SWOT Analysys of Ultra Tech Cement

A PROJECT REPORT ON

SWOT ANALYSIS

OF

ULTRATECH CEMENT

Departmrnt of Business Administration

TMBU Bhagalpur

1

A PROJECT REPORT ON

SWOT ANALYSIS

OF

ULTRATECH CEMENT

Submitted by:-

Preetam Kumar Sah

MBA(2009-2011)

Roll No.- 56

TMBU Bhagalpur

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PREFACE

Summer training is essential to get practical orientation of Theoretical knowledge and to analyze the business realities at corporate level. This one and half month training procedure made me able to understand the work ethics and working culture of the business organization.

Summer training with Ultra Tech Cement [Aditya Birla Group] has given me a challenging experience, it brought me closer to realities of business organization.

My project topic is SWOT ANALAYSIS [Ultra Tech Cement] in sales department of Ultra Tech Cement, Tilkamanjhi, c/o Banshal enterprise, jail road Bhagalpur, Bihar

Preetam Kumar Sah

MBA(2009-2011)

Roll No.- 56

TMBU Bhagalpur

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ACKNOWLEDGEMENT

Any purpose and its fulfillment require deep routed efforts for its completion. Many characters play a vital role. This is more when a project undertaken is directly to a cause. Our sincere thanks to Prof. RATNESH SINHA, Director (MBA Dept TMBU Bhagalpur) who gave us the opportunity to work on such an interesting project. We would like to thank Mr. Brajesh Sir; it is from him that we learnt the nuance of the day-to-day affairs. She made us to learn more processes beyond our project.

I would like to thank my external guide MR SHASHI KAPOOR (Territory Sales Manager), Ultra Tech cement because without his proper guidance and support this project would not have been a successful.

I would also like to thank MR ACHAL PANDAY at Ultra Tech cement office who helped me in providing me the necessary resource data for this project.

Preetam Kumar Sah

MBA(2009-2011)

Roll No.- 56

TMBU Bhagalpur

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Declaration

I hereby declare that the project entitled “SWOT Analysis of Ultra Tech Cement” at Bhagalpur is submitted for partial fulfillment of my course curriculum i.e.- MBA from TMBU Bhagalpur (session 2009-2011) The project was carried out by the survey done by us with the sincere intention of benefitting the company . Project duration was from June, **, 2010 to July, **, 2010. To the best of my knowledge it is original work carried out by me and is not submitted in any other college.

Preetam Kumar Sah

MBA(2009-2011)

Roll No.- 56

TMBU Bhagalpur

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GUIDANCE CERTIFICATE

This is to certify that Mr. PREETAM KUMAR SAH of Department of commerce and Business Administration [session 2009-2011] T.M.B.U., Bhagalpur has undergone summer training project at the

‘MARKETING DIVISION’ of ULTRATECH CEMENT Bhagalpur

His topic is ‘‘SWOT ANALAYSIS OF ULTRATECH CEMENT’

Wish him all the best in future endeavor.

SHASHI KAPOOR

(Territory Sales Manager)

Ultra Tech Cement.

Bhagalpur (BIHAR)

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INDEX

Page no.

PREFACE 3 ACKNOWLEDGEMENT 4 DECLARATION 5 GUIDANCE CERTIFICATE 6

INTRODUCTION TO ULTRA TECH CEMENT 8

SWOT ANALYSYS DEFINED 27 RESEARCH METHODOLOGY 31 OBJECTIVE OF THE STUDY 32 RESEARCH DESIGN 33 DATA ANALYSIS 35

SWOT ANALYSIS 50

FINDING AND SUGGESTIONS 53 LIMITATIONS 54 RECOMMENDATIONS 55

CONCLUSION 56 BIBLIOGRAPHY 57 QUESTIONNAIRE 58

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INTRODUCTION

TO

ULTRATECH CEMENT

ADITYA BIRLA GROUP

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A US$ 29 billion corporation, the Aditya Birla Group is in the League of Fortune 500. It is anchored by an extraordinary force of 130,000 employees, belonging to 40 different nationalities. In the year 2009, the Group was ranked among the top six great places for leaders in the Asia-Pacific region, in a study conducted by Hewitt Associates, RBL Group and Fortune magazine. In India, the Group has been adjudged the best employer in India and among the top 20 in Asia by the Hewitt-Economic Times and Wall Street Journal Study 2007.

