This document outlines a business plan for a new steel door and window manufacturing business by Tata Steel. It discusses the vision, mission, market analysis, and strategies for the business. The market analysis identifies key influencers like architects, carpenters, and dealers. It also segments customers into those seeking longevity, aesthetics, or who are easily influenced. Strategies proposed include digital marketing, seminars for influencers, dealer programs, and targeting the government and private construction industry. A cost-benefit analysis is also included.

1. BUISNESS PLAN FORMAT
BY SHIVANGI SINGH

2. A BUSINESS PLAN
ON
TATA STEEL DOOR AND WINDOWS
In partial fulfilment for the award of
degree
Of
Master of Business Administration
From Dr. A.P.J. Abdul Kalam Technical
University,
Lucknow

3. 1. Executive summary 2. Background of the business
3. Rationale/logic of business 4. Vision & Mission
5. Market Analysis
 Brief discussion on the type of market, chief
influencers, players, etc.
 Market description
 Target clients
 Advantages of the products/services offered by
the new business
 Demand pattern
 Probable Government support/limitations
6. Marketing Assessment/Plan
 Product
 Price
 Place
 Promotion
 People
 Physical evidence
 Process
7. HR Plan
 Work force requirements
 Structure and Hierarchy
 Duties and Responsibility
 Salaries
8. Financial Assessment/Plan
 Investment expenditure and value of the
entire project
 Sources of funds
 Money flows of the project report
9. Management Structure 10. SWOT Analysis
Contents

4. 1.Executive summary

5.  We begin by identifying the consumer journey in purchase of doors/
windows. The awareness stage begins 2-3 years before purchase of
product. The consideration stage begins 6-7 months in advance, followed by
research and purchase decision. It was also observed that Influencers like
Architects, Carpenters, Dealers, Builders greatly influence purchase decision
in different geographies.
 Then, a primary research with 157 participants on multiple factors such as
Ease of Installation, one-stop solution, was carried out, where we identify 3
customer segments: Longevity Seekers (desire long lasting products), Laidback
Aesthetics (research online & value appeal) and The Gullibles (get influenced
by dealer’s suggestions). The Gullibles form ~ 65% of the market and would
be our Main Target.

6.  To Simplify the basic challenges faced by the consumers like association
of steel doors with heavy, morose looking; we have drawn Insights
from Consumer Neuroscience. One of the insights that came up was
the usage of word “Longevity” instead of “Strength” in the
Existing promotion campaigns would lead to a greater Purchase.
To maximise our reach to the age category of 25-40, we propose a
Digital Marketing Strategy on apps like YouTube, In Shorts, LinkedIn.
Words like ‘interiors’, ‘doors’ would be used to optimize the Search
Results; ~1.4 crores people would be targeted through this with ~ Rs
1.8/ reach.

7.  To Synergize the existing network of Influencers, different programs like organizations
of seminars, annual dealer programs, Testimonials of Carpenters, Sponsored Foreign
Learning have been proposed for different categories of influencers. Government &
Private Builders have been identified as two B2B arenas. Internal Branding techniques
like Digital Signage, Mails is proposed to engage the TATA community.
 A complete Cost-Benefit Analysis have been performed for the coming 2 years. The cost
has been taken on the Incremental basis
and was calculated to be ~Rs 46 cr; the total revenue expected is ~ Rs 1124 cr with a
y-o-y growth rate of 80% for next 3 years

8. 2. Background of the business

9.  Founded by Jamsetji Nusserwanji Tata in 1868 and headquartered in India, the Tata
Group is a global business conglomerate operating in over 100 countries across 5
continents.
 From an early foray into steel and automobiles, to staying abreast of the latest
technologies, the Tata Group today has a strong presence across diverse industries
such as agrochemicals, automotive, chemicals, construction, finance, consumer
products, and hospitality.
 Tata steel touch the lives of millions of people across the world every day with the
steel that it produces.

10.  From the vehicle we drive, to the house we live in; from the bridges we cross, to the
hand tools that we use; it strive to deliver unparalleled quality through our
customized value-added solutions to make our life easier.
 This is made possible by its commitment to a culture of continuous improvement,
through which it drive operational excellence in processes, products and people.
 Tata Steel is currently the world’s second-most geographically diversified steel
producer.

