1

PROJECT REPORT

ON

STUDY OF DEMAND OF STRUCTURAL TUBES IN
JAMSHEDPUR

TATA TUBE DIVISION



Submitted in partial fulfillment of the requirements for the Two Year Full
Time Post Graduate Diploma in Management








By: Under the Guidance of
Student Name: Amit kumar singh 1.Faculty mentor: Prof Neha Zadhi
Enrollment No:13023 I.T.S-IM
Batch: 2011-2013 2.Industry Mentors: Ajay tiwary
Designation: Sales O & E Manager





I.T.S- Institute of Management
Greater Noida
Session: 2011-2013



2



CERTIFICATE OF ORIGINALITY


I hereby declare that this Summer Internship Project is my own work
and that, to the best of my knowledge and belief, it reproduces no
material previously published or written that has been accepted for the
award of any other degree of diploma, except where due
acknowledgement has been made in the text.




AMIT KUMAR SINGH
Enrollment No. 13023

































3





After the successful accomplishment of a project , it is the first and foremost duty of
researcher to acknowledge the motivating guiding and supporting factors which led him/her
to prepare analyze and finish the project report. In this context ,I would like to express my
special acknowledgement and deep regards to Mr. Kamal Dealer. I express my profound
sense of gratitude to Mr. Sunil Kumar who granted us to do our project work in Tubes
Division of Tata Steel. I am greatly indebted to Mr. Ajay Tiwary , Sr.Manager(Sales-OE)
under whose guidance and supervision I completed my project. I also thank the employees,
officers and the supervisors of the company who without any hesitation gave me the details
which I required during the project. They have given their valuable time to complete my
project on time. I also thank to the safety department for their kind co-operation .I also thank
the placement coordinator of my college and my faculty mentor Prof. Neha Zaidi for
allowing me to do the project in such a renowned company. Last but not the least, Sincere
thanks and heartiest gratification goes to my parents and friends whose best wishes
accompanied me and inspired me during my project.



Amit kumar Singh
P PG GD DM M- -2 2
N ND D
Y YE EA AR R
E EN NR RO OL LL LM ME EN NT T N NO O. . 1 13 30 02 23 3
S Se es ss si io on n 2 20 00 01 11 1- -1 13 3





















4

EXECUTIVE SUMMARY

Tubes Division, TATA Steel is the leading manufacturer of Structural Tubes in the market.
This industry is highly fragmented with more than hundred manufacturing units. With an
aggregate capacity of over 21lakh MT, this industry is characterized by huge over capacities.
50% of supplies emanate from the small manufacturers, most of them having strong regional
presence. There is also severe threat of substitution from Rectangular hollow section, square
hollow section, and circular hollow section Pipes primarily in architectural, Infrastructural
and general engineering segments. Tube Division, TATA Steel is the no. 1 company in the
Indian tubes industry and is the only company with the well established national network.
Keeping the main objective in mind we have find out many facts which are beneficial for us
to come to our conclusion and will also help the company in various ways. The research and
the survey are conducted in the proper and the structured manner to achieve our objective at
its best possible way. The study was designed as a market survey and was conducted with the
help of questionnaire. One set of questionnaire was designed for Dealers/Retailers . We
prepared a structured questionnaire and data has been collected from all our respondents by
conducting interviews. With the help of collected data several analyses have been done. By
making various graphs and pie charts we have tried our best to make our research analysis
more specific and clear to all.
The important facts which we have finally got are:
Tata pipes are mostly preferred in the market because of their superior quality and brand
name.
Key segments and customer group of RSH,SHS, & CHS pipes are:
Market segment Customer group
Industry Infrastructure & general engineering
Process Cold storage, heating and air
conditioning and other industries.















5







Durability of pipes, compressive strength and highly durable ,authenticity, uniform
thickness and rust free pipes are key customer requirements and expectations.



Steel quality, weld quality, galvanizing quality and surface finishing are the most
important attributes, which are checked by the customers before buying the Structural
pipes.



Although Tube division, TATA Steel manufactures a broad range of tube diameters
(sizes), it is unable to supply those sizes which are in more demand.



Besides local competitors Jindal, Surya,Banshal, and Neezon are the strong organized
competitors of TATA PIPES.
























6


SCOPE


To give correct information to the management of Tata tube for having the detailed
market scenario of Steel tubes.



To find out the areas of satisfactions and dissatisfactions of Tata tubes.



To find out the strengths and weaknesses of competitors in the market of steel tubes.


To find out the future demand of steel tubes.



To find the market size of Steel tubes in Jhashedpur


To find out the factors that effects the demand for steel tubes


To analyze data and make recommendations about possible improvement in attributes
of the product so that demand for Tatas product can be increased.





















7

ORGANIZATIONAL AREAS COVERED


In 1919 Lord Chelmsford named the city Jamshedpur in honour of its founder, Jamshedji
Nausherwanji Tata, whose birthday is celebrated on 3 March as Founder's Day. J. N. Tata had
written to his son Dorabji Tata about his vision of a great city in the area. On Founders Day,
the 225-acre (0.91 km2) Jubilee Park is decorated with brilliant lightwork for about a week,
attracting people from all parts of the nation.
The city has several nicknames including 'Steel City' (which was referenced during TATA
Steel's 'Green City - Clean City - Steel City' campaign); 'Tatanagar' after the name of its
railway station Tatanagar Railway Station or simply 'Tata' in deference to the significant
presence of Tata companies in the city and its adjoining areas.
Jamshedpur is situated in the southern end of the state of Jharkhand and is bordered by the
states of Orissa and West Bengal. The average elevation of the city is 135 metres

while the
range is from 129 m to 151 m. Total geographical area of Jamshedpur is 149.23 km square.
Jamshedpur is home to the first private iron and steel company of India. The areas
surrounding Jamshedpur are rich in minerals, including iron
ore, coal, manganese bauxite and lime. It is a modern, industrial city; the main industries
being iron and steel, truck manufacturing, tinplate production, cement and other small and
medium scale industries revolving around these products.
The largest factory is that of Tata Steel (the erstwhile Tata Iron and Steel Company or
TISCO), situated almost at the center of the city. Tata Steel is the largest iron and steel
producing plant in India, as well as the oldest. Plans have been made for the expansion of
Tata Steel's existing plant at Jamshedpur from 7 million tonnes per annum to 10 million
tonnes per annum. It would then be the first plant in the world to have 10 million tonne
capacity in a single campus. The steel plant covers around a fourth of the land area of
Jamshedpur, and has two inland water lakes.
Tata has won awards like the Prime Minister's Trophy for Best Integrated Steel Plant for a
record five times, ranked Worlds Best Steel Maker for three times by World Steel Dynamics,
world renowned Deming Prize for major advances in quality improvement.

The other major factory in the city is Tata Motors with Telcon, which manufactures heavy
vehicles and construction/earth moving equipment. Tata Motors was previously called The
Tata Engineering and Locomotive Company (TELCO), as railway locomotives were once
manufactured here. The plant spread over 822 acres is one of the largest in the country and at
peak rate can roll out 450 vehicles per day.
Tata Cummins Ltd. (also known as TCL1) is situated beside Tata Motors.It is a joint venture
of Tata Motors and Cummins India ltd., manufacting diesel engines for vehicles assembled at


8

Tata Motors. Other than engines for vehicles, it also manufactures engines for generators and
marine use.
Lafarge Cement, earlier Tata Cement, is located near Tata Motors. Along with the
smokestacks of Tata Power, a coal fired captive power station that supplies a great deal of the
city's electricity, it can be conspicuously seen from the railway tracks while coming to
Jamshedpur by rail.
Tata Tinplate (the erstwhile Tinplate Co. of India Ltd.) manufactures tinplate. It was
originally a British company built in Golmuri, later on taken over by Tata. Another factory,
located near Tata Motors, is the Indian Steel and Wire products (ISWP). ISWP was reopened
after more than five years by Tata Steel. ISWP resumed production in its wire mill on
January 2, 2004, after its takeover by Tata Steel, and has commenced its rod mill operations.

