Airtel : Strategic Management

2009
Submitted by
Dipti Ranjan Mohanty (14)
Kiranjyoti Mahasuar (19)
Saphallya Mishra (45)
Saumya Ranjan Swain (47)
Sk. Mosharaf Hussain (52)
12/22/2009
Strategic Management
Assignment on Airtel
2
Contents
Sl.
No
Topic Page
1 An Overview of Telecom
Industry
3-7
2 An Overview of Company and Its
Competitive Positioning
8-25
3 Key Operational Strategy 26-34
4 Key Promotional and
Communication Strategy
35-40
5 Strategies to beat the
Competition
40-41
6 Conclusions 41-42
7 References 42-43
3
Chapter I: An Overview of Telecom Industry
1. Introduction
The telecommunications industry is a system of switches and lines that interconnect to provide
communication between multiple parties. Today, the telecommunications industry includes local
telephone service, long distance telephone service, wireless telephone service, paging service,
Internet service, Voice over Internet Protocol (VoIP), and a wide array of other competitive
products and services. All of these different methods of communication operate through
networks forming a global telecommunications industry.
1.1. Global Scenario of Telecom industry
World telecom industry is an uprising industry proceeding towards a goal of achieving two third
of the world’s telecom connections. Over the past few years information and communications
technology has changed in a dramatic manner and as a result of that world telecom industry is
going to be a booming industry. Substantial economic growth and mounting population enable
the rapid growth of this industry.
1.1.1. World Telecom Industry
The world telecom industry is expected to rise with CAGR of 11 % at the end of 2010. The giant
global players such as AT & T, Vodafone, SBC Communications, BELL South, Qwest
Communications are in the race to achieve the expected growth be the no.1. these companies are
working on telecommunications fields like broadband technologies, EDGE ( Enhanced Data
rates for Global Evolution) technologies,... [continues]

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