ORGANISATION STUDY ATBHARAT SANCHAR NIGAM LIMITED
INDUSTRY PROFILE India is today one of the largest telecom markets in the world, with anaddition of more than 18 million subscribers every month. Telecom sector hascontinued to emerge as the prime engine of economic growth, contributing tonearly 2% of the Indian GDP. The history of telephone services in India foundits beginning when a 50-line manual telephone exchange was commissioned inKolkata in the year 1882 in less than five years after Alexander Graham Bellinvented the telephone. Today India has the worlds second-largest mobilephone users with over 903 million as of January 2012. The industry is expected to reach a size of344,921 Crores (US$ 68.81 billion) by 2012 at a growth rate of over 26 percent, and generate employment opportunities for about 10 million peopleduring the same period.Trends in the Industry: Rise in Cloud Computing. One Nation, One License Policy. Digitization of Cable TV. Smart devices and Digital content.
COMPANY PROFILE FROM P&T TO DoT FROM DoT TO BSNL Bharat Sanchar Nigam Ltd. formed in October, 2000,is Worlds 7th largest Telecommunications Companyproviding comprehensive range of telecom services in India:Wire line, CDMA mobile, GSM Mobile, Internet,Broadband, Carrier service, MPLS-VPN, VSAT, VoIPservices, IN Services etc. Within a span of five years it hasbecome one of the largest public sector units in India. BSNL has installed Quality Telecom Network in thecountry and now focusing on improving it, expanding thenetwork, introducing new telecom services with ICTapplications in villages and wining customers confidence.
VISION,MISSION & OBJECTIVESVISIONTo become the largest telecom Service Provider in Asia.MISSIONTo provide world class State-of-art technology telecom services to its customers ondemand at competitive prices.OBJECTIVES To be a Lead Telecom Services Provider. To provide quality and reliable fixed telecom service. To provide mobile telephone service of high quality. To provide point of interconnection to other service provider. To facilitate R & D activity in the country.
ORGANISATION STRUCTURECorporate structure of BSNL Board consists of CMD & Five full timeDirectors Human Resource Development (HRD), Planning & New Services,Productions & Operations, Finance and Commercial & Marketing, whomanages the entire gamut of BSNL operations. There are five other Directorsin the full Board of BSNL.CMD (Chairman & Managing Director) – Shri Rakesh Kumar UpadhyayDirector – Consumer Fixed Access (CFA) – Shri.N.K.GuptaDirector (Finance) – Shri KCGK PillaiDirector (HRD) & (Enterprise)- Shri A.N.RaiGovernment Director – Shri Shahbaz Ali
Setup CMD 5 Full Time CGMs Directors 5 Other Directors23 Circle 4 4 T&D ALTTC CGMs Telecom Project Telecom Region CGM CGM CGMs CGMs GM TDM TD DGM Divisional Engineer Sub Divisional Engineer JTO
DEPARTMENT ORGANISATION STRUCTURENote: BSNL doesn’t follow line & staff structure; it follows onlysimple line structure the orders are given by the hierarchy &superiors & it should be followed by the subordinates.
AUTHORITY & RESPONSIBILTY RELATIONSHIP• Board of Directors• Government Director• General Manager• Deputy General Managers• Senior Manager and Chief Manager• Supervisors
FUNCTIONAL AREASFINANCE DEPARTMENTBSNL, the largest Public Sector Undertaking of theNation, is certainly on a financial ground thats sound.The Company has a net worth of Rs. 88,634 crores ,authorised equity capital of Rs. 10,000 crores , Paid upEquity Share Capital of Rs. 5,000 crores & Revenues isRs. 35,812 crores in 2008-09.(Note: 1 US $ = 50.9500 INR as on 31-03-2009)
Revenue Revenue earned by BSNL during last five yearsAssetsBharat Sanchar Nigam Limited has got net fixed assets valuing more than Rs.54,321 Crores (US $ 10.67 billion), which are in the form of Land, BuildingsCables, Apparatus & Plants etc. as on 31.03.2009.
