"Marketing Mix Analysis of steel Companies: A study on KY Steel Mills Ltd." (The OCP Report has been prepared for the Partial Fulfillment of the Degree of Master of Business Administration with a Major in Finance & Banking). Department of Business Administration Faculty of Business Studies International Islamic University Chittagong "Marketing Mix Analysis of steel Companies in Chittagong: A study on KY Steel Mills Ltd." (The OCP Report has been prepared for the Partial Fulfillment of the Degree of Master of Business Administration with a Major in Finance & Banking). S. M. Yousuf Chowdhury MBA (Finance & Banking), M062003, IIUC - 1 -
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"Marketing Mix Analysis of steel Companies: A study on KY Steel Mills Ltd."
(The OCP Report has been prepared for the Partial Fulfillment of the Degree of Master of Business Administration with a Major in Finance & Banking).
Department of Business Administration Faculty of Business Studies
International Islamic University Chittagong"Marketing Mix Analysis of steel Companies in
Chittagong: A study on KY Steel Mills Ltd."
(The OCP Report has been prepared for the Partial Fulfillment of the Degree of Master of Business Administration with a Major in Finance & Banking).
S. M. Yousuf Chowdhury MBA (Finance & Banking), M062003, IIUC - 1 -
Date: 26th May, 1998
The Honorable Dean
Faculty of Business Studies
International Islamic University Chittagong
Subject: Submission of the OCP Report.
Dear Sir,
I am writing this report regarding the topic "Marketing mix analysis of steel
companies in Chittagong: A study on KY Steel Mills Ltd." I started my OCP
program 1st February and completed on 31st March of 2008.I feel great
pleasure to the OCP report on KY Steel Mills Ltd. I think the OCP program is
very useful, informative and realistic method to gather practical experience
about a company's activities. For the assigned job I have worked in two
phases. In first step I have collected primary data from market place; where I
have used a questionnaire to collect information through face-to-face
interview with wholesalers and retailers. In second step I have collected
secondary data from the company personnel, annual report, general report
and magazine. After collecting necessary information I have tabulated and
analyzed that information. Finally this report has been made.
I therefore, pray and hope that you would be kind enough to accept my report
and oblige thereby.
Sincerely your’s,
______________________
S. M. Yousuf Chowdhury MBA (Finance & Banking), M062003, IIUC - 2 -
ACKNOWLEDGEMENT
At the very beginning of this OCP report, I would like to thank Allah the
almighty, without his help my effort would not come in to shape.
I would like to thank and offer my gratitude to Mr. Rizwan Hassan, Asstt.
Professor, International Islamic University Chittagong for supervising me
throughout my OCP program and providing various guidelines for preparing
this report.
I would like to extend my heart felt thanks to the contributors of generous help
I have received from many sources of KDS Group - Steel Division., I like to
express my tributes and gratitude to Mr. Munir Hussain, Honorable Executive
Director of KY Steel Mills Ltd. for encouraging me to complete the OCP
program .
In this report I also want to acknowledge the guidance of Mr. Arfanul Islam
Khan, Executive (Marketing & Sales), Mr. Nasrullah Karim Chowdhury,
Coordinator (Marketing & Sales), Mr. M. A. Chowdhury, General Manager
(Marketing & Sales).
I will also never forget the contribution of all managers and staffs of KY Steel
Mills Ltd. who have spared their valuable time to me. I would like to thank
them and other personnel who helped me.
Thanking All
______________________S. M. Yousuf ChowdhuryMatric no- M062003MBA (Finance & Banking) Autumn-2008
S. M. Yousuf Chowdhury MBA (Finance & Banking), M062003, IIUC - 3 -
EXECUTIVE SUMMERY
The report deals with an important topic described "Marketing mix analysis
of steel companies in Chittagong: A study on KY Steel Mills Ltd." The
principal objective of the report is to analyze the marketing mix of different
steel (C.I. Sheet) companies in Chittagong and also evaluate the overall
performance KY Steel Mills Ltd. On the basis of OCP program, I have
prepared this report. This practical knowledge has been brought under five
major sections. The very short first section contains introduction, objective of
the study, methodology of the study, scope of the study, and limitations of the
study.