Tata Motor assembly line in Jamshedpur
Other industries in the city include TRF Limited, which manufactures bulk material handling
and processing machines and other engineering goods,Timken manufacturers of industrial
bearings, Tata Ryersons, Agrico, a subsidiary of Tata Steel, manufactures agricultural
implements, and Tata Yodogawa Ltd manufactures rolls and dies for rolling mills.
Praxair and Brin's Oxygen Company (BOC), are producers of liquefied oxygen, nitrogen and
other gases, they both have plants adjacent to the steel mill.Usha Martin located in Adityapur
is a wire rope manufacturing company. Other companies are ABB, TCS, L&T, M.N.Dastur,
Danielle, Italiam Pianti.
Most of the smaller companies are located in the 'Adityapur Industrial Estate' which has been
Asia's largest Industrial hub for long.














9

Findings



1. TATA Steel Tubes Division dominates in Jamshedpur market.

2. Total annual requirement of Structural tubes in Jamshedpur is more than 7500 tonnes
annually.


3. Outer diameter (OD) 150*150mm, 250*250mm, 300*300mm, has the highest
demand.

4. Out of total annual requirement of 7500 tonnes, 500 tons(approx) is not produced by
TATA tubes.


5. TATA steel Tubes Division lacks wider range of products as
Compare to its competitors.

6. Tata Tubes are mostly preferred in the market because of their
Superior quality, brand name and moderate price.

7. TATA tubes do not manufacture many such dimensions which are
in great demand in Jamshedpur.

8. Less range of products and order fulfilment time is the major
problem which the customers of TATA tubes are facing.

9. TI and Bhushan are giving tough competition.

10. Ancillary agrees that TATA TUBES is of high quality than other
steel tubes.

11. Duplication, weight and length of pipes should be corrected.

12. There is a very strong relationship between Tata tubes and Tata motors.

13. Several types joint initiatives have been taken between tubes and Tata motors.










10

Conclusions


It is clear that the abovementioned benefits make a strong case for using Hollow Sections in
Steel structures. The argument against their more general utilization is of course based on
prime input costs. The purchase price per ton of Hollow Sections is significantly higher than
that of hot rolled conventional long sections, furthermore the labor cost per ton for fabrication
in higher because of the greater proportion of the shop preparation and welding. However, in
the final analysis, when all aspects have been carefully considered and properly assessed, in a
great many applications Tubular Construction is very competitive.
In the case of members subject to mainly to compression forces, that is columns and bracing,
Tubular Construction is the way forward.

































11

CONTENTS

1. INTRODUCTION TO TOPIC

2. INTRODUCTION TO ORGANIZATIONAL


3. PRODUCT OF TUBE DIVISION

4. OVERVIEW OF TUBE DIVISION


5. STRUCTURAL TUBES

6. MANUFACTURING PROCESS


7. OBJECTIVE

8. RESEARCH METHODOLOGY
a. Research design
b. Scaling Techniques
c. Sampling

9. DATA ANALYSIS & INTERPRETATIONS

10. SWOT ANALYSIS


11. LIMITATION OF STUDY

12. SUGGESTION/RECOMMENDATIONS

13. BIBLIOGRAPHY











12

INTRODUCTION TO TOPIC



Tata Structura steel hollow sections manufactured by Tata Steel, command several techno-
economic advantages over conventional steel sections. Tata Structura provides better
compressive strength than the traditional structurals because of their lower slenderness ratio
and higher yield strength.

With high torsional rigidity and compressive strength, these hollow sections are comparably
more efficient than conventional steel sections. The excellent distribution of material around
the axis of the square and rectangular steel hollow sections allows for remarkable strength
qualities and thus offers decisive advantages in its applications. The smooth and uniform
profile of the sections minimizes corrosion and facilitates easy, onsite fabrication to
significantly enhance the aesthetics of structures. A higher strength to weight ratio credits
these sections with nearly 20% reduction in the use of steel.

The versatility of these sections allows for a wide range of applications as industrial sheds
and exhibition stalls to space frames and sign supporting structures. The sections can also be
utilized for large span portal frames, amusement parks and playground equipments, guard
rails for staircases, sports galleries, pedestrian walkovers, bridges and bus stands amongst
other uses.

Advantages of Tata Structura larger sections are mentioned below:

Technical advantages

Higher Radius of gyration - More compressive strength - economical for column
applications
Columns being lighter, reduce the seismic loads on the structure in case of
earthquakes
Exceptionally high tensional strength - effective for space frames and bending
members
Replacement of lattice girders - more space for use
Concrete can filled for higher strength columns

Attributes

Liberty to designers to imagine and design Structures.
Significant enhancement in the aesthetic appeal as compared to conventional sections
Ease in fabrication leads to faster constructions and thus saving in Time factor.
Fully wieldable across all regions of section.
Uniform mechanical properties and better corner profiles.
More open spaces in the total steel structure than the built up sections used structure
Usage in column applications in multi-storied buildings, industrial shed ,god owns ,
warehouse etc
Utilities like electrical /water supply etc can be concealed in the sections




13

INTRODUCTION TO ORGANIZATIONAL


AN ORGANIZATIONAL HISTORY






A timeless vision
The nation which gains control of iron soon acquires the control of gold. -- These were
the words that inspired a young Jamsedtji Nusserwanji Tata envisages a bold new dream for
India.

Jamsedji persuaded Charles Perin - world renowned metallurgist and geologist - to come to
India and work on a steel project. Charles Perin and his team discovered 3 billion tons of ore
at Sakchi and Jamsedji Tatas dream of thirty years was cast into reality. Tata Steel came into
being in 1907. On 16th February 1912, the first ingot of steel was rolled out of the Sakchi
plant.

The Tata Iron and Steel Company was Indias first and the largest steel company in the
private sector. Today, Tata Steel ranks among the worlds top steel companies and has
emerged as one of the lowest cost producers of steel in the world.
Jamsedji Tata ranks among the greatest visionaries of industrial enterprise of all time. He was
gifted with an open mind to absorb new ideas and a strong determination to make them
happen. He was interested in everything he saw and was always looking for ways to put his
knowledge to use, not just for himself but for India. He laid the foundations of Indian
industry, contributed to its consolidation, and became a key figure in Indias industrial
renaissance. Tata
Steel is a solid manifestation of the iron grit, courage and determination of its founder,
Jamsedji Tata.







14

ABOUT THE PIONEERS

There is a difference between making money for oneself and creating wealth for others.
TATA STEEL is a story of a business house that has created wealth for nation. This is a story
of struggle, anxiety, adventure and achievement. This is the story of pioneers of TATA
STEEL.

THE FOUNDER-

Jamsetji Nusserwanji Tata (1839-1904)





Jamsetji Nusserwanji Tata ranks among the greatest visionaries of Industrial enterprises of all
time.
Gifted with the most extraordinary imagination and prescience, he laid the foundations of
Indian industry, contributed to its consolidation, and became a key figure in Indias industrial
renaissance.
Born on 3rd March, 1839 into a family descended from Parsi priests in Navsari, a centre for
age-old Parsi culture, he was educated at Elphinstone College, Bombay.
Initiated early into the techniques of trade by his father, he traveled wide, gained a scientific
outlook, and set up at first, textile business in India, introducing new machinery that vastly
improved the production of cotton yarn in the country. He however realized that Indias real
freedom depended upon her self-sufficiency in scientific knowledge, power and steel, and
thus devoted the major part of his life, and his fortune to three great enterprises The Indian
Institute of Science at Bangalore, the hydro-electric schemes, and the Iron & Steel Works at
Jamshedpur.













