KDS Group Interny

"Marketing Mix Analysis of steel Companies:
A study on KY Steel Mills Ltd."
(The OCP Report has been prepared for the Partial Fulfillment of the Degree
of Master of Business Administration with a Major in Finance & Banking).
Department of Business Administration

Faculty of Business Studies
International Islamic University Chittagong
"Marketing Mix Analysis of steel Companies in
Chittagong: A study on KY Steel Mills Ltd."
(The OCP Report has been prepared for the Partial Fulfillment of the Degree
of Master of Business Administration with a Major in Finance & Banking).
S. M. Yousuf Chowdhury MBA (Finance & Banking), M062003, IIUC

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Date: 26th May, 1998
The Honorable Dean

Faculty of Business Studies
International Islamic University Chittagong
Subject: Submission of the OCP Report.
Dear Sir,
I am writing this report regarding the topic "Marketing mix analysis of steel
companies in Chittagong: A study on KY Steel Mills Ltd." I started my OCP
program 1st February and completed on 31st March of 2008.I feel great
pleasure to the OCP report on KY Steel Mills Ltd. I think the OCP program is
very useful, informative and realistic method to gather practical experience
about a company's activities. For the assigned job I have worked in two
phases. In first step I have collected primary data from market place; where I
have used a questionnaire to collect information through face-to-face
interview with wholesalers and retailers. In second step I have collected
secondary data from the company personnel, annual report, general report
and magazine. After collecting necessary information I have tabulated and
analyzed that information. Finally this report has been made.
I therefore, pray and hope that you would be kind enough to accept my report
and oblige thereby.
Sincerely your’s,
______________________

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ACKNOWLEDGEMENT
At the very beginning of this OCP report, I would like to thank Allah the
almighty, without his help my effort would not come in to shape.
I would like to thank and offer my gratitude to Mr. Rizwan Hassan, Asstt.
Professor, International Islamic University Chittagong for supervising me
throughout my OCP program and providing various guidelines for preparing
this report.
I would like to extend my heart felt thanks to the contributors of generous help
I have received from many sources of KDS Group - Steel Division., I like to
express my tributes and gratitude to Mr. Munir Hussain, Honorable Executive
Director of KY Steel Mills Ltd. for encouraging me to complete the OCP
program .
In this report I also want to acknowledge the guidance of Mr. Arfanul Islam
Khan, Executive (Marketing & Sales), Mr. Nasrullah Karim Chowdhury,
Coordinator (Marketing & Sales), Mr. M. A. Chowdhury, General Manager
(Marketing & Sales).
I will also never forget the contribution of all managers and staffs of KY Steel
Mills Ltd. who have spared their valuable time to me. I would like to thank
them and other personnel who helped me.
Thanking All
______________________
S. M. Yousuf Chowdhury
Matric no- M062003
MBA (Finance & Banking)
Autumn-2008

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EXECUTIVE SUMMERY
The report deals with an important topic described "Marketing mix analysis
of steel companies in Chittagong: A study on KY Steel Mills Ltd." The
principal objective of the report is to analyze the marketing mix of different
steel (C.I. Sheet) companies in Chittagong and also evaluate the overall
performance KY Steel Mills Ltd. On the basis of OCP program, I have
prepared this report. This practical knowledge has been brought under five
major sections. The very short first section contains introduction, objective of
the study, methodology of the study, scope of the study, and limitations of the
study.
Interview of total 100 dealers, sub dealers, retailers and company officials was
taken to accomplish the study. But both primary and secondary data has been
used to write report properly. I have tried my best to depend on the source of
data that is more reliable and rational. All the information and data included in
the report were updated and from a reliable source and so little assumption
was made which helps make this report further praiseworthy and reliable in
order to use it by anybody for any research. On the top of that the interview
was fair and I have tried my best to hold all the interviews with important
clients of KY Steel Mills Ltd. so that the information is more relevant.
After analyzing all the secondary and primary data I came in to solution that
there are huge competitor in the steel market. Three companies are
competing with the KY steel they are:
• ABUL KHAIR STEEL

• P.H.P
• S. ALAM

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In the study it was found that only for it’s excellent G.L product the company has
achieve brand loyalty of the dealers and customers. The other reasons for the
success of KY steel market are product level branding and corporate branding,
complain handling procedure of final consumers, flexible price receiving system,
follow both 0 level and 1 level channel of distribution system, 25 territory marketing
and sales executives, rate facility, credit facility, brand image of the company,
developed promotional policy, preferable gift items for the channel members, a group
of skilled manpower and so on.
It is also found that all the dealers, retailers, and customers of KY steel mills Ltd. Is
not totally satisfied. They desire more affordable and reasonable pricing policy than
the present one. From the study it has been revealed that the factor influences the
customers of KY steel mills Ltd. Most is the syndicated price of its products. If the can
be reduced more, the market of KY steel mills Ltd. will expand further.
A number of suggestions are given for the betterment of KY steel mills Ltd. at the end
of this report. There has been also some important information about the competitors
presented as well. Although it is not the market leader, it is hoped that if the proposed
recommendation are followed, surely the company will be benefited.

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TABLE OF CONTENTS
CHAPTER-1: INTRODUCTION
1.1 Introduction
1.2 Objective of the Study
1.3 Methodology of the Study
1.4 Scope of the Study
1.5 Limitation of the Study
CHAPTER-2: COMPANY PROFILE
2.1 History of KDS Group
2.2 Success of KDS Group
2.3 Company Profile
2.4 Company Address
2.5 Company Mission
2.6 Financial Performance
2.7 Organization Structure
2.8 Department of KY Steel
2.9 SWOT Analysis
2.10 Product Outline
CHAPTER-3: FINDINGS AND ANALYSIS
3.1 Product
3.2 Price
3.3 Distribution
3.4 Promotion
3.5 Findings
CHAPTER-4: RECOMMENDATION & CONCLUSION
4.1 Recommendation & conclusion
4.2 Reference
4.3 Appendix

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CHAPTER-ONE
INTRODUCTION

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1.1 Introduction
Marketing research is very important to find out the real position and share of the
company. Marketers always conduct research to know the customer reaction. A good
market position of a company is mainly depends on good marketing system of a
company. A company always engages in research to know the customer argument,
customer perception and satisfaction. Company can come to know about the
weakness and threat and also the strength and opportunities though market analysis.
A company can conduct marketing research in its own research department or
outsider, depending on its own research skills and resources, may do all of it.
Although most large companies have their own marketing research department, they
often use outside firms to do special research tasks of special studies. A company
which is not using third party for market research analysis engages in a wide variety
of activities, ranging from market potential and market share studies to assessments
of customer satisfaction and purchase behavior by analyzing the marketing mix-
pricing, product, distribution and promotion activities. Organizational consulting
project (OCP) program (MBA) of International Islamic University Chittagong is
mandatory for post graduation for the MBA students. For this, a student of
Department of Business administration at IIUC, after completion of sixty credit hours
of theoretical courses has to go for further three credit hours practical course related
to their relevant field. The OCP program of International Islamic University
Chittagong reveals one of the goals of the University itself to produce postgraduate of
international standard within the local environment.
The basic purpose of this experience is to expose the students to the real business
situation and make him accustomed to the practices of modern business world. This
exposure is very rewarding for one-self to see how things move and to find the gap
ape as well as the similarities between theoretical knowledge and practical
operations.