11.  Continuous improvement in TATA product and service portfolio, along with
success in value creating initiatives for customers, allows them to serve global
growth markets. Today, it operate in 26 countries and have a commercial
presence in over 50 countries with employees across five continents and the
numbers are growing.
 Its Raw Material operations are spread across India and Canada which help us to
be self-sufficient in steel production. Key manufacturing functions are performed
by the raw materials and iron-making groups, while Shared Services provides
maintenance support for a smooth production. In India, our downstream
business activities are structured into strategic business units such as Ferro-
alloysMinerals, Tubes, Wires, Bearings, Agrico, Industrial By-products
Management & Tata Growth Shop.

12. INDIA
Tata Steel was established in India as Asia’s first integrated private steel company in
1907. With this, it also developed India’s first industrial city at Jamshedpur. Today, it is
among the leading global steel companies. Their annual crude steel capacity across
Indian operations is nearly 13 MnTPA and we registered a turnover of US $7889 Mn in
FY 2017. We also set up our second greenfield steel plant in the eastern state of Odisha;
commissioning the first phase (3 MnTPA) of 8M tonnes of steel capacity in 2016. We
possess and operate captive mines that help us maintain cost-competitiveness and
production efficiencies through an uninterrupted supply of raw material. This is how
we ensure that we remain the lowest cost producer of steel in Asia.

13. EUROPE
Tata Steel is the second largest steel producer in Europe with a crude steel production
capacity of over 12.1 MnTPA. We established our presence in the European continent
after acquiring Corus in 2007. The manufacturing facilities in Europe comprise hubs
(Strip Products Mainland Europe, Strip Products UK and Downstream Operations) and
integrated businesses (Plating and Cogent Power). We have two integrated (blast
furnace-based) steel-making sites in Ijmuiden, the Netherlands and Port Talbot, South
Wales respectively. Other facilities across Europe produce a variety of special steels,
ultra-pure re-melted steels and various rolling and coating lines.

14. SOUTH EAST ASIA
Tata Steel’s operations in South-East Asia began in 2004 with the acquisition of
NatSteel, Singapore. The operations are run by NatSteel Holdings Pte Ltd., a
wholly-owned subsidiary of Tata Steel. In 2015, we acquired a majority stake
in Thailand-based steelmaker Millennium Steel, which strengthened our
South-East Asian operations. We are concentrating our efforts in the region to
grow our value-added products and services portfolio, while strengthening our
key steel operations in Singapore, Thailand and China.

15. 3. Rationale/logic of business

16.  Some of the factors that encourage entrepreneurs to start their own steel door and
window manufacturing could be that the business is a thriving business and the
products can be sold not just in your country but all across the globe because there
is a large market for steel doors and windows manufactured in India.
 Steel door and window manufacturing companies manufacture metal doors and
door frames. The products made by players in this industry are primarily made of
aluminum and steel and are used in a variety of residential and nonresidential
facilities, including fire doors and safety exits; they supply doors made from metal
for residential, commercial, institutional and industrial building applications and
windows manufactured in India.

17. 4. Vision and mission

18. VISION
We aspire to be the global steel industry benchmark for
Value Creation and Corporate Citizenship.
Our vision is to become the leading brand in the steel
door and window manufacturing industry and the
pride of the construction industry in the whole of the
world.

19. MISSION
Our mission is to establish a world – class aluminum door and
window manufacturing business whose products will not only be
retailed in the India, but also be exported to other countries of the
world.

