SUBMITTED BY

GROUP 6 “B

AYUSH RAJ PANDEY (130063)

VIPUL KUMAR RAI (130095)

AJIT BABU (130055)

SHRADDHA PANDEY (130086)

SATISH KUMAR (130097)

RAKESH RANJAN (130078)

EXECUTIVE SUMMARY

⮚ Bharti Airtel Limited Company was established by Sunil Bharti Mittal.

⮚ Airtel was founded in 7th July 1995.

⮚ Airtel Headquarters in Bharti Crescent, 1, Nelson Mandela Road, New Delhi, India.

⮚ It operates in 18 countries also its network spread along Africa, South Asia and

Channel Islands.

⮚ It’s products is Fixed line telephone, Mobile phone, Broadband, Satellite television,

Payment bank, Digital television, Internet television and IPTV.

⮚ It’s revenue is in 2020 89473 million rupees (US$13 billion).

⮚ Total number of employees is 19,405.

⮚ It’s subsidiaries Airtel India, Airtel Payments Bank Limited, Airtel digital TV, Airtel

Bangladesh, Airtel Africa, Airtel-Vodafone, Wynk and Robi.

INTRODUCTION

⮚ Airtel which is also known as Bharti Airtel Limited.

⮚ It is a telecom industry which carries information in a binary form through

electromagnetic wave (Micro wave), Optical fiber and Ethernet cable.

⮚ It provides low price to high price service to the customer.

⮚ Due to the low price to high price it has poor to rich customer.

⮚ It has a competition with Reliance Jio and Vodafone-Idea.

 ⮚ At a time, it was a market leader.

⮚ It provides services in term of prepaid and postpaid SIM, Broadband network, 4G,

DTH, Airtel payment bank and working on 5G technology.

MISSION AND VISSION

► VISION

To provide global telecom services and delight customers enrich the lives of our

customers.

COMPANY’S MISSION

1. ERROR-FREE SERVICE DELIVERY

2. COST-EFFICIENCY

3. INNOVATIVE PRODUCTS AND SERVICES

4. THE MOST ADMIRED BRAND OF INDIA

5. HUNGER TO WIN CUSTOMER’S LIFE

COMPLEXCITY

The vertical complexity is low in Airtel and Horizontal is high. In vertical complexity there is

One Chairman “Sunil Bharti Mittal” Who is at top level of organization under which only
one MD & CEO name as “Gopal Vittal” take care of both the locations INDIA and SOUTH

ASIA and control all departments while performing his job. Horizontal complexity is high in

term of social specialization because the Chief operating officers, chief products and

experience officer, Director of supply chain management, chief Technology officers, General

counsel and legal officers, Chief executive officer, Chief information officer, Human

resource officers (India and south Asia) all of these are specialized and professional in their

work and working under CEO and Chairman of company.

The spatial complexity is very high because it operates in 18 countries and also its network

spread along Africa, South Asia and Channel Islands.

FORMALIZATION

⮚ Overall Airtel is more formalized company except R & D Department because Airtel

is telecom sector Company that provide service to his customers that’s why if

something new plan, innovation and strategy developed by R & D department then all

other departments of organization try to implement the new developed plan.

 ⮚ For example – if the company decided to give 1 GB data in Rs 499 then all over India

Airtel customer will get benefit under this new Data Plan.

⮚ The R & D department have “off job” employees because they are professionals

⮚ The Customer care employees is “on job” employees because they are trained and

follow the instructions like How to treat the customers , what the things to be done if

the customer is facing any problems related to Data Pack, SMS, Balance etc.

ORGANISATIONAL ENVIRONMENT

● The organizational environment is the set of forces surrounding an

organization.

● These forces may hamper or facilitate the organization's access to resources,

which means they can both offer opportunities and pose threats

● ORGANIZATIONAL ENVIRONMENT CONSISTS OF MANY FACTORS

SUCH AS
A. INDUSTRY SECTOR

● Airtel, is an Indian multinational tele communication services company

based in New Delhi, India

● It operates in 18 countries.

● It is the second largest mobile network operator in India.

