The document provides information about Jindal Steel & Power Limited (JSPL), an Indian steel and power company. It discusses JSPL's various product lines including rails, beams, plates, coils, semi-finished steel products, wire rods, TMT bars, ferrochrome, silico manganese, and sponge iron. It provides details on the specifications, applications, and current production levels of these different product categories. The document also includes organizational information about JSPL's marketing office in Kolkata and the key personnel there.

1. A Project Report on Marketing
Of
Jindal Steel & Power Limited
Submitted
to
The Indian Institute of Planning & Management
Submitted by:-
Bishnu Shankar Singh
Batch-SRPM-E-T3
Session: SS-211-13(ISBE-E)
Mob: 9007513568
1

2. Acknowledgement
Apart from my efforts, the success of this project depends largely on the
encouragement and guidance of many others. I take this opportunity to express my
gratitude to the people without whom this project would not have been a success.
I wish to express my gratitude towards Mr. Praveen Kumar, GM (HR Group),
Mr.Kaushik Basu, Sr.DGM (Marketing) / Regional Manager, Mr Pradip
Jaiswal, Deputy Manager (Marketing) and Mr Prabhav Singh, Asst.Manager
(Marketing) for providing me with an opportunity to pursue an internship at JSPL.
I would like to acknowledge the efforts and support of all employee of Kolkata
office (Marketing) for her guidance and support as my guide at JSPL. He was
extremely cooperative and willing to share his valuable experiences with me and
helping me understand the Marketing at JSPL.
I am obliged to the managers who head the Stockyards (EAST, Kolkata)
departments for their cooperation during the internship. Without them I would not
have been able to understand the supply or delivery operation at JSPL.
Bishnu Shankar Singh
2

3. Executive Summary
It was a great opportunity to do this project for Jindal Steel& Power Ltd, sales and
marketing department, Kolkata. The basic objective of the project is how product
is marketed at JSPL. Moreover, to know the current market of JSPL and its
competitors. It was important to know the opinion of the end users about the
quality of the product and usage. Keeping the above objective in mind, every effort
was made to reach to the factual position at the ground level and was tried hard to
figure out the constraints. The primary data collected thereby was of quality and
has thrown up some revealing facts. Detailed analysis of the raw data depicted the
trend prevailing in the market about its market share and other segments of the
marketing which are of immense value. In this era of brand consciousness It
should also try to provide effective discount rate and different programs to attract
more customers as well as retain in the present customers .Other vital things are
maintaining good customer relationship by promotional schemes, raising the credit
limit that is being offered to most of the companies. In fact, the brand of the group
is known for high degree of trust, loyalty, worthy price and dependability. JSPL
are known by their brand and their Endeavour is for carving a niche in whatever
business they are in. JSPL have maintained high standards in addressing
customer grievances and I‘m sure that the outcome of this study will be taken in
the right perspective and hope it will act as a tool for improving the quality of
products and services.
3

4. Content
SL.NO Particular PAGE NO
Part I: Essential Company Information: 1 - 14
i. Company Product-Market scope
ii. Current Product Portfolio and Position in the Market
iii. Competitive scenario-Present and potential
Part II: The Content 15 - 26
i. Define the live problem or topic of the project working on
ii. Objective of the topic or the study
iii. Sources of data collection
iv. Report of Data Collection and Analysis
v. Findings and Observations
vi. Recommendations
vii. Conclusion
viii. Bibliography
Part III: Learning from the Internship: 27 - 39
i. Organization Structure
ii. Leadership style of Top Management
iii. Decision making styles
iv. Quality and nature of teamwork
v. Organizational culture
vi. Major strengths/Weaknesses
4

5. Ess e n t i a l C o m p a n y I n f o r m a t i o n
Shri O.PJindal was the Chairman of the Jindal
Organization; He established a successful
business enterprise Jindal Steel and Power under
the flagship of the Jindal Organization, of which
he was the chairman. In November 2004, Jindal
was awarded the prestigious "Life Time
Achievement Award" for his outstanding
contribution to the Indian Steel Industry by the
Bengal Chamber of Commerce and Industry.
According to the latest Forbes' List, he was
Late Shri O .P Jindal
ranked 13th amongst the richest Indians and
placed 548th amongst the richest persons of the
world.
Mr. Naveen Jindal is the Chairman and
Managing Director of Jindal Steel &
Power Limited (JSPL) which is one of the most
efficiently managed steel companies in the world.
The company is a part of the about US$ 15
Billion O.PJindal Group. The company has the
world’s largest coal-based sponge iron capacity
and has established a Rail & Universal Beam
Mill, which is manufacturing the world’s longest
121 meter rails and parallel flange beams
&columns in large sizes for the first time in
India. Mr. Naveen Jindal
5

