MBA Marketing-Project-Report.doc

7/27/2019 MBA Marketing-Project-Report.doc

1/71

FACTORS AFFECTING BUYING

BEHAVIOUR OF CUSTOMERS OF COLD

ROLLED STEEL STRIPS/COILS IN

LUDHIANA

A Project Report

Submitted by GURIQBAL SINGH

Reg No !"#"#$#%""&

In partial fulfillment for the award of the degree

OfMASTERS OF BUSINESS ADMINISTRATION

IN

MARKETING

At

GURU NANA' DEV ENGINEERING COLLEGE

LUDHIANA

AUGUST (""&


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11/71

PREFACE

I ee% !e%i"hte! to present my pro)e$t report on = FACTORS AFFECTING BUYING

BEHAVIOR OF CUSTOMERS OF COLD ROLLED STEEL STRIPS/COILS IN

LUDHIANA> is a matter o honor an! pri!e or me that I "ot a $han$e to un!er"o my

Summer Trainin" in a $ompany %ike HERO CYCLE Lt9' 4CR D+?+8+o*7 In this perio!

o six &eeks I "ot ami%iar to the rea% $on!itions o an or"ani-ation an! espe$ia%%y to the

&ork $u%ture o su$h a .i" an! presti"ious "roup &hi$h has its name in the manua$turin"

o T@o )2ee,er8 an! many others pro!u$ts as &e%% as C-8to1er 8er?+ce8

The irst task or me &as to kno& a.out the $on$ept on &hi$h my pro)e$t &as .ase! '

Then I ha! to set $riteria* on the .asis o &hi$h the a.o(e $on$ept &as (a%ue!' The !ata

&as $o%%e$te! or ea$h o the parameter oun! responsi.%e in in%uen$in" the pur$hase

!e$ision o the $ustomers throu"h Marketin" Resear$h 1ro"ram'

+en$e* this pro)e$t ha! to .e $omp%ete! in the Six &eeks o time' As the time &as %imite!*

so there is a possi.i%ity that some matters mi"ht not ha(e .een taken into $onsi!eration*

.ut e(ery eort has .een !one rom my si!e to in$%u!e e(ery ne$essary parameter an!

in$%u!e &ho%e inormation that I "ot rom the market !urin" sur(eys as &e%% as the

marketin" Resear$h 1ro"ram'

GURIQBAL SINGH


12/71

CERTIFICATION

This is to $ertiy that the resear$h pro)e$t entit%e! 2FACTORS AFFECTING BUYING

BEHAVIOUR OF CUSTOMERS OF COLD ROLLED STEEL STRIPS/COILS IN

LUDHIANA3 su.mitte! or the partia% u%i%%ment o re4uirement or the !e"ree o

MASTERS OF BUSINESS ADMINISTRATION at GURU NANA' DEV

ENGINEERING COLLEGE* 0u!hiana ai%iate! to PUN0AB TECHNICAL

UNIVERSITY6 0ALANDHAR is a .onai!e resear$h &ork $arrie! out .y Guri4.a%

Sin"h o M'B'A un!er my super(ision an! that no part o this has .een su.mitte! or any

!e"ree'

The assistan$e an! he%p re$ei(e! !urin" the $ourse o the in(esti"ation ha(e .een u%%y

a$kno&%e!"e!'

Mr PARAMPAL SINGH

ASSISTANT PROFESSOR

GURU NANA' DEV ENGINEERING COLLEGE

LUDHIANA


13/71

DECLARATION

I here.y !e$%are that the pro)e$t tit%e! =FACTORS AFFECTING BUYING

BEHAVIOUR OF CUSTOMERS OF COLD ROLLED STEEL STRIPS/COILS IN

LUDHIANA> is an ori"ina% pie$e o resear$h &ork $arrie! out .y me'

The inormation has .een $o%%e$te! rom "enuine # authenti$ sour$es' The &ork has .een

su.mitte! in partia% u%i%%ment o the re4uirement o Master o Business A!ministration

to G-r- N.*.5 De? E*g+*eer+*g Co,,ege L-92+.*. ai%iate! to P-*j. tec2*+c.,

-*+?er8+t3

P,.ce

D.te

S+g*.t-re

G-r+., S+*g2

MBA 4(""!


