15220669 project of reliance communication 1

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A Brief StudyOn

“ TELECOM SERVICES OF RELIANCE COMMUNICATION’’

PROJECT REPORT

Submitted for Partial fulllment forThe Award of the Deree of aster of Business Administration

(2007-2009)

INTERNATIONAL S!OOL O" B#SINESS $ RESEAR!

% &2B' ELETRONI IT' !ASE-*' O+ OLIE STATION'

BAN,ALORE' IN-&0*00

Submittedby! "A#RA$ "#PTA Enroll. No. –5310700343 Reg. No. - 531M8075F00198

MBA (FINANCE &

RETAIL !e""#on$ -%007-%009

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CERTIFICATE

T#" #" 'o er'#)* '+' Mr. ,+r+ ,/'+ e+r#ng n#er"#'*

Red% &o% '()*+,-'.,,)/+ +" "e"")ll* o/le'e2

'e /roe' on 'e 'o/# “TE0ECO* SER$1CE 1& RE01A&CE

CO**#&1CAT1O&2%

Dire3tor

*r%Amit

"u4ta

I!BRB+ng+lore

3



4



CERTIFICATE

T#" #" 'o er'#)* '+' *r% "aura5 "u4ta e+r#ng n#er"#'*Red% &o% '()*+,-'.,,)/+ +" "e"")ll* o/le'e2

'e /roe' on 'e 'o/# “TE0ECO* SER$1CE 1& RE01A&CE

CO**#&1CAT1O&2 n2er 'e g#2+ne o) ro). 61S7A&%

#nder "uidan3e

Prof% 6i8han

I!BRB+ng+lore

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CO&TE&TS

Chapter – 1 Introduction

Concept of Reliance communication

An Overview of current Market cenario

!rief tu"# of t$e Or%ani&ation

Or%ani&ational et'up

Chapter – 2 Main Studies

Intro"uction of t$e Topic Appl# i( i%ma

T$e pro)lem* )ein% face" +$at "oe* Compan# e(pect to "o )# *olvin% t$e

pro)lem

Chapter – 3 Methodologies

Re*earc$ pro)lem

Re*earc$ O),ective - *u)' o),ective

Information Re.uirement

C$oice of Re*earc$ /e*i%n

Re*earc$ In*trument u*e"

amplin% Tec$ni.ue u*e" - ample *i&e

Chapter – 4 Data Analysis & Interpretation

/ata Interpretation - Fin"in% of cu*tomer urve#

Market *$are of mo)ile *u)*cri)er*

0erformance nap*$ot

Chapter – 5 Conclusions

Conclu*ion

Fin"in%

Chapter – 6 Suggestions Appendices

!i)lio%rap$#



ue*tionnaire

AC6&O90ED"E*E&T

I would like to express my sincere thanks to all those instrumental in thisproject Work. First of all, I would to thank Prof. Amit Gupta Director ofInternational School of Business & Research for i!in me thisopportunity to do this project and learn from it. I am thankful to"eliance #ommunication $td for i!in me helpful information tocomplete this project %"esearch&.

I express my sincere thanks to 'r. "aj %(unior )ales 'anaer& * Prof.+ishen %I)" faculty&, for helpin me in i!in me all rele!antinformation a-out the product and ser!ice.

'y heart full thanks to the whole staff and customers %#orporate& of"eliance #ommunication $td, who a!e me continuous support ine!ery possi-le manner to ain practical knowlede in Industry.

Finally I would like thank all lecturers, friends and my family for the kind of support and to all who directly or indirectly helped me in preparin thisproject report and special thanks to we-site www.rcom.co.in.

Date:

Place: Bangalore GAURAV GUPTA



!"#AC"

A pro$ect is a scienti%ic and systeatic study o% real issues on a pro'le (ith the

application o% anageent concept and s)ills* +he study can deal (ith sall or

'ig issues in any di,ision o% an organi-ation* It can 'e case study (here a

pro'le has 'een dealt (ith. through the process o% anageent* +he essential

e/uipent o% a pro$ect this that. it should contain scienti%ic collection o% data.

analysis and interpretation o% data leading to ,alid conclusion*

ro$ect is an essential part in M0A curriculu* It ena'les the student to share

the real eperience in industry & Mar)et* My pro$ect has placed in Mar)et!esearch*

+he topic o% y pro$ect (as +""CM S"!IC"S # !"IAC"

CMMICA+I*

+his pro$ect report tends to gi,e a sharp picture o% the teleco industry*

I hope. this study can 'e o% soe help to the teleco industry o% his product and

ser,ice



C7APTER : )

1ntrodu3tion

Concept o% !eliance counication

An ,er,ie( o% current Mar)et Scenario

0rie% Study o% the rgani-ation

rgani-ational Set7up



819 CC"+ # !"IAC" CMMICA+I

Anil A'ani: +eleco person o% the year 2;;<

His marketing strategy has made millions of Indians happy, they got the best mobile

tariffs in the world-local call costs at 15 paise/minute, and ST call at !"

paise/minute

6E+ /E78I9 I6/IA: +$en t$e ;OICE-/ATA ,ur#9 compri*in% eminent profe**ional* from t$e telecom fiel"9 met in /el$i in <une to c$oo*e t$e Telecom0er*on of t$e =ear 2>>9 t$e five'$our *election proce** wa* *team#?

T$e rea*on wa* o)viou*: T$e telecom *ector i* %rowin% fa*ter t$an an# ot$er *e%mentan" naturall# t$eir CEO* $ave a lot to crow a)out? T$e ,ur# $a" to *elect one fromt$ree CEO*9 w$o $a" ma"e it to t$e final li*t t$rou%$ nomination* from t$e in"u*tr#an" t$e initial *crutin#? Amon% t$e t$ree9 one of t$e main conten"er* wa* a #oun%CEO? T$e ,ur# "eci"e" t$at $e *$oul" come )ack ne(t #ear to tr# an" win t$e covete"awar"? T$e li*t now $a" two name*')ot$ CEO* of two well'known companie*? T$e

pivotal "ifference )etween t$e two: one i* an entrepreneur an" t$e ot$er i* not *o popular9 a* $i* cre"it i* *$are" amon% a num)er of $i* )i% "a""ie*?

