kds group interny

"Marketing Mix Analysis of steel Companies: A study on KY Steel Mills Ltd."

(The OCP Report has been prepared for the Partial Fulfillment of the Degree of Master of Business Administration with a Major in Finance & Banking).

Department of Business Administration Faculty of Business Studies

International Islamic University Chittagong"Marketing Mix Analysis of steel Companies in

Chittagong: A study on KY Steel Mills Ltd."

(The OCP Report has been prepared for the Partial Fulfillment of the Degree of Master of Business Administration with a Major in Finance & Banking).

S. M. Yousuf Chowdhury MBA (Finance & Banking), M062003, IIUC - 1 -

Date: 26th May, 1998

The Honorable Dean

Faculty of Business Studies

International Islamic University Chittagong

Subject: Submission of the OCP Report.

Dear Sir,

I am writing this report regarding the topic "Marketing mix analysis of steel

companies in Chittagong: A study on KY Steel Mills Ltd." I started my OCP

program 1st February and completed on 31st March of 2008.I feel great

pleasure to the OCP report on KY Steel Mills Ltd. I think the OCP program is

very useful, informative and realistic method to gather practical experience

about a company's activities. For the assigned job I have worked in two

phases. In first step I have collected primary data from market place; where I

have used a questionnaire to collect information through face-to-face

interview with wholesalers and retailers. In second step I have collected

secondary data from the company personnel, annual report, general report

and magazine. After collecting necessary information I have tabulated and

analyzed that information. Finally this report has been made.

I therefore, pray and hope that you would be kind enough to accept my report

and oblige thereby.

Sincerely your’s,

______________________


ACKNOWLEDGEMENT

At the very beginning of this OCP report, I would like to thank Allah the

almighty, without his help my effort would not come in to shape.

I would like to thank and offer my gratitude to Mr. Rizwan Hassan, Asstt.

Professor, International Islamic University Chittagong for supervising me

throughout my OCP program and providing various guidelines for preparing

this report.

I would like to extend my heart felt thanks to the contributors of generous help

I have received from many sources of KDS Group - Steel Division., I like to

express my tributes and gratitude to Mr. Munir Hussain, Honorable Executive

Director of KY Steel Mills Ltd. for encouraging me to complete the OCP

program .

In this report I also want to acknowledge the guidance of Mr. Arfanul Islam

Khan, Executive (Marketing & Sales), Mr. Nasrullah Karim Chowdhury,

Coordinator (Marketing & Sales), Mr. M. A. Chowdhury, General Manager

(Marketing & Sales).

I will also never forget the contribution of all managers and staffs of KY Steel

Mills Ltd. who have spared their valuable time to me. I would like to thank

them and other personnel who helped me.

Thanking All

______________________S. M. Yousuf ChowdhuryMatric no- M062003MBA (Finance & Banking) Autumn-2008


EXECUTIVE SUMMERY

The report deals with an important topic described "Marketing mix analysis

of steel companies in Chittagong: A study on KY Steel Mills Ltd." The

principal objective of the report is to analyze the marketing mix of different

steel (C.I. Sheet) companies in Chittagong and also evaluate the overall

performance KY Steel Mills Ltd. On the basis of OCP program, I have

prepared this report. This practical knowledge has been brought under five

major sections. The very short first section contains introduction, objective of

the study, methodology of the study, scope of the study, and limitations of the

study.

Interview of total 100 dealers, sub dealers, retailers and company officials was

taken to accomplish the study. But both primary and secondary data has been

used to write report properly. I have tried my best to depend on the source of

data that is more reliable and rational. All the information and data included in

the report were updated and from a reliable source and so little assumption

was made which helps make this report further praiseworthy and reliable in

order to use it by anybody for any research. On the top of that the interview

was fair and I have tried my best to hold all the interviews with important

clients of KY Steel Mills Ltd. so that the information is more relevant.

After analyzing all the secondary and primary data I came in to solution that

there are huge competitor in the steel market. Three companies are

competing with the KY steel they are:

ABUL KHAIR STEEL

P.H.P

S. ALAM


In the study it was found that only for it’s excellent G.L product the company has

achieve brand loyalty of the dealers and customers. The other reasons for the

success of KY steel market are product level branding and corporate branding,

complain handling procedure of final consumers, flexible price receiving system,

follow both 0 level and 1 level channel of distribution system, 25 territory marketing

and sales executives, rate facility, credit facility, brand image of the company,

developed promotional policy, preferable gift items for the channel members, a group

of skilled manpower and so on.

It is also found that all the dealers, retailers, and customers of KY steel mills Ltd. Is

not totally satisfied. They desire more affordable and reasonable pricing policy than

the present one. From the study it has been revealed that the factor influences the

customers of KY steel mills Ltd. Most is the syndicated price of its products. If the can

be reduced more, the market of KY steel mills Ltd. will expand further.

A number of suggestions are given for the betterment of KY steel mills Ltd. at the end

of this report. There has been also some important information about the competitors

presented as well. Although it is not the market leader, it is hoped that if the proposed

recommendation are followed, surely the company will be benefited.


TABLE OF CONTENTS

CHAPTER-1: INTRODUCTION

1.1 Introduction

1.2 Objective of the Study

1.3 Methodology of the Study

1.4 Scope of the Study

1.5 Limitation of the Study

CHAPTER-2: COMPANY PROFILE

2.1 History of KDS Group

2.2 Success of KDS Group

2.3 Company Profile

2.4 Company Address

2.5 Company Mission

2.6 Financial Performance

2.7 Organization Structure

2.8 Department of KY Steel

2.9 SWOT Analysis

2.10 Product Outline

CHAPTER-3: FINDINGS AND ANALYSIS

3.1 Product

3.2 Price

3.3 Distribution

3.4 Promotion

3.5 Findings

CHAPTER-4: RECOMMENDATION & CONCLUSION

4.1 Recommendation & conclusion

4.2 Reference

4.3 Appendix


CHAPTER-ONEINTRODUCTION


1.1 Introduction

Marketing research is very important to find out the real position and share of the

company. Marketers always conduct research to know the customer reaction. A good

market position of a company is mainly depends on good marketing system of a

company. A company always engages in research to know the customer argument,

customer perception and satisfaction. Company can come to know about the

weakness and threat and also the strength and opportunities though market analysis.

A company can conduct marketing research in its own research department or

outsider, depending on its own research skills and resources, may do all of it.

