1. JAIPURIA INSTITUTE OF MANAGEMENT,
LUCKNOW
A STUDY
ON
BHARTI AIRTEL
Date: 02/August/2010
Submitted By: Submitted To:
Stuti Agarwal (JIML-10-FS-043) Dr. Manisha Seth
Udayan Gulati (JIML-10-FS-049)

2. Shobhit Agarwal (JIML-10-137)
Shivam Ramchandani (JIML-10-FS-041)
TABLE OF CONTENTS
Digital TV Services....................................................................................................7
Telemedia Services.....................................................................................................7
Airtel follows the “Situational and Participative Leadership Styles” which shows that
leaders must adjust their leadership style according to the situation as well as to the
people being led. The Company makes effort to make the employees participate in the
management process and also prepares them for the future events and odd situations.
.......................................................................................................................................14
Controlling Process..........................................................................................................14
Expansion of the organization: A growth of a company tends to have very
profitable reinvestment opportunities for its own retained earnings. Thus, expansion
of an organization is very important. For e.g. Airtel Connects with Africa – to
become the first Indian brand to go truly global......................................................15
Reduction of Environmental Effects: Environmental issues have become
increasingly more important the last decade. It is of great importance to reduce
emissions of green house gases (GHG) and the transport sector contributes to a
large part of GHG emissions. Longer transport time contribute to higher capital
cost of goods during transit. For e.g. Airtel is making efforts to reduce the cost of
transportation by 3%. The company has taken measures to control the high prices
of raw material due to long routes of transport............................................................15
Topics:
Introduction 3
History 4
Market Position 5
Social Responsibility/Ethics 6
Vision/Mission/Goals 7
Planning Process 8
2

3. SWOT Analysis 9
Organising/Organizational Chart 10
Organising Culture/Motivational Aspects/ Types of Leadership 11
Controlling Process 12
Controlling Measures 13
Summary of the Report 14
Observation of the Report 15
References 16
Appendices 17-19
ACKNOWLEDGEMENT
Perseverance Inspiration and motivation have always played a key
role in the success of any venture. So hereby it’s our pleasure to record
thanks and gratitude to the people involved.
Firstly, we thank to our subject teacher Dr. Manish Seth for her
encouragement, continuous support and help in completing the study at
Bharti Airtel Limited.
And Special thanks to Mr. Chakraborty for always ready to listen
and give advice.
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4. At last, thank to my parents and friends for being so supportive &
being my inspiration on this project.
4

