INTRODUCTION Current global scenario for steel and steel related product especially wires rope is very competitive.

This competition is mainly because of the emergence of many players in the world map with the process of liberalization and globalization in the crucial stage. The wire and wire rope industry has witness a tough time. Today the Govt policy of the western countries like USA and Europe are including toward the protection of the industry by imposing high import duties and anti dumping laws. So these situation refer that if a company has a proven track record and consistency in quality it can sustain these condition in the present market of steel wire and wire rope. UML has around has around 2% market share world over, however in domestic market it has 80% market share. Even in this adverse condition UML has maintained no. one position in India and ranked no. 4 in the worldwide after Kiss wire of Korea, British rope of UK, haggie band of south Africa manufacture of steel wire and wire ropes. Recently UML has home with a charge name and logo. The selection of the new logo is especially to make it simpler, brighter and easier to remember so that the logo with the name Usha Martin, become popular brand and extremely visible in the market place. In fact UML is visually a global brand name in the wire rope.

PRESENT STATUS Currently the Rs 1400 cr Usha Martin is the world 2 nd largest wire rope maker with a capacity of about 70000 tone per annum Kiss wire Korea is the largest player with a capacity of 90000 Tones while bridon, UK slipped to third slot with a capacity of 65000 after it shut down one of its units. Haggie of South Africa is the forth-largest wire and wire rope maker in the world. UML control wholly owned Distribution Company like the London based Usha martin UK, Copenhagen based UM Scandinavia, UM America and Umicore South Africa. UML rigging and service business is carries out through UM Europe and European Marine market company the later having operation in Aberdeen, Baken and All free trade zone in the UAE Burton Shaw middle east FZE. International businesses are also carried out through the recently floated 100% distribution subsidiary of UML. Usha Martin Singapore and manufacture subsidiaries like Burton Shaw UK and Usha Siam, Thailand. In India UML has also signed up a 51:49 joint venture with Guston wolf of Germany Gustavo wolf India to manufacture specially wire ropes at its Ranchi unit. At present the group has three principal manufacturing divisions of wire and wire rope steel and cables.

A BRIEF HISTORY
2

1960 The Company was incorporated as Usha Martin Black (Wire Ropes) Limited having its wire rope plant at Ranchi. The name was changed to Usha Martin Black Ltd. in 1979 and further changed to Usha Martin Industries Ltd.(UMIL) in 1983 . 1965 UMIL promoted Usha Ismal Ltd. (UIL) in collaboration with CCL Systems Ltd of UK for the manufacture of fittings and accessories, equipment for pre-stressed concrete system, wire ropes and wire ropes splicing equipment at Ranchi. UIL merged with UMIL in 1990 and became a division of the company 1971 UMIL promoted Usha Alloy Steels Limited (UASL) for the manufacture of billets at Jamshedpur. UASL merged with UMIL in 1988. 1975 UASL acquired an ongoing rolling mill at Agra. 1975 UMIL set up its Machinery Division at Bangalore for the manufacture of Wire Drawing and allied machines in technical collaboration with Marshall Richards Barcro Limited (MRB) of UK. 1979 In order to obtain steady supply of wire rods for its wire rope plant, UASL set up a Wire Rod Rolling Mill at Jamshedpur.

1987 UMIL, along with Bihar State Electronics Development Corporation, promoted Usha Beltron Ltd. (UBL) in collaboration with AEG KABEL of Germany for the manufacture of Jelly Filled Telephone Cables. 1997 UMIL merged with UBL w.e.f 1st October 1997. 2000 in 2000 Commissioning of 25 MW thermal power plant for captive consumption. 2001 Commissioning of 2nd SMS to enhance capacity and produce quality specialty steel. 2003 Usha Beltron Ltd Changed its name to Usha Martin Limited ( UML). UML created Fine Cord Plasticated coated Fine wires, household wire, Polymer coated wire, Fine Ropes & Bright Bars manufacturing facilities in Tatisilwai- Ranchi. Acquisition of specialty wire rope manufacturing plant UK BruntonShaw.

Company Profile
UML is the 2nd largest wire and rope manufacturer in the world and has the largest variety in South East Asia. It is multi product, diversified engineering conglomerate with 10 production units in India,1 in Thailand,1 in UK and 1 in Dubai. It is saving valuable foreign exchange by exporting by exporting its products to 42 countries like USA, Africa and Middle East, conforming to the strictest product quality standards. It got the ISO 9000 Certification by BVQI in 1994. ICICI (BCB) did the business process re-engineering in 1996 and line system was set up to enhance performance. With the modern concepts like TPM, value engineering, QC, suggestions scheme, customer satisfaction and human resource development, UML is trying to reach unparalleled heights. UML is serving through a leading daily Prabhat Khabar, Krishi Gram Vikas Kendra, Usha Martin Technical Institute.

Evolution of The Company

Mr. B.K. Jhawar, the Chairman, established Usha Martin Limited in 1960 with the Wire Ropes Plant, Ranchi. The firm was initially called Usha Martin Black as it started with collaboration between M/S Martin Black, Scotland and Usha Automobile & Engineering Pvt. Ltd., Calcutta in 1960. In 1965, it backed Usha Ismal Ltd to manufacture rope accessories & splicing equipments and merged with it in 1990. In 1969, it backed Usha Breco Ltd. To design, construct and erect Aerial Ropeways. In 1971, it backed Usha Alloys & Steel Ltd. To produce steel billets as backward integration and merged with it in 1988. The collaboration with Martin Black broke up in 1975 and the company was hence called Usha Martin Industries. The company set up an electrical furnace steel plant at Jamshedpur in 1973, followed by a rod mill in 1976. In 1980, it promoted Usha Siam Steel Industries Ltd, Thailand to produce wire, wire ropes & auto control cables. It set special products division to produce HiTech Wire Cables. In 1986, UML promoted Usha Beltron Ltd. Ranchi in alliance with AEG Cable of Germany and Bihar State

Electronics Corporation to telecommunication cables.

produce

jelly

filled

In 1994, it set up Software Division to provide IT Solution for communication application and Usha Martin Ltd, a distribution center at Glasgow, UK. Usha Martin Ltd. Merged with Usha Beltron Group in 1999 and was renamed as Wire and Wire Rope Division within which following six companies are included: JFTC-Ranchi, Wire And Wire Rope Division - Ranchi, Usha Ismal Division Ranchi, Usha Alloys & Steel Jamshedpur, Usha Machinery Division Bangalore and Rod-Mill Division Agra.

Steel Division
A backward integration initiative, the Usha Alloys & Steels Division (UASD) at Jamshedpur is one of the largest amongst secondary steel manufacturers of specialty steel long products in India. With ISO 9002 certified facilities, UASD has pioneered the unique process of steel making through mini blast furnacearc furnace route, which ensures superior quality of steel at a lower cost. UASD serves a range of industries like automobile, general engineering, fasteners, railways, defense and power.

