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DANA GROUP OF COMPANIES
(An Overview)
DANA GROUP OF COMPANIES
(An Overview)
By :- Dr Ruchi Dana
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
AgendaAgenda
Steel Import Export
Water Heaters, Chillers
Steel, Coil Sliting etc
Cable Trays
Pipes, Mill(India)
Dana Water Heaters
Delta Steel
Dana Steel Processing
Dana Steels Pvt. Ltd
Seven Eagles Intl Trading
DANA GROUP OF COMPANIES
ISO 9001:2000
Accredited
Middle Eastern Origin
Trans Region Operations
Inter Continental
Presence
Multi Lingual Employees
Multi Disciplinary
OfferingsApika Enterprises
Vidhyadar Hospital
General(India)
Hospital(India)
Operations Foot PrintOperations Foot Print
Al-Quoz & Um-Al-Quein
(UAQ) Factories:•Glass lining factory
•High precision slit line
•Fully automated Cut-to-
length 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 - HQ Libya
Stat. 1 Stat. 2 Stat. 3
Coil Service Centre
UAE + India + Libya
Business units
Forward-n-backward
Integration
Combined delivery
from India, Dubai &
Libya
QualityService
Commitment
India
Stat. 1 Stat. 2 Stat. 3
Automated Steel
Slitting line
Pipe Mill
“Pre-Engineered
Building
Manufacturing”
Head Office : Dubai Water Heaters unit
acquired
Trading office
CLIENT BASE CLIENT BASE
DANA Group: Time LineDANA Group: Time Line
1st generation family owned business – Dr. Birbal Dana
by Dr.Dana part time
General Trading
Full – time
Entrepreneurshi
p
1st DANA
office set up
1st Show Room in Dubai,
Office & Warehouse – New Delhi
Land acquisition for Hospital – Jaipur
1st manufacturing
facility inaugurated
“Dana Water Heaters &
Coolers Factory LLC”
Prime Industrial land acquisition in NCR
1st foray into Steel
Inauguration of “DANA Coil
Service Centre”
Unit in Dubai
Value-Added Steel manufacturing
facility:
“DANA Steel Processing Industry LLC”
ERW pipes & Tubes
manufacturing:
“DANA Steels
Private Ltd.”
Acquisition: state owned home-
appliance manufacturing factory
Commence DANA’s
5th manufacturing
facility -
Value-Added Steel:•cable management
systems•coil service center•profiles & cladding
Dubai Based Traditional Clients
Overseas market penetration, Brand building, Media /
Exhibitions presence and Effective Client Management
Risk Distribution to overseas market
Compete in Dubai on low price margins
Analyse overseas market price and bid strong; leverage overseas profits for discounts in Dubai prices
Core Business Platform
Leverage our
steel trading division for
low steel cost
& gathering competitive
intelligence
Maintain high service quality and
control costs by efficient operations
management
Target cash rich oil companies,
appoint agents in
overseas market, personal
visits to all GCC Countries & UAE
Manage costs
by using our existing factory setup & expert
work force
Multi-Client Base for regular sustained enquiries/orders
Overseas Agents
Oil IndustryClients
GCCMarket
Cuts costs,Gives
competitive
edge,Ensures
cash flow,Differentiates
on Quality
Gives prominence
in Dubai
Online and Phone
Enquiries
Following outlines the functional framework I followed to develop my entrepreneurial venture of Cable-Trays in my family
business - DANA Group of Companies
Following outlines the functional framework I followed to develoFollowing outlines the functional framework I followed to develop my entrepreneurial venture of Cablep my entrepreneurial venture of Cable--Trays in my family Trays in my family
business business -- DANA Group of CompaniesDANA Group of Companies
Enables sustenance
in Dubai
DANA Cable Tray: Business Development FrameworkDANA Cable Tray: Business Development Framework
Our Vision and MissionOur Vision and Mission
Our
Vision
Our Mission
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.
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 Strategic Vision•Moving up the Steel Value
Chain
•Diversifying the Product
Base
•Geographic Expansion
Our target goal is to achieve zero incidents and zero
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.
Our HSE
Vision
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.
UAE
• Branch office in Abu Dhabi
• Phase 3 of New Ajman Facility - 2013
• Setup of Hot Dip Galvanizing facility -
2013
LIBYA
• Trading Division
• Building & Construction Division
• Mini-mill cold-rolled steel
Middle East & Africa
• Agencies
• Site Trading Offices
• Formation of Gulf African Holdings for
strategic investments in Africa.
Expansion PlansExpansion Plans
Assess
Market and
Demand Analysis
Study Available
Infrastructure
and Facilities
Analysis of
Service Delivery
Production
Capability
Design
Lean Management
Work Flows
Training Programme
Management Systems
Monitor
Production Monitoring
Team Co-ordination
Performance
Budget Estimates
Design Iteration
Development Plan
Interface with Customer
Feed Back
Strategize
Conceptualize the
Process Structure
Market
Research
Raw
Material
Control
Manufact
uring
Optimizat
ion
Financial
analysis
Sub
Contractor
Management
Safety Net
Options for
Disposal
Process
Enhancement
Quality: Scope & ApproachQuality: Scope & Approach
Process-Centric
Approach
Customer/Order
Machineal Support
Lean Management
En
han
ce
d v
alu
e
Intermediaries
Order-Centric Approach
Customer/Order
Intermediaries
Ma
ch
ine
1
Ma
ch
ine
2
Ma
ch
ine
3
Ma
ch
ine
4
Ma
ch
ine
5
Fra
gm
ente
d
valu
e
Production O/P
Lean
Mach 1
Mach 2
Mach 3
Mach 4
Mach 5
LEAN ImplementationLEAN Implementation
Dynamics as a Stockist / Coil Service Center.
- Higher Risk & Exposure to Price Fluctuations.
- Market Responds Quickly to Import Price Volatility.
- Inventory Valuation – Frequent Change.
Rising Phase
MarketPeak
Falling Phase
Time
Steel
Price
-- Import Steel Price
-- Local Mkt Price
The “Rise & Fall” of Steel MarketsThe “Rise & Fall” of Steel Markets
Market CharacteristicsMarket Characteristics
The “Rising” Phase
�Competition feels “GOOD”.
�Banks say “YES”.
�Customers “LISTEN”.
�Suppliers are “KING”.
�Asset worth “INCREASES”.
�Anticipatory “BUYING”.
The “Falling” Phase
� Competition “KILLS”.
� Banks say “NO”.
� Customer becomes “KING”.
� Asset worth “DECREASES”
� Panic “Selling/Offloading”.
Before recession flat galvanized 1350 USD/MT During recession 560
USD/MT
Frequent
Assessment
of Steel Market
Identify
Opportunities
Adjust
to
Market Dynamics
Learn from the
Experience
� Cautious “Buying & Selling”
� Control of consumer Credit
� Maintain Customer Relationships
� “Value” Add
� Secure payment terms – control credit
� Price Adjustments – “the customer is right”
� Take “actual” control of finances
� Explore alternative markets – balance risk
� Assess inventory
� Analyze orders in Hand
� Be flexible: 10 mt or 1000 mt [just do it]
� Keep your stake holders informed
� Tolling / Job-Work
� Forward Integration
� Analyze incoming Imports
� “Value Addition” – The True Savior
Surviving “Rise & Fall” of Steel MarketSurviving “Rise & Fall” of Steel Market
� Know where you stand
� Put existing infrastructure to alternative use
� 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 DanaEmail :- [email protected]
