A Study on Competitive Analysis of products & services provided by BSNL at Guwahati

WINTER INTERNSHIP PROJECT
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DECLARATION
I, Abhishek Roy Choudhury, do hereby declare that this project titled “A Study on
Competitive Analysis of Products & Services provided by BSNL at Guwahati” has been
prepared by me during the year 2024 & is submitted in partial fulfilment of the requirements
for the award of degree in Master of Business Administration (MBA) under Dibrugarh
University.
This project report has not been submitted earlier for the award of any other Degree/Diploma
from Dibrugarh University or any other university.
Date: Abhishek Roy Choudhury
Place: Guwahati MBA 4th Semester (Batch 2022-2024)
NERIM,Guwahati.

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ACKNOWLEDGEMENT
I consider myself very fortunate to get quick approval from BHARAT SANCHAR NIGAM
LIMITED, ASSAM TELECOM CIRCLE, GUWAHATI vide the Organization’s approval Letter
No. Rectt(Trg)/RTTC-Part-2/GII/211 dated 16/01/2024 with reference to the request letter dated
28/12/2o2323 from NERIM Group of Institutions to complete the Winter Internship Project from 16th
of Janauary-24 to 16th
February-24. This opportunity has given me practical exposure into actual
business environment and it provided me the golden opportunity to make interactions and research the
practical impact of products &services on Sales and Marketing of products/services in general under
the topic“A Study on Competitive Analysis of Products & Services of BSNL at Guwahati”. I
interacted with Retailers, Customers and Executive of Customer Service Centre,and found them
responsive/co-operative and hence my special thanks goes to them.
I express my sincere gratitude to Chairman, Dr. Zoii Nath Sarmah and Director of NERIM Group
ofInstitutions (Prof) Dr. Sangeeta Tripathi for providing me with the opportunity to carry out this
research project.
I am extremely thankful and pay my gratitude to HOD, Dr. Karabi Goswami(Assistant Professor),
Mr. Sagar Saikia (Assistant Professor & Placement Officer) and Mrs.Suman Agarwal (Assistant
Professor and Training and Placement Officer) for giving me the opportunity and support for
practical work during the project study.
I also express my sincere gratitude and profound thanks to my institutional guide, Dr. Bhaskar
DyutiSingha (Assistant Professor), Department of Business Administration, NERIM Group of
Institutions, for his valued sincere support and suggestions, without whom this project would not
never been completed successfully.
I also would like to express my heart full gratitude to my organizational guides, Mr. Uttam Dey,
(Assistant General Manager Marketing) &Mrs. Supriya Gedam (JAO Marketing) for the
generosity, co-operation bestowed on me.
I would also like to thank all the executives of BSNL, Assam Telecom Circle, Guwahati,
Retailersand Customers for their feedback through the questionnaire which helped me immensely for
data analysis and interpretation for the project.
Date: Abhishek Roy Choudhury
Place:Guwahati MBA 4th
Semester
NERIM, Guwahati.

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EXECUTIVE SUMMARY
Title of the project- “A Study on Competitive Analysis of Products & Services provided by
BSNL at Guwahati”
Name of the company/Organisation: BSNL Assam Telecom Circle, Panbazar, Guwahati-
781001
Name of the Institution: NERIM Group of Institutions, Guwahati.
Organisational Guide : Mr. Uttam Dey
Institutional Guide :Mr.Bhaskar Dyuti Singha
Period of study :1 month (16th
January 2024- 16th
February 2024)
Objectives of the study
1. To study the consumer perception regarding the services provided by BSNL.
2. To analyse the competitive advantage of BSNL as compared to other telecom
companies, regarding the services provided by the company.
3. To improve the customer satisfaction of the existing BSNL customer by improving
service quality and vice versa to increase revenue generation.
Research Design-Descriptive
Data Collection
 Primary Data- Set of questionnaire, direct observations.
 Secondary Data- Official Websites of DOT/BSNL, Intranet of BSNL & Research
Papers, Power Point presentation on sales and marketing strategies, visiting
Customer Service Centres.
Sample size- 200 samples (20 employees of BSNL, 80 retailers & 100 customers) in
Guwahati
Sample unit- Employees of BSNL, Assam Telecom Circle & Kamrup BA. Retailers &
Customers in Guwahati
Sampling Technique- Convenience Sampling

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CHAPTER ONE
INTRODUCTION

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PART A- ABOUT THE INDUSTRY
1.A.1:INTRODUCTION TO TELECOM INDUSTRY
Figure 1.A.1: A Telecom Tower
The Telecom Industry in India is one of the largest and most profitable telecom markets in
the world. The industry has been growing at a faster pace and the latest developments are
transforming the industry at every level.
The latest data from the TRAI(Telecommunications Regulatory Authority of India,
Authority of India),indicates that revenue and adjusted revenue for service providers has
been decreasing steadily, barring few exceptions, after it peaked to Rs.73,344.66 cr.
&Rs.53,383.55 cr. in the April-June 2016 quarter with ARPU(Average Revenue Per User)
of Rs.140.88.(Source-IBEF)
The telecom industry in India grew significantly over the last few years by 65%, with total
installations increasing from 400,000 in 2014 to 660,000 by 2021.
The number of Mobile Base Tran receiver Stations (BTS) has grown rapidly, increasing by
187% from 2014 to 2021.
There are 7, 10,000 employees working in the Telecom Companies in India whereas the
count for the same in the world is 80,00,000.
There are 8500 Telecom Companies in India and 2, 30,000 Telecom Companies in the world.
1.A.2:TELECOM COMPANIES IN INDIA
There are 8Private Sector Telecom companies &2Public Sector Telecom companies in
India. They are-
1.A.2.1:PRIVATE SECTOR COMPANIES
1. Bharti Airtel Ltd.
2. GTL Infrastructure Ltd.
3. Himachal Futuristic Communication Ltd.
4. Indus Tower Ltd.
5. Reliance JioInfocomm Ltd.
6. Vodafone Idea Ltd.

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7. Tata Communications Ltd.
8. Tejas Network Ltd.
1.A.2.2:PUBLIC SECTOR COMPANIES
1. Mahanagar Telephone Nigam Ltd.
2. Bharat Sanchar Nigam Ltd.
1.A.3:TELECOM R &D FIRMS
There are 7Telecom R&D firms in India. They are-
1. Beetel
2. C-DOT
3. HFCL
4. SaskenTechnologies
5. SterliteTechnologies
6. Tejas Network
7. United Telecoms Limited.
1.A.4:TELECOM SERVICE PROVIDERS
There are 5Telecom Service Providers in India as on date. They are-
1. BSNL
2. Bharti Airtel Ltd,
3. MTNL
4. Reliance JioInfocomm Ltd,
5. Vodafone Idea Limited.
1.A.5:GROWTH OF TELECOM INDUSTRY
In 2020-2021 the telecom industry contributed 6% to India’s Gross
DomesticProduct (GDP). The telecom sector is set to grow at a Compound
AnnualGrowth Rate (CAGR) of 9.4% from 2020 to 2025. However, with a
CAGR of 15.9% throughout the forecast period, the smartphone industry in
India will have the fastest growth.
1.A.6:CHALLENGES FACED BY TELECOM INDUSTRY
With many employees in quarantine & face-to-face assistance out of reach, many companies
are struggling to meet customer needs, deliver immediate solutions & provide support
remotely.
5 challenges in the telecommunication industry during the COVID-19 crises are:
 The need for quick & personalized customer service- Most telecom service
providers receive millions of customer requests every day, now more than ever. With
the ever-growing number of requests, the inability to go to physical stores & many
employees working from home, delivering quick & empathetic assistance becomes a
problem.