15


PIONEERS-

Sir Dorabji Tata (1859-1933)




J N Tata had exhorted to his sons to pursue and develop his lifes work; his elder son, Dora
Tate carried out the bequest with scrupulous zeal, and distinction.
Thus, even though it was Jamsedji Tata who had envisioned the mammoth projects, it was in
fact Dorab Tata who actually brought the ventures to existence and fruition. He was the first
Chairman of the gigantic Tata enterprises.
He had a deep interest in people. The great labour strike in 1920 in Jamshedpur ended in a
day due to his intervention. It demonstrated India could have no better employer of labour
than Sir Dorab.

A great sportsman (riding, tennis, football, cricket), he was President of the Indian Olympic
Association which he served keenly with liberal funds, and total commitment. He was the
Founder of the Parsi Gymkhana of Bombay, and a founder member of the Willingdon Sports
Club.

His charities were numerous and munificent. The Dorab Tata Charitable Trust that he
executed, covering property and crores of rupees is used today for innumerable charitable
causes and institutions.










16


Bharat Ratna Jehangir Ratanji Dadabhai Tata (1904-1993)





JRD Tata has been one of the greatest builders and personalities of modern India in the
twentieth century.
He assumed Chairmanship of Tata Sons Limited at the young age of 34; but his charismatic,
disciplined and forward-looking leadership over the next 50 years and more, led the Tata
Group to new heights of achievement, expansion and modernization. Under his stewardship,
the number of Tata ventures grew from 13 to around 80, encompassing steel, power
generation, engineering, hotels, consultancy services, information technology, art and culture,
consumer goods, industrial products, etc. He was the pioneer of civil aviation in India. In
1932, he introduced air transport in the country--the enterprise later became Air India.

He implicitly followed the principles of business ethics of the great visionary Jamsedji Tata,
his ideal. He also personally crusaded for issues that he felt were imperative for Indias
development--family planning, womens education, spread of literacy. The 100% successful
family welfare schemes at Tata Steel and the various educational programs for all, directly
emanate from JRD Tatas insight. Numerous national and international honours were
bestowed on JRD Tata. These included Knight Commanders Cross of the Order of Merit of
the Federal Republic of Germany, Bessemer Medal of the Institute of Metals, London, and
the United Nations Population Award.

Government of India conferred the highest civilian award of the land, Bharat Ratna to JRD
Tata in 1992. For all his colossal achievements, JRD Tata was a modest, sensitive man,
forever espousing the cause of his employees. His natural love for people endeared him to
all... across the entire spectrum of society.












17


RATAN TATA (1993 Till now)


Ratan N. Tata serves as Chairman of the board, Member of Group Corporate Centre and
Member of Group Executive Board of Tata Group. Mr. Tata was appointed Director-in-
charge of National Radio & Electronics Company Ltd. Indias industrial renaissance. Tata
Steel is a solid manifestation of the iron grit, courage and determination of its founder,
Jamsedji Tata (NELCO) in 1971. He serves as Chairman Emeritus for Nelco Ltd. Tata
Motors Ltd. , Tata Chemicals Ltd. , Tata Power Company Ltd. ,Tata Iron & Steel Co. Ltd.
and Tata Tea Ltd. Mr. Tata joined Tata Group in 1962.
As a Chairman of Tata Industries Ltd. since 1981, he was responsible for transforming the
company into a Group strategy think-tank and a promoter of new ventures in high technology
businesses. In 1991, Mr. Tata was appointed Chairman of Tata Sons Ltd. the holding
company of the Tata Entities and currently holds the Chairmanships of major Tata
companies. During the tenure, the groups revenues have grown over ten-fold to annualized
group revenues of $62.5 billion. Mr. Tata is on the Central Board of the Reserve Bank of
India, a member of the Prime
Minister Council on Trade and Industry beside a member of various global councils. He is
also the Chairman of two of the largest private sector promoted philanthropic trust in India.
The Government of India honored Mr. Tata with its second highest civilian award, the Padma
Vibhushan, in 2008. Earlier, in 2000, he had been awarded the Padma Bhushan. He has also
been conferred an honorary doctorate in business administration by the Ohio State
University, an honorary doctorate in technology by the Asian Institute of Technology,
Bangkok, an honorary doctorate in Science by the University of Warwick, and honorary
fellowship by the London School of Economics. Mr. Tata has been on the company Board
since over 19 years including 13 years in an executive capacity and is actively







18

STRATEGIC BUSINESS UNITS
Apart from the main steel division, Tata Steel's operations are grouped under
the following strategic business units.






FLATS
The Flat products business group of the Steel division is
the countrys largest manufacturer of world-class steel
products. With a capacity of 2.5 million tones per annum
of hot rolled, cold rolled and coated products, this
business group produces approximately 65% of total
saleable steel. The steel with a soul, Tata Steelium is
one of the first branded cold rolled steel products in
India. The brand promises superior formability, flatness,
surface quality, thickness, consistency and strength.




LONGS
The Long products business group of the Steel division
produces value-added finished products comprising SBQ
(Special Bar Quality), wire rods, merchant bars and
semis in the form of continuous cast billets.




FERRO ALLOYS AND MINERALS
This business unit operates the chrome mines in Sukinda
valley in Orissa and has a Ferro chrome making unit in
Bamnipal and a Ferro manganese unit at Joda. It is one
of the largest players in the global Ferro chrome market.




TUBES
Tata Steel Tubes business unit is the largest domestic
manufacturer of steel tubes. It promotes three lines of
businesses: Standard tubes, Precision tubes and Closed
structural.





19














BEARINGS
Tata Bearings is a leader in the auto ancillary two-
wheeler market segment. It produces around
22.46 million ball bearings and 2.56 million taper roller
bearings.







GROWTH-SHOP

Growth Shop delivers world-class services and
equipment. Over the years, it has played an important
role in the modernization of Tata Steels Jamshedpur
plant. The Growth Shop has the capacity to design,
manufacture and commission equipment for the Steel and
allied industries.





RINGS
The Rings division produces rings and annular products
at the ring plant and Ring Rolling Mill for ball bearings,
taper roller bearings, cylindrical roller bearings, spherical
roller bearings and auto-components.






AGRICO
Tata Agrico products are the most sought after hand tools
and implements for agriculture and industrial
applications in the country.


20

SUBSIDIARY / ASSOCIATES / JVS










Corus : Europes second largest steel maker with operations in
the UK and mainland Europe and over 40,000 employees
worldwide. Its long and strip products cater to the construction,
automotive, packaging, engineering and other markets
worldwide. Corus is implementing major investments at its
plants at Ijmuiden, in the Netherlands and at Scunthorpe in the
UK as part of its drive to strengthen product differentiation,
improve operational efficiency and reinforce existing
competitive position, particularly in the construction and
automotive sectors, including the development of new advanced
high strength steels.








Tinplate Company of I ndia Limited (TCI L) : With a market
share of over 35%, it is the industry leader in India. It has the
capability to supply all tinning line products including
electrolytic tinplate / tin-free steel and cold-rolled products.


Tayo Rolls Limited: India's leading roll manufacturer and
supplier, the company produces rolls which find application in
integrated steel plants, power plants, the paper, textile and food
processing sectors, and the government mint.





Tata Ryerson Limited (TRYL): TRYL Is in the business of steel
processing and distribution. It offers hot and cold rolled flat steel
products in customized sizes and quantities through processing
services and materials management services.




Tata Refractories Limited (TRL): It produces High Alumina,
Basic, Dolomite, Silica and Monolithic Refractories and offers
design, procurement and re-lining applications services. It is one
of the few companies worldwide to produce silica refractory for
coke ovens and the glass industry. The Company has a basic
bricks manufacturing unit in China.