14/71

EECUTIVE SUMMARY

In the a"e o ast $han"in" Marketin" strate"ies* $ustomer .eha(ior* ne& market

se"ments an! pro!u$t opportunities a%on" &ith sensiti(ity to $han"in" $ustomer nee!s*

the +ero "roup !e(e%ops an! a!apts marketin" strate"y an! phi%osophy' As the +ero

"roup is kno&n or its $omp%ete%y $ustomer5 !ri(en approa$h' For that (ery reason +ero

,y$%es ,RD un!er"oes this pro)e$t'

The main aim o the pro)e$t is to kno& the pur$hase $riteria 6 Buyin" Beha(ior o

$ustomers o the ,o%! Ro%%e! Stee% Strips6 Sheets pro(i!e! .y the +ero ,y$%e ,'R'

Di(ision an! use! in (arious in!ustries 7Automo.i%es* Bi$y$%e et$'8 in 0u!hiana'

The $ustomer/s per$ei(e 9ua%ity as the most important a$tor &hi%e pur$hasin"' More

$ustomers &i%% .e attra$te! to&ar!s the pro!u$ts i 4ua%ity parameters su$h as sura$e

inish* pee%in" o et$' are impro(e! upon .y "ettin" $ontinuous ee!.a$k on the 4ua%ity

an! other ser(i$es pro(i!e! .y the $ompany' The se$on! most important a$tor is !e%i(ery

system an! pri$e' The pri$e shou%! .e $ompetiti(e &ith the other supp%iers' The thir!

most important a$tor is ,re!it po%i$y o the $ompany' Better $re!it a$i%ity shou%! .e

"i(en to the $ustomers an! payment norms shou%! .e simp%iie!' 9ua%ity shou%! .e use!

to $o(er the pri$e' Impro(ement in 4ua%ity* Ser(i$es* De%i(ery an! Rate re!u$tion shou%!

.e ma!e to urther in$rease the market share an! to attra$t the ne& $ustomers o ,'R'

Stee% Strips6 Sheets'


15/71

CONTENTS

CHAPTERS

CHAPTER


16/71

CHAPTER


17/71

INTRODUCTION TO THE PRO0ECT

The pro)e$t &as "i(en to me to stu!y the =FACTORS AFFECTING BUYING

BEHAVIOR OF CUSTOMERS OF COLD ROLLED STEEL STRIPS/COILS IN

LUDHIANA> So* the area o operation or me &as the MAR'ETING

DEPARTMENT o the or"ani-ation' The irst task or me &as to kno& a.out the

$on$ept on &hi$h my pro)e$t &as .ase!' Then I ha! to set $riteria* on the .asis o &hi$h

the a.o(e $on$ept &as (a%ue!' The !ata &as $o%%e$te! or ea$h o the parameter oun!

responsi.%e in in%uen$in" the .uyin" .eha(ior o the $ustomers thou"h Marketin"

Resear$h 1ro"ram'


18/71

INTRODUCTION TO CONSUMER BEHAVIOUR

The Business market is $omprise! o or"ani-ations that in some orm are in(o%(e! in the

manua$turin"* !istri.ution or support o pro!u$ts or ser(i$es so%! or other&ise pro(i!e!

to other or"ani-ations' The amount o pur$hasin" un!ertaken in the .usiness market

easi%y !&ars the tota% spen!in" .y $onsumers' Be$ause the .usiness market is so %ar"e* it

!ra&s the interest o mi%%ions o $ompanies &or%!&i!e that market ex$%usi(e%y to

.usiness $ustomers' For these marketers un!erstan!in" ho& .usinesses make pur$hase

!e$ision is $riti$a% to their or"ani-ation/s marketin" eorts' In some &ays un!erstan!in"

the .usiness market is not as $omp%i$ate! as un!erstan!in" the $onsumer market' For

examp%e* in $ertain .usiness market* pur$hase !e$ision hin"e on the out$ome o a .i!!in"

pro$ess .et&een $ompetitors oerin" simi%ar pro!u$ts an! ser(i$es' Thus un%ike

$onsumer markets* &here .ui%!in" a re$o"ni-a.%e .ran! is (ery important* or many

pur$hase situations in the .usiness market this not the $ase'

+o&e(er* in many other &ays .usiness .uyin" is mu$h more $omp%i$ate!' For instan$e*

the !eman! .y .usiness or pro!u$ts an! ser(i$es is ae$te! .y $onsumer pur$hases

7$a%%e! !eri(e! !eman!8 an! .e$ause so many or"ani-ations may ha(e a part in $reatin"