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This report is a partial requirement of the OCP program conducted in the KY Steel
Mills Ltd. a concern of KDS Group of Industries on the topic "Marketing mix
analysis of steel companies in Chittagong: A study on KY Steel Mills Ltd."
1.2 Objective of the Study

The Main objective of the study is to analyze the marketing activities of KY steel
mills. The specific objectives are given below:
• To analyze the product market position of KY's steel products.

• To identify the effectiveness or trade promotional tools.
• To evaluate the existing channel of distribution of KY steel products.
• To know the pricing system of the company.
• To put forward some recommendation for strengthening the marketing
activities of the company.

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1.3 Research Methodology
To obtain necessary data and information market survey will be conducted only on
Chittagong City. During the study regarding the topic "Marketing mix analysis of
steel companies in Chittagong: A study on KY Steel Mills Ltd." I conducted a
research based on secondary information and primary data. Secondary data consist
of information that already exists somewhere having been collected for another
purpose. I studied the different journals, books, and technical manual, product list of
the company. For graphical data presentation Microsoft Excel has been used.
Primary Data
Primary data consists of information collected for the specific purpose at hand. To
gathering the primary data I used questionnaire. Through this questionnaire I
conducted with the dealers, sub dealers and retailers.
Data Collection
There are many sources by which data such as competitors' information, consumer
information, market condition, market size, promotional data, and company
information is collected. Most of the data was available to the company, while
questionnaire was to be developed to make the survey to have some particular
information. However, the table 1.1 below shows an overview of collecting data.

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Table 1.1: Type of sources of information
Sl. No. Types of Information Source
1. Competitors' information • Survey
(Facility, commission, gift, incentive) • Company personnel
Market condition • Survey
2. Market size • Historical data
• Survey
3. Promotional data • Survey
• Company personnel
4. Company information • Historical data
(Company analysis, activities, • Company personnel
distribution, sales force etc.) • Annual Report
Research Description
Type of research:
After the problem has been defined carefully the manager and researcher must set
research objectives. Research might have one of three types of objectives. The
objectives of exploratory research is to gather preliminary information that will help to
define the problem and suggest hypothesis Descriptive research is to describe
marketing problems, situation and position or markets such as the market potential
for a product, price, distribution and promotion or the demographics and attitudes of
consumers. Causal research is to test hypothesis about cause and effect
relationships. As our objective is to find out the marketing mix analysis and situation
and position of the company, our proposed research is Descriptive research.
Sample Design:
Sample: A segment of the population selected for research.

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Population:
In our research populations are all of the dealers, sub dealers, and retailers. It is not
possible to conduct with all of the dealers, sub dealers, and retailers. I selected 20
dealers, 30-sub dealers and 50 retailers as a sample. Designing the sample requires
three decisions First who is to be surveyed (what sampling unit) the researcher must
determine what information needed and who is most likely to have it.
Sampling Unit:
Our sampling units are the 20 dealers, 30 sub dealers and 50 retailers because the
information needed to identify the market position belongs to those 100 people so
they are our proposed sampling unit. Sample Size:
How many people should be surveyed. In our study sample size is 100, i.e. we
surveyed two markets in Chittagong at Asadgonj and colonel hat. From both the
market we take 50 samples are surveyed.
Sampling Method:
There are two type of sampling procedure (1) Probability sampling (2) Non probability
sampling But the probability sampling costs too high and takes too much time. In the
research there always take non-probability sampling even though their sampling error
cannot be measured. Under non-probability sampling there are four kinds of
methods.
 Convenience sampling
 Judgment sampling
 Quota sampling
 Snow-ball sampling
I used non-probability sampling method because I selected a prescribed number of

people in each of several categories from which to obtain information who are good
prospect for accurate information.

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Survey Method:
It indicates a structured questionnaire given to respondents and designed to elicit
specific information. There are four types of survey method given below:
1. Telephone interviewing.
2. Personal interviewing,
3. Mail interviewing.
4. Electronic interviewing.
To conduct my survey I used personal interviewing method. Under this method I take
personal in-home interviews. Because I took face-to-face interview with the
population in their shop.
In collecting primary data researchers have a choice of two main research
instruments.
 Questionnaire
 Mechanical device
As questionnaires are very flexible there are many ways to ask questions.
I have used questionnaire in collecting primary data.
Questionnaire Design
In preparing a questionnaire the marketing researcher must first decide what
questions to ask. Questionnaires frequently leave alit question that should be
answered and include questions that cannot be answered, will not be answered or
need not be answered.
The form of each question can influence the response. Researchers distinguish
between unstructured- questions and structured questions. In structured question
respondents can response in their own words but in unstructured question
respondents can't response in their own; words. Moreover a questionnaire may be an
open-end questions or close-end questions or close-end question or mixed end
questions.

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The structure of the questionnaire may even have multiple questions or dichotomous
question and the order of question should be consistent.
I have designed the questionnaire including all open-end questions and

dichotomous questions.
Data Analysis and Interpretation

All categories of respondent's dealers, sub dealers and retailers indicated a rank
ordering of brand preference (product level branding), brand preference (corporate
branding) based on overall performances of steel industries. In case of product level
branding 38% of the dealer, sub dealer, and retailer first preference is cow. Almost
27% second preference is Arabian horse. Hen and Cock are in the third and forth
position consequently. In case of corporate branding almost 36% of the dealer, sub
dealer and retailer first preference is Abul Khair Steel (AKS). 28% second preference
is PHP, almost 21% prefer KY Steel Mills Ltd. and around 15% prefer S. Alam. After
summarizing the rank ordering is obtained with the following calculation AKS total
score is 37 and KY total score is 21.
The result shows the following rank ordering the position of the company is as
follows:
Table 1.2: Company Rank Order

Name of the company Rank
Abul Khair Steel (Cow) 1
PHP (Arabian Horse) 2
KY (Hen) 3
S. Alam (Cock) 4

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1.4 Scope
During my OCP program I was assigned with the topic "Marketing mix analysis
of steel companies in Chittagong: A study on KY Steel Mills Ltd."I So I
worked to find out the market position of KY Steel mills Ltd in the total Steel market of
Chittagong. In the two months duration of my OCP program I worked only in
Chittagong metropolitan area with the issue of Steel market. Basically in Chittagong
there are two Steel markets named Asadgonj market and Colonel Hat market. We
have surveyed both the markets. For my working purpose I studied several journal,
books and report. It is not possible to work in the whole Bangladesh. Within these
two months I studied about the total steel market of Chittagong from different
publications. Besides this for colleting data purpose I have observed the following
departments in KY steel:
• Accounts and finance department.

• Sales and marketing department.
• Commercial department.
• Human resource department.
• IT department
• Production department.