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During these times of crisis, immediacy, personalization & omni channel communication are
more important than ever. Ignoring these needs can lead to long waiting times, annoying to-
and-fro conversations with multiple executives to get the issue resolved & unsatisfactory
automated responses.
 Complex Operational processes- With millions of subscribers & a variety of
products & customized solutions, operational tasks have become increasingly
complex, since face-to-face assistance is not an option. Even simple tasks such as
service configuration, invoicing order fulfilment & payments are now challenging.
 Remote Working- The telecom industry heavily relies on huge contact centre to
assist their customers. In this context, it is a huge challenge to continue operating &
providing support even with agents working from home. This is even more
demanding if your team relies on complex &on premise technology.
 Network Security- It requires a number of operational & technical upgrades to meet
customer expectations of system security. For telecoms specially, it is necessary to
implement measures such as reliable & secure authentication features.
 Leverage over-the-top players- The smartphone revolution & the tremendous
growth of messaging apps have led to the birth of a number of OTT players such as
WhatsApp &Facebook Messenger. These apps have redefined customer experiences
in both messaging & voice & video calling services.
1.A.7:REMEDIES TO OVERCOME CHALLENGES
 Migrate to digital channels- Instant messaging apps & social media will become
more relevant than ever before. While support phone conversations are often slow &
bureaucratic, these apps allow companies to develop digital, asynchronous, immediate
& one –to-one communications between the customers & the agent.
 Automate the customer services with Chatbots- Once the company have
established new points of contact, they can easily automate simple customer
conversations using AI-powered chat bots.
 Use live chats to handle more complex issues- Once the team is not wasting time
with repetitive & frequent questions, they will have more time to actually handle
complex issues that a chatbots cannot solve.
 Technology from the cloud- End-to-end solutions from the cloud provides the kind
of technology allowing agents to assist customers via live chat, see their chat history
& even connect to different channels such as WhatsApp& Facebook from their own
house.
1.A.8FUTURE PROSPECTS OF TELECOM INDUSTRY
The Government of India has played a pivotal role in ensuring a smooth 5G roll-out & a
favourable environment for uptake with considerable investments, policies& reforms. Some
of the government initiatives includes: -
 The Indian government introduced a draft telecommunication bill in September 2022
that would replace existing telecommunications services, networks & infrastructure
laws. The aim of the bill is to establish a comprehensive & updated system for
regulating telecommunications in the country. It expands the definitions of various

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terms, including “telecommunication service” & introduces strict regulatory rules for
both internet service providers & users.
 The GatiShakti Sanchar portal was launched to accelerate approvals for fibre&
tower installations & can be used by industry players to apply for 5G services. This
portal envisages bringing transparency, accountability& responsiveness to all
stakeholders while processing the application. It has further helped in “Ease of Doing
Business” as the application process for installation of Digital Infrastructure is being
delayed due to inconsistency &uncertainty of policy & processes. It requires
maintaining a fast-tracking application process to overcome the implementation
challenges of Right of Way Rules. This would provide a robust mechanism to
achieve the “Broadband to All” goal as envisaged in the National Digital
Communication Policy 2018. The portal has been a game-changer & brought down
the average processing time of applications from more than 200 days to nearly 9 days.
 TheBharatNet project aims to provide broadband connectivity to 260000 (approx.)
gram panchayats & is being implemented in phases to connect every village through
optical fibre by 2025.
 The DoT (Department of Telecom) amended the Right of Way Rules& launched
the Indian Telegraph Right of Way- Amendment Rules2022, to facilitate faster 5G
roll-out, clarify the term “street furniture” & allow for bulk processing of applications.
 The Ministry of Railways announced its revised Right of Way policy, which
permitted private telecom companies to install towers on land owned by the ministry.
It would also enable the users travelling by train to get a better experience. Railways
70 divisions will now also allow the installation of small cells & pole mounts in the
station premises & offices. The move to allow licensing of railway land to private
entities for the installation of telecom towers shall bring down costs & boost
efficiency & telecom connectivity.

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PART B- COMPANY PROFILE
1.B.1:COMPANY OVERVIEW
Figure 1.B.1- Company Logo of BSNL
Name of company Bharat Sanchar Nigam Limited
Tagline Connecting India Faster
Type Communication Service Provider
Availability PAN India
Owner Government of India
Status of the company PSU under Companies Act 1956
Corporate ID no. U74899DL2000GOI107739
Key People (CMD) P.K. Purwar,ICAS(UPSC Cadre)
CGMT, Assam Telecom Circle Mrs.Rupa Paul Choudhury, ICAS(UPSC Cadre)
Founded in 1st
October 2000
Official Website https://www.bsnl,co.in
Adress of Corporate Office Bharat Sanchar Bhavan, Harish Chandra Mathur
Lane, Janpath, New Delhi-110001
Mission
 Be the leading telecom service provider in India with global presence.
 Becoming the most trusted preferred & admired telecom brand.
 Providing reliable telecom services that are value for money.
 Generating value for all stakeholders- employees, shareholders, vendors &business
associates.
 Excellence in customer service- friendly, reliable, time bound convenient & courteous
service.
 Offering differentiated products/services tailored to different service segments.
 Developing a marketing & sales culture that is responsive to customer needs.
 Maximizing return on existing assets with sustained focus on profitability.
Vision
 Be a leading telecom service provider in India with global presence.
 Create a customer focused organisation with excellence in customer care, sales &
marketing
 Leverage technology to provide affordable & innovative telecom, services/products
across customer segments.

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1.B.2:INTRODUCTION TO BSNL
TIMELINE OF BSNL
 History
The foundation of telecom network in India was laid down by the British sometimes during
the 19th
century. During the British era, the first telegraph line was established between
Calcutta &Diamond Harbour in 1850. The British East India Company started using the
telegraph in 1851& until 1854 telegraph lines were laid across the country. In 1854, the
telegraph service was opened to the public & the first telegram was sent from Bombay to
Pune. In 1885, the Indian Telegraph Act was passed by the British Imperial Legislative
Council. After the bifurcation of Post & Telegraph department in the 1980s, the creation of
Department of Telecom (DoT) eventually led to the emergence of the government owned
telegraph &telephone enterprise which led the foundation of BSNL.
For 160 years, BSNL had operated as the public telegram service. In 2010 the telex network
between it’s 182 offices was replaced with the “Web Based Telegram Messaging System”
which relied on internet connections rather than telex lines (which are more reliable where
power outages are more common). This led to a decline in service & the company applied the
title “diminished service” to telegrams in 2010. Finally, on 15 July 2013 the public telegram
service was shut down completely.
BSNL VRS Scheme
The BSNL Voluntary Retirement Scheme was announced in 2019, under its revival
policy, employees above the age of 50 years were declared eligible to opt for retirement. At
least 63% or 1 lakh BSNL employees were eligible to opt for retirement under the scheme.
However, 78,000 employees went on retirement w.e.f.31.01.2020.
The Cabinet has approved a revival package of Rs. 89047 Cr. for BSNL. The Union Cabinet
chaired by Hon’ble Prime Minister Narendra Modi Ji, approved the third revival package
for BSNL with the total outlay of Rs. 89047 Cr.. It includes allotment of 4G/5G spectrum of
BSNL through equity infusion.
BSNL, struggling with poor infrastructure, has been battering by intense competition from
Jio, the wireless arm of Reliance Industries, Bharati Airtel &Vodafone Idea which have
rolled out 4G services at low prices on voice calls & data.
Shares of state-owned telecom firm MTNL surged nearly 12% after the news on revival
package for BSNL.
It was earlier reported that the government was contemplating the closure of MTNL, a debt-
ridden telecommunications company. As a result, there are plans to transfer the staff &
operations of MTNL to BSNL, abandoning the previous proposal of merging the two state-
owned telecom companies.
The decision to consider closure stems from the fact that MTNL has been facing continuous
losses & is burdened with a substantial amount of debt.

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BSNL earlier awarded a significant APO valued at an impressive Rs. 3889 crore to ITI, a
central PSU, for the deployment of it’s4G network. Under the terms of the agreement, ITI
will be responsible for manufacturing the RAN equipment.
The APO issued by BSNL pertains to the RQO specifically in the West Zone. This
development signifies a major step forward in BSNL’s efforts to enhance it’s network
infrastructure & provide advanced 4G services to it’s customers.
Residents in Border States who have been struggling with limited mobile & data connectivity
found solace as BSNL initiated the installation of 20000 4G towers. As part of the
government’s 4G saturation plan, BSNL has been entrusted with the responsibility of
ensuring connectivity in remote areas
BSNL, as per an earlier report, has already commenced the implementation of the project.
The objective is to provide 4G coverage to 25000 villages (approx.), many of which
currently lack any form of connectivity.
 Present
BSNL CORPORATE OFFICE
Figure 1.B.2- Bharat Sanchar Bhawan (BSNL Corporate Office)
Bharat Sanchar Nigam Limited (BSNL) is a central PSU headquartered in New Delhi,
India. It is under the ownership of the Department of Telecommunications, Ministry of
Communications, and Government of India. It was incorporated on 1 October 2000 by the
Government of India. Its top official is designated as CMD who is now a central government
civil servant of the Indian Finance and Accounts Service cadre appointed by Govt. of India.
It provides the bunch of telecommunication services mobile, through its nationwide
telecommunications network. It is the largest government-owned telecommunications service
provider in India.
PRODUCTS & SERVICES
Telephone & Mobile
BSNL provides both fixed line telephones &mobile telephony services on GSM platform.
1. BSNL Mobile is a major provider of GSM network under brand name CellOne all
over India. It has wide network coverage in both urban & rural areas of India. It has
over 121.82 million customers across India. BSNL Mobile offers prepaid, post paid