6. ORGANISATIONAL GUIDE
INFORMATION
Company: - Jindal Steel & Power Ltd. (JSPL)
Web Site: - www.jindalsteelpower.com
Human Resource Department:-
Name : Mr. Praveen Kumar
Designation : General Manager (Group HR)
Marketing Office (Kolkata):-
01.Name : Mr.Kaushik Basu
Designation : Sr.Deputy General Manager (Sr.DGM)
02.Name : Pradip Jaiswal
Designation : Deputy Manager-Marketing
03.Name : Prabhav Singh
Designation : Asst. Manager-Marketing
6

7. Hierarchy of jspl at Kolkata office
7

8. Company Product-Market scope
TYPES OF PRODUCTS marketed:-
1. Rails
2. Parallel Flange Beams
3. Medium & Light Structural Mill
4. Plates & Coils
5. Semi-Finished Products
6. Wire Rods
7. TMT Bars
8. Power
9. Ferro Chrome
10. Silico Manganese
11. Sponge Iron
Rails
Long Rails from JSPL
• Normal grade typified by 710 N/mm2; Minimum UTS
• Wear Resistance Grade typified by 880 N/mm² minimum UTS to 1080
N/mm² UTS
• Crane Rails: CR 80, CR 100 sections
• Track Rails: UIC 54, UIC 60 and IRS 52 sections: Up to 121 m
• Provides 240/484 metre Flash Butt Welded Rails
JSPL is also a preferred supplier for Crane Rails which find widespread usage in
EOT cranes as well as for Gantry Crane operations.
Applications:-
a) Rail track for High speed Trains, Sliding of Power Plants , Refineries,
Cement, Fertilizers and Steel Plant ,etc.
8

9. b) Crane rails for Ports & Harbours, Factories, Mines, Launch Pad, and
Shipyards etc.
Parallel Flange Beam
Product Specifications
• Channels: 250 mm-400 mm
• Welded beams: 350 mm to 3000 mm (fabricated in custom made sizes)
• Universal Beams: 203 x 133 to 610 x 229 mm
• Universal Columns: 152x152 to 356 x 368 mm
• H-Beams as per BIS Code No.IS-12778 are available for sizes up to 900 x
300 mm
JSPL today rolls 28 different sections and over 100 different variants (unit-
weights) of Structural steel including beams columns and channels conferring to
Indian and International series BS/UB/UC/NPB/WPB/IPE/HE
Applications:-
Refineries,Airports,Flyovers,Metro Rail Projects, Shopping Malls,
Power Plants,Stadiums,Cement & Steel Plants & Industrial Sheds.etc
Medium & Light Structural Mill
Product Specifications
EQUAL ANGLES (ISA) 100 – 200 mm
CHANNELS (ISMC) 75 – 300 mm
BEAMS - NPB / IPE 100 – 300 mm
BEAMS - WPB / HE 100 – 200 mm
FLATS 50 – 300 mm
RAILS 30 lb/yd & 24 kg/m.
9

10. Applications:-
Ship Building, Line Pipe, Automotive, Pressure Vessel, Boilers, Pen Stocks,
General Engineering & Fabrication etc.
Plates & Coils
Product Specifications
Discrete Plates Furnace Normalized
Plates
Width 1500 mm - 3500 mm
Max. Length 13
Thickness 7 mm - 120 mm meters
Thickness 40mm -
80mm
Cut to Length Plates Hot Rolled Plates
Width 1500 mm to 2500 Width 1500 mm to
mm 2500 mm
Thickness 7mm – 16 mm Thickness 7 mm – 25
mm
Length 6000 mm – 12500
mm Max. Weight 25 MT
per coil
10

