strategymanagementairteltelecom-131109131638-phpapp02

7/25/2019 strategymanagementairteltelecom-131109131638-phpapp02

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BHARTI AIRTEL(GSM MOBILE SERVICES)

STRATEGIC MANAGEMENTTERM PAPER

Sumit Srivastava Cohort 7 Learn Team 12 B


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Company Background

E!a"#$%&d $n ' "y Sun$# B%ar!$ M$!!a#* curr&n!#y !%&C%a$rman and M+ o, A$r!

T&com g$an! B%ar!$ A$r! $ !%& -ag%$p company o, B%ar!$En!&rpr$&

B%ar!$ A$r! L$m$!&d* (common#y kno.n a A$r!)* $ Ind$a/#arg&! $n!&gra!&d and !%& 0r! pr$1a!& !&com &r1$c&pro1$d&r .$!% &r1$c& $n a## !%& !&com c$rc#&

B%ar!$ A$r! $ !ruc!ur&d $n!o !%r&& !ra!&g$c "u$n& un$!

2 Mo"$#& &r1$c&* T&m&d$a &r1$c&* En!&rpr$& &r1$c& and+$g$!a# TV &r1$c&3

T%& mo"$#& "u$n& pro1$d& mo"$#& 4 05&d .$r&&r1$c& u$ng GSM !&c%no#ogy

* This study is based on the Airtel Mobile Services only


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Targ&! Mark&!()

A$r! %a !.o ma6or cu!om&r &gm&n! (d&mograp%$ca##y)$n !%& mo"$#& !&p%ony &r1$c&7

S!ud&n! and young pro,&$ona# .%o u& !%& pr&pa$d&r1$c& (u& con1&n$&n! r&c%arg&8#oad)

Pr&m$um and upp&r m$dd#& c#a cu!om&r* .%o 1a#u&!$m& and %a1& !%& pay$ng capac$!y9 T%&y ar& mo!#y po!2pa$d u&r ("$##&d on a mon!%#y "a$)

A$r! %a mo"$#& &r1$c& $n a## !%& !&com c$rc#& $n Ind$a

(g&ograp%$ca##y)9 T%& conc&n!ra!$on $ mo!#y $n ur"an andu"2ur"an ar&a .%&r& mo"$#& u&r ar& mor&)


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Comp&!$!$on

A$r! $ !%& mark&! #&ad&r $n GSM mo"$#& &r1$c&O!%&r k&y p#ay&r a#ong .$!% !%& p&rc&n!ag& mark&! %ar&%a "&&n %o.n $n !%& !a"#& and p$& c%ar!3 "o.

B%ar!$ A$r!: ;=

I+EA: '?=

BSNL: '=

A$rc: '@=

O!%&r: 8!&com2compan$&2mark&!2%ar&9%!m#

TelecomCompany

No ofSubscribers

B%ar!$ A$r! ''*?*

Voda,on& '>>*'>>*@'

I+EA >'*'>

BSNL @*?;;*;'

A$rc *''*??'

O!%&r >*';*'


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PEST Ana#y$8Dac!or

ECONOMC !"CTO#S

Da!&! Gro.$ng S&c!or CAGR ;;= (;@@;2@)Tar$F ra!& d&c#$n$ng $nc&!%& y&ar ;@@@

+&c#$n$ng ARP "u!$ncr&a$ng u"cr$"&r "a&

TEC$NOLO%C"L!"CTO#S

&2comm&rc& por!a#R4+ dr$1&n $ndu!ryIn!roduc!$on o, n&.&rproduc!8 &r1$c&8 p#anG* >G and %$g% p&&d"road"and $n !%& mark&!

&OLTC"L !"CTO#S

R&gu#a!ory "od$& +oT 4TRAIMo"$#& num"&r por!a"$#$!y$n!roduc&d $n anuary ;@''

Lack o, Tranpar&ncy $nSp&c!rum 4 L$c&n&A##oca!$on

SOC"L !"CTO#S

Cu!om&r no!$onr&gard$ng "rand and !a!uym"o#Co! ,ac!or $ ma6orconc&rn !o cu!om&r L$k& and d$#$k& o, a

!&&nag&r and adu#! no! !%&am&


6/24

Por!&r/ Dorc& Ana#y$

n'ustry

#ivalry

$%$

Threat ofNe(Entrants

$%$

Bar)ainin)po(er of

Buyers

$%$

Bar)ainin)po(er ofSuppliers

$%$

Threat ofSubstitutes

$%$

A p&r !%& Por!&r/ ,orc& !udy* !%& Ind$anT&com Indu!ry $ $i)hly *nattractive


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S!ra!&g$c Map

A$r! $ good $n Jua#$!y "u! %a ra!$1y %$g%&r pr$c& (%&nc& #o.&rcor&)BSNL %a #&a! pr$c& ("&$ng go1&rnm&n! d$1$$on)* "u! #ack !%& ca##Jua#$!yVoda,on& and A$rc ar& pr$c&d a! $m$#ar #&1 "u! d$F&r $n ca## Jua#$!y

Call +uality

&rice

H$g%

M&d$um

Lo.