5. INTRODUCTION
Airtel is one of the India’s leading providers of telecommunication services with a
nationwide presence in all the 23 licensed jurisdictions (also known as Telecom Circles).
Airtel served an aggregate of 88,270,194 customers as of December 31, 2008; of who
85,650,733 subscribe to our GSM services and 2,619,461 use our Telemedia Services
either for voice and/or broadband access delivered through DSL. Airtel is the largest
wireless service provider in the country, based on the number of subscribers as of
December 31, 2008. They also offer an integrated suite of telecom solutions to our
enterprise customers, in addition to providing long distance connectivity both nationally
and internationally. They have recently forayed into media by launching our DTH and
IPTV Services. All these services are rendered under a unified brand “Airtel”. The
company also deploys, owns and manages passive infrastructure pertaining to telecom
operations under its subsidiary Bharti Infratel Limited. Bharti Infratel owns 42% of Indus
Towers Limited. Bharti Infratel and Indus Towers are the two top providers of passive
infrastructure services in India.
In this report we are observing the Business from a “Management Standpoint”.
Successful businesses have extensive knowledge about their customers and competitors.
Getting accurate and specific information about your customers and competitors is a
critical first step in market investigation and development of a marketing plan. Accurate
market assessment and development of an effective plan is critical to the success of both
new and existing businesses. The market impacts and directs all aspects of the company's
activities and ultimately will lead to success or failure of the business.
In developing a market plan, your primary functions are to understand the needs and
desires of your customer select or develop a product or service that will meet customer
needs, develop promotional material that will make the customer aware, and ensure
product or service delivery, and this is what the report is all about. We are describing the
“Management Process, Decision Making Process, Planning Process” and other
techniques of Business/Company.
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6. Bharti Airtel
HISTORY
Bharti Airtel is India’s no.1 reliable network, serving at around 88 million voice & data
user subscribers. The need of research study is to study about Bharti Airtel,
understanding its various strategies that keep it ahead of all other competitors like
Vodaphone, Idea, and Reliance etc. This study is undergone through various steps of
research project. The method used for the research project are- Group Discussion,
internet browsing, different graphs & chart study etc. From this analysis we found that
Bharti Airtel has the largest market share due to its calling plans, Tariff plans and other
strategies.
Some of the key points are:
• Telecom giant Bharti Airtel is the flagship company of Bharti Enterprises.
• Bharti Airtel, formerly known as Bharti Tele-Ventures Limited (BTVL).
• India's largest and world's third largest cellular service provider.
• More than 88 million subscribers as of 31 December 2008.
• Airtel provides mobile & fixed wireless services using GSM technology across 23
telecom circles.
• Largest Telecom Company listed on Indian Stock Exchanges.
• The company also has a submarine cable landing station at Chennai, which connects
the submarine cable connecting Chennai and Singapore.
• On 19 October 2004, Airtel announced the launch of a Blackberry Wireless Solution
in India. The launch is a result of a tie-up between Bharti Tele-Ventures Limited and
Research in Motion (RIM).
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7. Market Position of the Company
Share value of the company: 322.55*
Volume 1,893,379
Previous Year Close 320.35
Day's H/L (Rs) 324.30 - 317.55
52wk H/L (Rs) 467.00 - 229.50
Market Cap (Rs Cr) 122,488.36
Revenue US$ 7.254 billion (2009)
Operating income US$ 2.043 billion (2009)
Net income US$ 1.662 billion (2009)
Total assets US$ 11.853 billion (2009)
(Fig. 5 shows the financial statements)
Services by provided Bharti Airtel:
Airtel Communications Services
Prepaid Connections Blackberry Wireless Internet
Postpaid Connections Smart phones International Calling
Cards
Digital TV Services
The Digital TV business provides Direct-to-Home (DTH) TV services across India under
the brand name Airtel Digital TV. It started services on 9 October 2008.
Telemedia Services
The Telemedia business provides services in 89 Indian cities and consists of two brands.
Airtel Broadband provides broadband and IPTV services. Airtel provides both capped as
well as unlimited download plans. The maximum speed available for home users is
16Mbps.
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8. Social Responsibilities
"As a first step towards fulfilling the vision of the Government and the leadership of the
country, Bharti has kick-started it’s voluntary and affirmative action in making
significant contribution to provide education to the weaker sections of the society, so as
to make them employable. We need to ensure that our children and young people have
access to quality education. Through Bharti Foundation we are determined to make a
substantial impact in this area."
"As a responsible corporate citizen, we have decided to substantially scale up our existing
programs in the area of education, in order to support the aspirations of under-privileged
in the country."
At Bharti Enterprises, there is absolute belief in quality education being the most
important tool for social and economic development in India. All educational programs
initiated by Bharti Foundation involve close partnerships with the government, policy
makers, local communities and the general public.
Bharti Foundation implements education programs in primary and higher education to
help both holistic and academic development of underprivileged children and youth
across the rural pockets of India. The primary school program is designed to teach
students to explore, question, reason and communicate effectively.
Ethics
• The partners will conduct all its dealings in a very ethical manner and with the
highest business standards.
• All partners with a business relationship with Bharti Airtel shall comply with the
highest level of integrity and ethical practices.
• The partners will provide all possible assistance to Bharti Airtel in order to
investigate any possible instances of unethical behavior or business conduct
violations by its employee. Partner will disclose forthwith any breach of these
provisions that comes to their knowledge to allow for timely action in their
prevention and detection.
• Partners will adopt appropriate processes to prevent offering any illegal
gratification in the form of bribes or kickbacks either in cash or in kind in the
course of all dealings with us. Any instances of such violations will be viewed in
a serious manner and Bharti Airtel reserves the right to take all appropriate
actions or remedies as may be required under the circumstances.
• All partners are required to confirm their compliance to ethical dealings on an
annual basis by signing a certificate to this effect as per Bharti Airtel's standard
annual certificate.
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9. Vision
By 2010 Airtel will be the most admirable brand in India.
• Loved by more customers
• Targeted by top talent
• Benchmarked by more businesses.
• First private telecommunications company to launch long distance services
By 2020:
• To build India's finest business conglomerate by 2020
• Supporting education of underprivileged children through Bharti Foundation
• Strategic Intent:
o To create a conglomerate of the future by bringing about “Big
Transformations through Brave Actions.”
Mission
“We at Airtel always think in fresh and innovative ways about the needs of our
customers and how we want them to feel. We deliver what we promise and go out of
our way to delight the customer with a little bit more”
• Innovative products and services
• Cost Efficiency
• Unified Messaging Solutions
• We will meet the mobile communication needs of our customers through
Error-free service delivery
• Has a target of 125 million subscribers by 2010
Objectives/Goals
• To undertake transformational projects that have a positive impact on the
society and contribute to the nation building process.
• To Diversify into new businesses in agriculture, financial services and retail
business with world-class partners
• To lay the foundation for building a “conglomerate” of future.
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10. Economic Scenario
• GDP growth rate - Averaged around 7.9 % from 2002-2008
• Rising Tele-density – Target of 45% by 2010
• Growing per capita income/disposable Income
• Rs 12000 in 2002 to Rs 33000 in 2008)
• Falling Handset Prices
• Moderate inflation levels which were prevalent during the past 7 years – around
5-6%
Planning
Planning for items/services is done at different time horizons.
 Long Term Planning
 Annual Planning
 Quarterly / Monthly Planning
 Daily Planning
• Long Term Planning
The time horizon is three years and it is strategic in nature. Strategic / privileged
partners would be a part of the planning process and the long term plans would be
communicated to all partners. These plans would help partners to align their vision and
business model with Bharti Airtel and covers areas of business model, market drivers,
supply chain alignment, technology and emerging trends.
For e.g. Airtel planned for the products like “Lifetime Sims”.
• Annual Planning
The time horizon is one year and it is tactical in nature. Strategic / privileged partners
would be a part of the planning process and the Annual plans would be communicated
to all partners. These plans would help partners to provide for resources in their
business plan to support the requirements of Bharti Airtel.
• Quarterly/Monthly Planning
Quarterly / Monthly plans are operational in nature. The plans would cover tentative
requirement of a quarter and confirmed requirements for a shorter period of time.
These plans would include inventory levels, demand forecast and replenishment
requirements. These plans would help partners to plan their operations.
• Daily Planning
Daily Plans are at the execution level and would capture changes in the earlier
planning cycles. Partners need to adhere to the daily plans and make adjustment to
their long term / short term plans as per the changes communicated from time to time.
10