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services & value-added services such as FPH, India Telephone Card(Prepaid card),
ACC,VPN, Tele-voting, PRM. It also offers the IPTV which enables the customers
to watch television through the internet &VVoIP.
2. BSNL Landline was launched in early 1990s. It was the only fixed-line telephone
servicing for whole country before the New Telecom Policy was announced by the
DoT in 1999. Only the Government-owned BSNL & MTNL were allowed to provide
landline phone services through copper wire in the country. BSNL landline is the
largest fixed-line telephony in India It has over 9.55 million customers &47.20%
market share in the country as of 28 February 2021.
3. Internet- BSNL is the fourth largest ISP in India, with having presence throughout
the country. It also has the largest fibre-based telecom network in the country, around
7.5 lakh km, among the four operators in the country.
4. BSNL Broadband provides telecom services to enterprise customers including
MPLS, P2P & internet leased lines. It provides fixed-line services & landline using
CDMA technology &it’s own extensive optical fiber network. BSNL provides
internet access services through dial-up connections as prepaid, NetOne as post
paid&DataOneas BSNL broadband.
5. BSNL Bharat Fiber(FTTH) was launched in February 2019. It offers TV overIPTV,
VoD, VoIP,AoD,BoD, remote education, video conferencing services, interactive
gaming, Virtual Private LAN services. BSNL said that, it’s huge optic fibre network
provides fixed access to deliver high-speed internet upto300Mbit/s.
6. Bharat Net- With effect to Government of India’s policy decision to provide state-
owned BSNL another revival package worth Rs. 1.64 lakh crore, the struggling PSU
was merged with Government’s special purpose vehicle BBNL. This gave the
struggling PSU a boost & an additional advantage of additional 5.67 lakh km of
optical fibre which has been laid across 1.85 lakh village panchayats in the country
using the USOF. Currently, it has an optical fibre cable network of over 6.83 lakh
km.
7. BSNL 4G- BSNL started 4G service in some parts of India since January 2019 such
as Bihar, Jharkhand &Uttar Pradesh, but is limited to few cities or towns. Most of
4G services are currently available in Southern India.
IP Services
BSNL Wing Services- On 16 August 2018, BSNL has launched ‘BSNL Wing Services’ in
22 telecom circles in which, there is no need of SIM card or cable wiring as is a VoIP service
through an app. It offers unlimited free calling for one year throughout India.
QUALITY POLICY OF BSNL
BSNL has its own Quality Assurance Circle to check the quality of the different products
&equipments being used for providing different telecommunication services throughout the
country.
BRAND NAMES BY BSNL
 OneNet
 SancharNet

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 BSNL BROADBAND
 DataOne
BSNL APPS
 My BSNL App
 BSNL Selfcare
 App for BSNL Recharge balance
 BSNL DSCM
 My BSNL Tunes
 BSNL Wi-Fi
 BSNL WINGS
 BSNL Channel
 BSNL Bharat Oorja
 BSNL ECARE
 BSNL Tariffs
 BSNL –FTTH
 BSNL VRS
 BSNL FTTH Usage
 BSNL Tracker- FTTH Usage
 B S N L Broadband Data Usage C
 BSNL Bharat Fiber Care
 BSNL broadband Internet Usage
 Bharat Fibre Wallet
 BSNL smartVpbx
 Bharat Call by BSNL
 Sanchar Aadhar
 MDI BSNL Mediclaim Insurance
 BSNL Wi-Fi PM WANI
 Earn Loyality Rewards for BSNL
 BSNL Upgradation EXAM
 Sampann
 BSNL TTA Preparation App
 Sancharika WBTC
COMPETITORS
1. Jio- Jio soft launched on 27th December 2015 with a beta for partners & employees
& became publicly available on 5th September 2016. It is the largest mobile network
operator in India & the third largest mobile network operator in the world with over
42.62 crore (426.2 million) subscribers.
2. Bharati Airtel (Airtel)- Airtel is credited with pioneering the strategic management
of outsourcing all of the all of it’s business operations except marketing, sales &
finance & building the ‘minutes factory’ model of low cost & high volumes. The
strategy has since been adopted by several operators. Airtel’s equipment is provided
& maintained by Ericsson, Huawei&Nokia Networks whereas IT support is

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provided by Amdocs. The transmission towers are maintained by subsidiaries & joint
venture companies of Bharati including BharatiInfratel& Indus Towers in India.
Erricsson agreed for the first time to be paid by the minute for installation
&maintenance of their equipment rather than being paid upfront, which allowed Airtel
to provide low call rates of Rs.1/min.
3. Vodafone Idea (Vi)- Vodafone Idea is an Indian mobile network operator with its
headquarters based in Mumbai& Gandhinagar. It is an all-India integrated GSM
operator offering 2G, 3G, 4G, LTEAdvanced, VoLTE&VoWiFi service. As of 31
May 2023, Vodafone Idea has a subscriber base of 230.94 million, making it third
largest mobile telecommunications network in India & 11th
largest mobile
telecommunications network in the world. The company was created on 31 August
2018 by the merger of Vodafone India &Idea Cellular, to form a new entity named
Vodafone Idea.
4. Reliance Communications Limited (RCOM)- Reliance Communications Limited
was an Indian mobile network provider headquatered in Navi Mumbai,
Maharashtra that offered voice, 2G, 3G &4G data services. In February 2019, the
company filed for bankruptcy as it was unable to sell assets to repay its debt. It has an
estimated debt of Rs. 500 billion (equivalent to Rs. 620 billion or US$7.7 billion in
2023) against assets worth Rs. 180 billion (equivalent to Rs. 220 billion or US$2.8
billion in 2023).
5. Mahanagar Telephone Nigam Limited (MTNL)- MTNL is a ‘Navratna’ category
PSU in India which is in turn the ownership of the Department of
Telecommunications, Ministry of Communications, Government of India. Head
quartered in New Delhi, India. MTNL provides services in the metro cities of
Mumbai &New Delhi in India. It had a monopoly in Mumbai &New Delhi until
1992, when the telecom sector was opened to other service providers. BSNL currently
holds 100% of its stock. As of June 2021, it has 3.28 million subscribers. It is also a
wholly owned subsidiary of a central PSU.
MARKET SHARES OF BSNL
 Landline
Networks Landline (%)
Jio 31.08%
BSNL 34.92%
Airtel 24.89%
MTNL 8.58%
Reliance Communication 0.53%
Table 1.B.1- Market shares of landline connections

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Figure 1.B.3- Chart showing market shares of landline connections
 Global System for Mobile Connection
Table 1.B.2- Market shares of GSM connections
31.08%, 31%
34.92%, 35%
24.89%, 25%
8.58%, 9%
0.53%, 0%
Market shares of landline connection
Jio
BSNL
Airtel
MTNL
Reliance Communication
NETWORKS GSM
(%)
MTNL 0.24%
BHARATI AIRTEL
LTD.
32.27%
BSNL 9.21%
RELIANCE
JIOINFOCOMM LTD.
37.28%
VODAFONE IDEA
LTD.
20.99%

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Figure 1.B.4- Chart showing market shares of GSM connections
 Internet Service Provider (ISP)
Networks ISP
Jio 51.72%
Airtel 28.29%
Vodafone Idea 14.90%
BSNL 3.22%
Others 1.87%
Table 1.B.3- Market shares of ISP
Figure 1.B.5- Chart showing market shares of ISP
0.24%, 0%
32.27%, 32%
9.21%, 9%
37.28%, 38%
20.99%, 21%
Market shares of GSM connections
MTNL
Bharati Airtel Ltd.
BSNL
Reliance Jio Infocomm Ltd.
Vodafone Idea Ltd.
51.72%, 52%
28.29%, 28%
14.90%, 15%
3.22%, 3%
1.87%, 2%
Market shares of ISP
Jio
Airtel
Vodafone Idea
BSNL
Others