11. Cut to Length Plates Hot Rolled Coils
Width 1500mm to Width 1500 mm to
3000mm 2500 mm
Thickness 7mm - 16mm Thickness 7mm -
25mm
Current production and distribution of plates and coils in various
segments:
General engineering & Railway Wagons
structural fabrication
Oil & Gas
Pressure vessel & boilers pipelines
Bridges & Flyovers Shipbuilding
Applications:-
General Engineering, Structural Fabrication, Bridges & Flyover, Shipbuilding,
Boilers & Pressure Vessels, Railways Wagons, Oil & Gas Pipe Lines.etc.
Semi - finished products
Products Size Range Billets: 130 mm, 150 mm, 165 mm, 200 mm, 250 mm
squares.
Length - up to 13 METRES;
Rhomboidity – 5 mm (max)
Blooms: 285 mm x 390 mm and 280 mm x 320 mm rectangle
Beam: 140 mm, 160 mm, 200 mm, 220 mm, 255 mm, 280 mm,
Blanks: 305 mm, 355 mm diameter
11

12. Rounds: 140 mm, 160 mm, 200 mm, 220 mm, 255 mm, 280 mm, 305 mm, 355
mm
Diameter rounds
Slabs:
Width – 1500 mm to 2600 mm ;
Thickness – 215 mm, 250 mm & 280 mm ;
Length - 3.0metre to 8 metre Rhomboidity – 5 mm max;
Bulging - 2.5 mm max;
Camber – 2 mm per Metre;
Normal cast surface
Applications:-
Beams such as H-Type, I-Type, Box Sections are used mostly in Large support
column, and Beams for manufacturing & Process Plant, Airports, High Rise,
Buildings, Power Plants, Stadiums, Flyovers, Forging Industry, Rolling Units and
Seamless Pipe Manufacturers in India as well as International market of Europe,
South-East Asia, West-Asia and Middle East etc.
Wire rods
Product Specification:-
• Plain Rod : 5.2, 5.5 – 22 mm (in 0.5 mm increments)
• Coil weight : 2.48 ton
• Coild Outside Dia : 1250 mm
• Coil Inside Dia : 850 mm
Dimensional Tolerance
Size (mm) Tolerance (mm) Maximum Ovality (mm)
5.5 – 22.0 +/- 0.10 0.12
12

13. Grades
Low Carbon Grades: SAE 1006/1008/1010/1012/1015/1018/1020,
CAQ Medium Carbon Grades: SAE1030/1035/1038/1040/1541/EN8D
High Carbon: HC36/40, HC41/45, HC51/55, HC56/60, HC61/65, HC66/70, Tb68,
HC71/75,
HC76/80, HC81/85, PSC116, SWR52A, SWR62A, SWR82A
Cold Heading Quality: SAE1010/1015/1018/1020, SAE10B21, SAE15B25,
SAE15B41,
19MnB4
Electrode Quality Grades: EQ (IS2879), JSPL Weld (MIG), EM12K
Free Cutting Grades: SAE 12L14, EN 1A, EN 8M, EN 15AM
Ball Bearing Grades: EN31, SAE52100
Alloy Grades: 16MnCr5, 20MnCr5, SCM 415H, SCM 420H, SAE8620, SAE4135,
SAE4140
Applications:-
Fasteners, Bolt, Rivets & Screw, General Purpose Wires, Nails, Electrode Wires,
Industrial Wires, Agricultural Wires, Chains & Upholstery Wires, Tyre Bead &
Hose reinforcement Wires, Pre-Stressed Concrete Strands Wires, Spring Wires,
Wire Ropes etc.
TMT Bars
Sizes (in mm) – 8,10,12,16,20,25,28, 32, 36, 40
Chemical Properties IS 1786 Fe 500D JSPL 500D (Typical Values)*%
Carbon (max.) 0.25 0.25%
13

