MARKETING MANAGEMENT PROJECT
BHARAT SANCHAR NIGAM LIMITED (BSNL)
ARINDA MANDAL (ROLL NO.:-11202134)
ABHINAV SRIVASTAVA (ROLL NO.:-11202135)
PRITHI RAJ CHAKRABORTY (ROLL NO.:-11202136)
MUNLINA SATPATHY (ROLL NO.:-11202137)
* Market Position Of BSNL
* Competitors Of BSNL
* Objective Of BSNL
* Marketing Strategy Of BSNL
* Application Of Porter’s Generic Strategy
* Porter’s Five Forces Related To BSNL
* SWOT Analysis Of BSNL
* BCG Matrix Of BSNL
* Value Chain Delivery
* Customer Satisfaction
* Business Environment
* Brand Equity
* Market Research Questionnaire
Bharat Sanchar Nigam Ltd (BSNL), the corporate version of erstwhile DOT, came to existence on 1st October 2000. Ever since the formation of BSNL, the Indian telecommunications scenario has been transforming itself into a multi-player, multi-product market with varied market sizes and segments. Within the basic phone service the value chain has split into Basic services, long distance players, and international long distance players. It is a state-owned telecommunications company headquartered in New Delhi, India. BSNL is one of the largest Indian cellular service providers, with over 87.1 million subscribers as of April 2011, and the largest land line telephone provider in India. However, in recent years the company's revenue and market share plunged into heavy losses due to intense competition in Indian telecommunications sector. BSNL is India's oldest and largest communication service provider (CSP). It had a customer base of 90 million as of June 2008. It has footprints throughout India except for the metropolitan cities of Mumbai and New Delhi, which are managed by Mahanagar Telephone Nigam Limited (MTNL). As of June 30, 2010, BSNL had a customer base of 27.45 million wireline and 72.69 million wireless subscribers.
Present Market Position
To understand and suggest – how strategic management can help BSNL – the first thing is to understand the Telecom industry environment and the stakeholders involved. Apart from having to cope with the change in structure and culture (government to corporate), BSNL has had to gear itself to meet competition in various segments – basic services, long distance (LD), and International Long Distance (ILD), and Internet Service Provision (ISP), and Mobile services. With the advent of competition the private operators have been impacting the strategic matrix by influencing regulatory bodies, adopting intelligent media strategies, and by targeting the creamy layer of customers. While, political control over the public sector remains a contentious strategic issue in the country; with the formation of a company, the internal strategy of the BSNL board will be of gaining considerable autonomy. Labour unions are powerful internal stakeholders, as are the middle managers/ other staff that have the primary responsibility for customer care. The following stakeholders diagram gives an insight about the changing telecom industry environment for BSNL.
About BSNL Competitors
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 they have so far deployed around 23,000 km of optical fiber cables across the country, coupled with approximately 1,500 nodes, and presence in around200 locations. The group has a total customer base of 6.45 million, of which 5.86 million are mobile and 588,000 fixed line customers, as of January 31,2004. In mobile, Bharti ’s footprint extends across 15 circles. Bharti Tele-Ventures' strategic...