$onsumer pur$hases* a sma%% s&in" in $onsumer !eman! $an $reate .i" $han"es in

.usiness pur$hasin"' Automo.i%e pur$hases are a "oo! examp%e' I $onsumer !eman! or

$ars in$reases many $ompanies $onne$te! &ith the automo.i%e in!ustry &i%% a%so see

!eman! or their pro!u$t an! ser(i$es in$rease' Un!er these $on!ition $ompanies &i%%

rat$het up their operations to ensure !eman! is met* &hi$h in(aria.%y &i%% %ea! to ne&

pur$hases .y a %ar"e num.er o $ompanies' In a$t* it is $on$ei(a.%e that an in$rease o

)ust one or t&o per$ent or $onsumer !eman! $an in$rease .usiness !eman! or pro!u$ts

an! ser(i$es .y i(e or more per$ent' Unortunate%y* the opposite is true i !eman!

!e$%ines' Tryin" to pre!i$t these s&in"s re4uires .usinesses to not on%y un!erstan! their

imme!iate $ustomers .ut a%so the en! user* &hi$h as &e &i%% !is$uss* may .e &i%% !o&n

the supp%y $hain rom &here the .usiness operates'


19/71

)HO MA'ES UP THE BUSINESS MAR'ET

There are mi%%ions o or"ani-ations &or%!&i!e se%%in" their pro!u$ts an! ser(i$es to other

or"ani-ations' They operate in many in!ustries an! ran"e in si-e rom hu"e mu%tinationa%

$ompanies &ith thousan!s o emp%oyees to one5person sma%% .usinesses'


20/71

Manua$turin" an! 1%ant e4uipment

Inormation Te$hno%o"y

Oi$es Supp%ies

1roessiona% Business Ser(i$es* et$'

B-8+*e88 U8er M.r5et8

Besi!es se%%in" ina% pro!u$ts an! ser(i$es to supp%y $hain $ompanies* se(era% a!!itiona%

User markets a%so make pur$hases either or their o&n $onsumption or they .uy &ith the

intention o re!istri.utin" to others' In these pur$hase situations the .uyer "enera%%y !oes

not ra!i$a%%y $han"e the pro!u$t rom it/s rom &hen it &as pur$hase! rom a pro!u$ts

manua$ture'

BUSINESS MAR'ET V/S CONSUMER MAR'ET


21/71

For marketers* the se%%in" en(ironment o .usiness markets present uni4ue%y !ierent

$ir$umstan$es &hen $ompare! to se%%in" to $onsumers' At the .e"innin" o this tutoria%

&e sa& t&o &ays in &hi$h $onsumer an! .usiness markets !ier>

?8 B-8+*e88 1.r5et8 .re 1ore ,+5e,3 to e pr+ce 9r+?e* t2.* r.*9 9r+?e*6 .*9

@8 De1.*9 +* -8+*e88 1.r5et8 te*9 to e 1ore ?o,.t+,e t2.* co*8-1er 1.r5et8

+o&e(er* the t&o markets are !issimi%ar in other &ays re4uirin" marketers to take a

!ierent approa$h &hen se%%in" to .usiness $ustomers than to $onsumers' These

!ieren$es in$%u!e>

Ho@ 9ec+8+o*8 .re 1.9eE+8te*ce o; eper+e*ce9 p-rc2.8er8

T+1e *ee9e9 to 1.5e -3+*g 9ec+8+o*

S+:e o; p-rc2.8e8

N-1er o; -3er8

T3pe o; pro1ot+o*., e;;ort *ee9e9 to re.c2 -3erHo@ Dec+8+o* Are M.9e

In the $onsumer market a (ery %ar"e per$enta"e o pur$hase !e$isions are ma!e .y a

sin"%e person' There are situations in &hi$h mu%tip%e peop%e may .e in(o%(e! in a$onsumer pur$hase !e$ision* su$h as a $hi%! in%uen$in" a parent to $hoose a $ertain

.ran! o $erea% or a hus.an! an! &ie !e$i!in" to"ether to .uy a house* .ut most o the

time pur$hases are in!i(i!ua% !e$isions' The .usiness market is si"nii$ant%y !ierent'


22/71

Dec+9er De$i!er has the po&er to make the ina% pur$hase !e$ision' 7e'"'*

,'E'O8'I*;,-e*cer has the a.i%ity to ae$t &hat is or!ere! su$h as settin"or!er

spe$ii$ations 7e'"'* en"ineers* resear$hers* pro!u$t mana"er8'U8er 5 those&ho &i%% a$tua%%y use the pro!u$t &hen it is re$ei(e! 7e'"'* oi$e

sta et$8'I*+t+.tor any .uyin" $entre mem.er &ho is the irst to !eterminethat a nee!

