Assignment of Marketing

Management

Submitted to:- Submitted by:-

Jagjit Singh Hemant Dubey

11004913

B 31

Sec- T 1001
 General features of IRON AND STEEL Industry:-
 Carbon is the most common alloying material for iron, but various
other alloying elements are used, such
as manganese, chromium, vanadium, and tungsten.
  Carbon and other elements act as a hardening agent,
preventing dislocations in the iron atom crystal lattice from sliding
past one another.
 Varying the amount of alloying elements and the form of their
presence in the steel (solute elements, precipitated phase) controls
qualities such as the hardness, ductility, and tensile strength of the
resulting steel.
 Steel with increased carbon content can be made harder and stronger
than iron, but such steel is also less ductile than iron.
 Iron is a lustrous, silvery soft metal. It is one of the few ferromagnetic
elements.
 Iron and iron alloys are also the most common source of
ferromagnetic materials in everyday use.
 Iron is believed to be the sixth most abundant element in the
universe, formed as the final act of nucleosynthesis by carbon
burning in massive stars.
 Steel is an alloy consisting mostly of iron, with a carbon content
between 0.2 and 2.04% by weight, depending on grade.
 The common ores of iron are both iron oxides, and these can be
reduced to iron by heating them with carbon in the form of coke.
Coke is produced by heating coal in the absence of air.
 Steel is manufactured by the chemical reduction of iron ore, using an
integrated steel manufacturing process or a direct reduction process.
 In the conventional integrated steel manufacturing process, the iron
from the blast furnace is converted to steel in a basic oxygen furnace
(BOF).
 Steel can also be made in an electric arc furnace (EAF) from scrap
steel and, in some cases, from direct reduced iron.
 BOF is typically used for high-tonnage production of carbon steels,
while the EAF is used to produce carbon steels and low tonnage
specialty steels. An emerging technology, direct steel manufacturing,
produces steel directly from iron ore.
  The smelting and refining process for iron and steel in the BF-BOF
process involves the carbon reduction of iron ore (Fe2O3) in the BF to
make molten iron, and decarburization of molten iron in the BOF to
make molten steel.
 In addition to the BF-BOF process, there is another process which
utilizes mainly scrap as an iron source, with some direct reduced iron
whenever necessary. The direct reduced iron is produced by
reducing iron ore with reformed natural gas, whose principal
components are hydrogen, carbon monoxide, and methane.
 The steel industry and component suppliers are investing heavily in
innovation.
 Lightweight steel techniques (among other technologies for light
weighting) have an ongoing potential to achieve multiple design
objectives, including mass reduction for fuel economy improvement,
safety improvements for both crashworthiness and compatibility,
and other enhancements in vehicle performance and functionality.
 India's ministry of mines has come out in support of iron ore
producers who have criticized the ministry of finance's recent move
to increase export duty on iron ore.
 Iron ore production capacity and demand are expected to increase at
high rates over the next couple of years, with a variety of factors
likely to influence the demand/ supply balance, UNCTAD said.
 The technology is potentially of great benefit to India as quality iron
can be made using low priced, low quality metallurgical coal.
HIsmelt uses much of the same equipment as a blast furnace so
existing facilities can be easily upgraded.

Environment and structure of iron and steel industry:-

Indian Iron and steel Industry can be divided into two main sectors Public
sector and Private sector. Further on the basis of routes of production, the
Indian steel industry can be divided into two types of producers.
 Indian Iron and
Steel Industry

Public Sector Private Sector

Integreted Secondary Integreted Secondary

producers Producers Producers Producers

 Integrated producers
Those that convert iron ore into steel. There are three major integrated steel
players in India, namely Steel Authority of India Limited (SAIL), Tata Iron
and Steel Company Limited (TISCO) and Rashtriya Ispat Nigam Limited
(RINL).

 Secondary producers
These are the mini steel plants (MSPs), which make steel by melting scrap
or sponge iron or a mixture of the two. Essar Steel, Ispat Industries and
Lloyd’s steel are the largest producers of steel through the secondary route.

Environment: -

The 2005 National Steel Policy (Government of India 2005) sets out the
Indian Government’s vision for the future of the steel industry. The central
goal is the creation of an industry with 110 million tones of capacity and
100 million tones of production by 2019-20 — implying an average growth
in production of nearly 7 per cent a year. The Indian
Ministry of Steel estimates that achieving this goal will require an extra
US$65 billion in capital expenditure in addition to funds for technology
upgrades at existing facilities.
The national policy seeks to facilitate the creation of additional capacity,
removal of procedural and policy bottlenecks that affect the availability of
production inputs, increased investment in research and development, and
the creation of road, railway, and port infrastructure. The policy focuses on
the domestic sector but also envisages a steel industry growing faster than
domestic consumption, which will enable export opportunities to be
realized. Current steel investment plans India’s ready availability of iron
ore and low cost labor contribute significantly to the cost competitiveness
of producing steel in India. Notably, Tata Steel, the second largest steel
producer in India, has been (with Posco) the world’s lowest cost steel
producer since 2001.

A comparative advantage for India’s iron and steel industry is the ready
domestic availability of significant reserves of high quality iron ore (a key
raw material input to steel making), predominantly in the east of India.
Although current steel production capacity is located in both the east (.at
products from large producers near iron ore supplies) and in the west (long
products from smaller producers nearer large construction centres), most
significant forthcoming developments are planned in the east to take
advantage of low cost iron ore supply.

