8/8/2019 About Bharti Airtel Limited http://slidepdf.com/reader/full/about-bharti-airtel-limited 1/13 Strategic Management Project Submitted to: Mrs. Shikha Mishra Submitted by: 409D37 Aditya Kaul 409D38 Saboj Biswas 409D41 Abhishek Devgan 409D43 Rahul Sharma 409D46 Natasha S. George 409D47 Priyanka Chawla About Bharti Airtel Limited :Bharti Airtel Limited, a group company of Bharti Enterprises, is Asia’s leading integrated telecom services provider with operations in India and Sri Lanka and an aggregate of 113.44 million customers as of end of September 2009, consisting of 110.51 million mobile customers. Bharti Airtel has been ranked among six best performing
Bharti Airtel Limited, a group company of Bharti Enterprises, is Asia’s leading
integrated telecom services provider with operations in India and Sri Lanka and an
aggregate of 113.44 million customers as of end of September 2009, consisting of 110.51million mobile customers. Bharti Airtel has been ranked among six best performing
technology companies in the world by BusinessWeek.
Bharti Airtel is structured into three strategic business units - Mobile services, Telemedia
services and Enterprise services. The mobile business offers services in India and SriLanka. The Telemedia business provides broadband, IPTV and telephone services in 95
cities. The Enterprise business provides end-to-end telecom solutions to corporatecustomers and national and international long distance services to carriers. All these
services are provided under the Airtel brand. Airtel’s national high-speed optic fibrenetwork currently spans over 104,540 kms covering all the major cities in India. The
company has two international landing stations in Chennai that connects two submarine
cable systems - i2i to Singapore and SEA-ME-WE-4 to Europe.
SWOT Analysis Bharti Airtel
This SWOT analysis is about Bharti Airtel.
Strengths
• Bharti Airtel has more than 65 million customers (July 2008). It is the largestcellular provider in India, and also supplies broadband and telephone services - as
well as many other telecommunications services to both domestic and corporate
customers.
• Other stakeholders in Bharti Airtel include Sony-Ericsson, Nokia - and Sing Tel,
with whom they hold a strategic alliance. This means that the business has accessto knowledge and technology from other parts of the telecommunications world.
• The company has covered the entire Indian nation with its network. This hasunderpinned its large and rising customer base.
Weaknesses
• An often cited original weakness is that when the business was started by Sunil
Bharti Mittal over 15 years ago, the business has little knowledge and experienceof how a cellular telephone system actually worked. So the start-up business had
to outsource to industry experts in the field.
• Until recently Airtel did not own its own towers, which was a particular strengthof some of its competitors such as Hutchison Essar. Towers are important if your
company wishes to provide wide coverage nationally.
• The fact that the Airtel has not pulled off a deal with South Africa's MTN could
signal the lack of any real emerging market investment opportunity for the business once the Indian market has become mature.
• The company possesses a customized version of the Google search engine whichwill enhance broadband services to customers. The tie-up with Google can only
enhance the Airtel brand, and also provides advertising opportunities in Indian for
Google.
• Global telecommunications and new technology brands see Airtel as a key
strategic player in the Indian market. The new iPhone will be launched in Indiavia an Airtel distributorship. Another strategic partnership is held with
BlackBerry Wireless Solutions.• Despite being forced to outsource much of its technical operations in the early
days, this allowed Airtel to work from its own blank sheet of paper, and to
question industry approaches and practices - for example replacing the Revenue-Per-Customer model with a Revenue-Per-Minute model which is better suited to
India, as the company moved into small and remote villages and towns.
• The company is investing in its operation in 120,000 to 160,000 small villagesevery year. It sees that less well-off consumers may only be able to afford a few
tens of Rupees per call, and also so that the business benefits are scalable - using
its 'Matchbox' strategy.• Bharti Airtel is embarking on another joint venture with Vodafone Essar and Idea
Cellular to create a new independent tower company called Indus Towers. This
new business will control more than 60% of India's network towers. IPTV is
another potential new service that could underpin the company's long-termstrategy.
Threats
• Airtel and Vodafone seem to be having an on/off relationship. Vodafone which
owned a 5.6% stake in the Airtel business sold it back to Airtel, and instead
invested in its rival Hutchison Essar. Knowledge and technology previouslyavailable to Airtel now moves into the hands of one of its competitors.
• The quickly changing pace of the global telecommunications industry couldtempt Airtel to go along the acquisition trail which may make it vulnerable if the
world goes into recession. Perhaps this was an impact upon the decision not to
proceed with talks about the potential purchase of South Africa's MTN in May
2008. This opened the door for talks between Reliance Communication's AnilAmbani and MTN, allowing a competing Inidan industrialist to invest in the new
emerging African telecommunications market.
• Bharti Airtel could also be the target for the takeover vision of other globaltelecommunications players that wish to move into the Indian market.
Airtel comes to you from Bharti Airtel Limited, India's largest integrated and the first
private telecom services provider with a footprint in all the 23 telecom circles. Bharti
Airtel since its inception has been at the forefront of technology and has steered thecourse of the telecom sector in the country with its world class products and services.
The businesses at Bharti Airtel have been structured into three individual strategic
business units (SBU's) - Mobile Services, Airtel Telemedia Services & EnterpriseServices