Although most large companies have their own marketing research department, they

often use outside firms to do special research tasks of special studies. A company

which is not using third party for market research analysis engages in a wide variety

of activities, ranging from market potential and market share studies to assessments

of customer satisfaction and purchase behavior by analyzing the marketing mix-

pricing, product, distribution and promotion activities. Organizational consulting

project (OCP) program (MBA) of International Islamic University Chittagong is

mandatory for post graduation for the MBA students. For this, a student of

Department of Business administration at IIUC, after completion of sixty credit hours

of theoretical courses has to go for further three credit hours practical course related

to their relevant field. The OCP program of International Islamic University

Chittagong reveals one of the goals of the University itself to produce postgraduate of

international standard within the local environment.

The basic purpose of this experience is to expose the students to the real business

situation and make him accustomed to the practices of modern business world. This

exposure is very rewarding for one-self to see how things move and to find the gap

ape as well as the similarities between theoretical knowledge and practical

operations.


This report is a partial requirement of the OCP program conducted in the KY Steel

Mills Ltd. a concern of KDS Group of Industries on the topic "Marketing mix

analysis of steel companies in Chittagong: A study on KY Steel Mills Ltd."

1.2 Objective of the Study

The Main objective of the study is to analyze the marketing activities of KY steel

mills. The specific objectives are given below:

To analyze the product market position of KY's steel products.

To identify the effectiveness or trade promotional tools.

To evaluate the existing channel of distribution of KY steel products.

To know the pricing system of the company.

To put forward some recommendation for strengthening the marketing

activities of the company.


1.3 Research Methodology

To obtain necessary data and information market survey will be conducted only on

Chittagong City. During the study regarding the topic "Marketing mix analysis of

steel companies in Chittagong: A study on KY Steel Mills Ltd." I conducted a

research based on secondary information and primary data. Secondary data consist

of information that already exists somewhere having been collected for another

purpose. I studied the different journals, books, and technical manual, product list of

the company. For graphical data presentation Microsoft Excel has been used.

Primary Data

Primary data consists of information collected for the specific purpose at hand. To

gathering the primary data I used questionnaire. Through this questionnaire I

conducted with the dealers, sub dealers and retailers.

Data Collection

There are many sources by which data such as competitors' information, consumer

information, market condition, market size, promotional data, and company

information is collected. Most of the data was available to the company, while

questionnaire was to be developed to make the survey to have some particular

information. However, the table 1.1 below shows an overview of collecting data.


Table 1.1: Type of sources of information

Sl. No. Types of Information Source

1. Competitors' information

(Facility, commission, gift, incentive)

Market condition

Survey

Company personnel

Survey

2. Market size Historical data

Survey

3. Promotional data Survey

Company personnel

4. Company information

(Company analysis, activities,

distribution, sales force etc.)

Historical data

Company personnel

Annual Report

Research Description

Type of research:

After the problem has been defined carefully the manager and researcher must set

research objectives. Research might have one of three types of objectives. The

objectives of exploratory research is to gather preliminary information that will help to

define the problem and suggest hypothesis Descriptive research is to describe

marketing problems, situation and position or markets such as the market potential

for a product, price, distribution and promotion or the demographics and attitudes of

consumers. Causal research is to test hypothesis about cause and effect

relationships. As our objective is to find out the marketing mix analysis and situation

and position of the company, our proposed research is Descriptive research.

Sample Design:

Sample: A segment of the population selected for research.


Population:

In our research populations are all of the dealers, sub dealers, and retailers. It is not

possible to conduct with all of the dealers, sub dealers, and retailers. I selected 20

dealers, 30-sub dealers and 50 retailers as a sample. Designing the sample requires

three decisions First who is to be surveyed (what sampling unit) the researcher must

determine what information needed and who is most likely to have it.

Sampling Unit:

Our sampling units are the 20 dealers, 30 sub dealers and 50 retailers because the

information needed to identify the market position belongs to those 100 people so

they are our proposed sampling unit. Sample Size:

How many people should be surveyed. In our study sample size is 100, i.e. we

surveyed two markets in Chittagong at Asadgonj and colonel hat. From both the

market we take 50 samples are surveyed.

Sampling Method:

There are two type of sampling procedure (1) Probability sampling (2) Non probability

sampling But the probability sampling costs too high and takes too much time. In the

research there always take non-probability sampling even though their sampling error

cannot be measured. Under non-probability sampling there are four kinds of

methods.

Convenience sampling

Judgment sampling

Quota sampling

Snow-ball sampling

I used non-probability sampling method because I selected a prescribed number of

people in each of several categories from which to obtain information who are good

prospect for accurate information.


Survey Method:

It indicates a structured questionnaire given to respondents and designed to elicit

specific information. There are four types of survey method given below:

1. Telephone interviewing.

2. Personal interviewing,

3. Mail interviewing.

4. Electronic interviewing.

To conduct my survey I used personal interviewing method. Under this method I take

personal in-home interviews. Because I took face-to-face interview with the

population in their shop.

In collecting primary data researchers have a choice of two main research

instruments.

Questionnaire

Mechanical device

As questionnaires are very flexible there are many ways to ask questions.

I have used questionnaire in collecting primary data.

Questionnaire Design

In preparing a questionnaire the marketing researcher must first decide what

questions to ask. Questionnaires frequently leave alit question that should be

answered and include questions that cannot be answered, will not be answered or

need not be answered.

The form of each question can influence the response. Researchers distinguish

between unstructured- questions and structured questions. In structured question

respondents can response in their own words but in unstructured question

respondents can't response in their own; words. Moreover a questionnaire may be an

open-end questions or close-end questions or close-end question or mixed end

questions.


The structure of the questionnaire may even have multiple questions or dichotomous

question and the order of question should be consistent.

I have designed the questionnaire including all open-end questions and

dichotomous questions.

Data Analysis and Interpretation

All categories of respondent's dealers, sub dealers and retailers indicated a rank

ordering of brand preference (product level branding), brand preference (corporate

branding) based on overall performances of steel industries. In case of product level

branding 38% of the dealer, sub dealer, and retailer first preference is cow. Almost

27% second preference is Arabian horse. Hen and Cock are in the third and forth

position consequently. In case of corporate branding almost 36% of the dealer, sub

dealer and retailer first preference is Abul Khair Steel (AKS). 28% second preference

is PHP, almost 21% prefer KY Steel Mills Ltd. and around 15% prefer S. Alam. After

summarizing the rank ordering is obtained with the following calculation AKS total

score is 37 and KY total score is 21.