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1.5 Limitation of the Study
Limitation acts as barriers to do something. Like all other researchers I have also
faced some limitations. But I have tried to the extreme level to collect the maximum
information from different sources & from the Steel Division office but this report is
not free from short faults. While I preparing this report I faced some problems. These
are as follows:
• The annual report of the KY was not provided much information that I need.
• Time is another constraint In a short period of time of few months it is very
difficult to prepare a research report.
• My personal limitation also contributes greatly in making the study less
perfect then desired.
• Most of the employees are loyal about their company for that they do not try
to disclose the data, which create bad impact about the company.
• It was really hard to manage every dealers and retailers to get answer to the
questions included in the questionnaire.
• The area was specified as well. The survey was conducted only based on
Chittagong city. As a result, this did not represent the overall situation I
throughout the country.

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CHAPTER-TWO
A BRIEF HISTORY OF KDS GROUP

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2.1 A Brief History of KDS Group
This group is a well-known one in Bangladesh with major business in export

of garments to all parts of the world. It is true of success for the Group
established in 1983, with long-term vision, dedication and determination the
Group has established itself successfully within a very short period of time
and its present yearly turnover is about 2200 Core Taka. It employs more than
13,000 people in its various establishments. KDS implies Khalil, Dilruba and
Salim.
The iron and steel sector are vital in the economic and industrial development
of any country. With a view of these requirements, KY has introduced
themselves in the steel sector in Bangladesh. K and Y imply Khalil and Yasin.
The KDS group came in the industrial sector of Bangladesh to establish their
philosophy. They believe that their name is their mission; their slogan for the
future, a vivid realization, a goal and a commitment, to people, to country, this
is the promise.
Galvanized plain sheets and corrugated iron sheets (GP/CI) are value added
steel products, which are sturdy, lightweight, bright and corrosion resistant.
KY produces this product from their own raw materials that is CR coil under
their own factories and doing this purpose KY imports the HR coil mainly from
Japan, Korea and India etc. KY also sells this CR coil inside the country which
companies produce CI sheets. But in this report I want to give emphasis on CI
sheets, which is a corrugated iron sheet and it has a major application in
domestic and industrial roofing and negligible uses in rolling shutters. There
are several kinds of CI sheet companies in Bangladesh and KY steel mills ltd.
is one of them. It's completely an individual private Ltd. Company.
Al Hajj Khalilur Rahman as the chairman & managing director of KDS group
are always very pleased to employee who brings the organization to a strong
position. He has tested all roads and stayed ahead of the competition time
and time again. This has been possible by continuous capital investments in
the various sectors where the organization is involved. This not only proves

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how determined and focused the group in achieving the goals for the future
but also depicts how it intends to play an important role in the socio-economic
development of Bangladesh.
Getting to be the one of the largest & most diversified business group in
Bangladesh was a long & hard road to tread. KDS is still continuing on the
journey of growth, diversity & achievement. The growth has been one of the
most significant in each area of operation. This was made possible by the
strong drive of the management & continuous dedicated hard work of the rest
of its team. KDS employees are more than 13,000 people in all its operation.
This has been recognized as one of the largest employments & there by
making it's contribution in the socioeconomic structure of the country.
2.2. Success of KDS Group
The potential of the readymade Garments manufacturing industry was first

brought to light in the late 70s. The country being in its primary stage, having
independence for only a few years was in a rather vulnerable situation as far
as international trade was concerned.
Thus, it was mainly with the perseverance of the few entrepreneurs, who
visualized the future of Garments industry; the path of the industry was laid in
Bangladesh. One of those visionaries was Mr. Khalilur Rahman the founder of
the KDS Group.
Recognizing that the basics that the industry required was available in
Bangladesh, Mr. Rahman set up one of the first garment manufacturing units
in Bangladesh, KDS garments industry Ltd. on sep. 11, 1983. 300 men and
women on one single floor worked eagerly to build a future together.

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Since then, KDS never stopped growing. Numerous struggles and hurdles
had to be toppled before the company started to take shape to its present size
and structure.
KDS set up its first accessories plant in a location just 5 minutes away from
the mother plant. Following that a series of accessories manufacturing units
were set up in the same location to support the mother industry, and soon it
formed an independent operational division, the KDS accessories division.
Apart from the accessories, KDS establish its own washing, Quilting and E
embroidery plants to meet its growing needs of the international market.
Export of readymade garments is mainly to the USA. But KDS identified
different markets around the world.
The KDS Textiles Mills was its latest ambition related to the mother industry,
which is gradually turning into a reality as it is now due to go into production
early 1999.
In 1985 KDS explored a completely different field. The steel industry, KIY
Steel Mills Ltd was an established producing Galvanized CI sheet mainly
consumed locally. With the immediate results of KIY, the Plant Was Expanded
To doubles Its Original Size By 1995.
With a steady growth, KDS has also made major investments in several
Financial Institutions (Bank) as well as insurance companies and even in
stocks and securities in the country and has acquired Directorship in each.
It remains to be the pride of KDS that it grew to be one of the largest groups
of industries in the country within only a decade.
Today, after 25 years of KDS, the group has a total turnover of over US $ 480
million. The entire Group has now around 13000 people in its different
division.

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This sincere effort has been duly recognized and KDS thus been the proud
recipient of many International awards and the National Export trophy each
year since 1985.KDS, always looking forward to changes as opportunities.
The group has got four major divisions with a number of group companies
within each division as mentioned below. Besides, company has got liaison
offices in abroad also.
Box 2.1
Garments Accessories Information Steel Division
Division Division Technology
Division
• KDS Garments • KDS Poly • KDS • KIY Steel
Industries Ltd. Industries Ltd. Information Industries Ltd.
• Five Star • KDS Plastic Technologies • KY Steel Mills
Corporation Industries Ltd. Ltd. Ltd.
• Shaindir • KDS Printing • KY CR Coil
Garments Industries Ltd. Industries Ltd.
• HN Garments • KDS Packaging
Ltd.
Industries Ltd.
• Moon Apparels
• KDS Label
• KHS Enterprise
Printing
• KS Apparels
Industries Ltd.
• KDS Quilting
• KDS Cotton
• Star Apparels
Poly Thread
• Modern
Industries Ltd.
Apparels,
• KDS Offset
• KDS Washing
Printing
Plant
Industries Ltd.
• KDS Textiles
Mills Ltd. • KDS Screen
• KDS Embroidery Printing
Plant Industries Ltd.
• KDS Knitting &
Dying Ind. Ltd.
• KDS Screen
Printing Ind. Ltd.
The Garment and Accessories divisions have integrated vertically all the
activities starting from textile fabrication to printing of labels and the group is
totally independent in manufacturing and exporting garments to abroad.
Venture in steel business is relatively new for this group but it has already

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become a player to recon with. In 2001 the Steel division has completed a
massive green field project for Cold Roll Steel Production with installed
capacity of 1,50,000 Metric Ton of CR Sheet using German technology, which
is the first of such kind in Asia.
2.3 Company Profile
KY Steel Mills Limited
The Company being a member of Steel Division was established in the year
1992 with its factory at Kumira on the Chittagong-Dhaka highway about 30
Km from Chittagong City. The company is manufacturing corrugated
galvanized sheets from Cold Rolled (CR) Steel Sheets of varying thick
nesses. Presently the company has got four manuals and one automatic
galvanizing line with a total production capacity of about 6000 MT of
galvanized sheets of various sizes per month.
Bangladesh doesn't have any steel manufacturing plant and accordingly

importing processed raw materials for manufacturing steel based products.
CR is one of such raw materials Bangladesh used to import. Recently the
country got few cold rolled plants, which use imported Hot Rolled (HR) sheet
as the raw material. The Cold Rolled plant (KYCR Coil Industries Ltd.) of the
group now supply the raw material for KY Steel and thereby completed one of
the major integration in the steel based production.
Corrugated galvanized sheets are being widely used in Bangladesh as roofing

materials and also for making the sidewalls of the huts. Present annual sales
of the company are approximately 60,000 Metric Ton of corrugated sheet.
Company has got its office in Chittagong city and also got liaison office at
Dhaka. Sales are generally done through major dealers. Total number of
permanent employees at the factory is about 160 where as in the office the
number is about 60.

