ACC CEMENT

ACC CEMENT
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 ACC CEMENT

INTRODUCTION

ACC – India’s first name in cement

ACC cement is India's foremost manufacturer of cement and concrete. ACC's operations are
spread throughout the country with 16 modern cement factories, more than 40 Ready mix
concrete plants, 20 sales offices, and several zonal offices. It has a workforce of about 10,000
persons and a countrywide distribution network of over 9,000 dealers.

Since inception in 1936, the company has been a trendsetter and important benchmark for the
cement industry in many areas of cement and concrete technology. ACC has a unique track
record of innovative research, product development and specialized consultancy services. The
company's various manufacturing units are backed by a central technology support services
centre - the only one of its kind in the Indian cement industry.

ACC has rich experience in mining, being the largest user of limestone. As the largest cement
producer in India, it is one of the biggest customers of the domestic coal industry, of Indian
Railways, and a considerable user of the country’s road transport network services for inward
and outward movement of materials and products.

Among the first companies in India to include commitment to environmental protection as one
of its corporate objectives, the company installed sophisticated pollution control equipment as
far back as 1966, long before pollution control laws came into existence. Today each of its
cement plants has state-of-the art pollution control equipment and devices.

ACC has made significant contributions to the nation building process by way of quality
products, services and sharing expertise. Its commitment to sustainable development, its high
ethical standards in business dealings and its on-going efforts in community welfare
programmes have won it acclaim as a responsible corporate citizen. ACC’s brand name is
synonymous with cement and enjoys a high level of equity in the Indian market. It is the only
cement company that figures in the list of Consumer SuperBrands of India.

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HISTORY

ACC CEMENT has an interesting story - one that inspired a book. ACC was formed in 1936
when ten existing cement companies came together under one umbrella in a historic merger -
the country's first notable merger at a time when the term mergers and acquisitions was not
even coined. The history of ACC spans a wide canvas beginning with the lonely struggle of its
pioneer F E Dinshaw and other Indian entrepreneurs like him who founded the Indian cement
industry. Their efforts to face competition for survival in a small but aggressive market mingled
with the stirring of a country's nationalist pride that touched all walks of life - including trade,
commerce and business.

The first success came in a move towards cooperation in the country's young cement industry
and culminated in the historic merger of ten companies to form a cement giant. These
companies belonged to four prominent business groups - Tatas, Khataus, Killick Nixon and F E
Dinshaw groups. ACC was formally established on August 1, 1936. Sadly, F E Dinshaw, the
man recognized as the founder of ACC, died in January 1936; just months before his dream
could be realized.

F. E. Dinshaw – the founder

of ACC

ACC stands out as the most unique and successful merger in Indian business history, in which
the distinct identities of the constituent companies were melded into a new cohesive
organization - one that has survived and retained its position of leadership in industry. In a
sense, the formation of ACC represents a quest for the synergy of good business practices,
values and shared objectives. The use of the plural in ACC's original name, The Associated
Cement Companies Limited, itself indicated the company's origins from a merger. Many years
later, some stockbrokers in the country's leading stock exchanges continued to refer to this
company simply as 'The Merger'.

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PRODUCTS

The company manufactures Portland cement for general construction while its blended
products, acknowledged for outstanding durability, include fly ash and slag-based
cements.Both these varieties of cement offer high quality
and special properties that defy the harshest environments. In addition to conserving valuable
mineral resources and reducing waste, these blended cements also help cut down the
emission of carbon dioxide and assist in checking global warming. ACC is sensitive to
consumer needs.When the company realised that large construction activities would
require large amounts of cement it set up the country’s first facility for distribution of cement in
bulk, as far back as 1956.To meet the needs ofother consumers it introduced cement in small
25 kilogram bags as also jumbo
bags of one metric tonne.Today, of course, mechanized mega construction projects receive
cement from ACC delivered in bulk tankers – a welcome change from the conventional cement
bag. ACC was also the first company in India to introduce Ready Mix Concrete on a
commercial basis. A transit concrete mixer is now a familiar sight in India’s major cities. Ready
Mix Concrete and Bulk Cement have enabled the construction industry to introduce
sophisticated practices for the speedy completion of large infrastructureprojects

ACC manufactures the following types of cement, in addition to which, it provides Bulk Cement

• Ordinary Portland Cements

43 Grade Cement (OPC 43 Grade)

ACC Cement is the most commonly used cement in all constructions including plain and
reinforced cement concrete, brick and stone masonry, floors and plastering. It is also used in
the finishing of all types of buildings, bridges, culverts, roads, water retaining structures, etc.