The result shows the following rank ordering the position of the company is as

follows:

Table 1.2: Company Rank Order

Name of the company Rank

Abul Khair Steel (Cow) 1

PHP (Arabian Horse) 2

KY (Hen) 3

S. Alam (Cock) 4


1.4 Scope

During my OCP program I was assigned with the topic "Marketing mix analysis

of steel companies in Chittagong: A study on KY Steel Mills Ltd."I So I

worked to find out the market position of KY Steel mills Ltd in the total Steel market of

Chittagong. In the two months duration of my OCP program I worked only in

Chittagong metropolitan area with the issue of Steel market. Basically in Chittagong

there are two Steel markets named Asadgonj market and Colonel Hat market. We

have surveyed both the markets. For my working purpose I studied several journal,

books and report. It is not possible to work in the whole Bangladesh. Within these

two months I studied about the total steel market of Chittagong from different

publications. Besides this for colleting data purpose I have observed the following

departments in KY steel:

Accounts and finance department.

Sales and marketing department.

Commercial department.

Human resource department.

IT department

Production department.


1.5 Limitation of the Study

Limitation acts as barriers to do something. Like all other researchers I have also

faced some limitations. But I have tried to the extreme level to collect the maximum

information from different sources & from the Steel Division office but this report is

not free from short faults. While I preparing this report I faced some problems. These

are as follows:

The annual report of the KY was not provided much information that I need.

Time is another constraint In a short period of time of few months it is very

difficult to prepare a research report.

My personal limitation also contributes greatly in making the study less

perfect then desired.

Most of the employees are loyal about their company for that they do not try

to disclose the data, which create bad impact about the company.

It was really hard to manage every dealers and retailers to get answer to the

questions included in the questionnaire.

The area was specified as well. The survey was conducted only based on

Chittagong city. As a result, this did not represent the overall situation I

throughout the country.


CHAPTER-TWOA BRIEF HISTORY OF KDS GROUP


2.1 A Brief History of KDS Group

This group is a well-known one in Bangladesh with major business in export

of garments to all parts of the world. It is true of success for the Group

established in 1983, with long-term vision, dedication and determination the

Group has established itself successfully within a very short period of time

and its present yearly turnover is about 2200 Core Taka. It employs more than

13,000 people in its various establishments. KDS implies Khalil, Dilruba and

Salim.

The iron and steel sector are vital in the economic and industrial development

of any country. With a view of these requirements, KY has introduced

themselves in the steel sector in Bangladesh. K and Y imply Khalil and Yasin.

The KDS group came in the industrial sector of Bangladesh to establish their

philosophy. They believe that their name is their mission; their slogan for the

future, a vivid realization, a goal and a commitment, to people, to country, this

is the promise.

Galvanized plain sheets and corrugated iron sheets (GP/CI) are value added

steel products, which are sturdy, lightweight, bright and corrosion resistant.

KY produces this product from their own raw materials that is CR coil under

their own factories and doing this purpose KY imports the HR coil mainly from

Japan, Korea and India etc. KY also sells this CR coil inside the country which

companies produce CI sheets. But in this report I want to give emphasis on CI

sheets, which is a corrugated iron sheet and it has a major application in

domestic and industrial roofing and negligible uses in rolling shutters. There

are several kinds of CI sheet companies in Bangladesh and KY steel mills ltd.

is one of them. It's completely an individual private Ltd. Company.

Al Hajj Khalilur Rahman as the chairman & managing director of KDS group

are always very pleased to employee who brings the organization to a strong

position. He has tested all roads and stayed ahead of the competition time

and time again. This has been possible by continuous capital investments in

the various sectors where the organization is involved. This not only proves


how determined and focused the group in achieving the goals for the future

but also depicts how it intends to play an important role in the socio-economic

development of Bangladesh.

Getting to be the one of the largest & most diversified business group in

Bangladesh was a long & hard road to tread. KDS is still continuing on the

journey of growth, diversity & achievement. The growth has been one of the

most significant in each area of operation. This was made possible by the

strong drive of the management & continuous dedicated hard work of the rest

of its team. KDS employees are more than 13,000 people in all its operation.

This has been recognized as one of the largest employments & there by

making it's contribution in the socioeconomic structure of the country.

2.2. Success of KDS Group

The potential of the readymade Garments manufacturing industry was first

brought to light in the late 70s. The country being in its primary stage, having

independence for only a few years was in a rather vulnerable situation as far

as international trade was concerned.

Thus, it was mainly with the perseverance of the few entrepreneurs, who

visualized the future of Garments industry; the path of the industry was laid in

Bangladesh. One of those visionaries was Mr. Khalilur Rahman the founder of

the KDS Group.

Recognizing that the basics that the industry required was available in

Bangladesh, Mr. Rahman set up one of the first garment manufacturing units

in Bangladesh, KDS garments industry Ltd. on sep. 11, 1983. 300 men and

women on one single floor worked eagerly to build a future together.


Since then, KDS never stopped growing. Numerous struggles and hurdles

had to be toppled before the company started to take shape to its present size

and structure.

KDS set up its first accessories plant in a location just 5 minutes away from

the mother plant. Following that a series of accessories manufacturing units

were set up in the same location to support the mother industry, and soon it

formed an independent operational division, the KDS accessories division.

Apart from the accessories, KDS establish its own washing, Quilting and E

embroidery plants to meet its growing needs of the international market.

Export of readymade garments is mainly to the USA. But KDS identified

different markets around the world.

The KDS Textiles Mills was its latest ambition related to the mother industry,

which is gradually turning into a reality as it is now due to go into production

early 1999.

In 1985 KDS explored a completely different field. The steel industry, KIY

Steel Mills Ltd was an established producing Galvanized CI sheet mainly

consumed locally. With the immediate results of KIY, the Plant Was Expanded

To doubles Its Original Size By 1995.

With a steady growth, KDS has also made major investments in several

Financial Institutions (Bank) as well as insurance companies and even in

stocks and securities in the country and has acquired Directorship in each.

It remains to be the pride of KDS that it grew to be one of the largest groups

of industries in the country within only a decade.

Today, after 25 years of KDS, the group has a total turnover of over US $ 480

million. The entire Group has now around 13000 people in its different

division.


This sincere effort has been duly recognized and KDS thus been the proud

recipient of many International awards and the National Export trophy each

year since 1985.KDS, always looking forward to changes as opportunities.

The group has got four major divisions with a number of group companies

within each division as mentioned below. Besides, company has got liaison

offices in abroad also.

Box 2.1

GarmentsDivision

AccessoriesDivision

InformationTechnology

Division

Steel Division

KDS Garments Industries Ltd.

Five Star Corporation

Shaindir Garments

HN Garments Ltd.

Moon Apparels KHS Enterprise KS Apparels KDS Quilting Star Apparels Modern

Apparels, KDS Washing

Plant KDS Textiles

Mills Ltd. KDS Embroidery

Plant KDS Knitting &

Dying Ind. Ltd. KDS Screen

Printing Ind. Ltd.