Followin% a five'$our clo*el# $el"9 $otl# "e)ate" "i*cu**ion9 t$e name wa*

announce": Anil /$iru)$ai Am)ani9 c$airman of Reliance Communication*? AnilAm)ani ,oine" Reliance In"u*trie* @currentl# promote" )# $i* )rot$er Muke*$Am)ani9 followin% t$eir *plit in 13 a* co'c$ief e(ecutive officer? For)e* ranke"$im num)er 1>4 amon% t$e +orl"B* Ric$e*t 0eople in 2>>? T$e Am)ani famil# face"critici*m w$en it announce" it* am)itiou* plan* to )uil" a countr#wi"e telecomnetwork9 a* it* prior e(perti*e la# in commo"itie*'te(tile* an" petroc$emical*'

)u*ine** onl#? Apart from t$at telecom nee"* a *ervice'oriente" min"*et9 critic* felt?+$at t$e# "i" not remem)er wa* $ow t$e famil# $a" *erve" it* million* of *$are$ol"er*?

0olicie* in In"ia are ma"e in line wit$ Am)aniB* vi*ion9 *a#* an in"u*tr# e(pert? 8i* )u*ine** acumen an" clo*ene** to politician* a**i*te" $im in makin% it to t$e Ra,#aa)$a in <une 2>>49 a* an in"epen"ent mem)er? Am)ani c$o*e to re*i%n voluntaril#on Marc$ 259 2>>?

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T$e *ame a**ociation wit$ politico* %ave $im ne%ative return* too w$en t$eMa#awati overnment in Dttar 0ra"e*$ put a *panner on $i* am)itiou* plan* to )uil"a 192>>'acre E?

Me"ia *ee* $i* a%%re**ion w$en $e announce* financial re*ult* for t$e Reliance A/A%roup of companie*9 an" w$en $e atten"* t$e annual %eneral meetin%* an" face*

.ue*tion* from *$are$ol"er*? +$en $e meet* t$e pre**9 $e $a* an*wer* to all t$eir

.ue*tion*? 8e al*o remem)er* to call *elect ,ournali*t* )# name?

To merc$ant )anker* $e9 w$o $a* alrea"# contri)ute" immen*el# to t$efinancial reform* of t$e countr#9 i* one of t$e financial wi&ar"* of t$e worl"? Ma# )e

)ecau*e of $i* e(perti*e9 $e %ave up in t$e race to %ra) 8utc$i*on E**ar *take9 after in"irectl# ,ackin% up t$e valuation? 8i* ne%otiation* wit$ t$e ualcomm c$ief are al*oa folk t$eor# now?

8ow "i" Am)ani )ecome t$e ;OICE-/ATA Telecom 0er*on of t$e =ear 2>> +$at

are $i* per*onal an" or%ani&ational ac$ievement* in t$e recent pa*t

8i* pat$')reakin% marketin% *trate%# t$at wa* put in )# t$e *tron%e*t team of telecom profe**ional* t$e countr# $a* ever *een $a* ma"e million* of In"ian* $app# a* t$e#%ot t$e )e*t mo)ile tariff* in t$e worl"? T$e a%%re**ion re*ulte" to a""in% to $i*alrea"# *wollen kitt#? Ever# $our In"ia will )e a""in% aroun" 2>9>>> new mo)ilecu*tomer* an" Reliance Communication* over 49>>>? +$en mo)ile telep$on# fir*t

)e%an in In"ia9 a local call co*t R* 1 per minuteG an T/ R* 5>G an" a call to t$e DR* 1>> per minute? +it$ Reliance CommunicationH* pioneerin% price initiative9 a localcall now co*t* a mere 15 pai*e per minute9 T/ 4> pai*e9 an" a call to t$e D co*t*le** t$an R* 2 per minute? T$e pre*ence of Reliance Communication* i* makin% t$ecompetition in In"ia panick#? lo)al telecom force* will al*o *$ortl# *tart feelin% t$e$eat? Am)ani $a* al*o recentl# announce" $i* R* 192>> crore )u#out of =ipe*8ol"in%*?

Ac$ieverB* 0ri"e

• Dn"ertook financial re*tructurin% of Reliance communication*• To *pen" R* 19>>> crore to e(pan" an" *tren%t$en network covera%e•

After e(pan*ion9 Reliance Communication* will $ave t$e *in%le lar%e*t wirele**network in t$e worl"

• 7aunc$e" t$e lowe*t'co*t cla**ic )ran" $an"*et at R* • u)*cri)er )a*e %rew to over 2 mn "urin% la*t fi*cal9 re%i*terin% > %rowt$• Total Revenue *$ot up to R* 1494 crore9 an increa*e of 34• 6et 0rofit ri*e* to R* 3913 crore9 an increa*e of over >>

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• Revenue* of t$e wirele** )u*ine** increa*e" )# 4 to R* 1>92 crore• !roa")an" ac$ieve" revenue %rowt$ of 123 to R* 19144 crore• Market capitali&ation cro**e" R* 1>>9>>> crore• +ill a"" 239>>> more tower*• Telecom *ervice* will )e availa)le in over 239>>> town* an" >>9>>> villa%e*• 6e(t %eneration /T8 network will )e launc$e" )efore en" of t$e #ear

Reliance Communication*B wirele** *u)*cri)er )a*e %rew to over 2 mn la*t fi*cal9re%i*terin% a > %rowt$? T$i* make* it one of t$e top two wirele** operator* in In"ia?

JEconomic %rowt$ in t$e future will )e in"e(e" to connectivit# of million* of enterpri*ean" in"ivi"ual cu*tomer*? Over t$e ne(t few #ear*9 we will $ave over 1>> millioncu*tomer*9 makin% u* one of t$e top 5 telecom pla#er* in t$e worl"? In four #ear*9 we putup a total of 149>>> tower* acro** t$e countr#? T$i* #ear alone we will a"" 239>>> moretower*? Our wirele** network i* currentl# availa)le in 1>9>>> town*? !# t$e en" of t$i*

#ear9 it will )e availa)le in over 239>>> town* an" >>9>>> villa%e*9J Anil Am)ani *ai" att$e fir*t annual %eneral meetin% of Reliance Communication* *ince t$e re'or%ani&ation of t$e Reliance roup in <une 2>>5?