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TOTAL SUBSCRIBERS OF TELECOM COMPANIES
NETWORKS SUBSCRIBERS
RELIANCE JIO 36%
BHARTI AIRTEL 32%
VODAFONE IDEA 23%
BSNL 9%
Table 1.B.4- Table showing total subscribers
Figure 1.B.6- Chart showing total subscribers of Telecom companies
BSNL Assam Circle Office
Figure 1.B.7- BSNL Assam Circle Office
Telecommunication services of the entire North East Region was operating under North East
Circle, Head quartered at Shillong, Meghalaya. Assam Telecom Circle was curved out of N.
E. Circle, Shillong and was formed on January 20, 1987 for better telecommunication service
management to the people of entire Assam Sate.
Chief General Manager is the Head of the Assam Telecom Circle. The Circle Head Quarter is
situated at BSNL BHAWAN, Panbazar, Guwahati-781001.CGMT is assisted by
GM(CFA),GM(Finance),GM(S&M),GM(EB),GM(NW Plg-CM),GM(NW Opn-
CM),GM(HR/Admn.) and Business Heads of the rank of GMTDs of the six business areas of
Assam Telecom Circle.
36%, 36%
32%, 32%
23%, 23%
9%, 9%
Total subscribers of Telecom
companies
Reliance Jio
Bharti Airtel
Vodafone Idea
BSNL

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This Circle is the largest Telecom Operator in Assam providing comprehensive range of
telecom services viz. landline phone, GSM Mobile, FTTH, Internet, WLL Mobile,
Broadband, Wi-Max, I-Net,IN Services, Carrier Service, MPLS-VPN,Hot-Spot etc. in the
state. Assam Telecom Circle is also making focused efforts and planned initiatives to bridge
the Rural-Urban digital imbalance.
BSNL has emphasized focused development thrust in the North East Region that includes
redundancy in OFC media, 90% umbrella coverage on WLL, extension of GSM Mobile
coverage to villages having population>1000 and Broadband connections in all DHQs and
important towns. Assam Circle has been actively engaged with the BBNL (Bharat Broadband
Nigam Limited) for making rural infrastructure under Bharat Fibre Scheme of the
Government of India initiative to cover all the Panchayats. BSNL,Assam Telecom circle has
been involved in developing NFS(National Fibre Services)project undertaken by the Ministry
of Defence, Government of India.
 Future
SERVICE TO BE PROVIDED
BSNL 5G roll-out- On behalf of Government of India, the hon’ble Minister of
Communications Ashwini Vaishnav announced that the state-owned Telco would start it’s
5G operations very soon. He also added that the 4G&5G network of the state-owned BSNL
would be a completely home-grown Indigenous 4G & 5G network technology; thus,
emphasising more on Government of India’s Atmanirbhar Bharat.
FUTURE PROSPECTIVES OF BSNL
State-run Bharat Sanchar Nigam Ltd. (BSNL) may have got a shot in the arm with the Rs.
1.64 lakh crore package but analysts & former company executives say the road to it’s
revival is challenging, with the loss-making telco lagging far behind private sector rivals.
The announcement of the rival package for ailing BSNL came at a time when private telecom
players have already launch next generation 5G services while BSNL has launched 4G
mobile services on pilot project basis.
“BSNL is an important player in the telecom market. But it cannot revive unless the end
goals are clear- either it has to compete like a commercial private player or play an
important/strategic role for the government. It can’t be both”, telecom expert Mahesh Uppal
said, “To compete with private players, BSNL requires less government interference in
decision making, more flexibility in procurement etc”.
Due to non-availability of 4Gservices, BSNL has already lost huge subscriber market share to
private telecom operators over the last few years & held under 9% at May end, in the market
led by Reliance Jio, with nearly 36%. Second ranked Bharti Airtel had a nearly 32% share,
while cash-strapped Vodafone Idea had around 23%
“It is unrealistic for the government to think that by simply giving financial support, it will
ensure that objectives & goals for BSNL has to be enabled tofunction in a commercially
savvy manner before giving any ultimatums”, Uppal said.

19
The government though has said that BSNL has to meet milestones, which will be monitored
strictly. Minister ofCommunications, Ashwini Vaishnawrecently warned BSNL employees
to either ‘perform or perish’, indicating that the government will leave no stone unturned to
help BSNL to sustain.
R.K. Bhatnagar, former advisor of DoT, sounded optimistic about BSNL’s future, once
BSNL’s 4G is launched.
“BSNL market share for 4G should be around 20% by the end of 2023. Consortium solutions
will further support migration to 5G. BSNL will give a competitive push to other service
providers. However, quality of service & competitive prices will be crucial for gaining the
market share”, Bhatnagar said. Year 2024 has come and yet BSNL’s 4G mobile service is on
pilot project. However,A consortium led by Indian software major Tata Consultancy
Services is set to deploy radio access & core network of BSNL’s 4G foray.
Most proudly as an Indian, I appreciate that the 4G technology being implemented is
indigenously developed by Telecommunication Engineers under the guidance under
Department Of Telecommunication, Govt. Of India.
Experts say telecom is a strategic sector, which is why the government needs BSNL to
survive for national security measures as well as to develop the connectively of telecom
network at rural areas, border areas and left extremism prone areas etc, and under Digital
India Mission of the Government as for socialistic up liftmen of the common citizens. Private
operators are operating in rural areas subject to their fulfilment of breakeven point of their
business
REVIVAL PLAN FOR BSNL
The Cabinet has approved a revival package of Rs. 89047 crore for BSNL. The
Union Cabinet chaired by hon’ble Prime Minister Narendra Modi, approved
the third revival package for BSNL with the total outlay of Rs. 89047 crore. It
includes allotment of 4G/5G spectrum of BSNL through equity infusion.
BSNL, struggling with poor infrastructure, has been battering by intense
competition from Jio, the wireless arm of Reliance Industries, Bharati
Airtel&Vodafone Idea which have rolled out 4G services at low prices on
voice calls & data.
Shares of state-owned telecom firm MTNL surged nearly 12% after the news
on revival package for BSNL.
It was earlier reported that the government was contemplating the closure of
MTNL, a debt-ridden telecommunications company. As a result, there are plans
to transfer the staff & operations of MTNL to BSNL, abandoning the previous
proposal of merging the two state-owned telecom companies.
The decision to consider closure stems from the fact that MTNL has been facing
continuous losses & is burdened with a substantial amount of debt.

20
BSNL earlier awarded a significant APO valued at an impressive Rs. 3889
crore to ITI, a central PSU, for the deployment of it’s 4G network. Under the
terms of the agreement, ITI will be responsible for manufacturing the RAN
equipment.
The APO issued by BSNL pertains to the RQO specifically in the West Zone.
This development signifies a major step forward in BSNL’s efforts to enhance
it’s network infrastructure & provide advanced 4G services to it’s customers.
Residents in Border States who have been struggling with limited mobile & data
connectivity found solace as BSNL initiated the installation of 20000 4G
towers. As part of the government’s 4G saturation plan, BSNL has been
entrusted with the responsibility of ensuring connectivity in remote areas
BSNL, as per an earlier report, has already commenced the implementation of
the project. The objective is to provide 4G coverage to 25000 villages
(approx.), many of which currently lack any form of connectivity.

21
1.B.3: COMPETITIVE ANALYSIS OF BSNL
 SWOT Analysis
Figure 1.B.8- SWOT Analysis of BSNL
STRENGTHS
1. Backed by Government of India
2. Extensive infrastructure in remote areas
3. PAN India-reach
4. Huge Optical-Fibre infrastructure
5. Strategic alliance with IT & hardware companies
6. Vast Experience
WEAKNESSES
1. Working culture of government institution
2. Network capabilities
3. Unproductive rural assets
T
Threats
W
Weakness
SWOT Analysis
S
Strength
O
Opportunities

22
4. Poor service image
5. Unable to retain customers
6. Poor marketing
7. Decreasing market share
OPPORTUNITIES
1. Strategic Partnership
2. Partnering with other telecoms
3. Customer Retention
4. Improving upon intangible capabilities
THREATS
1. Government regulatory framework
2. Competition
3. MNP (Mobile Number Portability)
 BCG Matrix
Figure 1.B.9- Diagram of BCG Matrix
The country’s second largest telecom operator by overall subscriber base, state-owned BSNL,
which has seen massive erosion in net profits & is surviving only on interests from its cash
reserves, is putting up a four-pronged revival plan based on the recommendations of BCG
Matrix
As per the strategy, the company will focus on four key operations- consumer mobility,
broadband, enterprise business & new business which includes infrastructure sharing.