14. Sulphur (max.) 0.04 0.035%
Phosphorous (max.) 0.04 0.035%
S+P (max.) 0.075 0.07%
Carbon Equivalent (max.) 0.42 0.42
Mechanical Properties IS 1786 Fe 500D JSPL 500D (Typical Values)
Yield Stress-YS (N/MM2) (min.) 500 540
Elongation (min.) 16 18
Ultimate Tensile Stress (UTS)
(N/MM2) (min.) 565 600
Applications:-
They are ideal for high rises, dams, bridges, individual houses and any critical
structures where high yield strength is required without compromising on the
elongation properties. They are used as wide spread construction purpose.
Ferro Chrome
Specifications
Characteristic Requirement
% Chromium : 60 to 66
% Carbon : 6 to 8
% Silicon : 4 Max.
% Sulphur : 0.05 Max.
%Phosphorous : 0.05 Max.
Size : 10 - 150 mm
Applications:-
In the production of stainless steel. used in specialist applications such as
engineering steels where a high Cr to Fe ratio and minimum levels of other
elements such as sulphur, phosphorus and titanium are important and production
14

15. of finished metals takes place in small electric arc furnaces compared to large
scale blast furnaces.
High Carbon Silico Manganese
Specifications of High Carbon Silico Manganese (SiMn)
Characteristic Requirement
% Manganese : 60 % min.
% Silicon : 15 % min.
% Carbon : 2 % max.
% Iron : 22 % min.
%Phosphorous : 0.35 % Max.
0.025 %
% Sulphur :
Max.
Size : 10 - 80 mm
(± 10 %)
Sponge Iron
Specifications
Characteristic Requirement
% Non-
: 1.0 Max.
magnetic
% Metallic Fe : 81 Min.
% Total Fe : 91 Min.
Metallization : 88 Min.
%Phosphorous : 0.07 Max.
% Sulphur : 0.07%
% Carbon : 0.3 Max.
15

16. % SiO2+
: 5 Max.
Al2O3
Size : A-grade lumps 3-20 mm (-3 mm 5%
Max.)
A-grade fines 0-6 mm (+6 mm 5%
Max.)
Applications
a) Sponge Iron is one of the most important and the basic raw materials
required for the production of various steel/iron based products like
TMT bars, D.I Pipes etc.
b) Sponge Iron is a part–substitute for steel scrap used for
manufacturing steel by electrical arc furnaces and induction furnaces.
c) Steel melting scrap is primarily required for using as a feed material
in all mini steel plant that use this scrap for melting in electric arc
furnace/induction furnace to manufacture steel.
d) Sponge Iron is also good suitable material for using as a coolant in
LD converters of the Integrated Steel Plants.
16

17. Current Product Portfolio and Position
in the Market
Range of products which is being offered by the Jindal Steel & Power Limited to
its market is mentioned below.
17

18. JSPL
Finished Goods Semi-Finished
1. Beam 1. Beam Blank
2. Channel 2. Bloom
3. Column 3. Billet
4. Rail 4. Round
5. Wire Rode 5. Slab
6. Plate 6. Sponge Iron
7. Coil
8. TMT
9. Angle
10. Ferro Chrome
11. Silico Manganese
Players in Market for Steel Production
1. Steel Authority of India (SAIL)
2. TATA Steel
3. ESSAR
4. Jindal Steel & Power Limited (JSPL)
5. Bhushan Steel
6. JSW
7. RINL
8. SJK
18

19. Marketing of Jindal steel &
Power Limited (JSPL) products.
19

20. Objectives of the project
In Jindal Steel Plant there is various section of marketing department. Since I have
chosen “Marketing Strategies for the secondary products at BSP”, my main
objectives are:
1. Market study of products of JSPL.
2. To know what JSPL products is why it is necessary to sell the JSPL
products.
3. To know the pricing of JSPL products.
4. Ensuring timely dispatch of material products, scrap etc. to the potential
customers.
5. To know the use of JSPL product.
6. To know the others terms and conditions for marketing of JSPL products.
20

21. Sources of data collection
Collection of Data:
1. Primary Data:
1. Data collected from Database of the company;
2. References
2. Secondary Data:
1. Discussions with managers
2. Referring newspaper, journals and magazines
3. Information collected from Internet
21