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KIY Steel Industries Limited
The Company being a member of Steel Division was established in the year
1989, 8th November with its factory at Kumira on the Chittagong-Dhaka
highway about 30 Km from Chittagong city. The company is manufacturing
corrugated galvanized sheets from Cold Rolled (CR) Steel Sheets of varying
thick nesses. Presently the company has got two manuals and one automatic
galvanizing line with a total production capacity of about 2,000 MT of
galvanized sheets of various sizes per month.
Bangladesh doesn't have any steel manufacturing plant and accordingly

importing processed raw materials for manufacturing steel based products.
CR is one of such raw materials Bangladesh used to import. Recently the
country got few cold rolled plants, which use imported Hot Rolled sheet as the
raw material. The Cold Rolled plant (KYCR Coil Industries Ltd.) of the group
now supply the raw material for KY Steel and thereby completed one of the
major integration in the steel based production.
Corrugated galvanized sheets are being widely used in Bangladesh as roofing

materials and also for making the sidewalls of the huts. Present annual sales
of the company are approximately 60,000 Metric Ton of corrugated sheet.
Company has got its office in Chittagong city and also got liaison office at
Dhaka. Sales are generally done through major dealers. Total number of
permanent employees at the factory is about 100 permanent & 40 casual
workers, whereas in the office the number is about 30.

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Box 2.2
Established Year 1989
Size of Facility 2,80,8000 sq ft.
Markets Served 15 % of the total market share of Bangladesh
Major Customers Domestic sale through company's authorized agents
Average annual sales $ 40,000,000
Capital investment $ 6,000,000
Material used Cold Rolling Coil (JISG3141)
Number of employee 259
Shift worked 3 Shift
Machines 5 Galvanizing Lines
Quality 212 to 222, J/S G3302

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2.4Company Address
Box 2.3
Head office
255 Nasirabad l/A, Chittagong 4211, Bangladesh

Tel: 88031681240-4, 031-2580291-2
Fax: 88031682836
Tel: 031-2580341-5
88031681398
E-mail: kysteel@kdsgroup.net
Box 2.4
Dhaka office
House # 99, Road # 4, Block # B, Banani,

Dhaka, Bangladesh.
Tel: 88029880894
88028821722
Fax:88028825218
E-mail: info@kds.dominox.com
Box 2.5
Hong Kong Office
Unit B 7/F, Hoing Kui Mansion,

311 Nathan Road, Jordon, Kowloon, Hong Kong.
Tel: 85223691393, 85223691254.
Fax: 85223110314
E-mail: info@kdsgroup.net.
Box 2.6
Registered Office
1, Haji Amir Ali Chowdhury Road

Khatungonj, Chittagong, Bangladesh
Tel: 88031610279, 88031633854 and 88031610661
Fax: 88031610753
E-mail: kysteel@abnetbd.com

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2.5 Company Mission
The mission of the company is to be the best company in our industry and it is
our policy to deliver Total Quality goods and services to all customers. We will
accomplish this by means of the following actions:
 Strive to satisfy and to exceed customers' expectations and to be

accurate and on time with all deliverables.
 Focus on continuous improvement in all quality related activities and

seek to prevent errors and eliminate the foot cause of problem.
 Educate, train and quality our employees so that they can perform their
tasks in accordance with the established quality standards and
contribute to improvement efforts.
 Develop and maintain mutually beneficial relationship with suppliers to

assure a stable supply of quality materials and services.
 Maintain competitive prices & superior financial performance by

eliminating waste wherever it occurs.

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2.6 Financial Performance
KY Steel Mills Ltd. is one of the prominent CI sheets marketing companies in

Bangladesh. Its main task is to market steel product throughout the country.
Since KY itself is a marketing company, the overall activities and operations of
it are obviously marketing oriented. Marketing is the nucleus of KY's whole
operating system on the basis of which the whole organization has been
designed, operating and existing. So, marketing has some real direct impact
on different activities of KY steel. Very logically marketing has a significant
impact on its financial activities tricks for the duration of the years has located
very affirmative impact on the company's financial regulation and
development.
Table: 2.1: As per audited balance sheet for bank 2006

Sales Net Profit Net worth
KIY Steel 921,284,152 48,207,574 1,077,277,086
Industries Ltd.
KY Steel Mills 1,206,295,284 54,471,299 928,806,494
Ltd.
Source: Company's Accounts Department
Table: 2.2: As per audited balance sheet for bank 2007

Sales Net Profit Net worth
KIY Steel 914,348,359 31,169,227 1,108,446315
Industries Ltd.
KY Steel Mills 1,507,142,093 48,784,344 977,590,838
Ltd.

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Table: 2.3: Three years financial data
Particulars July-2007 July-2006 July-2005

Paid Up Capital 1,450,000 1,450,000 1,450,000
Reserve and Surplus 3,1900,000 18,850,000 7,975,000
Capital Employed 334,578,650 322,578,000 305,078,450
Turnover 1,289,576,000 1,208,334,300 302,192,000
Gross Margin 159,875,600 147,865,450 30,145,600
Profit Before Tax 13,050,000 10,875,000 7,975,000
Profit After Tax 12,658,500 10,548,750 7,735,750
Basic Earning Per 900 750 550
Share (Taka)
Man Power (Nos.) 220 184 144
Officer 60 38 22
Staff and Workers 160 146 122

- 28 -
2.7 Organization Structure
Figure 2.2: The Organ Gram of KY Steel Mills Limited
Chairman
KDS Group Director M.D KDS Steel Director
E.D.
HR &
Finance & Administr Quality Sales & Sales I.T.
Commercial
Accounts ative control Marketing Department Depart
Department
Department Departme Department Department (Tender & ment
nt Wastages)
Managers Managers Managers Managers

Managers
Officers Officers Q.C Officers

Officers Officers
Managers
Stuffs Stuffs Q.C. Stuffs

Stuffs Stuffs
Officers
Stuffs G.M (Factory)
Production Dept. Engineering dept.
Managers Chief Engineer
Officers Officers
Stuffs Stuffs

- 29 -
2.8 Departments of KY Steel
KY steel mills Ltd. has divided its total organization into various departments
and dressed them with positions as required for smooth functioning and
achieving the target of the organization. KY steel has different departments-
Finance and Accounts Departments, Commercial Department, HR &
Administrative Department, Quality Control Department, Sales and Marketing
Department and sales Department (Tender & Wastage), IT Department
having a head. This has been clearly mentioned above.
Chairman of KDS group is the all in all in KY steel division. Worth mentionable
decisions are taken by him. KDS group director, KDS steel director, Managing
director; Executive director is the part and parcel of KY steel. So, they take
minor decisions. Each and every department has separate head or manager.
Managers operate their departments with the help of officers and staffs. So,
the responsibility of officers and staffs goes to the head of the department.
Similarly the responsibility of head of the department goes to the company
director as well as to the chairman.