Interview of total 100 dealers, sub dealers, retailers and company officials was
taken to accomplish the study. But both primary and secondary data has been
used to write report properly. I have tried my best to depend on the source of
data that is more reliable and rational. All the information and data included in
the report were updated and from a reliable source and so little assumption
was made which helps make this report further praiseworthy and reliable in
order to use it by anybody for any research. On the top of that the interview
was fair and I have tried my best to hold all the interviews with important
clients of KY Steel Mills Ltd. so that the information is more relevant.
After analyzing all the secondary and primary data I came in to solution that
there are huge competitor in the steel market. Three companies are
competing with the KY steel they are:
ABUL KHAIR STEEL
P.H.P
S. ALAM
S. M. Yousuf Chowdhury MBA (Finance & Banking), M062003, IIUC - 4 -
In the study it was found that only for it’s excellent G.L product the company has
achieve brand loyalty of the dealers and customers. The other reasons for the
success of KY steel market are product level branding and corporate branding,
complain handling procedure of final consumers, flexible price receiving system,
follow both 0 level and 1 level channel of distribution system, 25 territory marketing
and sales executives, rate facility, credit facility, brand image of the company,
developed promotional policy, preferable gift items for the channel members, a group
of skilled manpower and so on.
It is also found that all the dealers, retailers, and customers of KY steel mills Ltd. Is
not totally satisfied. They desire more affordable and reasonable pricing policy than
the present one. From the study it has been revealed that the factor influences the
customers of KY steel mills Ltd. Most is the syndicated price of its products. If the can
be reduced more, the market of KY steel mills Ltd. will expand further.
A number of suggestions are given for the betterment of KY steel mills Ltd. at the end
of this report. There has been also some important information about the competitors
presented as well. Although it is not the market leader, it is hoped that if the proposed
recommendation are followed, surely the company will be benefited.
S. M. Yousuf Chowdhury MBA (Finance & Banking), M062003, IIUC - 5 -
TABLE OF CONTENTS
CHAPTER-1: INTRODUCTION
1.1 Introduction
1.2 Objective of the Study
1.3 Methodology of the Study
1.4 Scope of the Study
1.5 Limitation of the Study
CHAPTER-2: COMPANY PROFILE
2.1 History of KDS Group
2.2 Success of KDS Group
2.3 Company Profile
2.4 Company Address
2.5 Company Mission
2.6 Financial Performance
2.7 Organization Structure
2.8 Department of KY Steel
2.9 SWOT Analysis
2.10 Product Outline
CHAPTER-3: FINDINGS AND ANALYSIS
3.1 Product
3.2 Price
3.3 Distribution
3.4 Promotion
3.5 Findings
CHAPTER-4: RECOMMENDATION & CONCLUSION
4.1 Recommendation & conclusion
4.2 Reference
4.3 Appendix
S. M. Yousuf Chowdhury MBA (Finance & Banking), M062003, IIUC - 6 -
CHAPTER-ONEINTRODUCTION
S. M. Yousuf Chowdhury MBA (Finance & Banking), M062003, IIUC - 7 -
1.1 Introduction
Marketing research is very important to find out the real position and share of the
company. Marketers always conduct research to know the customer reaction. A good
market position of a company is mainly depends on good marketing system of a
company. A company always engages in research to know the customer argument,
customer perception and satisfaction. Company can come to know about the
weakness and threat and also the strength and opportunities though market analysis.
A company can conduct marketing research in its own research department or
outsider, depending on its own research skills and resources, may do all of it.
Although most large companies have their own marketing research department, they
often use outside firms to do special research tasks of special studies. A company
which is not using third party for market research analysis engages in a wide variety
of activities, ranging from market potential and market share studies to assessments
of customer satisfaction and purchase behavior by analyzing the marketing mix-
pricing, product, distribution and promotion activities. Organizational consulting
project (OCP) program (MBA) of International Islamic University Chittagong is
mandatory for post graduation for the MBA students. For this, a student of
Department of Business administration at IIUC, after completion of sixty credit hours
of theoretical courses has to go for further three credit hours practical course related
to their relevant field. The OCP program of International Islamic University
Chittagong reveals one of the goals of the University itself to produce postgraduate of
international standard within the local environment.
