Public sector giant Steel
Authority of India Ltd (SAIL) is looking to ramp up its presence in the global markets through exports. Ten per cent of SAIL’s saleable steel
production will be targeted for the new markets overseas, including Africa, Philippines, Indonesia, Thailand, Sri Lanka
and Bangladesh, a company executive said.
is also streamlining its channel management to address the needs of customers in untapped geographies. In the times to come, SAIL
would focus on retail sales with higher volumes and deeper reach along with exploring effective ways of transportation and logistics,’’ SAIL
chairman P K Singh
said. SAIL’s new marketing strategy is aimed at gaining a competitive edge in the market.
“For SAIL, the new marketing strategy, with customer retention through enhanced customer experience as its mantra, is a way to consolidate its market leadership and is a crucial tool for the turnaround of the firm in the near future,” the chairman said.
On the market competition, he said, “big challenges offer great opportunities. Capacity addition by other companies
enhances market competition and in such a scenario SAIL’s intelligent workforce, experienced manpower and new assets are great advantages.”
Singh said that while retaining its core marketing values, SAIL
was strengthening its market-centric and consumer-oriented approach for reaching out to more customers.
“At SAIL, customer-value management is supreme. With the stabilisation of most of our new and modernised mills, we are diversifying our product basket with several value-added and ready-to-use products,” he said.