11. (Fig. 3 represents the Planning Process)
Decision Making Process
Decision making for each level is done at entirely at their level. This encourages
effective problem solving. Puri says: - As decision making goes down the chain, the
problem get appropriately addressed closest to where they arise. Sometimes in large
organisation if the problem is at level 10, it gets solved at level 1 by time which
changes colour and texture and the solution is bound to be less effective. We
operationalised the decision making process. I often tell my teams, “Come to me with a
problem and a solution, not just the problem.”
Changes the Company is facing in light of present
economic scenario
SWOT ANALYSIS
Strength
• Market Leader
• Recognized Globally
• Strong Brand Image
• Strong New Business Development team
• Strong Financials
• Largest Telecom Player 22.6%
Weakness
• Outsourcing of core system
• Network Coverage
Opportunities
• Low Broadband Penetration, Rural
• Telephony
• Bharti Infratel – Cutting Down cost in rural area
• Current Tele-Density – 30.6 is still low among developing countries
Threats
• Falling ARPU
• Intense Competition & Shortage of Bandwidth
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12. • New Players coming in India
• Uncertain Economic Condition
(Fig. 1 & 2 shows the detailed information regarding the SWOT Analysis)
Organizing
“Organizing is the structural framework within which the various efforts are coordinated
and related to each other."
Organization is one of the basic functions of management. Organizing is referred to as
creating a structure of relationship for the efficient management of the enterprise. In other
words organization means a group of persons working together to achieve some common
objectives. It is related with building up of a framework or structures of various inter
related parts. We can say that, organizing is a process consisting of a series of steps by
which managers create a network of authority responsibility relationship. It helps the
people to work together (relate to one another) for a common aim /objective.
Airtel is an ideal organization because of following points:
It has:
• .Harmonious grouping of Functions
.Clear division of Duties and Responsibilities
.Reasonable span of control
.Provision for growth and expansion
.Specialisation of employee’s
.Full use of man-power
.Provision of two-way and effective communication
Steps/Procedures in the process of organizing:
• . Identifying the work
. Division of work
. Assignment of duties
. Grouping of activities
. Delegation of authority
. Co-ordination
. Defining relationships
Organizational Chart of Bharti Airtel
This organizational chart gives a brief description of the levels of management in the
organization. The chairman and the managing director here is the head of the
organization i.e. they constitute the top level management. the next level is the president
and CEO after the chairman who is again further sub-divided into various stages i.e. the
president for various department such as mobile services, Telemedia, etc. below the
12

