introduction,mission & Vission,PEST,Porters five force model,CPM,IFE,EFE,VRIN ,resource analysis,Value chain analysis,balance scorecard,ansoff matrix,SWOT(TOWS)

1. BHARTI AIRTEL
By Group 9
Vishal Jamwal

2. INTRODUCTION
 Industry-Telecommunications
 Founded-7 July 1995[
 Founder-Sunil Bharti Mittal
 Area served- India, Sri Lanka, Bangladesh, and Africa
 Products-Fixed line and mobile telephony, broadband and fixed-line internet
services, digital television and IPTV
 Revenue-₹966.021 billion (US$14 billion) (2016)
 Operating income-₹341 billion (US$5.1 billion) (2016),Profit ₹54
billion (US$800 million) (2016),Total assets-₹2,248 billion (US$33 billion) (2016).
 Number of employees-25,400(2016)
https://en.wikipedia.org/wiki/Bharti_Airtel

3. MISSION & VISION STATEMENT
 AIRTEL-“Hunger to win customers for life”
 Vodafone- “To enrich customer’s lives through the unique power of mobile communications leader”.
 REVISED MISSION STATEMENT-“To give customer right product, services at a competitive price and gaining
customer satisfaction resulting in market leadership ”
Components Customers Product/serv
ice
Markets Technology Concern for
annual
growth
Self-concept Philosophy Concern for
public image
Concern for
employees
Bharti Airtel NO NO NO NO NO NO YES NO NO
Vodafone YES YES NO YES NO YES YES NO NO

4. PEST ANALYSIS

5. PORTER’S FIVE
FORCE ANALYSIS
Supplier Bargaining
Power:
•Monopoly
•Switching cost and
T&Cs
•Commoditization's
Customer Bargaining
Power:
•Availability of
alternatives
•Market awareness
• Preferences, etc.
Threat of New Entry:
•Reliance Jio offering free
mobile and internet
services
Threat of Substitutes:
•WIMAX allows VOIP which
may be threat in future since
ISP can operate it at low cost.
Competitive Rivalry:
•Merger of Vodafone & idea
(42%MS)
•Aircel & Telenor (Small % of
MS)

6. COMPETITIVE PROFILE MATRIX
CRITICAL
SUCCESS
FACTORS
AIRTEL VODAFO
NE
RELIANCE
JIO
WEIGHT RATING SCORE RATING SCORE RATIN
G
SCORE
Advertising 0.10 2.0 0.20 1.5 0.15 2.0 0.20
Productivity 0.10 3.0 0.30 2.5 0.25 2.0 0.20
Price
competitiveness
0.15 2.5 0.375 2.0 0.30 2.0 0.30
Customer loyalty 0.30 3.5 1.05 3.0 0.90 2.5 0.75
Market share 0.25 3.0 0.75 2.0 0.50 3.0 0.75
Global expansion 0.10 2.5 0.25 1.5 0.15 1.5 0.15
1.00 2.92 2.25 2.35

7. EXTERNAL FACTOR EVALUATION
MATRIXEXTERNAL FACTORS WEIGHTS RATINGS WEIGHTED
SCORE
COMMENTS
OPPORTUNITIES
O1: Growth of service
industry
.10 3 0.3 India is a service economy and also service
industry is growing rapidly
O2: Rural Market
Expansion
.20 2.5 0.5 Rural Indian Market is untapped in terms of
3G and 4G services.
O3: Payment Bank .20 3 0.6 Airtel recently launched payment bank which
provides an interest rate of 7.25% on saving
accounts
O4: Strategic
Partnership
.10 2.5 0.25 Airtel is a strategic partner of Apple, Xiomi
and Blackberry for network service.
THREATS
T1: Mobile Number
Portability(MNP)
.25 3 0.75 MNP is a major threat for all the telecom
operators in today’s context
T2: Fierce competition
from new entrants
.25 3 0.75 Reliance Jio has created a scenario of fierce
price war in the telecom market.
1 3.15

8. RESOURCES ANALYSIS (VRIN MATRIX)
Tangible resources V R I N
Physical resources
Customer base,
Telecom license,
office,building,industry.
Yes No Yes No
Financial Resources
Fixed Assets,Dividend
offered,
Yes No No No
Technological
resources
4G,3G widest
network,Broadband,DTH
Yes No NO No
Organisational
resources
Formal Planning, controlling
and coordinating system
Yes No No No