KDS Poly Industries Ltd.

KDS Plastic Industries Ltd.

KDS Printing Industries Ltd.

KDS Packaging Industries Ltd.

KDS Label Printing Industries Ltd.

KDS Cotton Poly Thread Industries Ltd.

KDS Offset Printing Industries Ltd.

KDS Screen Printing Industries Ltd.

KDS Information Technologies Ltd.

KIY Steel Industries Ltd.

KY Steel Mills Ltd.

KY CR Coil Industries Ltd.

The Garment and Accessories divisions have integrated vertically all the

activities starting from textile fabrication to printing of labels and the group is

totally independent in manufacturing and exporting garments to abroad.

Venture in steel business is relatively new for this group but it has already

become a player to recon with. In 2001 the Steel division has completed a


massive green field project for Cold Roll Steel Production with installed

capacity of 1,50,000 Metric Ton of CR Sheet using German technology, which

is the first of such kind in Asia.

2.3 Company Profile

KY Steel Mills Limited

The Company being a member of Steel Division was established in the year

1992 with its factory at Kumira on the Chittagong-Dhaka highway about 30

Km from Chittagong City. The company is manufacturing corrugated

galvanized sheets from Cold Rolled (CR) Steel Sheets of varying thick

nesses. Presently the company has got four manuals and one automatic

galvanizing line with a total production capacity of about 6000 MT of

galvanized sheets of various sizes per month.

Bangladesh doesn't have any steel manufacturing plant and accordingly

importing processed raw materials for manufacturing steel based products.

CR is one of such raw materials Bangladesh used to import. Recently the

country got few cold rolled plants, which use imported Hot Rolled (HR) sheet

as the raw material. The Cold Rolled plant (KYCR Coil Industries Ltd.) of the

group now supply the raw material for KY Steel and thereby completed one of

the major integration in the steel based production.

Corrugated galvanized sheets are being widely used in Bangladesh as roofing

materials and also for making the sidewalls of the huts. Present annual sales

of the company are approximately 60,000 Metric Ton of corrugated sheet.

Company has got its office in Chittagong city and also got liaison office at

Dhaka. Sales are generally done through major dealers. Total number of

permanent employees at the factory is about 160 where as in the office the

number is about 60.


KIY Steel Industries Limited

The Company being a member of Steel Division was established in the year

1989, 8th November with its factory at Kumira on the Chittagong-Dhaka

highway about 30 Km from Chittagong city. The company is manufacturing

corrugated galvanized sheets from Cold Rolled (CR) Steel Sheets of varying

thick nesses. Presently the company has got two manuals and one automatic

galvanizing line with a total production capacity of about 2,000 MT of

galvanized sheets of various sizes per month.

Bangladesh doesn't have any steel manufacturing plant and accordingly

importing processed raw materials for manufacturing steel based products.

CR is one of such raw materials Bangladesh used to import. Recently the

country got few cold rolled plants, which use imported Hot Rolled sheet as the

raw material. The Cold Rolled plant (KYCR Coil Industries Ltd.) of the group

now supply the raw material for KY Steel and thereby completed one of the

major integration in the steel based production.

Corrugated galvanized sheets are being widely used in Bangladesh as roofing

materials and also for making the sidewalls of the huts. Present annual sales

of the company are approximately 60,000 Metric Ton of corrugated sheet.

Company has got its office in Chittagong city and also got liaison office at

Dhaka. Sales are generally done through major dealers. Total number of

permanent employees at the factory is about 100 permanent & 40 casual

workers, whereas in the office the number is about 30.


Box 2.2

Established Year 1989

Size of Facility 2,80,8000 sq ft.

Markets Served 15 % of the total market share of Bangladesh

Major Customers Domestic sale through company's authorized agents

Average annual sales $ 40,000,000

Capital investment $ 6,000,000

Material used Cold Rolling Coil (JISG3141)

Number of employee 259

Shift worked 3 Shift

Machines 5 Galvanizing Lines

Quality 212 to 222, J/S G3302


2.4Company Address

Box 2.3

Head office

255 Nasirabad l/A, Chittagong 4211, BangladeshTel: 88031681240-4, 031-2580291-2

Fax: 88031682836Tel: 031-2580341-5

88031681398E-mail: [email protected]

Box 2.4

Dhaka office

House # 99, Road # 4, Block # B, Banani,Dhaka, Bangladesh.Tel: 88029880894

88028821722Fax:88028825218

E-mail: [email protected]

Box 2.5

Hong Kong Office

Unit B 7/F, Hoing Kui Mansion,311 Nathan Road, Jordon, Kowloon, Hong Kong.

Tel: 85223691393, 85223691254.Fax: 85223110314

E-mail: [email protected].

Box 2.6

Registered Office

1, Haji Amir Ali Chowdhury RoadKhatungonj, Chittagong, Bangladesh

Tel: 88031610279, 88031633854 and 88031610661Fax: 88031610753

E-mail: [email protected]


mailto:[email protected]

mailto:[email protected]

2.5 Company Mission

The mission of the company is to be the best company in our industry and it is

our policy to deliver Total Quality goods and services to all customers. We will

accomplish this by means of the following actions:

Strive to satisfy and to exceed customers' expectations and to be

accurate and on time with all deliverables.

Focus on continuous improvement in all quality related activities and

seek to prevent errors and eliminate the foot cause of problem.

Educate, train and quality our employees so that they can perform their

tasks in accordance with the established quality standards and

contribute to improvement efforts.

Develop and maintain mutually beneficial relationship with suppliers to

assure a stable supply of quality materials and services.

Maintain competitive prices & superior financial performance by

eliminating waste wherever it occurs.


2.6 Financial Performance

KY Steel Mills Ltd. is one of the prominent CI sheets marketing companies in

Bangladesh. Its main task is to market steel product throughout the country.

Since KY itself is a marketing company, the overall activities and operations of

it are obviously marketing oriented. Marketing is the nucleus of KY's whole

operating system on the basis of which the whole organization has been

designed, operating and existing. So, marketing has some real direct impact

on different activities of KY steel. Very logically marketing has a significant

impact on its financial activities tricks for the duration of the years has located

very affirmative impact on the company's financial regulation and

development.

Table: 2.1: As per audited balance sheet for bank 2006

Sales Net Profit Net worth


921,284,152 48,207,574 1,077,277,086

KY Steel Mills Ltd.