B. RAW MATERIAL SECTOR

C. HUMAN-RESOURCE SECTOR

Human Resource Sector of Airtel basically Focuses on 5 P’s which are:-

● People

● Pride

● Passion

● Performance

● Processes

Human Resource are the wealth of any organization. No organization can run

without Human Resource.

THE HR DEPARTMENT OF AIRTEL HAS BEEN DIVIDED INTO 4 PARTS

AND THEY ARE: -

1. TALENT ACQUISITIONS

2. HUMAN RESOURCE OPERATIONS

3. LEARNING AND DEVELOPMENT

4. ADMINISTRATION/ SUPPORT FUNCTION

1. TALENT ACQUISITIONS

It refers to the process of recruiting, tracking and interviewing job candidates, and

onboarding and training new employees.

It is further more sub-divided into parts such as:-

a. Organization structure

b. Manpower Planning

c. Sourcing

d. Hiring

e. Induction/Orientatiton

2. HUMAN RESOURCE OPERATIONS

This sub division of HR Department looks after the salary of the employees, compensation,

fringe benefits etc.

3. LEARNING & DEVELOPMENT

1. PMS (PERFORMANCE MANAGEMENT SYSTEM)

This is a system where the performance of the employees is measured based on the

annual KRA’s
2. CAREER DEVELOPMENT OF EMPLOYEE

3. ADMINISTRATION/ SUPPORT FUNCTION

This looks after all kinds of support and facilities

a. Admin/ Support Function

b. Procedure for Promotion

c. Transfer Procedure

D. FINANCIAL RESOURCES SECTOR

Finance is the life blood of the business.

Airtel has 3 verticals of the Finance Department

1. Financial Reporting and Compliances

2. Business Planning and Analysis

3. Taxation

E. TECHNOLOGY SECTOR

● Under “Project Next” airtel invest Rs2000 crore for establishment of innovation lab in

Bengaluru. By this they will provide digital solutions to the market and enhance their

network.

● Airtel announced that “it has become the country’s first telco to successfully demonstrate

LIVE 5G service over a commercial network in Hyderabad city.”

● Airtel signed agreement with Ericsson for 5G technology.

● Airtel and Qualcomm to collaborate for 5G in India.

● Airtel introduced V-FIBER technology it provided high speed data, which is based on

vectorization technology.

● For music it has acquired Wynk music.

● Prepaid and Post-paid SIM, Broadband network, 4G, DTH, Airtel payment bank, Airtel

digital TV, 4G, DTH.

F. ECONOMIC SECTOR

Fiscal and Monetary Policies –

The Republican government tax break culture has increased the deficit and it can lead to

fiscal trouble for the economy in coming years.

Level of Household Income and Savings Rate –

Increasing consumption and stagnant household income in United States had led to credit

binge consumption. It has decimated the culture of savings as people don’t have enough to

save. Airtel Bharti needs to be careful about building marketing strategy that is dependent on

“Purchase on Credit” consumer behaviour.

Employment Rate – If the employment rate is high then it will impact Airtel Bharti strategies

in two ways – it will provide enough customers for Airtel Bharti products, and secondly it

will make it expensive for Airtel Bharti to hire talented & skilful employees.

G. GOVERNMENT SECTOR

● The government allocated Rs 14,200 cr for telecom infrastructure that entails completion of

optical fibre cable-based network for defence services, rolling out broadband in 2.2 lakh

panchayats and improving mobile services in the North East.

● The budget has made provision to install 600 mobile towers for 4G services in Arunachal

Pradesh and two districts of Assam and another 600 mobile towers for 4G in Meghalaya.

● The government mopped up Rs 77,814 cr from the recently-concluded 4G spectrum sale,

selling 37% of the over 2300 units of airwaves across seven bands on sale.

● Airwaves being acquired, mostly by Reliance Jio which picked up spectrum for Rs 57,122.65

crore. Jio bagged 488.35 MHz spectrum in bands such as 800 MHz, 1800 MHz and 2300

MHz.

● India Likely to Ban China’s Huawei Over Security Concerns

DOMAINS OF AIRTEL :-
 1. So, as we all know that Domain defines “Organisation’s Niche” and defines those

external sectors with which the organisation will interact to accomplish its goal.

