Strategy Analysis on BSNL. Bharat Sanchar Nigam Limited (abbreviated BSNL) is India's oldest and largest communication service provider and is state owned telecommunications company headquartered in New Delhi ,India

1. GROUP 1

2. Introduction
• Bharat Sanchar Nigam
Limited (abbreviated BSNL) is India's oldest
and largest communication service provider and
is state owned telecommunications company
headquartered in New Delhi ,India.

3. History
• BSNL then known as the Department of
Telecommunications had been a near
monopoly during the socialist period of the
Indian economy.
• MTNL was present only in Mumbai and New
Delhi. During this period BSNL operated as a
typical state-run organization, inefficient, slow,
bureaucratic, and heavily unionised.

4. Mission And Vision
• VISION:
To become the largest telecom Service
Provider in Asia.
• MISSION :
To provide world class State-of-art technology
telecom services to its customers on demand at
competitive prices.

5. OBJECTIVES :
To be a Lead Telecom Services Provider.
To provide
• Quality and reliable fixed telecom service to our customer and there by
increase customer's confidence.
• Mobile telephone service of high quality and become no. 1 GSM operator
in its area of operation.
• Point of interconnection to other service provider as per their requirement
promptly.
Broadband customers base of 20 million in the country by 2010 as per
Broadband Policy 2004.

6. Services
• BSNL provides almost every telecom service in India.
Following are the main telecom services provided by
BSNL:
• Universal Telecom Services : Fixed wireline services
and landline in local loop (WLL) using CDMA
• BSNL Mobile
• Prepaid Mobile
• Internet
• Intelligent Network (IN
• 3G

7. Challanges
• During the financial year 2008-2009 (from April 1,
2008 to March 31, 2009) BSNL has added 8.1 million
new customers in various telephone services taking its
customer base to 75.9 million. BSNL's nearest
competitor Bharti Airtel is standing at a customer base
of 62.3 million.
• Presently there is an intense competition in Indian
Telecom sector and various Telcos are rolling out
attractive schemes and are providing good customer
services.
• Access Deficit Charges has been slashed by 20%
by TRAI, w.e.f. April 1, 2009.[13] The reduction in ADC
may hit the bottomlines of BSNL.

8. Solution
• A senior BSNL executive said the company is looking
to have around 13 modules of what is called enterprise
resource planning or ERP software. Besides finance,
supply and HR functions, the software will be used to
deal with materials and real estate management, ensure
quality, derive business intelligence, and help
operationalize an enterprise portal.
• “The ERP project is expected to get over by December
2009,” said the executive, who did not wish to be
named because the plan to buy the software is not
complete.

9. CLEAR TECHNOLOGY STRATEGY
• BSNL should go in for innovative products based on convergent
technology in order to acquire dominant market position.
• This can be achieved by
– Replacement of all the outdated technologies immediately,
– Redeployment of unutilized capacities should be considered first.
– Early deployment of cost effective wifi / wi max technologies
– Increasing the capital investment in convergent technologies even
if it renders certain in use technologies redundant.
• In spite of cost implications the alternatives of scaling/upgrading of
existing technology should not be considered since it will not yield
the desired results. Instead the focus should be on achieving dominant
market position through large-scale deployment of new technology

10. CUSTOMER ORIENTATION STRATEGY
• It will retain existing customers as well as to attract
new customers
• Creating a Service-Oriented culture within the
organization.
• Introducing flexible Registration Terms so that new
customers are attracted.
• Educating the customer about services in detail and
respective tariff structure
• Introducing service at door-step.
• A successful loyalty programme becomes the driving
force in customer relationship management strategy

11. BSNL’S MARKETING STRATEGY NEEDS
TO BE REDEFINED
• It should focus around Value Added Services,
building strong distribution chain and
differential treatment to premium/corporate
customers
• Marketing is going to be the key to success –
BSNL should come out with a variety of
schemes for the end subscriber, both
commercial and residential

12. Thank You