- 30 -
2.9 SWOT Analysis of KY Steel Mills
Table 2.4
Strength Weakness
Durability of GL sheet. Distribution
Smooth waves Price is slightly more than competitors.
A company of high quality products. Low brand visibility.
Largest steel industry in Bangladesh. Low quality of CGL sheet.
European standard quality. Provides D/O lately.
One of the oldest brands in the market.
Opportunity Threat
High cost of concreter materials. • High visibility of major brands in terms
• Others competitor's products are not up of communication.
to the mark. • Competitors well developed
Still rural and undeveloped area. distribution system
• Company can set up dealers and New competitors

sub dealers in different territory through • Poor and rural people are CI sheet
out the country. consumers. So, price is going to be far
Transport facility. beyond from their ability.
• Company can give rate facility and

credit facility like other competitors.
• Providing new product advance NOF
(non oxidizing furnace)

- 31 -
2.10 Product Outline
The product of KY Steel is Corrugated Galvanized (CG) Sheet of various

thickness, length and width. The primary raw material for production is cold
rolled sheet and zinc to provide anticorrosive coating on that sheet. The Cold
rolled sheet (later referred as CR sheet) is the product of Cold Rolling mill. As
mentioned earlier there was no such CR mill earlier in the country and all the
CG sheet manufacturers used to import CR sheet as raw material. Recently
few indigenous sources are available for the CR sheet. CR sheets are
produced from Hot rolled sheets which is the output of full-fledged steel plant.
Till date no such plant is available in the country and everyone manufacturing
CR sheet by importing the HR sheet from foreign countries like Japan,
Thailand, and India. Following flowchart shall explain the path of formation of
CG sheet starting from the iron ore.
Figure 2.1: Flow Chart of KY Factory Activities
Iron ore/ Steel Hot Rolled

Hot Rolling
limestone etc. Manufacturing Sheets
Plant
Plant
Cold Rolled Cold Rolling

Sheets Plant
Corrugated
Galvanized Galvanization Zinc for
Sheet Plant galvanization
Before going into the specific detail of company's product, some discussions
may be relevant about the technology of steel manufacturing for better
understanding of the sales team. The manufacturing process starts from the
raw materials, which are mainly iron ore lumps and fluxes such as limestone,

- 32 -
dolomite etc. Few technological options are available for conversion of iron
ore into steel products. A schematic diagram has been developed to explain
those processes; arrows represent the links between them.
General Idea about Product
As already mentioned corrugated galvanized sheet is fabricated from the Cold

rolled steel sheet of varying thick nesses. Now for discussions, specifically on
the product, let us go back to the HR sheets, which is the raw material for CR
Plant. Some of the specifications of the HR Coil, being imported by the CR
Plant are as follows.
i) 1.6 mm x 777 mm
ii) 1.8 mm x 840 mm
iii) 2.0 mm x 915 mm
Let us explain the above specifications. Apart from quality of steel (which is
out the scope of this manual) dimensions are included in that. Being rolled
sheet, only two dimensions are required for identification namely thickness
and width. The specification in sl. no. (I) means that the thickness of the sheet
is 1.6 mm and width is 777 mm. These two are very important with respect to
the specification of the final product.
In the Cold rolling plant the HR Coils are rolled in the room temperature to
reduce the thickness. The degree of reduction depends on the number of
passes, i.e. the number of times the sheet is rolled. For example the 1.8 mm
HR sheet may be converted into CR sheet of following thickness in mm.
0.156 0.160 0.170 0.176 0.180 0.186 0.190 0.196 0.200 0.210
If the width of the sheet is 0.20 mm or 0 16 mm then reduction of thickness

may take place as follows. For 0.16 mm thick sheet
0.120 0.125 0.130 0.140 0.150

- 33 -
For 0.20 mm thick sheet
0.220 0.230 0.240 0.250 0.260 0.270 0.280 0.290 0.300 0.310
0.320 0.330 0.340 0.350 0.360 0.370 0.380 0.390 0.400
Now what would be the width of the sheet? There is no scope of change of
the original width i.e. 840 mm in this case and the original width of HR coil
would be carried throughout the entire transformation. So it is clear that width
of the galvanized sheet would be identical as that of the HR coil. Once
galvanization process is complete then the sheet is passed through the
corrugation machine and then some proportion as reduces effective width of
the coil explained below.
The reduction of width will depend of the depth of corrugation, but we can
assume a reduction of 12-15% of the original width. The depth of corrugation
is varied as per the requirements of the final width. However it may be
mentioned that for effectiveness, a minimum corrugation is required beyond
which the sheet will not serve its purpose of protection.
The range of thickness for the CR sheet starts from as low as about 0.11 mm
and ends at 0.4 mm depending on the thickness of original HR sheet used.
The lower thickness variety is generally used for sidewalls, boundaries etc.
whereas comparatively thicker materials are used for construction of roof.
Sheets are available in five lengths between 6 ft and 10 ft, with increment of 1
foot. Width of the sheet also varies from 27 inch to 32 inch as explained
above. Generally the width increases with the thickness as we can see that
1.6 mm HR has got a width of 777 mm whereas width of 2.0 mm HR sheet is
915 mm.

- 34 -
CHAPTER-THREE
FINDINGS & ANALYSIS

- 35 -
There are four elements of marketing mix. These are product, price, place,
and promotion.
3.1 Product:
Product Type Preferences:
Product means anything that can be offered to a market for attention,

acquisition, use, or consumption that might satisfy a want or need. There are
basically two types of products in the market. These are Galvanizing Line
(GL) and Continuous Galvanizing Line (CGL). In the study it is found that
almost twenty percent respondents prefer to sell only GL ten percent is
interested to CGL.Though, around seventy percent of respondents are
interested to sell both GL and CGL. The finding is given in the following table:
Table 3.1: Product Type Preferences

Types of Product Response in no. % Of Shop Sales
G.L. 20 20%
C.G.L 10 10%
BOTH 70 70%
Total 100 100%
Figure-3.1: Product Type Preferences
Product Type Preferences
G.L.
20%
G.L.
C.G.L C.G.L
10% BOTH
BOTH
70%
The above findings can be explained by the product quality analysis, where it
is said that the zinc level in GL is higher than CGL.

- 36 -
Product size Preferences:
There are basically seven sizes (width) of products in the market. These are
26", 27", 28", 29", 30", 31", and 32". In the study it is found that almost twenty
percent respondents prefer to sell 30" where only seven percent respondent is
interested to sell 31". From the study it is also found that nineteen percent and
fifteen percent respondents prefer to sell 28" and 27" respectively. Only
sixteen percent, fourteen percent and nine percent respondents are interested
to sell 26", 29" and 32" respectively. The finding is given in the following table:
Table 3.2: Product size Preferences

Width (inches) Response in no. % Demanded in the
Market
26" 16 16%
27" 15 15%
28" 19 19%
29" 14 14%
30" 20 20%
31" 7 7%
32" 9 9%
Total 100 100%
Figure 3.2: Product size preferences
Width demanded in the market

32"
26"
31" 9%
16%
7% 26"
27"
28"
27"
30" 15% 29"
20% 30"
31"
32"
29" 28"
14% 19%
The above findings can be explained by the product quality analysis, where it
is said that though the size of 30", 31" and 32" are highly demanded in the
market but due to the increasing price of CI sheets day by day the demand of
28", 29" and 30" increases.