21












TRF Limited: TRF, one of India's leading companies in the
business of design, manufacture, supply, installation and
commissioning of engineered-to-order equipment and systems in
the areas of bulk material handling, processing, reclaiming and
blending. TRF has also made its mark in the fields of coke oven
equipment, coal dust injection systems for blast furnaces and
coal beneficiation systems.





J amshedpur Utility and Service Company Limited (JUSCO):
Re-engineered out of Tata Steel's town services, JUSCO is a
wholly owned subsidiary of Tata Steel and is the country's first
enterprise that provides municipal and civic services for
townships. JUSCO is the only EMS 14001 civic services
provider in the country




The I ndian Steel and Wire Products Limited (I SWP): Recently
acquired by Tata Steel, ISWP has two units - a wire unit
comprising wire drawing mills, wire rod mills and a fastener
division and a steel roll manufacturing unit named Jamshedpur
Engineering and Machining Company - JEMCO.






Tata BlueScope Steel Limited: A joint venture with BlueScope
Steel Limited, Australia, Tata BlueScope Steel Limited offers a
comprehensive range of branded steel products for building and
construction applications. The Company is constructing a state-
of-the-art metallic coating and painting facility at Jamshedpur.









22











Dhamra Port Company, Orissa: A JV between Larsen &
Toubro Ltd. and Tata Steel Ltd., the company will build a deep-
draft (18 meters) all weather port on the east coast of India. The
port will handle 80 million tons per annum of cargo.





Hooghly Met Coke & Power Company : A joint venture with
West Bengal Industrial Development Corporation Ltd.,
HMC&PC envisages an annual met coke production capacity of
1.2 million tones and 90 MW of electric power.






Lanka Special Steel Limited: The only unit in Sri Lanka
manufacturing galvanised wires.





Sila Eastern Company Limited: Established to develop
limestone mines in Thailand, mainly for the captive use of Tata
Steel.





NatSteel Asia (NSA): A leading supplier of premium steel
products for the construction industry. NatSteel Asia became a
100% subsidiary of Tata Steel in February 2004. NSA produces
about 2 MT of steel products annually across its regional
operations in seven countries.







Tata Steel Thailand: The company is the dominant steel
producer in Thailand. The company has the capacity to produce
1.7 million tons of steel for the construction industry per year.


23

HISTORY OF TATA TUBES


A new dimension in steel tube technology opened up in India in the early 50s with the
establishment of the Indian Tube Company Ltd.(ITC), a joint venture between Tata Steel and
Stewarts & Lioyds UK(now a part of British Steel). After the disinvestments by British Steel,
ITC merged with Tata Steel to form the Tubes Division in 1985, which today is the leading
welded steel Tube Company in India with a manufacturing capacity of 2,50,000 tones.

The works situated in Jamshedpur have the following Plants:


High Frequency Induction Wield (HFIW) Tube Mill for black & galvanized tubes and
rectangular and square hollows.

High Frequency Induction Wield (HFIW) Tube Mill for Precision Tubes.



Currently TATA STEEL (Tube Division) occupies the no.1 position in the Indian Tubes
Industry and is the only company with a National Network.

Tubes Division has well established IT infrastructure, which includes an ERP system
covering 30 sales points. Marketing HQ & works through WAN, Lotus Notes Mailing system
& other office automation applications covering marketing and sales network. A web enabled
complaint management system is also being implemented.






















24

Important Milestones:

1953 Formation of erstwhile Indian Tubes Company Limited by Tata Steel, Stewarts and
Lloyds.

1955 Commissioning of F.M.(Frentz Moon)-1, For large size tubes.

1957 C.R.(Cold Rolling) & E.R.W.(Electrical Resistance Welding ) plant started.

1959 Seamless plant goes out in stream.

1966 F.M.- 11 added.

1975 E.R.W. Modernization.

1981 British Steel decision to dis- invest outside U.K, share offered to TISCO.

1983 TISCO,ITC arrangement for conversion of strips into tubes.

1985 Amalgamation of Tata Steel and Indian Tubes. It becomes Tubes Division TISCO.

1990 High frequency Induction Weld Mill(HFIW)added

1993 F.M.1obseleted in April.

1994 2
ND
PTM(PRESICION TUUBE MILL)added.

1998 Seamless plant obsoleted in January




















25

CERTIFICATES



- Tubes division has been awarded the ISO 9002 certificate since October 1994 as recognition
of our excellent quality systems.

- The American Petroleum Institute has given Tubes Division, a certificate of authority to use
the API monogram for Welded line pipes. TATA STEEL is an established player in this
sector and has been supplying seamless tubes in casings, tubings and line pipes to the oil
industry since 1970. In this regard, it is pertinent to mention that the company is well
acquainted with stringent and specific requirements of this segment and has performed
extraordinary well in catering to the needs of their customers.

- The division is recognized by central Boiler board as Well known Tube and Pipe Maker
and granted self certification status for boiler tubes.

- Lloyds Register has approved Tubes division as a manufacturer in accordance with the
accordance with the requirements of Lloyds register for:-Welded pipes and tubes in carbon,
carbon- manganese and alloy steel.










26

PRODUCTS & ITS APPLICATIONS






I. Standard Tubes: Standard tubes are extensively used in:

PLUMBING
IRRIGATION
COLD STORAGE: The cold storage industry constitutes a very important
market segment for TATA PIPES. Pipes are the lifelines of cold storage unit.

TATA PIPES is the market leader in this segment.



It was found necessary that we consolidate our leadership position through a marketing
strategy that shall strengthen brand loyalty, both in the short term and the long term.











TYPES
Standard
tubes
Presicion
tubes
Closed
structured


27

II. Precision Tubes: Precision tubes are extensively used in:
Automobile, power & industrial boilers,
Transformers, super heaters,
Economizers, heat exchangers,
Bicycles, automobiles
Railway electrification,
Furniture applications,

A team of highly qualified engineers in the research and development wing keeps pace with
improved techniques and latest developments in tube technology pertaining to this field.
ERW Precision tubes offer many advantages, such as Close tolerances in diameter.

III. Closed Structural: Closed Structural tubes are extensively used
in:
Agricultural implement frames, amusement park & play ground equipment.
Automobile chassis, bridges, bus stands.
Conveyor gantries, cranes
Drilling rigs, exhibition stalls
Furniture, partition frames, flood light masts
Guard rails, staircase, industrial lifting equipment
Industrial sheds, large span portal frames.
Pallets, footbridge, sign supporting structures
Space frames, sport galleries, transmission line towers, trolley, trucks & bus
body members and lots of other application.












28

PRODUCT PROFILE OF TATA TUBES


The Tata Steel Tubes Division manufactures Tubes in accordance with the Lioyds Register
and according to Central Boiler Board; we are a well known pipe maker under regulation
4C (2) of the IBR Act 1950. Few tube makers in India enjoy this self-certification status. The
division has also been accredited with the ISO 9002 Certification for confirming to high
quality standards.

ROUND HOLLOW SECTION - IS1161

20mm
25mm
40mm
50mm
65mm
80mm
100mm
150mm

RECTANGULAR HOLLOW SECTION
IS 4923

113.5*113.5* 72*72* 145*82*
3.6mm 3.6mm 3.2mm
4.0mm 4.0mm 3.6mm
4.8mm 4.8mm 4.0mm
5.4mm 5.4mm 4.5mm
4.8mm


122*61* 91.5*91.5 145*82* 100*100* 172*92* 92*48* 132*132* 145*48*
3.0mm 3.0mm 3.0mm 2.5mm 3.6mm 2.4mm 3.6mm 3.6mm
3.6mm 3.6mm 3.6mm 4.0mm 4.0mm 3.2mm 4.5mm 4.0mm
4.5mm 4.5mm 4.5mm 5.0mm 4.8mm 3.6mm 4.8mm 4.5mm
5.4mm 5.4mm 5.4mm 5.6mm 5.4mm 4.0mm 5.4mm 4.8mm
6.0mm 5.4mm 6.0mm 5.4mm











29

PRODUCT SPECIFICATION


Steel Tube Technology opened up in India in the early 1950s with the establishment of the
Indian Tube Company Ltd. (ITC), a joint venture between Tata Steel and Stewarts & Lloyds
UK (now a part of British Steel).
After the disinvestments by British Steel, ITC merged with Tata Steel to form the Tubes
Division in 1985, which today is the leading Welded Steel Tube Company in India with a
manufacturing capacity of 200,000 tones.

