Submitted by,

Mabin P. Varughese
S2 MBA , Avishkar
MACFAST
Competitive Analysis
Of
Marketing Assignment
Assignment Question
You are a consultant and have been hired
by Airtel to conduct a competitive analysis?
Prepare a Report?

Bharti Airtel Limited Competition

Bharti Airtel is a leading alternative provider
of telecommunications services in India .Among the top ten global
carriers offering services in about 20 other countries, particularly in
Africa.

Through subsidiaries, the company operates three business units:
Telemedia Services (broadband and telephone),
Enterprise Services, and
Mobile Services.

The Enterprise Services group aids both long-distance carriers
and corporate clients.
Bharti Airtel has more than 220 million mainly
mobile subscribers.
It provides digital television service for 5 million in India.
The company is a unit of Bharti Enterprises, a conglomerate with
interests in financial services, food, and retail, besides telecom.

S.T.P
Segment
Elite class of people; Corporates
Target Group
Elite class above 25 years age; YUPS(Young
Upward Professionals)
Positioning
Aspirational and lifestyle brand; Premium
category

Analysis


1. Largest cellular service provider in India, with over 164.61 million
subscribers at the end of April 2012
2. Largest Telecom operator in the world with 207.8 million subscribers
across 19 countries at the end of 2011
3. Only Indian operator, with VSNL, that has an international submarine
cable
4. High brand visibility
5. Strong advertising with celebrity brand ambassadors.

Weakness
1. Price competition from BSNL and MTNL
2. Untapped Rural Market.
Opportunity
1. Fast expanding cellular market
2. Latest and low cost technology
3. Untapped rural market
Threats
1. New entrant's low price offering
2. Saturation point in Basic telephony service
3. Mobile Number Portability




Top Competitors for Bharti Airtel
Limited

1. Reliance
2. Idea
3. Vodafone
4. Tata Docomo
5. Aircel
6. MTNL
7. BSNL

GSM Subscriber Base



Sr. No. Company No. Of Subscribers (In Mn) % Market Share %Growth Service Areas
April12 May12 April12 May12
1 Bharti 20.68 21.86 28.67 29.03 5.71 23
2 BSNL 17.59 18 24.39 23.91 2.33 21
3 Vodafone 16.06 16.77 22.27 22.27 4.42 16
4 IDEA 7.64 8.06 10.59 10.71 5.50 11
5 Aircel 2.83 3.02 3.92 4.01 6.71 7
6 Reliance 2.01 2.16 2.79 2.87 7.46 8
7 Spice 1.98 2.03 2.75 2.70 2.53 2
8 MTNL 2.02 2.1 2.80 2.79 3.96 2
9 BPL 1.31 1.29 1.82 1.71 -1.53 1
TOTAL 72.12 75.29 100.00 100.00
Market challengers
1. Vodafone
2. BSNL

Followers
1. Idea
2. Reliance

Nichers
1. Aircel
2. Docomo

Competitive Strengths




Businesses
Bharti Tele-Ventures current businesses include -
Mobile services
Fixed-line
National and international long distance services
VSAT, Internet services and network solutions
Broadband services with DSL and Wi-Fi network .


Bharti Tele-Ventures believes that the following elements will contribute
to the Company's success as an integrated telecommunication services
provider in India and will provide the Company with a solid foundation
to execute its business strategy:

Nationwide Footprint
Focus on industry trends and capitalize on new
telecommunications-related business opportunities.
The strong brand name recognition and a reputation.
The Company's strong relationships with international strategic and
financial investors.
Ideas For Product Development more
than other network
Provide vast range of products
Should try to Focus more on Rural marketing
Should try to focus more on Advertisement's
Conclusion
The conclusion is that AIRTELs Advertisement has a major impact on
its users.

AIRTEL had created a very good image on the mind of the new users
of cellular service. AIRTEL is successful in capturing the highest
market share by adopting Celebrity Endorsement .

Strategies Adopted by Airtel :-
Supply chain , Market division, Department of products ,
Vast Product Range , Mind Blowing Advertisements.


But in students it isnt a popular one because there isnt much
attracting schemes and offers for the youth .


Thank You