20. 5. Market analysis

21. Type of market, chief influencers & players.
 The steel door and window manufacturing landscape has seen tremendous changes in
the last 20 years; it has grown from the smaller enterprise to a more organized and
far reaching industry. This trend has benefited them in such a way that they can
comfortably sell their steel doors and windows nationally and also export them to
other countries of the world.
Chief influencers & players
Contractors Technocrats
Carpenters
Dealers
Interior
Designers

22.  Organise workshops and seminars -To engage Technocrats (engineers and architects),
Design Competitions for budding architects
 To compete with competitors, sponsor overseas seminars to star architects, interior
designers who bring the maximum business
 Loyalty programmes for Influencers-Rewarding them, loyalty points used to buy things
on sale of doors through them
 Initiate formation of a Contractors’ club taking cues from Favicon’s champions’ club, to
better engage the major influencer in this segment
 Testimonials of Contractors and carpenters On the website and social Media handles
 Organising Annual Dealer Functions, where the top dealers who sold maximum Tata
Pravesh are awarded; Similar functions for contractors, technocrats and interior
designers
 Customise Dealer loyalty programme according to the needs in different regions

23. Market description
A close watch on industry activities reveals that the metal door and window
manufacturing industry was hit hard by the recent economic downturn and
experienced a decline in revenue in recent time. External factors such as
Housing starts and Industrial production index will impact industry
performance and trend

24. Target clients
we identify 3 customer segments: Longevity Seekers, Laidback Aesthetics and The Gullibles. The Gullibles form
~ 65% of the market and would be our Main Target.
• Longevity Seekers =
Major Buying Factor: Long-Lasting Products
Complains about the doors getting damaged due to rains, termites etc.
Consults architects, dealer before buying
Age-35 to 60 year
 Laidback Aesthetics =
Major Buying Factor: Aesthetic Appeal
Price Conscious, Low Brand Loyalty
Age-25 to 35 year
 The Gullible (65%) =
Major Buying Factor: Quality of Products
Easily influenced by Architects, Dealers
Consults architects, dealer before buying
Age-25 to 60 year

25. Advantages of the products/services offered by the new business
 A close study of the Metal door and window manufacturing industry reveals that the
market has become much more intensely competitive over the last decade. As a matter of
fact, we have to be highly creative, customer centric and proactive if we must survive in
this industry. We are aware of the competition and we are prepared to compete favorably
with other leading steel door and window manufacturing companies in the industry.
 Our steel door and window manufacturing company is located in an ideal property
highly suitable for the kind of manufacturing company that we want to run. One thing
is certain, we will ensure that we manufacture different sizes and shapes of aluminum
doors and windows to meet international standards.
 Our excellent customer service culture, online store, various payment options and
highly secured facility will serve as a competitive advantage for us.
 Our steel doors &windows will reach the costumer at the right time.

26. 6. Marketing Assessment/Plan

27. A marketing plan is a report that outlines your marketing strategy for the coming year,
quarter or month. Typically, a marketing plan includes: An overview of your
business's marketing and advertising goals. ... A description of your business's
target market and customer needs.
In order to establish tata Pravesh as the customer’s first choice, we begin by generating
awareness amongst the customers and entering into their consideration set. To do this, we
suggest implementation of:
What
Installation of Tata Pravesh Doors &
Windows in Railway & Airport
waiting lounges
Why
Increased visibility for target
audience
Help customers visualize and
connect with the product better

28. What?
Creative Out-Of-Home marketing: Hoardings
and banners placed outside malls & in public
places.
Why?
Reach the mass market customers.
Ads communicate important message of end to
end solution, lightweight & ecofriendly
product.

29. What?
Broadcast Advertising: Ads in newspapers,
Magazines like Architectural Digest & spots on TV.
Why?
Enter into customer’s consideration set for
purchase of doors/ windows.
Enforce the ideas of light weight & eco-friendly
product.

30. Process
Market Research Secondary
research
about Influencer
Marketing
practices in
Construction
Sector
Primary research
In depth Interviews with
different influencers – 13
carpenters, 15 interior
designers, 26 dealers, 21
technocrats(engineers/
architects)
Process
• Leadership effectiveness assessment: 360 degree feedback extended to middle level
officers, improvements brought about in several dimensions of managerial effectiveness.
• Communication effectiveness evaluation: survey conducted, actions taken to improve.
• COC awareness and implementation to suppliers, contractors, partners, customers.

