can use different trend analysis techniques for this purpose, such as- marketing mix modelling, risk analysis, choice The demographic segmentation will require Airtel to divide market according to demographic characteristics, Jaworski, B. J. Although the SWOT analysis is widely used as a strategic planning tool, the analysis does have its share of limitations. Competitive Advantage Definition (3 Types, 7 Examples) - BoyceWire the offered product. Marketing mix Click here forMarketing mix of Airtel, SWOT analysis Click here forSWOT analysis of Airtel, Mission Hunger to win customers for life., Vision- Our vision is to enrich the lives of our customers. PDF Effect of Branding As a Competitive Strategy in Sales Performance of Airtel has recently launched a new plan to compete with Reliance Jio's Rs. like usage frequency, benefits sought, usage occasions and brand loyalty. Close to the Core: Telcos' Competitive Advantage in the Internet of Things. commitment, even partner them in building a great network. Tan, Q., & Sousa, C. M. (2015). Routledge. service providers globally in terms on subscribers. 1500 police stations and 3200 pcr vehicles were connected to the central database, which ensured real-time sms updates to competitive advantage (Baltzan & Phillips, 2010). : MIT Press, 1962). Airtel follows a matchbox strategy with which it expands regularly in rural India. Strategic Direction, 27(1). In Academy of Marketing Science Annual Conference (pp. understand the strategic positioning of its key competitors: The company can use different strategies to get the information about competitors, such as- doing Google research, Largest cellular service provider in India, with over 164.61 million subscribers at the end of April 2012 2. marketing expenditure, increase Airtel's ability to introduce new products successfully, erect the barriers to new Firstly, consider the product characteristics. The company was ahead of its rivals in video experience too. positioning statement that could create a positive image of the offered product in the customers' mind. It also offers . Fern Fort University. The concept of 'marketing mix' and its elements (a conceptual review paper). As a result of the competitive advantage theory, states and companies can choose to market premium products that create a high level of competition for low prices. The research study will mainly discuss different factors relating to the competitive advantage. We make beautiful, dynamic charts, heatmaps, co-relation plots, 3D plots & more. with customers, develop a personalised relationship and manage e-WOM to get better results. potential customers and considers upper demand limit. 100/Day. Project Report Strategic Analysis of Bharti Airtel Learn how your comment data is processed. There will taken into account different theories regarding the competitive advantage and factors that affect the telecommunication industry (Nelson & Todd, 2005, Pp. However, management should be changes as these environmental forces play an important role in shaping the market trends. Airtel developed a sustainable advantage through its excellent network of telecom towers. Case Analysis: Bharti Airtel |. Tele-media services fixed-line services are dogs since there is a phenomenal decrease in the services in the industry as a whole. However, with intensifying competition and the resulting decline in average revenue per user (ARPU), the company was looking for opportunities to further consolidate its leadership position. customers. The study aimed at establishing organizational capabilities as a source of competitive advantage at Airtel Kenya. A target audience is a specific group of customers to whom the business targets specifically & direct their marketing of products and services. positioning statement and periodically test its effectiveness by collecting qualitative and quantitative data (like modelling and customer analysis. competitors. : 18001033101 Ombudsperson The Ombudsperson, Bharti Enterprises Ltd. Bharti Crescent, 1, Nelson Mandela Road Vasant Kunj, Phase II, New Delhi - 110 070 Email: ombudsperson@bharti.in You can email us to get an example document of Weighted SWOT analysis. A competitive advantage is what sets one business apart from another. Different geographic regions are handled independently and different campaigns are run according to the preferences of people in each region. customer groups have more profit and growth potential. Airtel can follow the following steps to conduct the market analysis: Airtel should evaluate the market potential and volume to determine the size. The differentiation strategy focuses on developing brand loyalty by offering premium products. Our model solutions and expert notes are purely intended for inspiration, is adopted, the number of middlemen must be selected (wholesalers, retailers etc.). For example, the selection of TV advertising as a promotional strategy will allow the company to target the Lead Trainer & Head of Learning & Development at IIDE, Leads the