1,206,295,284 54,471,299 928,806,494

Source: Company's Accounts Department

Table: 2.2: As per audited balance sheet for bank 2007

Sales Net Profit Net worth


914,348,359 31,169,227 1,108,446315

KY Steel Mills Ltd.

1,507,142,093 48,784,344 977,590,838



Table: 2.3: Three years financial data

Particulars July-2007 July-2006 July-2005

Paid Up Capital 1,450,000 1,450,000 1,450,000

Reserve and Surplus 3,1900,000 18,850,000 7,975,000

Capital Employed 334,578,650 322,578,000 305,078,450

Turnover 1,289,576,000 1,208,334,300 302,192,000

Gross Margin 159,875,600 147,865,450 30,145,600

Profit Before Tax 13,050,000 10,875,000 7,975,000

Profit After Tax 12,658,500 10,548,750 7,735,750

Basic Earning Per Share (Taka)

900 750 550

Man Power (Nos.) 220 184 144

Officer 60 38 22

Staff and Workers 160 146 122



2.7 Organization Structure

Figure 2.2: The Organ Gram of KY Steel Mills Limited


Chairman

KDS Group Director

E.D.

KDS Steel Director

Finance & Accounts Department

Commercial Department

HR &Administrative Department

Quality control Department

Sales & Marketing Department

Sales Department (Tender & Wastages)

I.T.Department

Managers Managers ManagersManagers

Managers

Officers Officers OfficersOfficers

Officers

Stuffs Stuffs Stuffs Stuffs

Stuffs

Q.C Managers

Q.C. Officers

Stuffs G.M (Factory)

Production Dept. Engineering dept.

Managers

Officers

Stuffs

Chief Engineer

Officers

Stuffs

M.D

2.8 Departments of KY Steel

KY steel mills Ltd. has divided its total organization into various departments

and dressed them with positions as required for smooth functioning and

achieving the target of the organization. KY steel has different departments-

Finance and Accounts Departments, Commercial Department, HR &

Administrative Department, Quality Control Department, Sales and Marketing

Department and sales Department (Tender & Wastage), IT Department

having a head. This has been clearly mentioned above.

Chairman of KDS group is the all in all in KY steel division. Worth mentionable

decisions are taken by him. KDS group director, KDS steel director, Managing

director; Executive director is the part and parcel of KY steel. So, they take

minor decisions. Each and every department has separate head or manager.

Managers operate their departments with the help of officers and staffs. So,

the responsibility of officers and staffs goes to the head of the department.

Similarly the responsibility of head of the department goes to the company

director as well as to the chairman.


2.9 SWOT Analysis of KY Steel Mills

Table 2.4

Strength Weakness

Durability of GL sheet.

Smooth waves

A company of high quality products.

Largest steel industry in Bangladesh.

European standard quality.

One of the oldest brands in the market.

Distribution

Price is slightly more than competitors.

Low brand visibility.

Low quality of CGL sheet.

Provides D/O lately.

Opportunity Threat

High cost of concreter materials.

Others competitor's products are not up

to the mark.

Still rural and undeveloped area.

Company can set up dealers and

sub dealers in different territory through

out the country.

Transport facility.

Company can give rate facility and

credit facility like other competitors.

Providing new product advance NOF

(non oxidizing furnace)

High visibility of major brands in terms

of communication.

Competitors well developed

distribution system

New competitors

Poor and rural people are CI sheet

consumers. So, price is going to be far

beyond from their ability.


2.10 Product Outline

The product of KY Steel is Corrugated Galvanized (CG) Sheet of various

thickness, length and width. The primary raw material for production is cold

rolled sheet and zinc to provide anticorrosive coating on that sheet. The Cold

rolled sheet (later referred as CR sheet) is the product of Cold Rolling mill. As

mentioned earlier there was no such CR mill earlier in the country and all the

CG sheet manufacturers used to import CR sheet as raw material. Recently

few indigenous sources are available for the CR sheet. CR sheets are

produced from Hot rolled sheets which is the output of full-fledged steel plant.

Till date no such plant is available in the country and everyone manufacturing

CR sheet by importing the HR sheet from foreign countries like Japan,

Thailand, and India. Following flowchart shall explain the path of formation of

CG sheet starting from the iron ore.

Figure 2.1: Flow Chart of KY Factory Activities

Before going into the specific detail of company's product, some discussions

may be relevant about the technology of steel manufacturing for better

understanding of the sales team. The manufacturing process starts from the

raw materials, which are mainly iron ore lumps and fluxes such as limestone,


Iron ore/limestone etc.

SteelManufacturingPlant

Hot Rolling Plant Hot Rolled

Sheets

Cold RollingPlantCold Rolled

Sheets

GalvanizationPlant Zinc for

galvanization

CorrugatedGalvanizedSheet

dolomite etc. Few technological options are available for conversion of iron

ore into steel products. A schematic diagram has been developed to explain

those processes; arrows represent the links between them.

General Idea about Product

As already mentioned corrugated galvanized sheet is fabricated from the Cold

rolled steel sheet of varying thick nesses. Now for discussions, specifically on

the product, let us go back to the HR sheets, which is the raw material for CR

Plant. Some of the specifications of the HR Coil, being imported by the CR

Plant are as follows.

i) 1.6 mm x 777 mm

ii) 1.8 mm x 840 mm

iii) 2.0 mm x 915 mm

Let us explain the above specifications. Apart from quality of steel (which is

out the scope of this manual) dimensions are included in that. Being rolled

sheet, only two dimensions are required for identification namely thickness

and width. The specification in sl. no. (I) means that the thickness of the sheet

is 1.6 mm and width is 777 mm. These two are very important with respect to

the specification of the final product.

In the Cold rolling plant the HR Coils are rolled in the room temperature to

reduce the thickness. The degree of reduction depends on the number of

passes, i.e. the number of times the sheet is rolled. For example the 1.8 mm

HR sheet may be converted into CR sheet of following thickness in mm.

0.156 0.160 0.170 0.176 0.180 0.186 0.190 0.196 0.200 0.210

If the width of the sheet is 0.20 mm or 0 16 mm then reduction of thickness

may take place as follows. For 0.16 mm thick sheet

0.120 0.125 0.130 0.140 0.150


For 0.20 mm thick sheet

0.220 0.230 0.240 0.250 0.260 0.270 0.280 0.290 0.300 0.310

0.320 0.330 0.340 0.350 0.360 0.370 0.380 0.390 0.400

Now what would be the width of the sheet? There is no scope of change of

the original width i.e. 840 mm in this case and the original width of HR coil

would be carried throughout the entire transformation. So it is clear that width

of the galvanized sheet would be identical as that of the HR coil. Once

galvanization process is complete then the sheet is passed through the

corrugation machine and then some proportion as reduces effective width of

the coil explained below.