Machinery Division

This ISO 9001 unit was set up in 1974 at Bangalore to manufacture Wire Drawing and allied machines. Over the years, the division has added a wide range of Wire, Wire Rope and Cable machinery to its product range and is now the leader in this field in India. The division started with technical collaboration with M/s Marshall Richards Barcro of UK and subsequently has collaborated with internationally reputed firms like De-Angeli Industries SPA, Italy, Stolberger Maschinenfabrik, Germany, Hi-Draw Machinery Ltd, UK and Redaelli Techna Meccanica, Italy. A facility in Ranchi has also been created for manufacturing machines required for Wire Drawing and Stranding Applications.

Usha Ismal Division

8

This unit, having manufacturing unit in Ranchi (Eastern India), is the leader in the field of pre-stressing equipment & accessories and also executes pre-stressing job on turnkey basis. Besides, it provides services for jointing of reinforcement bars by mechanical splicing. All major civil contractors of National Highway Authority of India, Indian Railways, and PWD are regular users of these products and services. It also offers hydraulic presses & accessories for manufacturing mechanically spliced wire rope slings, machines for proof load testing of wire rope slings, and dieless hand operated hydraulic crimping tools. These products find wide application with Steel Plants, Port Trusts, Oil Sector, Heavy Engineering Industry, Electricity Boards, Electrical Contractors, Factories etc..

Cables Division Under UM Cables

The Cable Division of Usha Martin Limited has emerged as a leading manufacturer of jelly-filled underground & fiber optic telecommunication cables in India. The sophisticated manufacturing facilities are located in Silbasa. The company integrates technology from KABEL RHEYDT (formerly AEG KABLE), GERMANY, a member of Alcatel Group - is rated as one of the most efficient plants in the country and a benchmark in the industry. The Plant includes computer controlled critical equipments, imported from International Leaders in cable technology.

Wire and Wire Ropes Division

Introduction The ISO 9001-certified 100,000 MT / annum-manufacturing facilities at Ranchi (Eastern India) is 2 nd largest producer of ropes in the world. Since its inception, the division has continuously developed and expanded its range of product offerings and is considered a pioneer in certain classes of products in India. Steel wire ropes manufactured by the division find wide applications in oil exploration, mining, elevators, Crane, fishing, construction, load transportation and general engineering sectors. It finds varied use in different parts of the world known for theyre excellent quality, long life and low maintenance, and are the preferred choice of customers across nations. Ropes, ranging from 2 mm to 100 mm diameter find varied applications. The wide ranges of products are used in underground mining, surface mining, mooring, onshore and offshore drilling, fishing, elevators, cranes, aerial haulage and track installations besides various general engineering applications. Pre-stretched ropes, locked coil wire ropes and spiral strands made in Usha Martin are used in suspension bridges, antenna masts etc. Backed by a strong international distribution network our ropes have found a place in different corners of the world.

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Process flow chart:

WIRE ROD

PATENTING

SURFACE TREATMENT

DRAWING

STRANDING

GALVANISING

CLOSING

WIRE ROD

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OTHER PARTICULARS

Location Plant Area Nearest Town Nearest Airport Nearest Highway Nearest Port Power Water Sources

Chotanagpur Plateau . 112 Acres . Ranchi (13 Km) . Ranchi (17 Km) . N H-33 (8 Km) . Kolkata (412 km) Contracted demand 8000 KVA Source-JSEB 2400-3200 m3/day Subernekha River

Nearest Railway Station Tatisilwai (1 Km)

USHA MARTIN GROUP OF COMPANIES

12

Being a parent company Usha martin group has a number of sister concern all over India and the world. The number of concerns and its products are as follows:

Sl no. 1 2

Name of industries Usha Martin industries SPCD

Product name Wire, ropes wire

Bright bar, conveyor cord wire Alloy steel division, Wire drawing and rope making machine Wire rod Ropeway project Alloy News paper research R&D Cellular service

3 4

UML special steel ltd. UML machinery bangalore.

5 6 7 8 9 10

Usha alloy steel division JSR Usha Breco ltd. USSL, Agra Prabhat khabar Usha scientific institute

Usha martin telecom ltd

13

11 12 13 14

Usha martin Europe ltd. Usha martin America ltd Usha martin Scandinavia ltd Usha martin S. Africa ltd

Wire and wire rope Do Do Do

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VARIOUS PRODUCTS OF UML AND ITS APPILICATION

PROODUCT RANGE BALL BEARING NEEDLE WIRE STEEL SPRING WIRE CYCLE SPOKE WIRE

APPILICATION BEARING INDUSTRY NEEDLE INDUSTRY CYCLE SPRING CYCLE INDUSTRY

LOW CARBON AND HIGH VARIOUS INDUSTRY WIRE MOTOR WIRE CYCLE SPOKE MOTOR BIKE INDUSTRY STAPLE WIRE

STAPLE PIN WIRE

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FINISHED PRODUCTS

16

Fine Cord
Usha Martin, extended vast experience in rope making technology towards manufacturing of Fine Cords. Usha Martin Fine Cords find application as the inner element for the Automotive Control Cables and also in boring applications and as Pull Cord cables for lying of Television cables. Size Range The size range for overall diameter of finished cords is 1.20mm to 6.00mm. Construction We can provide fine cords in the following constructions:

7x7 7/19 1/7 1/19

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Low Relaxation Prestressed Concrete (LRPC) Strands

In keeping with the demands of the international market, we have introduced Low Relaxation Prestressed Concrete (LRPC) Strands for the construction industry in 2001. A steel member that is prestressed and embedded in concrete, loses the initially applied stress exponentially with the passage of time. The single most important factor attributing to this loss in stress relaxation property of the steel itself. By treating the steel through a thermo mechanical process known as stabilizing, the propensity of the steel to "relax under a stressed condition is controlled to a great extent. Some of the main advantages that our customers derive by using low relaxation strands are listed below

Upto

10%

reduction

in

steel

requirement

possible

Saving in number of anchorages, ducts, sheathings, wedges and labors resulting in overall reduction of project cost. Reduction in concrete requirement due to reduced size of structural members Hot stretch process used during the manufacture of LRPC strands produces a nearly straight strand, thereby

18

eliminating treatment. Applications

necessity

for

extra

post

straightening

Pre-stressed concrete girders for road, river & railway bridges and flyovers, pre-stressed concrete domes, slabs, silos, hangars, aquaducts, viaducts & railway sleepers.

Patenting and Galvanizing Facility

50ft electrically fired furnace coating, galvanizing facilities.

with

inline

cleaning,

* 30ft propane fired LeFour furnace with inline cleaning, coating, and galvanizing facilities.