22. Reports of data collection and
analysis
Data Collection:-
In addition to the intrinsic sampling error, the actual data collection process will
introduce additional errors. These errors are called non-sampling errors. Some non-
sampling errors may be intentional on the part of the interviewer, who may
introduce a bias by leading the respondent to provide a certain response. The
interviewer also may introduce unintentional errors, for example, due to not having
a clear understanding of the interview process or due to fatigue.
Respondents also may introduce errors. A respondent may introduce intentional
errors by lying or simply by not responding to a question. A respondent may
introduce unintentional errors by not understanding the question, guessing, not
paying close attention, and being fatigued or distracted.
Such non-sampling errors can be reduced through quality control techniques.
Data Analysis - Preliminary Steps:-
Before analysis can be performed, raw data must be transformed into the right
format. First, it must be edited so that errors can be corrected or omitted. The data
must then be coded; this procedure converts the edited raw data into numbers or
symbols. A codebook is created to document how the data was coded. Finally, the
data is tabulated to count the number of samples falling into various categories.
Simple tabulations count the occurrences of each variable independently of the
other variables. Cross tabulations, also known as contingency tables or cross tabs,
treats two or more variables simultaneously. However, since the variables are in a
two-dimensional table, cross tabbing more than two variables is difficult to
visualize since more than two dimensions would be required. Cross tabulation can
be performed for nominal and ordinal variables.
Cross tabulation is the most commonly utilized data analysis method in marketing
research. Many studies take the analysis no further than cross tabulation. This
technique divides the sample into sub-groups to show how the dependent variable
varies from one subgroup to another. A third variable can be introduced to uncover
a relationship that initially was not evident.
22

23. Annual Production capacity of steel
companies:-
Sl.NO Company Name Annual Production
capacity in metric Tonne
Per Year
1 Steel Authority of India 26
2 TATA Steel 23.3
3 ESSAR 14
4 JSW 10
5 Jindal steel and power 3
6 RINL 2.820
7 Bhusan Steel 2.3
23

24. SALES FOR 2010-2011 & 2011-2012 Of Kolkata Marketing Office
MONTH YEAR RUBM PLATE COIL TMT MLSM WR SEMIS TOTAL
APRL 2009-10 2229 3677 975 0 0 0 0 6881
2010-11 1,581 2,986 2,282 565 0 1,135 0 8549
2011-12 3,158 3,733 375 472 496 3,554 22 11810
MAY 2009-10 4,702 4,000 4,078 0 0 0 0 12780
2010-11 1,460 5,054 779 522 0 396 0 8211
2011-12 6,103 3,987 1,533 1,098 722 3,648 0 17091
JUNE 2009-10 3,617 6,439 1,997 0 0 0 0 12053
2010-11 1,874 5,310 1,212 280 0 1,431 0 10107
2011-12 4,838 5,766 1,267 1,442 813 1,658 0 15784
JULY 2009-10 4,314 5,190 2,973 0 0 0 0 12477
2010-11 2,647 5,459 2,346 418 0 4,219 0 15089
2011-12 6,244 5,948 187 665 1,643 1,704 0 16391
AUG 2009-10 5,753 6,343 345 0 0 0 0 12441
2010-11 2,225 3,771 1,182 723 0 5,836 0 13737
2011-12 4,322 4,152 644 1,817 768 4,431 0 16134
SEP 2009-10 4,456 4,451 3,150 0 0 0 0 12057
2010-11 2,445 4,235 1,677 485 0 747 281 9870
2011-12 5,839 5,778 520 1,347 1,163 2,718 0 17365
Oct 2009-10 2,303 6,572 1,643 0 0 0 0 10518
2010-11 4,416 1,840 2,535 440 0 3,900 0 13131
2011-12 3,265 3,691 205 948 672 1,753 0 10534
Nov 2009-10 1,538 5,120 942 0 0 0 0 7600
2010-11 4,697 5,889 1,487 1,857 76 3,095 0 17101
2011-12 4,113 6,266 21 1,931 1,207 4,488 0 18026
DEC 2009-10 2,646 8,040 3,561 0 0 0 0 14247
2010-11 4,580 5,454 5,380 26 0 1,859 0 17299
2011-12 5,461 6,096 0 2,829 780 3,829 0 18995
JAN 2009-10 1,060 5,776 0 0 0 0 0 6836
2010-11 3,774 4,469 602 185 0 5,767 0 14797
2011-12 4,734 8,476 697 3,365 1,021 2,007 0 20300
FEB 2009-10 2,785 5,346 4,679 0 0 0 0 12810
2010-11 5,393 6,156 1,141 1,089 566 2,491 0 16836
2011-12 3,278 12,755 524 8,101 2,919 1,242 0 28819
MAR 2009-10 3,692 6,067 10,969 0 0 0 0 20728
2010-11 6,417 7,358 932 68 512 3,222 21 18530
2011-12 3,961 4,991 1,269 6,892 3,441 3,692 49 24295
GRAND 2009-10 39,095 67,021 35,312 0 0 0 0 1,41,428
TOTAL 2010-11 41,509 57,981 21,555 6,658 1,154 34,098 302 1,63,257
2011-12 55,316 71,639 7,242 30,907 15,645 34,724 71 2,15,544
24

