Telecommunication industry is one of the most important sectors for the development

of the country. Spread of telecommunication in the internal areas of the country is important
for the development of the country. It is a necessity in most peoples lives and has come a
long way since its commencement. A thorough study on the global & Indian
telecommunication industries was done. We are now able to communicate with one another
with such ease, blind to hinderances such as distance. This included the three major players
in the Indian market, Airtel, Virgin Mobile & Reliance Communication.
The competition between the companies is really getting vigorous. The tariff rates are
getting more and more attractive for the customers . Everyday we come across a new and a
redefining tariff rate by one company or the other. Prepaid markets of all companies are
increasing. New companies like Tata DOCOMO have introduced one second pulse calls
which has increased price competitiveness.
The Telecommunication industry is awaiting a number of changes in the near future
such as teleconferencing, live television on the move and the much awaited 3G technology.
Major companies like the ones we have studied have brought about new innovations in this
field. It is still a fast growing industry with new developments made at every step. Studying
this industry opened our eyes to various aspects involved. We understood the magnitude of its
growth and how important it is for the prospects of our country.
Airtel
Airtel is a brand of telecommunication services in India and Sri Lanka owned and
operated by Bharti Airtel. It is the largest cellular service provider in India in terms of number
of subscribers. Services are offered under the brand name Airtel: Mobile Services
(using GSM Technology), Broadband &

Telephone

Services

(Fixed

line,

Internet

Connectivity(DSL) and Leased Line).

Airtel was founded by Sunil Bharti Mittal, a graduate from Ludhiana (Punjab).Established in
1985, Bharti has been a pioneering force in the telecom sector with many firsts and
innovations to its credit, ranging from being the first mobile service in Delhi, first private
basic telephone service provider in the country, first Indian company to provide
comprehensive telecom services outside India in Seychelles and first private sector service
provider to launch National Long Distance Services in India. Bharti Tele-Ventures Limited
was incorporated on July 7, 1995 for promoting investments in telecommunications services.

Its subsidiaries operate telecom services across India. Company shares are listed on The
Stock Exchange, Mumbai (BSE) and The National Stock Exchange of India Limited (NSE).

Airtel comes from Bharti Airtel Limited, Indias 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 the course of the telecom
sector in the country with its world class products and services

BHARTI AIRTELS MISSION AND VISION AND CORE

VALUES

Vision 2010

By 2010 Airtel will be the most admired brand in India:

Loved by more customers
Targeted by top talent
Benchmarked by more businesses

Vision 2020

To build India's finest business conglomerate by 2020

Supporting education of underprivileged children through Bharti Foundation

Strategic Intent:
To create a conglomerate of the future by bringing about Big Transformations
through Brave Actions.

Mission

We at Airtel always think in fresh and innovative ways about the needs of our
customers and how we want them to feel. We deliver what we promise and go out of
our way to delight the customer with a little bit more

Core Values

Empowering People - to do their best

Being Flexible - to adapt to the changing environment and evolving customer needs

Making it Happen - by striving to change the status quo, innovate and energize new
ideas with a strong passion and entrepreneurial spirit

Openness and transparency - with an innate desire to do good

Creating Positive Impact with a desire to create a meaningful difference in society.

your assignment is to choose a company to study and obtain enough info about
the company to carry out the foll instructions:1.give a short note the company
profile ,
history ,evolution etc (no products) (2 sides)2. identify the mission and cision and
major
long term and major short term goals of the company (0.5 side)3. do a preliminry
analysis
of the internal strengths and weaknesses and the threats and oppertunities that
it faces in ts
environment (swot with diagram) (2 sides) 4. as a top level manager, design the
strategies
that you think the company should pursue (diagrams optional) (2 sides)
Following is the SWOT Analysis for RELIANCE

Strength

Low Entry Cost

Commission Structure
Fast Activation Process
Network
Connectivity
Data GPRS

Weakness

Branding Image
Distribution problem
Limited product portfolio- Only
Mobile
Lack of Competitive Strength
Limited Budget

Opportunity

Preference of GSM over CDMA

New Specialist application
Rural Telephony
New Market, Vertical, Horizontal
Competitors` Vulnerabilities

Threat

Political destabilization.
New Entrants
IT Development
Market Demand
Seasonality,Weather Effects

Strategy
Airtel offers a wide range of offers for its customers, As competition in the telecom arena
intensified, service providers took new initiatives to attract customers. Prominent among
these were celebrity endorsements, loyalty rewards, discount coupons, business solutions
and talk time schemes. The most important consumer segments in the cellular industry were
the youth segment and the business class segment. The youth
segment was the largest and fastest growing segment and was therefore targeted most heavily
by cellular service providers. Bharti Tele-Ventures adopted celebrity endorsement as its chief
promotional strategy. By 2004 it emerged the unprecedented leader commanding the largest
market share in the cellular service market. (Refer Exhibit II). Vodafone implemented the
celebrity endorsement strategy partially, relying primarily on its creative advertising for the
promotion of its brand. BSNL, on the other hand, attracted the consumer through its low cost
schemes. Being a state owned player, BSNL could cover rural areas, and this helped it
increase its subscriber base.