- 37 -
Brand Preferences:
In the market driven economy branding becomes the most important part of
product management in marketing. In the study, it is found that companies are
managing brand by following two strategies at a time. These are product level
branding and corporate branding. There is a close relationship in the success
of both strategies. AKS is holding highest mind share in both the cases. But
PHP is successful in corporate branding where it is holding second position in
mind share in a situation where the company also the second position in
product level branding. KY is not successful in product level branding where it
is holding third position in mind share in a situation where the company has
the third position in corporate branding. And S. Alam is holding bad mind
share in both the cases. It is holding lowest position in corporate branding &
product level branding.
Table 3.3: Brand Preference (Product Level Branding) by Respondents
Seal Response in no. % Of Preferences

AKS (COW) 38 38%
PHP (HORSE) 27 27%
KY (HEN) 21 21%
S. ALAM (COCK) 14 14%
TOTAL 100 100%
Figure 3.3: Product Level Branding
Product level branding
S. A (COCK)
P.H.P (horse) 14%
27%
K. y. (hen) S. A (COCK)
21% K. y. (hen)
A. K.S (COW)
P.H.P (horse)
A. K.S (COW)
38%

- 38 -
Table 3.4: Brand Preference (Corporate Branding) by Respondents
Brand Name % Of Preference in the Response in no.

Market
AKS 36% 36
PHP 28% 28
KY 21% 21
S. ALAM 15% 15
TOTAL 100% 100
Figure 3.4: Corporate Branding
Coporate Branding
40 36
35
30 28
25 21
20
15
15
10
5
0
AKS PHP KY S. Alam
So, it is observed that a very close relationship exist between the success of
corporate level branding and product level branding of different companies in
the market.

- 39 -
Product Complain Handling Procedure:
Some time customers or channel member may have complained about

defective products. The complains are handled in two ways. One is for final
consumers and the other is for channel members. These are discussed
below:
Complain Handling Procedure of Final Consumers:

Earlier, no company responded in case if there was any defective sheet.
Moreover, most of the companies did not compensate the dealers, sub
dealers and retailers for defective CI sheets. But, now, if there are huge
amount of defective sheets found, company sent their sales executives or
sales people for further checking. And finally, sales executives ensure it to the
head office and assure the party that the matter to be considered in the next
delivery order (D/O).
Complaining Procedure of Channel Members:

Dealers, sub dealers and retailers send their complain through telephone or
application or sales executives. At first they sent their complain through
telephone and later they sent application if necessary. Otherwise they
complain to the sales executives directly.

- 40 -
3.2 Price:
Price is an important factor for any organization. Price is the only element in
the marketing mix that produces revenue. The other element produces cost.
Price is also one of the most flexible of the marketing mix, in that it can be
changed quickly, unlike product features and channel commitments. In KY
marketing department and the chairman of the group often set price. But
before that chairman of PHP, AKS, S. ALAM, KY sit together to make a
specific price. It is also called syndicated price policy. After setting the price
there is a long discussion about the rationality and applicability of that price.
The GM of marketing along with higher marketing officials often gets
preference to comment on that price. After making necessary adjustment by
the management the final price is approved. There was a time when Abul
Khair steel was the leader in steel market and therefore operated its business
monopoly. But at present the situation is fully different from the previous one.
Now the syndicated members determine the price. No one have the power
over pricing.
Pricing method:
Every company may follow any or more than one of the following pricing
method.
These are:
1. Markup pricing.
2. Targets return pricing.
3. Perceived value pricing.
4. Value pricing.
5. Psychological pricing.
And these pricing methods are stand upon some pricing approaches. These
are:
1. Cost based pricing
2. Buyer based pricing.
3. Competition based pricing.

- 41 -
Among these approaches KY commonly follows cost based pricing. Under
cost based pricing the costs are calculated based on product unit and fixed
costs are considered in determination of price. All the cost related with a
single unit of product (Material cost, Overhead cost, Govt. charge etc) is
calculated at first. Then a certain some of profit is added to the cost. The profit
margin is varied among the product lines. The selling price of a product
retains the following cost in a certain proportion.
Price receiving system:

KY steel does not receive cash. It receives Telephonic Transfer (TT), Demand
Draft (DD), and Pay Order (PO), Pay in Slip (PIS) etc.

- 42 -
3.3 Distribution:
Marketing channel decisions are among the most critical decisions facing
management. Marketing channel can be viewed as sets of interdependent
organizations involved in the process of marketing a product or services
available for use or consumption. PHP follows 1 level channel. A lion share of
PHP NOF's products is distributed to the customer through dealers. But other
companies are following both 0 level and 1 level channel of distribution.
PHP:
Factory Dealer Consumer
1 level channel
AK, KY, S ALAM:
Factory Consumer
0 level channel
Factory Dealer Consumer
l level channel
Preference to Purchase from the Factory:

There are basically two types of customer in the market. These are (1)
interested and (2) not interested to purchase directly from the factory. In the
study it is found that almost Fifteen percent respondents are not interested to
purchase directly from the factory where eighty five percent respondents
interested. The finding is given in the following table:

- 43 -
Table 3.5: Preference to purchase from factory
Directly Purchase Response in no. % Of Preferences

from the Factory
Interested 85 85%
Not Interested 15 15%
Total 100 100%
Figure: 3.5: Preference to purchase from factory
Interested to purchase from factory
90 85
80
70
60
50
40
30
20 15
10
0
Interested Not Interested
Although they are interested they don't purchase directly from the factory due
to huge capital. To buy from the factory directly customer has to purchase
bulk amount of products. It needs huge capital. So, it is not possible for all
parties to invest huge capital. Sometimes they buy from the factory or
sometimes from the second party. The reason behind that is from the second
party they get credit facility, quick delivery facility, low rate facility, and
emergency support facility.
Preferences for Maintaining Storage System:

There are basically two periods in the CI sheet business. These are season
(Dec-Apl), un-season (May-Nov). In the study it is found that fifty five percent
respondents maintain storage system during season and at un-season they
don't maintain storage system due to capital problem. And rest forty five
percent respondents maintain storage system during all season. Because
they have no capital problem. The finding is given in the following table:
Table 3.6: Preferences for maintaining storage

- 44 -
Time/Period Response in no. % Of Shops Maintain
Storage
Season (Dec.-Apr.) 55 55%
All Season 45 45%
Total 100 100%
Figure 3.6: Preferences for maintaining storage
Maintaining storage system
55
60 45
50
40
30
20
10
0
Season (Dec.-Apr.) All Season
The above finding can be explained by the product storage system analysis
where it is said that at season the demand of CI sheet is higher than all
season. As we know in the CI sheet business it requires huge amount of
capital. Moreover the price of CI sheet increases 5 times more than the earlier
price due to the increasing rate of zinc & HR coil in the world market. At that
moment they depend on rolling. On an average those who have big business
store 200-500 ton and it's always keep rolling. On the other hand the small
sub dealer store 50-100 ton.
Preference for Nature of Business Store:

There are basically 3 types of business store are doing their business in the
market. These are wholesaler, retailer, and retailer cum wholesaler. In the
study it is found that around sixty percent business stores are retailer cum
wholesaler, which is followed, by the retailer where almost Thirty five percent
is retailer and rest five percent is wholesaler. The finding is given in the
following table:
Table 3.7: Preference for nature of business store
Nature Response in no. % Of Shop Sales

- 45 -
Wholesaler 5 5%
Retailer 35 35%
Retailer Cum Wholesaler 60 60%
Total 100 100%
Figure 3.7: Preference for nature of business store
Nature of business store
60
50
40
30
20
10
0
Wholesaler Retailer Retailer Cum
Wholesaler
The above findings can be explained by the nature of business store analysis
where it is said that the number of retailer cum wholesaler is in the highest
position in both Colonel Hat and Asadgonj market. Retailer and wholesaler
are in the second and third position consequently.

- 46 -
3.4 Promotion:
Company must communicate with their present and potential customers.
Every company is inevitably cast in to role of communicator and promoter.
When a product in mature position, promotion is an important tool to maintain
or increase market share. For communicating with the customer five major
communications tools may be used. These are:
• Advertising
• Personal selling
• Sales promotion
• Direct marketing
• Public relations and publicity
All companies are little bit following the above promotional tools. But they also
provide some facilities are given below:
ABUL KHAIR STEEL:

At present they don't maintain dealership. Previously they had given
dealership facility on credit in the market. But now a day any retailers can take
products from the factory directly. The company reaches their products to the
customer by their own transport. So, company provides transport facility
without taking delivery charge. Moreover to monitor the market there always
exists 3 sales executives. If any fault arises in the CI sheets sales executives
handle the problems. Company provides credit facility for their potential
customer or dealers. Sometimes company arranges annual party for their
potential customers.
PHP:
There are 3 dealers in this market. Company sells their product only their
authorized dealers. In this way they help the dealers to the business in a
particular market. Other retailers take from the PHP dealer. Dealer gets rate
facility or commission from the company.

- 47 -
KY:
There are few KY dealers in the Asadgonj and Colonel Hat market. Dealer
gets the rate facility or commission from the company. Most of the dealers are
relatives of the chairman of KDS group. So, in this way company helps the
dealers to do the business. But any retailer can take products from the
factory. Moreover KY registered office is situated in the Asadgonj market.
Bank documents collection, handling complaints etc. activities are done by the
registered office. Company provides facility on C.G.L products. They don't
provide facility on G.L products. Because their G.L products are highly
demanded in the market. There always exists one sales & marketing
executive to monitor the Asadgonj and Colonel Hat market.
S. ALAM:
From the survey we have found that there are uncountable dealers in the
Asadgonj market rather than Colonel hat market. Dealer gets the rate facility
or commission from the company. People who had involved in job in S. ALAM
group before can get the dealership very easily. So, they help the dealers to
the business. But any retailer can take products from the factory. Moreover S.
ALAM head office is situated in the Asadgonj market. That's why if any
problem arises they can solve it very easily. S. ALAM steel is popular
especially to the local people than any other company. It's a traditional
company.
Channel Members Preference for Gift Items:

There are two kinds of promotion. These are business promotion and trade
promotion. This study tried to identify the expected gift items by the channel
members as part of the trade promotional tools. In the study it is found that
around forty three percent respondents prefer umbrella, which is followed by
T-shirt where almost thirty four percent customers preferred T-shirt.

- 48 -
Table 3.8: Channel Members Preference for Gift Item (Trade Promotion)
Gift Hampers Preferred Response in no. % Of Customers
BY Customers
Umbrella 43 43%
T-Shirt 34 34%
Calendar 17 17%
Desk Calendar 3 3%
Watch 3 3%
Total 100 100%
Figure 3.8: Channel Members Preference for Gift Item (Trade Promotion)
PREFERRED GIFT HAMPER

3% 3%
17%
Umbrella
43%
T-Shirt
Calendar
Desk Calender
Watch
34%
Seventeen percent of the respondents preferred Calendar. Only three percent

respondents like desk calendar and watches as a promotional item given by
the manufacturer. This preference expectation can be explained by the users'
criteria. Since the support employees of channel members use the gift
hampers they prefer umbrella and T-shirt. If the members used the gifts
directly they may prefer Watch or desk calendar.
3.5 Findings:

- 49 -
Problems of KY Steel in Handing Marketing Activities:
1. The CGL product quality of KY steel is not better then PHP.

2. Now a days the size which is based on width 30" 31" 32" are highly
demanded in market. The consumers who use the C.I sheet are poor &
stay in the rural area. They have no capacity to buy those C.I. sheets,
due to high price.
3. In the study it is found that companies are managing brand by following
two strategies at a time. Those are product level branding & corporate
level branding. KY holds 3rd position in both levels.
4. The syndicate determines the price of C.I. Sheet. The chairman of four
C.I. sheet company named KY, AKS, PHP, S. Alam have formed a
syndicate. They control the price in the C.I. sheet market, which is
increasing day by day, but it's burden for consumer.
5. The competitor of KY like as AKS, PHP have given rate & credit
facilities for their dealers.
6. The excess charge of TAX & VAT imposed by government on the
import of HR Coil. As a result C.I sheet price ultimate increase.
7. Some of dealer / trader store their product only in peak season. It
causes problem for the actual dealer who buy product whole year.
8. The Company have not sufficient executive in the market to supervise
the dealer, sub dealer, retailer and consumer to solve their problems.
9. There have no reward system in KY over the dealer, sub dealer and
retailer on a monthly or yearly basis. So that they can motivate the customer
to sale company product.
10. Transportation is another factor to increase the price.

- 50 -
CHAPTER-FOUR
RECOMMENDATION &
CONCLUSION

- 51 -
4.1 Recommendations
1. The CGL product quality to be ensure better from PHP.

2. The syndicate should set a reasonable price for the consumer on
behalf of their buying capacity.
3. KY should concentrate to increase their branding image to establish
their product is the market.
4. Its should follow up the purchasing capacity of consumer and company
should determine the price of C.I. sheet.
5. KY also should give rate and credit facilities for their dealer.
6. Government can reduce the tax and vat of HR coil. It affect the price of
C.I. sheet therefore the consumer can buy this product at a cheaper
rate.
7. Company should concentrate on those dealers who maintain storage in
peak and off-season. They are real prospect for the company.
8. Company should recruit sufficient employee at clonel hat & Asadganj
market to look after the dealer, sub dealer, Retailer and consumer for
their problem & complaints.
9. Reward can motivate the dealer for selling the product. So company
should have plan for rewarding the dealer, sub dealer and retailer.
Reward like presenting TV, freeze, computer or cash discount.
10. Company should give transport facility for the dealer. So that there cost
will be minimized.