23
PART C- ABOUT THE TOPIC
1.C.1: COMPETITIVE ANALYSIS
A competitive analysis identifies your competitors & evaluates their strategies to determine
strengths & weaknesses relative to the brand. A competitive analysis often includes a SWOT
Analysis that helps the marketer define a competitive marketing plan.
1.C.2: PORTER’S FIVE FORCES OF COMPETITIVE ANALYSIS
This theory is based on the concept that there are five forces that determine the competitive
intensity & attractiveness of a market. The five forces are:
1. Supplier power- An assessment of how easy it is for suppliers to drive up prices.
This is driven by the number of suppliers of each essential input, uniqueness of their
products or service, relative size & strength of the supplier & cost of switching from
one supplier to another.
2. Buyer power- An assessment of how easy it is for buyers to drive price down. This is
driven by the number of suppliers of switching from one supplier to another. If a
business has just a few powerful buyers, they are often able to dictate terms.
3. Competitive rivalry- The main driver is the number & capability of competitors in
the market. Many competitors, offering undifferentiated products & services, will
reduce market attractiveness
4. Threat of substitution- Where close substitute products exist in a market, it increases
the likelihood of customers switching to alternatives in response to price increases.
This reduces both the power of suppliers & the attractiveness of the market.
5. Threat of new entry- Profitatable markets attracts new entries, which erodes
profitability. Unless incumbents have strong & durable barriers to entry.

24
CHAPTER TWO
RESEARCH METHODOLOGY

25
2.1:RESEARCH METHODOLOGY
Title of the project- A Study on Competitive Analysis of products & services of BSNL in
Guwahati.
Statement of Problems- This study is done to know how consumers perceive the services
provided by BSNL & analyse the competitive advantage of BSNL as compared to other
telecom companies regarding the services provided by BSNL.
According to the study, investigation is to be conducted regarding the services offered by
BSNL & the consumer’s perception regarding the company’s services & the strategies to be
adopted by the company to stay ahead of other telecom companies.
Objectives of the study
1. To find out the relevance of training & development programs in achieving
goals of the organisation.
2. The basis on which the training & development programs are planned &
scheduled.
3. To study the impact of training & development programs in the worklife of
employees of BSNL.
Scope of the study
The study is conducted at Assam Circle Office, Guwahati where this survey would help to
know the advantages & disadvantages of training & development programs & the merits &
demerits of the same in the overall worklife of employees in BSNL.
Type of Research
Descriptive research is undertaken to provide answers to questions how much, how many &
to what extent.
This project is based on descriptive research as it collects data in order to answer the
questions about the current status of the subject or the topic of the study.
Sample size- 200 samples (including 20 employees of BSNL, 80 retailers & 100
customers)
Sample unit- Employees of BSNL, Assam Telecom Circle
Sampling Technique- Convenience Sampling
Type of data collected- Primary data, Secondary data
Data collection methods-
PRIMARY DATA-
Direct observation, schedule & Questionnaire
SECONDARY DATA-
Journals, government websites & manuals

26
Limitations of the study
1. Some of the employees were not cooperative during the study.
2. Some of the respondents were not open minded & were biased during the fill
up of questionnaires.
3. The employees took long time in returning the questionnaire.
4. The number of duly filled questionnaire were low.
2.2: LITERATURE REVIEW
1. Oxenfeldt &Schwartz (1981) Competitive analysis aims to provide an in-depth
understanding of the competitive forces that are to be found in any given
organisation’s competitive environment. It will attempt to understand an
organisation’s industry, its competitive position within it, the prerequisites for
survival & prosperity & the nature of competition & of the market process. The
analysis also offers management a forum where they can discuss & evaluate their
assumptions about the organisation’s capabilities, market position & competitors.
2. Ghoshal & Westney (1991) observed that the competitor analysis is a system to
discuss on environment & whole industry & focus on external atmosphere as well as
internal. Gathering & analysing competitors information is very important to find
business position & take decision. The growing complexity of the competitive
environment of many industries convinced many top managers that they did indeed
need more systematic analysis of their competitors.
3. Zahra & Chapels (1993) define competitive analysis as “the process by which a
company attempts to define & understand its industry, identify its competitors,
determine the strengths & weaknesses of its rivals & anticipate their moves”.
Furthermore, they state that it “embodies both competitive intelligence to collect data
on rivals & the analysis & interpretation of the data for managerial decision-making”.
Competitive analysis aims to provide an in-depth understanding of the competitive
forces that are to be found in any given organisation’s competitive environment. It
will attempt to understand an organisation’s industry, its competitive position within
it, the prerequisite for survival & prosperity & the nature of competition & the market
process.

27
CHAPTER THREE
DATA ANALYSIS & INTERPRETATION
Please refer the following table:-
Questionnaire Respondents Total Questions Sample sizes
A Employees 10 20
B Retailers 6 80
C Customers 7 100
Total 23 200
Table 3.1- Table for data analysis & interpretation

28
3.1: QUESTIONNAIRE- A (For employees (Sample size 20)
1. BSNL is ahead of other telecom companies.
Options Frequency Percentage (approx. %)
Strongly Agree 10 50%
Agree 6 30%
Neither agree nor
disagree
0 0%
Disagree 4 20%
Strongly Disagree 0 0%
Total 20 100%
Table 3.1.1:Table showing the options, frequency & percentage of Q.1
Analysis- From the above table, it is seen that 50% of the respondents strongly agreed that
BSNL is ahead of other telecom companies, 30% of the respondents agreed that BSNL is
ahead of other telecom companies, 20% of the respondents disagree to the fact &0% of the
respondents neither agree nor disagree & strongly disagree to this fact.
Figure 3.1.1: Chart showing the responses for Q.1
Interpretation- From the above analysis, we can interprete that BSNL is ahead of other
telecom companies as agreed by maximum respondents (16 respondents)
50%
30%
0%
20%
0%
Responses (Options & Percentage)
Strongly Agree
Agree
Neither agree nor disagree
Disagree
Strongly Disagree

29
2. Quality of products & services of BSNL is better than other telecom companies.
Options Frequency Percentage
(approx. %)
Agree 3 15%
Neither agree nor
disagree
2 10%
Disagree 0 0%
Total 20 100%
Table 3.1.2: Table showing the options, frequency & percentage of Q.2
quality of products & services of BSNL is better than other telecom companies, 15% of the
respondents agreed to the same, 10% of the respondents neither agree nor disagree to the fact
&0% of them disagrees & strongly disagrees to the fact.
Figure 3.1.2:Chart showing responses for Q.2
Interpretation- From the above analysis, we can interprete that quality of products
&services of BSNL is better than other telecom companies as agreed by maximum
respondents (18 respondents)
0%
20%
40%
60%
80%
STRONGLY
AGREE
AGREE NEITHER
AGREE
NOR
DISAGREE
DISAGREE STRONGLY
DISAGREE
75%
15% 10%
0% 0%
Percentage
(approx.%)
Options
Responses (Options &
Percentage)
Percentage (approx. %)

30
3. Existing customers of BSNL are highly satisfied with products & services of
BSNL
Options Frequency Percentage (approx.
%)
Agree 3 15%
Neither agree nor
disagree
1 5%
Disagree 2 10%
Total 20 100%
Table 3.1.3:Table showing options, frequency & percentage of Q.3
existing customers of BSNL is highly satisfied with products & services of BSNL, 15% of
the respondents agreed to the same, 5% of the respondents neither agree nor disagree, 10%
of the respondents disagree &20% strongly disagree to this fact
Figure 3.1.3: Chart showing responses for Q.3
Interpretation- From the above analysis, we can be interoperate that existing customers of
BSNL is highly satisfied with the products & services as agreed by maximum respondents
(13 respondents).
Strongly
Agree
Agree Neither
agree nor
disagree
Disagree Strongly
Disagree
50%
15%
5%
10%
20%
Percentage
(approx.%)
Options
RESPONSES (OPTIONS &
PERCENTAGE)

31
4. Using social media for promoting & advertising BSNL products & services
(approx.%)
Agree 10 50%
Neither agree nor
disagree
1 5%
Disagree 3 15%
Total 20 100%
Table 3.1.4:Table showing options, frequency & percentage for Q.4
BSNL products & services are promoted & advertised using social media, 50% of the
respondents agreed to the same, 5% of the respondents neither agree nor disagree to the fact,
15% of the respondents disagree &5% strongly disagree to this fact.
Interpretation- From the above analysis, we can interpret ate that BSNL products & services
are promoted & advertised using social media as agreed by maximum respondents (15
respondents).
25%
50%
5%
15%
5%
0% 10% 20% 30% 40% 50% 60%
STRONGLY AGREE
AGREE
NEITHER AGREE NOR DISAGREE
DISAGREE
STRONGLY DISAGREE
Percentage (approx.%)
Options
Percentage)

