ACKNOWLEDGEMENT

I express my deep sense of gratitude to Mr.Soumyaprakash Bala

(faculty marketing) TAT, BBSR my project coordinator for extending me
the necessary permission to complete the project work in Rourkela Steel
Plant.

I am thankful to Mr. R. Panda,

Panda Jr. Manager (Marketing) RSP, my
external guide who has guided me throughout the project in order to
complete the project smoothly. I had a good experience of working with
him as he had tried his best in providing every possible information
regarding the project. His support and valuable information had made this
project much effective and simpler.

I would like to pay my gratitude to Rourkela Steel Plant (SAIL),

which had given me opportunities to undergo the summer training
programme in its Marketing Department, RSP.

Finally I wish to express my thanks to all of my trainee mates, friends

and my family members for their kind co-operation in this project.

BISWAJIT SAHOO
REGD.NO :-0806289033
MBA
TRIDENT ACADEMY OF TECHNOLOGY
BHUBANESWAR
 DECLARATION

I, hereby declare that this project report entitled “MARKETING

STRATEGY OF RSP” with special reference to marketing of secondary
steel products of Rourkela Steel Plant, SAIL, Rourkela is the result of my
own efforts in the plant training which I have undergone as a part of the
curriculum in “MASTER OF BUSINESS ADMINISTRATION (MBA)”, in
“TRIDENT ACADEMY OF TECHNOLOGY”. I had undergone my
summer training under the guidance of Mr. Soumyaprakash Bala

I thereby declare that I have fulfilled all the provisions of industry

training in Rourkela Steel Plant (RSP) and based on the training I had
acquainted my self to the best in the knowledge of marketing of the
secondary steel products of RSP. This project report has not been submitted
to any other Institute/ University for the award of any degree or diploma.

BISWAJIT SAHOO
REGD.NO :-0806289033
MBA
TRIDENT ACADEMY OF TECHNOLOGY
BHUBANESWAR
 DETAILS OF PROJECT

NAME:

NAME OF THE ORGANIZATION:

AREA OF PROJECTP:

DURATION OF PROJECT:

NAME OF THE REPORTING AUTHORITY:

OF THE ORGANIZATION:

GUIDE OF THE INSTITUTE:

SUBMISSION DATE:
 INTRODUCTION

What is an organization?

An organization is a consciously coordinated to social entity with a

relatively identifiable bounder that functions on a relatively continuous basis
to achieve a common goal or set of goals.

Organizations are a dominant component of contemporary society and they

surround us .They are not being objects .Thus the careful analysis of
organization is a serious and important matter.

It is not just a academic exercise .Organizations are continuously analyzed

from a variety of prospective.

Organization structures
Organization structure defines how task to be allocated, who reports to whom,
and the formal coordinating mechanisms and interaction patterns that will be
followed.

Organization structures are becoming increasingly short lived and unstable.

The classical organization structures of the 1920’s 1930’s stood for decades
without needing more than an occasional touching up. Today however a
company no sooner finishes a major job of reorganizing itself than it starts all
over again.

The right organization structure is not performance itself, but rather a

prerequisite of performance .The wrong structure is indeed a guarantee of
non-performance; it produces friction and frustration, puts the spot light on the
wrong issue and makes mountains out of trivia .But perfect organization is like
perfect health .Some years ago many managers yet to learn that organization
design and organization structure deserves attention, thinking and hard
work .But today everyone accepts this .Indeed organization studies have
been one of true “growth industries” of the past few years .
 Why study organization?
It is therefore very essential that every student of MBA carries out internship
study and detailed analysis of an organization. This study will help the student
to have a clear knowledge of what is an organization and what are the major
factors that lead to structuring of the organization and how a good
organization structure will enable in achieving the objectives effectively.

SIGNIFICANCE OF THE STUDY

The significance of the study on marketing management lies in

finding the advantages in the present practices of marketing and
difference with the past practices of marketing by the marketing
department of Rourkela Steel Plant.

METHODOLOGY

The present study in an organizational level study carried on continuously

for a period of five weeks in Rourkela Steel Plant. The study is based on the
study of “Online Forward Auction” of RSP.

OBJECTIVES OF THE STUDY

The study is undertaken for submission for partial fulfillment of the

requirement for the Marketing Management in Online Forward Auction.
Besides the academic requirement, the other objectives of the study are
1. To find out if the marketing interventions been practiced for the
development of the organization.
2. To find out if the same interventions were genuinely applied or
not.
3. To study if the interventions brought development to the
organization.
4. To study if growth rates achieved and development taken place
sustained its position.

SOURCES OF DATA
In this study data were collected from secondary sources of data
collection.
Secondary data was collected from the official records, journals
published books, manual and through internet.
 STEEL AUTHORITY OF INDIA LIMITED

Steel Authority of India Limited (SAIL) only the name is sufficient

gives a brief idea about the Organization. As we know Mr. Jamshedji Tata

sowed the seeds of modern steel industry in 1907. When Tata Iron & Steel

Company Ltd (TISCO) was established. In the year 1939 production of steel

started in another private steel company called the Indian Iron and Steel

Company, now a subsidiary of the Steel Authority of India. After the

independence (SAIL) Steel Authority of India Limited became a major

player of steel and iron and a major supplier to all the fields.

