon : 4 Max.% Sulphur : 0.05 Max.%Phosphorous : 0.05 Max.Size : 10 - 150 mmApplications:-In the production of stainless steel. used in specialist applications such asengineering steels where a high Cr to Fe ratio and minimum levels of otherelements such as sulphur, phosphorus and titanium are important and production 14
  15. 15. of finished metals takes place in small electric arc furnaces compared to largescale blast furnaces.High Carbon Silico ManganeseSpecifications of High Carbon Silico Manganese (SiMn)Characteristic Requirement% Manganese : 60 % min.% Silicon : 15 % min.% Carbon : 2 % max.% Iron : 22 % min.%Phosphorous : 0.35 % Max. 0.025 %% Sulphur : Max.Size : 10 - 80 mm (± 10 %)Sponge IronSpecifications Characteristic Requirement % Non- : 1.0 Max. magnetic % Metallic Fe : 81 Min. % Total Fe : 91 Min. Metallization : 88 Min. %Phosphorous : 0.07 Max. % Sulphur : 0.07% % Carbon : 0.3 Max. 15
  16. 16. % SiO2+ : 5 Max. Al2O3 Size : A-grade lumps 3-20 mm (-3 mm 5% Max.) A-grade fines 0-6 mm (+6 mm 5% Max.)Applications a) Sponge Iron is one of the most important and the basic raw materials required for the production of various steel/iron based products like TMT bars, D.I Pipes etc. b) Sponge Iron is a part–substitute for steel scrap used for manufacturing steel by electrical arc furnaces and induction furnaces. c) Steel melting scrap is primarily required for using as a feed material in all mini steel plant that use this scrap for melting in electric arc furnace/induction furnace to manufacture steel. d) Sponge Iron is also good suitable material for using as a coolant in LD converters of the Integrated Steel Plants. 16
  17. 17. Current Product Portfolio and Position in the MarketRange of products which is being offered by the Jindal Steel & Power Limited toits market is mentioned below. 17
  18. 18. JSPLFinished Goods Semi-Finished 1. Beam 1. Beam Blank 2. Channel 2. Bloom 3. Column 3. Billet 4. Rail 4. Round 5. Wire Rode 5. Slab 6. Plate 6. Sponge Iron 7. Coil 8. TMT 9. Angle 10. Ferro Chrome 11. Silico Manganese Players in Market for Steel Production1. Steel Authority of India (SAIL)2. TATA Steel3. ESSAR4. Jindal Steel & Power Limited (JSPL)5. Bhushan Steel6. JSW7. RINL8. SJK 18
  19. 19. Marketing of Jindal steel &Power Limited (JSPL) products. 19
  20. 20. Objectives of the projectIn Jindal Steel Plant there is various section of marketing department. Since I havechosen “Marketing Strategies for the secondary products at BSP”, my mainobjectives are:1. Market study of products of JSPL.2. To know what JSPL products is why it is necessary to sell the JSPL products.3. To know the pricing of JSPL products.4. Ensuring timely dispatch of material products, scrap etc. to the potential customers.5. To know the use of JSPL product.6. To know the others terms and conditions for marketing of JSPL products. 20
  21. 21. Sources of data collection Collection of Data:1. Primary Data: 1. Data collected from Database of the company; 2. References2. Secondary Data: 1. Discussions with managers 2. Referring newspaper, journals and magazines 3. Information collected from Internet 21
  22. 22. Reports of data collection and analysisData Collection:-In addition to the intrinsic sampling error, the actual data collection process willintroduce additional errors. These errors are called non-sampling errors. Some non-sampling errors may be intentional on the part of the interviewer, who mayintroduce a bias by leading the respondent to provide a certain response. Theinterviewer also may introduce unintentional errors, for example, due to not havinga clear understanding of the interview process or due to fatigue.Respondents also may introduce errors. A respondent may introduce intentionalerrors by lying or simply by not responding to a question. A respondent mayintroduce unintentional errors by not understanding the question, guessing, notpaying close attention, and being fatigued or distracted.Such non-sampling errors can be reduced through quality control techniques.Data Analysis - Preliminary Steps:-Before analysis can be performed, raw data must be transformed into the rightformat. First, it must be edited so that errors can be corrected