* 30ft propane fired rod DSW patenting furnace

* Galvanizing plants of different capacities

* Stress relieving facilities for wires and strands

* Annealing furnaces (bell type)

* Vacuum annealing furnace

* PLC driven automatic pickling plant

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* Manually operated pickling plant

Quality & Testing

Wires and Strands hold a premier position in the domestic market and are also exported to different part of the world. Used for different purposes across a gamut of industries, our wires and strands are continuously put through rigorous and demanding conditions. To ensure that our offerings match the international standards, we have set high internal quality standards. Plant located at Ranchi has been awarded ISO 9001 due to our emphasis on maintaining global quality standards. Wires * * * * * confirm IS JIS British ASTM DIN to various specifications such as

Specifications Specifications Specifications Specifications Specifications

Tested using the best modern facilities our wires are produced to ensure that they match the quality for which we are renowned.

Aerial Ropes
We are the undisputed leaders in the domestic Aerial Rope sector. Our product offerings include Aerial haulage ropes, material handling ropes, rope for passenger ropeways and other track ropes. Our ropes are renowned for their low maintenance, long life, excellent quality and strength.

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Size Range The size range generally * 19mm to 38mm Specifications Our Aerial ropes cater to the * IS 10891/84 * IS 10892 / 84 Part IV following specifications Part I preferred for such ropes is

Steel Cord for Conveyor belts

Conveyor belts - one of the most popular means for bulk material handling - finds widespread application in mines, cement and coal industries, ports & terminals, power stations etc. When reinforced with steel cord these belts last longer, allow higher operating speeds and offer better shock and rupture resistance than conventional fiber reinforced belts. In addition, very low elongation and absence of creep, makes steel cord the ideal reinforcement for long haul, high strength belts (from 500 to 2000 N per mm of belt width). In March 2003, the US $ 300 million Usha Martin Group, entered into a Joint Venture with Gustav Wolf, Germany for production of Steel Cords for Conveyor Belts at a special facility set-up adjacent to the main Wire & Wire Rope plant at Ranchi and known as Gustav Wolf Specialty Cords Limited. Gustav Wolf, Germany is one of the global pioneers in producing Steel Cord for Conveyor belts with decades of experience behind them and with all major Conveyor Belt manufacturers on their customer list. Through effective synergy of years of conveyor belt
21

experience of Gustav Wolf with rope making expertise of Usha Martin, we have become the pioneer and the only producer of Steel Cords for Conveyor Belts in this country. With state-of-art machinery and latest technology from Gustav Wolf, our cords provide an optimized high tensile yet flexible reinforcement to the Conveyor Belts and enables reliable and high capacity Conveyor Systems to be used. Our flexibility to supply in ready-to-fit spools as well as in giant master spools, gives our customers the option to procure in exact lengths, thus reducing operational cost and downtime.

Social Commitment Through Krishi Gram Vikas Kendra

Management commitement and support since 1977 "in every village where hunger persists, human being must be empowered to discover Their own vision express their own leadership, create their own solutions and work together to achieve their own success" KGVK Activities Augmenting management. water resources through watershed

Sustainable income generation through cottage industries & live stock management. Capacity building through "agivika research & training center". Health & family welfare programmes.

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 Women empowerment thru "swashakti" programme. KGVK projects In partnership with grass root civic society, corporate and government India Canada environment facility (icef) project - for water resources conservation & conjunctive utilization for environmental restoration (project cost rs 10.0 cr) ICICI - cini project - for primary health services at the grass root level project cost rs. 2.0 cr) Project with us aid along with cepda - for training barefoot workers in villages for making them 1st point of contact in village health services Projects with Govt of India empowerment, education etc. for watershed, women

Total projects worth Rs.18 cr in hand

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CUSTOMER PROFILE A customer is a person who brings us his wants it is our job to handle profitable to him and to ourselves. The key to customer retention is customers satisfaction. A highly satisfied customer stays long with loyalty buys more as the company introduces a new product pays less attention on to competing brands and advertising and is less sensitive to price talks favorably about the company and its products. So the company should work properly for the needs of customer and should be wise enough to measure customer satisfaction regularly. UML is one of the companies which recognize the importance of satisfying and retaining current customers. Thats why UML is market leader wire and wire rope division of India. Some of the major customers of UML are as follows:

LIST OF EXISTING CUSTOMERS IN THE DOMESTIC MARKET

EASTERN REGION: 1. 2. 3. 4. 5. 6. 7. Indian ropeways and corporation ltd., kolkatta. Unimesh lifting equipment, Howrah. OTIS India ltd. Philips India ltd. Steel authority of India ltd. HFC, Ranchi. Tata iron and steel company ltd. Jamshedpur.

WESTERN REGION: 1. Gammon India ltd, mumbai. 2. Jandal strips ltd. 3. Oil and natural gas commission, ankleswar.

24

4. 5. 6. 7.

Mazgaon dock, mumbai. Essar steels, Surat. Nuclear Power Corporation of India. Western coalfield ltd.

NORTHERN REGION: 1. BHEL, panipath. 2. Hindustan copper ltd. 3. Maruti udyog ltd. SOUTHERN REGION: 1. KONE elevator, Chennai. 2. L&T ltd. 3. Johnson lift pvt. ltd., chennai. MAZOR DEALER: 1. 2. 3. 4. 5. Indian store supplying company, kolkatta. LMJ logistics, Delhi. Jayesh industrial suppliers, Jamshedpur. Madras hard tools ltd, Vizag. Mohsin bros. Vizag.

OVER SEA AGENTS: 1. 2. 3. 4. 5. UM America UM EUROPE UM SCANDINAVIA UM S AFRICA UMI CORE ----------- USA ------ UK ------ DENMARK ------ S. AFRICA DURBUN

25

MAJOR CUSTOMER IN OVERSEA PRODUCT :- WIRE CUSTOMER S NAME Samrat India ltd. Ceylone service and supplies Usha siam India ltd. Umicore Africa Benicro and sons co. ltd Marubeni Singapore Karim galvanized steel ltd. Paradise cables Cittagong steel work ltd. Gencon ltd. DESTINATIO N Dubai Colombo Bangkok Durbun Manila Haiphong Bangladesh Bangladesh Bangladesh Bangladesh PRODUCT HT wire HT wire HT wire HT wire HT wire HT wire HT steel wire HT steel wire END USE Strings/ropes Strings/ropes Strings/ropes Strings/ropes Strings/ropes Strings/ropes Strings Strings

HT spring Spokes steel wire PC wire Bridge

26

DOMESTIC DISTRIBUTION OF USHA MARTIN

27

INTERNATIONAL DISTRIBUTION OF UML

28

RESEARCH METHODOLOGY The research methodology basically deals with collection of data and info from primary source as well as secondary source and the analysis of data an a/c of research design. My project consist of research design of exploratory and descriptive nature. Exproratory study because final conclusion has to be reached on the basis of collected facts and figures descriptive study because the org is a large scattered all over the country as well as abroad therefore their dealers customers, different branches are scattered and situated according at different places. The marketing main head office in Delhi. Therefore it was difficult to get into face to face interaction with them therefore facts have also been collected through e mail their general opinion given to the department from time to time. Collection of 2nd data: Whatever the existing secondary data was relevance for my study has been collected from booklet, journal, annual reports, UML magazine, Prabhat Khaber, files and document. Collection of primary data: It is difficult to deal industrial product survey like consumer good therefore analysis to great extent has been based upon secondary data personal interview observation analysis and questionnaire separately prepared for worker managers customers dealers. On the basis of data few hypothesis has been drawn and I have fried to work along with them.