STANDARD TUBES

Indian Standards: IS 1239 Part-1, IS 1161
British Standards: BS 1387
American Specifications: ASTM A 53

PRECISION TUBES

Indian Standards: IS: 1914, IS: 1978, IS: 2039, IS: 3074, IS: 3601, IS: 7138, IS: 8036, IS:
1161, IS: 4923
British Standards: BS: 980, BS: 1717, BS: 1775, BS: 3059, BS: 6323
American Specifications: ASTMA 178, ASTM A 214
Japanese Standards: JIS: G 3445










30

STRUCTURAL TUBE MILL

Tata Pipes and Tata Structura steel hollow sections are manufactured by the High Frequency
Induction Welding (HFIW) process. The process, also known as the Cold Process, uses HR
strips, which are manufactured at Tata Steels modern hot strip mill. In the HFIW process, the
slit HR coil goes through the MIG welder, while a steady flow is assured from the horizontal
coil accumulator. Cold stamping is done at this stage with the TATA seal of quality. The
tubes then progressively form as the strip passes through successive rolls and is followed by
the high frequency induction welding at the edges to complete the weld. External beads due
to weld deposition on the outer surface of the tubes are then removed to ensure a smooth
surface finish. Following the welding process, an eddy current non-destructive testing
machine screens out the imperfectly welded tubes. Tubes that pass the test are cut into
required lengths by cold saw, which gives a smooth burr-less square cutting edge. Tubes are
then packed in hexagonal bundles by MAIR auto-packing machine.














31

MANUFACTURING PROCESS
Tata Pipes and Tata Structura steel hollow sections are manufactured by the High Frequency
Induction Welding (HFIW) process. The process, also known as the Cold Process, uses HR
strips, which are manufactured at Tata Steels modern hot strip mill. In the HFIW process, the
slit HR coil goes through the MIG welder, while a steady flow is assured from the horizontal
coil accumulator. Cold stamping is done at this stage with the TATA seal of quality. The
tubes then progressively form as the strip passes through successive rolls and is followed by
the high frequency induction welding at the edges to complete the weld. External beads due
to weld deposition on the outer surface of the tubes are then removed to ensure a smooth
surface finish. Following the welding process, an eddy current non-destructive testing
machine screens out the imperfectly welded tubes. Tubes that pass the test are cut into
required lengths by cold saw, which gives a smooth burr-less square cutting edge. Tubes are
then packed in hexagonal bundles by MAIR auto-packing machine. Commercial tubes are
manufactured by the high frequency induction welding process which commonly known as
the HFIW process. Until 1993 these tubes were manufactured entirely in the old 3-inch ERW
mill which can produce tubes with outside diameter 90d) ranging from 15.88 to 76.20mm. in
august 1993 a new 2-inch precision mill facility was procured, with the commissioning of
which, Commercial tubes of OD as low as 15.88mm and with a lower thickness of 0.99mm
became commercially available. The current manufacturing range extends from 12.7mm to
76.2mm OD. The thickness range is from 0.6mmto 4.06mm.
The process entails forming of hot rolled steel strip into tubular shape and welding the edges
under pressure, using induction heating. Since forming takes place at ambient temperature
using cold rolled strip, a very close control on dimensions and surface finish of the tubes is
possible. Pre-treated hot rolled strip, subsequently cold rolled to close tolerances, is the feed-
stock for the
In the 3-inch HFIW mill, the hot rolled strips are leveled and the end cuts square to enable
end to end welding of coils to form endless lengths of strips for maintaining the continuity of
the mill. The strip edges are then trimmed to ensure cleanest possible surface for welding.
The mill proper consists of series of forming rolls which bend the strip progressively into
tubular form by centre forming with abutting edges.
The process of tube making in the 3 inch Commercial tube mill, through quite similar to that
of the old mill, incorporates the latest technology. The superior edge forming technique
employed here has made it possible o roll tubes with thickness/diameter ratio ranging from
1.6to10%.it has a state-of-the-art automatic weld-temperature controller, which ensures
complete consistency in
the weld quality irrespective of any minor variations in the mill speed, strip thickness etc. its
automatic high speed cut-off machine is designed to cut tubes of at speeds of 100
meters/minute


32









33


Q Factor at Tata Steel

Tata Steel lays a great emphasis on quality and all the tubes manufactured undergo various
quality assurance tests, to ensure customer delight. The manufacturing process is governed by
a comprehensive quality plan. Each and every plant in the tubes SBU today has been certified
to ISO: 9001:2000.
The quality of the product is controlled during the manufacturing process. It starts with
slitting the strip edges, continues with speed, temperature control during the high frequency
induction welding and is followed by non destructive eddy current testing directly after
welding. In-house testing laboratory is equipped to carry out various tests as per the specific
requirements.
Tata tubes are manufactured in ISO certified manufacturing facilities. The SBU also has
welldocumented Customer Complaint Handling procedures for settling complaints as
required by ISO: 9001:2000.
The Precision Tubes mill has been TS 16949 certified, besides being recognized as self
certified Boiler Tube Manufacturer by the Central Boiler Board.

Quality Management System

It may not make sense to many in the steel industry to invest in various quality control drives
during such a tough time, but for Tata Steel, pursuing such goals has been a passion and the
very essence of its existence. The company has recently won the Deming Application Prize
for its excellence in total quality management (TQM), the only steel company in the world
outside Japan to bag the award.

The steel major, which in earlier years had been saving around Rs 200-300 crore annually,
would, aided by Deming this year (2008-09), target to save around Rs 600 crore.

This is not because of the effect of market prices or impact of raw material costs going up or
down, it is purely internalfrom improvements in the work processes the company has


34

brought about. The steel majors commitment to the best practices can be gauged by Tata
Steel. In every walk of life, whether it is in running a business, in sports or education, if you
take care of the processes,
the results will take care of themselves
Tata Steel, which expects to emerge strongly from the ongoing global recession, has already
put in place a revised plan for the second half of 2008-09 (Oct onwards). The plan includes
techniques/benefits learnt in Deming and the target has been set in crores.

Various items, right from the raw material side to marketing & sales, several daily
management items which could be done better while bringing about cost reduction, cost-
cutting contributions from its Aspire projects (problem solving, Six Sigma application, etc),
efforts from supply chain management by following inventory replenishment models (while
ensuring that whatever the customer was wanting was readily available to him) have been
listed.

Deming is a very robust and a very involving process in which one cannot escape the
enlightenment at the end of it. It is only the application of the steps involved in Deming and
the consequent effects that emerged gives one the real insight into its working.

Each key performance indicator (KPI) is being tracked by the company, like zinc
consumption, coal rate, coke rate, etc, including whether any delays were taking place or not.

Tata Steel Tube Division is a three sigma company. It follows three sigma concepts. Tata
tubes are manufactured in ISO certified manufacturing facilities.







