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Submitted by,

Mabin P. Varughese

S2 MBA , Avishkar

MACFAST

Competitive Analysis

Of

Marketing Assignment

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Assignment Question

You are a consultant and have been hired

by Airtel to conduct a competitive analysis?Prepare a Report?

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Bharti Airtel Limited Competition

Bharti Airtel is a leading alternative providerof telecommunications services in India .Among the top ten globalcarriers offering services in about 20 other countries, particularly in

Africa.

Through subsidiaries, the company operates three business units:

Telemedia Services (broadband and telephone), Enterprise Services, and

Mobile Services.

The Enterprise Services group aids both long-distance carriersand corporate clients.

Bharti Airtel has more than 220 million mainlymobile subscribers.

It provides digital television service for 5 million in India.

The company is a unit of Bharti Enterprises, a conglomerate withinterests in financial services, food, and retail, besides telecom.

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S.T.P

Segment

Elite class of people; Corporates

Target roupElite class above 25 years age; YUPS(Young

Upward Professionals)

PositioningAspirational and lifestyle brand; Premium

category

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Analysis

Strength1. Largest cellular service provider in India, with over 164.61 million

subscribers at the end of April 2012

2. Largest Telecom operator in the world with 207.8 million subscribersacross 19 countries at the end of 2011

3. Only Indian operator, with VSNL, that has an international submarine

cable

4. High brand visibility

5. Strong advertising with celebrity brand ambassadors.

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Weakness1. Price competition from BSNL and MTNL

2. Untapped Rural Market.

Opportunity1. Fast expanding cellular market2. Latest and low cost technology

3. Untapped rural market

Threats1. New entrant's low price offering

2. Saturation point in Basic telephony service

3. Mobile Number Portability

C i f h i i l

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Top Competitors for Bharti Airtel

Limited

1. Reliance

2. Idea

3. Vodafone

4. Tata Docomo5. Aircel

6. MTNL

7. BSNL

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GSM Subscriber Base

Sr. No. Company No. Of Subscribers (In Mn) % Market Share %Growth Service Areas

April12 May12 April12 May12

1 Bharti 20.68 21.86 28.67 29.03 5.71 23

2 BSNL 17.59 18 24.39 23.91 2.33 21

3 Vodafone 16.06 16.77 22.27 22.27 4.42 16

4 IDEA 7.64 8.06 10.59 10.71 5.50 11

5 Aircel 2.83 3.02 3.92 4.01 6.71 7

6 Reliance 2.01 2.16 2.79 2.87 7.46 8

7 Spice 1.98 2.03 2.75 2.70 2.53 2

8 MTNL 2.02 2.1 2.80 2.79 3.96 2

9 BPL 1.31 1.29 1.82 1.71 -1.53 1

TOTAL 72.12 75.29 100.00 100.00

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Market challengers

1. Vodafone2. BSNL

Followers1. Idea2. Reliance

Nichers1. Aircel2. Docomo

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Competitive Strengths

Businesses

Bharti Tele-Ventures current businesses include -

Mobile services

Fixed-line

National and international long distance services

VSAT, Internet services and network solutions

Broadband services with DSL and Wi-Fi network .

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Bharti Tele-Ventures believes that the following elements will contribute

to the Company's success as an integrated telecommunication services

provider in India and will provide the Company with a solid foundation

to execute its business strategy:

Nationwide Footprint

Focus on industry trends and capitalize on new

telecommunications-related business opportunities.

The strong brand name recognition and a reputation.

The Company's strong relationships with international strategic andfinancial investors.

t t

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eas or ro uct eve opment more

than other network

Provide vast range of products

Should try to Focus more on Rural marketing

Should try to focus more on Advertisement's

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Conclusion

The conclusion is that AIRTELsAdvertisement has a major impact on

its users.

AIRTEL had created a very good image on the mind of the new users

of cellular service. AIRTEL is successful in capturing the highest

market share by adopting Celebrity Endorsement .

Strategies Adopted by Airtel :-

Supply chain , Market division, Department of products ,

Vast Product Range , Mind Blowing Advertisements.

But in students it isnt a popular one because there isnt much

attracting schemes and offers for the youth .

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