exist'G.te5eeper anyone &ho $ontro%s a$$ess to other Buyin" ,entermem.ers

7e'"'* a!ministrati(e assistant8'

Eper+e*ce9 p-rc2.8er8

As note! in the !is$ussion o the .uyin" $enter* or"ani-ations oten emp%oy pur$hasin"

a"ents or proessiona% .uyers &hose )o. is to ne"otiate the .est !ea%s or their $ompany'

Un%ike $onsumers* &ho oten %a$k inormation &hen makin" pur$hase !e$isions*

proessiona% .uyers are "enera%%y as kno&%e!"ea.%e a.out the pro!u$t an! in!ustry as the

marketer &ho is se%%in" to them'

Dec+8+o* M.5+*g T+1e

Depen!in" on the pro!u$t* .usiness pur$hase !e$isions $an !ra" on or an extensi(eperio!' Un%ike $onsumer markets &here impu%se pur$hasin" is rampant* the num.er o

peop%e in(o%(e! in .usiness pur$hase !e$isions resu%ts in !e$isions takin" &eeks* months*

or e(en years'

L.rger p-rc2.8e8

For pro!u$ts that are re"u%ar%y use! an! re4uent%y pur$hase!* .usinesses &i%% oten .uy a

%ar"er (o%ume at one time $ompare! to $onsumer pur$hases' Be$ause o this .usiness

pur$hasers oten !eman! pri$e .reaks 7e'"'* !is$ounts8 or hi"her or!er %e(e%s'

N-1er o; B-3er8


23/71

Unite! States there are C mi%%ion househo%!s &ho may shop at a "ro$ery store* there are

on%y a e& thousan!s "ro$ery stores &ith many o these $entra%%y $ontro%%e! as part o a

$hain o stores' A!!itiona%%y* &ithin some in!ustries .uyers are hi"h%y $on$entrate! in

$ertain "eo"raphi$ areas' ,onse4uent%y* $ompare! to $onsumer pro!u$ts* marketin"

eorts are $onine! to a sma%%er tar"ete! "roup'

Pro1ot+o*., Foc-8

,ompanies &ho primari%y tar"et $onsumers oten use mass a!(ertisin" metho!s to rea$h

an oten &i!e%y !isperse! market' For .usiness5to5 .usiness marketers the si-e o

in!i(i!ua% or!ers* a%on" &ith a sma%%er num.er o .uyers* makes 1@1 $onta$t .y sa%es

representati(es a more ee$ti(e means o promotion'

BUSINESS BUYING BEHAVIOR

To $ap our !is$ussion o the .usiness market &e no& %ook at ho& pur$hasin" !e$isions

are ma!e' Business pur$hasin" o%%o&s the same i(e5step .uyin" pro$ess a$e! .y

$onsumers>

8 Nee9 Recog*+t+o*

8 Se.rc2

C8 E?.,-.te Opt+o*8

8 P-rc2.8e

8 A;ter P-rc2.8e E?.,-.t+o*'

OBE0ECTIVES OF RESEARCH

Pr+1.r3 Oject+?e


24/71

To stu!y the pur$hase $riteria o the $ustomers an! i!entiy the a$tors that in%uen$e the

,ustomer Buyin" Beha(ior in respe$t o ,o%! Ro%%e! Stee% Strips6Sheets pro(i!e! .y the

Hero C3c,e8 4CR D+?+8+o*7 use! in (arious in!ustries 7Automo.i%es* Bi$y$%e8 in

L-92+.*.

Seco*9.r3 Oject+?e8

H8 To in! the ma)or Spe$ii$ations an! Gra!es o ,o%! Ro%%e! Stee% Strips6 Sheets

use! in (arious type o in!ustries in 0u!hiana'

8 To in! out the re4uirements o (arious types o in!ustries in 0u!hiana in &hi$h

$o%! Ro%%e! 7,'R8 stee% strips6 sheets are use! as a ra& materia%'

?8 To in! out the market share o the +ero ,y$%e ,R Di(ision in 0u!hiana Re"ion'

??8 To kno& a.out the uture expansion p%ans o (arious or"ani-ations # as$ertain

their in$rease! .uyin" rom +ero ,y$%es ,R Di(ision'