What is more, it surpasses BIS Specifications (IS 8112-1989 for 43 grade OPC) on
compressive strength levels.

ACC Cement is marketed in specially designed 50 kg bags.

53 Grade Cement

This is an Ordinary Portland Cement which surpasses the requirements of IS: 12269-53
Grade. It is produced from high quality clinker ground with high purity gypsum.

ACC 53 Grade OPC provides high strength and durability to structures because of its optimum
particle size distribution, superior crystalline structure and balanced phase composition.

It is available in specially designed 50-kg bags.

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• Blended Cements

Fly-ash based Portland Pozzolana Cement

This is a special blended cement, produced by inter-grinding higher strength Ordinary Portland
Cement clinker with high quality processed fly ash - based on norms set by the company's
R&D division. This unique, value-added product has hydraulic binding properties not found in
ordinary cements.

It is available in specially designed 50-kg bags.

The advantages of using ACC Fly-ash based PPC

In concrete made from ordinary cements, moisture reacts with calcium hydroxide in concrete to
form calcium bicarbonate, which leaches out of the concrete, leaving pores that reduce its
strength. ACC Fly-ash based PPC has ingredients which react with calcium hydroxide to form
CSH gel, to provide additional strength, which actually makes the concrete grow in strength
over the years. It also produces less heat of hydration and offers greater resistance to the
attack of aggressive waters than normal Portland cement.

Portland Slag Cement

This is a slag-based blended cement that imparts strength and durability to all structures. It is
manufactured by blending and inter-grinding OPC clinker and granulated slag in suitable
proportions as per our norms of consistent quality. PSC has many superior performance
characteristics which give it certain extra advantages when compared to Ordinary Portland
Cement

It is available in specially designed 50-kg bags.

Speciality about ACC Psc

Compared to OPC, ACC PSC imparts some important additional advantages

• Reduction in free lime leaching.

• Ultimate higher strength.
• Improved workability, reduced bleeding as well as segregation and corrosion.
• Denser, less permeable concrete, and mortar.
• Better resistance to sulphates, chlorides, and CO2 and alkali-aggregates reaction.
• Less heat, reduced plasticity and drying shrinkage.
• Increased static modulus of elasticity.

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• Increased serviceability with less deflection of members and micro cracks and reduced
cost of construction and maintenance.

All these factors make for a strong, durable, and longer lasting construction. ACC PSC benefits
the structure, protects the environment by reducing CO2 emissions and helps conserve
energy. Which is why it is often referred to as an eco-friendly cement.

Bulk Cement

Yet another first in our seven-decade history of cement in India has been the introduction of
Bulk Cement, an alternative to bagged cement, which is of particular advantage to large
consumers of cement. Internationally, the trend is to move cement more and more in loose
form rather than bagged. In fact, over 90 percent cement in the USA, and other European
countries is transported and sold in bulk, unlike in India, where only one percent is transported
in bulk.

Advantages of using ACC Bulk

• Assured quality
• No handling from the factory to your site, therefore exact weight
• Tamper proof delivery, therefore no adulteration possible
• Immediate delivery, therefore no need to stock inventory
• Order only when you are ready to use, so your money is not locked up
• Steady supply

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SWOT ANALYSIS OF ACC CEMENT

“STRATEGY IS A PATTERN IN A SERIES OF DECISIONS OR ACTIONS.”

- HENRY MINTZBERG (1994)

SWOT Analysis explores the relationship between the environmental

influences and the strategic capabilities of an organization compared to its
competitors. The importance of SWOT is revealed by the value of the
strategies it generates. A SWOT item that generates no strategies is not
important.

STRENGTHS.
• · It is having a good image and brand loyalty among consumers.

• · Service is good

• · “Dhalai karne ke liye” people ask for ACC

• · Perceived to be of very superior quality cement when compared to others

• · Selling form the very first day the shop came in to being & sells easily

• · They have same price prevailing for wholesale at dealers/stockiest retailers end.

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WEAKNESS.
• · The competitors are doing much promotional activity rather than ACC Limited

that’s why it facing more problems in selling of product in the market.

• · Lack of awareness program for consumers.

OPPORTUNITY.
• · Rapid growth is taking place in Bihar and Madhya Pradesh.