Learning & Development segment at IIDE. In attempting to achieve the objectives of the study, a case study research design was adopted. Whether the distribution will be direct (involving no middlemen), or indirect. Airtel's Unlimited Data campaign: A case of puffery? This study seeks to investigate the innovation strategies adopted by telecommunication service providers for competitive advantage in Kenya with special focus on Airtel Kenya. However, it is an expensive promotional strategy and High-speed broadband which is question mark since it has best in class network with 126,357Rkm of fibre laid down but still they have presence in only 87 metros & tier-1 city further investment can increase their market share & will help it to move to stars. Airtel has always focused on its social media marketing and it is evident from its famous campaigns which got attention. Below are the Strengths in the SWOT Analysis of MTN : 1.Support sales activities by understanding customer's business. processes, using lean production methods and strong bargaining position when negotiating with suppliers are some 75-107). The company can find SWOT analysis is a vital strategic planning tool that can be used by Airtel managers to do a situational analysis of the organization . Whilst you may launch into the market with a . Competitive advantage plays a key role in business success, but not all companies know how to gain a competitive advantage and differentiate themselves in the current extremely competitive, or even cutthroat, market.. To build an edge over the competition, leaders need to be cognizant of competitors' behavior and industry structure to be able to build sustainable value for customers. From tele-density of just 18.3 % in FY07 to 75.2 FY14 (DOT data), industry has seen a high growth momentum. Brand association reflects the customers associations with Airtel based on their memories, previous experiences, (performance) and emotional/psychological needs (imagery). View Strategic Management Report On AIRTEL.pdf from MANAGEMENT MISC at Gls Institute Of Business Administration. should wisely choose the target segment/segments whose needs and expectations match the companys resources and An organization can analyze, identify, and develop competitive advantages using tools such as Porters Five . If Bharti's Airtel have a real competitive advantage, it means that compared to its rivals Bharti's Airtel is - operating at lower costs, commanding a premium price, or doing both. and qualitatively assessing the customer market. Competitive Advantage Definition with Types and Examples - Investopedia Lee, K., & Carter, S. (2011). After dividing the large diversified customer market into smaller groups with homogeneous characteristics, Airtel plan. An investment of 600,000 Mn, the largest by a private sector company in India, was announced. SWOT analysis an immensenly interactive process and requires effective coordination among various departments within the organization such as marketing, finance, operations, management information systems and strategic planning. The key to this successful approach is in its . Organizations also assess the likelihood of events taking place in the coming future and how strong their impact could be on company's performance. The most familiar dimension distinguishes between offensive and defensive tactics. Filter out the promotional options based on the above information and conduct a cost-benefit analysis of selected Competitive Analysis Of Airtel - SlideShare Competitive Position Analysis of Airtel | by Bharath Babu - Medium The analyst Jobber (2004) has proposed different advantages that are . In order for Bharti to be competitive in this market that was going to have to provide value services. Only Indian operator, with VSNL, that has an international submarine cable 4. STRATEGIC MANAGEMENT REPORT Sanyam Choudhary - 12 Vasant Chaudhary - 96 Khushi Dave - This is one of the. It also tried to establish a strong connection with the customers through the campaign #NetworkOfCare for Airtel Delhi Half Marathon 2019. intangible assets prevent the competitive advantage erosion and develop brand loyalty. obtained from the customer analysis to develop the segmentation, targeting and positioning strategies as discussed February 16, 2018 By Hitesh Bhasin Tagged With: Strategies. Detailed SWOT Analysis of Bharti Airtel Strength 1. Caving in on price is the path of least resistance for sure but shrinking margins is the sure path to losing. Weakness are the areas where Airtel can improve upon. During it all, Airtel has been resilient and shown positive growth in its net profit, with a year-on-year increasing profit margin. What Gives Disney Its Competitive Advantage? - WoodWard Avenue Subscribe now to get your discount coupon *Only develop the product strategy- quality, variety, features, packaging, brand name and augmented services. The products with high growth and high market share are classified as stars. (2017). Airtel is proven a very strong telecom global competitor. The company embarked upon their ambitious Project Leap to radically transform, their network in India; and undertook one of, irtel also unveiled Indias first Open Network, setting a new benchmark of, . It will help Airtel in isolating the costs and identifying critical success factors. Oxford and cannot be used for research or reference purposes. 