2. Airtel has approximately 29 % of total market share in the telecom industry so it is

kind of niche marketing that Airtel and Jio does when it comes to telecom industry.

3. Major domains of Airtel are its: -

4.

5. Major domains of Airtel are its: -

● Telecom industry

● Airtel 's payments Bank

● Airtel as internet service provider through broadband and hotspot devices.

● DTH:- Direct to Home broadcasting service which is used in our homes for watching

television.

● as well as wynk music is also a domain of Airtel which facilitates online music

streaming on any android or ios devices.

DIMENSION OF STRATEGY:

Airtel company is transforming itself into digital service provider in the existing market.

Airtel undertook many steps to achieve its goals and objectives. For instance, successful 5G

trial at Bangalore in India, set up digital innovation labs in Bangalore etc. The company is

also steadily developing it’s B2B services market by offering digital media, network, voice

services and data center-based services etc.

INNOVATION:
Airtel has completed 5G trial successfully in Bangalore in India. Airtel is the first network

provider that completed 5G trial successfully. It established digital innovation lab in

Bengaluru to work on emerging technology under its digital innovation project- Project Next.

The digital lab is being spearheaded by Harmeen Mehta.

MARKETING DIFFERENTIATION:

Airtel claims that it is providing best services to the customers and having good quality of

network. That’s why customers are loyal towards Airtel. In rural and urban, Airtel is also

serving best services.

a) Product strategy: It provides a wide variety of services in the telecom fields. such as

mobile services, tele media services, digital TV services, airtel business.

b) Airtel price/pricing strategy: There are large numbers of telecom operators working in

the telecom fields. It follows competitive pricing strategy. It is monitored by Telecom

Regulation Authority of India (TRAI).

c) Airtel place and distribution strategy: It has a wide distribution network. Airtel sell its

services through distributors & retailers. All services are available at retail stores,

convenient store & roadside stalls etc. Airtel make it available easily to reach remote

area through grocery shop, paan shop etc. Now, customers can avail its services

through online such as Airtel app, PhonePe, Google pay, Paytm etc.

d) Airtel promotion and Advertising strategy: Its promotional campaign is done through

TV, Print, Events, Social media etc. Big celebrities endorse its services. There are

various sponsors events done by Airtel. It also engages in Education campaign & girls

child awareness campaigns etc.

BREADTH:
Airtel has launched “Airtel mega” fixed wireless phone services and delivering their next

generation enhanced network with a breadth of Intel technology including Intel, Xeon etc. It

is providing high speed 4G network that covers the length and breadth of India.

COST OF CONTROL:

Airtel has tightened cost control and keep cutting discount on business standards. It offers

greater operational efficiency.

TYPES OF STRATEGY:

Airtel’s intended or deliberate strategy refers the Airtel keep providing calling and data over

time because it is a planned strategy whereas Jio was capturing the market when Jio was

launched initially, then Airtel took emergent strategy to retain the existing customers and to

attract the new users towards Airtel.

Miles and Snow’s strategy typology

At a time airtel was a prospector and market leader with 251.2 million customers in 2016 but

when Jio was launch in September 2016 then after airtel become analyser. Jio had 306

million customers while airtel had 284 million customers in 2019.

Jio had 422.92 million wireless subscribers while airtel is in 2 nd spot with 352.40 million

customer and Vodafone idea having 283.71 users at the end of March 2021. But airtel had the

highest ratio of active customer which was 97.72 percent.

Despite Airtel providing good quality of network airtel shift their high-cost strategy to low

cost because of Jio. Airtel price is sightly high as compare to Jio because they claim that

airtel network is India best network. Airtel first analyze Jio price then they decide their

product’s price.
Submarine optical fibre cables are the backbone of any communication. Jio already connect

Asia-Africa-Europe by own optical fibre cable and making plan to further laying optical fibre

in India and outside India.

Airtel is now start laying optical fibre outside country because laying submarine optical fibre

cables take too much capital. Here Jio is far away from airtel and airtel is analyzing the Jio

strategy. That’s why airtel is analyser right now.