JIn four #ear* of operation*9 we inve*te" aroun" R* 329>>> crore? T$i* #ear alone we willinve*t over R* 2>9>>> crore? At t$e en" of t$i* #ear9 we will $ave covere" over > of our population? If ;er*ion 1?> of t$e In"ian telecom *tor# wa* all a)out affor"a)ilit#9;er*ion 2?> will )e a)out reac$? Our

6etwork e(pan*ion will %ive u* t$e power to "rive t$e market an" *ta# a$ea" of t$ecurve9J Am)ani a""*?

Accor"in% to Am)ani9 t$e financial re*tructurin% of Reliance Communication* i* t$e )i%%e*t turnaroun" *tor# in t$e $i*tor# of corporate In"ia? T$e in$erite" owner*$ip*tructure of Reliance Communication* wa* comple(? T$e reor%ani&ation $a* #iel"e" a

*imple9 fair9 an" tran*parent owner*$ip *tructure9 an" %iven Reliance Communication*1>> owner*$ip of all operational an" a**ociate companie*?

Reliance Communication* i* now amon% t$e t$ree mo*t valua)le private *ector companie* in In"ia9 an" t$e five mo*t valua)le telecom companie* in A*ia? In t$e current

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Fi*cal9 Reliance Communication* will *pen" R* 19>>> crore to furt$er e(pan" an"*tren%t$en it* network covera%e acro** In"ia an" t$e re*t of t$e worl"?

In a""ition to or%anic %rowt$9 Reliance Communication* will levera%e t$e a"vanta%e*"erive" from t$i* impre**ive financial platform to e(plore an" pur*ue an# *i%nificant

opportunitie* availa)le in t$e telecommunication* *ector? J+e are currentl# evaluatin% anum)er of inor%anic opportunitie* in *elect international market* to furt$er e(pan" our footprint9J Am)ani *ai"?

Reliance CommunicationH* One In"ia9 One Tariff plan allowe" million* to connect acro**In"ia at ,u*t one rupee a minute? T$e compan# wa* t$e fir*t one to )reak t$e R* 19>>>entr#')arrier wit$ t$e launc$ of t$e lowe*t'co*t cla**ic )ran" $an"*et at R* ?

A* per it* e(pan*ion plan9 Reliance Communication* will $ave t$e *in%le lar%e*t wirele**network in t$e worl"9 coverin% over >> mn In"ian* or more t$an 15 of t$e %lo)al

population? It will cover 239>>> town* or ever# *in%le In"ian $a)itation wit$ a populationof over 19>>>? Reliance Communication* will cover almo*t 1>> of all rail route*9

provi"in% *eamle** voice9 vi"eo9 ra"io9 an" Internet connectivit# to 14 mn commuter*ever# "a#? It will al*o cover almo*t 1>> of all national $i%$wa#*9 an" 4 of all *tate$i%$wa#*9 %ivin% million* of u*er* t$e power to talk9 te(t9 *urf9 pla#9 c$at or *impl# *ta#in touc$ acro** nearl# t$e entire len%t$ of In"iaB* 29>>9>>>'km'lon% roa" network?

8avin% ac$ieve" tremen"ou* %rowt$9 t$e main c$allen%e for Reliance Communication* i*to improve .ualit# of *ervice an" AR0D? It* enterpri*e )u*ine** i* al*o not in a po*ition tocompete wit$ t$e %lo)al ma,or*? tock market valuation* ma# )oo*t t$e fortune* of anentrepreneur9 )ut Am)ani nee"* to a""re** t$e i**ue* face" )# t$e %rowin% mo)ilecu*tomer )a*e9 e*peciall# in In"ia9 w$ere )ureaucrac# take* pri"e in c$eckin% t$e

)u*ine**man?

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829 A "!I"= # C!!"+ MA!>"+ SC"A!I

Reliance Communication* @formerl# Reliance Communication* ;enture* i* one of In"iaB* lar%e*t provi"er* of inte%rate" communication* *ervice*? T$e compan# $a*more t$an 2> million cu*tomer* an" *erve* in"ivi"ual con*umer*9 enterpri*e*9 an"carrier*9 provi"in% wirele**9 wireline9 lon% "i*tance9 voice9 "ata9 an" internet

communication* *ervice* t$rou%$ a num)er of operatin% *u)*i"iarie*? T$e compan#*ell* communication* an" "i%ital entertainment pro"uct* an" *ervice* t$rou%$ it*c$ain of Reliance +e) +orl" retail outlet*? T$e compan#B* Reliance Infocomm*u)*i"iar# provi"e* wirele** communication* *ervice* t$rou%$out In"ia? RelianceCommunication* i* part of t$e Reliance ' Anil /$iru)$ai Am)ani roup?

T$e current network e(pan*ion un"ertaken )# Reliance i* t$e lar%e*t wirele** network e(pan*ion un"ertaken )# an# operator acro** t$e worl"?

It wa* wit$ t$i* )elief in min" t$at Reliance Communication* @formerl# RelianceInfocomm *tarte" la#in% >9>>> route kilometre* of a pan'In"ia fi)re optic )ack)one?T$i* )ack)one wa* commi**ione" on 2 /ecem)er 2>>29 t$e au*piciou* occa*ion of /$iru)$aiH* >t$ )irt$"a#9 t$ou%$ *a"l# after $i* une(pecte" "emi*e on <ul# 2>>2?

Reliance Communication* $a* a relia)le9 $i%$'capacit#9 inte%rate" @)ot$ wirele** an"wire line an" conver%ent @voice9 "ata an" vi"eo "i%ital network? It i* capa)le of "eliverin% a ran%e of *ervice* *pannin% t$e entire infocomm @information an"communication value c$ain9 inclu"in% infra*tructure an" *ervice* K for enterpri*e*a* well a* in"ivi"ual*9 application*9 an" con*ultin%?