31. Product Promotion
 Despite the fact that our aluminum door and window manufacturing company is well
located, we will still go ahead to intensify publicity for the business. We are going to
explore all available means to promote our aluminum door and window manufacturing
company. Here are the platforms we intend leveraging on to promote and advertise
Perfect Aluminum Door and Window Manufacturing.
 For Advertisement the Community based newspapers, radio and TV stations are used.
 use of word of mouth publicity from our loyal customers
 Leverage on the internet and social media platforms like; YouTube, Instagram, Facebook,
Twitter, LinkedIn, Google+ and other platforms to promote our business.
 we position our banners and billboards in strategic positions.
 We will distribute our fliers and handbills in target areas in and around our
neighborhood.
 We will advertise our aluminum door and window manufacturing company in our
official website and employ strategies that will help us pull traffic to the site

32. Host Expert Nights: with Experts from fields of Architecture & Interior Designing, who
interact with customers and give them ideas and advice about products
Discount coupons: Running special campaigns on social media, giving discounts upon
visit to stores.
Gamification of Mall Demos and Displays: an interactive game with the on-lookers,
where the winner gets discount coupons
Improving store-front design

33.  People
Organise workshops and seminars -To engage Technocrats (engineers and architects),
Design Competitions for budding architects
To compete with competitors, sponsor overseas seminars to star architects, interior
designers who bring the maximum business
Loyalty programmes for influencers-Rewarding them, loyalty points used to buy things on
sale of doors through them
Initiate formation of a Contractors’ club taking cues from Fevicol’s champions’ club, to
better engage the major influencer in this segment
Testimonials of Contractors and carpenters On the website and social Media handles
Organising Annual Dealer Functions, where the top dealers who sold maximum Tata
Pravesh are awarded; Similar functions for contractors, technocrats and interior designers
Customise Dealer loyalty programme according to the needs in different regions.

34. 7. HR plan

35. Business Structure and Hierarchy
Intention of starting an STEEL door and window manufacturing company is to build
a standard business whose products will be exported to other countries of the world.
We will ensure that we put the right structures in place that will support the kind of
growth that we have in mind while setting up the business.
We will ensure that we hire people that are qualified, honest, customer centric and
are ready to work to help us build a prosperous business that will benefit all the stake
holders. As a matter of fact, profit-sharing arrangement will be made available to all
our senior management staff and it will be based on their performance for a period
of ten years or more.

36. In view of that, we have decided to hire qualified and competent hands to occupy
the following positions;
 Chief Executive Officer (Owner)
 Factory Manager
 Human Resources and Amin Manager
 Sales and Marketing Manager
 Aluminum Doors and Windows Manufacturers
 Accountants/Cashiers
 Customer Services Executive/Front Desk Officer

37. Duties and Responsibility
Chief Executive Officer – CEO:
 Increases management’s effectiveness by recruiting, selecting, orienting, training,
coaching, counseling, and disciplining managers; communicating values, strategies,
and objectives; assigning accountabilities; planning, monitoring, and appraising job
results
 Responsible for fixing prices and signing business deals
 Accountable for providing direction for the business
 Creates, communicates, and implementing the organization’s vision, mission, and
overall direction – i.e. leading the development and implementation of the overall
organization’s strategy.
 Responsible for signing checks and documents on behalf of the company
 Evaluates the success of the organization
 Reports to the board

38. Factory Manager:
 Responsible for overseeing the smooth running of the factory
 Part of the team that determines the quantity of aluminum doors and windows and other
products that are to be produced
 Maps out strategy that will lead to efficiency amongst workers in the factory
 Responsible for training, evaluation and assessment of factory workers
 Ensures that the steady flow of raw materials to the factory and easy flow of finished
products to the market
 Ensures operation of equipment by completing preventive maintenance requirements;
calling for repairs.
 Ensures that the factory meets the expected safety and health standard at all times.
 Supervises the workforce in the factory.

39. Sales and Marketing Manager
 Manages external research and coordinate all the internal
sources of information to retain the organizations’ best
customers and attract new ones
 Identifies, prioritizes, and reaches out to new partners, and
business opportunities et al
 Identifies development opportunities; follows up on
development leads and contacts
 Responsible for supervising implementation, advocate for the
customer’s needs, and communicate with clients

40. Steel Doors and Windows Manufacturers
 Responsible for operating machines used in the manufacturing aluminum doors and
windows
 Responsible for manufacturing metal doors and screen doors, architectural and
ornamental metal work and grills, diffusers and moldings for acoustical ceiling systems
and sheet metal HVAC ducts, culverts and stove pipes et al
 Assist in loading and unloading of aluminum doors and windows, and other products
into trucks meant for delivery.

