REPORT ON

BHARTI AIRTEL LIMITED

Submitted to

Prof. A. Nag

Submitted By

Vivek Kumar Gupta (05_F1_129)

Mohd. Imran (05_F1_113)

Institute of marketing and

management

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CONTENT
S
Acknowledgment
3
Executive
Summary
4
Introduction
5
Objectives
8
Methodology
8
Primary Data
Sources
Secondary Data
Sources

Analysis

SWOT Analysis
12
BCG Matrix
16
Porter Model
17
Ansoff matrix
18

Environmental
Analysis
19
Competitors
Analysis
21
Findings
25
Recommendation
s
26
Bibliography
27
References
27

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ACKNOWLEDGEMENT
There are many people who have
been of enormously help in the
preparation of this Project on
Housing Finance In India, we are
specially thankful to Dr. A. Nag,
faculty at Institute of Marketing
and Management who have
given us this opportunity to
undertake this project.

We are thankful to all our friends

giving their remarkable
contribution and special thanks to
our faculty in charge, Dr A. Nag
who not only explained the topics
very well but all have thrown a
good insight at the practical
aspect too.

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EXECUTIVE SUMMARY

This report on Bharti Airtel is done

to findout certain objective
regarding the strategic approach
Adopted by Airtel to stand strongly
in the competitive telecom market.
Airtels marketing strategies are
analyses using various models like
SWOT analysis, BCG Matrix,
Ansoffs matrix, porters five forces
etc.

The outcomes of these models are

properly analyzed to find out the
various aspects like companies
position and competitors position
in the market.

This report on Airtel not just give

description about the company but
it also talks about the various
marketing strategy adopted by the
company.
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.

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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. Bharti
Tele-Ventures provides end-to-end data and
enterprise services to corporate customers by
leveraging its nationwide fibre-optic backbone,
last mile connectivity in fixed-line and mobile
circles, VSATs, ISP and international bandwidth
access through the gateways and landing station.
All of Bharti Tele-Ventures' services are provided
under the Airtel brand.
As of September 2005, Bharti Tele-Ventures was
the only company to provide mobile services in all
23 telecom circles in India.
By the end of October 2005, Bharti Tele-Ventures
was serving more than 14.74 million GSM mobile
subscribers and 1.10 million broadband and
telephone (fixed line) customers.
The equity shares of Bharti Tele-Ventures are
currently listed on the National

Stock Exchange of India Ltd (NSE) and the Stock

Exchange, Mumbai (BSE). As of September 30,
2005, the main shareholders of Bharti TeleVentures were:

Bharti Telecom Ltd (45.65%), a subsidiary of

Bharti Enterprises; Singapore
Telecom (15.69%), through its investment division
Pastel Ltd; and, Warburg Pincus (5.65%), through
its investment company Brentwood Investment
Holdings Ltd). Other shareholders with more than
a 1% stake were: Citi Group Global Markets
Mauritius Pvt Ltd (2.99%); Europacific Growth
Fund (2.04%); Morgan
Stanley & Co International Ltd (1.93%); CLSA
Merchant Bankers Ltd A/C Calyon
(1.33%); Life Insurance Corporation of India
(1.34%); and, The Growth Fund of America Inc
(1.11%).
Sunil Bharti Mittal, the founder-chairman of Bharti
Enterprises (which owns
Airtel), is today, the most celebrated face of the
telecom sector in India. He symbolises the adage
that success comes to those who dream big and
then work assiduously to deliver it. Sunil Bharti
Mittal began his journey manufacturing spare
parts for bicycles in the late 1970s. His strong
entrepreneurial instincts gave him a unique flair
for sensing new business opportunities. In the
early years, Bharti established itself as a supplier
of basic telecom equipment. His true calling came
in the mid 1990s when the government opened
up the sector and allowed private players to
provide telecom services.
Bharti Enterprises accepted every opportunity
provided by this new policy to evolve into India's
largest telecommunications company and one of
India's most respected brands. Airtel was

launched in 1995 in Delhi. In the ensuing years,

as

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the Airtel network expanded to several parts of India, the brand came to
symbolise the very essence of mobile services.