or omitted. The datamust then be coded; this procedure converts the edited raw data into numbers orsymbols. A codebook is created to document how the data was coded. Finally, thedata is tabulated to count the number of samples falling into various categories.Simple tabulations count the occurrences of each variable independently of theother variables. Cross tabulations, also known as contingency tables or cross tabs,treats two or more variables simultaneously. However, since the variables are in atwo-dimensional table, cross tabbing more than two variables is difficult tovisualize since more than two dimensions would be required. Cross tabulation canbe performed for nominal and ordinal variables.Cross tabulation is the most commonly utilized data analysis method in marketingresearch. Many studies take the analysis no further than cross tabulation. Thistechnique divides the sample into sub-groups to show how the dependent variablevaries from one subgroup to another. A third variable can be introduced to uncovera relationship that initially was not evident. 22
  23. 23. Annual Production capacity of steel companies:-Sl.NO Company Name Annual Production capacity in metric Tonne Per Year 1 Steel Authority of India 26 2 TATA Steel 23.3 3 ESSAR 14 4 JSW 10 5 Jindal steel and power 3 6 RINL 2.820 7 Bhusan Steel 2.3 23
  24. 24. SALES FOR 2010-2011 & 2011-2012 Of Kolkata Marketing OfficeMONTH YEAR RUBM PLATE COIL TMT MLSM WR SEMIS TOTAL APRL 2009-10 2229 3677 975 0 0 0 0 6881 2010-11 1,581 2,986 2,282 565 0 1,135 0 8549 2011-12 3,158 3,733 375 472 496 3,554 22 11810 MAY 2009-10 4,702 4,000 4,078 0 0 0 0 12780 2010-11 1,460 5,054 779 522 0 396 0 8211 2011-12 6,103 3,987 1,533 1,098 722 3,648 0 17091JUNE 2009-10 3,617 6,439 1,997 0 0 0 0 12053 2010-11 1,874 5,310 1,212 280 0 1,431 0 10107 2011-12 4,838 5,766 1,267 1,442 813 1,658 0 15784JULY 2009-10 4,314 5,190 2,973 0 0 0 0 12477 2010-11 2,647 5,459 2,346 418 0 4,219 0 15089 2011-12 6,244 5,948 187 665 1,643 1,704 0 16391 AUG 2009-10 5,753 6,343 345 0 0 0 0 12441 2010-11 2,225 3,771 1,182 723 0 5,836 0 13737 2011-12 4,322 4,152 644 1,817 768 4,431 0 16134 SEP 2009-10 4,456 4,451 3,150 0 0 0 0 12057 2010-11 2,445 4,235 1,677 485 0 747 281 9870 2011-12 5,839 5,778 520 1,347 1,163 2,718 0 17365 Oct 2009-10 2,303 6,572 1,643 0 0 0 0 10518 2010-11 4,416 1,840 2,535 440 0 3,900 0 13131 2011-12 3,265 3,691 205 948 672 1,753 0 10534 Nov 2009-10 1,538 5,120 942 0 0 0 0 7600 2010-11 4,697 5,889 1,487 1,857 76 3,095 0 17101 2011-12 4,113 6,266 21 1,931 1,207 4,488 0 18026 DEC 2009-10 2,646 8,040 3,561 0 0 0 0 14247 2010-11 4,580 5,454 5,380 26 0 1,859 0 17299 2011-12 5,461 6,096 0 2,829 780 3,829 0 18995 JAN 2009-10 1,060 5,776 0 0 0 0 0 6836 2010-11 3,774 4,469 602 185 0 5,767 0 14797 2011-12 4,734 8,476 697 3,365 1,021 2,007 0 20300 FEB 2009-10 2,785 5,346 4,679 0 0 0 0 12810 2010-11 5,393 6,156 1,141 1,089 566 2,491 0 16836 2011-12 3,278 12,755 524 8,101 2,919 1,242 0 28819 MAR 2009-10 3,692 6,067 10,969 0 0 0 0 20728 2010-11 6,417 7,358 932 68 512 3,222 21 18530 2011-12 3,961 4,991 1,269 6,892 3,441 3,692 49 24295GRAND 2009-10 39,095 67,021 35,312 0 0 0 0 1,41,428TOTAL 2010-11 41,509 57,981 21,555 6,658 1,154 34,098 302 1,63,257 2011-12 55,316 71,639 7,242 30,907 15,645 34,724 71 2,15,544 24
  25. 25. Findings and observationsEnterprises always have a clear view of the market in which they act: without astrong knowledge of the markets, they can’t face their competitors and in a shorttime they could lose market share, beginning a decline phase. For this purpose theknowledge of the market assumes a strategic role since each step in any directioncould be done only with a previous research on market players, products andfeatures of their own environment. 25