25/71

CHAPTER


26/71

spirit an! enterpriseJ o a$hie(ement throu"h "rit an! !etermination* $oup%e! &ith (ision

an! meti$u%ous p%annin"'

The +ero Group .e"an &ith a simp%e phi%osophy> 2To pro?+9e ece,,e*t tr.*8port.t+o*

to t2e co11o* 1.*6 .t . pr+ce 2e co-,9 e.8+,3 .;;or9>' It is this spirit &hi$h !ri(es

+ero* e(en to!ay the !ream o pro(i!in" tota% satisa$tion in a%% its spheres o a$ti(ities'

T2e 8.g. o; HERO 8t.rte9 +* #&J' Startin" as manua$turer o .i$y$%e $omponents*

+ero has to!ay "ro&n into mu%ti5unit* mu%ti5pro!u$t* "eo"raphi$a%%y !i(ersiie!*

manua$turin" $ompanies or .i$y$%es* motor $y$%es* mini motor $y$%es* mope!s* $o%!

ro%%e! stee%s an! $omponents' The %a"ship $ompany o the "roup +ERO ,=,0ES 0TD'

entere! into the =GUINNESS BOO' OF )ORLD RECORDS> as the %ar"est .i$y$%e

manua$turers o the &or%! in ?H an! $ontinues to ho%! the en(ious re$or! e(er sin$e

then' ,urrent%y it is pro!u$in" @?C .i$y$%es per !ay'

Group Turno(er is Rs' @ ,rore in @5@H o &hi$h E1ORT share is more than

?CL' The exports are .ein" ma!e to a%% parts o the &or%! in$%u!in" sophisti$ate! markets

o Europe # US' To!ay +ero is the %ar"est exporter o t&o5&hee%ers in In!ia* .esi!es

.ein" the astest "ro&in" In!ian T&o5&hee%er ,ompany'

One o the "roup $ompanies* +ero +on!a a%so a&ar!e! as Co1p.*3 o; t2e Ye.r .y

Eco*o1+c T+1e8 +* (""& as it in$rease! its market share rom CL to CH L'The main

$omponent o a%% +ero "roup $ompanies are ,R Stee% thereore "ro&th in these

$ompanies means "ro&th in +ero ,y$%es ,R Di(ision'

The "roup has re!eine! the $on$ept o ANCILLIARISATION.y exten!in" te$hni$a%

# mana"eria% support to the an$i%%aries' ,onse4uent%y* +ERO +ONDA has mana"e! to

a$hie(e in!i"eni-ation o o(er CL 5 a +on!a re$or! &or%!&i!e'


27/71

+ero is prou! to ha(e a DEA0ER NET


28/71

p%ant &as $ommissione! in :u%y* ?? at 0u!hiana at a $ost o Rs' @ mi%%ion &ith an

insta%%e! $apa$ity o C* MT in $onsu%tation &ith ME,ON* Asia/s %ar"est en"ineerin"

$onsu%tants &hi$h ha! a te$hni$a% $o%%a.oration &ith


29/71

T2e co1p.*3 2.8 .,8o +1p,e1e*te9 SAP R/$ @+t2 t2e .88+8t.*ce o; SIEMENS

MECON

+ero ,y$%es 0imite!* ,' R' Di(ision has a%so entere! into an a"reement or te$hni$a%

assistan$e to impro(e operation # maintenan$e o the p%ant &ith the he%p o te$hno%o"y

# kno& ho& rom Ka&asaki Stee% ,orporation* :apan' Ka&asaki Stee% ,orporation &i%%

he%p ,' R' Di(ision or impro(ement o 1ro!u$tion =ie%!* remo(a% o Dee$ts* re!u$tion

o ,ustomer Returns # impro(ement o Maintenan$e Operations a"ainst $ertain

pre!etermine! Tar"ets'

Ka&asaki Stee% possesses expertise .ase! on the &ea%th # experien$e an! expertise

a$4uire! throu"h !e(e%opment* operation # maintenan$e o its o&n ,o%! Ro%%in" 1%ant in