The basic purpose of this experience is to expose the students to the real business
situation and make him accustomed to the practices of modern business world. This
exposure is very rewarding for one-self to see how things move and to find the gap
ape as well as the similarities between theoretical knowledge and practical
operations.
S. M. Yousuf Chowdhury MBA (Finance & Banking), M062003, IIUC - 8 -
This report is a partial requirement of the OCP program conducted in the KY Steel
Mills Ltd. a concern of KDS Group of Industries on the topic "Marketing mix
analysis of steel companies in Chittagong: A study on KY Steel Mills Ltd."
1.2 Objective of the Study
The Main objective of the study is to analyze the marketing activities of KY steel
mills. The specific objectives are given below:
To analyze the product market position of KY's steel products.
To identify the effectiveness or trade promotional tools.
To evaluate the existing channel of distribution of KY steel products.
To know the pricing system of the company.
To put forward some recommendation for strengthening the marketing
activities of the company.
S. M. Yousuf Chowdhury MBA (Finance & Banking), M062003, IIUC - 9 -
1.3 Research Methodology
To obtain necessary data and information market survey will be conducted only on
Chittagong City. During the study regarding the topic "Marketing mix analysis of
steel companies in Chittagong: A study on KY Steel Mills Ltd." I conducted a
research based on secondary information and primary data. Secondary data consist
of information that already exists somewhere having been collected for another
purpose. I studied the different journals, books, and technical manual, product list of
the company. For graphical data presentation Microsoft Excel has been used.
Primary Data
Primary data consists of information collected for the specific purpose at hand. To
gathering the primary data I used questionnaire. Through this questionnaire I
conducted with the dealers, sub dealers and retailers.
Data Collection
There are many sources by which data such as competitors' information, consumer
information, market condition, market size, promotional data, and company
information is collected. Most of the data was available to the company, while
questionnaire was to be developed to make the survey to have some particular
information. However, the table 1.1 below shows an overview of collecting data.
S. M. Yousuf Chowdhury MBA (Finance & Banking), M062003, IIUC - 10 -
Table 1.1: Type of sources of information
Sl. No. Types of Information Source
1. Competitors' information
(Facility, commission, gift, incentive)
Market condition
Survey
Company personnel
Survey
2. Market size Historical data
Survey
3. Promotional data Survey
Company personnel
4. Company information
(Company analysis, activities,
distribution, sales force etc.)
Historical data
Company personnel
Annual Report
Research Description
Type of research:
After the problem has been defined carefully the manager and researcher must set
research objectives. Research might have one of three types of objectives. The
objectives of exploratory research is to gather preliminary information that will help to
define the problem and suggest hypothesis Descriptive research is to describe
marketing problems, situation and position or markets such as the market potential
for a product, price, distribution and promotion or the demographics and attitudes of
consumers. Causal research is to test hypothesis about cause and effect
relationships. As our objective is to find out the marketing mix analysis and situation
and position of the company, our proposed research is Descriptive research.
Sample Design:
Sample: A segment of the population selected for research.
S. M. Yousuf Chowdhury MBA (Finance & Banking), M062003, IIUC - 11 -
Population:
In our research populations are all of the dealers, sub dealers, and retailers. It is not
possible to conduct with all of the dealers, sub dealers, and retailers. I selected 20
dealers, 30-sub dealers and 50 retailers as a sample. Designing the sample requires
three decisions First who is to be surveyed (what sampling unit) the researcher must
determine what information needed and who is most likely to have it.
Sampling Unit:
Our sampling units are the 20 dealers, 30 sub dealers and 50 retailers because the
information needed to identify the market position belongs to those 100 people so
they are our proposed sampling unit. Sample Size:
How many people should be surveyed. In our study sample size is 100, i.e. we
surveyed two markets in Chittagong at Asadgonj and colonel hat. From both the
market we take 50 samples are surveyed.
