BSNL is India's largest telecommunications company providing wireline, mobile, internet, and broadband services. It has over 903 million mobile subscribers as of 2012. The telecom industry is growing rapidly at over 26% annually and contributes nearly 2% to India's GDP. BSNL has a hierarchical organizational structure headed by a CMD and directors overseeing various circles, regions, and departments. It faces challenges from increasing competition but also opportunities from expanding rural markets and new technologies.

1. ORGANISATION STUDY
AT
BHARAT SANCHAR NIGAM LIMITED

2. INDUSTRY PROFILE
India is today one of the largest telecom markets in the world, with an
addition of more than 18 million subscribers every month. Telecom sector has
continued to emerge as the prime engine of economic growth, contributing to
nearly 2% of the Indian GDP.
The history of telephone services in India found
its beginning when a 50-line manual telephone exchange was commissioned in
Kolkata in the year 1882 in less than five years after Alexander Graham Bell
invented the telephone. Today India has the world's second-largest mobile
phone users with over 903 million as of January 2012.
The industry is expected to reach a size of
344,921 Crores (US$ 68.81 billion) by 2012 at a growth rate of over 26 per
cent, and generate employment opportunities for about 10 million people
during 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.

3. COMPANY PROFILE
 FROM P&T TO DoT
 FROM DoT TO BSNL
Bharat Sanchar Nigam Ltd. formed in October, 2000,
is World's 7th largest Telecommunications Company
providing comprehensive range of telecom services in India:
Wire line, CDMA mobile, GSM Mobile, Internet,
Broadband, Carrier service, MPLS-VPN, VSAT, VoIP
services, IN Services etc. Within a span of five years it has
become one of the largest public sector units in India.
BSNL has installed Quality Telecom Network in the
country and now focusing on improving it, expanding the
network, introducing new telecom services with ICT
applications in villages and wining customer's confidence.

4. VISION,MISSION & OBJECTIVES
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.
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.

5. ORGANISATION STRUCTURE
Corporate structure of BSNL Board consists of CMD & Five full time
Directors Human Resource Development (HRD), Planning & New Services,
Productions & Operations, Finance and Commercial & Marketing, who
manages the entire gamut of BSNL operations. There are five other Directors
in the full Board of BSNL.
CMD (Chairman & Managing Director) – Shri Rakesh Kumar Upadhyay
Director – Consumer Fixed Access (CFA) – Shri.N.K.Gupta
Director (Finance) – Shri KCGK Pillai
Director (HRD) & (Enterprise)- Shri A.N.Rai
Government Director – Shri Shahbaz Ali

6. Setup
CMD
5
Full Time
CGMs Directors
5
Other
Directors
23 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

7. DEPARTMENT ORGANISATION
STRUCTURE
Note: BSNL doesn’t follow line & staff structure; it follows only
simple line structure the orders are given by the hierarchy &
superiors & it should be followed by the subordinates.

8. AUTHORITY & RESPONSIBILTY
RELATIONSHIP
• Board of Directors
• Government Director
• General Manager
• Deputy General Managers
• Senior Manager and Chief Manager
• Supervisors

9. FUNCTIONAL AREAS
FINANCE DEPARTMENT
BSNL, the largest Public Sector Undertaking of the
Nation, is certainly on a financial ground that's sound.
The Company has a net worth of Rs. 88,634 crores ,
authorised equity capital of Rs. 10,000 crores , Paid up
Equity Share Capital of Rs. 5,000 crores & Revenues is
Rs. 35,812 crores in 2008-09.
(Note: 1 US $ = 50.9500 INR as on 31-03-2009)

10. Revenue
Revenue earned by BSNL during last five years
Assets
Bharat 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, Buildings
Cables, Apparatus & Plants etc. as on 31.03.2009.

11. 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

12. PRODUCTION & OPERATIONS
DEPARTMENT
This 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

13. HUMAN RESOURCE DEPARTMENT
This department is mainly intended for all the administrative
policies related to the organization. It includes human resource
management consist of recruitment, selection, training etc.
Human resource in an organization is concerned with the creation
of harmonious working relationships among its participants and
bringing about utmost individual development. This department
is formulated for all the personnel policies related with the
organization and also coordinating all the functions of the
employees or staff.