,hi.a an! Mi-ushima


30/71

THE QUALITY POLICY OF THE COMPANY


31/71

TO

MEET

T+E ,USTOMER NEEDS*

E1RESSED AND IM10IED

B= MAINTAINING

,ONSISTEN,= IN 9UA0IT=

T+ROUG+

,ONTINUOUS U1GRADATION

OF

TE,+NO0OG= AND +UMAN ENDEA;OR

FOR

MAIMIING

T+E RETURN ON IN;ESTMENT


32/71

TO T+E STAKE +O0DERS


33/71


34/71

S)OT ANALYSIS STRENGTHS

MANAGEMENT


35/71

REGION


36/71

)EA'NESSES

INABI0IT= TO A,,OMMODATE ,USTOMERS IN URGEN,IES

INTER6 INTRA DE1ARMENTA0 ,OMMUNI,ATIONS NOT EFFE,TI;E

RE,,URAN,E OF SIMI0AR 1ROB0EM

INEFFE,TI;E IM10EMENTATION OF ,ORRE,TI;E MEASURES

DE0A= # DAMAGES DURING TRANS1ORTATION

NE< DE;E0O1MENTS* 1ER1ETUA0 DE0A=

UN1ROFITAB0E 1RODU,T MI

NARRO<


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OPPORTUNITIES

GRO


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THREATS

+UGE ID0E # ADDITIONA0 ,A1A,IT= IN E1ANSIONS IN NE< MI00'

S+IFT OF ,R MARKET TO +R* +R OI0ED AND 1I,K0ED MARKET'

EISTEN,E OF ,OM1ETITION


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P ROCESS ROUT E

Beore the exe$ution o a pro!u$tion or!ers the !etai%s o pro$ess route an! pro!u$t

spe$ii$ations are sent to the shop %oor in the orm o a sma%% re$tan"u%ar $ar!' This $ar!

a$$ompanies the $oi% throu"h out its pro$ess %ie' The !ierent &ork $enters in +ERO

,=,0ES 0t!' ,'R' Di(ision are>


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#7 HR 4Hot Ro,,e97 SLITTER

The +R ,oi% is irst sent to the +R S%itter* &here it $an .e s%it in maximum &i!ths' The

&i!ths are !e$i!e! .ase! on a$tors %ike minimi-ation o s%it %oss* or!er priority et$' This

a$ti(ity is .ein" !one manua%%y at present .y PRODUCTION PLANNING

CONTROL !epartment* .ut the optimi-ation pa$ka"e .ein" !e(e%ope! .y ME,ON &i%%

$a%$u%ate this* an! su""est the most optimum5s%ittin" pattern or the +R ,oi%' A !i"it

uni4ue $o!e is assi"ne! to the +R ,oi%* an! a suix o A* B* , an! D is a!!e! to this

num.er ater the $oi% is s%atte!' This i!entity o s%atte! $oi% is maintaine! ti%% it rea$hes the

,R s%ittin" sta"e

The 1u%% throu"h +R s%ittin" %ine $uts the rou"h e!"es o the +R $oi%s* s%ittin" it into

narro&er &i!ths' The +R S%itter has a pro!u$tion $apa$ity o @ tonnes6hr'

(7 PIC'LING

Ater the +R s%ittin"* the $oi% "oes throu"h the pro$ess o pi$k%in" that the $oi% is sent

throu"h (arious $ham.ers $ontainin" a$i!s* &hi$h remo(es the sura$e impurities' The

pi$k%in" %ine uses three a$i! tanks an! three rinse tanks' Ater the pi$k%in" operation* the

$oi% is sent or $o%! ro%%in"' As it &as mentione! a.o(e* the route* &hi$h the $oi% has to

take* is pre!etermine!* an! is !isp%aye!* on a $ar!* &hi$h a$$ompanies the $oi%' It oers

the o%%o&in" A!(anta"es>

Remo(es errous s$a%es rom the sura$e o the +R ,oi%s'

Minimum $arryo(er o $h%ori!e'

Minima% setup* hen$e more a!apta.%e to 4ui$k $han"eo(ers'

A hot air .%o&er at the en! !ries o the ex$ess &ater on the strip'


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$7 ROLLING

Ro%%in" $an .e !one either in JH+ 1+,, or +* H+ 1+,, !epen!in" upon the !esire!

thi$kness* an! a(ai%a.%e $apa$ity' The ro%%e! $oi%s ha(e to .e re&oun! to !e$rease the

tension' This $an .e !one either on @+i* +i or +i mi%%' Ro%%in" a%so %ea!s to in$rease!

har!ness* &hi$h makes the $oi%s .ritt%e'

The 5+i mi%% has automati$ "au"e $ontro%* pass s$he!u%e stora"e an! auto interme!iate

s%o& !o&n' The mi%%s "i(e %at strip shape* minimi-e! e!"e !rops an! thinner "au"es'

