Registration No:- 170241678
1. When explaining the flat products portfolio with regards to my company
success. How should I explain this part with regards to putting is an
argument in my report? And when we consider it through an stp lens
which is major areas should I focus on?
2. Should the report have more statistical data to support my arguments?
3. The referencing of the images from the company website is done in a
correct way or should I need to reference it in another way?
Commented [B1]: The success argument can be on the
company as a whole. You will unpack the flat products in
the STP section and I have made comments at that section
Commented [B2]: See comment at end
Commented [B3]: It does need more evidence and/or
more references, yes. Everything you state as fact should be
referenced. Or you should explain and justify your assertion
if it is your own analysis.
Commented [B4]: The referencing is OK but needs to be
in Chicago format
Think aboyt the format here and whether headers or bold
text might help it be more accessible.
Your writing is generally very good and you are off to a great
start.
 Why is JSW Steel Limited a successful company?

JSW Steel is India leading steel manufacturing company which was founded in the year 1982 by Commented [B5]: India’s
Mr. Sajjan Jindal. The company is a subsidiary company of JSW group having a net worth of
571.7 billion INR in today’s market and the company headquarters is located in Mumbai, India.
The company main market segments are automotive, construction, industrial and energy Commented [B6]: company’s
sectors. JSW Steel offers a range of products from Hot Rolled (HR), Cold Rolled (CR), Colour Commented [B7]: markets? Or segments? What’s the
Coated products, Galvanized, Galvalume, TMT bars, Wire rods and Special Alloy steel. The difference?

vision of the company is “Global recognition for quality and efficiency while nurturing nature
and society” [1]. JSW Steel main mission is to achieve growth in India economic sectors with the
help of innovation and speed. The company has currently exporting high valued steel product
to over 100 countries across 5 continents of the world. The total capacity of steel crude that
could be produced by JSW Steel in the year 2016 was 18 million tons per annum. In the coming
years, the company wants to increase its annual steel production to 40 MTPA.
JSW Steel company has been successful company due to its R&D initiatives and as well as the
need to increase its production of steel in the coming years. The use of Corex-Green Technology
helped the company to become India first steel company that used this technology as it helps
the environment and it had never been tested before in Indian conditions. During the 2015 –
2016 financial year the company gross turnover was INR 40,354 crores which were less than
last year which was INR 56,244 crores. The problem of the steel industry in India during that
time was the global supply of steel was more than the demand where countries like China,
Japan, and South Korea started to export steel by the unfair and unprecedented way which
affecting the domestic steel producers in India including JSW Steel. The company from Japan
and South Korea started misusing their power and found way wherein it started dumping it
excess surplus in the domestic market of different countries by making it difficult for JSW Steel
to export to other countries.
Commented [B8]: JSW Steel’s
Commented [B9]: India’s
Commented [B10]: is
Commented [B11]: this whole section needs more
referencing. Everywhere in this report – when you make a
statement of fact it should be supported by evidence and a
reference
Commented [B12]: consider opening this section with
your definition of success. Then bring in the JSW data
Commented [B13]: a bit vague, and unclear how this
relates to ‘success’
Commented [B14]: this is OK but you could be using
marketing terminology and concepts to describe what is
happening here. More analysis. Describe it in terms of
market and company behaviour.

Figure 1: Gross Turnover of JSW Steel [2]

[1] http://www.jsw.in/jsw-steel-2017/at-a-glance
[2] http://www.jsw.in/jsw-steel-2017/key-performance
 Figure 2: Profit After Tax of JSW Steel [2]

Even though JSW Steel did not make a profit in the year 2015 – 2016 as compared to the other
years the company did not give up, it shifted its focus from the international market and started
concentrating to develop in the domestic markets of India. The main aim of the company was
to bring changes in its products by branding and adding high-end value. The company also Commented [B15]: You don’t seem to have a section
specifically on products and services so this will need
started to explore in its current markets along with the possibilities of new markets. During the
exploring somewhere. Are the products differentiated? Are
2016-2017 financial year, the company has improved much better compared to the previous there services? How do the products and services fit
year thus making it the leading supplier of the steel in India by having profits of INR 3,577 together? How would you describe the product in terms of
‘total product’?
crores which was the best the company has achieved in its previous five years.