41. Accountant/Cashier:
 Responsible for preparing financial reports, budgets, and financial statements for
the organization
 Provides managements with financial analyses, development budgets, and
accounting report
 Responsible for financial forecasting and risks analysis.
 Performs cash management, general ledger accounting, and financial reporting
 Responsible for developing and managing financial systems and policies
 Responsible for administering payrolls
 Ensures compliance with taxation legislation
 Handles all financial transactions for the organization
 Serves as internal auditor for the organization

42. Client Service Executive/Front Desk Officer
 Welcomes guests and clients by greeting them in person or on the telephone;
answering or directing inquiries.
 Ensures that all contacts with clients (e-mail, walk-In center, SMS or phone) provides
the client with a personalized customer service experience of the highest level
 Through interaction with clients on the phone, uses every opportunity to build
client’s interest in the company’s products and services
 Manages administrative duties assigned by the manager in an effective and timely
manner
 Consistently stays abreast of any new information on the company’s products,
promotional campaigns etc. to ensure accurate and helpful information is supplied to
clients
 Receives parcels/documents for the company
 Distribute mails in the organization.

43. Sources of Income
 Tata steel Door and Window Manufacturing is in business to manufacture
and retail different sizes and shapes of aluminum doors and windows. Our
source of income will be the manufacturing and retailing of different sizes
and shapes of; Tata steel doors and windows (both bulletproof and regular)
Other related products such as metal doors and screen doors, architectural
and ornamental metal work and grills, diffusers and moldings for
acoustical ceiling systems and sheet metal HVAC ducts, culverts and stove
pipes et al at affordable prices.

44. 8. Financial Assessment/Plan

45. End to End costing
Cost Head 2020 2021 2022 2023
In shorts & TOI Sponsored Ads (Reaching 50L
Segmented Users)
56,00,000 67,20,000 76,16,000 80,64,000
YouTube (Reaching 50L Relevant Content Viewers) 1,40,00,000 1,61,00,000 1,81,51,000 2,08,70,000
LinkedIn (Partnering With 20 Influencers) 60,00,000 69,00,000 79,35,000 91,25,000
Cost Of User Generated Content (5% Discount
Amount)
32,00,000 37,00,000 45,00,000 56,00,000
Sanitary Shops (Total 100 Across 15 Cities in Year 1)
and increasing every subsequent year
1,40,00,000 1,54,00,000 1,69,00,000 1,86,00,000
Ultratech Partnerships (Total 400 Across 35 Cities in
Year 1) and increasing every subsequent year
2,00,00,000 2,20,00,000 2,42,00,000 2,61,00,000
Hoardings (15 Cities in Year 1 at 50 locations) 2,20,00,000 2,45,00,000 2,75,00,000 3,15,00,000
Public Space Installations (Total 100 across 4 Years) 50,00,000 65,00,000 85,00,000 1,10,00,000
Expert Talks (30 Per Year) 15,00,000 20,00,000 27,50,000 37,50,000
Internal Communications (Only Discount Cost Over
Sales)
28,00,000 41,40,000 61,00,000 85,60,000
Total Cost Per Year 9,41,00,000 10,79,60,000 12,41,52,000 14,31,69,000
Total Overall Cost INR 46,93,81,000

