Letter of Submission

07th September, 2013. To Mr. S.M.Salmat Ullah Bhuiyan, Professor, Department of Mar etin! Stu"ies an" #nternational Mar etin!, Uni$ersity of %hitta!on!. Sub&e't( Submission of Internship Report. Dear Sir, )ith "ue respe't # *oul" li e to 'on$ey my no*le"!e that as a part of the re+uirement for the fulfillment of the MB, Pro!ram # ha$e prepare" my internship report after su''essful t*o month internship atta'hment at -atanpur Steel -e.rollin! Mills /t". 0-S-M1 . The #nternship report 'on'entrates on 2%ompititi$e ,"$anta!e of -S-M *ith its /imitations an" a Mo"el of Solution3.4o* # li e to submitt my paper to you.)ithout your sin'ere 'o.operation an" proper !ui"an'e it is not possible for me to prepare the report. 5or this a't of in"ness # am !rateful to you.# ha$e attempte" my le$el best to prepare the paper this report. # re+uest your mo"esty an" !ra'ious 'onsi"eration to a''ept my paper as it may suffer from some short'omin!s .# belie$e an" hope that one *ill fin" this paper informati$e an" enli!htenin! an" *ill help future resear'hers for e6ten"e" resear'h in this fiel".Therfore7 # hope that this *ill meet the stan"ar" of your &u"!ement. Sin'erely yours,

Mohsina , hter, MB,, #D 4o( 0730809: Session( 2010.2011 Department of Mar etin! Stu"ies an" #nternational Mar etin!, Uni$ersity of %hitta!on!.

Acknowledgement
Al-hamdulillah *ho has !i$en me the stren!th ; 'apability to 'omplete the 2#nternship -eport3. Besi"es this # am !rateful to some parti'ular persons *ho ha$e helpe" an" en'oura!e" me at ea'h ; e$ery step. ,t the $ery outset # e6ten" my heartiest !ratitu"e to my honorable tea'her Professor Mr. S.M. Salamat Ullah Bhui an, Professor ; <6.%hairman, Department of Mar etin! Stu"ies an" #nternational Mar etin!, Department of Mar etin! Stu"ies an" #nternational Mar etin!, for his massi$e support, super$ision, !ui"an'e an" 'ooperation. My !reatest than s to Mr. Rasel Munir !howdhur , Di$isional Mana!er of Sales ; Mar etin! Department... My "eepest sense of !ratitu"e to Mr. "oinal Abedin #<6e'uti$e, Sales ; Mar etin!1 -S-M for helpin! me to no* about their real pra'ti'e in sales an" Mar etin!. =e a'te" for me as mentor. . Than s to My 'lose frien" . $ilufa %esmin for her spe'ial an" meanin!ful 'ompany an" all the person an" their representati$es *ho !i$es me time *hen # see . . ,lso than s to my family for pro$i"in! me the fa$orable en$ironment for preparin! this report. My than s also !o to the 'omposers of $arious arti'les ; papers that *e !one throu!h.

Prefa'e
The internship pro!ram, a part of the a'a"emi' "is'ipline, for the MB, stu"ents in #nternational Mana!ement has been "esi!ne" to a'+uire pra'ti'al no*le"!e. #t is e6pe'te" that, the inte!ration of no*le"!e in theories an" pra'ti'es *ill enable us to be'ome effe'ti$e. Throu!h the internship pro!ram, # ha$e !ot the 'han'e to a'+uire some e6perien'e, *hi'h is e6pe'te" to enli!hten my 'areer.#t>s really a !reat opportunity to ha$e the 'han'e to 'on"u't internship pro!ram in the -,T,4PU- ST<</ -<. -?//#4@ M#//S 0-S-M1, Mura"pur,%hitta!on!, Ban!la"esh. This pro!ram *as 'on"u'te" from 1st Aune to 31st Auly. Durin! the perio", # ha$e trie" my le$el best to be a'+uainte" *ith the a'ti$ities ; role of -atanpur Steel -e.rollin! Mills.My paper is entitle" 2%ompetiti$e ,"$anta!e of -S-M3 ori!inate" from the fulfillment of internship pro!ram.5inally, # *oul" li e to say that, my untirin! efforts *oul" be'ome su''essful *hen any intereste" person *ill fin" my report useful.

&'ecuti(e Summer
The report emphasiBes on 2 %ompetiti$e ,"$anta!e of -S-M3,that hi!hli!hts its 'ore 'ompeten'ies,$alue 'hain anlysis an" the 'ompetiti$e strate!ies.To attain these isuues # ha$e 'olle'te" "ata from primary an" se'on"ary sour'es .# ha$e 'olle'te" primary "ata throu!h +uestionnaire an" inter$ie* *ith the e6e'uti$es of the steel 'ompanies an" the "e$eloper 'ompanies. %ompetiti$e a"$anta!es !i$e a 'ompany an e"!e o$er its ri$als an" an ability to !enerate !reater $alue for the firm an" its sharehol"ers. The more sustainable the 'ompetiti$e a"$anta!e, the more "iffi'ult it is for 'ompetitors to neutraliBe the a"$anta!e. Calue 'ahin is a tool for i"entifyin! *ays to 'reate more 'ustomer $alue that ultimately lea"s a 'ompany to a'hei$e 'ore 'ometen'eis. %ore 'ompeten'ies are the sour'es of 'ompetiti$e a"$anta!e in that it ma es a si!nifi'ant 'ontribution to per'ei$e" 'ustomer benefits, that ha$e appli'ations in a*i"e $areity of mar et an" that are "iffi'ult for 'ompetitors to immitate. To a'hei$e 'ore 'ompeten'ies a 'ompany shoul" follo* 'ompetiti$e strate!y.%ompetiti$e Strate!y means lon!.term a'tion plan that is "e$ise" to help a 'ompany !ain a 'ompetiti$e a"$anta!eo$er its ri$al. ,fter analyBin! all the issues it is foun" that -S-M ha$e the !reater opportunity to 'apture a lar!e mar et share in near future.

Table of Contents
!hapter)*+ Introduction
#ntro"u'tion.................................................. ............................ Ba' !roun" of the stu"y............................................................ -esear'h problem...................................................................... ?b&e'ti$e of the stu"y............................................................... Metho"olo!y of the stu"y......................................................... S'ope of the stu"y..................................................................... /imitation of the stu"y...............................................................

Page
2 2 3 3 8 D D

!hapter),+!ompetiti(e Ad(antage and -alue !hain Anal sis

Meanin! of %ompetiti$e ,"$anta!e.......................................... The <ssen'e of %ompetiti$e ,"$anta!e..................................... Calue 'hain approa'h for assessin! %ompetiti$e a"$anta!e............................................................... Calue 'hain approa'h an" The 'ompetiti$e a"$anat!e......................................................... Strate!i' frame*or s for $alue 'hain analysis........................... Stru'ture analysis of -S-M Throu!h the 'ompetiti$e for'es.................................................. %ore 'ompeten'ies analysis.............................. ....................... %ore 'ompeten'ies of -S-M.................... ............................. Meanin! of %ompetiti$e Strate!y..................................................... ,ssense of 'ompetiti$e strate!y........................... .......................... Dimensions of 'ompetiti$e strate!y.............................................. %ompetiti$e strate!ies follo*e" by -S-M..................................... 1D 1E 1: 28 28 29 27 37 3: 19 19 : E E

!hapter).+ Implications of !ompetiti(e Strateg to Achei(e !ompetiti(e Ad(antage

!hapter)/+ Recommendations and !onclusions

-e'ommen"ations......................................................................... %on'lusions..................................................................................

!hapter)0+ Appendi' Fuestionnaire on steel in"ustry......................................... Fuestionnaire for 'orporate 'ustomers............................... Photo @alary of -S-M..................................................... Biblio!raphy....................................................................... 81 8D 91 92

Chapter1

Introduction

Introduction
-S-M is one of the lea"in! 'ompanies *ith fully automati' steel re.rollin! mill in the steel in"ustry. ,s a fully "omesti' 'ompany -S-M is 'ontributin! si!nifi'antly to the e'onomi' "e$elopment of Ban!la"esh. -S-M sells its pro"u'ts in the nati$e 'ountry as *ell as in others "omesti' !ro*th 'ompany. Steel in"ustry is a "epen"ant 'ompany. #n to"ayGs hi!hly te'hnolo!i'al *orl", there 'annot be any 'ompromise of +uality. ,t -S-M this realiBation has lea" to ensurin! that e$ery pro"u't measures up to the hi!hest international stan"ar"s. This is the main reason *hy most of the +uality 'ons'ious buyers an" parti'ularly most forei!n 'onstru'tion firms *or in! in Ban!la"esh buy steel from -S-M. Stri't a"heren'es to buyerGs spe'ifi'ations in terms of steel !ra"es profile an" 'lose toleran'es on unit mass enable" -S-M to supply steel to a number of national pro&e'ts. The fo'al point of the stu"y is to no* about the 'ompetiti$e a"$anat!e of -S-M.

Background of the stud

#nternship is an imperati$e part of the %<MB, pro!ram. #t is 'onsi"ere" as an interfa'e bet*een a'a"emi' no*le"!e an" pra'ti'al fiel". The internship report is prepare" as a re+uirement for the 'ompletion of MB, pro!ram of the 1epartment of Marketing Studies and International Marketing . This report !i$es spe'ialiBe" no*.ho* an" realisti' orientation to stu"ents in the professional arena. To be su''essful, or!aniBations must ha$e some 'ore 'ompeten'ies an" shoul" use se$eral strate!ies.-S-M is one of the ma&or e6amples of those or!aniBations. #t is one of the lar!est an" lea"in! in"ustrial 'on!lomerate in the steel se'tor of Ban!la"esh.Before establishin! as a "eforme" bar manufa'turer sin'e 2007 it *as reno*ne" for its non. !ra"e" bar sin'e 1:E8 in'lu"in! ship brea in!, s'rap pro'essin!, et'.They are *ell no*n be'ause of their stron! mar etin! strate!y as *ell as the uni+ue 'ustomer ser$i'e an" pro"u't +uality. So it in"i'ates the importan'e of ha$in! 'ompetiti$e a"$anta!e . That is *hy it is ba"ly nee"e" to resear'h on this fa't.