SWOT Analysis of JSW Steel Commented [B16]: Introduce this section properly – why
a SWOT analysis? Why is it appropriate here? What kind of
With the help of the SWOT analysis for JSW Steel will help us to give a better understanding as questions it is designed to answer?
Difficult to comment on this without the underlying
to how the company is doing particularly in the steel market with regards to competition from analysis. Where have these come form?
international as well as domestic organizations. The government norms and regulations when it
comes with respect to environmental factors, as well as the sale of exporting and importing the
raw materials along with selling the different types of products in wide range of the existing and
upcoming markets.

Strength
The main strength of the company is that it can reach 18 million tons per annum in the year
2016-2017 for having the capacity to produce steel annually as compared to its other
competitors. In India it the 3rd largest company which produces steel for both domestic as well Commented [B17]: This is a fact but not sure how it is a
strength. Are you saying there is something inherently good
as international markets. The use of the Corex – Green technology increased the company
about high market share? What is that?
production by becoming the first company to introduce it in India for producing hot metals. The
company annual production of steel has been increasing over the years and has plans to
increase from 40% to 50% for high-value products as it offers large portfolio to the company in
which it exports over 100 countries. The different segments of the steel market have made JSW
Steel increase the company revenues and provide strong financial position by placing it in both
sectors of the downstream and upstream.

Weakness
The raw material for required for products are exported from different countries which cause
problems for the company in the future years to come since JSW Steel has limited supply to the
mines which it owns. The cost for procuring materials in the recent year has shown that with
strict government regulations and norms the importing taxes will play a major setback due to
government service tax which has recently implied in India. Another setback for JSW Steel
would be the share of value of the shareholders since the company needed to take loans to
procure raw materials for the high demands in the markets thus creating debts in the finances
of the company thereby not meeting terms of the stakeholders in terms how well the value has
been to products and the reputation with regards to its branding.

Opportunities
With the increase in the domestic markets for different sectors which are automotive,
industrial, energy and constructions the demand for steel will also increase thus helping JSW
Steel play a major role in many of the projects. JSW Steel is planning to from mergers and
acquisitions with a Japanese company JFE Holding Inc to acquire the equity assets from India
Bhushan Steel Ltd. JSW Steel has been parts of many projects with the Government of India and
with the new policy on the infrastructure developments the progress for the company will leap
in to greater bounds and have a more dynamic B2B presence around the different companies.

Threats
The greatest threat for JSW Steel would be from the international as well as domestic
companies who are trying to acquire major shares in today market for demand for steel for
different products. Countries like China and Japan in the past have unfair means were in the
have exploited the markets by dumping their surplus in the domestic markets on India making it
difficult for JSW Steel to concentrate on its exports. The environment policies will also play
major key factor which affects the steel industries in the coming years due to the exploitation
of mines around the world. The supply chain will make major influence due to the cheap
qualities of iron ores from the mines which will have devastating effects on the high-end value
products steels were JSW Steel lose major consumers and the great benefit of a deal for its
competitors.
The most important part of the company portfolio which has been a major success for the
company would be the flat products which comprise of Hot rolled, cold rolled, Galvanized and
colour coated. Each of these products can be made into coils and sheets. Colour coated Commented [B18]: Great, but talk about who the
customers are, what they need, what ‘value’ means to
products can also be profiles depending on need. The flat products had major share towards
them. Explain why they are one segment, not multiple
the portfolio of the company in the financial year which comprised about 74% than the long segments. Then systematically walk through the 4Ps (or
products. The year on year production for the flats products increased to 17% during the 2016- however many you are using) and explain what that means,
why it is relevant, what they do and how well this delivers
2017 year. When focusing through a STP lens with regards to flat products of the company, the customers value
most important factor would be the segmentation part as the flat product is making an impact
in the automotive, energy and industrial sectors. Targeting the flat products in this sector is
achieved by showing the different companies that the steel produced by JSW Steel have a high-
end value with regards to the quality, yield properties, and efficiency. The targeting of the
products is achieved is by displaying the different products on the company website as well as
demonstrating in the financial and annual reports along with presentations on the
performances of the products.