• People are opting for more stable structures and intensive use of cement is taking

place, even government is spending heavily on infrastructure projects. Thus, this is

the right time to fully tap these markets.

• · As Indian core industry is also growing at rate of nearly 10% per annum,it is having

a good future.

• · Foreign direct investment in infrastructure sector going to increase in coming years,

which will increase the demand of cement.

• · Roads are undergoing through the transformation process through which the
traditional method of road building will be replaced by modern concrete roads.

THREATS:
• Large number of players in cement industry makes it more competitive for ACC to
carefully price its product and at the same time satisfy its dealers and customers.

• · Players such as Jaypee Cement, Prism Cement, and Birla Samrat are eating up
considerable market share.

• · Due to India’s exponential growth many new international cement companies are
expected in coming years which will bring a tide of change and can start price war.

• · The emergence of small players in this market may increase the competition and
start the malpractices, and heavy discounts to retailers.
They can also influence many retailers by giving better profit margin, and other
Benefits.

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LEVELS OF STRATEGIC MANAGEMENT

1.CORPORATE LEVEL MANAGEMENT: MR.N.S.Sekhsaria is the chairman of

ACC cement Ltd. The deputy chairman is Mr.Paul Hugentobler and Sumeet
Banerjee as CEO and managing director of ACC cement.

2.BUSINESS LEVEL MANAGEMENT:

• Anand Shukla, Chief People Officer

• Prince Azariah, Head - IT Services
• Anand Ingale, Executive - Human Resource
• SHUBHADEEP DAS GUPTA, Manager Procurement
• SHAKTI ARORA, CCPO-Chief Central Purchase Office
• P.K.SINOR, DIRECTOR AND COMPANY SECRETARY

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• Rajiv Saxena Head-Corporate Communications

• P.DattaGupta -Chief Commercial Officer

3. FUNCTIONAL LEVEL MANAGEMENT:

BOARD OF DIRECTORS
Mr S M Palia
Mr Naresh Chandra
Mr Markus Akermann
Mr M L Narula
Mr D K Mehrotra
Mr R A Shah
Mr Shailesh Haribhakti

Mr. Anand Shukla, Chief People Officer

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KEYS TOWARDS STRATEGIC PLANNING:-

1. MISSION:
• Leadership – Maintain our relationship of the Indian cement industry
throughout the continuous modernization and expansion of our
manufacturing facilities and activities , and through threstablishment of a
wide and efficient marketing network
• Profitability-Achieve a fair and reasonable return on capital by
promoting productivity through out the company
• Growth- Ensure a steady growth of business bystrengthening our
position in the cement industry.
• Quality- Maintain high quality of our products and services and ensure
their supply their supply at fair prices.
• Equity- Promote and maintain fair industrial relations and an
environment for the effective involvement, welfare, and development of
staff at all levels.
• Pioneering- Promote research and development efforts in the areas of
product development and energy , and fuel conservation and to innovate

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and optimize productivity.

• Responsibility- Fulfill our obligations to society, specifically in areas of
integrated rural development and in and in safeguarding the environment
and natural ecological balance

2. VISION

3.OBJECTIVES AND GOALS:

“The company wants to capitalize on the synergies seeing the big picture.
The company would visualize a bubbling with vim and vitality for
occupying a vantage position in the best cement companies across the
globe”
At ACC we believe that being a passive onlooker and keep waiting for life
to happen something is not the right way to achieve success. Success
comes through innovation and innovation can happen only to those who
are drawn by the unknown and driven by the magnitude of challenge.
The performance as a cement industry in the country has prompted
everyone to pronounce our worthiness .

4.STRATEGIES.

A. High on quality, customer value and customer care

B. Branding
C. Advertising
D. Other promotional activities
E. Packages
F. Retention marketing

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ACC Limited has high efficiency state-of –art pollution control equipments and
devices. Each of its manufacturing units has a separate environment section
managed by a qualified environmental engineer and supporting staff. Our plants,
mines and townships demonstrate the company’s successful endeavors in
greening activities as aforestation, tree planting, horticulture, vegetable and
cultivation apart from basic landscaping designed to enrich and beautify the
environment. Cleaner mining techniques have helped safeguard and conserve
mineral resources. In addition, we have taken other positive measures such as
topsoil conservation, efficient water management system and the treatment of
wastes, sewage and effluents. Some of our plants have become near self reliant
in their water requirements. ACC has achieved spectacular results in the
utilization of two hazardous and pollutant industrial waste – namely slag from
steel plants and fly – ash from thermal power stations – to make blended
cements that have conserved lime stones resources. Over the years, ACC has
won several prizes and certificates of merits for environmental measures
undertaken at its various plants and mines. In particular for programs involving
greening, forestation, rehabilitation of mines, noise abatement and other visible
measures such as tree plantation and water management.