Product
Airtel provides a host of voice and data products and services, including highspeed GPRS services. Airtel also offers a wide array of 'postpaid' and 'prepaid'
mobile offers, with a range of tariff plans that target different segments. A
comprehensive range of value-added, customised services are part of the unique
package from Airtel. The company's products reflect a desire to constantly
innovate. Some of these are reflected in the fact that Airtel was the first to
develop a 'single integrated billing system'

Airtel comes to you from Bharti Airtel Limited - a part of the biggest private
integrated telecom conglomerate, Bharti Enterprises. Bharti is the leading cellular
service provider, with an all India footprint covering all 23 telecom circles of the
country. It has over 21 million satisfied customers. Bharti Enterprises has been at
the forefront of technology and has revolutionized telecommunications with its
world class products and services. Established in 1976, Bharti has been a
pioneering force in the telecom sector with many firsts and innovations to its
credit. Bharti has many joint ventures with world leaders like Singtel (Singapore

Telecom); Warburg Pincus, USA; Telia, Sweden; Asian infrastructure find,

Mauritius; International Finance Corporation, USA and New York Life
International, USA. Bharti provides a range of telecom services, which include
Cellular, Basic, Internet and recently introduced National Long Distance. Bharti
also manufactures and exports telephone terminals and cordless phones. Apart
from being the largest manufacturer of telephone instruments in India, it is also
the first company to export its products to the USA.

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. And
in 2003, it received the Voice & Data Award for being 'India's largest cellular
service provider', amongst others.

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As part of its continuing expansion, Airtel has invested over Rs. 1,065 billion in
creating a new telecom infrastructure. In 2003/04, Bharti Tele-Ventures earned a
gross profit of Rs. 16 billion on revenues of Rs. 50 billion.

Corporate Structure

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OBJECTIVE
The Indian communications scenario has transformed into a multiplayer, multi
product market with varied market size and segments. Within the basic phone
service the value chain has split into domestic/local calls, long distance players,
and international long distance players. Apart from having to cope with the
change in structure and culture (government to corporate), Airtel has had to gear
itself to meet competition in various segments basic services, long
distance(LD), International Long Distance (ILD), and Internet Service Provision

(ISP).It has forayed into mobile service provision as well.

Objective of study are:

What marketing strategies the Airtel is implementing to defend and increase the
market share.

To find who are the competitors of the Airtel and the market shares of the
competitors and what strategies Airtel is implementing to beat its competitors.

To find out how Airtel react to the technology changes in the communications
sector,

METHODOLOGY

PRIMARY DATA SOURCES

Observation method, and Experiment

SECONDARY SOURCE

Internet

Newspaper Magazines

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Others

AIRTEL ENTERPRISE SERVICES

The Company is a part of Bharti Enterprises, and is India's leading provider of
telecommunications services. The businesses at Bharti Airtel have been
structured into three individual strategic business units (SBUs) - mobile services,
broadband & telephone services (B&T) & enterprise services. 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 90
cities. The Enterprise services group has two sub-units - carriers (long distance
services) and services to corporate. All these services are provided under the

Airtel brand. Its include

Voice Services

Mobile Services
Satellite Services
Managed Data & Internet Services
Managed e-Business Services

Voice Services

Bharti Airtel became the first private fixed-line service provider in India. It is now
promoted under the Airtel brand. Recently, the Government opened the fixed-line

industry to unlimited competition. Airtel has subsequently started providing fixedline services in the four circles of Delhi, Haryana, Madhya Pradesh, Karnataka,
Tamil Nadu & UP (West).
Airtel Enterprise Services believes that these circles have high
telecommunications potential, especially for carrying Voice & Data traffic. These
circles were strategically selected so as to provide synergies with Airtels long
distance network and Airtels extensive mobile network.
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

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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. Its fast, reliable
and gives you unlimited Internet access.

Mobile Services

Airtels mobile footprint extends across the country in 21 telecom circles. Its
service standards compare with the very best in the world. In fact, thats how
Bharti has managed to win the trust of millions of customers and makes it one of
the top 5 operators in the world, in terms of service and subscriber base.

The company has several Firsts to its credit:

The First to launch full roaming service on pre-paid in the country.
The First to launch 32K SIM cards.
The First in Asia to deploy the multi band feature in a wireless network for
efficient usage of spectrum.
The First to deploy Voice Quality Enhancers to improve voice quality and
acoustics.
The First telecom company in the world to receive the ISO 9001:2000
certification from British Standards Institute

Satellite Services

Airtel Enterprise Services provides you connectivity where ever you take your
business Our Satellite Services bring you the benefits of access in remote
locations. Airtel Enterprise Services is a leading provider of broadband IP satellite
services and DAMA/PAMA services in India. Our solutions support audio, video
and voice applications on demand.