Attractiveness of steel and Iron industry:-

Steel Industry in India is on an upswing because of the strong global
and domestic demand. India's rapid economic growth and soaring demand
by sectors like infrastructure, real estate and automobiles, at home and
abroad, has put Indian steel industry on the global map. According to the
latest report by International Iron and Steel Institute (IISI), India is the
seventh largest steel producer in the world. 

The origin of the modern Indian steel industry can be traced back to 1953
when a contract for the construction of an integrated steelworks in
Rourkela, Orissa was signed between the Indian government and the
German companies Fried Krupp und Demag AG. The initial plan was an
annual capacity of 500,000 tones, but this was subsequently raised to 1
million tones. The capacity of Rourkela Steel Plant (RSP), which belongs to
the SAIL (Steel Authority of India Ltd.) group, is presently about 2 million
tones.
The Role of Iron and Steel Industry in India GDP is very important for the
development of the country. In India the visionary Shri Jamshedji Tata set
up the first Iron and Steel manufacturing unit called Tata Iron and Steel
Company, at Jamshedpur in Jharkhand. Iron and steel are among the most
important components required for the infrastructure development in the
country.

 The Iron and Steel Industry in India is one of the fastest growing
sectors
 The demand drivers for the Indian Iron and Steel industry are
increase in the activities of the automobiles industry, real estates
industry, transportation system, aircraft industry, ship building
industry, etc.
 India ranks 5th in the world in terms of production of steel
 The amount of crude steel produced in 2006-07 was 50.71 million
tones
 The amount of finished steel produced in 2006-07 was 51.9 million
tones
 The production of finished steel was increased by 16.52%
 The production of finished carbon steel was 24.8 million tones in the
year 2006-07.

Role of Iron and Steel Industry in India GDP-Growth in

Future
 The Arcelor Mittal, which is the largest steelmaker in the world, has
plans of establishing two Greenfield steel projects with capacity of 12
million tones annually, in India.
 Acerinox SA, one of the important stainless steel manufacturers in
collaboration with Nisshin Steel, Japan is setting up a steel plant in
India.
 The Tata Steel ranks 5th in the world steel production and the
company have plans of expanding its capacity by the year 2015.
 SAIL, India's biggest producer of steel has plans of increasing the
production to 24.98 million tones annually.
Competition Analysis:-
Tata Steel:-
 Tata Steel (earlier known as Tata Iron & Steel Company or Tisco)
represents the country's single largest, integrated steel plant in the
private sector.
 The company has a wide product portfolio, which includes flat and
long steel, tubes, bearings, Ferro-alloys and minerals as well as cargo
handling services.
 While in terms of size, Tata Steel ranks 34th in the world; it was
ranked first (for the second time) among 23 world class steel
companies by World Steel Dynamics in June 2005.
 Recent overseas acquisitions are Tata Steel buying Anglo-Dutch firm
Corus for over 12 billion dollars With its plant located in Jamshedpur
(Jharkhand) and captive iron ore mines and collieries in the vicinity,
Tata Steel enjoys a distinct competitive advantage.
Steel Authority of India Limited (SAIL):-

 Steel Authority of India Limited (SAIL) is a leading Public Sector

Undertaking (PSU) in which the Government of India owns about 86
per cent of equity.
 It is a fully integrated iron and steel maker, producing both basic and
special steels for domestic construction, engineering, power, railway,
automotive and defence industries and for sale in export markets.
 It is ranked amongst the top ten public sector companies in India in
terms of turnover.
 They manufactures and sells a broad range of steel products,
including hot and cold rolled sheets and coils, galvanised sheets,
electrical sheets, structurals, railway products, plates, bars and rods,
stainless steel and other alloy steels.

Jindal Steel & Power Limited (JSPL):-

 Jindal Steel and Power (JSPL), part of the US$4 billion Jindal
Organization, has business interests in steel production, power
generation, mining iron ore, coal and diamond exploration/mining.
  The current turnover of the company is over Rs. 30 billion and on a
path of catalyzing economic development of the country through its
contribution to the infrastructure sector.
 JSPL with its obsession for excellence, is increasing its portfolio of
value-added products, bringing the world's best to India and making
an international mark. Production Capabilities expanded to serve the
infrastructure sector, catalyzing economic, development and growth.

 JSPL today is the largest private sector investor in Chhattisgarh with

a total investment of Rs.100 billion.
 JSPL has recently signed an MoU with the State Government of
Orissa to set up a 2 million tone steel plant with an investment of
Rs.13.5 billion which would be expanded to 6 million tone and
another MoU has been signed with the State Government of
Jharkhand to set up a 5 million steel plant with an investment of
Rs.120 billion.

ESSAR Steel
 Essar Steel Limited (the "Company") is the flagship Company of the
Essar Group and looks after the Group’s interest in the steel business.

 The Company was incorporated in June 1976 under the name of

Essar Construction Limited and was engaged primarily in core sector
activities, including marine construction, pipeline laying, dredging
and other port-related activities.

 In 1984, the Company ventured further into other core sectors mainly
the field of exploration and development, drilling onshore and
offshore oil and gas wells for Indian Public Sector oil exploration
companies.

In 1988, the Company made an initial public offer for its shares, which are
now listed on Bombay Stock Exchange, National Stock Exchange of India
and 2 other Indian Stock Exchanges.