5.VALUES:

Our values are fundamental to our success. They are the foundation of our company, define
who we are and set us apart from the competition. They underlie our vision of the future, our
business strategies and our decisions, actions and behaviors. We live by them. They endure.

Core values OF ACC CEMENT.:

Empathy, Empathy begins with listening ... paying close attention to the world around us ...
understanding, appreciating and meeting the needs of those we serve, including consumers,
retail customers, shareholders and each other as employees. Originality—Being Authentic and
Innovative, and Integrity. These values are linked. As we look at our history, we see a story of
how our core values work together and are the source of our success

6.Programmes:The Associated Cement Companies Limited(ACC) is an Indian company in

the cement manufacturing business. Its registered office is called Cement House. It is located
on Maharishi Karve Road, Mumbai. It is a blue chip company. The stock price of this company
contributes in calculating BSE Sensex.

The management control of the company was taken over by Swiss cement major Holcim in
2004. On 1 September 2006 the name of The Associated Cement Companies Limited was
changed to ACC Limited. The company is the only cement company to get the Superbrand
status in India.

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7.Objectives:

ACC Limited is India’s foremost manufacturer of cement with a countrywide network of

factories and marketing offices. Established in 1936, ACC has been a pioneer and trend-setter
in cement and concrete technology. ACC’s brand name is synonymous with cement and
enjoys a high level of equity in the Indian market. Among the first companies in India to include
commitment to environment protection as a corporate objective, ACC has won several prizes
and accolades for environment friendly measures taken at its plants and mines. The company
has also been felicitated for its acts of good corporate citizenship.

.Among the first companies in India to include commitment to environmental protection as one
of its corporate objectives, the company installed sophisticated pollution control equipment as
far back as 1966, long before pollution control laws came into existence. Today each of its
cement plants has state-of-the art pollution control equipment and devices.

ACC plants, mines and townships visibly demonstrate successful endeavours in quarry
rehabilitation, water management techniques and ‘greening’ activities. The company actively
promotes the use of alternative fuels and raw materials and offers total solutions for waste
management including testing, suggestions for reuse, recycling and co-processing.

Today we define Corporate Social Responsibility as the way a company balances its
economic, social and environmental objectives while addressing stakeholder expectations and
enhancing shareholder value.

The ACC Board comprises executive, non-executive, and nominee directors. This group is
responsible for determining the objectives and broad policies of the Company - consistent with
the primary objective of enhancing long-term shareholder value. The Board meets once a
month.

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STRATEGIC MANAGEMENT PROCESS

STRATEGIC FORMULATION

1. FRAMING MISSION AND OBJECTIVES

MISSION
ACC Ltd. drives their mission statements from a particular set of tasks. They are
called upon to perform in the light of their individual, national or global priorities.
Indian Cement industry into a Globally strong and competitive industry.

OBJECTIVES: ACC Limited is India’s foremost manufacturer of cement with a countrywide

network of factories and marketing offices. Established in 1936, ACC has been a pioneer and
trend-setter in cement and concrete technology. ACC’s brand name is synonymous with
cement and enjoys a high level of equity in the Indian market. Among the first companies in
India to include commitment to environment protection as a corporate objective, ACC has won
several prizes and accolades for environment friendly measures taken at its plants and mines.
The company has also been felicitated for its acts of good corporate citizenship.

The ACC Board comprises executive, non-executive, and nominee directors. This group is
responsible for determining the objectives and broad policies of the Company - consistent with
the primary objective of enhancing long-term shareholder value. The Board meets once a
month.

.Among the first companies in India to include commitment to environmental protection as one
of its corporate objectives, the company installed sophisticated pollution control equipment as
far back as 1966, long before pollution control laws came into existence. Today each of its
cement plants has state-of-the art pollution control equipment and devices.

ACC plants, mines and townships visibly demonstrate successful endeavours in quarry
rehabilitation, water management techniques and ‘greening’ activities. The company actively
promotes the use of alternative fuels and raw materials and offers total solutions for waste
management including testing, suggestions for reuse, recycling and co-processing.