H$g%M&d$umLo.


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S!ra!&g$c Map

A$r! %a u"!an!$a# n&!.ork co1&rag&* "u! a! a %$g%&r pr$c&BSNL %a %$g%&! n&!.ork co1&rag& and #&a! pr$c&A$rc %a #o.&! n&!.ork co1&rag& and m&d$um #&1 pr$c&

Net(or, Covera)e

&rice

H$g%M&d$umLo.

H$g%

M&d$um

Lo.


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S!ra!&g$c Map

A$r! $ con$d&r&d !%& "&! "rand .$!% %$g% no o,produc!8&r1$c&8p#an oF&r&dBSNL #ack !%& "rand $mag& and $ 1&ry #o. on !%& no o, &r1$c&8p#anoF&r&d

Id&a and A$rc #$& $n !%& m&d$um rang&* #o.&r !%an Voda,on& and A$r!

Bran' ma)e

&ro'uct O-erin)s

H$g%

M&d$um

Lo.

H$g%M&d$umLo.


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S!ra!&g$c Map

A$r! and Voda,on& pro1$d& !%& "&! cu!om&r &r1$c&* .$!% #arg& no o,ou!#&!Id&a %a go! %$g%&r r&ac% !%an A$rc .$!% $m$#ar cu!om&r &r1$c&

BSNL $ #o. on "o!% cu!om&r &r1$c& and r&ac%

#each . No of Outlets

Customer Services

H$g%

M&d$um

Lo.

H$g%M&d$umLo.


11/24

K&y Succ& Dac!or

T%& k&y ucc& ,ac!or ,or !%& $ndu!ry ar& a "o.7

Pr$c& (T%r&%o#d)

Cu!om&r S&r1$c&

Brand Imag&

N&!.ork Co1&rag&

Ca## ua#$!y

R&ac%8No o, ou!#&!

Produc! OF&r$ng3

* This includes value added features like international roaming" internationalcalling" #$G services" %lack%erry and i&hone connection and services etc


12/24

Comp&!$!$1& Ma!r$5

/ey Success!actors

0ei)hta)e

"irtelo'afon

eE" BSNL "ircel

N&!.ork Co1&rag& ;= < >

Ca## ua#$!y ;= < ? ? ?

Produc! OF&r$ng '= < ?

Brand Imag& '= < ? > ? R&ac% 8 No9 o,Ou!#&!

'@= < ? ; >

Cu!om&r S&r1$c& = <

Pr$c& = ? ?

Scor& '@@=


13/24

Tr$ang#& Mod

/ey Success!actors

Pr$c&

Cu!om&r S&r1$c&Brand Imag&N&!.ork Co1&rag&Ca## ua#$!yR&ac%8No o, ou!#&!Produc! OF&r$ng

CoreCompetencies

Sa#& 4 Promo!$on

Brand Imag&Mark&! S%ar&R&ourc& a1a$#a"$#$!yProduc! Jua#$!y

alue&roposition

ua#$!y* Va#u&*Con$!&ncy andR$a"$#$!y Any.%&r&* Any!$m&

ision . Mission


14/24

Ladd&r Mod

'9 Mark&!S%ar&

;9 +$!r$"u!$on9 Brand

'9 Inno1a!$1&pr$c$ng

'9 N&!.orkIn,ra!ruc!ur&

;9 +$!r$"u!$on

'9 Cu!om&rS&r1$c&

'9 Mark&!L&ad&r

;9 Produc!Inno1a!$on

'9 Ba$c 1o$c&and da!a&r1$c&

'9 N&!.orkCo1&rag&

;9 Produc!OF&r$ng

'9 Mark&!S%ar&

;9 +$!r$"u!$ony!&m

'9 BrandImag&

;9 Produc! 4VAS9 R4+

capa"$#$!y

R&ourc&

Incomp&!&ncy

Comp&!&nc$&

P&r$p%&ra#Comp9

S!ra!&g$c

Comp9

T%r&%o#dComp9

+$!$nc!$1&Comp9

Comp9Ad1an!ag&

Su!a$na"#&Comp9

Ad1an!ag&


15/24

V$$on* M$$on* Va#u&

By ;@' A$r! .$## "&!%& mo! #o1&d

"rand* &nr$c%$ng !%&

#$1& o, m$##$on

SON

& a! A$r! a#.ay

!%$nk $n ,r&% and$nno1a!$1& .ay

a"ou! !%& n&&d o,our cu!om&r and

%o. .& .an! !%&m !o,& & d$1&r .%a!.& prom$& and goou! o, our .ay !o

d$g%! !%& cu!om&r.$!% a #$!!#& "$! mor&

MSSON

Empo.&r$ng P&op#&B&$ng D#&5$"#&Mak$ng $! Happ&nOp&nn& and!ranpar&ncyCr&a!$ng Po$!$1&Impac!

