Table of Contents
1. 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, PEST analysis, Critical Success Factors and Porter’s five forces. 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 PEST analysis 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.
Bharti Airtel is India’s 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 Airtel, incorporated on July 7, 1995 is the flagship company of Bharti Enterprises. The Bharti Group has a diverse business portfolio and has created global brands in the telecommunication sector. Bharti Airtel is Asia’s leading integrated telecom services provider with operations in India and Sri Lanka. Bharti Airtel has been at the forefront of the telecom revolution and has transformed the sector with its world-class services built on leading edge technologies. The businesses at Bharti Airtel have been structured into three individual strategic business units (SBU’s) - Mobile Services, Airtel Telemedia Services & Enterprise Services. The mobile business provides mobile & fixed wireless services using GSM technology across 23 telecom circles while the Airtel Telemedia Services business offers broadband & telephone services in 95 cities and has recently launched India's best Direct-to-Home (DTH) service, Airtel digital TV. The Enterprise services provide end-to-end telecom solutions to corporate customers and national & international long distance services to carriers. All these services are provided under the Airtel brand. Airtel's high-speed optic fibre network currently spans over 90,205 kms covering all the major cities in the country.
Bharti Airtel has clearly defined vision, mission, corporate values and goals as given below.
By 2010 Airtel will be the most admired brand in India:
“Loved by more customers
Targeted by top talent
Benchmarked by more businesses.”
“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”
2.3 CORPORATE VALUES
These Values are:
1. To be responsive to the needs of our customers.
2. To trust and respect our employees.
3. To continuously improve our services – innovatively and expeditiously. 4. To be transparent and sensitive in our dealings with all stakeholders.
2.4 ORGANIZATIONAL GOALS
➢ The deliverance of industry best return on investment to the share holders of the company, and financial market recognition as the highest valued mobile communication Perrier in Srilanka. ➢ The achievement of leadership in term of management practices, internal strengths, competitive resilience and quality of empowered resources, through adaptation of best practices and the active pursuit in new business in...