Today we define Corporate Social Responsibility as the way a company balances its
economic, social and environmental objectives while addressing stakeholder expectations and
enhancing shareholder value.

2. ANALYSING OF INTERNAL ENVIRONMENT

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ACC CEMENT HAS FOLLOWING STRENGTH

It is having a good image and brand loyalty

among consumers.
· Service is good
· Perceived to be of very superior quality cement when compared to
others
· They have same price prevailing for wholesale at dealers/stockiest
retailers end.

WEAKNESS

The competitors are doing much promotional activity rather than

ACC Limited that’s why it facing more problems in selling of product
in the market.

3. ANALYSING OF EXTERNAL ENVIRONMENT

WE SEE FOLLOWING OPPORTUNITIES FOR OUR BUSINESS

· As Indian core industry is also growing at rate of nearly 10%

per annum,it is having a good future.
· Foreign direct investment in infrastructure sector going to
increase in coming years, which will increase the demand of
cement.
· Roads are undergoing through the transformation process
through which the traditional method of road building will be
replaced by modern concrete roads.

4) Gap Analysis:- As the main aim is to satisfy the customer demand so it should see that
the gap between the customer and organization is properly builded up.
5) Framing Alternative strategy:-After making the gap and SWOT analysis the
company should accomplish the objective of the firm.

6) Choosing the strategy:- It follows focus strategy as its main aim is to go world
wide.

II) STRATEGIC EVALUATION:-

1) FORMULATION OF PLANS, PROGRAMMES AND PROJECTS:- If you are a line manager or

functional expert, overseeing a number of businesses, profit centres or operating units, you are likely to
be facing tough challenges. It is hard to add value and easy to make things worse. Group Level Strategy
is a unique opportunity for you to rethink your role in creating value. Based on the ground-breaking

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research of Andrew Campbell and Michael Goold, the programme is about your job at its most visible:
fundamental choices that affect business performance.

2) PROJECT IMPLEMENTATION:- ACC has a unique track record of innovative research,

product development and specialized consultancy services. With more than seven decades of
rich experience in prospecting for raw materials, mining, setting up and managing cement
plants of different sizes, technologies and processes. We are proficient in managing captive
thermal power plants and now also have a few power plants based on wind energy.

Our large team of talented scientists, engineers and technocrats are experienced in meeting
the needs of the cement industry both in India and in many other countries.

In particular we have a successful track record in modernizing old technology based cement
plants to improve their operational economy and also in the design & engineering of new
technology based cement plants.

3) PROCEDURAL IMPLEMENTATION:- The cement plants of ACC Ltd are located in

various regions of the country in a number of states. The gadgets and equipments are of high
standards and comply with the international standards. Presently, there are around 12 cement
plants of ACC Ltd which cater to the different market segments of the country. The cement
plants work in coordination with each other and also independently to increase the share in the
market.

All the ACC Ltd. Cement Plants use the cutting edge technologies and services which in turn
produce high quality cement brands. Set up in the year 1936, ACC has always worked
dedicatedly to produce some of the best brands of cement and its business strategy is based
on providing the best of products to the changing consumer market in the country and the
world. The following table provides a general idea of the ACC Ltd. Cement Plants

4)RESOURCE ALLOCATION:-
All the ACC Ltd. Cement Plants use the cutting edge technologies and services which in turn
produce high quality cement brands. Set up in the year 1936, ACC has always worked
dedicatedly to produce some of the best brands of cement and its business strategy is based
on providing the best of products to the changing consumer market in the country and the
world.

5)STRUCTURAL IMPLEMENTATION:-. The cement plants of ACC Ltd are located in various
regions of the country in a number of states. The gadgets and equipments are of high
standards and comply with the international standards. Presently, there are around 12 cement
plants of ACC Ltd which cater to the different market segments of the country. The cement
plants work in coordination with each other and also independently to increase the share in the
market.

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6) FUNCTIONAL IMPLEMENTATION:- The high quality cement that is manufactured and

exported by ACC Ltd is produced in the ACC Ltd. Cement Plants. ACC Ltd is one of the front
runners in the cement industry in India and produces some of the best quality cement in the
country. It has a significant market share in the segments of housing, real estate, infrastructure
and other development projects. With more and more developmental projects coming up, the
profit and the market share of the company is expected to rise at a considerable rate.