MARKETING DEPARTMENT This department is adopting these strategies. Intangibility Perishability Inseparability Variability (Heterogeneity)The service marketing mix of BSNL In addition to the four P’s.,BSNL is stating three P’s for their service. People Physical evidence Process
PRODUCTION & OPERATIONS DEPARTMENTThis sector is mainly intended for developing software packages.The functions of this department are: Launching of packages for BSNL Telegram booking Cash management All India MIS i.e. Management Information System Fleet management
HUMAN RESOURCE DEPARTMENTThis department is mainly intended for all the administrativepolicies related to the organization. It includes human resourcemanagement consist of recruitment, selection, training etc.Human resource in an organization is concerned with the creationof harmonious working relationships among its participants andbringing about utmost individual development. This departmentis formulated for all the personnel policies related with theorganization and also coordinating all the functions of theemployees or staff.
PLANNING DEPARTMENT Network Planning Equipment PlanningIMPCS (Cell One Mobile Service) DEPARTMENT India’s fastest growing cellular service, along withpost-paid and prepaid service bring cellular telephony to themasses, through innovative technology strategic pricing. Thisambitious service uses state-of-the-art GSM technology to attainglobal excellence and leadership in business.
INFORMATION TECHNOLOGY DEPARTMENTIT is making the entire plethora of BSNLs telecom servicesexpand and being rapidly implemented as the backbone forrunning customer-friendly services:• FRS, DQ, IVRS and billing systems are already operational at BSNL.• DOTSOFT, an integrated commercial being inducted countrywide, to provide single window convenience.• Telephone Directory on CD ROM and on the internet.• Infrastructure, technology and expertise for full service support to e-commerce enterprises.
SWOT ANALYSISSTRENGTHS Own service network, which is the largest in the country. Total telecom service provider. Transparency in billing. Highly qualified and experienced technical/managerial staff. Huge existing customer base. Most trusted brand in the industry. Excellent infrastructure for training & development of employees.WEAKNESS Centralized decision-making system which brings about procedural delays. Under-developed franchisee network. Overstaffed departments. Lack of employee engagement initiatives. Poor marketing strategy.
OPPORTUNITIES• Market growing at approx. 20lakhs customers per month.• Untouched international market.• Concentrating on increasing rural tele-density.• Technologies like NGN, 3G, WiMAX etc., will open up new frontiers of business.• Optimal utilization of slack resources.THREATS• Number of operators increasing per circle. Hence, more competition from private operators.• ARPUs going down.• Cost/customer is very high in rural areas.• Landline segment in the maturity stage of its market lifecycle.
PROBLEM IDENTIFICATION, SOLUTIONPROBLEMS INDENTIFIED: The employees are facing the burden of work overload. I was assigned as a part of internship program to visit villages to identify the major problem regarding network associated. The company cannot upgrade its technology; it has to take orders from hierarchy.SOLUTION: The company can provide job rotation so that the employees are motivated and can learn. The company can install their towers where there is no network coverage. The company should upgrade the technology time to time to compete with the competitors.
OBSERVATIONS, SUGGESTIONS & CONCLUSIONMAJOR FINDINGS The employees are happy & satisfied with the benefits provided by BSNL. Some of the employees are bored & dissatisfied by doing the repeated work. Most of the employees thinks that they are rewarded based on the productivity. The employees provides their opinion & suggestions. The employees are very much satisfied with the training given to them. The fixed scheduled meeting held by the Manager helps the employees to speak out their problems. Most employees are very loyal to the company.SUGGESTIONS Employees feel that the given time to complete a specific work is not sufficient. It creates increased workload. New employees & trainees should be given adequate time to learn.