25. Findings and observations
Enterprises always have a clear view of the market in which they act: without a
strong knowledge of the markets, they can’t face their competitors and in a short
time they could lose market share, beginning a decline phase. For this purpose the
knowledge of the market assumes a strategic role since each step in any direction
could be done only with a previous research on market players, products and
features of their own environment.
25

26. JSPL’s position in major steel producers in
India
Sl.NO Company Name Annual Production capacity in
metric Tonne Per Year
1 Steel Authority of India 26
2 TATA Steel 23.3
3 ESSAR 14
4 JSW 10
5 Jindal steel and power 3
6 RINL 2.820
7 Bhusan steel 2.3
There are so many competitors in market but among few top ranking steel
companies which is mentioned above in table with their annual production capacity
show where Jindal Steel & Power Limited (JSPL) stands. Jindal Steel and Power
Limited (JSPL) is one of India's major steel producers with a significant presence
in sectors like Mining, Power Generation and Infrastructure. With an annual
turnover of over US$ 3.5 billion, JSPL is a part of the US$ 15 billion diversified O.
P. Jindal Group and is consistently tapping new opportunities by increasing
production capacity, diversifying investments, and leveraging its core capabilities
to venture into new businesses. The company has committed investments
exceeding US$ 30 billion in the future and has several business initiatives running
simultaneously across continents.
26

27. Recommendations
Steel Industry has an important role to play in the development
Of any economy. The sector’s sustained growth, therefore, is one of the
Important prerequisites for attaining the level of GDP growth envisaged in the
11th Plan. The sectors growth during the 11th Plan, however, is going to be
Largely driven by market forces in a deregulated economic environment.
While the industry’s future prospects may be determined by
Market forces, the Government will continue to play a pro-active role
Especially in areas where the actual achievements fall short of expectations.
At the same time there is also a need to exploit the industry’s growth potential
Fully. The on-going processes of global relocation and world-wide restructuring
have clearly shown that the focus of the industry will gradually shift to those
Countries which have raw materials, low cost labour and technical manpower,
High potential of technology absorption and a rapidly growing domestic
Market as well as proximity to other growing markets. India has the potential
To emerge as a global player during the Eleventh Plan period, if the inherent
Advantages like availability of quality iron ore, cheap labour, and technical
Manpower and growing domestic demand are leveraged properly. Its
Capability has already been demonstrated in the last decade and a half when
It improved its position from the 11th place in 1991 to become the 7th largest
Producer of steel globally in 2005. As the 11th Plan period is going to be
Crucial for not only maintaining but also improving the overall momentum of
Growth in this sector and this for a conducive policy environment.
Few factor to be considered from my opinion to lead with above
mentioned steel manufacturing companies are follow:-
1. RELATED TO PRICING :-
JSPL should look after his pricing factor. It is seen that pricing is one of the
important key factor in field of marketing of product is manufactured. JSPL
should have benchmark with government pricing factor because most of
customers look for lower pricing during purchasing .This is the reason that
customers make enquiry about pricing first of all from all steel
manufacturing company, then they compare the price ,when they find that
27