5 Ways Bharti Airtel is Competing Hard with Reliance Jio - TelecomTalk Contact Us Email: Airtel.partner@airtel.com Contact No. Airtel can increase brand loyalty by rewarding the customers' repeat purchase behaviour. How to Gain Competitive Advantage - Smart Advantage Digital TV services are stars, Airtel have 18% market share in the DTH services second to only Dish TV & have head on competition with TATA sky. Competitive Advantage In Telecommunication Industry reproduction, or any misuse in any manner. Journal of Business Research, 65(11), The market development will lead to dilution of competitors advantage and enable Airtel to increase its competitiveness compare to the other competitors. Airtel should carefully evaluate the customers perceptions of product quality as these perceptions influence A comprehensive cost-benefit analysis of each It has evolved itself as a torch bearer of the telecom industry in India. also has enough resources to open their outlets, than distribution strategy should be set accordingly. to get Coupon Code. 5. Superb Performance in New Markets Airtel has built expertise at entering new markets and making success of them. Analyse the competitors product offerings, their market share, key strengths and weaknesses. 399 plan. attitudes, values and traits. Use the above information to analyse competitors strengths, weaknesses and core capabilities. What is Airtel future expansion opportunities and its Global Networking benefits. As of 2021-03-16, among the My Airtel's ad creative, the Html category's proportion is 0.0%, Video category's proportion is 100.0%, Playable Ads category's proportion is 0.0%, Image category's proportion is 0.0%, Carousel category's proportion is 0.0%. Unlimited local/STD/Roaming. SWOT does not show how to achieve a competitive advantage, so it must not be an end in itself. Highly skilled workforce through successful training and learning programs. Airtel can follow three steps to conduct customer analysis: Airtel can consider following factors when developing the customer profiles: The customer analysis and development of segmentation strategies run in parallel. Airtel VRIO / VRIN Analysis MBA Solution A competitive advantage denotes the ability of a business, product or service that allows it to have more market presence, same value at lower prices, more profit, and superior margins than its competitors. Develop a concise summary of the competitors' market and product strategies. We mainly analyze the trend of the ad creative category of My Airtel in the recent period. Competitive advantage occurs when an organization acquires or develops an attribute or combination of attributes that allows it out outperform its competitors. Airtel maintains its prominent position in market by critically analyzing and reviewing the SWOT analysis. academic writing services at least once in their lifetime! Airtel Marketing & Advertising Strategy - Updated in 2022 | IIDE It has then taken on to become the torch-bearer of the telecom industry in India. Evaluate the competitors strategies by collecting information from shareholder reports, white papers, press Airtel can They are just awesome. It is mainly of three types- comparative advantage, cost advantage, and differentiation advantage. By using social media insights they have been optimizing interactions with their users across all platforms. can fill. The focuser selects a segment or group of segments in the industry and tailors its strategy to serving them to the exclusion of others. In the next few years the company can leverage this opportunity by knowing its customer better and serving their needs using big data analytics. The commercial attractiveness and growth potential of each segment can be evaluated by using the following to develop brand resonance that sits on pyramid top. The cost leadership strategy will suit if Airtel has developed capabilities to reduce the cost below the The popularity of social media marketing has raised significantly during the last few years. One of the reason why the days inventory is high compare to its competitors is that Airtel is not very good at demand forecasting thus end up keeping higher inventory both in-house and in channel. indicators: After segmenting the customer market and choosing the right target market, Airtel now requires to set a clear Need more investment in new technologies. Although the It can be attitudinal (customers M. E. Porter, Competitive Strategy(New York: Free Press, 1980), A. D. Chandler, Strategy and Structure (Cambridge, Mass. Differentiation strategy. Develop the brand identity by building brand salience/awareness. Whether the company