DANA GROUP OF COMPANIES (An Overview)

By :- Dr Ruchi Dana [email protected]

Agenda About Us
Introduction
Foot print
Timeline, Our Vision & Mission

My Entrepreneurial Venture: DANA Cable Trays
An Overview

Our Operational Strategy
Expansion plans, Quality & Lean Management,

Weathering Tough Times
The “Rise & Fall” of Steel Markets

DANA GROUP OF COMPANIES

Seven Eagles Intl Trading

Steel Import Export

Dana Water Heaters

Water Heaters, Chillers

Delta Steel

Steel, Coil Sliting etc

Dana Steel Processing

Cable Trays

Dana Steels Pvt. Ltd

Pipes, Mill(India)

Apika Enterprises

General(India)

Vidhyadar Hospital

Hospital(India)

ISO 9001:2000 Accredited Middle Eastern Origin Trans Region Operations Inter Continental Presence Multi Lingual Employees Multi Disciplinary Offerings

Operations Foot Print UAE - HQ

India

Stat. 1 Stat. 2

Stat. 3

Automated Steel Slitting line Head Office : Dubai Al-Quoz & Um-Al-Quein (UAQ) Factories: •Glass lining factory •High precision slit line •Fully automated Cut-tolength machines •CNC & Roll Forming •Water Chiller & Heater manufacturing •Coil Service Centre

Ajman Factory: •Cable Tray & Ladder manufacturing •Struts & Tracks manufacturing •Steel Coil Service Centre •Plate Mill

UAE + India + Libya

Libya

Pipe Mill “Pre-Engineered Building Manufacturing”

Stat. 1 Stat. 2

Stat. 3

Coil Service Centre

Business units Forward-n-backward Integration

Water Heaters unit acquired Trading office

Combined delivery from India, Dubai & Libya

Quality Service Commitment

CLIENT BASE

DANA Group: Time Line 1st generation family owned business – Dr. Birbal Dana Acquisition: state owned homeappliance manufacturing factory Value-Added Steel manufacturing facility: “DANA Steel Processing Industry LLC” Prime Industrial land acquisition in NCR 1st Show Room in Dubai, Office & Warehouse – New Delhi Land acquisition for Hospital – Jaipur Full – time Entrepreneurshi p

1st manufacturing facility inaugurated “Dana Water Heaters & Coolers Factory LLC”

by Dr.Dana part time General Trading

1st DANA office set up

1st foray into Steel Inauguration of “DANA Coil Service Centre” Unit in Dubai

ERW pipes & Tubes manufacturing: “DANA Steels Private Ltd.”

Commence DANA’s 5th manufacturing facility Value-Added Steel: •cable management systems •coil service center •profiles & cladding

DANA Cable Tray: Business Development Framework Following p my -Trays in develo Cable Following outlines outlines the the functional functional framework framework II followed followed to to develop develop my entrepreneurial entrepreneurial venture venture of of CableCable-Trays in my my family family business business -- DANA DANA Group Group of of Companies Companies

Overseas Agents

Oil Industry Clients

GCC Market

Multi-Client Base for regular sustained enquiries/orders Overseas market penetration, Brand building, Media / Exhibitions presence and Effective Client Management

Gives prominence in Dubai

Risk Distribution to overseas market Online and Phone Enquiries

Leverage our steel trading division for low steel cost & gathering competitive intelligence

Manage costs by using our existing factory setup & expert work force

Maintain high service quality and control costs by efficient operations management

Core Business Platform

Target cash rich oil companies, appoint agents in overseas market, personal visits to all GCC Countries & UAE

Analyse overseas market price and bid strong; leverage overseas profits for discounts in Dubai prices Compete in Dubai on low price margins Dubai Based Traditional Clients

Cuts costs, Gives competitive edge, Ensures cash flow, Differentiates on Quality

Enables sustenance in Dubai

Our Vision and Mission Our Vision

We aspire to be the global steel industry benchmark for world’s most reliable and innovative steel manufacturer, service and solution provider in the steel industry.