Sampling Method:
There are two type of sampling procedure (1) Probability sampling (2) Non probability
sampling But the probability sampling costs too high and takes too much time. In the
research there always take non-probability sampling even though their sampling error
cannot be measured. Under non-probability sampling there are four kinds of
methods.
Convenience sampling
Judgment sampling
Quota sampling
Snow-ball sampling
I used non-probability sampling method because I selected a prescribed number of
people in each of several categories from which to obtain information who are good
prospect for accurate information.
S. M. Yousuf Chowdhury MBA (Finance & Banking), M062003, IIUC - 12 -
Survey Method:
It indicates a structured questionnaire given to respondents and designed to elicit
specific information. There are four types of survey method given below:
1. Telephone interviewing.
2. Personal interviewing,
3. Mail interviewing.
4. Electronic interviewing.
To conduct my survey I used personal interviewing method. Under this method I take
personal in-home interviews. Because I took face-to-face interview with the
population in their shop.
In collecting primary data researchers have a choice of two main research
instruments.
Questionnaire
Mechanical device
As questionnaires are very flexible there are many ways to ask questions.
I have used questionnaire in collecting primary data.
Questionnaire Design
In preparing a questionnaire the marketing researcher must first decide what
questions to ask. Questionnaires frequently leave alit question that should be
answered and include questions that cannot be answered, will not be answered or
need not be answered.
The form of each question can influence the response. Researchers distinguish
between unstructured- questions and structured questions. In structured question
respondents can response in their own words but in unstructured question
respondents can't response in their own; words. Moreover a questionnaire may be an
open-end questions or close-end questions or close-end question or mixed end
questions.
S. M. Yousuf Chowdhury MBA (Finance & Banking), M062003, IIUC - 13 -
The structure of the questionnaire may even have multiple questions or dichotomous
question and the order of question should be consistent.
I have designed the questionnaire including all open-end questions and
dichotomous questions.
Data Analysis and Interpretation
All categories of respondent's dealers, sub dealers and retailers indicated a rank
ordering of brand preference (product level branding), brand preference (corporate
branding) based on overall performances of steel industries. In case of product level
branding 38% of the dealer, sub dealer, and retailer first preference is cow. Almost
27% second preference is Arabian horse. Hen and Cock are in the third and forth
position consequently. In case of corporate branding almost 36% of the dealer, sub
dealer and retailer first preference is Abul Khair Steel (AKS). 28% second preference
is PHP, almost 21% prefer KY Steel Mills Ltd. and around 15% prefer S. Alam. After
summarizing the rank ordering is obtained with the following calculation AKS total
score is 37 and KY total score is 21.
The result shows the following rank ordering the position of the company is as
follows:
Table 1.2: Company Rank Order
Name of the company Rank
Abul Khair Steel (Cow) 1
PHP (Arabian Horse) 2
KY (Hen) 3
S. Alam (Cock) 4
S. M. Yousuf Chowdhury MBA (Finance & Banking), M062003, IIUC - 14 -
1.4 Scope
During my OCP program I was assigned with the topic "Marketing mix analysis
of steel companies in Chittagong: A study on KY Steel Mills Ltd."I So I
worked to find out the market position of KY Steel mills Ltd in the total Steel market of
Chittagong. In the two months duration of my OCP program I worked only in
Chittagong metropolitan area with the issue of Steel market. Basically in Chittagong
there are two Steel markets named Asadgonj market and Colonel Hat market. We
have surveyed both the markets. For my working purpose I studied several journal,
books and report. It is not possible to work in the whole Bangladesh. Within these
two months I studied about the total steel market of Chittagong from different
publications. Besides this for colleting data purpose I have observed the following
departments in KY steel:
Accounts and finance department.
Sales and marketing department.
Commercial department.
Human resource department.
IT department
Production department.