32
5. BSNL products & services need improvement
%)
Agree 5 75%
Neither agree nor
disagree
2 10%
Disagree 3 15%
Total 20 100%
Analysis- From the above table, it is seen that 60% of the respondentsstrongly agrees that
BSNL products & services needs improvement, 75% of the respondents agreed this fact,
10% of them neither agree nor disagree to this fact, 15% disagree & none of them strongly
disagree to this fact.
Interpretation- From the above analysis, we can interpret ate that BSNL products & services
needs improvement as agreed by maximum respondents (15 respondents)
39%
47%
6%
9% 0%
Responses (Options & Frequency)
Strongly Agree
Agree
Disagree
Strongly Disagree

33
6. Efficiency in handling customer complaints/grivences
%)
Agree 15 75%
Neither agree nor
disagree
0 0%
Disagree 0 0%
Total 20 100%
Table 3.1.6: Table showing options, frequency & percentage for Q.6
Analysis- From the above table, it is seen that 25% of respondents strongly agree that BSNL
handles customer complaints efficiently &75% agrees to the same.
Interpretation- From the above analysis, we can interpret ate that BSNL handles customer
complaints efficiently as agreed by all the respondents (20 respondents)
Strongly Agree
Agree
Disagree
Strongly Disagree
25%
75%
0%
0%
0%
Options
PERCENTAGES)

34
7. BSNL provides cost effective products & services
%)
Agree 5 25%
Neither agree nor
disagree
0 0%
Disagree 0 0%
Total 20 100%
BSNL provides cost effective products & services &25% of the respondents agreed to the
fact.
Figure 3.1.7:Chart showing response for Q.7
Interpretation- From the above analysis, it can be interoperate that BSNL provides cost
effective products & services as agreed by all the respondents (20 respondents).
75%
25%
0%
0%
0%
Strongly Agree
Agree
Disagree
Strongly Disagree

35
8. Bharat FTTH provides better internet speed than other broadband service
providers.
%)
Agree 2 10%
Neither agree nor
disagree
0 0%
Disagree 0 0%
Total 20 100%
Bharat FTTH provides better internet speed than any other broadband services &10% of the
respondents agreed the same.
Interpretation- From the above analysis, it can be interpret ate that Bharat FTTH provides
better internet speed than any other broadband services as agreed by all the respondents
(20respondents).
Strongly Agree
Agree
Disagree
Strongly Disagree
90%
10%
0%
0%
0%
Options
PERCENTAGES)

36
9. BSNL 4G services are competitive with 4G services provided by other telecom
companies.
(approx.%)
Agree 0 0%
Neither agree nor
disagree
0 0%
Disagree 0 0%
Total 20 100%
Analysis- From the above table, it is seen that all the respondents strongly agreed that BSNL
4G services are competitive with 4G services provided by other telecom companies
Interpretation- From the above analysis, it can be interpret ate that BSNL 4G services are
competitive with 4G services provided by other telecom companies as agreed by all the
respondents (20 respondents).
0%
0%
0%
100%
0%
Percentages
Neither agree nor
disagree
Disagree
Strongly Disagree
Total

37
10. Any possibility of improvement in the quality of BSNL products & services.
(approx.%)
Agree 3 15%
Neither agree nor
disagree
2 10%
Disagree 0 0%
Total 20 100%
there is possibility of improvement in the quality of BSNL products & services, 15% of the
respondents agree & 10% of them neither agree nor disagree to the fact.
Interpretation- From the above analysis, it can be interpret ate that there is possibility of
improvement in the quality of products & services as agreed by maximum respondents
(18respondents)
Strongly Agree
Agree
Disagree
Strongly Disagree
75%
15%
10%
0%
0%
Options
PERCENTAGES)

38
3.2: QUESTIONNAIRE B (For retailers,) (sample size 80)
1. Popularity of BSNL products & services in the retail store
(approx.%)
Agree 12 15%
Neither agree nor
disagree
5 6%
Disagree 10 13%
Total 80 100%
Analysis- From the above table, 60% of the respondents strongly agree that BSNL products
& services are popular in retail stores, whereas 15% agree with this fact, 6% of them neither
agree nor disagree, 13% disagree &6% strongly disagree to the same.
Interpretation- From the above analysis, it can be interpret ate that BSNL products &
services are popular in retail stores as agreed by maximum respondents (60 respondents).
0%
10%
20%
30%
40%
50%
60%
70%
STRONGLY
AGREE
AGREE NEITHER
AGREE NOR
DISAGREE
DISAGREE STRONGLY
DISAGREE
60%
15%
6%
13%
6%
Percentage
(approx.%)
Options
Percentages)

39
2. Popularity of BSNL products & services at Ulubari area
%)
Agree 10 13%
Neither agree nor
disagree
10 13%
Disagree 15 18%
Total 80 100%
Analysis- From the above table, 50% of the respondents strongly agreed that BSNL products
& services is popular in Ulubari area whereas 13% agree, 13% neither agree nor disagree,
18% disagree &6% strongly disagree with the fact.
Interpretation- From the above analysis, it can be interpret ate that BSNL products &
services are popular in Ulubari area as agreed by maximum respondents (50 respondents)
50%
13% 13%
18%
6%
STRONGLY
AGREE
AGREE NEITHER AGREE
NOR DISAGREE
DISAGREE STRONGLY
DISAGREE
Percentage
(approx.%)
Options
Responses (Options & Percentages)

40
3. Regular visit of marketing personnel in the retail store
(approx.%)
Agree 12 15%
Neither agree nor
disagree
20 25%
Disagree 40 50%
Total 80 100%
Analysis- From the above table, 10% of the respondents strongly agree that marketing
personnel regular visit the retail store, 15% agree, 25% neither agree nor disagree &50%
disagree this fact
Figure3.2.3:Chart showing responses for Q.3
Interpretation- From the above analysis, it can be interpret ate that marketing personnel
does not regularly visit in retail store as disagreed by maximum respondents (40
respondents)
10%
15%
25%
50%
0%
Strongly Agree
Agree
Disagree
Strongly Disagree

41
4. Frequent demand of BSNL SIM cards in the area
(approx.%)
Agree 4 5%
Neither agree nor
disagree
5 6%
Disagree 10 13%
Total 80 100%
Analysis- From the above table, 70% of the respondents strongly agree that there is a
frequent demand of BSNL SIM cards in the area whereas 5% agree, 6% neither agree nor
disagree, 13% disagree & 6% strongly disagree this fact.
Interpretation- From the above analysis, it can be interpret ate that there is frequent demand
of BSNL SIM cards in the area as agreed by maximum respondents (56 respondents)
0%
10%
20%
30%
40%
50%
60%
70%
80% 70%
5% 6%
13%
6%
Percentage
(approx.%)
Options

42
5. Regular visit of distributors to supply BSNL products & services in the retail
store.
(approx.%)
Strongly Agree 7 9%
Agree 30 38%
Neither agree nor
disagree
6 10%
Disagree 20 25%
Total 80 100%
Analysis- From the above table, only 9% of the respondents strongly agreed that distributors
visit retail store regularly to supply BSNL products & services, 38% agree, 10% neither agree
nor disagree, 25% disagree & 18% strongly disagree to this fact.
Figure 3.2.5:Chart showing responses of Q.5
Interpretation- From the above analysis, it can be interpret ate that distributors visit retailer
store regularly to supply BSNL products & services as agreed by maximum respondents
(37respondents).
9%
38%
10%
25%
18%
Strongly Agree
Agree
Disagree
Strongly Disagree

43
6. Selling BSNL products & services are profitable
(approx.%)
Strongly Agree 4 5%
Agree 20 25%
Neither agree nor
disagree
8 10%
Disagree 36 45%
Total 80 100%
Analysis- From above table, only 5% of the respondents strongly agree that selling BSNL
products & services are profitable whereas 25% agree, 10% neither agree nor disagree, 45%
disagree & 15% strongly disagree to this fact.
Interpretation- From the above analysis, it can be interpret ate that selling BSNL products &
services is not at all profitable as disagreed by maximum respondents (48 respondents)
5%
25%
10%
45%
15%
0% 10% 20% 30% 40% 50%
STRONGLY AGREE
AGREE
NEITHER AGREE NOR DISAGREE
DISAGREE
STRONGLY DISAGREE
Options

44
3.3: QUESTIONNAIRE- C (For customers,sample size 100)
1. Telecom network you prefer for your mobile usages (Calling & Data)
%)
BSNL 20 30%
Reliance Jio 30 30%
Airtel 35 35%
Vodafone Idea (Vi) 30 15%
Total 100 100%
Analysis- From the above table, 30% of the customers prefer BSNL, 30% prefer Reliance
Jio, 35% prefer Airtel & 15% prefer Vodafone Idea (Vi) for their mobile network (calling &
data).
Interpretation- From the above analysis, it can be interpreted that most customers prefer
Airtel for their mobile network (calling & data) (35 respondents)
0% 10% 20% 30% 40%
BSNL
RELIANCE JIO
AIRTEL
VODAFONE IDEA (VI)
30%
30%
35%
15%
Options