Satellite Services include :

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PAMA/DAMA

BIT - Internet

VPN

Satellite based IPLCs for redundancy reasons

Managed Data & Internet Services

Airtel Enterprise Services brings you a comprehensive suite of data technologies.

So we are able to support all types of networks and ensure our customers can
migrate their network to the future seamlessly. Our Managed Data & Internet
services make our customers future proof.

Managed Data & Internet Services include :

MPLS

ATM

FR

Internet

IPLC

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Leased Lines

Customised Solutions

International Managed Services

Metro Ethernet

Managed e-Business Services

Airtel Enterpirse Services, offers an internationally benchmaked, carrier class

hosting, storage and business continuity services.

A range of services that help to keep your business running the way you want24x7. Thanks to our world-class high tech Data Centres.
Managed e-Business Services include :

Co-lo: Dedicated and Shared

BCRS Services

Web hosting

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ANALYSIS

SWOT ANALYSIS

Following is the SWOT Analysis for AIRTEL

STRENGTH

Very focused on
telecom.
Leadership in
fast growing

cellular
segment.

other than
VSNL, that has
an
international
submarine
cable.

The fastexpanding
IPLC market.

Pan-India
footprint.

Latest
technology and
low cost
advantage.

The only Indian

operator,

Huge market.

WEAKNESS

Price
Competition from
BSNL and MTNL

Untapped Rural
market

Competition
from other
cellular and
mobile
operaters.

Saturation
point in Basic
telephony
service

OPPORTUNITIES

THREATS

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STRENGTH
VERY FOCUSED ON TELECOM Bharti Airtel is largely focused on the telecom,
around 93% of the total revenue comes from telecom(Total telecom revenue Rs
3,326).

LEADERSHIP IN FAST GROWING CELLULAR SEGMENT Airtel is holding

leadership position in cellular market.. Bharti Airtel is one of India's leading
private sector providers of telecommunications services based on an aggregate
of 27,239,757 customers as on August 31, 2006, consisting of 25,648,686 GSM
mobile and 1,591,071 broadband & telephone customers.

PAN INDIA FOOTPRINT Airtel offers the most expansive roaming network.
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. in 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.

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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 this part is covered by BSNL so indirectly Airtel is loosing revenue from
the rural sector.

OPPORTUNITIES

THE FAST EXTENDING IPLC MARKET An 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. The number of cities, towns and villages it has covered already works to

its advantage as putting more base stations for cellular coverage in these areas
comes with negligible marginal cost. Besides such cost advantages, it has also
other cost advantages for the latest cellular technology. As a late entrant into the
cellular market, it has dual advantage of latest technology with modern features,
unlike other private cellular operators who started their service more than 4-5
years back and low capital cost due to advantages of large scale buying of
cellular switch/equipment.

HUGE MARKETThe cellular telephony market is presently expanding at a

phenomenal / whopping __ rate every year and there is still vast scope for Airtel
to enter /expand in this market. Besides there is a vast rural segment where the
cellular services have not made much headway and

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many customers are looking towards Airtel for providing the service to them.
With its wide and extensive presence even in the remotest areas, Airtel poised
to gain a big market share in this segment when it expands cellular services into
the rural areas.

THREATS

COMPETITION FROM OTHER CELLULAR It is time for BSNL to

improve/expand its cellular services. Fierce and cut-throat competition is already
in place with the markets ever abuzz with several tariff reductions and
announcement of attractive packages, trying to grab most of the mind share of
the king - the consumer, whose benefits are increasing with passing of
everyday. If BSNL is not innovative and agile, its cellular service will be a flop. It
needs to be proactive with attractive packaging, pricing and marketing policies
lest its presence in the market be treated with disdain by the private cellular
companies. The launch of WLL services by Reliance Infocomm has aggravated
the situation.

MARKET MATURITY IN BASIC TELEPHONY SEGMENT Although Airtel

entered in the basic telephony market its a biggest there for the company as the
basic telephony market has reached

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BCG MATRIX

HIGH
STARS
QUESTIONMARKS

LEASED
ISP

PRIVATE
CELLULAR SERVICE

CIRCUIT

GROWTH %

COWS
DOGS

LOW
BASIC TELEPHONE

(Fixed Line)

HIGH
LOW

RELATIVE MARKET SHARE

BCG Matrix is used to find out the relative growth prospects of the product line.
Within the Airtel product line leased, private, circuit are among star.

