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Map Bharti Airtel’s Indian activities onto Porter’s value chain

Porter’s value chain

 Primary activities – Inbound Logistics, Operations, Outbound Logistics,

Marketing & Sales & Service
 Support activities – Firm Infrastructure, HRM, Technology and procurement

Primary Activities
Inbound Logistics:
 Construction of mobile towers
 Purchase of equipment and licenses
 It has a well-trained staff to maintain goods and services with care
Operation
 Providing services
 Management of databases
 Outsourcing IT operations to IBM
 Distributed 1000 of recharge cards at gas stations and cooking gas distribution
center
Outbound Logistics
 Ensuring availability of recharge vouchers at outlets
 Two-Layer distribution model in Urban area and Three-layer distribution
model in rural areas
 Achieved a distribution network over 2.5 million retailers across South Asia
Marketing and sales
 Focus on brand management
 Telemarketing was employed across the country
 Marketed sim-cards and recharge coupons through post offices across the state
of Kerala
 Collaborated with several online payment applications such as paytm, Google
pay, Phone pe etc.

Service
 Established Call center management
 Provided bill payment services through online
 Established several retail outlets
 Information was provided through catalogues and displays
 Support Activities

Firm Infrastructure:

 Airtel has invested more than Rs.300 billion over the past 2 years in adding
new base stations and modernizing the network infrastructure
 Airtel has successfully implemented CRM tools, MIS, ERP, Networking
equipment and IT infrastructure
Human Resource Management
 Aggressive training for the rural distributors to help training the rural
customers on how to use mobile phones as there were first time users
 Employees can get logged on to customized training programs developed by
British Telecom (BT)
 Airtel also seeks to certify and re-certify every employee on quality and IT on
a continuous basis.

Technology
 Created a 4G enabled network
 Bharti Airtel announced the deployment of India’s first state-of-the-
art Massive Multiple-Input Multiple-Output (MIMO) technology which is
a key enabler for 5G networks.
 Launch of M commerce by tie ups with banks and credit cards
Procurement
 Established a SCM network to acquire networking and telecom tools
 Maintain long term relationship with suppliers to provide handsets and
services
 Bharti had forged unusual relationships to expand their network of retailers
 Tied up with Indian farmers fertilizers corporation