Research problem
Ban!la"esh is a "e$elopin! 'ountry.5or the infrustru'tural "e$elopment of the 'ountry @o$t. ta e steps to 'onstru't o$erbri"!e,bri"!e,monuments et'.#n"ustrial se'tor as *ell as the business se'tor also "e$elope" "ay by "ay.So for in"ustry li e !arments et',offi'es,shopin! malls,hi!h rise buil"in!s shoul" be buil" up.Moreo$er,our 'ountry people al*ays "reamt for a house that heHshe *oul" use for himselfHherself an" for the ne6t !eneration also.To buil" up all these ne'essary 'onstru'tions the essential element is 2ro"3 or rollin! steel bar.Men are no* more 'ons'ious about the en$ironment an" the natural 'alamities.To prote't their life they *ant that *hat they buil" up shoul" be stron! enou!h .So for these 'onstru'tion they *ant to use the ro" that is earth+ua e resistant.The home buil"er or the real.state 'ompany ,"urin! my sur$ey, 'laims that the "u'tility of the ro" of e$ery 'ompany is enou!h more an" e$ery 'ompany "o the <M5 0<lon!ation at Ma6imum 5or'e1 test.So to fin" out the 'ompetiti$e a"$anta!e or the 'ore 'ompeten'es of a steel 'ompany is a resear'h problem.So,resear'h stu"y is 'on"u'te" on the 'ompetiti$e a"$anta!e of -S-M.

2b3ecti(e of the Stud

The ey ob&e'ti$e of the internship is to a'+uire pra'ti'al no*le"!e about the 2%ompetiti$e ,"$anta!e of -S-M3 than its 'ompetitors an" to fin" out its limitations an" solutions an" thus remo$e the !ap bet*een theoreti'al mar etin! no*le"!e an" pra'ti'al manner. The ob&e'ti$es of this internship 'an be summariBe" in the follo*in! *ays( Primar 2b3ecti(e+ The primary ob&e'ti$e is to analyBe the 'ore 'ompeten'ies of -S-M. Secondar ob3ecti(es+ The se'on"ary ob&e'yi$es are 2Calue 'hain analysis of -S-M3 2%ore 'ompeten'ies analysis3 an" 2%ompetiti$e strate!y analysis3.

Methodolog of the Stud

Metho"olo!y refers to the o$erall pro'e"ure of the resear'h. To 'on"u't any resear'h fla*lessly an" 'ome up *ith any "e'ision, the information ser$es as stan" point. The ma&or tas of the resear'h is the !atherin! of "ata so that he Hshe 'an 'ome up *ith a final 'on'lusion an" re'ommen"ation. 5or this resear'h the re+uire" "ata 'an be 'olle'te" by usin! "ifferent sour'es. Data sources: This report is prepare" on the basis of the pra'ti'al e6perien'e !aine" "urin! the perio" of internship. The information has been 'olle'te" from primary sour'es as *ell as se'on"ary sour'es. Primar Sources+ The primary "ata *ere 'olle'te" throu!h fa'e to fa'e inter$ie* *ith the e6e'uti$es of -S-M *ith a +uestionnaire an" also *ith the e6e'uti$es of 'ompetitors of -S-M li e BS-M an" @P= an" also inter$ie* *ith a +uestionnaire from the "e$eloper 'ompany. Secondar Sources+ # ha$e been 'olle'tin! se'on"ary information from the . *ebsite, arti'les, proposal letter of the 'ompany,an" pre$ious reports ,prospe'tus, annual report pro$i"e" by the 'ompetitors 'ompany *hile $isitin! them. Research Design Descriptive an" guided in."epth inter$ie*3 te'hni+ue *as use". Mar et response assessment is a 'omple6 topi' an" it has a number of "imensions. So, "es'ripti$e resear'h is +uite useful. To in'rease the validity of the "is'ussion, 'he' list *as use" to ai" the stu"y. The population of this resear'h 'onsists of all the 'ompetitors in the %hitta!on! metropolitan area. Rationale behind using direct inter(iew+ The information that *as pro'urin! from the respon"ents is $ery strai!htfor*ar" in nature, so $erbaliBin! this information *oul" not be a problem. Moreo$er, it *as $ery important that respon"ents un"erstan" the un"erlyin! purpose of the resear'h so that they 'an pro$i"e rele$ant informations.

Population: Population means set of entities un"er stu"y. 5pr 'on"u'tin! this resear'h, the respon"ents are ta en from the list of 182 "$eloper or real estate 'omanies *ho are the 'ustomer of steel 'ompanies 0population1 operatin! in %hitta!on! an" another respon"ents are ta en from the list of 7 re.rollin! steel mills *ho pro"u'e !ra"e" "eforme" bar in %hitta!on!. Sample size: The number of items or units in'lu"e" in the sample from the total population is 'alle" the sample siBe. #n the stu"y, the sample has been "etermine" throu!h 2&u"!ment samplin!3. Sample size of the developer company: 17 'orporate 'ustomers or "e$eloper 'ompanies are sele'te" as sample from the list 182 "e$eloper 'ompanies.Small sample siBe has been 'hoosen be'ause of 'omple6ity in lar!e sample siBe, 'ost, an" limite" time . Sample size of the steel company: 02 steel 'ompanies *ho are the 'ompetitors of -S-M are sele'te" amon! the 07 re.rollin! steel in"ustry. Sampling method The sample sele'tion is base" on 2Au"!ement Samplin!3. "udgment sampling is a non probability te'hni+ue in *hi'h an e6perien'e" in"i$i"ual sele'ts base" on the &u"!ement of the e6perise. -S-M itself pro$i"e" me the samples for resear'h as the samples they pro$i"e" are reno*ne" in the %hitta!on! metropoliron area an" from these it *oul" be possible to !et the re+uire" "ata. Data Collection Instruments 4uestionnaire+ 5or 'olle'tin! "ata questionnaires are use" as "ata 'olle'tion instrument. #n this +uestionnaire, the +uestions are base" on the types of information, *hi'h is "eri$e" from the spe'ifi' ob&e'ti$es The +uestions, information sou!ht throu!h the +uestions, an" rationales behin" the +uestions use" in the final +uestionnaire are !i$en belo* in appen"i'es.

Presentation of the data: Data that are 'olle'te" from both the primary an" se'on"ary sour'es are presente" as table an" also use" as the e6planation of the resear'h stu"y.

Scope of the stud

Durin! my t*o months internship pro!ram # !ot the s'ope to !ain no*le"!e about the mar etin! pra'ti'es of -S-M *hile see the a'ti$ities of the bran" mana!er,sales e6e'uti$es an" the "i$isional mana!er .# also able to no* about =uman resour'e mana!ement of -S-M an" !ain no*le"!e on the or"er pro'essin! an" billin! an" about the pro"u'tion pro'ess *hen $isit the fa'atory.# *as able to no* about all these matters by ta in! fa'e to fa'e inter$ie* of the e6e'uti$es of "ifferent "epartment li e mar etin! "epartment,human resour'e "epartment *ith +uestionnaire.

Limitations of the Stud

,s # "i" my internship at -,T,4PU- -<.-?//#4@ ST<</ M#//S /#M#T<D 0-S-M1 so the information # ha$e in'lu"e" on my internship report paper 'an only be use" for the analysis of -S-M, not for other steel 'ompanies.

Chapter 2

Competitive Advantage and Value Chain Analysis

Meaning of !ompetiti(e Ad(antage

%ompetiti$e a"$anta!e means a superiority !aine" by an or!aniBation *hen it 'an pro$i"e the same $alue as its 'ompetitors but at a lo*er pri'e, or 'an 'har!e hi!her pri'es by pro$i"in! !reater $alue throu!h "ifferentiation. %ompetiti$e a"$anta!e results from mat'hin! 'ore 'ompeten'ies to the opportunities. %ompititi$e a"$anta!e is an a"$anta!e that a firm has o$er its 'ompetitors, allo*in! it to !enerate !reater sales or mar!ins an"Hor retains more 'ustomers than its 'ompetitiors. There 'an be many types of 'ompetiti$e a"$anta!es in'lu"in! the firm>s 'ost stru'ture, pro"u't offerin!s, "istribution net*or an" 'ustomer support. %ompetiti$e a"$anta!es !i$e a 'ompany an e"!e o$er its ri$als an" an ability to !enerate !reater $alue for the firm an" its sharehol"ers. The more sustainable the 'ompetiti$e a"$anta!e, the more "iffi'ult it is for 'ompetitors to neutraliBe the a"$anta!e. , 'ompetiti$e a"$anta!e is *hat "istin!uishes a person or a !roup of person or an or!aniBation from the 'ompetition in the min"s of 'ustomers. )hether it may be an employee, a business or a 'ountry, it nee"s to ha$e a 'lear 'ompetiti$e a"$anta!e an" 'ommuni'ate it to the 'ustomers.

5he &ssence of !ompetiti(e Ad(antage

To be!in, it may be helpful to ta e a more in."epth loo at *hat it means to ha$e a 'ompetiti$e a"$anta!e( an e"!e o$er the 'ompetition. <ssentially a 'ompetiti$e a"$anta!e ans*ers the +uestion, 2)hy shoul" the 'ustomer pur'hase from this operation rather than the 'ompetitionI3 5or some $entures, parti'ularly those in mar ets *here the pro"u'ts or ser$i'es are less "ifferentiate", ans*erin! this +uestion 'an be "iffi'ult. , ey point to un"erstan" is that a $enture that has 'ustomers has 'ustomers for a reason. Su''essfully !ro*in! a business is often "epen"ent upon a stron! 'ompetiti$e e"!e that !ra"ually buil"s a 'ore of loyal 'ustomers, *hi'h 'an be e6pan"e" o$er time. Su''essful $entures perform a 'ombination of business a'ti$ities *ell, in'lu"in! mar etin!, pro"u'tion, "istribution, finan'e, 'ustomer ser$i'e, an"Hor other a'ti$ities

important to the enterprise. =o*e$er, a 'ompetiti$e a"$anta!e is often a sin!le ey element that !i$es an e"!e to a business beyon" *hat the 'ompetition has or "oes. -ALU& !6AI$ APPR2A!6 72R ASS&SSI$8 !2MP&5I5I-& A1-A$5A8&

5he -alue !hain 1efined

The i"ea of a $alue 'hain *as first su!!este" by Mi'hael Porter 01:E91 to "epi't ho* 'ustomer $alue a''umulates alon! a 'hain of a'ti$ities that lea" to an en" pro"u't or ser$i'e. Mi'hael Porter i"entifies $alue 'ahin as a tool for i"entifyin! *ays to 'reate more 'ustomer $alue. Porter "es'ribes the $alue 'hain as the internal pro'esses or a'ti$ities a 'ompany perform 2to "esi!n, pro"u'e, mar et, "eli$er an" support its pro"u't.3 =e further states that 2a firmGs $alue 'hain an" the *ay it performs in"i$i"ual a'ti$ities are a refle'tion of its history, its strate!y, its approa'h to implementin! its strate!y, an" the un"erlyin! e'onomi's of the a'ti$ities themsel$es.