7 ANNEALING

Annea%in" is a pro$ess o +eatin"* Soakin" an! ,ontro%%e! $oo%in" o a ,oi% in a non5

oxi!i-in" atmosphere' This pro$ess ren!ers the strip sot an! restores the !u$ti%ity an!

orma.i%ity'

There are t&o types o annea%in">

HYDROGEN ANNEALING

NITROGEN ANNEALING

7 S'IN PASS

Ater Annea%in" the $oi% is sent or skin pass' This 1ro$ess imparts a sura$e inish or

e'"' matte* mirror et$' to the $oi%* !epen!in" on the $ustomer re4uirements' This pro$ess

$an .e $arrie! out on a%% ro%%in" mi%%s' It oers the o%%o&in" A!(anta"es>

Skin 1assin" remo(es stret$her strain or 0u!er 0ines'

It pro(i!es !esire! inishes su$h as Matt* Bri"ht on the strip sura$e'

Imparts %atness to the strip'


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J7 CR4Co,9 Ro,,e97 SLITTER

Ater the skin pass the $oi% is sent to ,R s%ittin" ma$hines' The s%it $oi%s are a"ain a%%otte!

a ne& num.er* an! the pre(ious i!entity is %ost ater this pro$ess' Other $onsi!erations

here are the inner an! outer !iameter an! num.er o $oi%s'

%7 CUT TO LENGTH

I the $ustomer re4uires strips as ina% "oo!s then the $oi%s are sent to ,ut to 0en"th

7,T08 ma$hines &hi$h $ut the $oi% in the !esire! %en"th o the strips'The %en"th $an (ary

rom mm to Cmm'

!7 PAC'ING

The ina% pro$ess is pa$kin" o $oi%s an! strips* an! su.se4uent !ispat$h' This is the

$omp%ete !es$ription o the pro$ess route' It is not ne$essary or the $oi% to "o throu"h a%%

the pro$esses mentione!' Depen!in" on the type o pro!u$t an! $ustomer/s re4uirement

some o these pro$esses $an .e skippe! or repeate!'


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P RODUCT APPLICATIONS

,o%! ro%%e! stee% strips are manua$ture! .y ,'R' Di(ision to meet a (ariety o uses'

Some o the $ommon app%i$ations are !etai%e! .e%o&


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MA0OR CUSTOMERS OF HERO CR DIVISION

?8 MARUTI UD=OG 0IMITED

?C8 ES,ORTS 0IMITED 7MSD8

?8 ES,ORTS 0IMITED 7TRA,TOR DI;ISION8

?8 ES,ORTS 0IMITED 7=AMA+A MOTOR ,=,0ES DI;ISION8

?H8 +ERO +ONDA MOTORS 0IMITED

?8 TE,+NI,O IINDUSTRIES 718 0IMITED

@8 GABRIE0 INDIA 0IMITED

@?8 GODRE: GE A110IAN,ES 0IMITED

@@8 MANDA1 INTERNATIONA0 0IMITED

@8 +ERO ,=,0ES 0IMITED

@8 0O+IA MA,+INES 0IMITED

@C8 MOON0IG+T AUTO 718 0IMITED

@8 B+UR:EE MA,+INE TOO0S

@8 S+EET ,OM1ONENTS61IONEER AUTO 7KA= :A=8

@H8 +A


45/71

H8 SET+I INDISTRIA0 ,OR1ORATION

8 R'R' AUTOMOTI;E ,OM1ONENTS

8 SD0 AUTO 1;T' 0TD' 7FOR ,AR SEAT ,OM1ONENTS8

?8 :BM TOO0S 0IMITED

@8 S+I;ANI 0O,KS 718 0IMITED

8 ;ENUS META0S6;ENUS STAM1INGS

8 ;I,TORA TOO0S

C8 OMA ENGINEERS

8 EMM KA= INDUSTRIES

8 INTERNATIONA0 E0E,TRONI, DE;I,ES 0IMITED 7IED08

H8 STEE0 TUBES OF INDIA 0IMITED

8 AUTO TE,+

C8 AUTO MA 7UNIT OF OMA AUTO 0IMITED8

C?8 +IMA,+A0 FASTENERS 0IMITED 7;ENDORS FOR

1URO0ATOR8

C@8 NATIONA0 ENGINEERING INDUSTRIES 0IMITED

C8 B10 7INDIA8 0TD'