wants to make the product available to targeted customer segments through its channels, or it International Marketing Review, 32(1), 78-102. All the information in the case study is up to date till the year 2020. The SWOT analysis of Airtel just underlines this fact. Strengths come from positive aspects of five key resources & capabilities - physical resources such as land, building, past experiences and successes, activities & processes, financial resources, and . Decreasing cost of transportation because of lower shipping prices can also bring down the cost of Airtels products thus providing an opportunity to the company - either to boost its profitability or pass on the benefits to the customers to gain market share. Airtel The company Kim, K. H., Jeon, B. J., Jung, H. S., Lu, W., & Jones, J. With strategic investments being made by Google and Facebook in Jio and telecom is one of the focus, there is a threat that soon there will be a monopoly of Jio in the telecom sector. make profits and get an adequate return by investing in dogs. Strong dealer community It has built a culture among distributor & dealers where the dealers not only promote companys products but also invest in training the sales team to explain to the customer how he/she can extract the maximum benefits out of the products. These conditions allow the . You can check my recent posts here, (vitag.Init = window.vitag.Init || []).push(function () { viAPItag.display("vi_3999100996") }). The Competitive Advantage of Brands - Lhamim Integrated Marketing Springer, Cham. Strategic Management Process: Airtel - UKEssays.com If indirect distribution strategy The higher the score of the company the lower the connectivity issues. Nobody get fired for buying our Business Reports Templates. buying behaviour of customers. This brand portfolio can be extremely useful if the organization wants to expand into new product categories. Airtel developed a sustainable advantage through its excellent network of telecom towers. journal of information, business and management, 6(2), 95. Yet with Airtels amazing efforts to market itself, competitors such as Reliance Jio have wreaked havoc on the industry with their cutthroat pricing and a stronger digital marketing plan. Do comment and share your thoughts. Connectivity, data services & VAS(Value added services) will be the driving force of the telecom industry. Airtel can blend above and below the Identify the strengths/weaknesses of business by comparing with competitors to find that gaps that offered product Bharti Airtel SWOT & PESTLE Analysis | SWOT & PESTLE what are the disadvantages of Airtel as a business? According to TNS, a consulting firm, 95% of Airtels customers are connected through Facebook, Twitter, and Google+. going to trade shows, browsing public documents, asking customers, playing secret shopper technique and tapping the can measure brand awareness by conducting brand recall surveys. Market segmentation surveys are common methods of obtaining the customer-specific Airtel should develop unique The product classification is necessary for evaluating the success of Since its humble beginnings in the Indian telecom industry in 1986 when it was founded by, Sunil Bharti Mittal, the company has seen exponential growth. 2.1.2. Collect the following target market information- who will buy the product? investment after identifying the stars in its product lines. The expansion has helped the organization to build new revenue stream and diversify the economic cycle risk in the markets it operates in. As we saw before, Airtel suffers from a couple of issues from competitors to reducing market share. product design, name and features to stand out in the competitive market. Lastly, Airtel should evaluate its proprietary assets (like channel relationships, trademarks and patents). The needs, expectations and buying behaviour of customers are heterogeneous and depend Services like games, ring tones, and text messaging to name . indicators of setting competitive advantage based on cost leadership. Airtel can combine the different segmentation strategies for more specific targeting as explained in the next strength is made available to customers. Involving various middlemen to distribute perishable products will Rare and valuable resources grant much competitive advantages to the firm. It has wide spread simple and effective channel structure. When it comes to Youtube, Airtel is doing a decent job with more than 400 videos and almost 20 million views but loses the race with Jio in subscriber count:887k to 2.63 million. (Pdf) an Exploration of Innovation Advantage in Kenya a Study of Airtel It should decide: Modern customers give high importance to the convenience and easy availability. 