Airtel is going to have a submarine cable between Singapore and Chennai with
the collaboration of singtel. This wills airtel to maintain its position in IPLC
market. Right in India only VSNL have such cables.

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ANSOFF MATRIX

MARKET
PRODUCT
PENETRATION
DEVELOPMENT
ENTERED IN
IPLC PRODUCTS
BROADBAND AND

FIXED LINE MARKET

MARKET
DIVERSIFICATION
DEVELOPMENT

LOOKING FOR
OUTSOURCING
OVERSEAS MARKET

To portray alternative
corporate growth
strategies, Igor Ansoff
conceptualized a matrix
that focused on the firms
present and potential
products and markets /
customers. He called the
four product-market
strategic alternatives

market penetration
[existing market +
existing product],
market development
[existing product + new
market],
product development
[existing market + new
product], and
Diversification [new
product + new market].
The company should
follow all four strategies
depending on the
demand and product as
indicated in the matrix.
The company perhaps
needs to focus more on
the comparatively

neglected area of
diversification.

MARKET
PENETRATION: Airtel
entered in broadband
and fixed phone line
market.

PRODUCT
DEVELOPMENT: IPLC
products
MARKET
DEVELOPMENT: Airtel
is now looking for
overseas market.
Company has already
make his presence in
Nigeria and Seychelles

DIVERSIFICATION :
Airtel has now outsourcing
sum of its services like
customer services with
IBM

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INDUSTRY STRUCTURE PORTERS MODEL

The industry structure has become relatively unfavorable
compared to earlier monopolistic times

The earlier pattern used to be that the national telecom

company used to own every segment of the value chain till the
international gateway. With liberalization there was competition
in virtually every segment. 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.

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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
organizations 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. A near

environment analysis indicates that the
competitors are becoming active resource
rivals (political and financial) apart from
applying pressures as customer rivals .
The customer has, needless to say,
benefited from increased choice from
within the communications services basket
itself.

CORE COMPETENCE

Airtel core competencies are sales &

promotions and as of now Airtel is leading
brand in mobile services in India. Airte
have three big personality Viz. Sachin
Tendulkar , Shahrukh Khan and music
maestro A. R. Rahman for endorsing there
product and services currently Airtel is
outsourcing there no competence function
and try to fully concentrate on his core
competency that is sales promotion.

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ANNEXURE

Subscriber
Base as on 31
July 2005 ( in
millions)

Market

Fixed
Mobile

Total
share

st

(%age)

Private
6.43

47.33
53.76
50.24

Operators

PSU Operators
40.74

12.50
53.24
49.76

Total
47.17

59.83
107.00
100

[Link].
Service
Providers

Subscribers
Market Share

(in millions)

(% age)

1
BSNL
36.8
78.02

2
MTNL
3.94
8.35

3
Tata
3.23
6.85

4
Reliance
1.86
3.94

5
Bharti
0.97
2.06

6
HFCL
0.21
0.44

7
Shyam
0.16
0.34

All India

47.17
100

OPERATOR WISE
SUBSCRIBER BASE
OF FIXED SERVICES
& THEIR MARKET
SHARE

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[Link].
Service
Subscribers
Market

Providers
(in millions)

Share

(% age)

1
Bharti
12.79
21.38

Reliance
12.15
20.31

3
BSNL
11.16
18.65

4
Hutch
8.85
14.80

5
IDEA
5.73
9.58

6
BPL
2.7
4.51

7
Aircel
1.94

3.24

8
Tata
1.61
2.69

9
Spice
1.49
2.49

10
MTNL
1.33
2.22

11
HFCL
0.06
0.10

12
Shyam
0.02
0.03

All India
59.83
100

OPERATOR WISE SUBSCRIBER BASE OF MOBILE SERVICES & THEIR MARKET SHARE

[Link].
Service Provider
Subscriber
Market

(in millions)

Share

(% age)