5he 8eneric -alue !hain+

The $alue 'hain i"entifies nine strate!i'ally rele$ant a'ti$ities J fi$e primary an" four support a'ti$ities.that 'reate $alue an" 'ost in spe'ifi$ business.

Primar acti(ities of RSRM+ Inbound logistics:

The 'hemi'al 'omponents,ma'hineries,po*er plants,pro"u'tion plants of -S-M all are the inboun" lo!isti's of it. To pro"u'e "eforme" bar it is nee"e" fully automate" ma'hine that -S-M ha$e. #t has three pro"u'tion plants.?ne is to pro"u'e 900*TMT bar ,ne6t one is to pro"u'e @ra"e.D0 bar an" the other one is to pro"u'e @ra"e.80 bar. -S-M uses 'hemi'al 'omponents li e %arbon0'1 ,Man!anese 0Mn1, Sili'on 0Si1, Sulfur 0s1, Phosphorus 0p1 an" %opper 0'u1, %hromium 0%r1, 4i' el 04i1 et'. to pro"u'e billet. RSRM also uses scraps to produce billet.Altough e(er re)rolling mill uses scraps and chemical components to produce deformed bar but the difference is here that all firms ha(e not the accessibilit .8P69BSIL ha(e half of the capacit to produce rod than RSRM.:here RSRM produce /0; tons per da 9BSRM produce /;; tons per da . Operations

-S-M pro"u'e "eforme" bar from billet an" billet is pro"u'e" from s'raps. Scrap < billet < rod To pro"u'e "eforme" bar at first s'raps are meltin! an" then 'hemi'al 'omponents are a""e".Then after pro'essin! a hot bar is pro"u'e".Then it is ept for 'oolin! *ith the natural air.,fter 'oolin! it !ets the form of billet.Then a sample of billet is teste" throu!h the +uality 'ontrol ma'hine.#f there is any !ap of 'hemi'al 'omponents then these are a""e" an" if there is a''ess of 'hemi'al 'omponents then the +uantity is re"u'e".,fter that,if e$erythin! is o ay then the billet is entere" into the auto re.rollin! ma'hine to pro"u'e "eforme" bar or ro". #f broa"ly e6plaine", "eforme" bars are pro"u'e" from !oo" +uality plain 'arbon mil" steel billets an" *hen these billets are hot rolle" in automati' rollin! mill,bars lea$in! fast finishin! stan" are rapi"ly +uen'he" an" 'arefully 'ontrolle" by optimiBin! the *ater pressure for their pearliti' 'ore an" tou!h surfa'e of tempere" martensile .The pro'ess in$ol$es rapi" +uen'hin! of the hot bars throu!h a series of *ater &ets after they roll out mill stan",the bars 'oole",allo*in! the 'ore an" surfa'e temperature to e+ualiBe.The bar 'ore 'ools "o*n slo*ly to turn into a ferrite Jpearlite a!!re!ate.Thus the bars attain the property of hi!her stren!th,"u'tility an" tou!hness "ue to the formation of tempere" martensite of outer surfa'e *ith a "u'tile 'ore . Outbound logistics

-S-M ta e or"er from the 'lients or 'ustomers throu!h telephone or online or ta e "ire'ly from the 'ustomer. )hen 'ustomers !i$e or"er then a profile of 'ustomer is !enerate".,fter that sales or"er 'onfirmation sheet is ma"e.Then "eli$ery or"er sheet is prepare" an" then sales in$oi'e, !ate pass an" tru' "eli$ery 'hallan are !enerate". The or"er pro'essin! system is totally a 'omputeriBe" soft*are system. Then re+uire" amounts of pro"u't are "eli$ere" to the 'ustomer throu!h its o*n transport.

Mar eting and sales

,lthou!h all 'ompany promote a"$ertisement throu!h broa"'ast me"ia, ne*spaper, billboar" et'. as a 'ommuni'ation tool to promote pro"u't but these are not effe'ti$e .The most effe'ti$e tool is "ire't mar etin! an" sales promotion a'ti$ities.-S-M has the effe'ti$e sales personnel *ho easily ma e a!ree the "e$eloper 'ompany to buy its pro"u'ts.The en!ineers, mashion su!!est a home buil"er or a pro&e't buil"er to use a spe'ifi' ro" .So -S-M pro$i"e in'enti$es, !ift items to them. -S-M also "o many !SR a'ti$ities that promote their bran" ima!e.

5or e6ample, out of the 'ity area -S-M pro$i"e free me"i'al ser$i'e throu!h 'onta'tin! *ith health J'lini'. -S-M buil" up more than12 passen!er sha"e amon! them in %hitta!on! thre are : an" the rest of passen!er sha"e are in Dha a an" Sylhet. -S-M uses roa" si!n that "ire'ts people to a lo'ation, s'hool, 'olle!e, mos+ue, !ra$e et'. 5rom Te'hnaf to Mirsharai -S-M plante" more than ,lakhs tree *ithin 1 hour to en'oura!e the tree plantation an" to promote the ne'essity of !reen en$ironment.This in" of a'ti$ities promote its bran" ima!e as en$ironment frien"ly. -S-M also ma"e publi' a"$ertisement as their %S- a'ti$ities.5or e6ample, a"$ertisement on 2Stop %hil" /abour3, 24ot more than t*o 'hil"ren, if one it is better3, et'.

The pri'e of the pro"u't of -S-M is set by the top mana!ement of the 'ompany.They follo* 2$alue base" pri'in!3 to set the pri'e.But if the 'ompetitors re"u'e the pro"u't pri'e then it also re"u'es its pri'e but *itout 'ompromisin! its pro"u't +uality.

Service

-S-M pro$i"e loa"in! an" unloa"in! fa'ility to its 'ustomers.#f the $olume of sellin! pro"u't is hi!h then it pro$i"es free loa"in! an" unloa"in! fa'ility *here BS-M pro$i"es only loa"in! fa'ility. Secondar acti(ities of RSRM+

!irm infrastructure

1. 5echnical department J

2peration Jhere the te'hni'al team ,'ombination of 'hemi'al, me'hani'al, ele'tri'al an" metalar!y en!ineer en!a!e" *ith main pro"u'tion.

Maintenance Jthis "epartment also 'ombination of same te'hni'al person *ho e6e'ute any in" of maintenan'e *or of the plant. 5echnical support Jthe te'hni'al support !roup pro$i"es all in"s of support to the 'ustomer about +uality an" property of reinfor'ement bar.

2. Sales = Marketing J
Marketing group)

There are "i$isional sales offi'er, 'hief sales e6e'uti$e, sales e6e'uti$e, bran" e6e'uti$e, mar etin! e6e'uti$e *ho e6e'ute plannin! pro!ram for mar etin! an" sales poli'y, poli'y for bran"in!.
Sales team>

-S-M ha$e e6perien'e" sales team.?nly be'ause of them the mar et share is no* 20K.4o* -S-M is mar et follo*er.Their main 'ompetitor is no* ,LS, LS-M an" @P=. 2 years a!o the situation *as "ifferent.,t that time it *as the +uestion of their sustainability.But no* only be'ause of them the "e$eloper 'ompany prior them than ,LS, @P=. 3. 7inance 1epartment. The responsibilities of the finan'e "epartment are to allo'ate 'ash from "ifferent sour'es li e ban or in$estment 'ompanies, an" the "istribution of 'ash for pro"u'tion or other purposes. 8. 1epartment of Research and de(elopment> This "epartment al*ays "oes the 'ontinuous resear'h for the "e$elopment of the pro"u't, to brin! $arieties of the pro"u't type an" to intro"u'e ne* soft*are, te'hnolo!y

"e$elopment for the betterment of the pro"u't that *ill be more en$ironments frien"ly an" prote't the future nation. "uman resource management#

-S-M re'ruit employees an" labours throu!h both e6ternal an" internal sour'es. )hen from e6ternal sour'es they re'ruit them throu!h a"$ertisement in ne*spaper or online 'ir'ulations.Then after ta in! inter$ie* they sele't them an" assi!n the responsibilities on the basis of thei +ualifi'ation an" e6perien'ee.-S-M pro$i"e trainin! fa'ilities to ma e them effi'ient an" s ille" personnel. The top mana!ement al*ays re$ie* the performan'e appraisal of the employees .Then if the performan'e is better the mana!ement of -S-M pro$i"e promotions,!ifts or in'enti$es as re*ar" to moti$ate them. -S-M pro$i"es t*o bonuses e$ery year an" one bonus is e+ual to the one.thir" of the basi' salary.-S-M pro$i"es transport fa'ilities for the mana!ers. There is !oo" relationship bet*een the employees an" the top le$el mana!ement. , smooth relationship bet*een the employees an" top le$el mana!ement also moti$ate the employees. #f any labor in&ure" throu!h a''i"ent then -S-M pro$i"e in'enti$es to him. ,ll 'ost for the treatment bear by -S-M .If an labour in3ured seriousl than he is compensated with * lakh taka. Procurementpur'hasin! of ra* materials,supplies an" other 'onsumable items as *ell as assets7. -S-M has o*n suppliers of ra* materialsM

!rom local mar et$$

MOD%R& Steel Mills 'td (MSM') Ratanpur ship recycling industries limited*

!rom international mar et#

The mana!in! "ire'tor of -S-M an" MSM/ an" also the %hairman !o abroa" to 'ole't ra* materials.They 'olle't ra*.materials fromM

5hailand

5urke South Africa USA U? et', *hereas BS-M 'olle'ts ra* materials from 5UR?&%9 !6I$A A$1 I$1IA.

+echnology development#

-S-M intro"u'es familiar soft*are name" <-P 0<nterprise -esour'e Soft*are1 that helps to prepare an" re'or" the "ata of the o$erall sales pro'e"ure in'lu"in! or"er pro'essin!, 'ustomer profile, billin!, in$oi'e re'or", transportation et'..

-alue chain approach and the competiti(e ad(anatge

-S-M al*ays e6amine its 'osts an" performan'e in ea'h $alue.'reatin! a'ti$ity an" to loo for *ays to impro$e it.Top man!ers estimate 'ompetitorsG 'osts an" performan'es as ben'hmar s a!ainst *hi'h to 'ompare their 'osts an" performan'e. Internal cost analysis + To assess 'ompetiti$e a"$anta!e at first -S-M "etermine its sour'es of profitability.Then it "etrmine its internal 'ost li e.

'osts for materials, 'ost of e+uipment, 'ost of maintenan'e, 'ost of ener!y po*er an" plant, *a!es of the labour, employee salary et'.