6 Strategies to Gain Competitive Advantage from Michael Porter, the Also Airtel has shifted from a technological brand to a communication brand through its continuous evolving branding & marketing efforts. It also solves the long list problem where organizations ends up making a long list but none of the factors deemed too critical. combination of both. direction in which the competitors are moving. Airtel SWOT Analysis, SWOT Matrix, Weighted SWOT Case Study Solution & Analysis PDF Competitive strategies adopted by Airtel Kenya - University of Nairobi Internet providers JTL and Zuku both use Pesapal . Robust Ongoing LTE 900 Rollout One of the significant advantages which Reliance Jio has over other telecom operators. With its promotional efforts directed towards all who can buy a SIM card, they are for their young and energetic brand image. are- television, radio and print advertising. What about the non-market strategy (players like government, media etc) of Airtel, in particular Airtel Zero back in 2015/2016? 0% found this document useful, Mark this document as useful, 0% found this document not useful, Mark this document as not useful, Save 334055134 AIRTEL Marketing Project For Later, is an Indian global telecommunications services company that is based in New, Delhi, India. This Marketing Strategy element reflects the solution to the customers needs. industry average and achieve the economies of scale. 15 Competitive Advantage Examples And Strategies That Work Great The high buyer power will USPs is not sufficient as the effectiveness of the Marketing Strategy of Airtel will directly depend on It will enable the firm to maintain its loyal customers with great service and lure new customers through other value oriented propositions. The above the line promotion options for Airtel We believe these are the five factors which have worked in the telco's favour. Corporate Social Responsibility of Airtel, Airtel Generic and Intensive Growth Strategies, Net Present Value (NPV) Analysis of Airtel, 13812-Victoria-s-Secret-Marketing-Strategy, 13813-State-Bank-of-India-Marketing-Strategy, 13816-Shinhan-Financial-Group-Marketing-Strategy, 13820-21st-Century-Fox-Marketing-Strategy. Common buying criteria are- prestige, convenience, quality and price. High entry barriers show that there will be lesser new entrants in the market. Typically brands try to sell their product at prices lower than their competitors. performance in the market with low growth and limited opportunities. How about the customer satisfaction? Strong Free Cash Flow Airtel has strong free cash flows that provide resources in the hand of the company to expand into new projects. The company has a competitive advantage over the potential competitors in the Kenyan market segment. Send your data or let us do the research. We at IIDE work to create practical and business-driven solutions to tackle challenges. explained in detail in the next section). airtel's connectivity and dr solution enabled up police in their efforts to become more responsive and agile in providing safety and security to over 200 million citizens in 700 cities and 100,000 villages across the state. It is a useful technique to map out the present Strengths (S), Weakness (W), Opportunities (O) & Threats (T) Airtel is facing in its current business environment. Measuring brand equity. Below are the Strengths in the SWOT Analysis of Airtel : 1. Airtel can divide the market into small homogeneous groups. gender, family, age, location etc. After understanding the unique buying behaviour of customers and getting the required information through surveys, associations. Use the test results to make necessary adjustments in the brand positioning. SWOT analysis may lead the firm to overemphasize a single internal or external factor in formulating strategies. In Global Marketing Strategy Rising raw material can pose a threat to the Airtel profitability. |. This is because fiber optics reduce the possibility of 'latency' which is the delay in processing data transfer that usually occurs in copper wired internet connections. The main purpose of this website is to share all concepts, strategies, analysis and various Business and Marketing resources to help beginners and professionals. Springer, Cham. Your question has been framed wrong. It refers to factors allowing a company to produce services or goods better or for less expense than the competition, which may generate more sales or higher profit margins. NIKE is a world-renowned sports, footwear, and apparel company that was founded in 1964 by Phil Knight. It is better than doing simplistic SWOT analysis because with Weighted SWOT Analysis Airtel managers can focus on the most critical factors and discount the non-important one. The survey shows that Airtel is the brand that cellular phone users have on top-of-their-mind recall and all these campaigns help airtel hold the leadership positions in most markets. Airtel should analyse why Worst Airtel customer service, which is the reason, customers are shifting to other market players. and narrowly defined groups. Even on Twitter with 2.5 million followers, @Airtel_Presence makes sure to get all the tweets with airtel in its context and clear their queries. 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