Welcome to our Presentation

Approaches
Of
Strategic Management
Process
In
AIRTEL
 About Airtel
Bharti Airtel Limited is a leading global
telecommunications company.
It operation in 17 countries across Asia and Africa.
It is established in July 07, 1995, as a Public Limited
Company.
Its Headquarter in New Delhi, IndiaIts
Subsidiaries company’s are Robi Axiata Limited, airtel
digital TV, Airtel India, more.
 Its Parent organization is Bharti Enterprises.
Bharti Airtel had over 379 million customers across its
operations at the end of June 2017.
 Vision
Their vision is to enrich the lives of their customers.
Their obsession is to win customers for life through
exceptional experience.

Objectives
Grow market share profitably. Accelerate non-mobile
businesses.
 Strategic Management Process
in
AIRTEL

The Strategies Adopted By AIRTEL:

1. Corporate Level Strategy

2. Business Level Strategy
3. Competitive Advantage
4. Strategy in Innovation of Value Added Services
5. Porter’s Five Models
 1.Corporate Level Strategy
The corporate level strategy divided into two unites: Carrier
business unit and corporate business unit.

The Corporate Business Unit

The Corporate Business Unit provides end to end telecom
solutions to India's large corporate

The Carrier Business Unit

The Carrier Business Unit provides long distance wholesale
voice and data services to carrier customers as well as to
other business units of Airtel.
 2.Business Level Strategy

Airtel cellular service follows a cost leadership strategy.

Airtel has maintained its cost leadership by reducing its
operational costs and its unique business model- which
outsources all major functions except, sales, marketing
and finance. Differentiation is also attempted with the
help of value added services..
 3.Competitive Advantage
oStrategic alliances: Acquisitions and JVs
Airtel has been entering into various JVs and acquisitions to
increase its footprint as well as global presence.

oSupplier Relationships
It relies on Bharti Infratel for towers, IBM for IT systems etc. It
is able to sustain its innovative business model ,by focusing on
relationship management with vendors

oBusiness Process Outsourcing

•Airtel is known for being the first mobile phone company in the
world to outsource everything except marketing and sales.
•The firm outsources many of its most fundamental functions.
• Its communications networks to Ericsson and Nokia Siemens.
4.Strategy in Innovation of Value Added Services

1. Separate value-added service

2. Provide Free antivirus
3. M-Commerce
4. Network 
5. Declining ARPU
 5.Porter’s Five Models

1. Threat of New Entrant

 Uninor’s variable pricing has left feathers ruffled

 Challenges have also been posed by inclusion of 3G
technology

2. Power of Suppliers

There is monopoly with the government in allocation of

bandwidth
The system lacks transparency which leads to several losses
The limited pool of talented managers and engineers
3. Power of Buyers

The end user is the happiest as the price wars are prevalent
Telecom in the present day holds low brand loyalty

4. Availability of Substitutes

Advent of internet into the domain of mobile

Chief source of revenue is the inclusion of internet

5. Competitive Rivalry

Indian telecom is a big pie being shared by many people

Competitors of Airtel are flanking it from the side by trying out
newer ways to woo the customer
 Recommendation

Airtel can leverage to become market leader in 4G

segment.
Changes required in market communication to attract 4G
data users.
Overcoming barriers to 4G adoption and leveraging first
mover advantage in 4G technology to gain market leadership
in 4G
Winning customers for life.
Using the first mover advantage to convert its technological
leadership into Market leadership.
To capture market share in new phone purchases.
Key partnerships with e-tailors, smart phones retailers
(multi-brand) and mobile manufacturers.