29

Interview was the major tool of my project study as it avoids them to influence for answer but at the same time maximum the accuracy with which question is answered. Observation method: Certain time observation can tell much more than that of any verbal investigation. Default and plus point can be checked about the org. consulting from senior official can clear the fact which is found essential with any project.

UML

GODOWN

DEALER

ZERO

DOCK

CONSIGNMENT

PARTY

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STETEGIC GOAL The UML group ushered into the new millennium with the pledge of making USHA MARTIN a world class manufacturing org. by creating a learning org with the focus toward medical improvement in operation growth and opportunity through new product development. Globalization compelled to confront a border ness world therefore companies needed to improvement innovativeness in every field like marketing production, planning system to system to create a flexible org. which can quickly adopt itself to external changes. Therefore introduced prog. Like: TPM: TOTAL PRODUCTIVE MAINTENANCE ERP: ENTERPRISE RESOURCE PLANNING

31

NEED FOR STUDY The present market environment is very fluctuation, not a single corporate sector is able to protect themselves from the flourishing economic recession during 1998-1999 and many European manufacturing has closed down. Earlier UML had complete monopoly of domestic market but new emerged industries started sharing his domestic share. Therefore there was need to carry out the research study to analyze the actual market situation in domestic market whose product is globally accepted. Analysis of the situation is done keeping the view the hypothesis such as: Price and delivery are two important factors which is affecting the domestic market against their rivals market has been affected by the emergence of several new rival as well as by unstable present economic condition.

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OBJECTIVE OF THE STUDY

Introduction and implementation of new and improved mkting strategies that help retain the market share domestically and increase globally. To create monopoly in domestically market. To be globally competitor. To achieve excellence in quality through innovation technology up gradation.

List of data required:

Size of domestic market. Size of global marketing. No. of competitor at home and abroad target sales and final sales per annum. Effect of price on computers. Delivery system. Pricing delivery. Handling of customers complain after sales.

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MARKETING MIX What is marketing mix? Marketing mix is basically a collection of 4Ps (product, price, promotion, place), which the company organization utilizes for satisfying the demand of the customers. The marketing mix depends upon the marketing program being planned by the planning department or the top management for a certain period of time to meet the changing customers requirement. The marketing mix may also include packaging positioning and process. The main aim of the mix can be to standardization the products manufactured efficient promotion and distribution channels. There may be separate plane for improving the packaging of the products for deterrent customers segments in different geographical area. MARKETING MIX IN USHA MARTIN 1. PRODUCT 2. PLACE 3. PROMOTION 4. PRICE 5. PACKAGING 6. PEOPLE PRODUCT: The product receives the maximum amount of importance in Usha martin ltd. The various products being offered by UNIL in the market are wire ropes cables and steel. The wire and the wire ropes available are of different shapes and size based on the industrial buyer requirements.

34

The various shapes available are: Here takes means that the wire ropes consists of 6 strands and each strand consists of 36 wires. UML takes keen in ensuring that the high quality of wires and wire ropes are manufactures and such quality is maintained in transit and delivered to the potential industrial customers. For the above purpose UML ensures: The best quality of raw materials is being used. The best possible process is being used for manufacturing with the latest technology. Minimum wastage of raw materials takes place during production. Sales and secured warehousing for storage of the finished products and raw materials. UNGALVANIZED WIRE: There are the wire which are given some heat treatment and then chilling process is being done so as to broaden the length of wire but are without any coating. GALVANIZING STEEL WIRE: There are the wires which are coated with zinc so as to prevent rusting of steel wires nowadays plastic coating of different colors coating are in huge demand in the exporting countries. GALVANIZING STEEL STRAND: A strand is a collection of wire of smaller dimension wire that are assimilated through heating for the purpose of creating of forming thicker wire ropes which are to be used in construction, engineering shipping anchors oil extraction and telecom industries.

35

There are various customers specification which must be taken into consideration while the final product for dispatch is being manufactured such specification may be: 1. Size 2. Construction 3. Coating 4. Lay direction 5. Lubrication 6. Tensile strength 7. Lay length 8. Certification 9. Core 10. Standard SIZE: The size of the normal or wire rope is being indicated being the deameter of the finished product required. Such products may differ in size based on the customers choice and specification. Item Wire Strand Rode Diameter range 0.22 to28 mm 1.20 to 15mm 2.00 to 116 mm

CONSTRUCTION:

36

The construction of the wire ropes depends upon the number of wires in each strand and the number of the strands in each wire rope. The various type of construction may be: Construction 6/7 6/19 6/36 7/7 COATING: This is done through galvaization. Here a coating is being done on the wire and wire ropes so as to prevent the wires from getting rusting due to oxidization. The basic purpose is to maintain the quality of the products so that it remains as dispatch able utility product for the manufacturer as well as the customers. Basically there are two types of coating: 1. Zinc coating. 2. Plastic coating. LAY DIRECTION: Lay direction is specifically the direction in which the wires strands are to be laid for the formation of the wire ropes. The purpose of lay direction is enhancing the utility of the products being manufactured. No. of the strands/ No. of ropes strand 6 7 6 19 6 36 7 7 wire per

LAY DIRECTION

37

ORDINARY ORDINARY:

LANGS

The ordinary lay direction is being used in activities wherby jerk factor is involved. For eg. In cranes payload is being lifted and transferred from one place to another. I here by wire in strand and the strand in the wire ropes are being laid in the opposite direction:

1. Strand left direction direction

wire rope right

2. Strand right direction direction

wire ropes left

LANG:

38

Langs are the special direction which are being mainly utilized for puling purposes. For e.g. trolley being pulled in the coalmines for coal transportation. Here wires in the strands and the strands are laid in the same direction.

1. Strand left direction

wire ropes left direction

2. Strand right direction LUBRTICATION:

wire ropes right direction

Lubrication is the process of adding certain lubrication of different nature to the existing wire ropes so as increase the efficient of the products during their use. Such lubricants are used during two stages. When the wire are being assimilated during standing process. When the strands are being joined to form the wire ropes. Lubrication can be of two types: 1. Anti rust petroleum based. 2. Bituminous based.

