“A CONCEPTUAL STUDY OF BUSINESS MANAGEMENT AND

ORGANIZATION SYSTEM”

SUBMITTED BY

KIRTI PATEL

Under the guidance of

Prof. yuvaraj

Excel Business Academy

Ullal Main Road

Bangalore
 STUDENT DECLARATION

I hereby declare that the project report entitled “A study on the market research

at Bharti Airtel Limited.” Bangalore has been done by me under the guidance of Prof.

Gurutej, Head – PGPM & Techno Management Studies; Excel Business Academy,

Bangalore. This project report has been submitted to Excel Business Academy,

Bangalore as a part of partial fulfillment for the award of the degree of Post Graduate

Program in Management from Excel Business Academy, Bangalore.

I also hereby declare that this project report has not been submitted at any time to

any other institute or university for the award of any degree.

Place: Bangalore

Date:

Kirti Patel
 CERTIFICATE BY GUIDE

This is to certify that Kirti Patel, a student of III semester MBA during the academic

year 2009-2011 has successfully completed the project report “A study on the

market research” at Bharti Airtel Limited, Bangalore Under the guidance of Prof.

Yuvaraj, Professor, Excel Business Academy, in partial fulfillment for the award of

Post Graduate Program in Management from Excel Business Academy, Bangalore.

His character and conduct was good during the study.

Place: Bangalore

Date: Prof. Yuvaraj

 ACKNOWLEDGEMENT

The satisfaction and euphoria that accompany the successful completion of any task

would be but incomplete without the mention of the people who made it possible,

whose constant guidance and encouragement crowned our efforts with success.

I consider it my privilege to express gratitude and thanks to the Management – Excel

Business Academy, Bangalore for giving me the opportunity to conduct this study.

I thank our Principal Prof. Thejaswi Naviloor, for the encouragement and

intellectual influence during the course of the project work.

I wish to express my heartfelt gratitude to Prof. Gurutej, Head – PGPM & Techno

Management Studies; Prof. Shreya K Rao, Head – MBA & TPD.

I also express my thanks to Mr. Irfan Malur area manager of Bharti Airtel Limited,

Bangalore.

I am grateful to the Librarian of Excel Business Academy, for his support during my

study.

Last but not the least, I would also like to thank each and everyone especially all my

friends for their cordiality & support during my project.

Date:

Place: Bangalore Kirti Patel

 TABLE OF CONTENTS

CHAPTER CONTENTS PAGE

NO. NO.

1 Industry Profile & the company

profile
1.1 Industry Profile

1.2 Company Profile

2 Organization Study – The 7 S

Framework
2.1 Strategy

2.2 Structure

2.3 Systems

2.4 Staff

2.5 Skills

2.6 Style

2.7 Shared value

3 Specialization study conducted
4 Summary
4.1 Findings

4.2 SWOT Analysis

4.3 Suggestions

4.4 Conclusion

5 Bibliography
6 Annexure
 LIST OF TABLES AND CHARTS

TABLE CONTENTS PAGE NO.

1
2
3
4
5
6
7

PRODUCTS
Segmenting the Indian Mobile
Consumer Market
With the proliferation of mobile phone users,
several micro segments have also emerged lately,
each with their own specific needs. The Indian
Mobile consumer market has been segmented as
follows.
The rationale behind the above segmentation is to
identify customers on the basis of their stage in life
and hence to tailor-make schemes for each
customer segment. The different segments are
explained as follows.
Youth
Over the years, service providers have started
giving greater attention to this segment, as it has
emerged as one of the biggest users of mobile
phones. For the youth, mobile phones are not just
a necessity, but rather an indispensable accessory.
This segment particularly values prepaid schemes
with free SMS services. It is further differentiated
into various micro-segments based on age and
gender. For instance, youngsters in the age group
of 19 to 23 years generally have a large circle of
friends and more access to money. Companies
thus focus on providing services like group talk and
group SMS to these people. This segment is very
dynamic as its needs keep changing very
frequently, driven by the latest trends and fads.
For instance, downloading new ringtones is the
latest fad among the youth today. This is a huge
revenue source for service providers and so they
need to keep up with the changing tastes of this
segment.