Steel Authority of India Limited (SAIL) is the leading steel-making

company in India. It is a fully integrated iron and steel maker, producing
both basic and special steels for domestic construction, engineering, power,
railway, automotive and defense industries and for sale in export markets.
SAIL owns and operates eight manufacturing plants – five integrated steel
plants at Bhilai ,Durgapur ,Rourkela ,Bokaro and Burnpur producing carbon
steels, and three special steel plants at Salem,Durgapur and Bhadravati,
SAIL’s subsidiary at Chandrapur is a bulk producer of Ferro-alloys.
Ranked amongst the top ten public sector companies in India in terms of
turnover, SAIL manufactures and sells a broad range of steel products,
including hot and cold rolled sheets and coils, galvanized sheets, electrical
sheets, structural, railway products, plates, bars and rods, stainless steel and
other alloy steels. . SAIL produces iron and steel at five integrated plants and
three special steel plants, located principally in the eastern and central
regions of India and situated close to domestic sources of raw materials,
including the Company's iron ore, limestone and dolomite mines.
SAIL has a well equipped Research and Development Center for Iron and
Steel (RDCIS) at Ranchi, which helps to produce quality steel and develop
new technologies for the steel industry. Besides, SAIL has its own in-house
Center for Engineering and Technology (CET), Management Training
Institute (MTI) and Safety Organization at Ranchi. Our captive mines are
under the control of the Raw Materials Division in Calcutta. The
Environment Management Division and Growth Division of SAIL operate
from their headquarters in Calcutta. Almost all our plants and major units are
ISO Certified.
With the capacity of 12 million tones (MT) of crude steel, the Steel
Authority of India Limited (SAIL) is India’s largest and among the leading
steel producers in the world with a turnover of over Rs 32,280 Crores.

Going beyond steel production, SAIL has formed several joint ventures in
different areas ranging from power plants to e-commerce. Three are with
NTPC and DVC for taking care of steel plants captive power requirements,
one with USX engineers and consultants, a subsidiary of US steel
corporation, for prompting IT in steel sector, and one with Bansal
mechanicals works for a service center at Bokaro. SAIL and TATA steel
have also jointly set up metaljunction.com Pvt. Ltd, company managing e-
commerce activities in steel and related areas.
The SAIL corporate office in New Delhi manages and overseas these vast
business.

JOINT VENTURES

SAIL has promoted joint ventures in different areas ranging from power
plants to e-commerce. The important joint ventures of the company are;

♦ NTPC SAIL Power Company Pvt. Ltd

Set up in March 2001, this 50:50 joint venture between SAIL and the
National Thermal Power Corporation (NTPC) operates and manages the
Captive Power Plants-II of the Durgapur and Rourkela Steel Plants which
have a combined capacity of 240 MW.

UEC SAIL Information Technology Limited

This 40:60 joint venture between SAIL and USX Engineers & Consultants, a
subsidiary of the US Steel Corporation, promotes information technology in
the steel sector.

♦ Bokaro Power Supply Company Pvt.

Limited

This 50:50 joint venture between SAIL and the Damodar Valley
Corporation formed in January 2002 is managing the 302-MW
power generation and 1880 tones per hour steam generation
facilities at Bokaro Steel Plant. BPSCL is currently expanding its
capacity by installing 2x250 MW coal based thermal unit at
Bokaro.

Mjunction Services Limited

A joint venture between SAIL and Tata Steel on 50:50 bases, this
company promotes e-commerce activities in steel and related
areas. A new added service includes E-Assets sales, Events &
Conferences, Coal Sales & Logistics, and Publications etc.
♦ SAIL-Bansal Service Center Ltd.

SAIL has formed a joint venture with BMW industries Ltd. on

40:60 bases to promote a service centre at Bokaro with the
objective of adding value to steel.
 ♦ Bhilai JP Cement Ltd

SAIL has also incorporated a joint venture company with M/s

Jaiprakash Associates Ltd to set up a 2.2 MT cement plant at
Bhilai. Likely to commence operations by March'2010.

♦ Bokaro JP Cement Ltd

SAIL has also incorporated a joint venture company with M/s

Jaiprakash Associates Ltd to set up a 2.1 MT cement plant at
Bokaro. Likely to commence operations by October'2010.

♦ SAIL&MOIL Ferro Alloys (Pvt.) Limited

SAIL has incorporated a joint venture company with M/s

Manganese Ore (India) Ltd to set up Ferro-manganese and silico-
manganese plants at Nandini / Bhilai, of 1.0 lakh tonne capacity.

MAJOR UNITS OF SAIL

STEEL PLANTS LOCATION

 Bhilai steel Plant Bhilai, Chhattisgarh.
 Bokaro Steel Plant Bokaro, Jharkhand
 Durgapur Steel Plant Durgapur,West Bengal
 Rourkela Steel Plant Rourkela , Orissa
 IISCO Steel Plant West Bengal
SPECIAL STEEL PLANTS
 Alloy Steel Plant Durgapur, West Bengal.
 Salem Steel Plant Salem, TamilNadu.
 Visvesvaraya Iron & Steel Ltd Bhadravati, Karnataka.

CENTRAL MARKETING ORGANIZATION

(CMO)
All SAIL ‘s products except alloy, special steels and stainless steels are
marketed directly by CMO through units in co-ordination with rail, roads
and shipping sector to ensure quality and promote dispatch of products. The
main functions of CMO are as follows.

Marketing of Steel products and fertilizers.

 Production planning and dispatch co-ordination with plants.

 Export of steel.
 Import of coal and other consumables.
 Market research.
 Information System.

SAIL IRON ORE MINES PROFILE

Mines State Capacity

(MTPY)
Kiribru Jharkhand 4.25
Meghahatuburu Jharkhand 4.30
Bolani Orissa 4.20
Barsua Orissa 2.01
Kalta Orissa 1.10
Chiria Jharkhand 0.7