To"a#9 Reliance Communication* i* revolutioni&in% t$e wa# In"ia communicate* an"network*9 trul# )rin%in% a)out a new wa# of life?

+e will levera%e our *tren%t$* to e(ecute comple( %lo)al'*cale pro,ect* to facilitatelea"in%'e"%e information an" communication *ervice* affor"a)le to all in"ivi"ualcon*umer* an" )u*ine**e* in In"ia?

+e will offer unparallele" value to create cu*tomer "eli%$t an" en$ance )u*ine** pro"uctivit#?

+e will al*o %enerate value for our capa)ilitie* )e#on" In"ian )or"er* an" ena)lemillion* of In"iaB* knowle"%e worker* to "eliver t$eir *ervice* %lo)all#?

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839 0!I"# S+D? # +@" !AIBA+I

#hairman$s profile

Reliance Communication* 7imite" foun"e" )# t$e late $ri? /$iru)$ai 8 Am)ani@132'2>>2 i* t$e fla%*$ip compan# of t$e Reliance Anil /$iru)$ai Am)ani roup? Iti* In"iaB* foremo*t trul# inte%rate" telecommunication* *ervice provi"er? +it$ acu*tomer )a*e of over 3 million inclu"in% clo*e to one million in"ivi"ual over*ea*

retail cu*tomer*9 Reliance Communication* rank* amon% t$e top ten A*ian Telecomcompanie*? It* corporate clientele inclu"e* >> In"ian9 25> multinational corporation*an" over 2>> %lo)al carrier* an" own* an" operate* t$e worl"B* lar%e*t ne(t%eneration9 I0 ena)le" connectivit# infra*tructure9 compri*in% over 15>9>>>kilometer* of fi)er optic ca)le *#*tem* in In"ia9 DA9 Europe9 Mi""le Ea*t an" t$eA*ia 0acific re%ion?

Re%ar"e" a* one of t$e foremo*t corporate lea"er* of contemporar# In"ia9 $ri Anil /Am)ani9 49 i* t$e c$airman of all li*te" companie* of t$e Reliance A/A roup9

namel#9 Reliance Communication*9 Reliance Capital9 Reliance Ener%# an" Reliance 6atural Re*ource*?

8e i* al*o t$e pre*i"ent of t$e /$iru)$ai Am)ani In*titute of Information an"Communication* Tec$nolo%#9 an"$ina%ar

An M!A from t$e +$arton c$ool of t$e Dniver*it# of 0enn*#lvania9 $ri Am)ani i*cre"ite" wit$ pioneerin% *everal financial innovation* in t$e In"ian capital market*?8e *pear$ea"e" t$e countr#H* fir*t fora#* into over*ea* capital market* wit$

international pu)lic offerin%* of %lo)al "epo*itar# receipt*9 converti)le* an" )on"*?

Dn"er $i* c$airman*$ip9 t$e con*tituent companie* of t$e Reliance A/A %roup $averai*e" nearl# DL 3 )illion from %lo)al financial market* in a perio" of le** t$an 15mont$*?

$ri Am)ani $a* )een a**ociate" wit$ a num)er of pre*ti%iou* aca"emic in*titution* inIn"ia an" a)roa"?

8e i* currentl# a mem)er of:

• +$arton !oar" of Over*eer*9 T$e +$arton c$ool9 DA• !oar" of overnor*9 In"ian In*titute of Mana%ement @IIM9 A$me"a)a"• !oar" of overnor*9 In"ian In*titute of Tec$nolo%# @IIT9 anpur • E(ecutive !oar"9 In"ian c$ool of !u*ine** @I!9 8#"era)a"

15



In <une 2>>49 $ri Am)ani wa* electe" a* an In"epen"ent mem)er of t$e Ra,#a a)$a N Dpper 8ou*e9 0arliament of In"ia9 a po*ition $e c$o*e to re*i%n voluntaril# on Marc$ 2592>>?

elect Awar"* an" Ac$ievement*

• ;ote" t$e !u*ine**man of t$e =earH in a poll con"ucte" )# T$e Time* of In"ia N T69/ecem)er 2>>

• ;ote" t$e !e*t role mo"elH amon% )u*ine** lea"er* in t$e )iannual Moo" of t$e 6ation poll con"ucte" )# In"ia To"a# ma%a&ine9 Au%u*t 2>>

• Conferre" t$e CEO of t$e =ear 2>>4H in t$e 0latt* lo)al Ener%# Awar"*• Conferre" BT$e Entrepreneur of t$e /eca"e Awar"B )# t$e !om)a# Mana%ement

A**ociation9 Octo)er 2>>2• Awar"e" t$e Fir*t +$arton In"ian Alumni Awar" )# t$e +$arton In"ia Economic

Forum @+IEF in reco%nition of $i* contri)ution to t$e e*ta)li*$ment of Reliance a* a%lo)al lea"er in man# of it* )u*ine** area*9 /ecem)er 2>>1

electe" )# A*iaweek ma%a&ine for it* li*t of B7ea"er* of t$e Millennium in !u*ine** an"

FinanceB an" wa* intro"uce" a* t$e onl# Bnew $eroB in !usiness and #inance %ro India. une

1*

849 !AIBA+IA S"+

!eliance Counication iited

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C7APTER : ;

*ain Studie8

Introduction o% the +opic

Apply si siga

+he pro'les 'eing %aced

=hat does Copany epect to do 'y sol,ing thepro'le

1



819 I+!DC+I # +@" +IC

+$at i* +OT Anal#*i*

+OT anal#*i* i* a )a*ic9 *trai%$tforwar" mo"el t$at provi"e* "irection an" *erve* a* a )a*i* for t$e "evelopment of marketin% plan*? It accompli*$e* t$i* )# a**e**in% an

or%ani&ation* *tren%t$* @w$at an or%ani&ation can "o an" weakne**e* @w$at anor%ani&ation cannot "o in a""ition to opportunitie* @potential favora)le con"ition* for anor%ani&ation an" t$reat* @potential unfavora)le con"ition* for an or%ani&ation? +OTanal#*i* i* an important *tep in plannin% an" it* value i* often un"ere*timate" "e*pite t$e*implicit# in creation? T$e role of +OT anal#*i* i* to take t$e information from t$eenvironmental anal#*i* an" *eparate it into internal i**ue* @*tren%t$* an" weakne**e* an"e(ternal i**ue* @opportunitie* an" t$reat*? Once t$i* i* complete"9 +OT anal#*i*"etermine* if t$e information in"icate* *omet$in% t$at will a**i*t t$e firm inaccompli*$in% it* o),ective* @a *tren%t$ or opportunit#9

