This essay is going to analyse and discuss the various marketing tools- also referred as strategic management tools. I’ll be discussing Ansoff matrix and SWOT analysis just to demonstrate the competitive advantage and the strategies involved in making the Strategic business unit successful in its market sector. I’m taking BHARTI AIRTEL LIMITED , an Indian multinational telecommunications services company,one of the most innovative company in India with a market share of 27.66% (Bafna , 2012), to give more explanation about this model and to show how it helps the company to enhance their business strategies.
This business analysis tool gives the information about the company’s markets and their products. Through this we can clearly analyse the company’s growth and strategies .This is a 2*2 (4 cells) matrix with markets on the y axis and products and services on the x-axis.
It’s all about how a strategic business unit (SBU) / organisation / company tries to achieve growth with the existing products within the existing market to improvise its market share.
Expanding the business into new markets with the current existing products. Expanding can even be exploring new geographic regions.
Developing new products for the existing markets like new features or better quality .
Entering into new markets with developing new products. (Proctor,2008)
ANSOFF MATRIX FOR AIRTEL
| existing products
| existing market
| telecommunications,Mobile phones,Broadband,Fixed lines,3G services,4G services,Smart drive
| IPLC(International private leased circuit) Services, (Airtel , n.d.)Airtel Television(Via Set up boxes),low cost Tablets from beetel(a unit of bharti enterprises ltd),Airtel Money (Airtel , n.d.)
| new market
| Airtel sri lanka,Airtel bangla,Airtel Vodafone,Airtel Africa(17 African countries)
| Outsourcing Customer services with IBM
Market penetration for airtel would be executed as they are updating its customers with low cost plans than the existing market sector of airtel . Exclusive smartdrive application for airtel customers gives all the information about the present traffic situation and helps to plan the journey accordingly. It has also developed Network Experience Center (Biswas, 2012) to be online which would provide end to end customer experience and even monitor its standard network elements o n Airtel’s operations. New developments in the broadband products focusing majorly on the data speed(3G and 4G Networks).
Airtel has already expanded its telecommunication business in other parts of the world. It has overseas operations across 20 countries(Bafna,2012) and planning to expand more into South Asia and other parts of the world. Bharti Airtel Ltd recently announced that it has entered into a definitive agreement with the Warid Group to fully acquire Warid Telecom Uganda(Abu Dhabi Group) in an all cash deal.(Economictimes , 2013)
Airtel Managed Business IPLC (MBIC) service overcomes the challenges related to high Capex (normally associated with traditional IPLC services) and provides a cost effective service, attributable to its billing as per usage and minutes commitment....
References: Sen.a & Mishra.p., (2013)., Indian IT firms eye Airtel’s IBM outsourcing contract ., Retrieved on 2013 from
Shinde,r. ., (2012) ., Bharti Airtel reports weakness in average revenue despite healthy subscriber addition., Retrieved on 2013 from http://articles.economictimes.indiatimes.com/2012-05-02/news/31538591_1_subscriber-addition-paise-revenue
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