Contents

• Introduction 5
• Sona Castings Pvt. Ltd – A Case Study 7
• Company 7
• Operations 8
• Competition and Markets 8
• Competitor Analysis 9
• Analysis of Sona Castings 10
• 7 Ss of Sona Castings 10
• Skills 10
• Strategy 13
• Staff 15
• Structure 17
• Systems 18
• Style 19
• Shared values 21
• Synergistic Teams 22
• SWOT Analysis 24
• Strengths 24
• Weaknesses 25
• Opportunities 26
• Threats 27
• Porter’s Market Forces as applied to Sona Castings 27
• Supplier Power 28
• Buyer power 28
• Threat of new entrants 29
• Threat of Substitutes 30
• Rivalry 31
• Global Steel Industry – An Overview 31
• Indian Steel Industry –An Overview 34
• PESTEL Analysis of Indian Market 37
• Political 37
• Economical 37
• Social 38
• Technological 38
• Environmental 39
• Legal 39
• 7Ps of the Target Market 40
• Product 40
• Price 41
• Place 42
• Promotion 43
• People 44
• Packaging 45
• Positioning 45
• Marketing Communication Plan 46
• Organizational Restructuring Plan for Sona Castings 47
• Sona Castings Expansion Plan 48
• Production Enhancement Plan 48
• Upgrading of Equipment & Increasing Manpower 49
• Projected Revenues after Production Expansion 49
• Conclusion 50
• References 52

Description

As businesses have evolved over the decades so are the management sciences. Many researchers, management Gurus have put across their ideas as to how an organization has to be run. The theories and concepts derived out of vast experience of that management experts work in real life management situations most of the time. However, there are times when even with careful planning going by the management books does not work. Similarly, an organization, which operates contrary to the management theories, flourishes. The reasons for such occasional failures of well planned organizational processes and success of an unorganized company can be many. Irrespective of the reasons, exceptions do exist. One such example is that of Sona Castings Private Limited, India. The company, without proper organizational structure and without marketing efforts is flourishing thanks to the high demand for steel castings and steel ingots in the market. The company is an established brand among the local buyers and suppliers due to its reliability. The company does not have a marketing department and yet the organization receives orders over the phone and castings and ingots are delivered depending upon the availability of the stock. The company does not advertise at all. However, the current high demand may not last long. And if the organization has to survive amid stiff competition in view of possible decreased demand in future, it has to make some fundamental changes to the organizational structure. There is also displeasure among junior workers due to dominance of long term serving senior workers. Given the volatile nature of Indian workers and their unions, the discontent might translate into strikes and lockouts. In order to avoid all these possibilities, this report suggests Sona Castings, a threefold change to the organization. The report first dwells on the Indian steel market, analyses strengths and weaknesses of Sona Castings and then makes recommendation to Sona Castings to migrate from hierarchical organizational structure to team organizational structure. The report also suggests Sona Casting to have a full-fledged marketing department. The report provides a marketing communication plan to Sona Castings. The report then finally provides a business expansion plan of the existing unit to cater to the present high demands of the market. The paper then suggests Sona Castings to tap steel markets of other Indian states.