45
2. Telecom network you usually prefer for internet connection
%)
BSNL 30 30%
Reliance Jio 35 35%
Airtel 30 30%
Vodafone Idea
(Vi)
5 5%
Total 100 100%
Analysis- From the above table, 30% of the customers prefer BSNL, 35% prefer Reliance
Jio, 30% prefer Airtel & only 5% prefer Vodafone Idea (Vi) for their internet connection
Interpretation- From the above analysis, it can be interpreted that most of the customers
prefer Reliance Jio for their broadband connection (35 respondents).
0% 10% 20% 30% 40%
BSNL
RELIANCE JIO
AIRTEL
VODAFONE IDEA (VI)
30%
35%
30%
5%
Options

46
3. Type of GSM connection you prefer the most
(approx.%)
Prepaid connection 85 85%
Postpaid connection 15 15%
Total 100 100%
Table 3.3.3: Table showing options, frequency & percentage of Q.3
Analysis- From the above table, 85% customers prefer prepaid & 15% customers prefer
postpaid type of GSM connections
Interpretation- From the above analysis, it can be interoperated that most of the customers
prefer prepaid connections (85 respondents)
85%
15%
Prepaid connection
Postpaid connection

47
4. You are satisfied with your current telecom network
Table 3.3.4:Table showing options, frequency & percentages for Q.4
Analysis- From above table, 60% of the customers strongly agree, 30% agree, 5% neither
agree nor disagree & only 5% disagree that they are satisfied with their current telecom
network
Figure 3.3.4- Chart showing responses for Q.4
Interpretation- From the above analysis, it can be interpretated that most of the customers
are satisfied with their current telecom network as agreed by maximum respondents (90
respondents)
Strongly Agree
Agree
Disagree
Strongly Disagree
60%
30%
5%
5%
0%
Options
RESPONSES (OPTIONS & PERCENTAGE
(approx.%)
Agree 30 30%
Neither agree nor
disagree
5 5%
Disagree 5 5%
Total 100 100%

48
5. You are satisfied with the products & services provided by your current telecom
networks.
(approx. %)
Agree 10 10%
Neither agree nor
disagree
50 50%
Disagree 5 5%
Total 100 100%
Table3.3.5: Table showing options, frequency & percentage for Q.5
Analysis- From the above table, 15% strongly agree,10% agree, 50% neither agree nor
disagree,5% disagree & 20% strongly disagree that they are satisfied with products &
services provided by their current telecom network.
Interpretation- From the above analysis, it can be interpreted that most customers are
neither satisfied nor dissatisfied with the products & services provided by their telecom
network as maximum respondents are neutral (50 respondents)
15%
10%
50%
5%
20%
STRONGLY
AGREE
AGREE NEITHER
AGREE NOR
DISAGREE
DISAGREE STRONGLY
DISAGREE
Percentage
(approx.%)
Options
Responses

49
6. You are an existing customer of BSNL
(approx.%)
Yes 60 60%
No 40 40%
Total 100 100%
Table 3.3.6:Table showing option, frequency & percentage for Q.6
Analysis- From the above table, 60% of the customers is existing customers of BSNL, the
rest of the customers says no to the question.
Interpretation- From the above analysis, it can be interpreted that most of the customers
have trustonBSNL (60 respondents) for its Government entity.
60%
40%
Responses
Yes
No

50
7. You recommend BSNL connection to your friends & family
(approx.%)
Agree 20 20%
Neither agree nor
disagree
10 10%
Disagree 15 15%
Total 100 100%
Analysis- From the above table, 50% customers strongly agree, 20% agree, 10% neither
agree nor disagree, 15% disagree & only 5% strongly disagree to recommend BSNL
connections to their friends & family.
Interpretation- From the above analysis, it can be interpreted that most customers will
recommend BSNL connections to friends & family as agreed by maximum respondents (70
respondents)
0%
10%
20%
30%
40%
50%
STRONGLY
AGREE
AGREE NEITHER
AGREE NOR
DISAGREE
DISAGREE STRONGLY
DISAGREE
50%
20%
10%
15%
5%
Percentage
(approx.%)
Options
Responses

51
CHAPTER FOUR
SUMMARY & FINDINGS

52
4.1: SUMMARY
It can be grossly summarised from the study on Competitive Analysis of Telecom Products
and Services by BSNL(Government PSU entity) at Guwahati, that the Company has no
dearth of products and services, work force etc. But, as a matter of practical finding, a
question arises why BSNL is lagging behind in telecom industry & has less market share? In
course of study it is found that the company has well planned Sales and Distribution Policy
and its services are better (viz.3G services are better than 4 G/5G services of other private
operators in some of the BTS geographical locations.
However, some findings, suggestions are made here in keeping in mind the competitive
scenario in the telecom sector according to the following findings.
4.2: FINDINGS
Objective- To study the consumer perception regarding the services provided by BSNL
Findings-
From the above data analysis & interpretation, it is found that, the existing customers of BSNL is
about 9 to10% but the revenue being earned is less in comparison. Most of customers keep a BSNL
SIM as back up services as it has wider rural services than the private operators. Customer can’t trust
the organisation when it comes to the concept of after sales services. Customers prefers mobile
network with broadband services from private operators since their after sales services are quick
responsive where as BSNL is lagging behind in this aspect. Today, the entire world works on real
time basis on digital platforms and non availability of internet connectivity is not tolerated.
Objective- To analyse the competitive advantage of BSNL as compared to other telecom companies,
regarding the services provided by the company.
Findings- From the above data analysis & interpretation, it is found that, BSNL needs improvement
in the quality & standards of services & products & after sales services to the customers to stay ahead
of other telecom in the industries.
Objective- To improve the customer satisfaction of the existing BSNL customer by improving service
quality
Findings- From the above data analysis & interpretation, it is found that, existing customer of BSNL
are neither fully satisfied nor fully dissatisfied with the improved quality of products & services of the
company. However, efforts are required to have focuses on customers’ need and expectation.
Objective- To improve the Marketing Strength of BSNL
Findings:
The company does not have a dedicated marketing team. It does not have qualified marketing
personnel’s. The marketing team is comprised of the executives from Engineering & Finance
background. Customer focus is less in BSNL. The company does not have adequate qualified
marketing personnel into its workforce.

53
CHAPTER FIVE
SUGGESATION
&
CONCLUSION

54
5.1: SUGGESATION AND RECOMMENDATIONS
 The top management body of BSNL should review the marketing performance of the
Company under the leadership of professional and experienced marketing executives. For
example, private operators do have “BUSINESS HEAD” for each and every Circle where
they operate. Above all, they have MBA personal in their sales and marketing wing who
works at outdoor and reach out to customers-convince them and sale the products of the
company.
 Positioning of an ITS officer of General Manager Level officer with engineering background
as Head of Sales and Marketing at Circle level is not a good option but rather a brain drain
and un equilibrium deployment of manpower.
 The Company should have Chief Technical Officer (ITS Officers with Electrical and
Communication degree),who should dedicate and concentrate on technical aspects of the
company viz. Proper functioning of the telecom equipments, up gradation of the equipments
with the change of time, provide fault free services of its products and quick restoration of
technical failures.
 Above all, chief executives for each circle. Here in BSNL, CGMT hold the post as I
understand to whom Business Heads/CTOs/CFOs is answerable for their performances.
 BSNL should use social media platform to market its products and services. The young
generations are more used to see advertising, sales offer etc. on social media.
 BSNL does not attend/organise industrial/institutional /Trade events, where it can
demonstrate the products and services. This exercise will bring BSNL closer to the customers
now who cannot think of staying away from Data Services with highest available speed.
 Customers’ review is a must now in competitive business environment. BSNL should utilise
customers’ review to understand customers’ expectations’.
 It has been found that huge number of customers’ churns out of BSNL through MNP process
to other operators. Therefore, BSNL should reach out to disgruntled customers.
 It is found that although 62 Customer Service Centres of BSNL, Guwahati are operating but
these are not at all designed at par with private operators’ CSCS’, which should have been
done to compete the strong Private Operators. Young people with good communications skill
and polite in nature should be manned at CSCs to provide respectful services and deal
quarries to the visitors of CSC. Since, Guwahati is emerging as a Metro City; BSNL should
open CSCs throughout the city at prominent business locations so that the customers’ fell
convenient & hassle free as they feel with private operators.
 BSNL being a government owned management faces challenges related to workforce
productivity, skill development, babu culture & etc. due to existence of numerous Trade
Unions with principles of old legacy.
 Since, BSNL is of government entity, most of the Govt. Departments do not pay due revenue
for one reason or the other. Instead, they want continuous services from BSNL and thus tent
amounted huge loss of revenue out of the amount of gross revenue taken over from DOT at
the time of corporatisation of BSNL as on 01.10.2000.
5.2:CONCLUSION
 According to the study conducted, we can conclude that the overall performance of
BSNL in the competitive environment of telecom industry is average as far as
profitability is concern. The company is still struggling to get EBITA positive and
profit generation is a far cry.
 BSNL does not have young manpower for its front line work force although it has
sufficient technical experts and is technically rich company.