13. president are the directors of various other department present in the organization like
customer services, supply chain, technology, etc.
(Chart shown in appendices Fig.4)
Organizational Culture
Bharti Airtel is a diverse multicultural organization with 48 nationalities represented
across its various businesses in 21 countries. Bharti has traversed a long way from its
humble beginnings as a bicycle component manufacturer to a multinational group present
in several businesses. Their values encompass:
• Entrepreneurship: A core tenet for a first-generation entrepreneurial company.
The company believes in providing people opportunities to do all that they can
and be what they want to be.
• Respect for all: Being respectful towards all whom we meet during our day-to-
day professional interactions.
• Passion for performance: Our journey would not have been possible without an
enduring, bordering on fanatical focus on performance. This is what we also seek
in our employees – a keen focus on outcomes through performance excellence.
• Teamwork: We value “the power of many” and look to harness collective
synergies through collaboration and teamwork.
• Building collaborative partnerships: Forging strategic partnerships with
eminent brands and companies from across the world - be it Singtel, Wal-Mart,
AXA, Del Monte - is part of our DNA. Much of the work gets done by picking up
the phone or popping into a team member’s cabin.
Motivational Aspects
The Motivational Techniques followed by Bharti Airtel are of three kinds:
• Arousal of behavior
• Direction of behavior
• Persistence of behavior
Arousal of behavior relates to a specific thing that activates behavior.
Direction of behavior relates to what is responsible for directing the behavior.
Persistence of behavior relates to how the behavior is sustained.
Type of Leadership
13

14. Airtel follows the “Situational and Participative Leadership Styles” which shows that
leaders must adjust their leadership style according to the situation as well as to the
people being led. The Company makes effort to make the employees participate in
the management process and also prepares them for the future events and odd
situations.
(Fig.6 shows different types of leadership)
Controlling Process
Strategic Sourcing:
Establishing a proper telecom sourcing strategy is the key to maintaining a successful
TEM program. Identifying the right sourcing partners will ensure service providers
provide an acceptable level of service with the commitment to ensure a long term
relationship that will bring mutual benefits. Ideally, a sourcing strategy should be made
up of a combination of established enterprise-wide telecom specific policies and
procedures together with experienced procurement specialists who understand the
telecommunications landscape. During the sourcing process, tariff rate benchmarking and
detailed contract negotiations with service providers should be conducted to ensure the
relationship is mutually beneficial with long term implications. The result of proper
sourcing is the trickledown effect of savings that flow straight through the whole TEM
lifecycle.
Procurement:
A proper procurement strategy should focus on service order management automation
and processes that provide centralization and standardization to handle all service
requests, service orders, and order tracking of products and services from within the
enterprise. All service requests and orders should be tightly associated with the
organization’s inventory management system. Processes and workflow capabilities
should also be customized to provide optimal process models that meet each enterprise's
unique business environment. Employing an effective procurement strategy will bring
about potential cost saving benefits, ranging from the elimination of ordering duplicate
service inventory to time-based cost savings from streamlined ordering and tracking
workflows throughout the procurement process.
Bill Processing:
Bill processing should be automated to handle the receipt, loading, audit, cost allocation,
approval, payment, and tracking all telecom invoices within the enterprise. With
automation, the processing of telecom invoices is simplified by providing a more
streamlined workflow with a consolidated view of all service provider expenditures in a
standardized format across the enterprise. As a result, enterprises can see productivity
gains from audited and approved bills being paid on time, the elimination of late payment
fees, streamlined headcount to load, process, and pay bills, and more granular tracking
and cost allocations of all telecom spend activity within the enterprise.
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15. Inventory Management:
Inventory management is perhaps the most dynamic process within the whole TEM
lifecycle. The management of inventory and its associated MACDs (Moves, Adds,
Changes and Disconnects) is in constant flux. Thus, establishing a centralized and
extensible process oriented inventory management system to capture and manage this
change is critical to ensuring optimal inventory best practices within the enterprise.
Deploying an effective inventory management system will result in benefits such as the
identification of duplicate, unknown, or "zero use" inventory, more streamlined processes
to manage all MACD activity, and the increased ability to track and monitor inventory to
ensure optimal use with maximum accountability.
Reporting & Analysis:
Reporting and analysis should be customizable and flexible to provide output views that
are relevant to all levels of the organization. Output formats should include online
dashboard views, multi-format document export capabilities, and integration with
external systems such as data warehousing and enterprise resource planning (ERP)
systems. Multi-level security functions should also be implemented to ensure the right
party with the assigned rights can receive and view their associated information.
Control Measures
Expansion of the organization: A growth of a company tends to have very profitable
reinvestment opportunities for its own retained earnings. Thus, expansion of an
organization is very important. For e.g. Airtel Connects with Africa – to become
the first Indian brand to go truly global.
Test Process Improvement: The products the Company manufactures are used in an
area of the industry where errors leading to a stop in production can be quite
expensive. Bharti Airtel lays emphasis on the improvement of the reports and
harmonizes the documents and standardizes the documents. For e.g. Bharti
Airtel announces Strategic Organization Changes for Future Growth.
Reduction of Environmental Effects: Environmental issues have become increasingly
more important the last decade. It is of great importance to reduce emissions of green
house gases (GHG) and the transport sector contributes to a large part of GHG
emissions. Longer transport time contribute to higher capital cost of goods during
transit. For e.g. Airtel is making efforts to reduce the cost of transportation by 3%.
The company has taken measures to control the high prices of raw material due to
long routes of transport.
15

