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STRATEGIC MANAGEMENT AT BHARTI AIRTEL

SUBMITTED TO:
PROF. SUNIL GARG IMS NOIDA

SUBMITTED BY:
RAVI SHEKHAR BHARADWAZ

ROLL NO: PGD 10081 SECTION: B

Table of Contents:

Serial No 1 2 3 4 5 6 7 8

Topic of Contents Cover page Table of contents


Introduction to the company

Page No 1 2 3-4 5 6-7 8 9 10

Growth of the company Strategy of Bharti Airtel Future Prospects Recommendations Bibliography

INTRODUCTION BHARTI AIRTEL

Sunil Bharti Mittal founded the Bharti Group. In 1983, Sunil Mittal was into an agreement with Germany's Siemens to manufacture the company's push-button telephone models for the Indian market. In 1986, Sunil Bharti Mittal incorporated Bharti Telecom Limited (BTL) and his company became the first in India to offer push-button telephones, establishing the basis of Bharti Enterprises. This first-mover advantage allowed Sunil Mittal to expand his manufacturing capacity elsewhere in the telecommunications market . Today, Airtel is the largest cellular service provider in India and fifth largest in the world

Bharti airtel limited is a leading global telecommunications company with operations in 19 countries across Asia and Africa. The company offers mobile voice & data services, fixed line, high speed broadband, IPTV, DTH, turnkey telecom solutions for enterprises and national & international long distance services to carriers. Bharti airtel has been ranked among the six best performing technology companies in the world by business week. Bharti airtel had 200 million customers across its operations.

Highlights
Bharti airtel announces its second quarter ended september 30, 2011 on november 4, 2011 Airtel digital tv now has 11 true hd channels, expands total channel count to 262 Now enjoy high speed browsing when you need it most with airtel smartbytes Experience the magic of high definition this festive season with airtel digital tv and sony india! Bharti airtel to observe silent period from september 30, 2011 Airtel digital tv brings the celebrated tv series johnny test to india

BUSINESS DIVISIONS

Bharti airtel offers GSM mobile services in all the 22-telecom circles of India and is the largest mobile service provider in the country, based on the number of customers.

The group offers high-speed broadband with the best in class network. With fixed line services in 87 cities, we help you stay in touch with your friends & family and keep you updated round the clock

Enterprise Services provides a broad portfolio of services to large Enterprise and Carrier customers. This division comprises of the Carrier and Corporate business unit. Enterprise Services is regarded as the trusted communications partner to India's leading organizations, helping them to meet the challenges of growth.

Discover the magical experience of digital enterainment with airtel. From DVD quality picture and sound, the best and widest variety of channels and programmes to the best ondemand content on airtel Live, your TV viewing experience change forever with digital TV from airtel!

GROWTH OF THE COMPANY


By the early 1990s, Sunil Mittal had also launched the country's first fax machines and its first cordless telephones. In 1992, Sunil Mittal won a bid to build a cellular phone network in Delhi. In 1995, Sunil Mittal incorporated the cellular operations as Bharti Tele-Ventures and launched service in Delhi. In 1996, cellular service was extended to Himachal Pradesh. In 1999, Bharti Enterprises acquired control of JT Holdings, and extended cellular operations to Karnataka and Andhra Pradesh. In 2000, Bharti acquired control of Skycell Communications, in Chennai. In 2001, the company acquired control of Spice Cell in Calcutta. Bharti Enterprises went public in 2002, and the company was listed on Bombay Stock Exchange and National Stock Exchange of India. In 2003, the cellular phone operations were rebranded under the single Airtel brand. In 2004, Bharti acquired control of Hexacom and entered Rajasthan. In 2005, Bharti extended its network to Andaman and Nicobar.'2009, Airtel launched its first international mobile network in Sri Lanka. In 2010, Airtel began operating in Bangladesh.