  26. 26. JSPL’s position in major steel producers in IndiaSl.NO Company Name Annual Production capacity in metric Tonne Per Year 1 Steel Authority of India 26 2 TATA Steel 23.3 3 ESSAR 14 4 JSW 10 5 Jindal steel and power 3 6 RINL 2.820 7 Bhusan steel 2.3There are so many competitors in market but among few top ranking steelcompanies which is mentioned above in table with their annual production capacityshow where Jindal Steel & Power Limited (JSPL) stands. Jindal Steel and PowerLimited (JSPL) is one of Indias major steel producers with a significant presencein sectors like Mining, Power Generation and Infrastructure. With an annualturnover of over US$ 3.5 billion, JSPL is a part of the US$ 15 billion diversified O.P. Jindal Group and is consistently tapping new opportunities by increasingproduction capacity, diversifying investments, and leveraging its core capabilitiesto venture into new businesses. The company has committed investmentsexceeding US$ 30 billion in the future and has several business initiatives runningsimultaneously across continents. 26
  27. 27. RecommendationsSteel Industry has an important role to play in the developmentOf any economy. The sector’s sustained growth, therefore, is one of theImportant prerequisites for attaining the level of GDP growth envisaged in the11th Plan. The sectors growth during the 11th Plan, however, is going to beLargely driven by market forces in a deregulated economic environment.While the industry’s future prospects may be determined byMarket forces, the Government will continue to play a pro-active roleEspecially in areas where the actual achievements fall short of expectations.At the same time there is also a need to exploit the industry’s growth potentialFully. The on-going processes of global relocation and world-wide restructuringhave clearly shown that the focus of the industry will gradually shift to thoseCountries which have raw materials, low cost labour and technical manpower,High potential of technology absorption and a rapidly growing domesticMarket as well as proximity to other growing markets. India has the potentialTo emerge as a global player during the Eleventh Plan period, if the inherentAdvantages like availability of quality iron ore, cheap labour, and technicalManpower and growing domestic demand are leveraged properly. ItsCapability has already been demonstrated in the last decade and a half whenIt improved its position from the 11th place in 1991 to become the 7th largestProducer of steel globally in 2005. As the 11th Plan period is going to beCrucial for not only maintaining but also improving the overall momentum ofGrowth in this sector and this for a conducive policy environment.Few factor to be considered from my opinion to lead with abovementioned steel manufacturing companies are follow:- 1. RELATED TO PRICING :- JSPL should look after his pricing factor. It is seen that pricing is one of the important key factor in field of marketing of product is manufactured. JSPL should have benchmark with government pricing factor because most of customers look for lower pricing during purchasing .This is the reason that customers make enquiry about pricing first of all from all steel manufacturing company, then they compare the price ,when they find that 27
  28. 28. after seeing the quotation they discuss about other price to the sells persons which is termed as negotiation .2. RELATED TO KEY CUSTOMERS:- According the position in terms of productivity mentioned above JSPL should increase his productivity capacity, which will help sells person to keep on his promises with the customers .It is seen that when demand is high nut productivity is low, his makes bad impact on the company. JSPL should focus on the expansion plan.3. THE SEVEN C S SHOULD BE FOLLOWED. I. Consistent Quality II. Committed Delivery III. Customized Products IV. Competitive Prices V. Complaint Settlement VI. Contemporary Products VII. Culture of Customer Services4. The company should maintain good relationship with dealers.5. The company should provide some more margins to dealers because if it happens then the dealers will be initiated to sell more and motivated.6. There should be more promotional awareness.7. There should be maintaining a gap between dealers in the same region.8. While introducing product JSPL should use more innovative marketing campaigns. 28