9. Intangible
resources
V R I N
Human & intellectual
resources
Rewards& recognition
system for employees,Perks
,best in industry incentives.
Yes No No Yes
Brand co. Image
,reputational assets
Reputation with suppliers for pursuing
mutually beneficial relationship, for
paying on time and working together.
Reputation with customers or brand
name for quality, reliability and fitness
for purpose.
Yes High Low Low
Relationships
Distributor ,dealers
,Institutions relation building
Yes Yes No Yes
Company Culture &
Incentive system
PACE(progressive
assessment of culture and
environment)
Yes No No No

10. VALUE CHAIN ANALYSIS

11. INTERNAL FACTOR EVALUATION MATRIX(IFE)
INTERNAL FACTORS WEIGHT RATING WEIGHTED SCORE
STRENGTHS
S1:Widest 4g Network
Coverage
0.20 3.5 0.70
S2: High Brand visibility
0.15 3.0 0.45
S3: superior network quality
and reliability
0.25 3.5 0.87
WEAKNESSES
W1: Outsourcing Operations
0.20 2.0 0.40
W2: Africa acquisitions
0.20 2.5 0.50
1 2.92

12. BALANCE SCORECARD OF “BHARTI
AIRTEL”
OBJECTIVES MEASURE TARGETS INITIATIVES
 Price
 Quality
 Service
 Availability
 Brand
 Indian Rupees
 Call drops
 TAT,VAS
 Distance
 Awareness,Recall
 Competitive pricing
 Optimizing networks
 Multichannel support
 Increased accessibility of
stores
 Paid social marketing
,Referral programs
 Infinity plans-1199(Free
calls,3G/4G)
 Total 88,808 towers
setup in 2016
 Live chat, Self help desk
introduced
 1000 COCO stores to be
opened in 2016.
 7485 million spent on
advertisement and
marketing
CUSTOMERS

13. LEARNING & GROWTH
OBJECTIVES MEASURES TARGETS INITIATIVES
1.Empower workforce Employee satisfaction
rating
Increase span of control Employee training
related to both individual
and corporate self
improvement
2.Integration of
employee and
organisational goal
Employee productivity Increase revenues
and margin
Employee participation
and suggestion
programme to build
teamwork
3.Improving capabilities
for delivering values to
customer
Customer retention Increasing customer
subscription rate
Have supervisors act as
coaches rather than
decision makers

14. FINANCE
OBJECTIVES MEASURES TARGETS INITIATIVES
Cash Flow Rupees Positive cash flow
statements
Electronic payments
,Pay suppliers Less.
Capital Employed Rupees Growth rate of 13% Reducing costs,
increasing sales, and
paying off debt or
restructuring financing
Financial Results Rupees Growth rate of 6-7% Reduce operating cost,
reduce churn rate
,Increase ARPU,
Diversification like Airtel
Payment bank

15. Company’s Performance
Backward integration Horizontal Integration Forward Integration
 WBSL acquisition(May12)
 Augere wireless(Decmber15)
 MTN group(May08)
 Zain(june10)
 Warid Bangladesh and
robi(Jan10)
 COCO ,COFO stores
Market penetration
• Using 4G services airtel has penetrated
more into data market.
Product development
• Airtel dropped its prices when competition
increased.
• There is inverse relation between
competitor and price.
Market development
• Developing more services.
• Rural data marketing .
Diversification
• First mobile Payment Bank services
• Premium offers to customers related to data
(Infinity plans)
Ansoff’s Matrix

16. SWOT(TOWS) MATRIX
Internal Factors (IFAS)
External Factors(EFAS)
Strengths(S)
S1: 4G network .
S2: Vast distribution network (wide
range of retailers and outlets).
S3: Throughput is more in
comparison .
S4: Customer loyalty (225 million).
Weaknesses(W)
W1: Perception regarding offers.
W2: Claim Problem of retailers.
Opportunities(O)
O1: Rural data marketing .
O2: Use customer base for Mobile
Payment Bank services.
SO Strategies
S4O2:Using vast customer base
for mobile payment bank services
WO Strategies
W1O1:Expanding rural data
market reducing customer
perception of offers.
Threats(T)
T1: Online recharge.
T2: Pricing .
ST Strategies
S13T2:Pricng for 4G should be
competitive .
WT Strategies
W2T1:Giving claims to retailers
with respect to online recharge
claims .