7) BEHAVIOURAL IMPLEMENTATION:-The reaction of the employee and customer can be

implemented i.e. either positive or negative. depends upon the projects whether it was
customer oriented or company related.

III) STRATEGIC EVALUATION:-

1. SETTING OF STANDARDS:- As per the standards set by the company the employees
has to function. Along with the standards the company should not forget it ultimate
objective or goals.

2. MEASUREMENT OF PERFORMANCES:-The set standards are then measured with

the actual performance.

3. COMPARISON OF ACTUAL STANDARD WITH STANDARDS:-the comparison after

measuring is evaluated on the bases of performance which can positive or negative . it
means the deviating in achieving the targets.

4. Analysing the deviation:- for eg:- the standards was to produce 1000 units but actual
production is 900 the it is called negative deviation.so it should kept in mind while
evaluating a performance .

5. Taking corrective measures:-after doing all evaluation the proper measures are
required to be taken.

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BCG Matrix OF ACC CEMENT

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Accordingly, the BCG matrix divides products/businesses into four

categories:

· Stars: These high growth products in a fast growing market, need more resource
commitments.

· Cash Cows: These are low growth, high market share products,
where minimal investments are envisaged. Indeed, cash cows
provide the cash flows that support other businesses.

· Question Marks: These are low market share business units in

high growth markets. Investment is needed to build them into stars..

· Dogs: These are low growth and low market share businesses which
generate just enough cash to maintain themselves. They are
businesses from which the company is likely to withdraw in the near
future.

In The above matrix , ACC falls in the quadrant of “ CASH COW” with
respect to the market leader. The circle size represents the absolute market
share (11.16%) of ACC in the cement industry.

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7S MCKINSEY MATRIX

The Seven Elements

• Strategy: the plan devised to maintain and build competitive advantage over the

competition.

• Structure: the way the organization is structured and who reports to whom.

• Systems: the daily activities and procedures that staff members engage in to get the

job done.

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• Shared Values: called "superordinate goals" when the model was first developed,

these are the core values of the company that are evidenced in the corporate culture

and the general work ethic.

• Style: the style of leadership adopted.

• Staff: the employees and their general capabilities.

• Skills: the actual skills and competencies of the employees working for the company.

The 7S model can be used in a wide variety of situations where an alignment perspective is
useful, for example to help you:

• Improve the performance of a company.

• Examine the likely effects of future changes within a company.
• Align departments and processes during a merger or acquisition.

1) Structure:- The ACC Board comprises executive, non-executive, and nominee directors.
This group is responsible for determining the objectives and broad policies of the Company -
consistent with the primary objective of enhancing long-term shareholder value. The Board
meets once a month.

Two other small groups of directors - comprising Shareholders'/Investors' Grievance

Committee and Audit Committee of the Board of Directors - also meet once a month on
matters pertaining to the finance and share disciplines.

During the last decade, there has been a streamlining of the senior management structure that
is more responsive to the needs of the Company's prime business. A Managing Committee -
comprising, in addition to the Managing Director and the two executive directors, the
presidents representing multifarious disciplines: finance, production, marketing, research and
consultancy, engineering and human resources - meets once a week.

Besides these bodies, there are senior executives and other regional managers - based at the
Company's corporate office, and at its marketing offices and manufacturing units - who
contribute to the development and operation of the various functions.

While these groups form the core management team that frames and guides corporate policy,
ACC is proud of its manpower strength of about 9,000 people, who comprise experts in various
disciplines assisted by a dedicated workforce of skilled persons. Quite a number of them have
logged many years of service with the organization. They come from all parts of the country
and belong to a variety of ethnic, cultural and religious backgrounds. Because of such a
cosmopolitan make-up, ACC can rightly be said to embrace within its fold a family that forms a
'mini-India'

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Although the companies function under a Group umbrella, each of these companies is setup
as an independent limited liability company comprising of their own Boards, Managing
Directors and Management Team responsible for all aspects of its operations. Human
Resources, Legal, Finance and Administration departmental functions are centralized at Group
level.

2) Staff:- ACC cement is made up of a carefully selected blend of the finest minds with diverse
backgrounds, skills and experience. With operations in nine countries, we continually learn
from our geographically diverse environments to bring about synergies of experience and
creativity, as we generate value in business.

. This is achieved through continuous training and development to increase knowledge, skills
and overall effectiveness.