  29. 29. ConclusionAt last it is concluded that the company as a whole is a well branded company. Thegoodwill of the company is good. As one of the India’s most valuable andrespected corporations, JSPL is widely perceived to be dedicatedly nation –oriented .Chairman Mr. Naveen Jindal call this source of inspiration “ acommitment beyond the market ”.In his own words : “JSPL believes that itsaspiration to crest enduring value for the nation provides the motives force tosustain growing shareholders value. JSPL practices this philosophy by not onlydriving each of its businesses towards international competitiveness but by alsoconsciously contributing to enhancing the competitiveness of the larger value chainof which it is a part.’’JSPL employs or 125000 people at more than nine locations across India. Thecompany continuously endeavors to enhance its wealth generating capabilities in aglobalization, fulfill the aspiration of its defence and non-defence. This over-arching vision of the company is expressively captured in its position.At the onset I would like to thank all the associate authorities who have helped meout in this project a successful completion at the end. 29
  30. 30. BibliographiesWebsites:- o www.jindalsteelpower.com o www.sail.com o www.tatasteel.com o www.essarsteel.com o www.steel.nic.in o www.bhushansteel.com o www.wikipedia.com o www.economywatch.com 30
  31. 31. Organization StructureAt present there are 24 levels in Jindal Steel & Power Ltd:- 1. E.V.C & M.D 2. V.C & CEO 3. Deputy M.D 4. Executive Director/Directors 5. President 6. Executive Vice President 7. Senior Vice President 8. Vice President 9. Assistant Vice President 10.Senior General Manager 11.General Manager 12.Senior Deputy General Manager 13.Deputy General Manager 14.Assistant General Manager 15.Senior Manager 16.Manager 17.Deputy Manager 31
  32. 32. 18.Assistant Manager19.Executive20. Management Trainee21.Junior Executive Engineer/Overman22.Officers Foreman/Senior Chemist/Trainee Engineers23.Senior Assistant Foreman/Chemist/Senior Supervisor24.Assistant Foreman/Supervisor 32
  33. 33. Leadership style of Top Management 33
  34. 34. Decision making style1Identify Proble m 2 Develop 3 Allocate 6 Select Decisio Weights to Alternativ n Criteria e Criteria 7 Implement Alternativ 4 Develop 5 Analyze e Alternative Alternative s s 8Evaluat e Results 34
  35. 35. Quality and nature of teamworkQuality and nature of Teamwork:-1. Clear objectives and agreed goals2. Openness & confrontation3. Support & Trust4. Co-operation & Conflict5. Sound Procedures6. Appropriate leadership7. Regular review8. Individual development9. Sound inters group relations. 35
  36. 36. Organizational cultureOrganization Culture is an idea in the field of Organizational studies andManagement which describes the psychological, attitude, experiences,beliefs and values (Personal and cultural values) of an organization. It hasbeen defined as “the specific collection of values and norms that are sharedby the people and groups in an organization that control the way theyinteract with each other and with stakeholders outside the organization.The definition continues to explain organizational values, also known as“beliefs and idea about what kind if goals members of an organizationshould pursue and idea about appropriate kinds or standard of behaviourorganizational member shouldUse to achieve the goal. From organizational value develop organizationalnorms, guidelines, or exceptions that prescribe appropriate kind ofbehaviour of organizational member toward one another.Organizational culture and corporate culture are often usedinterchangeably but it is a mistake to state that they are different concepts.All corporations are also organizations but not all organization is 36
  37. 37. corporation. Organization includes religion institution, on-for-profit groups, and government agencies. There is even Canadian criminal code definition of :organized Crime” as meaning a group comprised of three or more person which has ,as one of its primary activities or purposes, the commission of serious offences which likely result in financial gain.” Corporations are organizations and there are legal entities. Corporate Culture is the total sum of the values, customs, traditions, and meaning that make a company unique. Corporate culture is often called “the character of an organization”, since it embodies the vision of the company’s founder. The value