Bharti Airtel Case Study

Table of Contents

1. EXECUTIVE SUMMARY

2. INTRODUCTION

3. OBJECTIVE

4. METHODOLOGY

a. Primary Data Source

b. Secondary Data Source

5. AIRTEL ENTERPRISE SERVICES

6. ANALYSIS

a. SWOT Analysis

b. BCG Matrix

c. Ansoff Matrix

d. Porter Model

e. Environmental Analysis

f. Pest Analysis

7. FINDINGS

8. RECOMMENDATIONS

EXECUTIVE SUMMARY

This report on Bharti Airtel is done to find out certain objective regarding the strategic approach Adopted by Airtel to stand strongly in the competitive telecom market. Airtel's marketing strategies are analyses using various models like SWOT analysis, BCG Matrix, Ansoff's matrix, porter's 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 South Africa, Nigeria and Seychelles.

INTRODUCTION

BHARTI ENTERPRISES

Sunil Bharti Mittal founded the Bharti Group. In 1983, Sunil Mittal was into an agreement with Germany's Siemens to manufacture the company's push-button telephone models for the Indian market. In 1986, Sunil Bharti Mittal incorporated Bharti Telecom Limited (BTL) and his company became the first in India to offer push-button telephones, establishing the basis of Bharti Enterprises. This first-mover advantage allowed Sunil Mittal to expand his manufacturing capacity elsewhere in the telecommunications market. By the early 1990s, Sunil Mittal had also launched the country's first fax machines and its first cordless telephones. In 1992, Sunil Mittal won a bid to build a cellular phone network in Delhi. In 1995, Sunil Mittal incorporated the cellular operations as Bharti Tele-Ventures and launched service in Delhi. In 1996, cellular service was extended to Himachal Pradesh. In 1999, Bharti Enterprises acquired control of JT Holdings, and extended cellular operations to Karnataka and Andhra Pradesh. In 2000, Bharti acquired control of Skycell Communications, in Chennai. In 2001, the company acquired control of Spice Cell in Calcutta. Bharti Enterprises went public in 2002, and the company was listed on Mumbai Stock Exchange and National Stock Exchange of India. In 2003, the cellular phone operations were rebranded under the single Airtel brand.

In 2009, Airtel launched its first international mobile network in Sri Lanka. In 2010, Airtel began operating in Bangladesh and 16 African countries.Today, Airtel is the largest cellular service provider in India and fifth largest in the world.

BHATI AIRTEL

Bharti Airtel, formerly known as Bharti Tele-Ventures Limited (BTVL) is India's largest and world's third largest cellular service provider with more than 82 million subscribers as of December 2008. It also offers fixed line services and broadband services.

SingTel owns over 30% of the Bharti Telecom. Vodafone is also a shareholder of Airtel with 4% of the shares. Thus making it a sister company of the brand

The Bharti Group has a diverse business portfolio and has created global brands in the telecommunication sector. Bharti has recently forayed into retail business as Bharti Retail Pvt. Ltd. under a MoU with Wal-Mart for the cash & carry business. It has successfully launched an international venture with EL Rothschild Group to export fresh agric - products exclusively to markets in Europe and USA and has launched Bharti AXA Life Insurance Company Ltd under a joint venture with AXA, world leader in financial protection and wealth management.

We are one of world's leading providers of telecommunication services with presence in all the 22 licensed jurisdictions (also known as Telecom Circles) in India, and operations in Srilanka, Bangladesh and in Africa. We served an aggregate of 194.8 million customers as of September 30, 2010; of whom 187.7 million subscribe to our GSM services and 3.2 million use our Telemedia Services either for voice and/or broadband access delivered through DSL. We are the largest wireless service provider in India, based on the number of customers as of September 30, 2010. We offer an integrated suite of telecom solutions to our enterprise customers, in addition to providing long distance connectivity both nationally and internationally. We also offer DTH and IPTV Services. All these services are rendered under a unified brand "Airtel".

The company also deploys, owns and manages passive infrastructure pertaining to telecom operations under its subsidiary Bharti Infratel Limited. Bharti Infratel owns 42% of Indus Towers Limited. Bharti Infratel and Indus Towers are the two top providers of passive infrastructure services in India.

CORPORATE STRUCTURE

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,