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AN FINAL REPORT ON

SALES AND DISTRIBUTION CHANNELS AT STEEL AUTHORITY OF INDIA LIMITED

SUBMITTED BY: R.N.MUKHERJEE (07BS3134) STEEL AUTHORITY OF INDIA LIMITED

AN FINAL REPORT ON

SALES AND DISTRIBUTION CHANNELS AT STEEL AUTHORITY OF INDIA LIMITED
SUBMITTED BY: R.N.MUKHERJEE (07BS3134) A Report Submitted In Partial Fulfilment Of The Requirements Of MBA Program Of ICFAI BUSINESS SCHOOL, HYDERABAD

DISTRIBUTION LIST: PROF. SUBHASIS RAY (FACULTY MEMBER-MARKETING, IBS Hyderabad) MR. TANMOY SEN (SR. MANAGER (Mrkt-MS), SAIL, KOLKATA)

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ACKNOWLEDGEMENTS

I express my gratitude to Mr. M.R.Rath, Sr. Manager (HRD), Steel Authority Of India Limited (Kolkata) for giving me an opportunity to work with SAIL and for extending
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4.

DISTRIBUTION CHANNEL STRATEGIES………………………………………
18 SAIL……………………………………………………………………………. 18 TISCO………………………………………………………………………….. 26

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WHAT IS A MARKETING CHANNEL ……………………………………
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DEMAND SIDE FACTORS…………………………………………………….
….30

SUPPLY SIDE
FACTORS………………………………………………………….31

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WHAT IS THE WORK OF THE MARKETING
CHANNEL………………………………………………………………………………..…….31

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WHO BELONGS TO A MARKTING
CHANNEL……………………………………………………………………...34

CHANNEL MEMBERS INVOLVED BY THE STEEL MAJORS…………………………
35 8. 9.

CHANNEL DESIGN…………………………………………………………………38 SUPPLY – SIDE CHANNEL ANALYSIS MARKETING
FLOW…………………………………………………………………………...41

10. GAP ANALYSIS………………………………………………………………42 11. CHANNEL IMPLEMENTATION STRATEGIES OF SAIL…………………....44 12. CHANNEL POWER…………………………………………………………...47 13. SWOT ANALYSIS…………………………………………………………….49 14.

PROJECT
FINDINGS………………………………………………………...51

15.

RECOMMENDATIONS……………………………………………………...5
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16.

REFERENCES………………………………………………………………..
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ABSTRACT
All set for high growth -The steel industry is expanding worldwide for a number of years it has been benefiting from the exceptionally buoyant Asian economies (mainly India and China). The economic modernization processes in these countries are driving the sharp rise in demand for steel. In India the rise is likely to be higher than average. It is forecasted that Indian crude steel production will rise from 38

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