S. M. Yousuf Chowdhury MBA (Finance & Banking), M062003, IIUC - 15 -
1.5 Limitation of the Study
Limitation acts as barriers to do something. Like all other researchers I have also
faced some limitations. But I have tried to the extreme level to collect the maximum
information from different sources & from the Steel Division office but this report is
not free from short faults. While I preparing this report I faced some problems. These
are as follows:
The annual report of the KY was not provided much information that I need.
Time is another constraint In a short period of time of few months it is very
difficult to prepare a research report.
My personal limitation also contributes greatly in making the study less
perfect then desired.
Most of the employees are loyal about their company for that they do not try
to disclose the data, which create bad impact about the company.
It was really hard to manage every dealers and retailers to get answer to the
questions included in the questionnaire.
The area was specified as well. The survey was conducted only based on
Chittagong city. As a result, this did not represent the overall situation I
throughout the country.
S. M. Yousuf Chowdhury MBA (Finance & Banking), M062003, IIUC - 16 -
CHAPTER-TWOA BRIEF HISTORY OF KDS GROUP
S. M. Yousuf Chowdhury MBA (Finance & Banking), M062003, IIUC - 17 -
2.1 A Brief History of KDS Group
This group is a well-known one in Bangladesh with major business in export
of garments to all parts of the world. It is true of success for the Group
established in 1983, with long-term vision, dedication and determination the
Group has established itself successfully within a very short period of time
and its present yearly turnover is about 2200 Core Taka. It employs more than
13,000 people in its various establishments. KDS implies Khalil, Dilruba and
Salim.
The iron and steel sector are vital in the economic and industrial development
of any country. With a view of these requirements, KY has introduced
themselves in the steel sector in Bangladesh. K and Y imply Khalil and Yasin.
The KDS group came in the industrial sector of Bangladesh to establish their
philosophy. They believe that their name is their mission; their slogan for the
future, a vivid realization, a goal and a commitment, to people, to country, this
is the promise.
Galvanized plain sheets and corrugated iron sheets (GP/CI) are value added
steel products, which are sturdy, lightweight, bright and corrosion resistant.
KY produces this product from their own raw materials that is CR coil under
their own factories and doing this purpose KY imports the HR coil mainly from
Japan, Korea and India etc. KY also sells this CR coil inside the country which
companies produce CI sheets. But in this report I want to give emphasis on CI
sheets, which is a corrugated iron sheet and it has a major application in
domestic and industrial roofing and negligible uses in rolling shutters. There
are several kinds of CI sheet companies in Bangladesh and KY steel mills ltd.
is one of them. It's completely an individual private Ltd. Company.
Al Hajj Khalilur Rahman as the chairman & managing director of KDS group
are always very pleased to employee who brings the organization to a strong
position. He has tested all roads and stayed ahead of the competition time
and time again. This has been possible by continuous capital investments in
the various sectors where the organization is involved. This not only proves
S. M. Yousuf Chowdhury MBA (Finance & Banking), M062003, IIUC - 18 -
how determined and focused the group in achieving the goals for the future
but also depicts how it intends to play an important role in the socio-economic
development of Bangladesh.
Getting to be the one of the largest & most diversified business group in
Bangladesh was a long & hard road to tread. KDS is still continuing on the
journey of growth, diversity & achievement. The growth has been one of the
most significant in each area of operation. This was made possible by the
strong drive of the management & continuous dedicated hard work of the rest
of its team. KDS employees are more than 13,000 people in all its operation.
This has been recognized as one of the largest employments & there by
making it's contribution in the socioeconomic structure of the country.
2.2. Success of KDS Group
The potential of the readymade Garments manufacturing industry was first
brought to light in the late 70s. The country being in its primary stage, having
independence for only a few years was in a rather vulnerable situation as far
as international trade was concerned.
Thus, it was mainly with the perseverance of the few entrepreneurs, who
visualized the future of Garments industry; the path of the industry was laid in
Bangladesh. One of those visionaries was Mr. Khalilur Rahman the founder of
the KDS Group.
