Marketing strategy of bharti airtel assignment
Marketing strategy of bharti airtel assignment
SWOT analysis of Airtel helps to find out the weak points of the company and to find out the way to overcome this problem. Similarly with the help of Ansoff matrix it can be finding that what are the different strategic options available to the company under the different market condition. and to find the answer that why company is looking for overseas market like Nigeria and Seychelles. Uploaded for www. projectsparadise. com 4 INTRODUCTION (Company overview) Incorporated on July 7, 1995, Bharti Airtel Ltd is a division of Bharti Enterprises.
The businesses of Bharti Airtel are structured into two main strategic groups – Mobility and Infotel. The Mobility business provides GSM mobile services in all 23 telecommunications circles in India, while the Infotel business group provides telephone services and Internet access over DSL in 15 circles. The company complements its mobile, broadband, and telephone services with national and international long-distance services. The company also has a submarine cable landing station at Chennai, which connects the submarine cable connecting Chennai and Singapore.
Airtel’s journey to leadership began in Delhi in 1995. Since then, Airtel has established itself across India in sixteen states covering a population of over 600 million people. Airtel will soon cover the entire country through a process of acquisitions and green field projects. With a presence in over 1, 400 towns, Airtel today has the largest network capacity in the country. In the last nine years Airtel has achieved many firsts and unique records: it was the first to launch nationwide roaming operations, it was the first to cross the one million and the five million customer marks.
It was also the first to launch services overseas. There are other ‘ firsts’ credited to Airtel – many of them in the area of innovative products and services. Today, Airtel innovates in almost everything that it presents to the market. An excellent example is Easy Charge – India’s first paperless electronic recharging facility for prepaid customers. As evidence of its fine record, Airtel has also been conferred with numerous awards. It won the prestigious Techies Award for ‘ being the best cellular services provider’ for four consecutive years between 1997 and 2000 – a record that is still unmatched.
Airtel Enterprise Services, India’s premium telecommunication service, brings to you a whole new experience in telephony. From integrated telephone services for Enterprises and small business enterprises to user-friendly plans for Broadband Internet Services (DSL), we bring innovative, cost-effective, comprehensive and multi-product solutions to cater to all your telecom and data needs. Voice – Product Portfolio Airtel Enterprise Services telephone services go beyond basic telephony to offer our users a whole host of Value Added Services as well as premium add-ons.
Each telephone connection from Airtel Enterprise Services is backed by a superior fibre-optic backbone for enhanced reliability and quality telephony. Few Uploaded for www. projectsparadise. com 9 of the Value Added Services offered are Calling Line Identification, Three Party Conferencing, Dynamic Lock, Hunting Numbers, and Parallel Ringing etc. Airtel Enterprise Services Voice Services provide Free Dial-up Internet access that is bundled along with your Telephone connection from Airtel. It’s fast, reliable and gives you unlimited Internet access. Mobile Services
Letting you roam anywhere in India with its Pan-India presence, and trot across the globe with International Roaming spread in over 240 networks. The mobile services group provides GSM mobile services across India in 23 telecom circles, while the B&T business group provides broadband & telephone services in 92 cities. ??? THE ONLY OPERATOR IN INDIA OTHER THAN VSNL HAVING INTERNATIONAL SUBMARINE CABLES. Airtel, the monopoly breaker shattered the Telecom monopoly in the International Long Distance space with the launch of International Submarine cable Network i2i jointly with Singapore Telecommunications Ltd. n the year 2002. This has brought a huge value to the IPLC customers, delivering them an option besides the incumbent carrier, to connect to the outside world. Uploaded for www. projectsparadise. com 14 WEAKNESS ??? Price Competition from BSNL and MTNL. Airtel is tough competition from the operators like BSNL nd MTNL as these two operators are offering services at a low rate. ??? Untapped Rural market. Although Airtel have strong Presence throughout the country but still they are far away from the Indian rural part and generally his part is covered by BSNL so indirectly Airtel is loosing revenue from the rural sector. OPPORTUNITIES ??? THE FAST EXTENDING IPLC MARKETAn IPLC (international private leased circuit) is a point-to-point private line used by an organization to communicate between offices that are geographically dispersedthroughout the world. An IPLC can be used for Internet access, business data exchange, video conferencing, and any other form of telecommunication. Airtel Enterprise Services and SingTel jointly provide IPLCs on the Network i2i.
The Landing Station in Singapore is managed by SingTel and by Airtel in Chennai (India). Each Landing Station has Power Feeding Equipment, Submarine Line Terminating Equipment and SDH system to power the cable, add wavelengths and convert the STM-64 output to STM-1 data streams respectively. ??? LATEST TECHNOLOGY AND LOW COST ADVANTAGEThe costs of introducing cellular services for Airtel are marginal in nature, as it needs only to augment its cellular switch/equipment capacity and increase the number of base stations.
There are companies that provide local connectivity, those that function as long distance carriers, and those that provide only gateway links. Some integrated players operate in all segments. The intensity of competitive pressures across the chain is reflected in the downward spiral being witnessed in tariffs and prices to customer. The value chain for cellular mobile service and Internet Service Providers (other than cable based net connections) are similar in as much as the calls reach the destination through similar local loop, long distance and international gateway. Uploaded for www. projectsparadise. com 9 ENVIRONMENTAL ANALYSIS It is a systematic examination of all 3 levels of the environment with at least three purposes: ??? Detecting important economic, social, cultural, environmental, health, technological, and political trends, situations, and events ??? Identifying the potential opportunities and threats for the institution implied by these trends, situations, and events ??? ? Gaining an accurate understanding of your organization’s strengths and limitations STEEP refers to changes in the social, technological, economic, environmental, and political sectors that affect organizations directly and indirectly.
A STEEP analysis of the macro environment indicates that economic (a phone call being a cheaper way to stay in touch than outstation travel for example) and social factors (working outside the home town) have forced the pace of utilization of technology (Public Call Offices, mobile phones, networked companies). Increasing customer awareness has raised expectations and vocal demands are being articulated for consumer rights; such political factors have in turn impacted the competitive environment by way of entry of private players, independent regulation, and a policy framework tilted towards a ‘ level playing field’ for new entrants.