+OT anal#*i* i* a %eneral tec$ni.ue w$ic$ can )e applie" acro** "iver*e function* an"activitie*9 )ut it i* particularl# appropriate to t$e earl# *ta%e* of plannin% for a TI0/ vi*it?0erformin% +OT anal#*i* involve* %eneratin% an" recor"in% t$e *tren%t$*9 weakne**e*9opportunitie*9 an" t$reat* relatin% to a %iven ta*k? It i* cu*tomar# for t$e anal#*i* to takeaccount of internal re*ource* an" capa)ilitie* @*tren%t$* an" weakne**e* an" factor*e(ternal to t$e or%ani&ation @opportunitie* an" t$reat*?

+OT anal#*i* can provi"e:A framework for i"entif#in% an" anal#&in% *tren%t$*9 weakne**e*9 opportunitie* an"t$reat*?

T$i* c$eckli*t i* for t$o*e carr#in% out9 or participatin% in9 +OT anal#*i*? It i* a *imple9 popular tec$ni.ue w$ic$ can )e u*e" in preparin% or amen"in% plan*9 in pro)lem *olvin%an" "eci*ion makin%?Illu*trative "ia%ram of +OT anal#*i* If +OT anal#*i* "oe* not *tart wit$ "efinin% a"e*ire" en" *tate or o),ective9 it run* t$e ri*k of )ein% u*ele**? A +OT anal#*i* ma# )e

incorporate" into t$e *trate%ic plannin% mo"el? An e(ample of a *trate%ic plannin%tec$ni.ue t$at incorporate* an o),ective'"riven +OT anal#*i* i* CA6 anal#*i*?trate%ic 0lannin%9 inclu"in% +OT an" CA6 anal#*i*9 $a* )een t$e *u),ect of muc$re*earc$?

1



Strengths: attri)ute* of t$e or%ani&ation t$o*e are $elpful to ac$ievin% t$e o),ective?=ea)nesses: attri)ute* of t$e or%ani&ation t$o*e are $armful to ac$ievin% t$e o),ective?pportunities: e(ternal con"ition* t$o*e are $elpful to ac$ievin% t$e o),ective?+hreats: e(ternal con"ition* t$at i* $armful to ac$ievin% t$e o),ective?

+OT anal#*i* can )e u*e" for all *ort* of "eci*ion'makin%9 an" t$e +OT template

ena)le* proactive t$inkin%9 rat$er t$an rel#in% on $a)itual or in*tinctive reaction*?

T$e +OT anal#*i* template i* normall# pre*ente" a* a %ri"9 compri*in% four *ection*9one for eac$ of t$e +OT $ea"in%*: tren%t$*9 +eakne**e*9 Opportunitie*9 an" T$reat*?T$e free +OT template )elow inclu"e* *ample .ue*tion*9 w$o*e an*wer* are in*erte"into t$e relevant *ection of t$e +OT %ri"? T$e .ue*tion* are e(ample*9 or "i*cu**ion

point*9 an" o)viou*l# can )e altere" "epen"in% on t$e *u),ect of t$e +OT anal#*i*? 6ote t$at man# of t$e +OT .ue*tion* are al*o talkin% point* for ot$er $ea"in%* ' u*et$em a* #ou fin" mo*t $elpful9 an" make up #our own to *uit t$e i**ue )ein% anal#&e"? Iti* important to clearl# i"entif# t$e *u),ect of a +OT anal#*i*9 )ecau*e a +OT anal#*i*

i* a per*pective of one t$in%9 )e it a compan#9 a pro"uct9 a propo*ition9 an" i"ea9 amet$o"9 or option9 etc?

8ere are *ome e(ample* of w$at a +OT anal#*i* can )e u*e" to a**e**:

• a compan# @it* po*ition in t$e market9 commercial via)ilit#9 etc• a met$o" of *ale* "i*tri)ution• a pro"uct or )ran"• a )u*ine** i"ea• a *trate%ic option9 *uc$ a* enterin% a new market or launc$in% a new pro"uct• a opportunit# to make an ac.ui*ition• a potential partner*$ip• c$an%in% a *upplier• out*ourcin% a *ervice9 activit# or re*ource• an inve*tment opportunit#

2>



RE7IA6CE COMMD6ICATIO6 7IMITE/

Strength

• 7ow Entr# Co*t

• Commi**ion tructure

• Fa*t Activation 0roce**

• 6etwork

• Connectivit#

• /ata 0R

=ea)ness

• !ran"in% Ima%e

• /i*tri)ution pro)lem

• 7imite" pro"uct portfolio'

Onl# Mo)ile

• 7ack of Competitive tren%t$

• 7imite" !u"%et

pportunity

• 0reference of M over C/MA

• 6ew peciali*t Application

• Rural Telep$on#

• 6ew Market9 ;ertical9

8ori&ontal

• Competitor*P ;ulnera)ilitie*

+hreat

• 0olitical "e*ta)ili&ation?• 6ew Entrant*

• IT /evelopment

• Market /eman"

• ea*onalit#9 +eat$er Effect*

21



A? SIE SIMA:

F#ish'one diagraG

22



829 !0"M 0"I #AC"D

• 7ack of communication )etween retailer* an" "i*tri)utor

• 7ack of improper "i*tri)ution c$annel

• Competitor*

• 6ot re%ular vi*it of /E an" Runner

• All retailer* are not aware of new *c$eme of RCOM

• 7ack of *ale* promotion an" a"verti*ement

• Retailer "oe*nHt %et claim at proper time

• 6o vi*it of TM or an# ot$er per*on to t$e retailerH* *$op

839 =@A+ D"S CMA? "E"C+ + D 0? SI +@"