3) Shared Values:-

• We succeed through satisfied customers

• we deliver quality and excellence in all we do
• We use technology to develop market leadership
• We value our employees
• We behave responsibly as corporate citizens

4) SKILLS Few of the trainees were illiterate, most of the participants were literate and few of
them have been appeared the secondary level of education. Apart from the gainful
employment skill building (vocational) training, the trainees residing at the ACC center were
provided basic literacy classes and life skills training. Basic literacy classes were conducted for
illiterate. The classes were operated twice daily mostly in the morning and in the evening.
Similarly, the life skill training was provided to all the trainees during their stay at the center.
The content of the life skill training . This life skill training aimed to help the trainees to tackle
the adverse situation that is possible to happen during their future lives.

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5) STRATEGY.

• High on quality, customer value and customer care

• Branding
• Advertising
• Other promotional activities
• Packages
• Retention marketing

6) STYLE :- ACC’s registered office was first located at Esplanade House in South Mumbai, a
graceful edifice that still stands out in its neighbourhood. The head office then shifted to its own
premises in Cement House shown here. The address of this stately building was then Number
1, Queen’s Road, Churchgate. An all-India competition in 1938 had invited leading architects
of the time to send in their designs of which this elegant design made by Ballardie Thompson
& Mathews was chosen as the winning entry. Work on its construction began in 1939 and was
completed during the War period. The building was occupied by the Royal Air Force and
vacated only in 1946.

In 2009, a unique project, has transformed Cement House into an energy efficient
environment-friendly building. Its attractive refurbished façade now houses an ultramodern
office equipped with space-saving modular workstations, access control and intelligent lighting
with motion and light sensors, waste management systems and water saving devices set amid
greenery and a central atrium that further expands the sense of light and space

Its attractive refurbished façade now houses an ultramodern office equipped with state-of-the-
art intelligent lighting and green

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7) SYSTEM: - Different branches of ACC CEMENT follow different system but one thing is common
among all is their concerntration as they are thinking from the prospective of customer satisfication

STRUCTURE OF ACC CEMENT

.

The cement plants of ACC Ltd are located in various regions of the country in a number of
states. The gadgets and equipments are of high standards and comply with the international
standards. Presently, there are around 12 cement plants of ACC Ltd which cater to the
different market segments of the country. The cement plants work in coordination with each
other and also independently to increase the share in the market.

All the ACC Ltd. Cement Plants use the cutting edge technologies and services which in turn
produce high quality cement brands. Set up in the year 1936, ACC has always worked
dedicatedly to produce some of the best brands of cement and its business strategy is based
on providing the best of products to the changing consumer market in the country and the
world. The following table provides a general idea of the ACC Ltd. Cement Plants.

DIVISIONAL STRUCTURE

ACC CEMENT PLANTS ACROSS INDIA

CORPORATE OFFICE-MUMBAI(MAHARASHTRA)

REGIONAL OFFICES
• EASTERN REGION-KOLKATA
• NORTHEN REGION-NEW DELHI
• SOUTH AND WEST REGION-PUNE
Name of the Company Location State Process Used
ACC Ltd. Gagal Himachal Pradesh Dry
ACC Ltd. (G) Tikaria Uttar Pradesh Grinding Unit
ACC Ltd. Lakheri Rajasthan Dry
ACC Ltd. Kymore Madhya Pradesh Dry
ACC Ltd. Chaibasa Jharkhand Chaibasa
ACC Ltd. Sindri Jharkhand Grinding Unit

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ACC Ltd. Jamul Chhattisgarh Dry and Semi-Dry

ACC Ltd. Chanda Maharashtra Dry
ACC Ltd. Wadi Karnataka Dry
ACC Ltd. - New Wadi Karnataka Dry
ACC Ltd. Macherial Andhra Pradesh Grinding Unit
ACC Ltd. Madukkarai Tamil Nadu Semi-Dry

TYPES OF STRATEGIES

INTERNAL STRATEGY

FORWARD INTEGRATION.ACC CEMENT has created and developed an environment that

ensures continual improvement in our business processes. In the same direction, this
integration will help us in proactively meeting the expectations of customers, stakeholders and
the requirements of the regulators while on the other hand will be useful in utilizing our
resources more efficiently and effectively.” they are committed to achieve customer satisfaction
by ensuring excellence of performance in all our offerings and services

HORIZONTAL INTEGRATION; It involves addition of parallel new products to the existing product
line.This may happen internally or externally, internally, a company may decide to enter a parallel product
market in addition to the existing product line. Externally, a company combines with a competing firm.
Seven small cement firms combined and formed Associated CementCompanies (ACC).