Over 60 per cent of the Group's revenues flow from its overseas operations. The Group operates in 26 countries – India, UK, Germany, Hungary, Brazil, Italy, France, Luxembourg, Switzerland, Australia, USA, Canada, Egypt, China, Thailand, Laos, Indonesia, Philippines, UAE, Singapore, Myanmar, Bangladesh, Vietnam, Malaysia, Bahrain and Korea.

Globally, the Aditya Birla Group is:

::

A metals powerhouse, among the world's most cost-efficient aluminium and copper producers. Hindalco-Novelis is the largest aluminium rolling company. It is one of the three biggest producers of primary aluminium in Asia, with the largest single location copper smelter

::

No.1 in viscose staple fibre

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The fourth-largest producer of insulators

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The fourth-largest producer of carbon black

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The fifth-largest producer of acrylic fibre

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::

The ninth-largest cement producer

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Among the best energy-efficient fertiliser plants

In India:

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One of the leading cement producers

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Largest premium, branded apparel company

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The second-largest producer of viscose filament yarn

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The second-largest in the chlor-alkali sector

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Among the top five cellular operators

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Among top 10 Indian BPO companies by revenue size

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Among the top five asset management and private sector life insurance companies

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Among the top three supermarket chains in the retail business

Rock solid in fundamentals, the Aditya Birla Group nurtures a culture where success does not come in the way of the need to keep learning

afresh, to keep experimenting.

BEYOND BUSINESS

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Transcending business for over 50 years now, the Group has been and continues to be involved in meaningful welfare-driven initiatives that distinctly impact the quality of life of the weaker sections of society in India, South-East Asia and Egypt.

In India, the Group's social projects span 2,500 villages. It reaches out to six million people annually through the Aditya Birla Centre for Community Initiatives and Rural Development, spearheaded by Mrs. Rajashree Birla. Its focus is healthcare, education, sustainable livelihood, infrastructure and espousing social causes.

The Group runs 42 schools, which provide quality education to over 45,000 children in India's interiors. Of these, 18,000 children receive free education. An additional 8,000 students receive merit scholarships. Likewise at its 18 hospitals in India, more than 500,000 patients are given extremely subsidised medical care.

The Group transcends the conventional barriers of business and reaches out to the marginalised because of its conviction of bringing in a more equitable society.

GROUP COMPANIES

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::

Grasim Industries Ltd.

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Hindalco Industries Ltd.

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Aditya Birla Nuvo Ltd.

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UltraTech Cement Ltd.

Indian companies

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Aditya Birla Minacs Worldwide Limited

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Essel Mining & Industries Ltd

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Idea Cellular Ltd.

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Aditya Birla Insulators

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Aditya Birla Retail Limited

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Aditya Birla Chemicals (India) Limited

International companies

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Thailand

::

Thai Rayon

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Indo Thai Synthetics

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Thai Acrylic Fibre

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Thai Carbon Black

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Aditya Birla Chemicals (Thailand) Ltd.

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Thai Peroxide

Philippines

::

Indo Phil Group of companies

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Pan Century Surfactants Inc.

Indonesia

::

PT Indo Bharat Rayon

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PT Elegant Textile Industry

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PT Sunrise Bumi Textiles

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::

PT Indo Liberty Textiles

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PT Indo Raya Kimia

Egypt

::

Alexandria Carbon Black Company S.A.E

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Alexandria Fiber Company S.A.E

China

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Liaoning Birla Carbon

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Birla Jingwei Fibres Company Limited

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Aditya Birla Grasun Chemicals (Fangchenggang) Ltd.

Canada

::

A.V. Group

Australia::

Aditya Birla Minerals Ltd

MANAGEMENT TEAM

Board of Directors

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:: Mr. Kumar Mangalam Birla, Chairman

:: Mrs. Rajashree Birla

:: Mr. R. C. Bhargava

:: Mr. G. M. Dave

:: Mr. N. J. Jhaveri

:: Mr. S. B. Mathur

:: Mr. V. T. Moorthy

:: Mr. S. Rajgopal

:: Mr. D. D. Rathi

  Mr. O. P. Puranmalka, Wholetime Director

Executive President & Chief Financial Officer

:: Mr. K. C. Birla

Chief Manufacturing Officer

:: Mr. R.K. Shah

Chief Marketing Officer

:: Mr. S.N.Jajoo

Chief People Officer Company Secretary

Mr. S. K. Chatterjee

AWARDS

National awards won by Awarpur Cement Works

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Year Award

2000-2001Indo-German Greentech Environment Excellence Awards by the Greentech Foundation, New Delhi