14. PLANNING DEPARTMENT
 Network Planning
 Equipment Planning
IMPCS (Cell One Mobile Service) DEPARTMENT
India’s fastest growing cellular service, along with
post-paid and prepaid service bring cellular telephony to the
masses, through innovative technology strategic pricing. This
ambitious service uses state-of-the-art GSM technology to attain
global excellence and leadership in business.

15. INFORMATION TECHNOLOGY DEPARTMENT
IT is making the entire plethora of BSNL's telecom services
expand and being rapidly implemented as the backbone for
running 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.

16. SWOT ANALYSIS
STRENGTHS
 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.

17. 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.

18. PROBLEM IDENTIFICATION,
SOLUTION
PROBLEMS 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.

19. OBSERVATIONS, SUGGESTIONS &
CONCLUSION
MAJOR 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.

20. 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.
CONCLUSION
The 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 continuous
improvement of its performance. The overall performance of the company is above
average.

21. QUESTIONNAIRE
Questionnaire for Satisfaction level of Retailers towards BSNL Mobile Services
Q1. Are you dealing in services / products offered by BSNL?
a. Yes
b. No
Q2. Reason for association with BSNL ?
a. Margin
b. Promotional Schemes
c. Demand
d. Dealer relationship
e. Credit Policy
f. It’s Service Quality
g. Other Reasons
Q3. Reason why you are not dealing in services offered by BSNL?
a. Credit Policy
b. Promotional Material Not Supplied on Time
c. Schemes are not conveyed on time
d. Supply of product is not proper
e. don’t Wish to Specify
Q4. Does the company give proper response to your queries?
a. Yes
b. No
Q5. Have you ever faced problems related to the Services of BSNL?
a. Always
b. Sometime
c. Never
Q6. Does the problems was resolved by the retailers support desk?
a. Yes
b. No
Q7. How do you rate the customer schemes of the company?
a. Highly Satisfactory
b. Satisfactory
c. Average
d. Dissatisfactory
e. Highly Dissatisfactory
Q8. Does the retailer support desk identifies the retailer’s problems effectively
and solve them in proper time?
a. Yes
b. No
Q9. Do the company executives visit your shop regularly to convey schemes?
a. Yes
b. No

22. Q10. How do you rate the schemes delivered to the retailers?
a. Highly Satisfactory
b. Satisfactory
c. Average
d. Dissatisfactory
e. Highly Dissatisfactory
Q11. How do you rate the retailer’s support of the company?
a. Highly Satisfactory
b. Satisfactory
c. Average
d. Dissatisfactory
e. Highly Dissatisfactory
Q12. How do you rate the margin in BSNL services?
a. Highly Satisfactory
b. Satisfactory
c. Average
d. Dissatisfactory
e. Highly Dissatisfactory
Q13. How do you rate retailer grievance handling mechanism of the company?
a. Highly Satisfactory
b. Satisfactory
c. Average
d. Dissatisfactory
e. Highly Dissatisfactory
Q14. Does customers are happy when their problems are solved by the retailers support desk?
a. Yes
b. No
Q15. How do you rate the Credit facilities provided by BSNL?
a. Highly Satisfactory
b. Satisfactory
c. Average
d. Dissatisfactory
e. Highly Dissatisfactory
Q16. How do you rate the Discount offered by BSNL on bulk purchase?
a. Highly Satisfactory
b. Satisfactory
c. Average
d. Dissatisfactory
e. Highly Dissatisfactory
Q17. How do you rate the Brand Pull of BSNL?
a. Highly Satisfactory
b. Satisfactory
c. Average
d. Dissatisfactory
e. Highly Dissatisfactory
Q18. How much time does it take for delivery of BSNL SIM Cards / Vouchers after ordering?
a. 6-12 Hours
b. 1 to 2 Days
c. 2 to 7 Days
d. More than7 Days
Q19. How do you rate the payment norms of BSNL?
a. Highly Satisfactory
b. Satisfactory
c. Average
d. Dissatisfactory
e. Highly Dissatisfactory
Q20. Rate your overall satisfaction with the services offered by BSNL to retailers?
a. Highly Satisfactory
b. Satisfactory
c. Average
d. Dissatisfactory
e. Highly Dissatisfactory

23. BIBLIOGRAPHY
BOOKS:
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

24. THANK YOU