16. Summary of the Report
This report on Bharti Airtel is done to find out certain objectives
regarding the strategic approach adopted by Bharti Airtel to stand strongly in
the competitive telecom market. Airtel’s marketing strategies are analyzed
by using various models like SWOT Analysis, Organizational Chart,
Porter’s Five Forces, Porter’s Generic Strategy & etc.
The outcomes of these models are properly analyzed to find
companies position in the market & various ways how company is surviving
in this competitive market.
This report on Airtel not just give us description about the company
but it also talks about the various marketing strategy adopted by the
company. SWOT analysis of Airtel helps to find out the weak points of the
company and to find out the way to overcome these problems.
This Report also focuses on vision, mission, goals and various levels
of organization present in Bharti Airtel. It also explains the various
controlling processes used in the company.
16

17. Observation of the Business from a Management
Standpoint
During the project I find out the whole information regarding the company BHARTI
AIRTEL. We have paid special consideration towards that how to make a company more
and more successful in a market and also realized that there is only one way by servings
the consumer in such a way as to make them more and more satisfied and more and more
delight by our various schemes, offers and services and all the other sectors which
influence on customer for using such a good product of a good company.
There, I would also like to suggest few points over which top management should think
and take corrective action to overcome those drawback due to which Mobile Service
providing companies & authorized dealer has gradually losing its market position so that
the company must take following measure to regain its market position.
1. Company should encourage to solve the customer complaint customer satisfaction
should be the ultimate aim of the organization so customer complaints should be
removed
2. Promotion by local advertisement & on electronic media more as to print media
as it is the biggest media to reach common customer.
3. Companies should also start promotional schemes for the customers.
17

18. References
• Bharti Airtel, Annual Report -2008
• Investors presentation, Bharti Airtel Limited, November
2008
• Telecommunication Services, Indian Industry: A Monthly
Review, CMIE – November 2008
• Analyst Report – Bharti Airtel, Asit C. Mehta Investment
Intermediates Ltd.
• Telecommunication Sector Report – March 2008, CRISIL
• Capitaline Database http://capitaline.com
• Indian Telecommunication Sector - August 2007, IBEF
Report
• “Next Big Spenders – Indian Middle Class”, Business week
Websites:
• WWW. BHARTIAIRTEL.IN
• WWW. AIRTEL.IN
• WWW. GOOGLE.COM
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19. Appendices
Poter’s 5 forces
Fig. 1
Poter’s Generic Strategy
Fig. 2
19

20. BCG Matrix for Bharti
Airtel
Fig 3
HIGH
Mobile Services
DTH & IPTV
Broad Band
LOW
HIGH LOW
Organizational Chart Fig. 4
20

21. Financials Snapshot
Fig. 5
Leadership Styles
Fig. 6
21