STRATEGIES OF GROWTH
Acquisitions and Mergers
MTN
In May 2008, it emerged that Bharti Airtel was exploring the possibility of buying the MTN Group, a South Africa-based telecommunications company with coverage in 21 countries in Africa and the Middle East. The Financial Times reported that Bharti was considering offering US$45 billion for a 100% stake in MTN, which would be the largest overseas acquisition ever by an Indian firm

Zain
In March 2010, Bharti struck a deal to buy the Kuwait firm's mobile operations in 15 African countries, in India's second biggest overseas acquisition after Tata Steel's $13 billion buy of Corus in 2007

Telecom Seychelles
On August 11, 2010, Bharti Airtel announced that it would acquire 100% stake in Telecom Seychelles for US$62 million taking its global presence to 19 countries. Telecom Seychelles began operations in 1998 and operates 3G, Fixed Line, ship to shore services satellite telephony, among value added services like VSAT and Gateways for International Traffic across the Seychelles under the Airtel brand.

JOINT VENTURES
Airtel-Ericsson
As per a five-year managed services agreement signed recently, Ericsson will manage and optimize Airtels mobile networks in Africa. Ericsson will modernize and upgrade Airtels mobile networks in Africa with the latest technology including its multi standard RBS 6000 base station.

REBRANDING
On 18 November 2010, Airtel rebranded itself in India in the first phase of a global rebranding strategy. The company unveiled a new logo with 'airtel' written in lower case. Designed by London-based brand agency, Brand Union, the new logo is the letter 'a' in lowercase, with 'airtel' written in lowercase under the logo. On 23 November 2010, Airtel's Africa operations were rebranded to 'airtel'. Sri Lanka followed on 28 November 2010 and on 20 December 2010, Warid Telecom rebranded to 'airtel' in Bangladesh.

SPONSERSHIPS
On 9 May 2009 Airtel signed a major deal with Manchester United Football Club. As a result of the deal, Airtel gets the rights to broadcast the matches played by the team to its customers. Bharti Airtel signed a five-year deal with ESPN Star Sports to become the title sponsor of theChampions League Twenty20 cricket tournament. But now the deal is terminated and Nokia is sponsoring Champions League Twenty20 cricket." Airtel, also signed a deal to be title sponsor the inaugural Formula One Indian Grand Prix during the 2011 season.

Energy conservation
The company has installed solar hot water generator at its main campus in Gurgaon for fulfilling the hot water requirement in the cafeteria. Majority of its facilities across NCR region are now equipped with LES (Lighting Energy Savers) which have reduced energy consumption in the lighting system to the tune of 1025%. Variable Frequency Drives installed in AHU (Air Handling Unit) at its campus have helped in enhancing the efficiency of cooling system by 10%. These measures have resulted in a total saving of 8.5 lakh units of electricity per year. Alternate energy sources such as solar energy They have already deployed these at as many as 1050 sites thus saving 6.9 mn litres of diesel and approximately Rs. 280 mn. Energy efficiency measures such as Integrated Power Management Systems and variable speed DC generators

It has resulted in the reduction in the rate of diesel consumption by 1.2 mn litres. They have already saved Rs. 47 mn across nearly 900 sites Demand side management like Free Cooling Units (FCU) instead of air conditionersI t has already been implemented across 3400+ sites, saving consumption of 4.1 mn litres of diesel.

PERFORMANCE OF THE COMPANY SUBSCRIBER BASE


Bharti Airtel has about 230.8 million subscribers worldwide 169.18 million in India, 46 million are in Africa, 4 million in Bangladesh and 1.8 million in Sri Lanka as of the end of June 2011. The numbers include mobile services subscribers in 19 countries and Indian Telemedia services and Digital services subscribers.

FUTURE PROSPECTS
Bharti has a great past and has performed better than its peers. But, it has a short-term that is threatened by competition. In this environment of intense competition, will Bharti remain a leader/winner in the future? Established advantages to drive growth: Bharti Airtel has few advantages that will help it drive its growth in future. Largest player in the telecom industry, A market leadership position in a growing telecom market, A very strong brand which has helped it maintain customer loyalty Minute-Factory model: This model allows Bharti to minimize its costs substantially. In this model, Bharti partners with local players for its basic infrastructure needs and hence converts fixed cost to variable costs. The beauty of the Minute-Factory, is that it can add small capacities fairly rapidly and economically which is not possible in subscriber-led model

RECOMMENDATIONS
The company should carry on its strategy in order to sustain its market leadership position.

BIBLIOGRAPHY
www.bhartiairtel.com www.wikipidia.com www.google.com BOOKSMarketing Research by KOTLER PHILIP. Stretigic Management by Kazmi.

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