!0"M

Cu*tomer ati*faction

• Retailer ati*faction

• Increa*e in ale

• ale* 0romotion

• 0roper /i*tri)ution C$annel

23



C6ATER - 3

M"+@DI"S

!esearch pro'le

!esearch '$ecti,e & su'7 o'$ecti,e

In%oration !e/uireent

Choice o% !esearch Design

!esearch Instruent used

Schees. roducts & Saple si-e

24



819 !"S"A!C@ !0"M

Collection of /ata of ot$er companie* NTata in"icom9 Airtel - !67

Retailer* *ome time %ive* wron% "ata

7imitation of time an" mone#

829 !"S"A!C@ 0"C+I"

• To know t$e "eman" of Rcom )un"le offer alon% wit$ 7R/ 3>>> an" 1>> a* Ill

a* t$e "eman" of Rcom !ac$at pack im in t$e market

• To $elp in "evelopment an" intro"uction of new pro"uct

• To i"entif# t$e compan# po*ition amon% competitor*

• To "etermine t$o*e factor* w$ic$ per*ua"e retailer* for *ale of RCOM

*im*Qpro"uct

•To fin" out w$ic$ t#pe of *c$eme* retailer* prefer an" w$#

• To *tu"# t$e effect of irre%ular *uppl# on t$e *ale of t$e pro"uct

839 S0 0"C+I"

• To compare t$e Airtel an" Tata in"icom !un"le offer wit$ R/7 3>>>9

35>> - 1>> for anal#&in% t$e *tatu* of RCOM !un"le Offer

• To i"entif# t$e Market *$are of RCOM

• To fin" out t$e )a*ic pro)lem* of retailer*

• To fin" out t$e performance of /i*tri)utor

• To fin" out t$e )a*ic pro)lem* of C$annel of /i*tri)utor

• To fin" out t$e Claim* pen"in% of Retailer*

25



849 I#!MA+I !"HA!"M"+

Complete 0rice *tructure of Rcom9 Airtel - Tata in"i?offer w$ic$ inclu"e*

• im 0roce**in% Fee*

• /i*count Offere"

•

c$eme* offere"

• ervice Ta(

859 S!C"S # I#!MA+I

• /ata collecte" from t$e Compan#

• econ"ar# /ata

• Internet

• Retailer*

• /i*tri)utor

• ale* E(ecutive*

• Ot$er Trainee* @Runner

2



869 SC@"M"S. !DC+S

RE01A&CE PROD#CT

!eliance 0ase hone

!eliance Mo'ile

!eliance Data Card

!eliance oucher. "7!echarge

!eliance C

!eliance 0road 0and

STD CA001&" CARD

M! +A>+IM" AIDI? 7"+

8I@+9+@"!

!S* 5 4? 15 /A= 1?25

!S* 115 1>2?35 15 /A= 1?2>

!S* 125 111?25 15 /A= 1?2>

!S* 225 2>>?25 3> /A= 1?1>

!S* 2; 24?2> 3> /A= 1?1>

!S* 525 4?25 3> /A= R? >?4> R? 1?>>!S* 65; 5?5> 3> /A= FREE R? 1?>>

2



RE7IA6CE MO!I7E 8A6/'ET

MO!I7E CDTOMER 0RICE RETAI7AR 0RICE

R/ 7 3>>> 11Q' 115Q'

R/ 7 35>> 12Q' 125Q'

R/ 7 3>> 1Q' 1>Q'

R/ 7 1>> 2Q' 254>Q'

0RO/DCT FOR T8E MO6T8 OF <D7= 2>>

TO0D0*

!s* 55

!s* <<

!s* 21;

!s* 31;

!s* 51;

# +*+ o% 55 8o%% net 43Jon net 129

# +*+ o% <<8o%% net9

+A> +IM" o% !s* 222 8o%% net9

+A> +IM" o% !s* 333 8o%% net9

+A> +IM" o% !s* 555 8o%% net9

T;*

!s* 15!s* 46

!s* 35

!s* <

!s* 4

!s*

!s*

ocal on7net o'ile unliited #!"" 8,alidity 3; days9ocal & S+D on7net o'ile unliited #!"" 8,alidity 3; days9

All S+DK !s* 1 per inute 8,alidity 3; days9

All ocalK !s* ;*5;Lin and all S+DK !s*1Lin 8,alid* 3; days9

n7net ocalK33AIS". %%7et ocalK4 aise 8,alid* 3; days9

n7net ocalK33AIS". %%7et ocalKaise. all S+DK aise 83;D9

n7net ocal #!"" 'et(een 1;M to AM& other localK5; paise 83;D9

RC;*

!s* 25;

!s*

#!""DM +A!I##. +A>+IM" !s* 14<*5 AD AIDI+? 3; DA?S

#*+. +A>+IM" !S* AD AI* # M+@S

D6'7IMITE/

!s* 3

!s* 4

!s* 533

+al) +ie 1<5L & ocal n7net nliited #!"" 8 3; days9

ocal !eliance Mo'ile & !eliance Sart nliited #!"" 8 3; days9

+al) +ie !s* 3*3< & ocal n7net #!"" 0L= 11p to 6a. 8 3; D9

E'M !s* 4 5;; CA SMS #!"" & AIDI+? 3; DA?S

2



Research Methodology

!esearch ethodology is a (ay to systeatically do the $o'* It ay 'e understood as a science

o% studying ho( research is done scienti%ically* +he ost desira'le approach (ith regards to

the selection o% the research ethodology depends on the nature o% particular (or). tie and

resources a,aila'le along (ith the desire le,el o% accuracy*

!esearch +ype Descripti,e !esearch

Data Source riary Data

!esearch Instruent Huestionnaires

+ype o% Huestionnaire Structured

Sapling nit !etailer

Sapling Method udgental

Contact Method ersonal Inter,ie(

2



C6ATER - 4

Data Analy8i8 < 1nter4retation

Data Interpretation & #inding o% custoer

Sur,ey

Mar)et share o% o'ile su'scri'ers

er%orance Snapshot

3>



819 DA+A I+"!!"+A+I # CS+M"!S S!"?

A%e %roup N Ta)ulatin% in percenta%e t$e a%e %roup of cu*tomer*

A)ove fi%ure *$ow* t$at re*earc$er $avin% *urve#e" 1 re*pon"ent*9 25 )elon% toa%e %roup 1'29 4 )elon% to a%e %roup 2'359 )elon% to a%e %roup 3'45 an" a)ove a%e of 45?