46. Revenue based on overall strategy:
Revenue Heads 2020 2021 2022 2023
Assumption: For Calculation of Revenue, Average Revenue Per Consumer as Rs. 40,000
Via In shorts & TOI (0.2% Conversion Rate of total Views) 8,00,00,000 9,20,00,000 10,58,00,000 12,20,00,000
Via YouTube (0.4% Conversion out of Ad Views) 16,00,00,000 17,20,00,000 19,15,00,000 22,20,00,000
Via LinkedIn (Assumed 80 Converts Per influencer Per Year) 6,40,00,000 7,40,00,000 9,00,00,000 11,20,00,000
Via User Generated Content 6,40,00,000 7,40,00,000 9,00,00,000 11,20,00,000
Sanitary Shops (100 Converts per Shop per year) 40,00,00,000 46,14,00,000 54,60,00,000 65,45,00,000
Converts Via Ultratech Partnerships (50 per shop per year) 80,00,00,000 90,52,00,000 1,04,96,00,000 1,25,64,00,000
Convert Via Hoardings (50 Converts per Hoarding Per Year) 10,00,00,000 14,15,00,000 20,56,00,000 27,15,00,000
Public Space Installations (20 Converts Per Location Per year) 2,40,00,000 4,14,00,000 6,60,00,000 8,56,00,000
Convert Via Expert Talks (5 Converts Per Talk) 60,00,000 1,00,00,000 1,52,00,000 1,90,00,000
Via Internal Communications (0.5% of Employees) 2,80,00,000 4,14,00,000 6,10,00,000 8,56,00,000
Improvement Via Change in Campaign (Siggested Via Neuroscience) 24,00,00,000 35,60,00,000 60,20,00,000 94,40,00,000
Revenue (Each Year) 1,96,60,00,000 2,36,89,00,000 3,02,27,00,000 3,88,46,00,000
Total Revenue for 4 Years INR 1124 Crores

47. 9. Management Structure

48. Name Designation
Sanjiv Paul Vice President
Saurabh Agrawal Non-Executive Director
Sudhakar Ramamoorthy Marur Chief Technology Officer
Sudhansu Pathak Vice President
A D Kothari General Manager
Aman Mehta Independent Director
Chanakya Chaudhary Vice President
Deepak Kapoor Independent Director
Dibyendu Bose Vice President
K Parvatheesam Co. Secretary & Compl. Officer
Karamveer Singh General Manager
Koushik Chatterjee Executive Director & CFO
Mallika Srinivasan Independent Director
N Chandrasekaran Chairman
O P Bhatt Independent Director
Peeyush Gupta Vice President

49. Peter Blauwhoff Independent Director
Rajan Chaudhry General Manager
Rajesh Ranjan Jha Vice President
Rajiv Kumar Vice President
Ratan N Tata Chairman Emeritus
Samita Shah Group Head
Sanjiv Paul Vice President
Saurabh Agrawal Non-Executive Director
Sudhakar Ramamoorthy Marur Chief Technology Officer
Sudhansu Pathak Vice President
Suresh Dutt Tripathi Vice President - Human Resources
T V Narendran Managing Director & CEO
Uttam Singh Vice President

50. 10. SWOT Analysis

51. Strength:
Our core strength lies in the high quality of our aluminum doors and windows, closeness to
sources of raw materials. We have a team of highly trained and experienced staff that can
produce durable aluminum doors and windows.
Weakness:
A major weakness that may count against us is the fact that we are a new aluminum door
and window manufacturing company and we don’t own our own aluminum ore like other
key players in the industry.
Opportunities:
Studies show that the largest market for industry products is the commercial construction
market, which purchases sheet metal products such as air ducts, grilles, metal moldings for
acoustical suspension ceiling systems, emergency egress doors and exits for use during
construction. Consequently, the value of private nonresidential construction is the primary
driver of industry performance. The value of private nonresidential construction is expected
to increase in 2021, representing a potential opportunity for the industry.

52. Threats:
Steel is one of the primary raw materials used in this industry, and its price can fluctuate wildly. Higher prices
damage industry profitability because companies cannot always pass on increased prices to the consumer. The
world price of steel is expected to decline in 2021. This decline and its historical volatility pose a potential threat
to the industry. So also, unfavorable government policies may also pose a threat for businesses such as ours.
1. Shifting of Consumer Mind-set
Solution: Application of Consumer Neuroscience Insights to the existing ad campaigns.
2. Reaching Consumers at the Right Time
Solution: Extensive Awareness Campaigns that includes digital, Outdoor Campaigns.
3. Influencers shifting the Consumer Mind-set
Solution: Different campaigns on the basis of geography as well as influencer type so that they promote
Door/window
4. Lack of Awareness
Solution: Leveraging the existing stores, revamping the stores, using the existing distribution networks
5. Lack of Awareness about Steel Doors especially for residential purposes