1999-2000Business / Trade Award Jamanalal Bajaj Uchit Vyavahar Purashkar

1999ISO 14001 Certification By M/S Det Norske Veritas in November

1996ISO 9001 Certification By M/S Der Norske VeritasFIMI National Social Awareness Awards

1995-96 FIMI National Social Awareness Awards

1995Indira Priyadarshini Vrikshmitra (IPVM) National Award By Ministry of Environment & Forests, Goverment of India

1994-95Special Gold Award By The Council of Industry & Trade Development for Quality

1994Delhi Comendation Certificate - Rajiv Gandhi National Quality Award By Bureau of Indian Standards

1992-93

Social Welfare Council of Industrial & Trade Development AwardFimi National Environment Award By Federation of Indian Mineral Industries, New Delhi

1992Productivity National Award By Indian Merchant's Chamber, Mumbai

State level awards won by Awarpur Cement Works:

Year Award

2003-2004Overall Performance First Prize of Naokari Limestones Mines Amongst Mechanised Mines During MEMC Week

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2000 Vidarbha Industrial Industry Safety Committee1997-98 Directorate General of Mines Safety, Nagpur Region1994 Nagpur Garden Club, Nagpur

1993Horiculture District Collectorate, ChandrapurVidarbha Industrial Industry Safety Committee

1992-93 Mineral Conservation Award IBM, Nagpur Region

1990Environment Conservation State Award — ' Vanashree' By Goverment of Maharashtra

Awards won by Gujarat Cement Works: 

Year Award

2004Bhartiya Udyog Ratan Award presented to Sh. KYP Kulkarni By Indian Economic Development & Research Association (IEDRA), New Delhi

2002-2003Greentech Gold Safety Award By Greentech Foundation, New Delhi

2002Gujarat State Safety Award By Gujarat Safety Council (GSC), Vadodara

2001-2002Greentech Environment Excellence Award By Greentech Foundation, New Delhi

2001Awards for Excellence in "Industrial Relations" By Federation of Gujarat Industries (FGI), Vadodara

Awards won by Andhra Pradesh Cement Works:

Year Award

2004-2005State and Zonal level I prize for overall performance in Mines safety

2003-2004 Energy efficient unit award from CII

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2002-2003

Energy Conservation Award from PCRAExcellence Award in Water Conservation & Pollution Control by APPCBGold medal for Six Sigma Project on Optimisation of Compressed air energy at HIMER National ConferenceFIMI environment award for mines

2001-2002

Award for six sigma project on reduction in specific fuel consumption at NIQREnergy efficient unit award from CIIBest rural development effort award from FAPCCIAppreciation award from NSC for achieving OHSAS-18001Best management award from ministry of Labour, AP Govt.

1999-2000 Indo-German Greentech environment excellence award

Awards won by Hirmi Cement Works:

Year Award

2001-2002Environment Energy Foundation award for water conservation.

2001-2002Fuller Energy award for reduction in specific power consumption (KWH/T) per tonne of cement

Export awards 

Worldwide, clients have consistently endorsed UltraTech's highest quality standards. The list of export awards it has won is testimony to UltraTech's uncompromising standards on product quality. We have been on the roll call of top exporters of the Chemicals & Allied Products Export Promotion Council (Capexil), year after year.

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Ultratech won the Capexil Certificate of Export Recognition - Top Exporter - Cement, Clinker, Asbestos and Cement Products for the years 2000, 2002 and 2003.