TENSILE STRENGTH:

39

Tensile strength is the ability of the wire to resist against the breaking force exerted by the load of a physical matter. The tensile strength of wire ropes is express in the terms of (kg/mm) or (KN/mm2) where 1Kn(kilo Newton)=102kgs. Neumrically speaking Tensil strength = load (kg) Area (mm) The tensile strength of the wire ropes depends upon several factors such as: 1. The percentage of carbon content in the wire rode. 2. The temperature to be maintained during heat treatment, cold work process) 3. The condition of the machine used during the manufacturing process and its relative speed. 4. In several the wire rope supplied by UML possess and times the tensile strength as being specified in the customer manual.

CORE:
Core of a wire rope is the basic element which is present at the center of the wire rope such an element can be of 2 type. CORE STEEL FIBER

Steel based: 1. I WKC (independent wire rope core) 2. WSC (wire strand core) The WRC is on independent and separate wire rope core which is being used as a core of the required wire rope.

40

Generally IWKC is being used since it increases total tensile strength and the flexibility off the wire rope. The WSC is wire strand core where by a separate strand is being used as the core of the required wire rope. FIBER BASED JUTE SISAL POLYPROPHYLENE

Jute core is being used in those cases where a very high amount of flexibility is required sisal core is being used where no flexibility is required and wire ropes must not bend in any direction. Polypropylene core is a man made core where desired amount of flexibility can be attained.

LAY LENGTH:
Lay length is the length of the wire ropes laid in a particular direction. The length of the wire rope depends upon the customers requirement. The lay length is expressed in terms of meter or feet.

STRANDARD:
The Usha martin ltd. Fulfills the requirements of both the national as well international market so it has to maintain both national as well as international standards. Usha martin ltd has also been awarded the ISO 9001 CERTIFICATE by the international bureau of standards .UMI also fulfills the requirements of standards of various export into the countries. Such as British standards may be in terms of diameter with a tolerance level of +- and % minimum break down and pitch level.
41

Such wires confirm to various specifications such IS specification. JIS specification. BRITISH specification. ASTM specification. DIN specification. Tested using the best modern facilities such wire are produced to ensure that they match the quality for which they know in the international market. PLACE: Usha martin ltd. Takes niche marketing as its marketing strategy. It follows a systematic procedural step in placing its products in a particulars market or in building up of new customer. It proceeds as follows. Market survey to know prevailing market condition. Study pf competition channels used by them and their pricing strategies. Identifying major influences in the market developing its own channel through pursuing the influences in the market. Creating awareness in customer about product feature which ultimately makes them ready to pay premium price. Usha martin ltd has its customer in various part of India and the company occupies number one position in Indian market with a market share of 80%. It occupies number one position in wizard market of export with a market share of approx 2% in the global market. REGION WISE MAJOR CUSTOMERS:

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EASTERN REGION: 8. Indian ropeways and corporation ltd., kolkatta. 9. Unimesh lifting equipment, Howrah. 10. OTIS India ltd. 11. Philips India ltd. 12. Steel authority of India ltd. 13. HFC, Ranchi. 14. Tata iron and steel company ltd. Jamshedpur. WESTERN REGION: 8. Gammon India ltd, mumbai. 9. Jandal strips ltd. 10. Oil and natural gas commission, ankleshwar. 11. Mazgaon dock, mumbai. 12. Essar steels, Surat. 13. Nuclear Power Corporation of India. 14. Western coalfield ltd. NORTHERN REGION: 4. BHEL, panipath. 5. Hindustan copper ltd. 6. Maruti udyog ltd. SOUTHERN REGION: 4. KONE elevator, chennai. 5. L&T ltd. 6. Johnson lift pvt ltd., chennai. MAZOR DEALER: 6. Indian store supplying company, kolkatta. 7. LMJ logistics, Delhi. 8. Jayesh industrial suppliers, Jamshedpur. 9. Madras hard tools ltd, vizag. 10. Mohsin bros. Vizag. OVER SEA AGENTS: 6. UM America 7. UM EUROPE 8. UM SCANDINAVIA ------ USA ------ UK ------ DENMARK

43

9. UM S AFRICA 10. UMI CORE

------ S. AFRICA ------ DURBUN

PRICE: The price of a product is most important factor which contributes to the sales figure. The price of a product is invariably directly related to the customer segment for which it is being meant for UML follows certain steps while setting up its product prices: 1. The pricing objective is to maximize the current profits so as to get more funds for the investment purpose. 2. The demand for UML products is large for both the domestic as well as the international markets. 3. The cost that UML has to incurs includes both fixed cost as well as variable cost while the various fixed costs include setting up at new plant and machinery, interest in loans fixed ware house and storage rent etc. 4. The variable costs include cost of raw materials cost of electricity consumed, cost of manufacturing per unit packaging cost, local transportation cost, maintenance cost of inventor and ware house cost of repairs shipment cost etc. 5. The final price of the product is based on the geographical pricing, method additional costs are incurred on the transportation, shipment, and payment of customers duties in case of exports and expenses and charges paid.

44

PRODUCT PRICE LIST

Serial no. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25

Product name FR GENL WR EXR CRANE AHR MM ECR BIRD LCTR SHR LCWR HR EWS LRPC 3X3 PYPC AUTO SPOKE CHQ DETONATOR WIRE CA FLATE WIRE ACSR FISH WIRE GENERAL WIRE NEEDLE WIRE CYCLE SPOKE WIRE

Unit MTR MTR NA MTR MTR MTR MTR MTR 100 MTR MTR MTR NA MTR KM MT MT MT MT MT MT MT MT MT MT MT

Price 20.80 370.05 NA 365.31 232.00 24.72 98.86 49.98 64753.00 3016.54 43.41 NA 59.68 24000 41000 35000 41550 46500 50000 38500 38000 47700 32500 41000 36000

45

GLOSSARY

SERIAL NO. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18

WORD FR GENL WR EXR CRANE AHR MM ECR BIRD LCTR SHR LCWR HR EWS LRPC UML MTR MTR

MEANING Fishing rope General engineering ropes. Winding ropes Excavator rope Ariel haulage rope Marble mining rope Elevator rope Bridge rope Lock coil track rope Shipping rope Local coil winding rope Haulage rope Earth wire rope Low relaxation Crestressed rope Usha martin ltd Meter Metric tones.

46

PROMOTION: The reason behind most customers of wire and wire ropes asking for UML products is the quality and the goodwill that the company has built since its inception in the year 1960. The company adopts a strategy of promoting its product through. 1. Industrial factor: The company eagerly participates in the various trade and industrial lairs, which are held within the country as well as in the international market. Such participation ensures that the company is keeping in constant touch with its existing customers. It also help them to attract newer customers raw material or directly utility. 2. Sponser programme: The company also spends considerable amount of memory of sponsorship of programs on an annual basis such extents may be cultural events social events or generating mass awareness on social programs. PACKAGING: Every product, which is sent to the market for sale, must be packed in the right manner possible. Such a packaging should ensure that the product quality and product durability is maintained right from the manufacturing unit though transit to the point for delivery to its use. The aim of right packaging of commodities can be: 1. Ensure the product characteristics (quality, durability, performance) standard are maintained.

