2. INTRODUCTION
ļ¶Airtel was Established in 1985, Bharti (Airtel) has been a
pioneering force in the Telecom Sector.
ļ¶Airtel comes to you from Bharti Airtel Limited,Indiaās largest
integrated and the first private telecom services provider with
a footprint in all the 23 telecom circles.
ļ¶The businesses at Bharti Airtel have been structured into
four individual strategic business units (SBUās)- Mobile
Services, Airtel Telemedia Services, Enterprise Services&
Digital TV Services.
3. ļ¶Bharti Airtel is one of India's leading private
sector providers of telecommunications services
based on an aggregate of 66,689,943 customers.
ļ¶Approx 64,370,434 GSM mobile subscribers.
ļ¶Approx 2,319,509 Bharti Telemedia subscribers.
ļ¶ Bharti has recently entered into retail business as
Bharti Retail Pvt. Ltd.
4. FACT SHEET
ļ¶Name : Bharti Airtel Limited
ļ¶ Business Description : Provides mobile, telemedia
services (fixed line) and enterprise services (carriers&
services to corporates)
ļ¶Established : July 07, 1995, as a Public Limited
Company
ļ¶Listings : The Stock Exchange, Mumbai (BSE),
The National Stock Exchange of India Limited (NSE).
5. ļ¶Operational Network : Provides GSM mobile
services in all the 23 telecom circles in India,
and was the first private operator to have an all
India presence.
ļ¶Provides telemedia services (fixed line) in 94
cities in India.
9. HIGHLIGHTS
ļBharti Airtel and MERCEDES AMG PETRONAS
announce Race Partnership for 2012 Formula One
airtel Indian Grand Prix
ļBharti Airtel launches Cloud Enablement Platform
powered by HP
ļBharti Airtel bags Adam Smith Award 2012 for
Highly Commended āBest in Class Benchmarkingā
10. ļ'Airtel Rising Stars' to bring alive young
India's soccer dreams
ļAirtel brings the 4G revolution to
Bangalore
11. DIRECTOR PROFILE
Sunil Bharti Mittal is the chairman and
group managing director of Bharti Tele-
Ventures.He is a graduate of Punjab
University and completed the
owner/president management program
at Harvard Business School in 1999.
Sunil started his career at a young age
of 18 after graduating from Punjab
University in India and founded Bharti,
with a modest capital, in the year
1976. Today, at 54 he heads a
successful enterprise, amongst the top 5
in India, with a market capitalization of
over US$ 40 billion and employing over
30,000 people.
12. KEY MILESTONE
ļIn 1983, Mittal was in an agreement with Germany's Siemens to
manufacture push-button telephone models for the Indian market.
ļIn 1986, 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.
ļBy the early 1990s, Sunil Mittal had also launched the country's
first fax machines and its first cordless telephones.
ļ In 1992, Mittal won a bid to build a cellular phone network in
Delhi.
ļ In 1995, Mittal incorporated the cellular operations as Bharti
Tele-Ventures and launched service in Delhi.
13. ļIn 1996, cellular service was extended to Himachal Pradesh.
ļ In 1999, Bharti Enterprises acquired control of JT Holdings, and
extended cellular operations to Karnataka and Andhra Pradesh.
ļIn 2000, Bharti acquired control of Skycell Communications, in
Chennai.
ļIn 2001, the company acquired control of Spice Cell in Calcutta.
Bharti Enterprises went public
ļIn 2002, and the company was listed on Bombay Stock
Exchange and National Stock Exchange of India.
ļIn 2003, the cellular phone operations were rebranded under the
single Airtel brand.
14. ļIn 2004, Bharti acquired control of Hexacom and
entered Rajasthan.
ļIn 2005, Bharti extended its network to Andaman and
Nicobar. This expansion allowed it to offer voice services
all across India.
ļ In 2009, Airtel launched its first international mobile
network in Sri Lanka.
ļ In 2010, Airtel acquired the African operations of the
Kuwait based ZainTelecom.
ļIn March 2012,Airtel launched a mobile operation in
Rwanda.
Today, Airtel is the largest cellular service provider in India
and the third largest in the world.
15. PARTNERS
ļThe company has a strategic alliance with
SingTel.
ļThe companyās mobile network equipment
partners are Ericsson and Nokia.
ļIn the case of the broadband and telephone
services and enterprise services(carriers),
equipment suppliers include Siemens, Nortel,
Corning, among others.
16. VISION & PROMISE
-To be globally admired for telecom services that
delight customers
-bench marked by more business
-first private telecommunication company to launch
long distance services.
17. MISSION
Customer service focus
ļcompany will meet the mobile communication needs
of his customers through Error- free service delivery
ļInnovative products and services
ļEmpowered employees
ļCost efficiency
ļUnified Messaging Solutions
18. DISTRIBUTION
Company
Franchisee Distributor
Dealer Dealer
Customer Customer
19. MARKETING ANALYSIS
MARKETING ANALYSIS In the mind of the consumer,
Airtel Services should provide following features:
ļ Easy Billing
ļStrong Market Coverage
ļCredit Limit
ļLong Distance Calling Facility
ļ Best Value Plan
ļ Widest Roaming ā National & International
ļ Easy Payment Option- Anytime & Anywhere
20. SITUATIONAL ANALYSIS
SITUATIONAL ANALYSIS Some uncontrollable situational
factors that are faced by the Airtel are as follows,
Price : Although the Customer of Airtel is very high but when we
talk about the price, Airtel has to make a strong strategy for
price.
Competition :Competition in market is very high. New
Companies are entering in the market like Aircel , MTS etc. They
are offering best service at competitive price .
Geographical factors: Airtel service didnāt reach in all villages
yet. In Village , People are using BSNL service so Airtel has a
chance to grow in village on the basis of their best service
quality.
21. CORPORATE RESPONSIBILITY
corporate Responsibility at Bharti Airtel
ļTo be responsive to the needs of our customers
ļTo trust and respect our employees
ļTo continuously improve our services innovatively and
expeditiously
ļTo be transparent and sensitive in our dealings with all
stakeholder
22. TARGET MARKET SEGMENT
Airtel has targeted the premium and upper middle class.
The rationale behind it is that only those segments
should be targeted who value time and have the paying
capacity. It Is also planning to target the business
tourists during their stay in the capital.
23. POSITIONING
The product is sought to be positioned as a business
efficiency tool, a lifestyle revolution and a status
symbol. The emphasis is to remove misconception
that the cell phone is an expensive means of
communication and drive home the point that the cell
phone is actually a day-to-day utility.
24.
25. STRENGTHS
ā¢ Very focused on telecom.
ā¢ Leader in fast growing cellular segment.
ā¢ Highly skilled workforce.
ā¢ The only Indian operator, other than VSNL, that has
an international submarine cable
26. WEAKNESS
ā¢ Price competition from BSNL and MTNL losing
lead on technical expertise.
ā¢Too much dependence on domestic market