35


Quality Process
Tata Tube Division has a robust quality process. It starts from the beginning of the process.
Each tube undergoes a extensive quality process so that there is no chance of defect. Quality
process starts at the suppliers end. Companys quality experts go to suppliers end and check
the raw material to decide whether the material is of the best quality. After that it starts with
slitting the strip edges. The quality of product is controlled during the manufacturing process.
During each
process quality check is done to make sure that product is of the best quality. Product is
completely quality checked before dispatching.
Company Do basically two type of testing on product. First one is Online Destructive
Testing and the second one is Offline Non-destructive Testing. In first one product goes
through a destructive testing. In this Tube becomes spoiled. It happens to reduce the defects.
It is done when production is in continuation. That is why it is called online testing. This test
is done to determine whether the pipe has holes.
Second type of testing is Offline Non-destructive Testing. This testing is done when the lot is
manufactured. Non destructive testing is done with a certain objectives.

Some non-destructive testing are-

Hydraulic Testing is done for irrigation purpose. It is done to check whether pipe can handle
the pressure of water.

Thrust Testing is done for automobile purpose. It is done for handling the jerks.

Eddy Current Testing In this testing current is flown through the pipe and it is checked
whether pipe is crack or defected somewhere.




36


Temperature is controlled during the high frequency induction.

Apart from all these testing Company also does some specified testing according to
customers requirements. Thus company can satisfy the different customer by catering them
different quality checked products. In-house testing laboratory is equipped to carry out
various tests as per specific requirements.

After completing all testing company does the final product sampling. From every lot pipes
are selected randomly and stored in laboratory for two years. It facilitates company to tackle
future risks related to quality.

Quality policy
Company considers the research part very important. Company spends sufficient amount of
money on research. Tube division does not have its own R&D department but research
carries on at Tata Steel R&D center. There is special Tube section to focus on the pipes.
Company follows BIS standard to cater the domestic market. It produces the pipes according
to Indian standard. There are different standards for different variants of the products.
Company follows different standards for catering the other markets. Company is focusing in
producing the different products according to different weather and physical conditions.
Company also maintains quality by adopting the latest technology. It reduces the defects and
improves the productivity. Currently company is using the machinery from Italy and Taiwan.
Company focuses on minimizing the scrap so that quality can be improved. Scrap is reused
by the company. So company has adopted good waste management system.

Competition is growing day by day so company always seeks for best technology available
across the world. Company procures that technology that can improve the quality and
reduce the wastage. The technology gives competitive edge to the company in this
competitive corporate world.



37


Role of Quality in Marketing

When any company goes for marketing of its product or services, quality of the product plays
a very important role. Same is the case with Tata steel, tube and pipes division.

Brand Name TATA: The brand is the household symbol of trust and
commitment. When the sales force of the company go for selling of the product half of the
work is already done as they say the brand name Tata. It is because of its good quality and
very good quality nothing else.

The best quality assurance: Tata assure their customer that they are getting the best
quality. This company is accredited with different ISO certificate related to not only quality
but as well as health and safety of their employees & environment in which we live.

Long Term Relationship: Any long term relationship can be built on the basis of trust and
understanding. Tatas believe in that. They built trust in their customers by providing good
quality product. Understanding is developed through continuous customer feedback system.

Customer feedback: This is a customer centric organization. They manufacture the product
according to customer need and specification. That can be understood while be in a
continuous touch with the customer. They make house of the quality to better fulfill their
customer requirement and so to delight them.

Rich Product Mix: Tatas has a very wide range of product category. They are very
innovative and they always add some new and innovative product in their line. Since they are
making the product according to customers requirement so it helps in widening theirproduct
rang. Due to the Rich product mix they are able to cater ever changing demand of Indian
market.



38




Product delivery on companys risk: Company takes the entire risk till the product is
delivered to customers end. If any mishaps happens during transportation, company will bear
all loss and compensate that loss to the customer. This is a very good quality in terms of
selling strategy of company which gives it competitive advantages and helps to gain customer
trust.

Warranty and Guarantee as per the product: They manufacture a verity of pipeproducts
which use in different sectors. Like Plumbing, irrigation, cold storage, HVAC, bicycles, steel
furniture, transformers, automobiles etc. So they provide warranty and guarantee of the
product according to product requirement.

Distribution: Retail plays a major role in distributing the Tata Pipes Products to its
consumer.













39





Tata Steel- Tube Division has adopted a well formed retail infrastructure. Company sends
the product to its well established warehouses at different places in the country. It has a vast
presence across the country. Whenever warehouses demand for the goods company fulfills
the requirement. After that Local dealers contact to the warehouses and place their orders.
Thus local dealers can purchase the pipes according to their requirements and capacity. This
system also reduces the inventory at dealers end and further it reduces the stock keeping risk
and cost.













40


APPLICATION



These tubes are widely used in:

1. Power and industrial boilers

2. Transformers

3. Super heaters

4. Economizers

5. Heat exchangers

6. Bicycles

7. Automobiles

8. Railway electrification and furniture

9. General engineering & special applications

10. Air heater










41

COMPETITORS


ATLAS STEEL TUBE INDUSTRIES:

It was established in 1987 as the captive unit of Atlas cycle industries Ltd. SONEPAT
pioneer of bicycle manufacturing in India. The tube rolling capacity has been enhanced to
38000 M.T by an installation of second tube mill in 1994. Precision steel tube from 12mm
outer diameter are produced in thickness range from 0.70mm to 3.65 mm from automobile,
bicycle, furmiture & general engineering industries confirming to national and international
quality standards. A team of highly qualified and experienced engineers mining, controlling
and handling the operations consistently. Continuous improvement and innovation is an
unending Endeavour at atlas. Atlas is able to supply the tubes within the shortest lead time.
Atlas has its high speed slitting line, modern tool room with C.N.C turning centre, tube
recutting finishing facilities


TUBE INVESTEMENT OF INDIA LTD:

Tube investment of India known as the flagship company of RS 8500 cr MURUGAPPA
Group. It manufactures precision steel tubes and strips, car doorframes, automotive and
industrial chains and bicycle. The company has 13 manufacturing / assembly units spread
across the country. Marketing office acts as an interface between customer requirements and
production team. The companys are listed on national, Mumbai and Chennai stock exchange
within India and GDRs on the Luxembourg stock exchange. The companys product
segments are engineering, metal formed products and cycles. TI is the market leader in
precision tubes with 61% market share by virtue of its quality and application of engineering
capabilities. TI is the market leader in roll formed car doorframes with 57% market share by
virtue of its cost efficiency, association with key auto majors and rolling forming capabilities.
TI is the market leader in automotive chain with 35% market share by virtue of its cost,
quality and delivery and association with two wheelers majors TI is the leading player in
bicycle segment with 30% market share by virtue of its brand equity, product development
capacity and proximity to the markets.
















42

Bhushan Steel & Strips Limited (BSSL)

The flagship company of the Bhushan Group was incorporated in 1983. It deals with rolled
steel strips, steel ingots, and the scrap obtained from the manufacturing process.
The products manufactured by the company are cold rolled steel coils/sheets, galvanized steel
coils/ sheets, hardened & tempered steel strips, high tensile steel strapping, precision tubes
(ERW and CEW) having applications in Automotive, Boiler & Heat Exchangers, Air Heater,
Bicycle & Propeller Shafts Shock Absorbers, Textiles industry etc.

The company has entered into a technical collaboration with Sumitomo Metal Industries,
Japan in order to acquire the latest know-how and the quality requirements of all clients in the
engineering, Automobile & White Goods Appliances industry. Be it specialized steel for the
automotive and white goods industry, or steel for highly discerning international clients.
BSSL is in the process of setting up one of the most advanced Hot Rolling Plants of the world
in Orissa.

Automobiles & White Goods/ Domestic appliances & General Engineering Industries Its
automobile clientele includes Maruti Udyog, Honda, Telco, Hindustan Motors, GM Hyundai
Motors, Ford Motors, M&M, Richer Tractors, Ashok Leyland, LML, Scooters India Ltd,
Bajaj Auto, Honda Motorcycle, Yamaha Motors and Bajaj Tempo.

