INTRODUCTION

An Indian State-Owned Telecom company Incorporated on 15th September 2000 headquartered in New Delhi,India. BSNL earlier known as the Department of Telecommunications was a pioneer in establishing the Indian Telecom Infrastructure.

A family of 120 million strong customers served by 281,635 employees & lead by Shri R.K.Upadhyay.(present-CMD).
It is the largest provider of fixed telephony and fifth largest mobile telephony service provider in India. It has footprints throughout India except for the metropolitan cities of Mumbai and New Delhi, which are managed by Mahanagar Telephone Nigam (MTNL).
Organization chart :-

SERVICES PROVIDED ACROSS INDIA Landline, Mobile, WLL Services Internet ISBN & VPN Services Telex,EPABAX 61% Urban

39% Rural
Subscribers 97.7 million

Wire Line Market (32.27 Million)

10% 4% 4% 1% 11% 70% BSNL 13%

Wireless Market
11% 23% 19% 14% 20% Bharti Reliance Vodafone Idea BSNL

MTNL
Bharti Tata Reliance

Tata

Players BSNL Airtel Vodafone Aircel Uninor Idea Tata Docomo Reliance MTNL Others

Market Share 11% 19% 16% 7% 5% 12% 9% 17% 4%

Subscribers (In Million) Share Price (INR) 97.7 Not Listed 185.3 323.6 (BSE) 152.5 Not Listed 64.4 Not Listed 45 Not Listed 115.97 84.75 (BSE) N/A Not Listed 154 64.75 (BSE) 5.6 Not Listed N/A N/A

Change in subscribers Base 2010-2011 (wireless & wirelined) Service Providers BSNL Bharti Reliance Tata Vodafone Rate of Growth 13% 19% 16% 10% 15% % change (Wireline) -8.81% 0.65% 3.60% 10.11% %change (Wireless) 5% 8% 10% -6% 10% Mainly due to a steep fall in landline usage patterns.

Service Providers BSNL Bharti Reliance Tata Vodafone 35% 41% 43% 20% 39%

Rural 65% 59% 57% 80% 61%

Urban

Shrinking rural markets due to aggressive marketing & reach by competitors.

CHALLENGES FACED TODAY

Market share of BSNL and MTNL has less than halved to 14.42 per cent in July 2011, from 34.69 per cent in 2007.

Constantly Falling Revenue & Net Profits. Poor- network ,customer services.

Unstable Leadership Mr. S.C. Mishra 3 Aug,2010 Mr. Gopal das 2 May,2011 Mr. R.K.Upadhyay Present

Slow Decision Making and Implementation throughout organizational ladder

Intense price competition & Shrinking operating margins in the industry.

stagnation in the growth trends total user base of the industryTotal user base rose by less than 1% to 960.9 million in May 2012.

Weak retail distribution network of BSNLs wireless connections & internet services. Highest staffing ratios in the company as compared to rivals Cos. BSNL is bearing an overdue of around Rs 10 crore share of private operators in rural telephony has grown to 88.98 per cent in December 31, 2011 from 70.74 per cent in 2007, it added.

THE WAY FORWARD

planning
financing Easy recharge services Procurement of 2G & 3G Spectrums. (Assures 30% annual growth) Infrastructure sharing Ensuring affordability to customers. Faster roll-out of services. Enterprise telecom service.

BSNL+ZTE (Partnership)

Engineering & annual maintenance Supply & commissioning

BSNL+SBI & UNION BANK

Installation & testing Mobile banking Money Transfer Mobile to Mobile Fund Transfer, Balance Inquiry Mobile Recharge Mini Statement Checkbook issuance Prepaid Mobile Recharge and Postpaid Bill payment for Rs. 15 per month

AREAS MARKETING

RECOMMENDATIONS
Capitalizing on the high brand recall with marketing programmes backed by strong ATL & BTL activities.

Capitalizing on the benefits of existing facilities like Mobile number portability ,which fetched 3,53,416 (net gain) customers in 2012 in Kerala region.

LEADERSHIP
ORGANIZATION

Focused & stable leadership to fulfill strategic goals.

Eliminating inefficiency, beurocray & unions. Organizational restructuring with rotating staffs across its 37382 existing exchanges.

PRODUCT & SERVICES

Elevating standards of its costumer service centers. Strengthening the retail distribution network. Innovative pricing of existing products. Reducing the debt bearing through the various Govt . used networks.