Assignment On : Case Study Failure Of Tata

Docomo.
Submitted To : Dr. Govind Kumar
Presented By : Akesh Kumar Rauniyar
Introduction…

• Tata Docomo Is an indian mobile service provider

who came to existence in 2008 with partnership of
NTT DOCOMO (Japan).
• It Has 2g , 3g services in india however it fails to
deliever its commitment to its customers and at
last they was acquisited by bharti airtel in oct 2017.
About…
• Tagline/Slogans :
• Do the New; Because Life changes in seconds
S . T . P Analysis Of Company….
• Segment
• People with smartphones looking for high speed internet and good
mobile services.
• Target Group …
• Urban & tier2 middle and upper class segment.
• Positioning..
• Pay only as per use by the Simplicity  of plans
S.W.O.T Analysis Of Tata Docomo..
• Strengths..
• 1.Flexible plans provided by Tata Docomo for all of its customers.
2.Good advertising of the brand using hoardings, prints at retail outlets
etc.
3.Strong backing of Tata group is India for Tata Docomo.
• 4. The company has a good website and provides options like recharge,
bill payment etc.
5. Tata Docomo has received several business awards for its telecom
services.
• Weakness..
• 1.Price competition from other big players means limited market share
for Tata Docomo .
2.The brand has had its own issues with the Tata and Docomo
partnership which affected business.
Oppurtunites..

• 1. Fast expanding cellular market can be tapped with partnership with

leading telecom players.
2. Adoption of latest and low cost technologies can help improve Tata
Docomo its market share.
3. Aggressive offers can help rebuild the brand and compete with leading
players.

• Threats..
• 1. Competitors low price offering can reduce the margins for Tata Docomo.
2. Limited brand visibility compared to leading players can reduce brand
recall.
3. Mobile Number Portability to competitors would lead to decline in
customer base.
Competitors In Market..
Reasons For Failure Of Company
Services…
• One of the most drawback of company is that it does not upgrade its self with
its competitors ugradation from 3g to 4g.
• Another reason is that introduction of jio infracomm in india due to which
most of users switch.
• Also company did’t upgrade its network coverege which gives its users a low
network range specilly in villages.
• Also ntt-docomo had highest shares in company and later it went to court
for its exit from india and want to sell its stake to other company for india.
• Company suffers loss from more than years that was one of the biggest
reasons comapany is not expanding its network nd fails to do its daily
operations.
• When Supreme court cancelled about 122 licences in 2012, the three licenses
of Tata Teleservices were cancelled too. The court had also fined Tata
Teleservices Rs 5 crore for benefiting from the 2G telecom spectrum scam. 
Suggestios…
• Currently company is in the process of merger
with bharti airtel so I would suggest to firstly do a
depth analysis of its market targeted customers.
• Later on company can start doing its network
upgradation to compet its rivaliries offerings
level.
• Concentrate on network data speed and also its
coverage expamsion is best solution to tackle
situation.