Its Home Appliance clientele includes LG Electronics, Whirlpool, Videocon, Daikin
Shriram, National Matsushita, Samsung Electronics Godrej, Voltas, IFB, Fedders Lloyd,
Carrier Refrigeration, Electrolux Group, Hitachi Air conditioners, KF Bearing Cromptom
Greaves, BPL and Philips India. Its Engineering clientele includes BHEL Aistom Limited,
L&T, GE Motors, Jhonson Lift, Kone Elevator, Lucas TVS, NRB Bearing, Harsha Engineers
Limited, Bundy India Limited and Tecumseh.













43

Clientele

Tatas have a very big client base. They export in forty-two countries. Here is some of the
name given.
Hero Honda
TVS
Yamaha
Tata Motors
Exports in 42 countries
Australia, U.K., Oman, Singapore, South Africa, etc

Tata has been providing the best quality products over the years. That is the reason it has a
rich clientele which includes big corporate houses like Hero Honda, TVS and Tata Motors
itself. Tata Pipe is exported in different countries as well. There are many countries across the
world where product is exported. Tata supplies the product according to the weather and
other conditions. Thus Tata has a strong client base in domestic and foreign markets as well












44

Complaint Handling

Complaint handling is one of the major tasks done by Tata tubes. Tata tubes not only ensure
best quality service and products but also accept the complaints if any fault arises due to there
negligence. The fault may be technical i.e. it may occur during the production process or the
fault may be due to the miss handling in case of packaging or delivery. Every fault is taken in
concern and a proper complaint handling process is implemented to overcome loop holes.
The handling is a well documented procedure to settle the complaints and providing solution
to it. The procedure of complaint handling is approved by ISO 9001: 2000.
The procedure adopted to settle the complaints is properly synchronized and implemented
after ample research done to improvise the process. The process so selected is the best
process among the various alternative. The process is such that, as the complaint is launched
by the customer, a report is prepared containing detailed description to be handled. The
company appoints a
surveyor who makes a note of the complaints launched; chronologically arrange the
complaints as per his priority to be handled. The first listed complaint in his list is settled in a
particular procedure. The procedure implemented by the surveyor is: he visits the customers
place make a descriptive check of the product, identify the complaints and the fault, assure
the customer that
the complained has been taken into consideration and a quick solution will be given, prepare
a report on the significance of the complain, submit the report to the company and lastly the
company pays compensation if the fault is found. The tool of negotiation is used during
settlement of the complaint.










45









46

OBJECTIVE

The objectives of the research were as follows:-
1. To identify the factors hampering the sales of Tata pipes

2. To study the relation between the capital of the shop and annual requirement of Tata
pipes.

3. To identify key factors influencing retailers or dealers choice for TATA Pipes.















47

RESEARCH METHODOLOGY
RESEARCH DESIGN.
SCALING TECHNIQUE.
SAMPLING.
QUESTIONNAIRE & DATA COLLECTION.

RESEARCH DESIGN
1.Types of Informations Required .

a. What are the different brands of Structural Tubes available in the
market.

b. What are the different size (N.B) in which Tata Tubes (Structural)
are available.

c. How many retailers are there in Jamshedpur who stock Structural
Tubes.

d. What is the variable a customer takes into account while purchasing a STP tubes

e. What are the various factors on which the performance of
Tata Tube can be rated.

1.Sources of Informations

a.Secondary Source

i. The information regarding the various size in which the Tata Tube are available
was retrieved from the Structura Tubes BROCHURE. The brochure contained
the information size in which the Tata Tube is available in light, medium & heavy
category, the different specification of the Tube and the mill in which they are
produced.

ii. The various factors on which the customer can rate the performance of Tata Tube
were available from the customer feedback report of 2009-2010.


iii. The data related to the sale & promotion of Tata Tube was obtained from the
report of accounts department.


48


a. Primary Sourcei.

i.A pilot survey was conducted in Jamshedpur to know the various variable/factor which a
customer takes into account while purchasing a Structural Tube.

ii. A pilot survey was also conducted to know the various retailer who stock STP Tubes.

iii.An unstructured interview was taken of the officers in the sales office to know about the
strategies related to incentive schemes, warehousing, promotions & targets set for the dealers.

EXPLORATORY RESEARCH: It is that type of research design the primary
objective of which is to provide insights into and comprehension of the problem
situation confronting the researcher.
This was done by having a discussion with the project guide and the
salesperson of Tata Tubes.
.
Information was also collected by going through the annual sales report of
Tata tubes & various journals of Tata Tubes.

DESCRIPTIVE RESEARCH: It is a type of conclusive research that has its
major objective the description of something usually market out the following
characteristics or functions.
This was done by carrying steps:
A list of various authorized dealers involved in the sale of TATA Tubes was
prepared.

The counter potential of every retail outlet was found.

The strength and weakness of Tata Tubes was assessed by interacting with
the retailers.

SAMPLE ELEMENT: It is the object the possess the information sought by
researcher and about which inferences are to be made.

In our project the sample element are the various retailers who are certified
TATA TUBES, non-certified TATA as well as non-TATA dealers.




49

SAMPLE EXTENT: Extent refers to the geographical boundaries under
consideration.
In our project the sample extent was the various districts of Jamshedpur

SAMPLE TECHNIQUE: The technique used was Convenience sampling.
Convenience sampling is a non- probabilistic sampling technique that attempts to
obtain a sample of convenience elements.



Secondary data: Is the data that has been collected earlier by someone else.It was
collected after going through the annual planning report of TATA TUBES, sales
report & various journals published from TATA TUBES.



Primary data: It is originated by the researcher for the specific purpose of
addressing the research problem. It is the data collected directly from the market place
with customers, traders,& suppliers often the major resource.

Primary data was collected from the market place by interacting with the distributors
& retailers through the survey method. The

questionnaire used in the survey have both structured as well as
unstructured questions






Data collection
techniques
Secondary
data
Primary data


50



SCALING TECHNIQUES

Scaling techniques was used to find out which variable is important/unimportant for the
customer while purchasing a Structural
tube.

For our purpose we use the Likert Scale. The respondent was asked
to indicate on a 5 point numerical scale the degree to which they feel a certain variables is
important while purchasing a Structural Tube.

The scale was

5. Extremely dissatisfied
4. Somewhat dissatisfied
3. Neither satisfied nor dissatisfied
2. Somewhat satisfied
1. Extremely satisfied

The weight used was 5, 4,3,2,1 respectively. The respondents were
asked to rate on this scale the various factors.

Another scale was developed for the dealer to rate the performance level of the Tata Tube on
different aspects.

The Five Point Scale was.

5. Very important
4. Somewhat much important
3. Important
2. Not much important
1. Not at all important
Again the weights used were 5, 4,3,2,1 respectively








51

DATA ANALYSIS AND INTERPRETATIONS

OBJ1: To identify the factors that hampering the sales of Tata pipes


As the retailer or dealer are somehow satisfied from the price of Tata tubes and pipes as the
percentage is approx (32%) for highly satisfied and (36%) for satisfied but on the other hand
(12%) or (20%) retailer are dissatisfied & highly dissatisfied from the price of the tubes ,so
we can say that price is the factor that hampering the sales of Tata tubes and pipes.





highly satisfied
32%
Satisfied
36%
Highly
dissatisfied
20%
Dissatisfied
12%
None of the
above
0%
Price
highly satisfied
Satisfied
Highly dissatisfied
Dissatisfied
None of the above
Dealer
46%
Retailer
54%
are you a dealer or retailer
Dealer
Retailer


52

HYPOTHESIS:




x15a * x19 Crosstabulation
Count

x19
Total Dealer Retailer
x15a highly satisfied 5 11 16
satisfied 7 11 18
highly dissatisfied 6 4 10
dissatisfied 5 1 6
Total 23 27 50


Chi-Square Tests

Value df Asymp. Sig. (2-sided)
Pearson Chi-Square 5.923
a
3 .115
Likelihood Ratio 6.196 3 .102
Linear-by-Linear Association 5.436 1 .020
N of Valid Cases 50
a. 3 cells (37.5%) have expected count less than 5. The minimum expected count is 2.76



H
0
: There is no relationship between retailer or dealer and price of the tubes.