47

2. The customers of the product are attracted to the packaging in such a way that they continue to buy such product in future. 3. The product packaging should be according to the customers demand and should be according to regional or culture preferences. 4. The customers should be fully satisfied with packaging type color and the packaging price being charged. Basically there are two types of packaging which are made depending on the destination of the product and the customers requirement the destination of the product can be: Home or domestic dispatch. International market for foreign countries. The packaging consist of following phases: Winding the wire rope in the reels. Final covering of the wire ropes . Final covering of the wire ropes. Lebelling. Preparation of associated documents.

COLOR CODING (DURING PACKAGING) ZONE DELHI KOLKATTA MUMBAI CHENNAI BANGALORE NAGPUR CODE D C B CH BE N COLOR OF TYPE BROWN GREEN BLUE WHITE YELLOW BLACK

48

PLACE: In 21st century people /workers/employee hold very important place in marketing mix. People /workers/employee is a group that holds an actual or potential interest or impact on company ability to achieve its objective/target/mission. People / public relation has often treated as a minor element in the mix marketing but the wire company takes concert steps to manage successfully relation with its key public. Most company have a public relation department that monitors the attitude of the organizations people / workers / employee and distributes information and communication to build goodwill. Earlier people was being treated as a tool or machine in the origination but with the coming of human resource management (HRM) they are as an asset for the origination, because it is people /workers/employees who is involving in the production of any product. In the absence of the people or required people production may hamper. Along with this if the public of origination are not satisfied with their power and position or facilities etc it will effect the production. And once if quality is not to the mark it may create another problem and may be cause of some measure accident which will affect the origination name and fame. At last with the coming of HRM people relation with the origination has been increased. It has created excellent circumstances for public as well as origination.

49

ANALYSIS AND INTERPRETATION The scope of our study restricts us to do in depth analysis of the facts and figures, which we have observed while undergoing this project. UML is basically an export oriented which export 50% of the products, which over like UK, USA, DENMARK, HOLLAND, EUROPE, and SOUTH EAST ASIAN COUNTRIES. It was the 1 st Indian country in 1979 to export wire rope to USA. UML product are used mainly in coal mines, general engineering rope ways and oil drilling rope, fishing rope etc. in domestic market largest share goes to coal 28% then general engineering 20%, shipping 13%. So with these facts and figures in hand it is obvious that the analysis will vary from product to logistic and distribution. Analysis of the five Ps namely 1. PRODUCT 2. PRICE 3. PROMOTION 4. PLACE 5. PACKAGING Of making mix are as follows: PRODUCTS: Today one of the main strength as maker is pronounced by its LCWR. It is used mainly in coalmines and electric wire. Other then these two Cement industries also used these types of wire rope besides TATAS. PRICES: When we are dealing with the pricing policies and strategies we should mention this clearly that USHA MARTIN has one and only strategy that is leadership pricing strategy. It is evident that form the fact that in domestic market leader. So its management formalities this pricing strategy. Actually it reaps the reward of its strong Brand image, worldclass quality and longest presence in this field.
50

PROMOTION: While analyzing the promotion strategy of UML, we felt that unlike some of the competition is does not involve in advertising and other short of promotion. UML is mainly interested in taking activity part in trade fair, whether it is national or international. It also conducts occasional meetings with its authorized dealers and agents. Especially in the marble mining industries is rajesthan, it conducts meeting with its dealer and influential person who guides it he decision making of the mine owner. PLACE: The UML is one of the major customer is coal India ltd. So it is easier for UML to supply mining rope ti the various coal mines under CCL over other customer like steel authority of India and TATA IRON and steel co. are situated in the eastern region so for UM it is easier to top the market then the other. UML has also done the other planning to case its operation in the domestic market by opening up manufacturing plants, branch offices dealers and distributors network and warehouse. So from the economic point of view geographical location and targets mkt. UML is position best in this industry. PACKAGING: By nature wire and wire rope are such that it it is not properly packed then it will start rusting. Packaging is considered as one of the most imp aspects these days. Growing competition in this industry has insisted a much concern about packing of its products. It use different thing like: 1. Blue Hession 2. Poly coated Hess ion.

51

3. Blue corrugated sheet 4. Poly coated sheet. 5. Adhesive and strip plastic. PEOPLE: UM ltd have well disciplined employee, which is very good for any organization. It provides its employees a good working culture environment to their employee as well as employee have good cordial relation with each other. UML employee believes in TPM policy, their employee slogan is each one teach one which gives moral support to their employee. All employee of Usha Martin ltd work as a team that sow the seed of success.

52

FINDINGS In the present steel wire and wire rope maker USHA MARTIN ltd is leading market share. The yearly sales volume is 80,000 MT which is highest in the category. If we compare the perannum sales volume of indore WIRE and ROPEs, we feel that it is very low as 25000MT. India is one among the faster developing countries in the world and this fact is well supported by Usha Martin ltd. UML is well managed profit oriented origination, so company like UML has certainty better scope in future. There are certain advantage and disvantages, which we found while undergoing this project. They are as follows: PRODUCT RELATED: UML products are well tested and inspected by world class testing class testing authority which certifies the quality of its products like ABS, L lord, IRS, ONGC, DGV, BVQi, MECONE. UML product has good demand in the market. All the major orders are placed by UML because of its consist product performance and past record. The entire procuct are certified, customers have fall confidence in placing orders with UML. ABS, BVQi, DNV, loyds, ISO are authority who visit the company thime to time to audit the quality related aspect of UML. PRICE RELATED: This is the area in which we are unable to gather necessary information because of lack of adequate data and figure. During the whole project we met several mkting and sales persons. We also fell that the overhead are quite high compare to other co. but it is solely due to its size and vol.

53

 From the customers point of view we felt that due to high cost of Usha Martin ltd. Products its looses certain perspective customers. The term payment from the customers of UML products are of two types, o Advance payment (upto 90%) o Perform a payment (3000-9000) PLACE RELATED: UML is located in eastern region of our country that has been a point of concern of its domestic customers, although it has five ware house covering all zones, the timely delivery is crucial. All the branch and dealers of UML in India are connected with Internet, lotus node BAAN. One of the point of UML is that all of the branches are situated in areas supplied by its is by road, rail or by water. Raw material and heavy equipments and machinery are supplied by its own division situated in Jamshedpur and ban galore respectively. From the geographical point of view UML plant in ranchi is well positioned but there are certain problems like frequent bonds, strike etc. and lack of good communication and infrastructural facility. PROMOTIONAL RELATED: UML promotional strategy such as participating in trade fare are not enough to create awareness for the customers. After going through the detail of some of its mazor custromers like CCL, ONGC etc we felt that customers are satisfied with the products. UML generally sends its respective to its customer to lessen the complication and complaints.