INTENSVE STRATEGY

A) PRODUCT DEVELOPMENT-

Product Development has always been an important activity at ACC, arising out of a focus on
quality and process improvement. It has been a constant partner, driving research, innovation
and evaluation. In 1964, a centralized research facility - the Central Research Station (CRS)
was established in Thane. The research complex now renamed as ACC Thane Complex,
spread over an area of 8000 sq m has modern labs with the latest equipment and manned by
highly qualified scientists and technologists who carry out product development work in cement
and allied fields.

ACC has effectively pledged its reputation as the market leader in the quality of cement.
Maintaining this lead calls for harnessing the resources and expertise of the company - from
applied research and production to marketing. Accordingly, all ACC factories are equipped with
state-of-the-art process control instrumentation and associated quality control and testing
laboratories. Trained engineers, chemists and technicians man these. The Central Laboratory

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at ACC Thane Complex is used as a reference laboratory for diagnosis and resolving specific
trouble-shooting cases.

As a result of this focus on quality, ACC cement specifications exceed those set by BIS by a
wide margin. Today, all ACC cement plants have the ISO 9001 Quality Systems certification.
This demonstrates our tradition of providing reliable and consistent quality through the
application of modern technology, and justifies the preferences of a nationwide customer base.

GENERAL STRATEGIES

COST LEADERSHIP:
ACC has Strived to become a cost leader by means of setting up captive power plants, and/or
up-gradation of technology to enhance productivity,.: ACC is one of the most profitable cement
companies in the country. It produces cement at the lowest cost in
India due to supply of power from captive power plants, use of petcoke (an alternate and
cheaper fuel) in power plants, proximity to key markets leading to lower outward freight costs.
o ACC has a policy of supporting its cement plants with captive power plants which provide
for most of its power requirements. As a result power is available to Shree at a cost of Rs2.05
p.u compared to Rs 5 p.u. from the state grid. Expansion in cement capacity being
accompanied with expansion in power plant. ACC cement is an efficient user of power, at only
77Kwh per ton compared to the industry average of 90-95Kwh per ton.
OACC cement also has a locational advantage compared to others.
Company Report SKS Research
13thApr ’06
0

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RECOMMENDATIONS

ACC CEMENT is highly focused on its future objectives & expansion plans, but

at the same time it has to maintain a balance between the present plan &

the future one. On the basis of strategic analysis following recommendations will help in

achieving its future goals effectively & efficiently:-

• · ACC LTD must focus on its Vision & Mission in order to attain its

objective.

• · ACC LTD should focus on expanding its market in order to grab the

market shares.

• · It should also try to maximize the shareholders’ wealth.

• · ACC LTD should not choose those project which may dilute the brand

name just for the sake of gaining market shares.

• · It should focus on to convert itself from Question Marks to Stars.

• · ACC LTD has a high growth potentials, so it should try to raise funds

timely in order to meet its target.

• · ACC LTD should not do overpromise as it will deteriorate its goodwill.

• · ACC LTD must focus on its competitors’ strategy(ies) in order to gain

a competitive edge.

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• · ACC LTD should try to go for diversification to minimize risk factor &

to explore new market as well.

CONCLUSION

Keeping pace with changing times and an ever-growing need for specialized
services, ACC has begun offering its marketing expertise and distributaries
facilities to other producers in
cement and related areas. However a precondition of all such agreement is quality
control supervision to be carried out by an ACC expert located at the franchisee’s
plant. Each of the regional Marketing offices has a customer services cell that is
manned by qualified civil engineers. These, in addition to handling after-sales
servicing, function as advisory bodies that can help customers, make the right
choice of cement for a specific area of application.

ACC can provide expert advice on getting the best value from cement and offer
assistance on related issues in civil construction projects.

Besides this, technical books/booklets on cement, concrete and building

construction and maintenance are regularly must be available for the benefit of
the customers. In addition to this, ACC also publish free booklet, which profiles the
latest information on concrete research, design, construction and maintenance.

Thus to conclude it can be said that acc cement has its branches spread all over India
ACC Limited company product are the profitable not only in India but also in the
whole world..

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REFERENCE

WEBSITES:

www.acclimited.com

www.ibef.org/industry/cement.aspx

www.askwiki.com

www.acchelp.com

www.askacc.com

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