The reduction of width will depend of the depth of corrugation, but we can

assume a reduction of 12-15% of the original width. The depth of corrugation

is varied as per the requirements of the final width. However it may be

mentioned that for effectiveness, a minimum corrugation is required beyond

which the sheet will not serve its purpose of protection.

The range of thickness for the CR sheet starts from as low as about 0.11 mm

and ends at 0.4 mm depending on the thickness of original HR sheet used.

The lower thickness variety is generally used for sidewalls, boundaries etc.

whereas comparatively thicker materials are used for construction of roof.

Sheets are available in five lengths between 6 ft and 10 ft, with increment of 1

foot. Width of the sheet also varies from 27 inch to 32 inch as explained

above. Generally the width increases with the thickness as we can see that

1.6 mm HR has got a width of 777 mm whereas width of 2.0 mm HR sheet is

915 mm.


CHAPTER-THREEFINDINGS & ANALYSIS


There are four elements of marketing mix. These are product, price, place,

and promotion.

3.1 Product:

Product Type Preferences:

Product means anything that can be offered to a market for attention,

acquisition, use, or consumption that might satisfy a want or need. There are

basically two types of products in the market. These are Galvanizing Line

(GL) and Continuous Galvanizing Line (CGL). In the study it is found that

almost twenty percent respondents prefer to sell only GL ten percent is

interested to CGL.Though, around seventy percent of respondents are

interested to sell both GL and CGL. The finding is given in the following table:

Table 3.1: Product Type Preferences

Types of Product Response in no. % Of Shop Sales

G.L. 20 20%

C.G.L 10 10%

BOTH 70 70%

Total 100 100%

Figure-3.1: Product Type Preferences

The above findings can be explained by the product quality analysis, where it

is said that the zinc level in GL is higher than CGL.


Product Type Preferences

G.L.20%

C.G.L10%

BOTH70%

G.L.

C.G.L

BOTH

Product size Preferences:

There are basically seven sizes (width) of products in the market. These are

26", 27", 28", 29", 30", 31", and 32". In the study it is found that almost twenty

percent respondents prefer to sell 30" where only seven percent respondent is

interested to sell 31". From the study it is also found that nineteen percent and

fifteen percent respondents prefer to sell 28" and 27" respectively. Only

sixteen percent, fourteen percent and nine percent respondents are interested

to sell 26", 29" and 32" respectively. The finding is given in the following table:

Table 3.2: Product size Preferences

Width (inches) Response in no. % Demanded in the Market

26" 16 16%27" 15 15%28" 19 19%29" 14 14%30" 20 20%31" 7 7%32" 9 9%

Total 100 100%

Figure 3.2: Product size preferences

The above findings can be explained by the product quality analysis, where it

is said that though the size of 30", 31" and 32" are highly demanded in the

market but due to the increasing price of CI sheets day by day the demand of

28", 29" and 30" increases.


Width demanded in the market

26"16%

27"15%

28"19%

29"14%

30"20%

31"7%

32"9%

26"

27"

28"

29"

30"

31"

32"

Brand Preferences:

In the market driven economy branding becomes the most important part of

product management in marketing. In the study, it is found that companies are

managing brand by following two strategies at a time. These are product level

branding and corporate branding. There is a close relationship in the success

of both strategies. AKS is holding highest mind share in both the cases. But

PHP is successful in corporate branding where it is holding second position in

mind share in a situation where the company also the second position in

product level branding. KY is not successful in product level branding where it

is holding third position in mind share in a situation where the company has

the third position in corporate branding. And S. Alam is holding bad mind

share in both the cases. It is holding lowest position in corporate branding &

product level branding.

Table 3.3: Brand Preference (Product Level Branding) by Respondents

Seal Response in no. % Of PreferencesAKS (COW) 38 38%PHP (HORSE) 27 27%KY (HEN) 21 21%S. ALAM (COCK) 14 14%

TOTAL 100 100%

Figure 3.3: Product Level Branding


Product level branding

S. A (COCK)14%

K. y. (hen)21%

A. K.S (COW)38%

P.H.P (horse)27%

S. A (COCK)

K. y. (hen)

A. K.S (COW)

P.H.P (horse)

Table 3.4: Brand Preference (Corporate Branding) by Respondents

Brand Name % Of Preference in the Market

Response in no.

AKS 36% 36PHP 28% 28KY 21% 21S. ALAM 15% 15TOTAL 100% 100

Figure 3.4: Corporate Branding

So, it is observed that a very close relationship exist between the success of

corporate level branding and product level branding of different companies in

the market.


36

28

21

15

0

5

10

15

20

25

30

35

40

AKS PHP KY S. Alam

Coporate Branding

Product Complain Handling Procedure:

Some time customers or channel member may have complained about

defective products. The complains are handled in two ways. One is for final

consumers and the other is for channel members. These are discussed

below:

Complain Handling Procedure of Final Consumers:

Earlier, no company responded in case if there was any defective sheet.

Moreover, most of the companies did not compensate the dealers, sub

dealers and retailers for defective CI sheets. But, now, if there are huge

amount of defective sheets found, company sent their sales executives or

sales people for further checking. And finally, sales executives ensure it to the

head office and assure the party that the matter to be considered in the next

delivery order (D/O).

Complaining Procedure of Channel Members:

Dealers, sub dealers and retailers send their complain through telephone or

application or sales executives. At first they sent their complain through

telephone and later they sent application if necessary. Otherwise they

complain to the sales executives directly.


3.2 Price:

Price is an important factor for any organization. Price is the only element in

the marketing mix that produces revenue. The other element produces cost.

Price is also one of the most flexible of the marketing mix, in that it can be

changed quickly, unlike product features and channel commitments. In KY

marketing department and the chairman of the group often set price. But

before that chairman of PHP, AKS, S. ALAM, KY sit together to make a

specific price. It is also called syndicated price policy. After setting the price

there is a long discussion about the rationality and applicability of that price.

The GM of marketing along with higher marketing officials often gets

preference to comment on that price. After making necessary adjustment by

the management the final price is approved. There was a time when Abul

Khair steel was the leader in steel market and therefore operated its business

monopoly. But at present the situation is fully different from the previous one.

Now the syndicated members determine the price. No one have the power

over pricing.

Pricing method:

Every company may follow any or more than one of the following pricing

method.