of a corporate culture influences the ethical standard within a corporation, as well as managerial behaviour.There are mainly two type of culture:- 1) Strong Culture 2) Weak CultureStrong culture is said to exist where staff respond to stimulus because of theiralignment to organizational values. In such environments, strong cultures helpsfirm operate like well-oiled machine, cruising along with outstanding executionand perhaps minor tweaking of existing procedures here and thereConversely there is Weak Culture where there is little alignment withorganizational values and control must be exercised through extensiveprocedures and bureaucracy .Where culture is strong – people do things because 37
  38. 38. they believe it is the right thing to do –there is a risk of another phenomenon,GroupthinkOrganization with their cultures are written below:- 1) Jindal Steel & Power is committed towards total satisfaction of customers and others stakeholders and achieving business excellence. 2) We at Jindal Steel & Power Limited will work for implementation of Total Productive Maintenance (TPM) at all spheres of our activities. 3) Jindal Steel & Power Ltd., Raigarh, is committed to work for effective utilization of all types of energy. 4) Jindal Steel & Power Limited is committed to establishing a safe work cultureVision, Mission, Values, Goals & Strategies of J.S.P.L:-Vision“To be a globally admired organisation that enhances the quality of life of allstakeholders through sustainable industrial and business development”. 38
  39. 39. MissionWe aspire to achieve business excellence through:• The spirit of entrepreneurship and innovation•Optimum utilisation of resources•Sustainable environment friendly procedures and practices• The highest ethics and standards•Hiring, developing and retaining the best people•Maximising returns to stakeholders•Positive impact on the communities we touch.Values•Passion for People•Business Excellence•Integrity, Ownership and Sense of Belonging 39
  40. 40. •Sustainable DevelopmentGOALS:-•Long Term Goals: Achieving 20 M T steel capacity by 2015. Achieving 1800 M W Power by 2010.To fulfil this organization is setting up 6 MT steel plant at Angul,5 MT PA steelplant at Jharkhand,2 MT steel plant at Bolivia & expansion of the existing steelplant at Raigarh from 2.0 MTA to 6 MT PA.•The Key Strategic Goals are:-1.Reduction in cost without compromising product quality.2.Meet the satisfaction of customers & widen market base through emphasis onspecial steel. 40
  41. 41. 3. Adhering to environmental statutory norms, conservation of resources & wastemanagement.•S.M.A.R.T Goals of J.S.P.L :-S– SpecificM– MeasurableA– AggressiveR– RealisticT– Time PeriodSTRATEGIES [ H.R ]:- 1) Practices for gathering & understanding the developments/trends inthe external environment, relevant to the formulation of H.Rstrategy 2) Practices for understanding the internal performance levels, skillsets & competencies available etc. to develop strategies & plans to meet the organisational objectives. 3) How does the organisation develop & refine its H.R strategy & what are the key inputs considered? Taking inputs from various sources like consultants, other organisations, sister concerns, H.R Policies & inputs from peers &then 41
  42. 42. the H.R team meets to develop & refine policies that will helping setting up our strategies for the future.4) The organization structure, policies & people processes supporting the achievement of the strategic objectives.5) Defining the required outcomes & corresponding performance measures with targets & comparisons with yearly defined goals 42
  43. 43. Major strengths/WeaknessesSWOT Analysis of the Organization:-Strengths:- 1) Availability of the iron ore 2) Low labour wage rate 3) Abundance of quality manpower 4) Mature Production baseWeaknesses:- 1) Unscientific Mining 2) Coking coal import dependence 3) Low R & D InvestmentOpportunities:- 1) Unexplored rural market 2) Growing domestic demand 3) Exports 4) ConsolidationThreats:- 1) China becoming net explorer 2) Protectionism in the west 3) Dumping by competitors 4) Global economic slowdown 43

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