- 52 -
4.2 Conclusion
The company or the marketers need to conduct more marketing research

using professionals to find out the actual market position. Customers or end
users are the main strength for any company, so marketers need to evaluate
the customers' response to the company. Then, company can adopt the
appropriate marketing strategies. As the steel market is becoming competitive
day-by-day, company needs to take challenging strategies to gain competitive
advantage.
From the analysis it is found that KY steel position is up growing. KY is very

close to the PHP. To gain the competitive advantage KY can attack their
competitors.
Based on the study few possible recommendations have been made for the
betterment of the company. If these recommendations can be followed it can
be expected that in future the market of the KY Steel Mills Limited will expand
further earning more reliability and reputation.

- 53 -
4.3 References
1. Kotler P., "Marketing Management", 11th edition, Pearson Education,

Inc. Upper Saddle River, New Jersey, 2005, pp 393-400.
2. Malhotra N. K., "Marketing Research", 5th edition, Pearson Education,
Inc. Upper Saddle River, New Jersey, 2005, pp 72-100, 312-340.
3. Hall C. W. L & Jones G. R., "Strategic Management", 4th edition,
Houghton Mifflin Company, New York, 2000.
4. Kotler P. & Armstrong G., "Principles of Marketing", 9th edition,
Prentice-Hall, Inc. Upper Saddle River, New Jersey, 2003, pp 291-560.
5. Decenzo D. A. & Robbins S. P., "Human Resource Management", 7th
edition, John Wiley & Sons, Inc. New York, 2002.
6. Company sales manual.
7. Company annual report.
8. Http: //www.kdsqroup.net.

- 54 -
4.4 Appendix
Shop Name: Location:
Proprietor Name: Cell No.:
Manager: Date:
1) What type of item do you sell with individual size?
A) GL B) CGL C) NOF
2) Which seal do you prefer?

...........................................
3) Which width is demanded in the market? (Inches)

a) 26 b) 27 c) 28 d) 29 e) 30 f) 31 g) 32
4) Are you interested to purchase directly from the factory, why?

a) Yes b) No.
……………………………………………………………………
5) Are you doing business with other company? (If yes what type of
facility they provide)
COMPANY NAME FACILITY
Abul Khair Steel
P.H.P
KY Steel
S. Alam

- 55 -
6) Do you maintain storage system? If yes when & how many quantity?
...........................................................................................................
7) Are you wholesaler or retailer or retailer come wholesaler?

...........................................................................................................
8) If you are retailer how many shops you cover?

...........................................................................................................
9) If you are wholesaler in how many outlets you worked? How many
credits exist in the market?
...........................................................................................................
10) In the market which brand is more preferable by the customer & why?
(Key competitor)
...........................................................................................................
11) If you get defective sheet from company then which company response
earlier?
...........................................................................................................
12) How do you complain to the company?

...........................................................................................................
13) How do you maintain the fund arrangement during the season?
...........................................................................................................
14) What is your overall expectation from the company in your own point of
view?
...........................................................................................................
...........................................................................................................
15) Society is changing. Does it have any impact on this industry?

(i.e. people are preparing cemented house instead of DHEW TIN
house)
...........................................................................................................
...........................................................................................................
16) What is the future of this industry?
...........................................................................................................
...........................................................................................................

- 56 -

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"Marketing Mix Analysis of steel Companies:

A study on KY Steel Mills Ltd."

Department of Business Administration

S. M. Yousuf Chowdhury MBA (Finance & Banking), M062003, IIUC

The Honorable Dean

Subject: Submission of the OCP Report.

S. M. Yousuf Chowdhury MBA (Finance & Banking), M062003, IIUC

S. M. Yousuf Chowdhury MBA (Finance & Banking), M062003, IIUC

• ABUL KHAIR STEEL

S. M. Yousuf Chowdhury MBA (Finance & Banking), M062003, IIUC

S. M. Yousuf Chowdhury MBA (Finance & Banking), M062003, IIUC

S. M. Yousuf Chowdhury MBA (Finance & Banking), M062003, IIUC

S. M. Yousuf Chowdhury MBA (Finance & Banking), M062003, IIUC

S. M. Yousuf Chowdhury MBA (Finance & Banking), M062003, IIUC

1.2 Objective of the Study

• To analyze the product market position of KY's steel products.

S. M. Yousuf Chowdhury MBA (Finance & Banking), M062003, IIUC

S. M. Yousuf Chowdhury MBA (Finance & Banking), M062003, IIUC

S. M. Yousuf Chowdhury MBA (Finance & Banking), M062003, IIUC

I used non-probability sampling method because I selected a prescribed number of

S. M. Yousuf Chowdhury MBA (Finance & Banking), M062003, IIUC

S. M. Yousuf Chowdhury MBA (Finance & Banking), M062003, IIUC

I have designed the questionnaire including all open-end questions and

Data Analysis and Interpretation

Table 1.2: Company Rank Order

S. M. Yousuf Chowdhury MBA (Finance & Banking), M062003, IIUC

• Accounts and finance department.

S. M. Yousuf Chowdhury MBA (Finance & Banking), M062003, IIUC

S. M. Yousuf Chowdhury MBA (Finance & Banking), M062003, IIUC

S. M. Yousuf Chowdhury MBA (Finance & Banking), M062003, IIUC

This group is a well-known one in Bangladesh with major business in export

S. M. Yousuf Chowdhury MBA (Finance & Banking), M062003, IIUC

2.2. Success of KDS Group

The potential of the readymade Garments manufacturing industry was first

S. M. Yousuf Chowdhury MBA (Finance & Banking), M062003, IIUC

S. M. Yousuf Chowdhury MBA (Finance & Banking), M062003, IIUC

S. M. Yousuf Chowdhury MBA (Finance & Banking), M062003, IIUC

2.3 Company Profile

KY Steel Mills Limited

Bangladesh doesn't have any steel manufacturing plant and accordingly

Corrugated galvanized sheets are being widely used in Bangladesh as roofing

S. M. Yousuf Chowdhury MBA (Finance & Banking), M062003, IIUC

Bangladesh doesn't have any steel manufacturing plant and accordingly

Corrugated galvanized sheets are being widely used in Bangladesh as roofing

S. M. Yousuf Chowdhury MBA (Finance & Banking), M062003, IIUC

S. M. Yousuf Chowdhury MBA (Finance & Banking), M062003, IIUC

255 Nasirabad l/A, Chittagong 4211, Bangladesh

House # 99, Road # 4, Block # B, Banani,

Hong Kong Office

Unit B 7/F, Hoing Kui Mansion,

1, Haji Amir Ali Chowdhury Road

S. M. Yousuf Chowdhury MBA (Finance & Banking), M062003, IIUC

 Strive to satisfy and to exceed customers' expectations and to be

 Focus on continuous improvement in all quality related activities and

 Develop and maintain mutually beneficial relationship with suppliers to

 Maintain competitive prices & superior financial performance by

S. M. Yousuf Chowdhury MBA (Finance & Banking), M062003, IIUC

KY Steel Mills Ltd. is one of the prominent CI sheets marketing companies in

Table: 2.1: As per audited balance sheet for bank 2006

Table: 2.2: As per audited balance sheet for bank 2007

S. M. Yousuf Chowdhury MBA (Finance & Banking), M062003, IIUC

Particulars July-2007 July-2006 July-2005

S. M. Yousuf Chowdhury MBA (Finance & Banking), M062003, IIUC