55
 Once, dedicated young front line workers are recruited for marketing and after sales
services, the customer base will automatically increase.
 Customer Service Points should be spread throughout the Cities and Towns for
customers’ connivance and should remain open at least up to 9 P.M. Single window
Services should be provided. Private operators are practising this system and
providing instant services and thus adding more customers compared to BSNL.
 Exemptions to continue services to the organisations as per Indian Telegraphs should
be discontinued.
 Pre paid services should be encouraged to increase cash flow and avoid persuasion for
collection of outstanding revenue from various government departments.
 Young engineers are to be assigned technical works only. Their efficiency should not
be wasted on file works. Add on, they may be additionally assigned marketing jobs
since; most of the young engineers have MBA degree.
 Sales and Marketing wing and after sales services should be more strengthen in the
present competitive telecom industry since all the business rivals of BSNL are
Multinational Companies and being managed professionally and resulting to achieve
major share in telecom industry.
 Social commitment being borne by BSNL is highly appreciated, but for social
obligations as committed by the government should not be at the cost of BSNL.
 Trade Unionism at BSNL is high. Further VRS is suggested.
 Leverage the power of big data analytics.

56
BIBLIOGRAPHY
BOOKS
1. Jagroop Singh. Management of Services. Kalyani Publishers
2. Azhar Kazmi, Adela Kazmi. Strategic Management. 5th
Edition. McGraw Hill
Education (India) Pvt. Ltd.
3. Varsha Jain, Jagdish Sheth, Don E. Schultz. Consumer Behaviour, A Digital Native.
Pearson
WEBSITES
4. https://www.bsnl.co.in
5. https://www.intranet.bsnl.co.in
REFERENCES
6. Sales & Distribution Policy 2018
7. In Services Training on Marketing & Sales
8. Previous Reports

57
APPENDICES
Appendice 1- List of Tables
Table
No Title Pg. No.
1.B.1 Market shares of landline connections 14
1.B.2 Market shares of GSM connections 15
1.B.3 Market shares of ISP 16
1.B.4 Table showing total subscribers 17
3.1 Table for Data Analysis & Interpretation 27
Questionnaire A
3.1.1 Table for Q.1 28
3.1.10 Table for Q.10 37
Questionnaire B
Questionnaire C
Total no. of tables- 28

58
Appendice 2- List of figures & charts
Fig. No. Title Pg.No.
1.A.1 A Telecom Tower 05
1.B.1 Company Logo of BSNL 09
1.B.2 Bharat Sanchar Bhawan (BSNL Corporate Office) 11
1.B.3 Chart showing market shares of landline connections 15
1.B.4 Chart showing market shares of GSM connections 16
1.B.5 Chart showing market shares of ISP 16
1.B.6 Chart showing total subscribers of Telecom companies 17
1.B.7 BSNL Assam Circle Office 17
1.B.8 SWOT Analysis of BSNL 21
1.B.9 Diagram of BCG Matrix 22
Questionnaire A
3.1.1 Chart for Q.1 28
3.1.10 Chart for Q.10 37
Questionnaire B
Questionnaire C
Total no. of figures- 6
Total no. of charts- 27

59
ANNEXURES
QUESTIONNAIRE A
(Competitive Analysis of Products & Services of BSNL)
(For BSNL Employees)
Dear Sir/Madam,
I have undertaken project on a study on Competitive Analysis of telecom
products & services provided by BSNL at Guwahati as a part of my MBA
curriculum under Dibrugarh University at NERIM Group of Institutions.
I shall be highly obliged if you could kindly spare a few minutes & answer the
following questions. I assure that the information will be used for research
purpose only & it will be kept confidential.
Thanking you
Abhishek Roy Choudhury
MBA 4th
Semester
NERIM Group of Institutions
Guwahati
Mob: 9435150995
Name of employee: _______________________________________________
Designation: _____________________________________________________
Department: _____________________________________________________
Work Experience: ________
Gender- (Please tick the correct alternative)
 Male [ ]
 Female [ ]
 Others [ ]
(Please tick the appropriate alternatives & offer suggestions wherever you feel
necessary)
1. BSNL is ahead of other telecom companies
 Strongly Agree [ ]
 Agree [ ]
 Neither agree nor disagree [ ]

60
 Disagree [ ]
 Strongly Disagree [ ]
2. Quality of products & services of BSNL is better then other telecom companies
 Agree [ ]
 Disagree [ ]
3. Existing customer of BSNL is highly satisfied with products & services of BSNL
 Agree [ ]
 Disagree [ ]
4. Using social media for promoting & advertising BSNL product & services
 Agree [ ]
 Disagree [ ]
5. BSNL products & services needs improvement
 Agree [ ]
 Disagree [ ]
6. Efficiency in handling customer complaints
 Agree [ ]
 Disagree [ ]
7. BSNL provides cost effective products & services
 Agree [ ]
 Disagree [ ]
8. Bharat FTTH provides better internet speed than any other broadband services
 Agree [ ]
 Disagree [ ]
9. BSNL 4G services are competable with 4G services provided by other telecom
companies

61
 Agree [ ]
 Disagree [ ]
10. Any possibility of improvement of BSNL products & services
 Agree [ ]
 Disagree [ ]
Give your suggestions for the improvement of Competitive Analysis of
Telecom products & services provided byBSNL at Guwahati :-
_________________________________________________________
_________________________________________________________
Thank you for your sincere coperation

62
QUESTIONNAIRE B
(Competitive Analysis of product & services of BSNL)
(For Retailers)
Dear Sir/Madam,
Thanking you
MBA 4th
Semester
Guwahati
Mob: 9435150995
Name of respondent: ___________________________________
Retail store Name: _________________________________
Locality/Area: ___________________________________
necessary)
1. Popularity of BSNL products & service in the retail store
 Agree [ ]
 Disagree [ ]
2. Popularity of BSNL products & services in the area
 Agree [ ]
 Disagree [ ]
3. Regular visit of marketing personnel in the retail store

63
 Agree [ ]
 Disagree [ ]
4. Frequent demand of BSNL SIM cards in the area
 Agree [ ]
 Disagree [ ]
5. Regular visit of distributors to supply BSNL products & services in the retail store
 Agree [ ]
 Disagree [ ]
6. Selling BSNL products & services are profitable
 Agree [ ]
 Disagree [ ]
Any suggestions regarding improvement of products & services provided by BSNL
____________________________________________________________________
____________________________________________________________________

64
QUESTIONNAIRE C
(Competitive Analysis of Products & Services of BSNL)
(For Customers)
Dear Sir/Madam,
Thanking you
MBA 4th
Semester
Guwahati
Mob: 9435150995
Name of respondent: _______________________________________________
Residence Adress (Parmanent): ______________________________________
_______________________________________________________________
Alternative Residence Adress (optional): _______________________________
________________________________________________________________
Gender: (Please tick the approriate alternative)
 Male [ ]
 Female [ ]
 Others [ ]
necessary)
1. Telecom network you usually prefer for your mobile network (Calling & Data)
 BSNL [ ]
 Reliance Jio [ ]
 Airtel [ ]

65
 Vodafone Idea (Vi) [ ]
2. Telecom network you usually prefer for broadband connection
 BSNL [ ]
 Reliance Jio [ ]
 Airtel [ ]
 Vodafone Idea (Vi) [ ]
3. Type of GSM connection you prefer the most
 Prepaid connections [ ]
 Postpaid connections [ ]
4. You are satisfied with your current telecom network
 Agree [ ]
 Disagree [ ]
5. You are satisfied with the services & products provided by your current telecom
network
 Agree [ ]
 Disagree [ ]
6. You are an existing customer of BSNL
 Yes [ ]
 No [ ]
(If yes, answer the next question)
7. You recommend BSNL connection to your friends & family
 Agree [ ]
 Disagree [ ]
Any suggestions regarding improvement of products & services provided by BSNL
____________________________________________________________________
____________________________________________________________________

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