28. after seeing the quotation they discuss about other price to the sells persons
which is termed as negotiation .
2. RELATED TO KEY CUSTOMERS:-
According the position in terms of productivity mentioned above JSPL
should increase his productivity capacity, which will help sells person to
keep on his promises with the customers .It is seen that when demand is high
nut productivity is low, his makes bad impact on the company. JSPL should
focus on the expansion plan.
3. THE SEVEN C S SHOULD BE FOLLOWED.
I. Consistent Quality
II. Committed Delivery
III. Customized Products
IV. Competitive Prices
V. Complaint Settlement
VI. Contemporary Products
VII. Culture of Customer Services
4. The company should maintain good relationship with dealers.
5. The company should provide some more margins to dealers because if it
happens then the dealers will be initiated to sell more and motivated.
6. There should be more promotional awareness.
7. There should be maintaining a gap between dealers in the same region.
8. While introducing product JSPL should use more innovative marketing
campaigns.
28

29. Conclusion
At last it is concluded that the company as a whole is a well branded company. The
goodwill of the company is good. As one of the India’s most valuable and
respected corporations, JSPL is widely perceived to be dedicatedly nation –
oriented .Chairman Mr. Naveen Jindal call this source of inspiration “ a
commitment beyond the market ”.In his own words : “JSPL believes that its
aspiration to crest enduring value for the nation provides the motives force to
sustain growing shareholders value. JSPL practices this philosophy by not only
driving each of its businesses towards international competitiveness but by also
consciously contributing to enhancing the competitiveness of the larger value chain
of which it is a part.’’
JSPL employs or 125000 people at more than nine locations across India. The
company continuously endeavors to enhance its wealth generating capabilities in a
globalization, fulfill the aspiration of its defence and non-defence. This over-
arching vision of the company is expressively captured in its position.
At the onset I would like to thank all the associate authorities who have helped me
out in this project a successful completion at the end.
29

30. Bibliographies
Websites:-
o www.jindalsteelpower.com
o www.sail.com
o www.tatasteel.com
o www.essarsteel.com
o www.steel.nic.in
o www.bhushansteel.com
o www.wikipedia.com
o www.economywatch.com
30

31. Organization Structure
At present there are 24 levels in Jindal Steel & Power Ltd:-
1. E.V.C & M.D
2. V.C & CEO
3. Deputy M.D
4. Executive Director/Directors
5. President
6. Executive Vice President
7. Senior Vice President
8. Vice President
9. Assistant Vice President
10.Senior General Manager
11.General Manager
12.Senior Deputy General Manager
13.Deputy General Manager
14.Assistant General Manager
15.Senior Manager
16.Manager
17.Deputy Manager
31

32. 18.Assistant Manager
19.Executive
20. Management Trainee
21.Junior Executive Engineer/Overman
22.Officers Foreman/Senior Chemist/Trainee Engineers
23.Senior Assistant Foreman/Chemist/Senior Supervisor
24.Assistant Foreman/Supervisor
32

33. Leadership style of Top Management
33

34. Decision making style
1
Identify
Proble
m
2
Develop 3 Allocate 6 Select
Decisio Weights to Alternativ
n Criteria e
Criteria
7
Implement
Alternativ
4 Develop 5 Analyze e
Alternative Alternative
s s
8Evaluat
e
Results
34

35. Quality and nature of teamwork
Quality and nature of Teamwork:-
1. Clear objectives and agreed goals
2. Openness & confrontation
3. Support & Trust
4. Co-operation & Conflict
5. Sound Procedures
6. Appropriate leadership
7. Regular review
8. Individual development
9. Sound inters group relations.
35

