Bsnl Final

CASE STUDY

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PRESENTED BY GROUP 8 SANA KIRTI SUDIPTA ROHAN MANDANNA T M ANIL

Telecom Journey: Moving in Top Gear • ‘Poster Child’ of India’s Economic Liberalization • Teething troubles faced in the initial stages • New telecom policy of 1999 • Introduction of CPP • The entry of third operator (MTNL & BSNL )

MARKET SHARE

Bharat Sanchar Nigam Limited(BSNL) • World’s 7th largest & India’s No.1 Telecommunication company • 47.3 million line basic telephone capacity, 4 million WLL capacity, 20.1 Million GSM Capacity, 287 Satellite Stations, 7330 cities/towns and 5.5 Lakh villages • The present turnover of BSNL is more than Rs.351,820 million (US $ 8

Picture slide

• Bullet 1 • Bullet 2

BSNL Objectives • To provide each & every village with a telephone • To encourage development of telecommunication facilities in remote, hilly, tribal areas of the country • To make available affordable & effective communications for the citizens • To expand broadband, leased lines, cellular , WLL services with the state of the art technology

BSNL is an Integrated telecom service provider which provides all types of telecom services.  Wire Line Services  CDMA WLL Limited Mobility Services  National Long Distance Services  International Long Distance Services  Broadband & Internet Services  In Services viz. Prepaid calling card etc.

New Initiatives  WiMAX: Tender Invited for 1000 BTS at Rural Block HQs covering 25000 village communities centres  IPTV Launched in Three Cities viz. Bangalore, Pune & Kolkata Agreement signed with Franchisees for another 50 Cities  VOIP

EOI under Issue

Developmental Plans

(2008-09)

 Expansion of 13.5 m GSM lines.  Expansion of 3m Broadband.  Expansion of 2 m WLL (CDMA) lines  Introduction of 200K IP Transit Switch.  Addition of 1206 K TDM TAX  Addition of 200 IDRs Satellite System for Inaccessible Stations.

Selecting the Right person : A Sales person • Should be… Honest/trustworthy Friendly/Pleasing Interesting Good listener Polite Flexible Knowledgeable Empathizing

• Should not be… Arrogant/rude Indifferent Sarcastic/superior Impatient Aggressive Defensive Negative Lazy

He should know:

Market Positioning Strategy Market analysis • Size Estimated to be around $8.1 billion and estimated to reach $18 billion by the financial year 2010 • Composition Fixed, Cellular, Internet Service Provider (ISP), National Long Distance (NLD), International Long Distance (ILD) • Trends Data and Value Added Services

Market Positioning Strategy Internal Analysis • Resources • Its own service network, which is the largest

• Reputation • Currently the No. 1 telecommunications company • PSU

• Values • To increase the reach of its services to a maximum number of Indians

Market Positioning Strategy Competitor Analysis • Range of Services • Pricing Strategy Positioning • BSNL • Low-cost service provider for common man

• Hutch • Niche player mainly operating in urban and semi-urban market with focus on quality service

• Reliance Infocomm • Competing on Value-Added services such as R-World.

Position map High Tariffs

  Airtel Narrow Network Coverage

Reliance

Idea

Vodafone

Wide Network Coverage

BSNL

Low Tariffs

Pricing Strategies • Market skimming strategy

• Market Penetration strategy

The Pricing Tripod Model Pricing Strategies

Value to customer

cost Compe tition

Revenue Generation Prepaid cards Postpaid cards Fixed rentals and call cards Internet access charges Extra charges for value –added services

WHAT IS QUALITY ? “Quality

in a product or service is not what the supplier puts in. It is what the customer gets out and is willing to pay for.” -                                 Peter F. Drucker 

Example Bullet Point Slide

SERVQUAL MODEL

PERCEIVED SERVICE QUALITY

Grönroos's Service Quality Model

VALUE NETWORK

FUTURE BLUEPRINT

Future Scenario

Issues of concern

RECOMMENDATIONS • CUSTOMER CARE • HIGH SPEED INTERNET INFRA • DISINVESTMENT