Other awards that have come its way have included:

Year Award

2001 and 1999Capexil Certificate of Export Recognition - Highest Export in Non-mineral Sector

1999Capexil Certificate of Outstanding Export Performance - Chemicals & Allied Products (for Portland cement)

1998Capexil Certificate of Export Recognition - Top Exporter- Cement, Asbestos, Cement Products

1998Certificate of Outstanding Export Performance, Gujarat state

1997Capexil Certificate of Export Recognition - Certificate of Merit for Export Achievement in Cement and Clinker

ULTRA TECH FACT FILE

Incorporated on 24 August 2000 as L&T Cement Limited

Cement business of Larsen & Toubro Limited demerged and vested in company in 2004

Grasim acquired management control in July 2004

Together with Grasim, one of the largest cement producers in India

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Name changed to UltraTech Cement Limited with effect from 14 October 2004

Narmada Cement Company Limited amalgamated with UltraTech in May 2006

Cement business of Grasim demerged and vested in Samruddhi Cement Limited in May 2010

Samruddhi Cement Limited amalgamated with UltraTech Cement Limited in July 2010

Financial facts

The company is headquartering at Mumbai in India.The company reported revenues of (Rupee) INR 66,643.30 million during the fiscal year ended March 2009, an increase of 16.43% over 2008. The operating profit of the company was INR 13,678.20 million during the fiscal year 2009, a decrease of 9.73% from 2008. The net profit of the company was INR 9,780.60 million during the fiscal year 2009, a decrease of 3.17% from 2008.

VisionTo be a premium global conglomerate with a clear focus on each business.

MissionTo deliver superior value to our customers, shareholders, employees and society at large.

ValuesIntegrityCommitmentPassionSeamlessnessSpeed

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ULTRATECH PRODUCTION UNITS:

UltraTech Cement Limited has an annual capacity of 48.8 million tones. It manufactures and markets Ordinary Portland Cement, Portland Blast Furnace Slag Cement and Portland Pozzalana Cement. It also manufactures ready mix concrete (RMC). 

As part of the ninth biggest cement manufacturer in the world, Ultra Tech Cement has eleven integrated plants, one white

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cement plant, twelve grinding units as well as five terminals of its own (one overseas, in Colombo, Sri Lanka). These facilities gradually came up over the years, as indicated below:

2010:: The cement business of Grasim demerged and vested in Samruddhi

Cement Limited in May, 2010. Subsequently, Samruddhi Cement Limited amalgamated with UltraTech Cement Limited in July 2010.

2006:: Narmada Cement Company Limited amalgamated with UltraTech

pursuant to a Scheme of Amalgamation being approved by the Board for Industrial & Financial Reconstruction (BIFR) in terms of the provision of Sick Industrial Companies Act (Special Provisions)

2004 :: Completion of the implementation process to demerge the cement

business of L&T and completion of open offer by Grasim, with the latter acquiring controlling stake in the newly formed company UltraTech

2003:: The board of Larsen & Toubro Ltd (L&T) decides to demerge its

cement business into a separate cement company (CemCo). Grasim decides to acquire an 8.5 per cent equity stake from L&T and then make an open offer for 30 per cent of the equity of CemCo, to acquire management control of the company.

2002 :: The Grasim Board approves an open offer for purchase of up to 20 per

cent of the equity shares of Larsen & Toubro Ltd (L&T), in accordance with the provisions and guidelines issued by the Securities & Exchange

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Board of India (SEBI) Regulations, 1997.:: Grasim increases its stake in L&T to 14.15 per cent:: Arakkonam grinding unit

2001 :: Grasim acquires 10 per cent stake in L&T. Subsequently increases

stake to 15.3 per cent by October 2002:: Durgapur grinding unit

1998-2000:: Bulk cement terminals at Mangalore, Navi Mumbai and Colombo

1999 :: Narmada Cement Company Limited acquired:: Ratnagiri Cement Works

1998 :: Gujarat Cement Works Plant II:: Andhra Pradesh Cement Works

1996 :: Gujarat Cement Works Plant I

1994 :: Hirmi Cement Works

1993 :: Jharsuguda grinding unit

1987 :: Awarpur Cement Works Plant II

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1983 :: Awarpur Cement Works Plant I

Details of units

  Location of units CapacityA Composite plants 48.8 million tpa  Tadipatri (Andhra Pradesh)    Hirmi (Chhattisgarh)    Jafrabad (Gujarat)    Kovaya (Gujarat)    Awarpur (Maharashtra)    Reddipalyam (Tamil Nadu)    Aditya (Rajasthan)    Vikram (Madhya Pradesh)    Rawan (Chhattisgarh)    Rajashree (Karnataka)    Kotputli (Rajasthan)  B Grinding units  Magdalla (Gujarat)    Ginigera (Karnataka)    Ratnagiri (Maharashtra)    Jharsuguda (Orissa)    Arakkonam (Tamil Nadu)    Durgapur (West Bengal)  Hotgi (Maharashtra)    Bathinda (Punjab)  