Recognizing that the basics that the industry required was available in
Bangladesh, Mr. Rahman set up one of the first garment manufacturing units
in Bangladesh, KDS garments industry Ltd. on sep. 11, 1983. 300 men and
women on one single floor worked eagerly to build a future together.
S. M. Yousuf Chowdhury MBA (Finance & Banking), M062003, IIUC - 19 -
Since then, KDS never stopped growing. Numerous struggles and hurdles
had to be toppled before the company started to take shape to its present size
and structure.
KDS set up its first accessories plant in a location just 5 minutes away from
the mother plant. Following that a series of accessories manufacturing units
were set up in the same location to support the mother industry, and soon it
formed an independent operational division, the KDS accessories division.
Apart from the accessories, KDS establish its own washing, Quilting and E
embroidery plants to meet its growing needs of the international market.
Export of readymade garments is mainly to the USA. But KDS identified
different markets around the world.
The KDS Textiles Mills was its latest ambition related to the mother industry,
which is gradually turning into a reality as it is now due to go into production
early 1999.
In 1985 KDS explored a completely different field. The steel industry, KIY
Steel Mills Ltd was an established producing Galvanized CI sheet mainly
consumed locally. With the immediate results of KIY, the Plant Was Expanded
To doubles Its Original Size By 1995.
With a steady growth, KDS has also made major investments in several
Financial Institutions (Bank) as well as insurance companies and even in
stocks and securities in the country and has acquired Directorship in each.
It remains to be the pride of KDS that it grew to be one of the largest groups
of industries in the country within only a decade.
Today, after 25 years of KDS, the group has a total turnover of over US $ 480
million. The entire Group has now around 13000 people in its different
division.
S. M. Yousuf Chowdhury MBA (Finance & Banking), M062003, IIUC - 20 -
This sincere effort has been duly recognized and KDS thus been the proud
recipient of many International awards and the National Export trophy each
year since 1985.KDS, always looking forward to changes as opportunities.
The group has got four major divisions with a number of group companies
within each division as mentioned below. Besides, company has got liaison
offices in abroad also.
Box 2.1
GarmentsDivision
AccessoriesDivision
InformationTechnology
Division
Steel Division
KDS Garments Industries Ltd.
Five Star Corporation
Shaindir Garments
HN Garments Ltd.
Moon Apparels KHS Enterprise KS Apparels KDS Quilting Star Apparels Modern
Apparels, KDS Washing
Plant KDS Textiles
Mills Ltd. KDS Embroidery
Plant KDS Knitting &
Dying Ind. Ltd. KDS Screen
Printing Ind. Ltd.
KDS Poly Industries Ltd.
KDS Plastic Industries Ltd.
KDS Printing Industries Ltd.
KDS Packaging Industries Ltd.
KDS Label Printing Industries Ltd.
KDS Cotton Poly Thread Industries Ltd.
KDS Offset Printing Industries Ltd.
KDS Screen Printing Industries Ltd.
KDS Information Technologies Ltd.
KIY Steel Industries Ltd.
KY Steel Mills Ltd.
KY CR Coil Industries Ltd.
The Garment and Accessories divisions have integrated vertically all the
activities starting from textile fabrication to printing of labels and the group is
totally independent in manufacturing and exporting garments to abroad.
Venture in steel business is relatively new for this group but it has already
become a player to recon with. In 2001 the Steel division has completed a
S. M. Yousuf Chowdhury MBA (Finance & Banking), M062003, IIUC - 21 -
massive green field project for Cold Roll Steel Production with installed
capacity of 1,50,000 Metric Ton of CR Sheet using German technology, which
is the first of such kind in Asia.
2.3 Company Profile
KY Steel Mills Limited
The Company being a member of Steel Division was established in the year
1992 with its factory at Kumira on the Chittagong-Dhaka highway about 30
Km from Chittagong City. The company is manufacturing corrugated
galvanized sheets from Cold Rolled (CR) Steel Sheets of varying thick
nesses. Presently the company has got four manuals and one automatic
galvanizing line with a total production capacity of about 6000 MT of
galvanized sheets of various sizes per month.