%,ternal cost analysis: -S-M also analyBe its e6ternal 'osts.<6trenal 'ost analysis in'lu"es.

C,T an" Ta6 for @o$t., transportation 'ost,

'ost of the ser$i'e of loa"in! an" unloa"in! fa'ilty et'. *ith the

-ertical lin age analysis: -S-M analyse the relationship *ith the supplier, "istributor an" the 'ustomer 'ost of maintainin! relationship *ith them.. Internal differential analysis: -S-M "o the 'ost anlysis to fin" the sour'es of "ifferentiation an" to 'hoose the best "ifferentiation strate!y.-S-M basi'ally follo* the 'ost lea"ership strate!y. ,fter "eterminin! total 'ost they ta e strate!ies to re"u'e the o$erall 'ost. S5RA5&8I! 7RAM&:2R?S 72R -ALU& !6AI$ A$AL%SIS Calue 'hain analysis re+uires a strate!i' frame*or or fo'us for or!aniBin! internal an" e6ternal information,for analyBin! information, an" for summariBin! fin"in!s an" re'ommen"ations. Be'ause $alue 'hain analysis is still e$ol$in!, no uniform pra'ti'es ha$e yet been establishe". =o*e$er, borro*in! re'ent 'on'epts from strate!ists an" or!aniBation e6perts, -S-M follo* three useful strate!i' frame*or s for $alue 'hain analysis.These are( Structure anal sis of RSRM@ !ore competencies@ and Segmentation anal sis.

Structure Anal sis 2f Rsrm 5hrough 5he !ompetiti(e 7orces+

Bargaining power of buyers; Bargaining power of suppliers ; Threat of substitute products or services; Threat of new entrants; and ntensity of competition

+hreats of intense segment rivalry: RSRM with its compititors like BSRM9?SRM9A?S98P69BSIL etc ha(e high high fi'ed costs and e'it barriers are high9ha(e battles of promotional acti(ities.

The 'ompetitors are tryin! to e6ploit the potential 'ustomers of !ra"e" bar. They are hi!hli!htin! that other 'onstru'tion materials li e stone 'hips, 'ements et'. are also a$ailable to support the uses of !ra"e" bar. So, bar!ainin! po*er of the buyer is so hi!h. +hreat of ne. %ntrants: There are alrea"y 39D steel 'ompany in Ban!la"esh.,mon! them P=P steel in"ustry,-ahim Steel,,n*ar #spat in Dha a an" BS-M,-S-M,LS-M,,LS,@P=,BS#/ are in %hitta!on! *hi'h are fully automate" rollin! in"ustry.There is SS-M in %hitta!on! but its !reat mar et 'o$era!e is in 5eni an" Sa$ar.There is another steel mill in %hita!on! name" Saleh -e.rollin! Steel Mill that 'laims itself as re.rollin! mill but is not fully automate".There are ne* 'omers *aitin! to enter into the mar et.

+hreat of substitute products or services Day by "ay in our 'ountry use of Pre.fabri'ate" Buil"in! system are in'reasein! *here use "ifferent types of steel !ir"er 0=.Beam,#.Beam ma"e by steel1 &ointin! by nut bolt system.#t is mainly use in #n"ustrial Stru'ture.But no* usin! also for resi"ential buil"in!.The main benefit for this system are J not time 'onsumin! li e as 'on'rete stru'ture.it is easy to maintain +uality J it has !reat earth+ua e resistin! po*er.So this system is a threat for -S-M as *ell as for steel in"ustry.But as the !ir"er is importe" from forei!n mar et so it is of less threatenin! as "ee$loper 'ompany mostly uses home 'ountry pro"u'ts as they follo* international stan"ar"s

5hreats of potential entrants

Bargaining power of supplier

Ri(alr with the competitor s of RSRM

Bargaining power of bu er

5hreats of substitutes

7igure+ PorterAs 0 competiti(e forces +hreat of gro.ing bargaining po.er of the buyer: The pri'in! strate!y of -S-M is that they ma e un"erstan" the 'ustomers that the pri'e of !ra"e" bar is reasonable. Lno*le"!eable users are fully a*are about the uni+ueness of the !ra"e". Stan"ar" test reports help in a'hie$in! the trust of the buyers an" thus re"u'e the bar!ainin! po*er.#f any 'ustomer *ant the laboratory test report -S-M pro$i"e it.?r sometimes -S-M !i$e the fa'ility to test the pro"u't free if 'ustomer *ants. +hreat of gro.ing bargaining po.er of the supplier* ,s -S-M has the o*n supplier name" 2Mo"ern steel Mills3 an"( -atanpur Ship Brea in! #n"ustry3 so their is no threat of the the bar!ainin! po*er of the supplier.

!2R& !2MP&5&$!I&S A$AL%SIS 1efinition of B!ore !ompetenciesB

The main stren!ths or strate!i' a"$anta!es of a business. %ore 'ompeten'ies are the 'ombination of poole" no*le"!e an" te'hni'al 'apa'ities that allo* a business to be 'ompetiti$e in the mar etpla'e. Theoreti'ally, a 'ore 'ompeten'y shoul" allo* a

'ompany to e6pan" into ne* en" mar ets as *ell as pro$i"e a si!nifi'ant benefit to 'ustomers. #t shoul" also be har" for 'ompetitors to repli'ate. Philip Lotler, in his boo 2Mar etin! Man!ement3 ,sai" that, 2A core competenc has three characteristics+ #*C It is a source of competiti(e ad(antage in that it makes a significant contribution to percei(ed customer benefits. #,C It has applications in awide (areit of markets #.C It is difficult for competitors to immitate.D %ompetiti$e a"$anta!e a''rues to 'ompanies that possess "istin'ti$e

'apabilities.)hereas 2'ore 'ompeten'ie'3 refers to areas of spe'ial te'hni'al an" pro"u'tion e6pertise,"istin'ti$e 'apabilities "es'ribes e6'ellen'e in broa"er business pro'esses. , business &ust startin! out *ill try to first i"entify . an" then fo'us on . its 'ore 'ompeten'ies, allo*in! it to establish a footprint *hile !ainin! a soli" reputation an" bran" re'o!nition. Usin!, an" later le$era!in!, 'ore 'ompeten'ies usually pro$i"es the best 'han'e for a 'ompany>s 'ontinue" !ro*th an" sur$i$al, as these fa'tors are *hat "ifferentiate the 'ompany from 'ompetitors.

!ore competencies of RSRM

Ad(ance technolog or high technolog leadership+ -S-M uses both #n"ian an" Aapanese te'hnolo!y that ensures highest quality of production! 2wn Eualit control s stem+ -S-M has o*n +uality 'ontrol system .ThatGs *hy it 'an test an" monitor its proo"u't +uality imme"iately an" it limits the time 'ost of pro"u'tion an" it is possible to "eli$er the pro"u't at &ust in time.So , it nee"s no to test the pro"u't outsi"e or by any thir" party .Thus it re"u'es the 'ost of testin!.

/niversal +esting Machine

-S-M ha$e 100 M. Ton 'apa'ity Uni$ersal Testin! Ma'hine that ensures yiel" stress , ultimate tensile stren!th , elon!ation , an" ban" test of the finishe" pro"u'ts Optical %mission Spectrometer (PD0$1222) 10 se'on"s in'lu"in! %arbon0'1,Sili'on0Si1,Man!anese0M41,

#t has ?pti'al <mission Spe'trometer 0PD,.70001 *hi'h 'an analyBe 1E elements of steel *ithin Sulpher0S1,Phosphorus0P1,%hromium0%r1,4i' el04i1,,luminium0,l1,/ea"0Pb1,Nin'0Nn1, %obult0%o1,Boron0b1,,rseni'0,s1,Titenium0Ti1,Monib"enum0Mo1,#ron05e1, %opper0%u1an" %.<.

O.n Chemical 'ab

-S-M has a sophisti'ate" %hemi'al /ab. to analyBe the 'hemi'al 'omposition of in'omin! ra* materials an" finishe" pro"u'ts.The main ob&e'ti$e of the 'hemi'al analysis is to "etermine the e6istin! per'enta!e of %arbon0'1, Sili'on 0Si1, Man!anese 0Mn1, Sulpher0S1, Phosphorous 0p1 et' in ra* materials an" in our finishe" pro"u'ts.

!hemical composition according to International standards and the product of RSRM !hemical properties !# Kma'C P#Kma'C S#Kma'C Mn#Kma'C !&#Kma'C ;..; ;.;H; ;.;H; ) ) IS *FGH 8r 0;; BS///I 8r./H; ;.,0 ;.;0; ;.;0; ;.0; AS5M AH*0 8r.F0#0,;C ;.;H; ;.;0; *.G; ma' ;.,0 ;.;0; ;.H; ;./; RSRM 0;;w RSRM /*0JH; premium ;.,G);..0 ;.;0; ;.;0; *.0;)*.G;

$#ma'C

*,;

*,;

Standard of Production 4ualit +

-S-M maintain both the #S? stan"ar",BST# an" ,STM J,D19 *here BS-M only maintain #S? stan"ar"s. Aahan!ir ,lam, a professor of %hitta!on! Uni$ersity of <n!ineerin! an" Te'hnolo!y 0%U<T1 sai" 2)e ha$e teste" -S-MGs ro"s an" foun" them as par *ith the latest *estern stan"ar"s.3.

&as

access to raw materials than the competitors that ensure Euick

production and 3ust in time deli(er + The main ra*.materials of -S-M are meltin! s'rap an" billet, *hi'h a$ailable throu!h international ma et an" lo'al mar et. Mo"ern Steel Mills /imite" at first 'olle't ra* materials from -atanpur Shipyar" #n"ustry an" abroa" an" then meltin! the s'raps to ma e billet an" then sells it to -S-M.Then from the billet -S-M pro"u'e "eforme" bar. ,s the ra* materials are a$ailable so -S-M is able to pro"'e its finishe" pro"u't $ery +ui' ly an" pro$i"e &ust in time "eli$ey. Durin! my sur$ey, the de(eloper companies who use BSRM deformed bar as their * st choice claim that BSRM canAt pro(ide 3ust in time deli(er 9so the donAt wait for BSRM rather use the product of RSRM as the pro(ide 3ust in time deli(er . .