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  Panipat (Haryana)    Aligarh (Uttar Pradesh)    Dadri (Uttar Pradesh)    Nawalgarh (Rajasthan)  C White Cement 0.6 million tpa

Birla White (Rajasthan)  D Bulk terminals

Navi Mumbai (Maharashtra)Mangalore (Karnataka)Shankarpally (Andhra Pradesh)  Birla Super (Karnataka)  Colombo (Sri Lanka)

D Ready-mix concrete plants (73) 9.5 million cubic metres

Ultra Tech’s subsidiaries are Dakshin Cement Limited and UltraTech Ceylinco (P) Ltd.UltraTech has five integrated plants, five grinding units and three terminals — two in India and one in Sri Lanka. These include an integrated plant and two grinding units of the erstwhile Narmada Cement Company Limited, a subsidiary, which has been amalgamated with the company in May 2006.The details of its different production units is shown on the next page.

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SWOT ANALYSIS DEFINED

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SWOT ANALYSIS

SWOT analysis is a strategic planning method used to evaluate the Strengths, Weaknesses, Opportunities, and Threats involved in a project or in a business venture. It involves specifying the objective of the business venture or project and identifying the internal and external factors that are favorable and unfavorable to achieve that objective. The technique is credited to Albert Humphrey, who led a convention at Stanford University in the 1960s and 1970s using data from Fortune 500 companies.

A SWOT analysis must first start with defining a desired end state or objective. A SWOT analysis may be incorporated into the strategic planning model.

Strengths: attributes of the person or company that are helpful to achieving the objective(s). This should include not only the areas that our business or products are good at, but also high profit margins, successful current marketing campaigns and

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similar strengths

Weaknesses: attributes of the person or company that are harmful to achieving the objective(s). This should include the areas that we feel our business could improve on, or are limiting our quality or expansion.

Opportunities: external conditions that are helpful to achieving the objective(s). Opportunities are almost always external, although they may rely on internal strengths

Threats: external conditions which could do damage to the objective(s).

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Identification of SWOTs are essential because subsequent steps in the process of planning for achievement of the selected objective may be derived from the SWOTs. First, the decision makers have to determine whether the objective is attainable, given the SWOTs. If the objective is NOT attainable a different objective must be selected and the process repeated.Internal and external factorsThe aim of any SWOT analysis is to identify the key internal and external factors that are important to achieving the objective. These come from within the company's unique value chain. SWOT analysis groups key pieces of information into two main categories:

Internal factors – The strengths and weaknesses internal to the organization.

External factors – The opportunities and threats presented by the external environment to the organization.

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The internal factors may be viewed as strengths or weaknesses depending upon their impact on the organization's objectives. What may represent strengths with respect to one objective may be weaknesses for another objective. The factors may include all of the 4P's; as well as personnel, finance, manufacturing capabilities, and so on. The external factors may include macroeconomic matters, technological change, legislation, and socio-cultural changes, as well as changes in the marketplace or competitive position. The results are often presented in the form of a matrix.

SWOT analysis is just one method of categorization and has its own weaknesses. For example, it may tend to persuade companies to compile lists rather than think about what is actually important in achieving objectives. It also presents the resulting lists uncritically and without clear prioritization so that, for example, weak opportunities may appear to balance strong threats.

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RESEARCH METHODOLOGY

OBJECTIVE OF THE STUDY

The main objective of this project is to increase our knowledge by

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gathering more and more information’s related to the project. By the help of this project I came to know about company’s view of making product Its way of thinking and developing the product. The objective is also to benefit The distributor under whom I am doing my project. My objective is to make customers aware about company’s product and also make them aware about the distributor, who is selling these products. This project also helps us to know about the competitor’s project and helped me to know about the stiff Competition which is given by them and which our product is facing in the market. It also helped me in finding a way to tackle competition and finding it’s solution.

RESEARCH DESIGN

Sampling Frame

The project was completed through a survey. The study was mainly based

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on SWOT ANALAYSIS OF ULTRA TECH CEMENT.

For this purpose personal interviews and questionnaire fill up were used to collect the relevant data.

Bhagalpur was chosen as the project area to be studied.