These are:

1. Markup pricing.

2. Targets return pricing.

3. Perceived value pricing.

4. Value pricing.

5. Psychological pricing.

And these pricing methods are stand upon some pricing approaches. These

are:

1. Cost based pricing

2. Buyer based pricing.

3. Competition based pricing.


Among these approaches KY commonly follows cost based pricing. Under

cost based pricing the costs are calculated based on product unit and fixed

costs are considered in determination of price. All the cost related with a

single unit of product (Material cost, Overhead cost, Govt. charge etc) is

calculated at first. Then a certain some of profit is added to the cost. The profit

margin is varied among the product lines. The selling price of a product

retains the following cost in a certain proportion.

Price receiving system:

KY steel does not receive cash. It receives Telephonic Transfer (TT), Demand

Draft (DD), and Pay Order (PO), Pay in Slip (PIS) etc.


3.3 Distribution:

Marketing channel decisions are among the most critical decisions facing

management. Marketing channel can be viewed as sets of interdependent

organizations involved in the process of marketing a product or services

available for use or consumption. PHP follows 1 level channel. A lion share of

PHP NOF's products is distributed to the customer through dealers. But other

companies are following both 0 level and 1 level channel of distribution.

PHP:

1 level channel

AK, KY, S ALAM:

0 level channel

l level channel

Preference to Purchase from the Factory:

There are basically two types of customer in the market. These are (1)

interested and (2) not interested to purchase directly from the factory. In the

study it is found that almost Fifteen percent respondents are not interested to

purchase directly from the factory where eighty five percent respondents

interested. The finding is given in the following table:


Factory Dealer Consumer

Factory Consumer

Factory Dealer Consumer

Table 3.5: Preference to purchase from factory

Directly Purchase from the Factory

Response in no. % Of Preferences

Interested 85 85%

Not Interested 15 15%

Total 100 100%

Figure: 3.5: Preference to purchase from factory

Although they are interested they don't purchase directly from the factory due

to huge capital. To buy from the factory directly customer has to purchase

bulk amount of products. It needs huge capital. So, it is not possible for all

parties to invest huge capital. Sometimes they buy from the factory or

sometimes from the second party. The reason behind that is from the second

party they get credit facility, quick delivery facility, low rate facility, and

emergency support facility.

Preferences for Maintaining Storage System:

There are basically two periods in the CI sheet business. These are season

(Dec-Apl), un-season (May-Nov). In the study it is found that fifty five percent

respondents maintain storage system during season and at un-season they

don't maintain storage system due to capital problem. And rest forty five

percent respondents maintain storage system during all season. Because

they have no capital problem. The finding is given in the following table:


Interested to purchase from factory

85

15

0102030405060708090

Interested Not Interested

Table 3.6: Preferences for maintaining storage

Time/Period Response in no. % Of Shops Maintain Storage

Season (Dec.-Apr.) 55 55%

All Season 45 45%

Total 100 100%

Figure 3.6: Preferences for maintaining storage

The above finding can be explained by the product storage system analysis

where it is said that at season the demand of CI sheet is higher than all

season. As we know in the CI sheet business it requires huge amount of

capital. Moreover the price of CI sheet increases 5 times more than the earlier

price due to the increasing rate of zinc & HR coil in the world market. At that

moment they depend on rolling. On an average those who have big business

store 200-500 ton and it's always keep rolling. On the other hand the small

sub dealer store 50-100 ton.

Preference for Nature of Business Store:

There are basically 3 types of business store are doing their business in the

market. These are wholesaler, retailer, and retailer cum wholesaler. In the

study it is found that around sixty percent business stores are retailer cum

wholesaler, which is followed, by the retailer where almost Thirty five percent

is retailer and rest five percent is wholesaler. The finding is given in the

following table:


55

45

0

10

20

30

40

50

60

Season (Dec.-Apr.) All Season

Maintaining storage system

Table 3.7: Preference for nature of business store

Nature Response in no. % Of Shop Sales

Wholesaler 5 5%

Retailer 35 35%

Retailer Cum Wholesaler 60 60%

Total 100 100%

Figure 3.7: Preference for nature of business store

The above findings can be explained by the nature of business store analysis

where it is said that the number of retailer cum wholesaler is in the highest

position in both Colonel Hat and Asadgonj market. Retailer and wholesaler

are in the second and third position consequently.


0

10

20

30

40

50

60

Wholesaler Retailer Retailer CumWholesaler

Nature of business store

3.4 Promotion:

Company must communicate with their present and potential customers.

Every company is inevitably cast in to role of communicator and promoter.

When a product in mature position, promotion is an important tool to maintain

or increase market share. For communicating with the customer five major

communications tools may be used. These are:

Advertising

Personal selling

Sales promotion

Direct marketing

Public relations and publicity

All companies are little bit following the above promotional tools. But they also

provide some facilities are given below:

ABUL KHAIR STEEL:

At present they don't maintain dealership. Previously they had given

dealership facility on credit in the market. But now a day any retailers can take

products from the factory directly. The company reaches their products to the

customer by their own transport. So, company provides transport facility

without taking delivery charge. Moreover to monitor the market there always

exists 3 sales executives. If any fault arises in the CI sheets sales executives

handle the problems. Company provides credit facility for their potential

customer or dealers. Sometimes company arranges annual party for their

potential customers.

PHP:

There are 3 dealers in this market. Company sells their product only their

authorized dealers. In this way they help the dealers to the business in a

particular market. Other retailers take from the PHP dealer. Dealer gets rate

facility or commission from the company.


KY:

There are few KY dealers in the Asadgonj and Colonel Hat market. Dealer

gets the rate facility or commission from the company. Most of the dealers are

relatives of the chairman of KDS group. So, in this way company helps the

dealers to do the business. But any retailer can take products from the

factory. Moreover KY registered office is situated in the Asadgonj market.

Bank documents collection, handling complaints etc. activities are done by the

registered office. Company provides facility on C.G.L products. They don't

provide facility on G.L products. Because their G.L products are highly

demanded in the market. There always exists one sales & marketing

executive to monitor the Asadgonj and Colonel Hat market.

S. ALAM:

From the survey we have found that there are uncountable dealers in the

Asadgonj market rather than Colonel hat market. Dealer gets the rate facility

or commission from the company. People who had involved in job in S. ALAM

group before can get the dealership very easily. So, they help the dealers to

the business. But any retailer can take products from the factory. Moreover S.

ALAM head office is situated in the Asadgonj market. That's why if any

problem arises they can solve it very easily. S. ALAM steel is popular

especially to the local people than any other company. It's a traditional

company.

Channel Members Preference for Gift Items:

There are two kinds of promotion. These are business promotion and trade

promotion. This study tried to identify the expected gift items by the channel

members as part of the trade promotional tools. In the study it is found that

around forty three percent respondents prefer umbrella, which is followed by

T-shirt where almost thirty four percent customers preferred T-shirt.