54

 The frequency of the seminars and industrial fair are less so that Usha Martin ltd. Conducts meeting with its dealers and its distributors. Even we failed that the company own web partial is not updated and upgrade time to time. PAKAGING RELATED: UML as we felt is at par with current packaging trends. UML uses new age labeling and tags for their product which makes its product mare attractive and reveals the world class quality. The iron reels are used mostly these days they are well painted to give its a nice aesthetic look. Bar coded tags are used for identification for the different products. PEOPLE RELATED: People of UML are well discipline. People are getting proper environment as well as work culture which is quite understood with the slogan of UML the Each one teach one to make Usha Martin number one. People of UML are aware of the compensation policy. People are assured about the promotion as well as more incentive it they are giving their best. People of UML are getting the assignment according to their talent it means they are following rules of right peg to the fight rule.

55

RECOMMENDATION

Pricing factors: The price is where UML should take due

consideration of especially the competitors. This is good to have a leadership pricing strategy but some time it is beneficial to meet the customers demand. UML loss some perspective customers due to high price and rejection of small orders. In this era of globalization with so many competitors, UML should review its pricing strategy and mark a balance in term of pricing to sustain in the market in the near future. Consumers want the price of Usha Martin ltd. Product to be reasonable but this factor has proved to be the main hindrance and had resulted in getting low work order from the regional and national market. The price of the UML steel wire and ropes is higher then those of other manufacture at the national level and due to this its major competitors M/s Bombay wire in mumbai has snatched a big portion of the market share of UML at the regional level. There are sizable proportion of dealers and customers who are ready to comprise on quality in order to expand their profit margin. A Price of UML product has risen up to 30-40% with in a span of 2 years then that of its competitors price.

56

Customers who can compromise on quality are shifting toward other competitors due to this reason. Govt. org are also major customers of UML product but in case of govt. org orders are initiated on the tender basis. So the competitors of UML are gaining a large portion of the cake here. Even the dealer have also registered their complaints against the high pricing of the product as they have to sell there products at a very low profit margin I order to survive in this highly competitive market so UML must re think about its products price. The quality factors: As we have observed that the rapid technology up gradation and innovation in the industry almost every company in this field is striving hard for getting ISO certificate and other quality certificate, so UML strategy related to its product should confirm to the quality standards and should be different. The company should keep strict vigil the new development and carry out its R and D to introduce new products. UML should work honestly to make some of its policies like TPM. It can also reduce the cost of manufacturing by proper planning. As India is becoming the hub of global multinational companies UML should take a detail research on the current market enviorment.
57

 To increase and hence the product quality further the UML should replace old and less efficient machinery and equipments. Its should also formulate a strategy to evaluate the performance of its product in the market. The positive future is that quality related problem have to reach on 0 level to ensure the optimal performance of the product and customer satisfaction.

58

Reason for late delivery

UML used trucks and trailer for delivery of product, which is slow, and often at the whim of transporters. Bad condition of the road also delays. As UML is located eastern region of the country so it faces the major problem to cover the large customers base of southern and western part of India. In case of exports the nearest port is kolkata that is about 300 km away so it also cause transportation delay. Most of the time materials are suppose to the customers and dealers through warehouses so they demand in to be stacked adequately with each category of products. Export and domestic sale seldom sit and interact together to settle the priorities. The plant is often priority in the same machine group from both exports and domestic sales. Often the plant is unable to produce within the lead-time as specified in the contract. In many cases the production time is twice the lead-time. Theyre by resulting in ultimately delivery of goods to the clients.

59

COMPETITORS UML is facing a tough competition from its competitors, Competition for UML has following 3 dimension: Competition from foreign company in the high end or niche market like LCWK and crane rope. Competition from numerous small domestic competitors in low end product market of elevator and mining rope. Competition from organized domestic as well as foreign co in mid end product market of elevator and mining ropes. It is facing the toughest competition from the domestic competitors, particularly small manufacturers who posses these characteristics: --- Very small production company. Have low overheads and so the total production cost is very low. Comprise with the quality to reduce with price. Recommendation at this front is to make move to acquire small manufactures to prevent the market share erosive ant both domestic international front.

60

RECOMMENDATION REGARDING MARKET EXPANSATION

UML should work to carry out new promotion activities like advertising and public company journals. It should update and enhance its official website, some of information regarding current market scenario be included. UML can also invite online order placement from its customers and keep in touch with its customer through Internet. It reviewed. wires UML should make its move to untouched areas such ropes needed in infrastructure and mines as North America and Europe in product range like train rope, and development. should organize seminar with its dealers frequently so that the current market related news could be

61

LIMITATION OF THE STUDY

1. The time period within which the study was conducted was limited and proved to be major constraint. 2. The study was limited to major customers and dealers throughout the country whose orders constitute only 35% of the total orders executed by UML. 3. As a single researcher it was difficult to deal with all aspects of study and conduct extensive research.

62

63

STRENGTH

1. UML processes a good branding image and goodwill in the market. 2. Same number of high quality product available in the market. 3. High production capacity. (Wire rope >90000 MT/annum (Fine wires >30000-35000 MT/annum) 4. the company has sound financial position. 5. highly systematic infrastructure. 6. implementation of TPM. 7. largest unit to cater products to domestic industry. 8. export increase periodically. 9. increase in no. of distribution. 10. planning and implementation done on the basic of MIS. 11. highly skillful and technically qualified manpower.

WEAKNESS
1. Large overhead in the firm of maintanance repairing, overhauling of machinery experiment. 2. high price of the product in the domestic industry. 3. large number of smaller customers overlooked by UML. 4. more no. of ware houses and global distribution centers required in case of export. 5. wastage of timer on order processing in case of exports of foreign dispatch. 6. lack of proper co ordination between the manufacturing facitlity and the offices and representative center located world wide. 7. old and obsolete machinery needs to be replaced. 8. no effective advertising image.
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9. Surplus employee with an average over 40 yrs lack of young dynamic blood at work.

OPPURTUNITY
UML can develop a high tensile elevator rope with Maximum breaking load. Govt planning regarding less expense hanging bridges like Mani Bridge in UP, Vidya sager setu in Hoogly river kolkata. New opportunity in the oil offshore field especially in oil drilling ropes as reliance has found crude oil in Krishna, Godavari basin in south. Fishing is developing in the southern cities so UML should take vigil to these markets. Competitor is not as much as strong as UML.

THREATS
As US has imposed anti dumping duties in steel product from India, china, Malaysia, etc. Resistance from the state and central govt. Frequently bands and strikes in jharkhand, which delay the delivery and hinder. Local political instability. Excess work force and having less automated procedure. Price a key factor deciding over all sales and market policies.