Our Mission

To maximize value for our worldwide client base by supply high quality steel products, providing related services and solutions while utilizing innovative technologies and a team of motivated employees, focused on continuous improvement, highest business standards, work ethics and corporate citizenship

Our target goal is to achieve zero incidents and zero

Our Strategic Vision •Moving up the Steel Value Chain •Diversifying the Product Base •Geographic Expansion

Our HSE Vision

injuries, together with zero property damage; and is to be achieved by daily diligence, a proactive safety partnership throughout all operations, providing measurable safety measures, adequate safety training, and effective communication to all employees.

Expansion Plans INDIA • Addition of New lines to Tube Mill. • Start-up of Cable Management manufacturing facility in NCR. • Pre-Painted Galvanized Iron (PPGI) with backward integration into GI and Cold-rolled steel.

LIBYA • Trading Division • Building & Construction Division • Mini-mill cold-rolled steel

UAE • Branch office in Abu Dhabi • Phase 3 of New Ajman Facility - 2013 • Setup of Hot Dip Galvanizing facility 2013

Middle East & Africa • Agencies • Site Trading Offices • Formation of Gulf African Holdings for strategic investments in Africa.

Quality: Scope & Approach Assess

Interface with Customer Feed Back

Market and Demand Analysis

Strategize

Market Research

Study Available Infrastructure and Facilities Analysis of Service Delivery

Production Capability

Development Plan

Raw Material Control

Financial analysis Sub Contractor Management

Monitor

Lean Management

Performance

Work Flows

Team Co-ordination

Process Enhancement Manufact uring Optimizat ion

Training Programme Production Monitoring

Safety Net

Options for Disposal

Design Iteration

Budget Estimates

Design

Conceptualize the Process Structure

Management Systems

LEAN Implementation

Order-Centric Approach

Process-Centric Approach

Lean Management

Customer/ Order

Customer/ Order Intermediaries

Enhanced value

Fragmented value

Intermediaries

Machine 1

Machine 2

Machine 3

Machine 4

Machine 5

Machineal Support

Mach 5

Mach 1

Lean Mach 2

Mach 4 Mach 3

Production O/P

The “Rise & Fall” of Steel Markets Dynamics as a Stockist / Coil Service Center. - Higher Risk & Exposure to Price Fluctuations. - Market Responds Quickly to Import Price Volatility. - Inventory Valuation – Frequent Change.

MarketPeak

-- Import Steel Price -- Local Mkt Price

Steel Price Falling Phase

Rising Phase

Time

Market Characteristics The “Rising” Phase

The “Falling” Phase

Before recession flat galvanized 1350 USD/MT USD/MT

Competition feels “GOOD”. Banks say “YES”. Customers “LISTEN”. Suppliers are “KING”. Asset worth “INCREASES”. Anticipatory “BUYING”.

    

During recession

560

Competition “KILLS”. Banks say “NO”. Customer becomes “KING”. Asset worth “DECREASES” Panic “Selling/Offloading”.

Surviving “Rise & Fall” of Steel Market  Assess inventory

 Price Adjustments – “the customer is right”

 Analyze orders in Hand  Analyze incoming Imports  Take “actual” control of finances  Know where you stand

 Secure payment terms – control credit

Frequent Assessment of Steel Market

Adjust to Market Dynamics

 Be flexible: 10 mt or 1000 mt [just do it]  Keep your stake holders informed

 Explore alternative markets – balance risk  “Value Addition” – The True Savior

 Cautious “Buying & Selling”

Identify Opportunities

 Forward Integration  Tolling / Job-Work  Put existing infrastructure to alternative use

Learn from the Experience

 Maintain Customer Relationships  Control of consumer Credit

 “Value” Add  Control Discretionary expenses

“It is not the strongest of the species that survives, nor the

most intelligent, but the one most responsive to change.” -Charles Darwin

Ruchi Dana Email :- [email protected]