"L*ES


16/24

13 ncrease Mar,et Share4Con!$nu& !o gro. a! a %$g%&rra!& (>;9'= $n ;@'@2'') !%an!%& $ndu!ry gro.!% ra!& (=)!o ma$n!a$n mark&! #&ad&r%$p

23 ivi'en's for Sharehol'ers4Pay progr&$1& d$1$d&nd !o!%& %ar& %o#d&r (>*>;

N&!.ork Co1&rag& '@= >

Ca## ua#$!y '@= < ?

Produc! OF&r$ng = < G $n!roduc!$onO Lo. rura#p&n&!ra!$onO> m Comm&rc&

16&an n'ia 5%

serviceS18S58O1926ntro'uce :% in all tier 1cities S18 S28 S58 O2956#ural sector (ith tele6'ensity of only 553;< S18S:8 O59:6alue a''e' services

li,e mobile (allet an'international SMetcS28S58O:9

' Impro1& !%&$n,ra!ruc!ur& $n ord&r !ouppor! !&c%n$ca#&n%anc&m&n! ('* O'*O;); Inno1a!& !o r&duc&pr$c& ,or rura# &5pan$on

(;* O)

T' Incr&a&dcomp&!$!$on

T; R&gu#a!ory Iu&T Vu#n&ra"$#$!y !o

r&c&$onT> Mo"$#& num"&r

' Impro1& !$m& !omark&! !o %and#& gro.$ngcomp&!$!$on (S* S* T'); Incr&a& n&!.orkco1&rag& !o uppor! MNP(S* T>)

' R&duc& pr$c& !o ma!c%!%& comp&!$!or (T'* '); Ma$n!a$n cord$a#ra!$on .$!% !%&go1&rnm&n! (T;) Impro1& $n,ra!ruc!ur&

$n ord&r !o r&!a$ncu!om&r no! !o mo1&

T$#E"TS

O&&O#T*NTES

ST#EN%T$S 0E"/NESSES


20/24

Op!$on D$#!&r

S!ra!&g$cOp!$on

Long T&rmO"6&c!$1&

Va#u&Propo$!$o

n

Organ$a!$ona# Capa"$#$!y

M$$on 8Va#u&

To!a#Scor&

@= @= @= '@=

G E5pan$on < GIn!roduc!$on

> ? ?9@

Rura#P&n&!ra!$on < 9

Va#u& Add&dS&r1$c&

<


21/24

13 #ural &enetration4T%& !&com rura#

p&n&!ra!$on a! 9


22/24

T&com Hou& Dram&.ork

Core Competencies

ision . Mission . alues

alue &roposition

Competitive "'vanta)e

Sustainable %ro(th

Mar,etLea'ership

N&.S

&r1$c

$k&

m2com

m

&rc&

Mo

d&rn

N&

!.ork

EJu

$pm&n

!

Inno

1a

!$on

$nVASH

$g%

N&!.ork

Co1&ra

g&

H$g%

p&

&d

da!a

&r1

$c&

BrandIm

ag&

+$

!r$"

u!$

on

N&

!.or

k

T&c

%no

#ogyan

dR

4+

C

ompany

/

S

!r&ng!%

4

C

apa"$#$!$

&

Indu!ry

Succ&

Dac!or

Con!$nuo

u

Gro.!%


23/24

R&,&r&nc&B%ar!$ A$r! Annua# R&por! ;@'@ ;@''

%!!p788...9a$r!$n

%!!p788...9a$r!$n8.p8.cm8conn&c!8a"ou!"%ar!$a$r!B%ar!$A$r!In1&!orRa!$on8CompanyPro0#&8PGQCompanyQPro0#&coun!ry!a"'

%!!p788$n1&!orc#u"9"#ogpo!9com8;@''8@>8!&com2compan$&2mark&!2%ar&9%!m#

%!!p788...9mark&!$ng!&ac%&r9com8.o!8"%ar!$2a$r!.o!9%!m#

%!!p788...90nanc$a#&5pr&9com8n&.8"%ar!$2a$r!ay2J>2$nd$a2arpu2drop2';8


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THANK UO

Date post:	26-Feb-2018
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