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66

PERFORMANCE IN SALES WIRE ROPE IN DOMESTIC MARKET

YEARS 2000-2001 2001-2002 2002-2003 2003-2004 2004-2005 2005-2006 22530 23482 26194 30958 36198 30655

QTY(MT)

SALES OF WIRE ROPES 40000 35000 30000 25000 20000 15000 10000 5000 0 20002001 20012002 20022003 20032004 20042005 20052006

QTY

67

PERFORMANCE IN SALES WIRE IN DOMESTIC MARKET

YEAR 2000-2001 2001-2002 2002-2003 2003-2004 2004-2005 2005-2006 30846 28413 25053 24821 31427 29507

QTY(MT)

SALES OF WIRES 35000 30000 25000 20000 15000 10000 5000 0 20002001 20012002 20022003 20032004 20042005 20052006

QTY

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PERFORMANCE IN SALES EXPORT(WIRE, ROPES, STRAND)

YEAR 2000-2001 2001-2002 2002-2003 2003-2004 2004-2005 2005-2006

QTY(MT) 24971 29282 26995 28883 54437 40236

SALES OF WIRE ROPE AND STRANDS

60000 50000 40000 30000 20000 10000 0 20012002 20022003 20032004 20042005 20052006 Series1

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DESPATCH PERFORMANCE (2005-2006)

YEAR QTY(MT) 2003-2004 5637 2004-2005 10881 2005-2006 10050

DESPATCH PERFORMANCE

21% 38% 2003-2004 2004-2005 2005-2006 41%

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EXPORT DESPATCH AT A GLANCE 2005-2006

PLACE AMERICA AUSTRALIA AFRICA ASIA EUROPE MIDDLE EAST 17 4 4 36 17 22

PERCENTAGE

DESPATCH PERFORMANCE 2005-2006 TOTAL DESPATCH = 100500

22%

17% 4% 4%

17% 36%

AMERICA AUSTRALIA AFRICA ASIA EUROPE MIDDLE EAST

71

PERFORMANCE QTY WISE 2005-2006 QTY DOMESTIC 40180 EXPORT 59658

PERFORMANCE QTY WISE 2005-2006

40% DOMESTIC EXPORT 60%

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FINDINGS AND CONCLUSION 1. UML is the producer of wire and wire rope in India and hold second position in the international market. 2. It produces a large variety of wires and wire ropes that are used for different purposes in areas such as power sector. Automobile sector, general engineering construction sector etc. 3. UML cater the needs of the domestic industries as well as the international market (USA, UK, Vietnam, Africa etc) 4. UML is increasingly focusing on exports of its products in the foreign countries where high quality wire is in demand. 5. UML has an efficient production department that produces high quality wires on the basis of the customers demand. 6. Scheduled maintained and minimum wastage of the raw material and finished products due to implementation of TPM. 7. More possibility of expansion due to stable financial position. 8. The demand for high quality ropes is increasing rapidly in the international market.

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RECOMMENDATION 1. UML should improve communication between the ranks and between the functions. It should be ensured that at all levels the objectives are properly understood and there is no difference in the perception of the company policies between the ranks. HRD should design and conduct suitable training programme at all level to ensure uniform quality consciousness and customer orientation at all levels. 2. Interface between the plant and the sales should improve and a proper format should be designed to enable feed back to sales from PPC regarding booking condition. 3. There should be a central coordination committee that would coordinate between export and domestic sales to monitor the order booking position as well as the status of various orders. They should also to monitor the order various order. They should also look into priority the priorities of both export and domestic sales to avoid conflict. 4. UML should review its pricing policy. Price seems to be an area of critical value. To complement this UML should intensify focus on the equality control and quality reduction programs. 5. Although UML had taken initiative the drive needs much more momentum the key account management project need to be expedited.

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BIBLIOGRAPHY

AUTHOR 1. Philip kotler

TITLE management edition. Marketing 11th

Marketing management 12th edition. 2. Ranjan saxena Marketing management Tata Mc Graw hill publishing co. ltd. New Delhi. Business world Outlook Telegraph Prabhat khaber Times of India Dainik jagran

3. Magazines

4. News papers

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HOW WOULD YOU RATE THE PERFORMANCE OF THE ORG AT PRESENT?

POOR 0% STAGNANT 30% GOOD 70%

0% 30% POOR STAGNANT GOOD 70%

76

DO YOU AGREE THAT DOMESTIC MARKET SHARE HAS DEREASE?

AGREE 44% DESAGREE 43% PARTLY AGREE 13%

13% 44% AGREE DESAGREE PARTLY AGREE 43%

77

IF YES WHAT IS DOMESTIC SHARE.

THE

REASON

OF

DECREASING

HIGH PRICE 40% TERM OF PAYMENT 5% DATE OF PAYMENT 0% QUALITY 30% COMPETITION 20% EMPLOYEE DISSATISFACTION 5%

HIGH PRICE 5% 20% 40% TERM OF PAYMENT DATE OF PAYMENT QUALITY 30% 5% 0% EMPLOYEE DISSATISFACTION COMPETITION

78

WHAT STEP DO YOU SUGGEST TO BEING UNIFORMLY FOR PRICE, QUALITY AS WELL AS EMPLOYEE MOTIVATION?

NEW TECHNOLOGY FOR QUALITY CHECKING COST EDUCATION EMPLOYEE PRODUCTIVITY NEW TECHNOLOGY FOR QUALITY CHECKING INVENTORY PROMOTION FOR EMPLOYEE

27% 32% 12% 13% 8%

COST EDUCATION

9% 14%

29%

EMPLOYEE PRODUCTIVITY NEW TECHNOLOGY FOR QUALITY CHECKING

13% 35%

INVENTORY

PROMOTION FOR EMPLOYEE

79

DO YOU FEEL THAT UML WILL REMAIN GROW IN ROPE MARKET?

YES NO CAN'T SAY

75% 10% 15%

15% 10% YES NO CAN'T SAY 75%

80

WHAT IS THE POSITION OF THE ORDER TODAY WITH RESPECT TO EARLIER?

INCREASE DECRESE STAGNANT

62% 13% 25%

25% INCREASE DECRESE STAGNANT 13% 62%

81

HOW WOULD SERVICES?

YOU

RATE

UML

PRODUCTS

AND

UNSATISFACTORY 10% SATISFACTORY 90% DELIGHTFUL 0%

0%

10% UNSATISFACTORY SATISFACTORY DELIGHTFUL

90%

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WHICH FACTOR INFLUENCE YOU TO USE UML WIRE AND WIRE ROPES?

QUALITY 30% LONG LIFE SPAN 30% ON TIME DELIVERY 0% AVALIBILITY 40% PRICE 0%

0% 40%

30%

QUALITY LONG LIFE SPAN ON TIME DELIVERY AVALIBILITY PRICE

0%

30%

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WHAT INFLUENCE YOU TO TAKE THE LEADERSHIP OF UML?

BRAND NAME PRODUCT DEMAND AVALIBILITY QUALITY

20% 40% 0% 40%

0% 40%

20%

BRAND NAME PRODUCT DEMAND AVALIBILITY QUALITY PRICE

0%

40%

84