H
1
: There is a relationship between retailer or dealer and price of the tubes and pipes.

As value of
2
is 5.923 and its significance level is 0.115 hence null hypothesis will be
accepted. Therefore all retailer or dealer with different views has certain reason behind using
Tata pipes because according to him price do not affect the purchase decision of dealer or
retailer as well as in the graph only 32% of retailer or dealer are dissatisfied with the price but
68% are satisfied with price so the dealer or retailer who are not satisfied with price they only
want to switch over another brand.



53

OBJ2: To study the relation between the capital of the shop and annual
requirement of Tata pipes .


The graph simply describe that according to capital the requirement of tubes & pipes is being
continuously change so the retailer who have a capital of 1 to 2 Crore (26%) have high
requirement (30%) of Tata pipes similarly the retailer who have a capital of 2 to 3 crore
(16%) have medium requirement (38%)of Tata pipes as well as the retailer who have a
capital of 3 to 4 crore (32%)have a low requirement (20%) of Tata pipes.



1 crore to 2
crore
26%
2 to 3 crore
16%
3 to 4 crore
32%
4 to 5 crore
18%
more then 5
crore
8%
What is the capital of your shop
1 crore to 2 crore
2 to 3 lack
3 to 4 lack
4 to 5 lack
more then 5 lack
High
30%
Medium
38%
Low
20%
No idea
12%
Your annual requirement of tata
pipes
High
Medium
Low
No idea


54

HYPOTHESIS:


x11 * x18 Crosstabulation
Count

x18
Total high medium low no idea
x11 1crore to 2crore 1 5 5 2 13
2 crore to 3 crore 4 2 1 1 8
3 crore to 4 crore 5 6 2 3 16
4 crore to 5 crore 1 6 2 0 9
more then 5 crore 4 0 0 0 4
Total 15 19 10 6 50


Chi-Square Tests

Value df Asymp. Sig. (2-sided)
Pearson Chi-Square 20.665
a
12 .049
Likelihood Ratio 22.344 12 .034
N of Valid Cases 50
a. 19 cells (95.0%) have expected count less than 5. The minimum expected count is .48.



H
0
: There is no relationship between capital and annual requirement of Tata tubes and
pipes.

H
1
: There is a relationship between capital and annual requirement of Tata tubes and pipes.

As value of
2
is 0.049 hence alternate hypothesis will be accepted. Therefore all retailer or
dealer have a different requirement of Tata tubes and pipes according to their capital
structure.








55

OBJ3: To identify key factors influencing retailers or dealers choice for TATA Pipes.









The graph simply describe that the majority of retailer or dealers said that price is some very
important factor because if the price if the price would be high then the retailer as well as
dealer will switch from one brand to another brand so that they rate (34%) for important
(24%) for very important and (18%) for somewhat much important.







not at all imp
12%
not much imp
12%
imp
34%
some what much
imp
18%
very imp
24%
Price
not at all imp
not much imp
imp
some what much imp
very imp
Dealer
46%
Retailer
54%
are you a dealer or retailer
Dealer
Retailer


56

SWOT ANALYSIS

TATA PIPES

STRENGTHS:

Tata pipes are known for their superior quality. Hence the retailer tends to recommend
and sell it to the customers and hence keep a good amount of stock.
Tata Pipes has a good brand image and hence a good brand equity. It is a brand
which sells by name. Therefore retailers do not hesitate to stock it.
Tata Pipes distribution network is most transparent among the steel pipes companies.
Anyone can view the distribution of tata pipes their broachers or in websites.
Tata Pipes works with its 3cs which updates its product from time to time.

WEAKNESSES:
The biggest weakness of Tata pipes distribution network is its distribution
monopolistic approach.
A good number of a retailers complaint about the lack of transparency in dealings,
communication gap, not clear about the various schemes for the retailers.
There is a clear cut lack of awareness about the latest developments of TATA Pipes
.For example: Most of the retailers complaint about the rusting problem in steel pipes,
they know nothing about the new GI pipes of TATA, which comes with AAJEEVAN
guarantee.
The profit margin given to retailers of TATA Pipes is lower and the retailers
complaint about price monopoly and absence of any sort of negotiation by the
distributor.
Due to its high price middle and lower class family cant afford it


OPPORTUNITY:

The biggest opportunity for Tata Pipes is in government supplies. With rapid
industrialization of the state, Tata pipes has immense potential in future.
Another big opportunity for Tata Pipes is the brand image and the goodwill, which it
carries. No other company was found matching it in the city and it can be encashed if
exploited properly.
Introduction of its new product line. Tata Structura which is specifically used for
architectural purpose.








57


THREATS:


The biggest threat for TATA PIPES is tendency of retailers to the customers to switch
over to the other brand due to lack of transparency in price. and offers and
unavailability, lower prices of other brands , greater margin and quick availability is a
threat.
Some retailers declined to stock TATA PIPES for the similar reasons and directly to
the distributors, if brand loyal customers ultimately refuse to switch over to other
brands.
The upcoming of PVC pipes which are in great demand now a days, and is cheap as
compared to steel pipes.
Import from china tubes and tubular components.
























58

LIMITATIONS OF THE STUDY

All the dealers and industrial user of Jharkhand were not covered because of constraints of
time.


-The study was restricted to certain specific areas of Jharkhand which may not seem to
present the general picture of product.


-Respondents unwillingness to provide adequate information were consequent upon time
constraints and personal inconveniences.


-Sampling and non-sampling errors might have crept in and attempt is made to minimize
them.


-Considering the mammoth size of the market the sample size was probably inadequate as
covering each and every department, which was at geographical disparate location, was not
feasible.


-Since the topic was sensitive the industrial users were very reluctant to talk about it.


-Since the topic was very vast and difficult it was not possible to touch each and every aspect
of the topic in a short time period.










59

SUGGESTION /RECOMMENDATIONS

Enhance Brand visibility through retail identity program.
Enhance the channel capacity by implementing channel development program.
Strengthening retail network in identified territories.
Marketing personnel should interact with the retailers as well as customers on regular
basis.
Customer complaint should be resolved within the predetermined duration.
Need for additional range of product for catering to new markets/customers.
Increase in sales volume possible only with superior availability.
Like other competitors, Tata pipes should also conduct product promotional program
regularly.
Different schemes offered by Tata Pipes should also be reached to the small retailers
TATA tubes should focus on all such dimensions which they do not manufacture but
are in great demand in Jamshedpur market. It corresponds to nearly 50% of the total
market.
Tata pipes can increase the market share by increasing the no of distributors.
Quality of HFIW process is superior to the quality of FM process.
Bend ability, thread quality, weld quality and zinc coating of Tata pipes are the
excellent.













60


BIBLIOGRAPHY



MARKETING MANAGEMENT - PHILIP KOTLER


MARKETING RESEARCH - DAVID LUCK
&
RONALDS RUBIN


TATA SEARCH- A JOURNAL FOR TECH ADVANCES



Websites : www.tatatubes.net
www.tatasteel.com
www.google.com
www.tiindia.com

www.indianinfoline.com
www.tube.net.com


Magazines : Business India

Tata Tubes (magazine)
- Structural tubes