To make again a market leader or prospector airtel should

1. Invest in tier 1 network (submarine optical fibre cables), because this is the backbone

of any communication. By this network Airtel can provides high speed

communication in low cost.

In India Airtel have already strong network by the help of optical fibre cables and too

many towers so inside India there are no big problem for Airtel, the main problem is

how to receive and transmit information from outside India. Airtel operate in 18

countries so first need to connect these countries by own optical fibre cable.

2. Need to work on 5G technology and launch as soon as possible with low cost across

all over India. 5G technology is a new technology if they launch earlier as compare to

Jio then airtel have an edge over Jio and airtel become a market leader again. Airtel

already tested their 5G technology in Bangalore.

Technology

Airtel follow routine technology because task variety is low and problem

analyzability is high.

Here task variety is low because they already tested their new technology before

launching. During the R&D period they faced task variety high.
Airtel is highly formalized except R & D Department because they are providing

good and same type of network to all customers.

Airtel is doing repetitive work of providing calling and internet services to customers.

Their products are varying on the basis of price but providing same type of network

and services to all customers.

Airtel is more centralized to taking decision of product’s price. Price of their products

are same across all India.

Organizational Structure

There are five types of organizational structure

1. Simple structure

2. Machine Bureaucracy

3. Professional Bureaucracy

4. Divisionalized Form

5. Adhocracy

Organizational structure of airtel is Machine Bureaucracy. Airtel work process is

highly standardized. They treat equally to all customer by provider same network and

products.

Airtel is doing repetitive work of providing calling and internet services to customers.

They also provide some more products like- Airtel payment bank, Airtel digital TV

plus setup box, Airtel Bangladesh, Airtel Africa, Wynk and Robi, Dongles and routers

etc to all customers. They have variety of product so its is complex. The technology is

changing frequently in telecom sector. We can see how frequently change 1G network

in 5G network. Launching Jio is also a revolution in telecom sector. Elon Musk also

working on to providing internet through satellites under project “Starlink”. So, we

 can say telecom sector is unstable environment. Airtel is a variety of product and

telecom sector is unstable so we can say airtel is complex and unstable environment.

These all product are standardized. They are providing same type of services to their

all customers.

PRODUCT LIFE CYCLE STAGE

● In basic understanding organisation life cycle is been divided into 5 stages named as

phase 1,phase 2, phase 3 ,phase 4 and phase 5 . These faces are basically dependent

on organisational size along with organisational age. The first stage comprises of

leadership crisis stage in which Airtel has never faced such an issue with leadership

crisis.

● Airtel has mainly faced a very unknown crisis i.e in phase 5 of organisation life

cycle which it has to face because of its competitors like the marketing strategy of

jio which did not let anyone survive within the industry but in that kind of

situation also Airtel was the only one which successfully survived thus the phase 5

of organisation life cycle comprises of unknown crisis that Airtel has to face.

● In phase 1 and phase 2 of organisational life cycle Airtel has successfully survived

its evolutionary as well as revolutionary stages because of a very good marketing

strategy and a very good product quality. There is a very loyal Group of customers

that Airtel has made. Despite of having expensive plans then other companies

Airtel has successfully survive till date just because of the services and the quality

of product that they are offering.

 REFERENCES
● https://m.economictimes.com/industruy/telecom/telecom-news/airtel-
vodafone-idea-loss-30-mn-customers-jio-adds-9-4-mn-users-in-mar/
amp_articleshow/69432089.cms (Economictimes)
● https://www.dnaindia.com/business/report-reliance-jio-added-942-
million-subscribers-in-march-here-s-how-idea-airtel-performed-2618350
(DNA INDIA)
● https://www.statista.com/statistics/740370/india-number-of-bharti-airtel-
mobile-services-customers/
● https://www.google.com/amp/s/www.indiatoday.in/amp/technology/
news/story/jio-leads-subscriber-additions-in-march-airtel-records-
maximum-number-of-active-users-1817461-2021-06-21
● https://www.google.com/amp/s/www.businesstoday.in/amp/latest/
corporate/story/reliance-jio-airtel-india-2nd-largest-telecom-company-
190512-2019-04-25
● www.airtel.in
● www.wikipedia.com
● www.businesstoday.com