Income 7evel Ta)ulation

A%e roup 0ercenta%e @

1'25 25

2'35 4

3'45 22

A)ove 45

31

0

5

10

15

20

25

30

35

40

4550

Percentage (%)

18-25

28-35

36-45

Aboe 45



T$e a)ove anal#*i* *$ow* t$at 42 of t$e re*pon"ent* )elon%e" to t$e >>>Q' an" )elow income cate%or#9 34 )elon%e" to R*?>>> to 12>>> an" 1 )elon%e" to12>>>'2>>>>An" a)ove income of 2>>>>Q'?

0ercenta%e* of cu*tomer w$o are pro*pective take of a particular *ervice

Income roup 0ercenta%e @

>>> 42

>>>'12>>> 34

12>>>'2>>>> 1

= 2>>>>

32

0

5

10

15

20

25

30

35

40

45

Percentage (%)

8000

8000-12000

12000-20000

! 20000



compan# 0ercenta%e @

AirTel 4>

RIM 5

!67 25

I/EA 2

;o"afone 31;ir%in 2

It wa* foun" in t$e *urve# t$at 55 of t$e re*pon"ent* inten"e" to purc$a*e eit$er AirTel or Rim *ervice* in t$e future? Out of t$i* 55 more t$an @t$at i* 3> of t$e w$ole *ample*i&e inten"e" to purc$a*e AirTel an" 25 inten"e" to purc$a*e RIM

Scaling A'out !CMM Ser,ice

33



*cale 0ercenta%e

;er# %oo" 2>

oo" 25

ati*factor# 4>

0oor 1>

CanHt *a# 5

T$e *urve# reveale" t$at 4> of t$e re*pon"ent* *ervice RIM a* *ati*factor#? T$i* i* atellin% comment? 8owever t$e *urve# al*o foun" out t$at 2> an" 25 of t$ere*pon"ent* *ervice RIM a* ver# %oo" an" %oo" re*pectivel#? T$ere were 5 of t$ere*pon"ent* w$o $a" not$in% to *a# a)out t$e RIM? T$i* i* "ue to low *erviceawarene** an" low penetration level?

829 MA!>"+ S@A!" # M0I" S0SC!I0"!S

34



MARET 8ARE OF CDMA I6 AR6ATA

RCOMM N >

TATA I6/ICOM N 3>

35

3>



MARET 8ARE OF SM I6 !A6A7ORE

AIRTE7 N 4>

RCOMM N 5

!67 N 25

;O/AFO6E N 31

TATA I6/ICOM N 2

I/EA N 2

3



3



839 "!#!MAC" SAS@+

Particulars Units

12 months period

ended

Quarter ended

March-

2007

March-

2008

June 30,

2008

Sept. 30,

2008 To'+l !"r#er"

CMA,!M

Con8olidatednan3ial8ReeneEBITAC+" /ro' )ro/er+.BITNe' ro'

To'+l F#:e2 A""e'"!+reol2er"; E<#'*Ne' e'

6ey Ratio8EBITA M+rg#nNe' ro' M+rg#nRe'rn on Ne' =or'Ne' e' 'o )n2e2e<#'*- r+'#o

6P18>#rele"" AR?

>#rele"" RM>#rele"" Mo? /er "Long #"'+ne M#n'e"

000@"

000@"000@"

R". nR". nR". nR". nR". n

R". nR". n

R". n

T#e"

R".

R".M#non'Mn M#n

%8007

%4%03387

14483 57%07 5%91 3%%47 313%

3304%3 %0%719

18%38

39.5%1.9%.8

0.09

371

0.74503%3%38

45794

38778701

19078819918%04707%54011

5%31%%5409

99700

43.0%8.333.7

0.39

340

0.744030045

50773

4%70780

53%%%%%50%%4391554151%3

5803%4%4197

1%9888

4%.3%8.434.

0.49

%8%

0.4%4837

504

48409%0

5450%301%5%881554115308

1471%8159815%%57

40.8%7.131.8

0.54

%71

0.44%3980%

*APRU- A!erae re!enue per user

3



C+/'er - 5

Con3lu8ion8

Conclusion

#inding

3



Con3lu8ion

Indian economy is an emerging one and is growing very fast at the

average GDP rate 8-9% so in this emerging market competition level

among telecommunication services provides new players are coming

who will necessarily intensify the competition. New products and new

schemes are being offered by the telecom service providers. The need

for large information capacity has grown tremendously due to the

demand of real time information. Telecommunication has now become

a major information transmission system and telecom has

undoubtedly emerged as the most important industry in India. Indian

telecom companies are putting in their best offer to rope in majortelecom operators of the world e.g. Vodafone, Aircel and MTN etc. are

playing their role in synergy with the operation of the Indian

companies. Process of acquisition and merger are in process and

future will be only for those companies who have an edge over others

in the field. Service provided and the better quality of network etc. is

provided at affordable cost. In this process of competition it is

assumed that only those companies will survive who adopt suitable

market strategy and technology innovation and up gradation to suitthe aspiration and demand of the consumer.

RCOM cellular ltd. an Anil Ambani Group of cos. is very fast catching

up with the market by providing cheaper calling rates. The market

strategies adopted by its executives are bearing fruits and the

company although being the Second one to enter the market of Bihar

& Jharkhand has found a suitable niche and recognition in the

consumer. But this is not a thing for self contentment as the surveyreveals that in network, service and distributor, its place is very far

behind to other competitors viz. Airtel, BSNL, and Tata indicom etc. so

to withstand the competition resources mobilization and technological

innovation on the part of cos. To upgrade its quality of network and

services is urgently called for.