Sample Area

A survey was conducted for this purpose and the field work was done at Jogsar, Barari, Bhikhanpur, Tilkamanjhi, Sahibganj, Khanjarpur, Nathnagar, Champanagar, Aliganj, Mundichak, and Sabour in Bhagalpur .

Sample Size

The sample size for the survey was 15

Sampling Method

The method used for sampling was convenience sampling.

Type of data used

1. Primary data2. Secondary data

Primary data

The primary tool used for data collection of survey was through

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questionnaire to dealers and sub dealers

I visited the dealers and sub dealers personally and took information’s by the help of questionnaire prepared and personal interview. Any extra information which the respondent wanted to was collected in a structured way.

Secondary data

Secondary tools used for the data collection was from books, Magazines, News papers, Internet Etc.

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DATA ANALYSIS

ANALYSIS OF DATA(SAMPLE SIZE=15)

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1: What is the CONSUMER DEMAND of ULTRATECH CEMENT Brand as Compared to the Other Competitors in the Markets?

Excellent Good Average Poor

ExcellentGoodAveragePoor

NOTE: - Excellent100%

2: Customer’s Perception and Satisfaction Level about ULTRATECH

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BRANDS in comparison to other LEADING BRANDS.

Excellent Good Average Poor

ExcellentGoodAveragePoor

Note:- Excellent=90%

Good=10%

3: What is the Counter Share of ULTRATECH BRAND?

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40% Counter share

50% Counter share

60% Counter share

100% Counter share

40% Counter share50% Counter share60% Counter share100% Counter share

Note:-100% Counter share of ULTRATECH BRAND

4: How is the BAG QUALITY of ULTRATECH Cement BRAND in comparison to other LEADING BRANDS?

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QUESTIONNAIRE

DEALERS FIRM NAME:-

DEALER PROPRITER NAME:-

ADDRESS:-

MOBILE NO:-

SWOT ANALAYSIS (Ultra Tech Cement)

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Q.NO:- 1 > What is the CONSUMER DEMAND of ULTRATECH CEMENT Brand as Compared to the Other Competitors in the Markets.

* Excellent . * Good * Average *Poor

Q.NO:- 2 > Customer’s Perception and Satisfaction Level about ULTRATECH BRANDS in comparison to other LEADING BRANDS

* Excellent . * Good * Average *Poor

Q.NO:-3 > What is the Counter Share of ULTRATECH BRAND .

* 40 % Counter share.

* 50 % Counter share

* 60 % Counter share

* 100 % Counter share

Q.NO: 4 > How is the BAG QUALITY of ULTRATECH Cement BRAND in comparison to other LEADING BRANDS

* Excellent . * Good * Average *Poor

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Q.NO:5 > How is the Sales promotion support by the Company In Comparison to other LEADING BRANDS. * Excellent . * Good * Average *Poor

Q.NO :- 6 How is the Pre-Sales Service support by the Company In Comparison to other LEADING BRANDS.

* Excellent . * Good * Average *Poor

Q.NO :- 7 How is the Post-Sales Service support by the Company In Comparison to other LEADING BRANDS

* Excellent . * Good * Average *Poor

Q.NO :-8 What is the Incentive Strategy to Dealers And Sub-Dealers of Ultratech Cement In Comparison to other LEADING BRANDS

* Excellent . * Good * Average *Poor

Q.NO :- 9 How is Behaviour of ULTRATECH PERSONS in and outside office In Comparison to other LEADING BRANDS .

* Excellent . * Good * Average *Poor

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Q.NO :-10 What is the Pricing Strategy of Ultratech Cement In Comparison to other LEADING BRANDS

. * High * At Par * Low *Very Low

Q.NO :- 11 10 What is the Quality of Ultratech Cement In Comparison to other LEADING BRANDS

* Excellent . * Good * Average *Poor .

Q.NO :-12 What is the Transportation facility of Ultratech Cement In Comparison to other LEADING BRANDS

* Excellent . * Good * Average *Poor

Q.NO :- 14 What is the Get Together and Dealer Entertainment Program of Ultratech Cement In Comparison to other LEADING BRANDS

* Excellent . * Good * Average *Poor

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Q.NO :- 15. Co-ordination and Motivation of Dealer by ULTRATECH CEMENT as Compared to other LEADING BRANDS

* Excellent . * Good * Average *Poor

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