C8 E0E,TRO0U INDIA 0IMITED

CC8 TE,UMSE+ 1RODU,TS INDIA 0IMITED

C8 BA:A: TEM1O 0IMITED

C8 BA:A: AUTO 7AN,I00ARIES8

CH8 INDI,A 7AN,I00ARIES8

C8 TE,+ AUTO 0IMITED


46/71

8 DAE


47/71

CHAPTER


48/71

The Resear$h Desi"n is the .asi$ rame&ork* &hi$h pro(i!es the .asi$ "ui!e%ines or the

Resear$h pro$ess' It is a .%ue print a$$or!in" to &hi$h resear$h is to .e $on!u$te!' For

$arryin" out my resear$h &ork* I $arrie! out sur(ey an! respon!ents &ere $onta$te! at

their p%a$es' The primary !ata is $o%%e$te! &ith the he%p o 9uestionnaire'

S-r?e3 Met2o9

The Sur(ey Metho! &as se%e$te! to o.tain the nee!e! inormation .y askin" the

4uestions to the respon!ents throu"h the 9uestionnaire !e(e%ope!* an! passe! .y our

+OD Marketin"' As per Marketin" Department this metho! &as the suita.%e or the

pro)e$t' Sur(eys are "enera%%y $on!u$te! .oth in 4ua%itati(e an! 4uantitati(e resear$hes'

Ater !e$ision a.out the samp%in"* the 4uestionnaire &as !esi"ne! an! the respon!ents

&ere $onta$te! to ans&er the 4uestion' This pro$ess o "ettin" ans&er is kno&n as

inter(ie&in"'

T&o si"nii$ant a$tors ae$t the ee$ti(eness o sur(ey metho!s are>

?8


49/71

Per8o*., I*ter?+e@

1ersona% inter(ie& is the pro$ess o $ommuni$ation &here a$e to a$e $onta$t .et&een

the in(esti"ator an! the respon!ent is esta.%ishe!' It is the $on(ersation arran"e! or the

purpose o o.tainin" (ie&s o the respon!ent on the topi$ o interest to the inter(ie&er'Un!er this metho! the in(esti"ator presents the 4uestionnaire in person at oi$e o the

respon!ent' Bein" a$ti(e parti$ipant* he esta.%ishes a $%ose rapport &ith the respon!ent

an! moti(ates him or her to ans&er a%% the 4uestion satisa$tory'

S.1p,e8

Sin$e I ha(e to make a sur(ey o (arious type o in!ustries in 0u!hiana &hi$h are usin"

,o%! Ro%%e! 7,'R'8 Stee% Strips6Sheets* thus I ha(e taken a proper samp%e in proportion o

(arious in!ustries "i(in" !ue &ei"ht a"e to num.er o (arious type o in!ustries usin"

,'R'Stee% Strips6Sheets in 0u!hiana'

NUMBER OF AUTOMOBILE INDUSTRY (%

NUMBER OF BICYCLE INDUSTRY (#

NUMBER OF OTHER INDUSTRY #(

SUGGESTIONS RECOMMENDATIONS


50/71

The $ustomers o ,R Stee% Strips6,oi%s per$ei(e 4ua%ity as the most important a$tor

&hi%e pur$hasin"' More $ustomers &i%% .e attra$te! to&ar!s the pro!u$ts i 4ua%ity

parameters su$h as sura$e inish* pee%in" o et$' are impro(e! upon .y "ettin"

$ontinuous ee!.a$k on the 4ua%ity an! other ser(i$es pro(i!e! .y the $ompany'

The se$on! most important a$tor is !e%i(ery system an! pri$e' The pri$e shou%! .e

$ompetiti(e &ith the other supp%iers' The thir! most important a$tor is ,re!it po%i$y o

the $ompany' Better $re!it a$i%ity shou%! .e "i(en to the $ustomers an! payment norms

shou%! .e simp%iie!' 9ua%ity shou%! .e use! to $o(er the pri$e' Impro(ement in 4ua%ity*

Ser(i$es* De%i(ery an! Rate re!u$tion shou%! .e ma!e to urther in$rease the market

share an! to attra$t the ne& $ustomers o ,'R' Stee% Strips6 Sheets' There are some

Su""estions* &hi$h shou%! .e $onsi!ere! in the uture or .etter $ustomer satisa$tion'

These are

Documents

MBA Marketing-Project-Report.doc