7acilities +

%ore 'ompeten'ies that shoul" be $ie*e" as the ey strate!i' $ariable in the business as the buil"in! of effi'ien't are lo*.'ost fa'ilities at multiple lo'ations. Desi!nin! a stan"ar" fa'ility may be of a plant or ser$i'e establishment, an" polishin! to a s'ien'e pro'essof 'onstru'tin! an" puttin! the fa'ility into operation at minimum 'ost. The firm thus lo*ers its in$estment relati$e to 'ompetitors an" Hor pro$i"es a more attra'ti$e or effi'ient lo'ation from *hi'h to "o business. -S-M has some fa'ilities in'lu"e"M

Plant facilities ha$e 'ome to in'lu"e J

+hree production plants O.n po.er plant +.o .are houses* Induction Melting !urnaces with a 'adle Refining !urnaces3 a Continuous Casting plant and Rolling Mills .ith the latest automated features

O"teel 'ompanies re+uire hu!e an" uninterrupte" po*er supply.,ny unfa$ourable 'han!e in po*er relate" re!ulations may affe't the 'ompanies business.-S-M has o*n po*er plant *hi'h ensures uninterrepte" po*er supply. But BS-M ha$e no po*er plant @P= ha$e a po*er plant but the 'apa'ity an" flo* of ele'tri'ity is less than -S-M.P 2ther au'iliaries in'lu"e J

well eEuipped Crane facilities3 a Main Po.er Substation3 4uality control center Maintenance Shops an" !oreign +echnical e,pertise from 5ermany and India*

Bio facilities in'lu"e

facilities of fresh .ater3 compressed air and natural gas.

OThe 'ompany also re+uires @as for heatin! billets an" a''or"in!ly shorta!e of !as supply *ill affe't the operation of the 'ompany. -S-M !as 'onne'tion is 'onne'te" *ith main "istribution line of %hitta!on! None.So -S-M is en&oyin! uninterrupte" an" suffi'ient !as supplyP.

Chapter3

Implications of Competitive trategy to Achieve Competitive Advantage

Meaning of !ompetiti(e Strateg +

%ompetiti$e Strate!y means lon!.term a'tion plan that is "e$ise" to help a 'ompany !ain a 'ompetiti$e a"$anta!eo$er its ri$al. This type of strate!y is often use" in a"$ertisin! 'ampai!ns by someho* "is're"itin! the 'ompetition>s pro"u't or ser$i'e. %ompetiti$e strate!ies are essential to 'ompanies 'ompetin! in mar ets that are hea$ily saturate" *ith alternati$es for 'onsumers.

Assense of competiti(e strateg +

Pro"u'ers an" suppliers familiar *ith farmin! an" ran'hin! may no* that su''essful $entures in the steel in"ustry ha$e typi'ally operate" in a 'ommo"itiBe", pri'e."ri$en mar et, *here all parties pro"u'e essentially the same pro"u't. Su'h 'on"itions imply that the ultimate 2*inners3 are the most 'ost.effi'ient pro"u'ers, meanin! that steel manufa'tureres ha$e histori'ally relie" on strate!ies that fo'use" on lo*er 'osts. )ith the a"$ent of pro"u't "ifferentiation an" "ire't mar etin!, that reality has 'han!e", an" no* there are both in"i$i"ual an" *holesale buyers are loo in! for pro"u'ts *ith $ery spe'ifi' 'hara'teristi's or spe'ial ser$i'es. These 'hara'teristi's often use strate!ies that "onGt fo'us on 'osts an" $olumes e6'lusi$ely7 rather the pro"u't or ser$i'e may be of premium +uality, be "ifferentiate" from other pro"u'ts an" ser$i'es a$ailable in the mar et. Su''essful $entures perform a 'ombination of business a'ti$ities *ell, in'lu"in! mar etin!, pro"u'tion, "istribution, finan'e, 'ustomer ser$i'e, an"Hor other a'ti$ities important to the enterprise.

1IM&$SI2$S 27 !2MP&5I5I-& S5RA5&8%+ The "imensions of 'ompetiti$e strate!y for 'ompetin! in the steel in"ustry "iffer in $areity of *ays( Specialization:

The "e!ree to *hi'h -S-M fo'uses its efforts in terms of its *i"th of its line# the target customer segments# and the geographic mar$ets served!

-S-M has basi'ally four pro"u't line J L)power 0;;5M5 L)power F0 grade 8rade )H; 8rade )/;

,ltho!h other 'ompetitors li e BS-M has more pro"u't line but "urin! my sur$ey some "e$eloper 'ompany li e, Naman Properties an" De$eloper 'ompany, Pra'hir Properties /imite", ,llione, -5 buil"ers, Three Star properties, BT# "e$elopers et'.sai" that -S-M shoul" not in'raese its pro"u't line rather it shoul" 'on'entrate on its pro"u't +uality.Pro"u't line is not the ultimate thin!, the ultimate thin! is its +uality. Push vs Pull:

The "e!ree to *hi'h a 'ompany see s to "e$elop bran" i"entifi'ation *ith the ultimate 'onsumer "ire'tly $s the support of "istribution 'hannels in sellin! its pro"u'ts. -S-M basi'ally follo* 2Push strate!y3 to sell its pro"u'ts. Channel selection:

The 'hoi'e of "istribution 'hannels ran!in! from 'ompany Jo*ne" 'hannels to spe'ialty outlets to broa"line outlets.

-S-M has 03 "istribution 'enters,more than 90 sales representati$es,an" se$eral sales "eposits at Dha a,%hitta!on!,Sylhet,-a&shahi,Bo!ra an" Lhulna. )hen sele'tin! "ealer or "istributor, MBusiness turno(er9 8oodwill9 Area co(erage, 7inancial sol(enc ,3 these fa'tors are bein! 'onsi"ere".

Product 6uality:

#t is the le$el of pro"u't +uality,in terms of ra* materials,spe'ifi'ations,a"heren'e to toleren'es,features an" so on. -S-M has the hi!hest +uality of pro"u'ts *ith hi!h enon!ation an" ben"ability that is earth+ua e resistant. +echnological leadership:

The "e!ree to *hi'h it see s te'hnolo!i'al les"ership $erses follo*in! or imitation. -S-M uses up!ra"e" Aapanese an" #n"ian te'hnolo!y for its pro"u'tion pro'ess Cost position :

The e6tent to *hi'h it see s lo*.'ost position in manufa'turin! an" "istribution throu!h in$estment in 'ost.minimiBin! fa'ilities an" e+uipment.-S-M al*ays insist on 'ost lea"ership strate!y. Service:

The "e!ree to *hi'h it pro$i"es an'ialliary ser$i'es *ith its pro"u't line ,su'h as loa"in! an" unloa"in! fa'ility,'re"it "ays an" 're"it limit fa'ility an" so forth. Price policy:

The relati$e pri'e position of a 'ompany in the mar et.Pri'e position *ill usually be relate"to su'h other $aribles as 'ost position an" pro"u't +uality.

The pri'in! approa'h of -S-M is 2Calue Base" Pri'in!3. The pri'in! strate!y for ne* pro"u't is 2Mar et Penetration3.

The pri'e of the pro"u't of -S-M is set by 2Top Mana!ement3 of the 'ompany. The in'rease of ra* materials pri'e affe't its profitability.So,to "etermine the pri'e the fa'tor of 2Total %ost3 is bein! 'onsi"ere".

!2MP&5I5I-& S5RA5&8I&S 72LL2:&1 B% RSRM

2(erall !ost Leadership Strateg +

?$erall 'ost lea"ership re+uires firms to "e$elop poli'ies aime" at be'omin! an" remainin! the lo*est.'ost pro"u'er an"Hor "istributor in the in"ustry. %ompany strate!ies aime" at 'ontrollin! 'osts in'lu"e 'onstru'tion of effi'ient.s'ale fa'ilities, ti!ht 'ontrol of 'osts an" o$erhea", a$oi"an'e of mar!inal 'ustomer a''ounts, minimiBation of operatin! e6penses, re"u'tion of input 'osts, ti!ht 'ontrol of labor 'osts, an" lo*er "istribution 'osts. The lo*.'ost lea"er !ains 'ompetiti$e a"$anta!e by !ettin! its 'osts of pro"u'tion or "istribution lo*er than those of the other firms in its mar et. RSRM basicall follow the Cost 'eadership Strategy as its compititi(e strateg . Reduction of supplier cost and input cost that results in production economies of scale +

-S-M has o*n supplier of ra* materials #nput is also 'olle'te" from o*n ship brea in! in"ustry

,s the supplier an" ra* materials are a$ailable for them so it re"u'es supplier 'ost an" input 'ost an" thus pro"u'tion 'ost is re"u'e". Logistical economies of scale as it has low transportation cost+

-S-M 'an "eli$er their o*n !oo"s to the "esire" points of their 'ustomers as their re+uirements as( o -S-M has own truc$ an" o %ood communication with Trailer &wner's Association(. o #t has own deliveryman a''ompany *ith the loa"e" $ehi'les from loa"in! points to the "eli$ery points of the 'ustomers. ,s -S-M has o*n $ehi'le an" "eli$ery man so it has lo* transportation 'ost,thus -S-M a'hei$e" /o!isti'al <'onomies of S'ale.

Promotional economies of scale+ &stablish road sign instesd of hiring billboard+

=irin! billboar" for 1 year 'osts about 9la s ta a. #nstea" of hirin! billboar" )")* use road-sign at $ery fe* 'ost an" they "onGt ha$e to pay 9la s ta a o$er the year,rather they 'an use it for unlimite" time. &stablish passenger shade+

-S-M establishes passen!er sha"e as its promotional a'ti$ities.,ltho!h other 'ompititors follo* them but they are one step ahea" from them as it has a ma6imum number of Passen!er sha"e than the others.

5he establish this roadsign and passenger$shade at different places of the city so where(er ou go our e es will 3ust turn o(er to them. 5his roadsign and passenger 7shade contains the name and logo of RSRM3 slogan3 and the picture of the product of RSRM B using these RSRM contributes to the social responsibility *

5hus RSRM is able to create a possiti(e image into the customers mind at a low cost. 5hus RSRM achie(e promotional economies of scale. 2wn (endor for broadcast ad(ertising+ -S-M has o*n $en"ors throu!h *hi'h it shoot its pro"u'tion pro'ess for a"$ertisement. -S-M nee"s not to !o for any other a"$ertisin! a!en'y .ThatGs *hy a hu!e amount of a"$ertisement 'ost is re"u'e".

So *e 'an say that -S-M has promotional e'onomies of s'ale that is its one of the 'ore 'ompeten'ies.

2wn Eualit control s stem that reduces production time and ensures 3ust in deli(er and also ensures no cost of product testing+

-S-M has o*n +uality 'ontrol system .ThatGs *hy it 'an test an" monitor its proo"u't +uality imme"iately an" it limits the time 'ost of pro"u'tion an" it is possible to "eli$er the pro"u't at &ust in time.So , it nee"s no to test the pro"u't outsi"e or by any thir" party .Thus it re"u'es the 'ost of testin!.