36. Organizational culture
Organization Culture is an idea in the field of Organizational studies and
Management which describes the psychological, attitude, experiences,
beliefs and values (Personal and cultural values) of an organization. It has
been defined as “the specific collection of values and norms that are shared
by the people and groups in an organization that control the way they
interact with each other and with stakeholders outside the organization.
The definition continues to explain organizational values, also known as
“beliefs and idea about what kind if goals members of an organization
should pursue and idea about appropriate kinds or standard of behaviour
organizational member should
Use to achieve the goal. From organizational value develop organizational
norms, guidelines, or exceptions that prescribe appropriate kind of
behaviour of organizational member toward one another.
Organizational culture and corporate culture are often used
interchangeably but it is a mistake to state that they are different concepts.
All corporations are also organizations but not all organization is
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37. corporation. Organization includes religion institution, on-for-profit groups,
and government agencies. There is even Canadian criminal code definition
of :organized Crime” as meaning a group comprised of three or more
person which has ,as one of its primary activities or purposes, the
commission of serious offences which likely result in financial gain.”
Corporations are organizations and there are legal entities. Corporate
Culture is the total sum of the values, customs, traditions, and meaning
that make a company unique. Corporate culture is often called “the
character of an organization”, since it embodies the vision of the company’s
founder. The value of a corporate culture influences the ethical standard
within a corporation, as well as managerial behaviour.
There are mainly two type of culture:-
1) Strong Culture
2) Weak Culture
Strong culture is said to exist where staff respond to stimulus because of their
alignment to organizational values. In such environments, strong cultures helps
firm operate like well-oiled machine, cruising along with outstanding execution
and perhaps minor tweaking of existing procedures here and there
Conversely there is Weak Culture where there is little alignment with
organizational values and control must be exercised through extensive
procedures and bureaucracy .Where culture is strong – people do things because
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38. they believe it is the right thing to do –there is a risk of another phenomenon,
Groupthink
Organization with their cultures are written below:-
1) Jindal Steel & Power is committed towards total satisfaction of
customers and others stakeholders and achieving business
excellence.
2) We at Jindal Steel & Power Limited will work for implementation of
Total Productive Maintenance (TPM) at all spheres of our activities.
3) Jindal Steel & Power Ltd., Raigarh, is committed to work for effective
utilization of all types of energy.
4) Jindal Steel & Power Limited is committed to establishing a safe work
culture
Vision, Mission, Values, Goals & Strategies of J.S.P.L:-
Vision
“To be a globally admired organisation that enhances the quality of life of all
stakeholders through sustainable industrial and business development”.
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39. Mission
We aspire to achieve business excellence through:
• The spirit of entrepreneurship and innovation
•Optimum utilisation of resources
•Sustainable environment friendly procedures and practices
• The highest ethics and standards
•Hiring, developing and retaining the best people
•Maximising returns to stakeholders
•Positive impact on the communities we touch.
Values
•Passion for People
•Business Excellence
•Integrity, Ownership and Sense of Belonging
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40. •Sustainable Development
GOALS:-
•Long Term Goals:
Achieving 20 M T steel capacity by 2015.
Achieving 1800 M W Power by 2010.
To fulfil this organization is setting up 6 MT steel plant at Angul,5 MT PA steel
plant at Jharkhand,2 MT steel plant at Bolivia & expansion of the existing steel
plant at Raigarh from 2.0 MTA to 6 MT PA.
•The Key Strategic Goals are
:-1.Reduction in cost without compromising product quality.
2.Meet the satisfaction of customers & widen market base through emphasis on
special steel.
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41. 3. Adhering to environmental statutory norms, conservation of resources & waste
management.
•S.M.A.R.T Goals of J.S.P.L :-
S– Specific
M– Measurable
A– Aggressive
R– Realistic
T– Time Period
STRATEGIES [ H.R ]:-
1) Practices for gathering & understanding the developments/trends inthe
external environment, relevant to the formulation of H.Rstrategy
2) Practices for understanding the internal performance levels, skillsets &
competencies available etc. to develop strategies & plans to meet the
organisational objectives.
3) How does the organisation develop & refine its H.R strategy & what are the
key inputs considered? Taking inputs from various sources like consultants,
other organisations, sister concerns, H.R Policies & inputs from peers &then
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42. the H.R team meets to develop & refine policies that will helping setting up
our strategies for the future.
4) The organization structure, policies & people processes supporting the
achievement of the strategic objectives.
5) Defining the required outcomes & corresponding performance measures
with targets & comparisons with yearly defined goals
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43. Major strengths/Weaknesses
SWOT Analysis of the Organization:-
Strengths:-
1) Availability of the iron ore
2) Low labour wage rate
3) Abundance of quality manpower
4) Mature Production base
Weaknesses:-
1) Unscientific Mining
2) Coking coal import dependence
3) Low R & D Investment
Opportunities:-
1) Unexplored rural market
2) Growing domestic demand
3) Exports
4) Consolidation
Threats:-
1) China becoming net explorer
2) Protectionism in the west
3) Dumping by competitors
4) Global economic slowdown
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