Customer care on distribution on KSRM

1. DEPARTMENT OF BUSINESS ADMINISTRATION
INTERNATIONAL ISLAMIC UNIVERSITY CHITTAGONG
Internship Report
on
Customer Care on Distribution
-A Study on KSRM

2. Supervised By Submitted By
Mr.A.M. Shahabuddin
Associate Professor
Department of Business Administration
International Islamic University Chittagong
MOHAMMAD IDRIS
ID:M152204
Major-Marketing
Department of Business Administration
International Islamic University Chittagong

3. Introduction
 Marketing research is very important to find out the real
position, competitive advantages, strengths, weaknesses
and market position of a company. The subject KSRM is a
steel manufacturing organization belonging to Kabir
Group of Industries. Since its inception in 1984, KSRM
has been driven to earn the trust and respect of the public
by focusing on consistent quality, accurate weight and
timely deliveries and producing world-class deformed
bars. KSRM is meeting the increasing demands of the
country head-on by producing and supplying international
grade deformed bars emblazoned with the KSRM seal of
quality.

4. Objectives of the Study

 The research objectives are broken down in to broad and specific
objectives which are enumerated below:
 Broad Objective
 The board objective of the study is to assess the Customer Care on
Distribution- A study on KSRM Ltd. This has been broken into
following specific objectives.
 Specific Objectives
 To Know about the KSRM Ltd.
 To Discussed about the customer care.
 To Analysis the customer care on distribution of KSRM Ltd.
 To develop some recommendations for the further improvement of
marketing strategy for customer care of KSRM Ltd.

5. Methodology of this report
 For accessibility and availability of information I have chosen to work on the Customer care
on distribution study on KSRM Ltd. . As the company operates in the market with a huge
number of products in different industries, I have decided to focus on one of their world
wide successful strategy on providing data. Most of the information used in this report is
from secondary sources. The main source of information was the KSRM website. In addition
information will be collected from focus group discussion, depth interview and survey.
 Primary Sources:
 Face to face conversation with the KSRM’s people
 Customer opinion collection through survey.
 Collection of data related with Customer satisfaction through survey.
 Miscellaneous Book Reading.
 Secondary Sources:
 Annual Reports of KSRM
 Various types of Website
 Different research report.
 Different Newspapers, Articles, Journals and Publication.


6. Overview of the Company
 KSRM is a steel manufacturing organization belonging to
Kabir Group of Industries. Since its inception in 1984, KSRM
has been driven to earn the trust and respect of the public by
focusing on consistent quality, accurate weight and timely
deliveries and producing world-class deformed bars. KSRM is
meeting the increasing demands of the country head-on by
producing and supplying international grade deformed bars
emblazoned with the KSRM seal of quality. These bars are
produced using Europe’s cutting edge POMINI technology and
completely automatic rolling mill. One of the largest rolling
mills in Bangladesh; this state-of-the-art facility has the ability
to produce 4 lac metric tons a year.

7. Vision and Mission of KSRM
 Vision of KSRM:
 Being the best in providing quality products. Employee
development for effective use of time and resources and adoption of
best technology. Ensure maximum return on investment through
appropriate strategic planning and judicious use of resources.
 Mission of KSRM:
 The mission is the ways by which the company wants to achieve the
long term vision. KSRM’s missions to achieve their vision are as
follows –
 To make the life of the people secure and safe by supplying steel
rods with more strength, more tolerant to the earthquakes, etc. For
doing so KSRM has trying to upgrade their all of the plants with
upgraded international technology for manufacturing quality steel
rods for uprising buildings.

8. Products of KSRM

9. Marketing & Sales Department

10. Market Competitors of KSRM 500W
 Chittagong, Bangladesh.
 Rahim Steel Mills Co. (Pvt.) Ltd.
 Dhaka, Bangladesh.
 Ratanpur Steel Re-Rolling Mills(RSRM) Ltd.
 Chittagong, Bangladesh.
 Seema Automatic Steel Re-Rolling Mills (SARM) Ltd.
 Chittagong, Bangladesh.
 Baizid Steel Mills Ltd.
 Chittagong, Bangladesh.
 Islam Steel Mills Ltd.
 Chittagong, Bangladesh.
 Basundhara Steel Complex Ltd.
 Dhaka, Bangladesh.
 Abul Khair Steel Mills Ltd.
 Chittagong, Bangladesh.
 GPH Ispat Ltd.
 Chittagong, Bangladesh.
 Ananda Metal Engineering
 Dhaka, Bangladesh.

11. Customer Care on Distribution By KSRM
 Customer service is the provision of service to customers
before, during and after a purchase. The perception of
success of such interactions is dependent on employees
"who can adjust themselves to the personality of the
guest". Customer service concerns the priority an
organization assigns to customer service relative to
components such as product innovation and pricing. In
this sense, an organization that values good customer
service may spend more money in training employees
than the average organization or may proactively
interview customers for feedback.

12. Orders & Supply Through Local Offices :

13. Internal Order Receiving & Follow Up Procedure:

14. Selecting Effective Promotional Tools:

15. Problems Associated With Customer Care on KSRM
 KSRM faces skill shortage for their new plant KSRM
Steels Ltd. We can find out following problems to fulfil
their skilled employee shortage:
 As the mill is of upgraded with state-of-the-art high
technology, local employee & labourers are not skilled with
such sophisticated technology.
 KSRM prefer foreign skilled employees rather than the local
employees. Huge investment is required to train a local
employee. But KSRM is unwilling to train them as the
migration rate of local employee is very high in the industry.
 Foreign expert of KSRM mills are not willing to train local
peoples as there is a fear of to be jobless.
 To educate about new technology infrastructure development
is required but KSRM has no such facilities at this time.

16. Suggestion/Recommendation for Solving the Problems
 The following action plans may be recommended for the successful
development, promotion and profitable sales of the KSRM 500W:
 To fill up the skill shortage of KSRM, they can appoint fresher and develop
them at their mills by giving them in house training by the foreign experts.
They can impose some bindings of leaving the company at the time of
appointment. Then the migration habit will decrease among the employees.
 To attract the appropriate persons from the steel rod industry KSRM can offer
them handsome salary and other fringe benefits, so that people will be very
much interested to join KSRM
 KSRM should build up backward linkage industries for their raw materials-
billets. If they can build another two billet manufacturing industry then their
import dependency will be decreased at large. It is hopeful that KSRM already
established their new billets manufacturing plants in the name of KSRM Iron &
Steel Co. Ltd. at Nasirabad I/A, Chittagong with the investment of Tk.350.00
crore to manufacture 25000 M/Tons of billets per month. The plant will go for
production within 15th March, 2010.

17. Conclusion

 The issues discussed above regarding the total marketing
procedures of “KSRM 500W” is a systematic process
which can help other company in the industry in gaining
competitive edge over its rivals. The strategies and action
plans that have been recommended marketing mix
elements are properly followed, they may help in the
sustainable development of the concerned companies of
Bangladesh.

18. THANK YOU