Bangladesh doesn't have any steel manufacturing plant and accordingly
importing processed raw materials for manufacturing steel based products.
CR is one of such raw materials Bangladesh used to import. Recently the
country got few cold rolled plants, which use imported Hot Rolled (HR) sheet
as the raw material. The Cold Rolled plant (KYCR Coil Industries Ltd.) of the
group now supply the raw material for KY Steel and thereby completed one of
the major integration in the steel based production.
Corrugated galvanized sheets are being widely used in Bangladesh as roofing
materials and also for making the sidewalls of the huts. Present annual sales
of the company are approximately 60,000 Metric Ton of corrugated sheet.
Company has got its office in Chittagong city and also got liaison office at
Dhaka. Sales are generally done through major dealers. Total number of
permanent employees at the factory is about 160 where as in the office the
number is about 60.
S. M. Yousuf Chowdhury MBA (Finance & Banking), M062003, IIUC - 22 -
KIY Steel Industries Limited
The Company being a member of Steel Division was established in the year
1989, 8th November with its factory at Kumira on the Chittagong-Dhaka
highway about 30 Km from Chittagong city. The company is manufacturing
corrugated galvanized sheets from Cold Rolled (CR) Steel Sheets of varying
thick nesses. Presently the company has got two manuals and one automatic
galvanizing line with a total production capacity of about 2,000 MT of
galvanized sheets of various sizes per month.
Bangladesh doesn't have any steel manufacturing plant and accordingly
importing processed raw materials for manufacturing steel based products.
CR is one of such raw materials Bangladesh used to import. Recently the
country got few cold rolled plants, which use imported Hot Rolled sheet as the
raw material. The Cold Rolled plant (KYCR Coil Industries Ltd.) of the group
now supply the raw material for KY Steel and thereby completed one of the
major integration in the steel based production.
Corrugated galvanized sheets are being widely used in Bangladesh as roofing
materials and also for making the sidewalls of the huts. Present annual sales
of the company are approximately 60,000 Metric Ton of corrugated sheet.
Company has got its office in Chittagong city and also got liaison office at
Dhaka. Sales are generally done through major dealers. Total number of
permanent employees at the factory is about 100 permanent & 40 casual
workers, whereas in the office the number is about 30.
S. M. Yousuf Chowdhury MBA (Finance & Banking), M062003, IIUC - 23 -
Box 2.2
Established Year 1989
Size of Facility 2,80,8000 sq ft.
Markets Served 15 % of the total market share of Bangladesh
Major Customers Domestic sale through company's authorized agents
Average annual sales $ 40,000,000
Capital investment $ 6,000,000
Material used Cold Rolling Coil (JISG3141)
Number of employee 259
Shift worked 3 Shift
Machines 5 Galvanizing Lines
Quality 212 to 222, J/S G3302
S. M. Yousuf Chowdhury MBA (Finance & Banking), M062003, IIUC - 24 -
1) What type of item do you sell with individual size?
A) GL B) CGL C) NOF
2) Which seal do you prefer?
...........................................
3) Which width is demanded in the market? (Inches)
a) 26 b) 27 c) 28 d) 29 e) 30 f) 31 g) 32
4) Are you interested to purchase directly from the factory, why?
a) Yes b) No.
……………………………………………………………………
5) Are you doing business with other company? (If yes what type of facility they
provide)
COMPANY NAME FACILITY
Abul Khair Steel
P.H.P
KY Steel
S. Alam
S. M. Yousuf Chowdhury MBA (Finance & Banking), M062003, IIUC - 55 -
6) Do you maintain storage system? If yes when & how many quantity?...........................................................................................................
7) Are you wholesaler or retailer or retailer come wholesaler?...........................................................................................................
8) If you are retailer how many shops you cover?...........................................................................................................
9) If you are wholesaler in how many outlets you worked? How many credits exist in the market?
12) How do you complain to the company?...........................................................................................................
13) How do you maintain the fund arrangement during the season?...........................................................................................................
14) What is your overall expectation from the company in your own point of view?