4>



Market access and growth is alright but the improvement of quality on

the above counts is necessity of the time.

Retailer8 .indin

Ser,ices pro,ided 'y !etailers: 7 All the retailers are dealing in all services i.e. providing Recharge Voucher, SIM, and

Tariff Voucher of all the cellular service companies present in Bangalore zone. Alsomost of them provide only prepaid connection.

Satis%action: 7

Most of the retailers i.e. around !"# of respondents are satisfied $ith R%&MM

'rand, ()# of them push R%&MM 'rand to the customer and rest (*# retailers are

not satisfied $ith R%&MM 'rand due to claim pending and the distri'utor. The

retailers don+t get schemes communicated in time 'y distri'utor and distri'utor does

not provide R%V eTop properly?

ro'les: - Around (-# of the respondents that there is net$or pro'lem $ith R%&MM, on the

other hand they found its competitors viz. Airtel, BS/0, TATA indicom net$or

connectivity of very good to good level.

Around (*# retailers $hich are under pu1a enterprises distri'utor pro1ected

pro'lem $ith distri'utors. They don+t get schemes communicated in time 'y

distri'utor and distri'utor does not provide R%V eTop.

Support %ro copany: 7

Most of the retailers ensnared that they are supported 'y the companies+ personnel companies+ helpline.

All companies provide 2&2 32oint of presence4 at right time and in ade5uate num'er.

Clai process:7

In case of R%&MM process is 'e claimed very 'elatedly i.e. almost !!# of the cases

tae *)6) days, $here as in case of Airtel most of the i.e. 77# is 'eing finalized in

time limit )8) days.

41



The claim process services of other competitors viz. Air%el, Smart, Tata

Indicom are almost at par $ith the I9:A cellular ltd.

C+/'er –

Sue8tion8Appendices

!i)lio%rap$#

ue*tionnaire

42



Sue8tion8

On t$e )a*i* of e(ten*ive *tu"# an" re*earc$9 $ere are *ome recommen"ation an"*u%%e*tion w$ic$ ma# $elp t$e compan# to market t$e pro"uct an" *ervice more

profita)ilit# an" increa*e it* *$are in t$e Telecom market?

1* !M+IA AC+II+I"S

T$e compan# e(pan"* t$e )u"%et allocation for promotional campai%n in center

!an%alore? It $a* affecte" t$e *ale *ervice )ran" ima%e of Reliance e*peciall# in!an%alore? 7ow *upport* in promotion $ave lea" to fluctuation in *ale

T$ere ma# )e *ome u*eful tool* w$ic$ can )e *umme" a* follow*:'

%d&ertising N A"verti*in% *$oul" $ave a clear o),ective an" me**a%e9 w$ic$ $a*not )een foun" in recent a"*? Reliance i* a fa*ter %rowin% provi"er *ervice in eac$*tate ?ever# offer* an" *c$eme* t$e# *$oul" *$ow wit$ proper me**a%e for )enefit

to t$e cu*tomer? In )u*# life cu*tomer "o not remem)ere" an# offer* an" w$ic$*ervice we can provi"e" for t$e cu*tomer t$erefore t$e# *$oul" )# force *$owin%a"verti*ement in %rowin% market an" amon% cu*tomer ?cu*tomer* want*continuou*l# e(po*ure in Ca)le an" 7ocal new*paper*?

'ersuasi&e %d&ertising( ' 6ow t$ere i* a nee" of per*ua*ive a"verti*in% for Reliance *ervice w$ic$ can )e move" into t$e cate%or# of Scomparativea"verti*in%? It will $elp t$e compan# to e*ta)li*$ t$e *uperiorit# of it* )ran"*ervice t$rou%$ *pecific compari*on of one or more attri)ute* an" feature*?

Technical )*pertise( - T$e a"verti*ement *$oul" *$ow t$e companie* e(perti*e9e(perience an" pri"e in market t$e pro"uct *ervice *ale?

+edia(-A com)ination of print a"* an" T; commercial "o a )etter ,o)? 7ocal a"*an" pu)licit# *$oul" )e %ivin% more *tre**? 8oar"in%*9 )anner*9 wall paintin%*$oul" )e promote"9 a* *ome e(pen*e* are al*o )ear" )# "ealer*? A"* on Ca)lenetwork re*ult %reater au"ience attention? c$eme*9 %ift offer* etc? mu*t )e$i%$li%$te" t$rou%$ Ra"io an" 7ocal new*paper*?

43



A* SA"S !M+I

Ca*$ "i*count

0remium*

Appointment of *ale promoter

Financial *c$eme*

0* CCASIA DISC+

T$e compan# ma# %o for occa*ional "i*count offer* or price off from time to time*peciall# "urin% an# fe*tival? Off *ea*on "i*count ma# al*o prove $elpful to c$eck fluctuatin% *ale*?

C* !DC+ HAI+? AD +"C@ICA #"A+!"S

A* for a* *ome $an" *et mo)ile pro"uct .ualit# i* concerne"9 t$ere i* an ur%entnee" of tec$nical up %ra"ation of Reliance mo)ile pro"uct line? It woul" )e

)eneficial for compan# to launc$ *ome color* mo)ile $an" *et wit$ t$e *ome a""e"feature an" minimum price?

44



0I0I!A@?

0>S

Marketin% Mana%ement ' 0$illip otler

Marketin% Re*earc$ ' Tull - 8awkin*

MAABI"

!u*ine** To"a#

A"verti*in% - Mana%ement

"=SA"!S

Economic Time*

8in"u*tan Time*

="0SI+"

www?COAI ?in

www?AD0I ?in

The rele&ant information from the internal source of the organiation

45

http://www.coai/

http://www.auspi/

http://www.coai/

http://www.auspi/



"#est$onna$re

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8i,9 AirCel 16N8,9 +A+A 4N

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15220669 project of reliance communication 1

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