1I77&R&$5IA5I2$ S5RA5&8%
The se'on" strate!y, "ifferentiatin! the pro"u't or ser$i'e, re+uires a firm to 'reate somethin! about its pro"u't or ser$i'e that is per'ei$e" as uni+ue throu!hout the in"ustry. )hether the features are real or &ust in the min" of the 'ustomer, 'ustomers must per'ei$e the pro"u't as ha$in! "esirable features not 'ommonly foun" in 'ompetin! pro"u'ts. Differentiation may be attaine" throu!h many features that ma e the pro"u't or ser$i'e appear uni+ue. Possible strate!ies for a'hie$in! "ifferentiation may in'lu"e(

*arranties bran" ima!e te'hnolo!y

features ser$i'e +ualityH$alue "ealer net*or

#t is important to eep in min" that a $entureGs most effe'ti$e "ifferentiation.the one that *ill brin! the $enture the most su''ess.*ill li ely 'ome from &ust one or t*o strate!ies.

Product differentiation of RSRM

20K more po*erful =i!h elon!ation =i!h stren!th 'ombine" *ith hi!h "u'tility Better fati!ue resistant Better resistan'e to hi!h temperature in 'ase of fire haBar"s. Stron! but easy to ben" Better *el"ability *ithout loss of stren!th at *el"e" &oints. Pro"u'e" from the best +uality billet /en!th Q12 meters ,''urate *ei!ht %ost effe'ti$e Perfe't "iameter Uniform stren!th an" lon! lastin!

Product feature of RSRM and 8P6 @ra"e #S.17ED @r.900 Supply %on"ition Reil" Sress 4Hmm2 900 Tensile Stren!th 4Hmm2 989 <lon!ation Kmin 12

BS888: @r.8D0 ,STM ,D19M @r.7909201 RSRM ,s rolle" .0;J/;grade RSRM /*0JH; ,s rolle" 8rade 8P6 ,s rolle" /;;JH; grade RSRM ,s rolle" ') power0;;tmt 8P6 5M5 ,s rolle" 0;;w

8D0 920

989 D:0

12 D.70"epen"in! on bar1

390 819 819

800 D20 D20 ,, *H */

0/;

H/;

*G

0;;

0F0

*/

1ifferentiation at customer ser(ice+

7acilities pro(ided to the customer

Durin! my sur$ey at "ifferent steel 'ompany an" "e$eloper 'ompany # ha$e learnt that almost all the steel 'ompanies pro$i"e" same types of fa'ility li e J

/oa"in! an" unloa"in! fa'ility, %re"it fa'ility, payment per'enta!e fa'ility, Pro"u't testin! fa'ility.

But the "ifferentiation is here that the steel 'ompanies pro$i"e these fa'ilities on 'ustomer basis.,n" all the "e$eloper 'ompany sai" that they are happy *ith the ser$i'es or fa'ilities pro$i"e" by -S-M than the other 'ompanies.The payment system of BS-M is "iffi'ult an" 're"it fa'ility is not enou!h. &asier terms and condition+

Many "e$eloper 'ompanies prefer -S-M be'ause of its easier terms and condition! They also 'laim that the terms an" 'on"itions of BS-M is difficult to maintain an" it harrasing the company!

So the easier terms an" 'on"ition 'an be treate" as one of the 'ompititi$e a"$anta!e of -S-M. A(ailable production and 3ust in time deli(er +

#t is ne'essary to satisfy ones 'ustomer by fulfillin! fis or"er &ust in time.,n" it is only possible *hen their is J

smooth production system3 available production and an active management system .

#f a 'ompany 'anGt satisfy its 'ustomers *ithin &ust in time "eli$ery then pro"u't or"er may be 'an'elle" of or "e'line". Durin! my sur$ey most of the 'lients of -S-M sai" thatM -S-M has the commitment on time and demand fulfillment capacity! -S-M produce available product based on customer re6uirement. The delivery of goods is e,ecuted .ithin the shortest possible time on re'ei$in! of *or or"er from 'ustomer.

0ll customers of RSRM agree that the product of RSRM is available. 8henever they need the product it reaches to their hand 9ust in time *here other 'ompititors pro"u't li e :SRM are not available and they have distribution problem* The Sales an" Mar etin! "epartment pro'esses purchase order of 3maintains liaison .ith and 6uic responds to the customers*

&(aluation of customers+

,ny 'ompany *hether it is steel in"ustry or not shoul" listen to its 'ustomers.#f the or!aniBation sho* 'oura!e to its 'ustomers to listen them an" try to mana!e their problens then the 'ustomers thin that they are properly treate" by this or!aniBation. Thus it is possible to !ain trust*orthiness an" the 'ustomer satisfa'tion. -S-M al*ays pay hi!hest importan'e to its 'ustomers. #t is $ery mu'h 'areful about its $aluable 'ustomers.5or that reason it has ;Customer<s Satisfaction 4uestionnaire= an" ;Customer<s Complain Register=.

#n the %ustomerGs Satisfa'tion Fuestionnaire ,it give the scope to its customers to ma e comment about its products and services. #n the %ustomerGs %omplain -e!ister they compile customers complain Then the management revie. complains of the customers in the ;Management Revie. Meeting= an" They strictly maintain this practice and ta e necessary action* 8ood relationship with de(eloper compan

<$ery 'ompany shoul" maintain 'ustomer relationship *ith its 'ustomers for lon! term sustainability. Durin! sur$ey almost all the 'omany *ho pur'hase ro" from -S-M sai" that.

)hether they are lar!e 'ompany or not, RSRM maintain good relationship .ith them an" recall them after sales** But :SRM only maintain good relationship .ith its big clients*+hey do only sales3 not maintain relationships .ith the small commpany* Pro(ide fle'ible credit facilit + RSRM has fle'ibile credit facilt *ith >? days but in case of its important clients it is e,tented to @2 $ A?days*

Most "e$eloper 'ompanies *ant lon! time 're"it fa'ility than the other ser$i'es.

BSRM pro(ide only Bdays credit facilit *hi'h is not preferrable to its buyers. A?S an" 8P6 pro$i"e minimum ?2 days an" ma,imum B2 days 're"it fa'ility an" ?SRM also no* follo* them. But due to this huge gap of credit da s A?S ha(e to face a large amount of ban loan*

So *e 'an say that -S-M ne$er 'ompromise *ith its +uality an" this ma es it 'ompetiti$ely one step ahea".

Arrangement of seminers countr wide to make aware the customers about the product Eualit

-S-M arran!es seminers 'ountry*i"e alon! *ith the engineers# corporate customers# local people# masons to a*are them about -S-M itself,itGs pro"u't an" pro"u't +uality an" the affe't of earth+ua e. ,lthou!h all the 'ompanies arran!e seminers but the 'ompetiti$e strate!y that ma es it "ifferen'e from others is in its way of arrangements# attitudes#presentations# gift items etc!

1ifferentiation at Branding
The bran" elements of BS-M 'ontain some important meanin!s. Bran" e+uity. elements are those tra"emar "e$i'es that i"entify an" "ifferentiate the bran". Bran" elements play a number of roles. The li eability an" appeal of bran" elements may also play a 'riti'al role in a*areness an" asso'iations lea"in! to bran". There are some elements of bran" of BS-M @roup. These are !i$en belo*( $ame+

Bran" name is an important element of the bran". -S-M has "istin'ti$e bran" name. The %orporate bran" name of the !roup is RSRM. This name 'onsists of follo*in! best bran" name features, su'h as(

Short an" simple. <asy to spell ; rea". Su!!esti$e of pro"u't benefits +uality

-S-M Steels /t". intro"u'e" hi!her stren!th -einfor'in! Bar *ith the bran" name NLpower)0;;:A an" this name re'o!niBes the po*er an" "ra* a pi'ture of stren!th into the 'ustomers min".

Slogan+ /i e bran" names, slo!ans are an e6tremely effi'ient means to buil" bran" e+uity. The slo!an of -S-M is MUpon which our dreams stand forD .&(er man has a dream to built a strong house or shelter for himself and also for his ne't generations.5his slogan reminds that dream into the customers mind and assures that RSRM is near to him with a strong deformed bar.

Logo+

The lo!o of -S-M is an important bran" element of the 'ompany. -S-M has a "istin'ti$e an" attra'ti$e lo!o. The MIron ManD of the lo!o J Strength9 Safet 9 an" Sustainabilit . ,n" the mission statement is 2Steel for the 4ation3. This statement 'reates a sense into the 'ustomer min" that it is the stron! steel that *ill 'reate a stron! future throu!h the infrustru'tural "e$elopment of the 'ountry *itha stron! han".

Chapter!"

#ecommendations and conclusions

Recommendations+
RSRM should de(elop the marketing mi' -S-M shoul" set of 'ontrollable mar etin! tools J pro"u't, pri'e, pla'e, promotion J that -S-M blen"s to pro"u'e the response it *ants in the tar!et mar et. Recommendations about product Durin! my sur$ey many "e$elopers say that -S-M shoul" not in'rease its pro"u't line rather it shoul" pro"u'e +uality pro"u't -S-M shoul" sho* test report to the 'lients "urin! ne!otiation. #t shoul" "e$elop a 2 -esear'h ; De$elopment3 "epartment for 'ontinuous inno$ation an" up!ra"ation Recommendations about pricing

-S-M shoul" re"u'e pri'e *hen 'ompititors re"u'e pri'e of their pro"u't *ithout 'ompromisin! its $alue. The 're"it perio" shoul" in'rease more.

Recommendations about distribution of products The "istribution outlets shoul" be in'rease" -S-M shoul" pro$i"e both the loa"in! an" unloa"in! fa'ilty .