Young Professionals
People entering the workforce and thus moving out
of the dependent bracket constitute this market
segment. They generally prefer using post paid
schemes with value added services like
information about stock markets, news updates
and so on.
Small and Medium Enterprise This segment mainly
consists of people who are switching over from
landlines to mobile phones, seeking a cost
advantage. The focus here is on economy-
packages rather than value added services.

Family
Family as a segment consists of more number of
dependents. These dependants are serviced by
prepaid schemes. Geographically dispersed
families tied by the same cellular service providers
may get cost advantages in terms of lower pulse
rates.

Special
The ‘Special’ category includes a small but growing
segment which requires largely customized
services sought by celebrities, politicians, CEOs
and the super-rich.
Tailor made schemes for each segment have been
a great success so far. This customization,
however, has reached such a stage that every
service provider has numerous schemes being
provided at the same time. Being short term
schemes, they keep changing frequently and
customers thus start switching from one service
provider to another based on the attractiveness of
the scheme. This has brought down customer
loyalty and hence service providers are finding it
difficult to retain existing customers. It is estimated
that in the near future the plethora of schemes
provided by the different service providers will stop
being a differentiating factor.

Findings:

 Airtel is the best operator in India and it provide best

network all over India.
 Airtel has strong loyal customers
 In my survey I observed that most of Retailers are satisfied
with Airtel service and network
 In my survey I observed that most of Retailers are
dissatiafied with Airtel’s document processing
 Most of Retailers are satisfied to Airtel sales distributor’s.
 In my survey I observed that retailer try to sale others
operators sim because of they give more margin compare
to Airtel.
 In my survey I observed Value Added Services(VAS) are
giving more revenue to Airtel.
 I have visited more than 150 Outlets and
found that most of the retailer’s said when
customers are want to new activation so
 customers are preferred first Airtel because
network and service is good.
 I have visited more than 150 Outlets in Kengeri,
Nagarbhavi, Sunkudakatte, etc in that I have observed that
40% to 50% counter share is of Airtel.
3rd largest in-country mobile operator in the world
6th largest in-country integrated telecom operator in the world
Ranked number 5 in the best performing technology
companies in the world by BusinessWeek
India’s most innovative company by Wall Street Journal
Winner of Gallup Great workplace for being one of the best
places to work worldwide
Ranked 188 in the FT 500 world’s largest companies 2009
ranked by Financial Times

Findings:

 Airtel is the best operator in India and it provide best

network all over India.
 Airtel has strong loyal customers
 In my survey I observed that most of Retailers are
satisfied with Airtel service and network
 In my survey I observed that most of Retailers are
dissatiafied with Airtel’s document processing
 Most of Retailers are satisfied to Airtel sales
distributor’s.
 In my survey I observed that retailer try to sale others
operators sim because of they give more margin
compare to Airtel.
 In my survey I observed Value Added Services(VAS)
are giving more revenue to Airtel.
 I have visited more than 150 Outlets and
found that most of the retailer’s said when
customers are want to new activation so
 network and service is good.
 I have visited more than 150 Outlets in Kengeri,
Nagarbhavi, Sunkudakatte, etc in that I have observed
that 40% to 50% counter share is of Airtel.

I have done my project report on research and

development. I have worked one month on the topic. My
special topic is Revenue Building. I have adopted primary
research. For outlets preference I have prepare
questionnaire. Daily I visited 25-30 outlets to get the
preference in different areas of Bangalore. I have also
asked crossed question to key retailers to know their
preferences about the services and revenue of Airtel. I
have also collected information about different service
provider in the market.
I have collected as per the questionnaire. After collecting
data I do analysis of those data and on the basis of that I
come to know that in different area of Bngalore what are
the views of the retailer on Airtel and other service
provider.
I come to know the market share of Airtel in the total
telecommunication sectors and with that other player in
the same sectors, which player is liked by customer, what
is the different service and offer provided by different
player in the market .
I also studied the documentation processing of different
players in the market. I also study the relationship
between call center and retailer. I have also study the
distributor response on different service provider.
I come to know which player is selling more products and
it is the Airtel.