Table 3.8: Channel Members Preference for Gift Item (Trade Promotion)

Gift Hampers Preferred BY Customers

Response in no. % Of Customers

Umbrella 43 43%

T-Shirt 34 34%

Calendar 17 17%

Desk Calendar 3 3%

Watch 3 3%

Total 100 100%

Figure 3.8: Channel Members Preference for Gift Item (Trade Promotion)

Seventeen percent of the respondents preferred Calendar. Only three percent

respondents like desk calendar and watches as a promotional item given by

the manufacturer. This preference expectation can be explained by the users'

criteria. Since the support employees of channel members use the gift

hampers they prefer umbrella and T-shirt. If the members used the gifts

directly they may prefer Watch or desk calendar.


PREFERRED GIFT HAMPER

43%

34%

17%

3% 3%

Umbrella

T-Shirt

Calendar

Desk Calender

Watch

3.5 Findings:

Problems of KY Steel in Handing Marketing Activities:

1. The CGL product quality of KY steel is not better then PHP.

2. Now a days the size which is based on width 30" 31" 32" are highly

demanded in market. The consumers who use the C.I sheet are poor &

stay in the rural area. They have no capacity to buy those C.I. sheets,

due to high price.

3. In the study it is found that companies are managing brand by following

two strategies at a time. Those are product level branding & corporate

level branding. KY holds 3rd position in both levels.

4. The syndicate determines the price of C.I. Sheet. The chairman of four

C.I. sheet company named KY, AKS, PHP, S. Alam have formed a

syndicate. They control the price in the C.I. sheet market, which is

increasing day by day, but it's burden for consumer.

5. The competitor of KY like as AKS, PHP have given rate & credit

facilities for their dealers.

6. The excess charge of TAX & VAT imposed by government on the

import of HR Coil. As a result C.I sheet price ultimate increase.

7. Some of dealer / trader store their product only in peak season. It

causes problem for the actual dealer who buy product whole year.

8. The Company have not sufficient executive in the market to supervise

the dealer, sub dealer, retailer and consumer to solve their problems.

9. There have no reward system in KY over the dealer, sub dealer and

retailer on a monthly or yearly basis. So that they can motivate the customer

to sale company product.

10. Transportation is another factor to increase the price.


CHAPTER-FOURRECOMMENDATION & CONCLUSION


4.1 Recommendations

1. The CGL product quality to be ensure better from PHP.

2. The syndicate should set a reasonable price for the consumer on

behalf of their buying capacity.

3. KY should concentrate to increase their branding image to establish

their product is the market.

4. Its should follow up the purchasing capacity of consumer and company

should determine the price of C.I. sheet.

5. KY also should give rate and credit facilities for their dealer.

6. Government can reduce the tax and vat of HR coil. It affect the price of

C.I. sheet therefore the consumer can buy this product at a cheaper

rate.

7. Company should concentrate on those dealers who maintain storage in

peak and off-season. They are real prospect for the company.

8. Company should recruit sufficient employee at clonel hat & Asadganj

market to look after the dealer, sub dealer, Retailer and consumer for

their problem & complaints.

9. Reward can motivate the dealer for selling the product. So company

should have plan for rewarding the dealer, sub dealer and retailer.

Reward like presenting TV, freeze, computer or cash discount.

10. Company should give transport facility for the dealer. So that there cost

will be minimized.


4.2 Conclusion

The company or the marketers need to conduct more marketing research

using professionals to find out the actual market position. Customers or end

users are the main strength for any company, so marketers need to evaluate

the customers' response to the company. Then, company can adopt the

appropriate marketing strategies. As the steel market is becoming competitive

day-by-day, company needs to take challenging strategies to gain competitive

advantage.

From the analysis it is found that KY steel position is up growing. KY is very

close to the PHP. To gain the competitive advantage KY can attack their

competitors.

Based on the study few possible recommendations have been made for the

betterment of the company. If these recommendations can be followed it can

be expected that in future the market of the KY Steel Mills Limited will expand

further earning more reliability and reputation.


4.3 References

1. Kotler P., "Marketing Management", 11th edition, Pearson Education,

Inc. Upper Saddle River, New Jersey, 2005, pp 393-400.

2. Malhotra N. K., "Marketing Research", 5th edition, Pearson Education,

Inc. Upper Saddle River, New Jersey, 2005, pp 72-100, 312-340.

3. Hall C. W. L & Jones G. R., "Strategic Management", 4th edition,

Houghton Mifflin Company, New York, 2000.

4. Kotler P. & Armstrong G., "Principles of Marketing", 9th edition,

Prentice-Hall, Inc. Upper Saddle River, New Jersey, 2003, pp 291-560.

5. Decenzo D. A. & Robbins S. P., "Human Resource Management", 7th

edition, John Wiley & Sons, Inc. New York, 2002.

6. Company sales manual.

7. Company annual report.

8. Http: // www.kdsqroup.net .


http://www.kdsqroup.net/

4.4 Appendix

Shop Name: Location:

Proprietor Name: Cell No.:

Manager: Date:

1) What type of item do you sell with individual size?

A) GL B) CGL C) NOF

2) Which seal do you prefer?

...........................................

3) Which width is demanded in the market? (Inches)

a) 26 b) 27 c) 28 d) 29 e) 30 f) 31 g) 32

4) Are you interested to purchase directly from the factory, why?

a) Yes b) No.

……………………………………………………………………

5) Are you doing business with other company? (If yes what type of facility they

provide)

COMPANY NAME FACILITY

Abul Khair Steel

P.H.P

KY Steel

S. Alam


6) Do you maintain storage system? If yes when & how many quantity?...........................................................................................................

7) Are you wholesaler or retailer or retailer come wholesaler?...........................................................................................................

8) If you are retailer how many shops you cover?...........................................................................................................

9) If you are wholesaler in how many outlets you worked? How many credits exist in the market?

...........................................................................................................

10) In the market which brand is more preferable by the customer & why? (Key competitor)

...........................................................................................................

11) If you get defective sheet from company then which company response earlier?

...........................................................................................................

12) How do you complain to the company?...........................................................................................................

13) How do you maintain the fund arrangement during the season?...........................................................................................................

14) What is your overall expectation from the company in your own point of view?

...........................................................................................................

...........................................................................................................

15) Society is changing. Does it have any impact on this industry? (i.e. people are preparing cemented house instead of DHEW TIN house)

...........................................................................................................

...........................................................................................................

16) What is the future of this industry?

...........................................................................................................

...........................................................................................................


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