Recommendations about advertisement Ma in! an attra'ti$e ,inno$ati$e,realisti',informati$e a"$ertisement for

Broa"'astin! Shol" 'o$er important TC 'hannels,5M ra"ios #n'rease number of billboar"s all o$er the 'ountry 5ull information at the *eb pa!e

Recommendations about sales promotion @i$e more 'omissions an" !ifts to the "ealers #n'rease "is'ount an" 're"it fa'ilities 4ot only !i$e in'enti$es to the "e'ision ma er or pur'haser of the "e$eloper 'ompany but also to the en!ineers Recommendations about public relation -S-M shoul" 'reate "istin'ti$e bran" ima!e of its pro"u'ts thro!h publi' relation by follo*in!(

,ltho!h it has been arran!e" fe* seminers but it shoul" be 'ontinue in a re!ular basis alon! *ith the en!ineers, ey persons of the "e$eloper 'omapny,lo'al people or the lan"o*ners,labors. /aun'h pro!rams or seminers to 'reate a*areness about earth+ua e an" Ban!la"esh buil"in! 'o"e. Sponsor $arious pro!rams spe'ially "esi!ne" for youn! !eneration on si!nifi'ant o''ations in e"u'ational institutions. To utter the ne'essity of 2 Stru'ture" Ban!la"esh a!ain an" a!ain3

These pra'ti'es *ill in'rease the 'orporate ima!e of -S-M Recommendations about personal selling &ffecti(e and efficient sales force should be recruited

The sales !ro*th of -S-M is not satisfa'tory as 'ompare" to others.#f -S-M *ants to in'rease sales !ro*th on 'ontinuous basis , they shoul" re'ruit the effe'ti$e an" effi'ient sales for'e be'ause effe'ti$e sales people are able to 'reate an" maintain !oo" relationship *ith "ifferent "e$elopers,retailers,an" en" users.Moreo$er 70K sales of the steel mar et o''ur on the basis of relationship.<ffe'ti$e an" effi'ient sales for'es not only in'rease the sales !ro*th but also in'rease the bran" ima!e of the or!aniBation.

!onclusions+
R SRM 5roup is no* is the se'on" 'hoi'e to the 'orporate 'lients or "e$eloper 'ompany. -S-M !roup has a lon! reputation for its e6'ellent +uality 'ontrol measures. The !roup has a'hie$e" the mar et 'hallen!er position by *or in! har" to satisfy their 'ustomer. #t is in the 1st preferen'e of the most of the 'lients only be'ause of its +uality pro"u't,trust*orthyness an" 'ommitment./i e others -S-M !roup has some short'omin!s. -S-M nee"s to re"u'e or remo$e those short'omin!s for maintainin! their mar etin! an" promotional poli'ies an" to a'hei$e the lea"in! position in steel in"ustry

of Ban!la"esh. The Mar etin! ; Sales Department of BS-M shoul" effe'ti$eness an" effi'ien'y.

eep up its

Chapter!$

Appendi%

Questionnaire on Steel Industry of Bangladesh

Demografic Information:

$ame of the institution + Location of the institution + $ame of the respondent + 1esignation of the respondent+ !ontact no+ 1ate+ Signature+

Questions: 1. )hat type0s1 of ma'hinery "o you useI ,. ,utomate" SSSS. 3. 5rom *hi'h 'ountry "o you 'olle't ma'hineryI SSSSSSSSSSSSSSSSSSSS 8. Do you ha$e forei!n te'hni'al e6pertiseI ,. Res B. 4o #f yes please spe'ify, ...OOOOOOOOOOOOO 9. 5rom *hi'h sour'e "o you re'ruit employeesI ,. <6ternal Sour'e ,. Res B. 4o B. #nternal Sour'e D. #s there trainin! fa'ilities for ne*ly re'ruite" employeesI 7. 5rom *here "o you 'olle't ra* materialsI B. Manual %. Both 2. =o* many pro"u'tion plant0s1 ha$e youI

OOOOOOOOOOOOOOOOOO E. =o* many pro"u't lines "o you ha$eI OOOOOO.. :. )hi'h one is your main pro"u'tI ,. Deforme" Bar Steel 10. )hi'h !ra"e pro"u't "o you ha$eI ,. 80 @ra"e ,. 80 @ra"e ,. #S? Stan"ar" ,. /aboratory Test 18. Do you fa'e po*er 'risisI ,. Res ,. Res ,. 900) ,. Fuality B. 4o B. 4o B. 800) B. Pri'e %. 300) D. %ombination of OOOOOOO 19. Do you ha$e o*n po*er plantI 1D. )hat types of your pro"u'ts "o you ha$e 0in term of *el"ibility1I 17. )hy 'ustomer *ill 'hoose your pro"u'tI %. ?ther 0please spe'ify1OOOOOOOOO.. 1E. )ho is your main 'ustomerI OOOOOOOOOOOOOOOOOOOOOOOOOOOOOO. 1:. )hat is the position of your in the in"ustryI ,. Mar et /ea"er D. Mar et 4i'her 20. =o* mu'h mar et share ha$e you 0spe'ify in per'ent1I OOOOO.. 21. )ho is your main 'ompetitorI B. Mar et %hallen!er %. Mar et 5ollo*er B. D0 @ra"e B. D0 @ra"e B. BST# %. 79 @ra"e D. ,ll %. 79 @ra"e %. Both 11. ,mon! 80, D0 an" 79 !ra"e *hi'h one is sol" mostI 12. )hat pro"u'tion +uality "o you maintainI 13. =o* pro"u't +uality is ensure"I B. ?ther 0please spe'ify1 OOOOOOOOOOO. B. ,n!le %. %hannel D. )ire -o" <. Sprin!

OOOOO.. 22. )hat basi' 'ompetiti$e strate!y "o you follo*I ,. %ost lea"ership ,. Pri'e re"u'tion ,. Res B. 4o B. Differentiation B. Dis'ount %. 5o'us 23. )hat is your rea'tion a!ainst your 'ompetitorGs a'tion of pri'e re"u'tionI %. Promotion 28. =a$e you any spe'ifie" supplier0s1I #f yes please spe'ify,...OOOOOOOOOOOOOOOOOOOOOOOOO 29. )hat type of fa'ilities "o you e6pe't from your suppliersI ,. #nstant Deli$ery Transportation 2D. )hat type of fa'ilities "o you !et from your suppliersI #nstant Deli$ery Dis'ount %re"it fa'ility 5ree Transportation B. Dis'ount %. %re"it 5a'ility D. 5ree

27. )hat is your "ailyJmonthly pro"u'tion +uantityI OOOOOOO 2E. )hat fa'tor0s1 is 'onsi"ere" for "eterminin! pri'eI Total %ost Bran"in! Mar et Position ?thers 2:. )hat is your pri'in! approa'hI ,. %ost Base" Pri'in! D. %ompetition Base" Pri'in! 30. )ho set pri'eI ,. Top Mana!ement Department D. ,ll 31. )hat is the pri'e of "eforme" bar 0per ton1 from fa'tory in this *ee I 80 !ra"e SSSSSSS.. D0 !ra"e SSSSSSS.. 79 !ra"e SSSSSSS. 32. )hat is your pri'in! strate!y for ne* pro"u'tH ,. Mar et Penetration B. Mar et S immin! 33. Does the in'rease of ra* materials pri'e affe't your profitabilityI B. Mar etin! Department %. ,''ountin! B. Tar!et Profit Pri'in! %. Calue Base" Pri'in!

,. Res ,. Res ,. Res ,. Res

B. 4o B. 4o B. 4o B. 4o

38. Do you offer spe'ial "is'ount for 'orporate buyersI 39. Do you ha$e online or"er pla'ement opportunityI 3D. Do your 'on"u't any type of mar etin! resear'hI #f yes please spe'ify, ...OOOOOOOOOOOOOOOOO 37. )hat is your mar et se!mentation basisI ,. @eo!raphi' ,. #ntro"u'tion ,. Res B. 4o B. Demo!raphi' B. @ro*th %. Beha$ioral D. De'line 3E. )hat is the sta!e of your pro"u't 0"eforme" bar1 in P/%I %. Maturity 3:. Do you ha$e your o*n "istributionHtransportation systemI 80. =o* many "istribution 'entres "o you ha$eI OOOOOO.. 81. =o* many sales representati$es "o you ha$eI OOOOOO.. 82. Do you "ire'tly sell to the 'ustomersI ,. Res B. 4o 83. 5rom the follo*in! *hat is your "istribution 'hannelI ,. %ompany ...................................................................T 'ustomer B. %ompany ...........................retailer...............................T 'ustomer %. %ompany ............. T "istributor............T.retailer.......... T 'ustomer 88. =o* "o you "etermine 'hannel memberI OOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOO 89. )hat types of in'enti$es "o offer to your "istributors or "ealersI ,. %ommission 5a'ility b. ,llo*an'e '. Spe'ial Pri'e ". %re"it <. %ombination of OOOOOO..

8D. Do you offer free transportation to your "istributors or "ealersI

,. Res ,. Res ,"$ertisin!

B. 4o B. 4o

87. Do you use thir" party lo!isti'sI 8E. )hat types of promotional tools "o you useI Sales Promotion Personal Sellin! Dire't Mar etin! 8:. )hi'h one is the most effi'ientI ,. ,"$ertisin! B. Sales Promotion %. Personal Sellin! D. Dire't Mar etin! 90. Do you use internet a"$ertisin!I ,. Res B. 4o 91. )hat is your 'ommuni'ation toneI OOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOO 92. Do you perform any so'ial a'ti$ityI ,. Res B. 4o #f yes please spe'ify, ...OOOOOOOOOOOOOOOOOO.. 93. ,ny su!!estion to impro$e steel in"ustry of Ban!la"esh. SSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSS. SSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSS.. SSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSS..

+"0&C DO/

Questionnaire for Corporate Customers

Demografic Information:

$ame of the institution + Location of the institution + $ame of the respondent + 1esignation of the respondent+ !ontact no+ 1ate+ Signature+

Questions: 1. )hat is your fa$orite bran" for 'onstru'tionI a1 BS-M b1 LS-M '1 -S-M "1 ,LS e1 @P= f1 BS#/ 2. )hat "o you li e about your fa$orite bran" as 'ompare" to othersI a1 Pro"u't +uality b1 ,uspi'ious pri'in! '1 Distribution fa'ility "1 Bran" ima!e 3. )hat types of problem "i" you fa'e at first pur'ahse" bran"I a1 Pro"u't +ulity b1 5a$ourable pri'in! '1 Distribution problem "1 Bran" ima!e 8. )hat !ra"e" "eforme" are you usin! for 'onstru'tionI a1 @ra"e. 80 b1 @ra"e.D0 '1 @r"ae.900* 9. )hat is the re+uirement for your 'onstru'tionI a1 @ra"e. 80 b1 @ra"e. D0 '1 @ra"e.900* D. #s there any "efe'ts of BS-M pro"u'tsI a1 Res b1 4o '1 DonGt no* #f yes , *hat is the "efe'tI .............................................................. 7. #s there any "efe'ts of LS-M pro"u'tsI a1 Res b1 4o '1 DonGt no*

#f yes , *hat is the "efe'tI

..................................................................