Contd. Provide canteen at subsidised rate for the employees. HR Department should take necessary steps & provide recreational facilities Manager is required to sit with the workers & team to figure out the problems & requirements of the employees to restrict the future problems. A Thank giving note with the salary slips of employees will motivate the employees.CONCLUSIONThe Conclusion which I have derived from this study is as follows: Operational Efficiency The services provided by the BSNL are of best quality & at reasonable cost. The company is benchmark service provider in India. Huge chunk of the profits is kept as reserve & surplus. The workers are committed to their work duty. The firm’s commitment towards quality is worth appreciating. The name of the company is recognized by people because of the continuousimprovement of its performance. The overall performance of the company is aboveaverage.
QUESTIONNAIREQuestionnaire for Satisfaction level of Retailers towards BSNL Mobile ServicesQ1. Are you dealing in services / products offered by BSNL?a. Yesb. NoQ2. Reason for association with BSNL ?a. Marginb. Promotional Schemesc. Demandd. Dealer relationshipe. Credit Policyf. It’s Service Qualityg. Other ReasonsQ3. Reason why you are not dealing in services offered by BSNL?a. Credit Policyb. Promotional Material Not Supplied on Timec. Schemes are not conveyed on timed. Supply of product is not propere. don’t Wish to SpecifyQ4. Does the company give proper response to your queries?a. Yesb. NoQ5. Have you ever faced problems related to the Services of BSNL?a. Alwaysb. Sometimec. NeverQ6. Does the problems was resolved by the retailers support desk?a. Yesb. NoQ7. How do you rate the customer schemes of the company?a. Highly Satisfactoryb. Satisfactoryc. Averaged. Dissatisfactorye. Highly DissatisfactoryQ8. Does the retailer support desk identifies the retailer’s problems effectivelyand solve them in proper time?a. Yesb. NoQ9. Do the company executives visit your shop regularly to convey schemes?a. Yesb. No
Q10. How do you rate the schemes delivered to the retailers?a. Highly Satisfactoryb. Satisfactoryc. Averaged. Dissatisfactorye. Highly DissatisfactoryQ11. How do you rate the retailer’s support of the company?a. Highly Satisfactoryb. Satisfactoryc. Averaged. Dissatisfactorye. Highly DissatisfactoryQ12. How do you rate the margin in BSNL services?a. Highly Satisfactoryb. Satisfactoryc. Averaged. Dissatisfactorye. Highly DissatisfactoryQ13. How do you rate retailer grievance handling mechanism of the company?a. Highly Satisfactoryb. Satisfactoryc. Averaged. Dissatisfactorye. Highly DissatisfactoryQ14. Does customers are happy when their problems are solved by the retailers support desk?a. Yesb. NoQ15. How do you rate the Credit facilities provided by BSNL?a. Highly Satisfactoryb. Satisfactoryc. Averaged. Dissatisfactorye. Highly DissatisfactoryQ16. How do you rate the Discount offered by BSNL on bulk purchase?a. Highly Satisfactoryb. Satisfactoryc. Averaged. Dissatisfactorye. Highly DissatisfactoryQ17. How do you rate the Brand Pull of BSNL?a. Highly Satisfactoryb. Satisfactoryc. Averaged. Dissatisfactorye. Highly DissatisfactoryQ18. How much time does it take for delivery of BSNL SIM Cards / Vouchers after ordering?a. 6-12 Hoursb. 1 to 2 Daysc. 2 to 7 Daysd. More than7 DaysQ19. How do you rate the payment norms of BSNL?a. Highly Satisfactoryb. Satisfactoryc. Averaged. Dissatisfactorye. Highly DissatisfactoryQ20. Rate your overall satisfaction with the services offered by BSNL to retailers?a. Highly Satisfactoryb. Satisfactoryc. Averaged. Dissatisfactorye. Highly Dissatisfactory
BIBLIOGRAPHYBOOKS:Kotler Philip & Keller Kevin Lane, “Marketing Management”Twelfth Edition 2006.WEBSITES:• www.goodreads.com• www.bsnl.co.in• www.cellone.co.in• www.bharatsancharnigam.com• www.wikipedia.com• www.scribd.com