1
BSNL
47.96
44.82

2
Reliance
14.01
13.09

3
Bharti
13.76
12.86

4
Hutch

8.85
8.27

5
IDEA
5.73
5.36

6
MTNL
5.27
4.93

7
Tata
4.84
4.52

8
BPL
2.7
2.52

9
Aircel
1.94
1.82

10
Spice
1.49
1.39

11
HFCL
0.27
0.25

12
Shyam
0.18
0.17

All India

107

100

OPERATOR WISE TOTAL SUBSCRIBER BASE OF MOBILE AND FIXED TELECOM SERVICES AND THEIR

MARKET SHARE AS ON JULY 2005

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GROWTH PATTERN OF MOBILE AND FIXED SUBSCRIBERS OF PSUS AND PRIVATE

OPERATORS FOR THE LAST SEVEN YEAR

Nov. 05
Dec 05

Jan. 06
TOTAL SUBSCRIBERS
119.9 Mn
123.85Mn

129.82 Mn
TELE DENSITY
11.00
11.43

12.00
FIXED LINE
48.47Mn
48.93 Mn

49.21 Mn
ADDITION DURING THE MONTH
0.28 Mn
0.46 Mn

0.28 Mn

MOBILE
71.46Mn
75.92 Mn

80.61 Mn
ADDITION DURING THE MONTH
3.51Mn
4.46 Mn

4.69 Mn
GSM ADDITION
2.32 Mn
3.19 Mn

3.52Mn
CDMA ADDITION
1.18Mn
1.17Mn

1.17Mn
India telecom stats

Source : TRAI

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Factsheet [Bharti Airtel Limited]

Proportionate Revenue

Rs. 117,255 million (year ended March 31, 2006-Audited) Rs. 81,558 million (year ended
March 31, 2005-Audited)

As per Indian GAAP Accounts

Proportionate EBITDA

Rs.

42,250

million (year ended March 31,

2006-Audited)

Rs. 30,658 million (year ended March 31, 2005-Audited)

As per Indian GAAP Accounts

Shares in Issue

1,895,241,565 as at June 30, 2006

Listings

The
Stock
Exchange,

Mumbai
(BSE)
The National Stock Exchange of India Limited (NSE)

Market

Capitalisation

Customer Base

25,648,686 GSM mobile and 1,591,071 broadband & telephone (fixed line)
customers (Status as at month ended August 31, 2006)
Operational Network
Provides GSM mobile services in all the 23 telecom circles in India, and was the
first private operator to have an all India presence. Provides broadband (DSL)
and telephone services (fixed line) in 92 cities in India.

FINDINGS
Strategic allianceThe company has a strategic alliance with SingTel. The
investment made by SingTel is one of the largest investments made in the world
outside Singapore in the company. The company also has a

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strategic alliance with Vodafone. The investment made by Vodafone in

Bharti is one of the largest single foreign investments made in the Indian telecom
[Link] companys mobile network equipment partners include
Ericsson and Nokia. In the case of the broadband and telephone services and
enterprise services (carriers), equipment suppliers include Siemens, Nortel,
Corning, among others. The Company also has an information technology
alliance with IBM for its group-wide information technology requirements and with
Nortel for call center technology requirements.

OutsourcingThe call center operations for the mobile services have been
outsourced to IBM Daksh, Hinduja TMT, Teletech & Mphasis.

Overseas [Link] is looking for overseas market and already atarted

operation in Nigeria and Seychelles.

CompetitionAirtel is facing strong competion from MTNL and BSNL inspite of

the fact they are far away from airtel technologically but but these two have a
inside rach in rural and urban area and have low tariff rates.

Brand Ambassador Airtel have strong brand ambassador, Sachin tendulcar,

Shahrukh khan and A . R. rehman to promote there product and services.

Leader in Telecom market Airtel is holding a position of Market Leader by

having 21 percent of the total market share.

RECOMMENDATIONS
After the complete analysis of entire STUDY we put forward a set of
recommendations which are a follows:

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PRICING Depending on the market conditions / competition from cellular or wllmobile service providers and also to suit local conditions, there should be flexible
pricing mechanism (either at central or local level).

IMPROVEMENT IN TECHNOLOGY Airtel should immediately shift to third

generation switches by replacing its c-dot switches. This will improve the quality
of service to desired level and provide simultaneous integration with the
nationwide network. The special distribution of the transmission towers should be
increased to avoid no signal pockets

ESTABLISHMENT OF DISTRIBUTION CHANNELS Airtel should

establish widespread and conspicuous distribution to match that of the
competitors. The distribution network shall make the product visible and available
at convenient locations.

UNTAPPED RURAL MARKET Large part of Indian rural market is still untapped
therefore airtel is required to bring that area under mobility.

BIBLIOGRAPHY

IPCL International Private Leased Circuit

BSNL Bhart Sanchar Nigam Ltd

MTNL Mahanagar Telephone Nigam Ltd
TRAI Telephone Regulatory Authority Of India

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REFERENCE

[Link].
com [Link]
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