E. #s there any "efe'ts of -S-M pro"u'tsI a1 Res b1 4o '1 DonGt no* #f yes , *hat is the "efe'tI ...................................................................... :. #s there any "efe'ts of ,LS pro"u'tsI a1 Res b1 4o '1 DonGt no* #f yes , *hat is the "efe'tI ...................................................................... 10. #s there any "efe'ts of @P= pro"u'tsI a1 Res b1 4o '1 DonGt no* #f yes , *hat is the "efe'tI ...................................................................... 11. #s there any "efe'ts of BS#/ pro"u'tsI a1 Res b1 4o '1 DonGt no* #f yes , *hat is the "efe'tI .................................................................... 12. )hat pro"u't "o you thin has less "efe'tI a1 BS-M b1 LS-M '1 -S-M "1 ,LS e1 @P= f1 BS#/ )hyI ............................................................................................... 13. )oul" you 'onsi"er this pro"u't for your ne6t 'onstru'tionI a1 Res b1 4o '1 Maybe #f no , *hyI ......................................................................................... 18. So, *hi'h pro"u't *ill you useI ................................................................ )hyI ............................................................... 19. =o* many tons "o you use per monthI a1 /ess b1 10.20 '1 20.30 tons "1 30.80 tons e1 ,bo$e 80 than 10 tons tons 1D. Do you thin your preferre" pro"u'ts are rea"ily a$ailable *hen you *ant to buy themI a1 Res b1 4o '1 DonGt no* 17. #f no,then *hat *ill be the option for youI a1 )ait for ne6t "eli$ery b1 Use another pro"u't 1E. #f use another pro"u't then *hat is your 'hoi'eI ...................................................................................................................... 1:. )hat "o you thin about the performan'e of your preferre" pro"u'tsI a1 <6'ellent b1 @oo" '1 Mo"est 20. Do you satisfy *ith the pro"u't pri'eI a1 Res b1 4o #f no,*hyI .................................................................. 21. Do you 'onsi"er any 'han!e into its pro"u't pri'e in futureI a1 Res b1 4o #f yes, *hat *ill be the best alternati$e for youI ......................................... 22. =o* "o you 'ompare this pro"u't pri'e *ith its 'ompititorsI a1 Best b1 Better '1 @oo" "1 Same 23. Do you thin that the pro"u't pri'e in"i'ates its +ualityI a1 Res b1 4o '1 Maybe

#f yes,then *hat shoul" be the pri'e ran!e to pro$e its ............................................... better +ualityI 28. %oul" the pro"u'ts line able to meet the nee" of your "eman"I #f no mention the reason.
a1 %es BSRM ?SRM RSRM A?S 8P6 BSIL b1 $o '1 Ma be !omment

BSRM ?SRM RSRM A?S 8P6 BSIL

29. =o* lon! you ha$e been the 'ustomer of steel pro"u'tsI UUUUUUUUyear UUUUUUUUyear UUUUUUUUyear UUUUUUU year UUUUUUUUyear UUUUUUUUyear 2D. Do you !et proper information from the 'ompanyI
a1 %es b1 $o '1 Ma be

BSRM ?SRM RSRM A?S 8P6 BSIL

#f no , *hat shoul" they "oI ............................................................. 27. Do you fa'e any problems in !ittin! ser$i'e from the steel 'ompaniesI a1 Sometimes b1 4e$er #f sometimes , mention the problems ........................................................... 2E. So *hat shoul" the 'ompany "oI .............................................................. 2:. Do you fa'e any problem in !ettin! ser$i'e from the sellerI a1 Res b1 4o #f yes, mention the problems ........................................................... 30. ,re you satisfie" throu!h the promotional in'enti$es of steel 'ompaniesI
a1 %es BSRM ?SRM RSRM A?S 8P6 BSIL b1 $o

31. )hat types of in'enti$es "o you *ant to !etI ........................................................................................................................ 32. ,re the promotional a'ti$ities of the steel 'ompoanies effe'ti$eI

a1 %es BSRM ?SRM RSRM A?S 8P6 BSIL

b1 $o

33. )hat types of promotion most influen'e youI a1 ,"$ertis b1 Sales '1 Publi' "1 Personal in! promotion relation sellin! 38. =o* +ui' ly the seller respon"s to your +ueryI
a1 -er prompt BSRM ?SRM RSRM A?S 8P6 BSIL b1 4uick '1 Modest

e1 publi'ity

"1 Slow

39. )hi'h 'ompany 'ontributes to the so'ial responsibility mostI a1 BS-M b1 LS-M '1 -S-M "1 ,LS e1 @P= f1 BS#/ 3D. Do you thin that 'orporate so'ial responsibility helps the 'ompany to 'reate a positi$e bran" ima!eI a1 Res b1 4o '1 Maybe #f yes, *hyI ..................................................... 37. Does the 'orporate so'ial responsility of -S-M influe'e youI a1 Res b1 4o '1 Sometimes 3E. =o* "o you e$aluate itI ....................................................................................................................... 3:. )hi'h 'ompany 'omes to the min" first *hen you thin of pur'hasin! steelI a1 BS-M b1 LS-M '1 -S-M "1 ,LS e1 @P= f1 BS#/ 80. Please ran your preferen'e for steel 'ompanies. 1st UUUUUUUUUUUU 1. 2. n" 2 UUUUUUUUUUUU 3. 4. r" 3 UUUUUUUUUUUU 5. 6. th 8 UUUUUUUUUUUUU 7. 8. th 9 UUUUUUUUUUUUU 9. 10. Dth UUUUUUUUUUUUUU 11. 12.
13.

81. ?ther than the pro"u't itself ,*hi'h of the follo*in! *oul" most influen'e you *hen "e'i"in! to buy steel. a1 #nternetH*ebsite b1 )or" of mouth '1 ,"$ertisin!

"1 #n"ustrial e1 Tra"e sho*sHe$ents publi'ations 82. Please , rate -S-M for the follo*in! attributes
-er poor 4ualit 8ood (alue Usefulness 5rusting brand After sales ser(ice Poor 7air

f1 Sales representati$es
8ood &'cellent

83. #n the past *ee , ho* many times you ha$e seen promotional a'ti$ities of the steel pro"u'tsI BSRM UUUUUUUUUtimes ?SRM UUUUUUUUUtimes RSRM UUUUUUUUUtimes A?S UUUUUUUUUtimes 8P6 UUUUUUUUUtimes BSIL UUUUUUUUUtimes 88. To maintain the +uality *hat type of stan"ar" or te'hnolo!y a steel 'ompany shoul" follo*I Mention your opinion. .................................................................................................... 89. Sometomes the steel 'ompanies en'oura!e to $isit the 'ompany to see the pro"u'tion pro'ess an" also allo* the pro"u't testin!. =o* you appre'iate itI ............................................................................................................ 8D. ,fter testin! if you fin" the best +uality of a 'ompany than your preferre" 'ompany ,then *ill you shift to that 'ompanyI a1 Res b1 4o '1 May be #f no,*hy ............................................................................ 87. Does the 'ompany re'all you after selllin! the pro"u'tI a1 Sometimes b1 4e$er 8E. )hat in" of a""itional ser$i'es or fa'ilities you *ant more from a steel 'ompoanyI ....................................................................................................... 8:. )hat type of payment mo"e you li e most I a1 Payment *ithin 're"it perio" b1 Payment after 're"it perio" )hyI .......................................................... 90. )hat type of 're"it fa'ility you *ant more an" *hyI ................................................................................................... 91. =o* *oul" you rate the ser$i'e of steel 'ompaniesI
-er poor BSRM ?SRM RSRM A?S 8P6 BSIL Poor 7air 8ood &'cellent

92. 5rom *hi'h point of $ie* you *oul" li e to "es'ribe your mental satisfa'tion after

pur'hasin! the pro"u'tI a1 Fuality b1 Pri'e "1 Bran" ima!e e1 Trust 93. )hat is the per'enta!e of your mental satisfa'tionI ..............................................

'1 ,fter sales ser$i'e f1 ?thers 0........................1

+"0&C DO/

Photo 8alar of RSRM

&ibliography
Primar data+
Inter(iew with> Niaul =o+ue,,ssistant Mana!er 0sales1,BS-M Mr.M". Mon&ur ,lam,Mar etin! <6e'uti$e,@P= -asel Munir %ho*"hury,Di$isional Mana!er,-S-M Aoinal ,be"in,Sales <6e'uti$e, -S-M M".Aahan!ir ,lam Talu "ar,,sst.Mana!er,Pur'hase,BT# 0 Buil"in! Te'hnolo!y ; #"eas /imite" 1 <n!r. -um ee %ho*"huri , ,sst.Mana!er,Pro' ; F% , %PD/ M". Moinul #slam , %S%M, Deputy Mana!er,Supply 'hain Mana!ement ,5inlay Properies /imite". ,bul Lalam ,Ba" , ,sst. Mana!er 0Mar etin!1, Three Star Properties /imite", <n!r. M". ,bu Ru"uf, ,sst.Mana!er 0%onstru'tion1, ,llione =ol"in!s 0PCT1 /t". Sho*men Paul Aitu, Deputy Mana!er, Pro&e'ts Mana!ement,,4N Properties. M". Sera& =ossain, Sr.<6e'uti$e 0Pro'urement1 , -5 Buil"ers /imite". ,rafat ,hme",,sst.Pro&e't <n!ineer,%i$il ; %onstru'tion, -5 Buil"ers /imite" M". Shahi"ul #slam,<n!r.,Sr. Pur'hase ?ffi'er, -ahat Properties ; "e$eloper %ompany /imite".

<n!r M". ,*al ,li,%hairman,Pra'hir Proeprties /t". ,rif U""in ,hme" %ho*"hury, Mana!in! Dire'tor, M,-S De$elopers /imite". LaBi Niaul #slam,Mana!er Sales ; Mar etin! , Naman Property De$elopment /t". M". Mohi U""in, Pro'urement <6e'uti$e, Aumairah =ol"in!s /t". Bhanu Bi ash Dhar , <state ?ffi'er , ,#-B<// De$elopment Te'hnolo!ies /t"

Secondar 1ata+ ,nnual -eports of -S-M, ,nnual -eports of @P=, Bro'hure of @P= Bro'hure of -S-M Ban!la"esh -eal State Dire'tory

Books+ Mar etin! mana!ementM Philip Lotler %ompetiti$e Strate!yMMi'heal <.Porter

:ebsite+ ***.bsrm.'om ***.rsrm.b".'om ***.businessene*s.'om ***.imanet.or! ***.!oo!le.'om

Internship Report on !ompetiti(e Ad(antage of RSRM

Submitted to+
Mr.Salamat Ullah Bhuiyan Professor, Department of Mar etin! Stu"ies an" #nternational Mar etin!

Uni$ersity of %hitta!on!

Submitted b +
Mohsina , hter <6am roll( 0730809: MB, Session( 2010.11 Department of Mar etin! Stu"ies an" #nternational Mar etin! Uni$ersity of %hitta!on! Date of Submission( The 7th September