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Reliance communications is founded by anil dhirubhai ambani in the year 2002 it is the flagship
company of reliance anil dhirubhai ambani group which has a currently 14 billion USD of net
worth and zero net debt, reliance telecommunication have around 71 million customers and over
2 million retail customers, it is a public limited company and its head quarters is situated in
Mumbai, India and it has more than 15000 employees working in this organization, reliance
telecommunication is covering over 20000 towns and 450000 villages and it has 2100 indian and
multi national corporation clients and over 800 global, regional and domestic carriers, it owns
and operates the world`s largest next generation IP which enables connectivity
infrastructure,reliance telecommunications is truly integrated with telecom service in India.
(linkedin)

Gask 1(a):V

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(Les Galloway, 2000)

operations management is essential for every organisation for a good managerial decision
making operations management is important, operations management is tool for a management
of an organisation to manage resources, create and improve their operations.

In other words Operations management refers to that managing the resources which are
imporatant for the production of a product and delivery of the service, it very important for every
organization to manage its resources.

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Operations management plays a important role in an organization just like marketing and finance
in the organization operations management is also important to maintain effectiveness and
efficiency of the organization and to be competitive, operations management should be
competent in order to make successful corporate strategy, operations management gives one kind
or the other economic utility which depends on the firms offerings nature, for example if a
company creates and offers a service that provides a utility, operations management must be
planned and developed by the top level management because top level management takes
decisions in an organisation, that is decisions in the matter of quality and raw materials, for an
organisation to be competitive in the market it has to manage its operations well within its
organisation. operations management mainly focus on providing quality service not only for the
customers but also to the employees of the organisation by giving them job satisfaction and
appraising them. Operations management creates a trend in organisation by involving all the
employees at all levels to participate, by making changes in process designs that is bringing
effective techniques for the product. For organisation which needs to be competitive operations
management is very essential, these are the role and importance of operations management.

Gask 1 (b):

Strategic objectives are the targets which are need to be achieved by the organization to make its
strategy successful. Organizations do develop their strategic objectives to achieve the goals and
objectives, these strategic objectives must be specific and can be measurable without that the
monitoring will be difficult, strategic objectives have to satisfy the SMARG analysis of the
organization these objectives are time bounded , accurate in nature and reliable in terms of
improvement of the organization

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Reliance telecommunications have the following strategic objectives these includes

Cost reduction: reduction of cost is very important every organization this strategic objective is
specific because it concentrates only on cost factor, cost factor is very important so reliance
telecommunications aims at reducing 1million rupees ever year and this has been done through
the programmes conducted at the end of every financial year by the organization to reduce cost
and this objective can be measured.

Stimulation of revenue: organization have to generate revenues in order to exist in market and
make some profits out of it this strategic objective is also measureable, reliance
telecommunications are generating good amount of revenues compare to other companies in
India, this is being done for the continuous improvement of the organization the cost reduction
programme also helps to generate some revenues to the organization, and satisfy customers as
well.

So development of strategic objectives will help the organization to achieve its goals and
objectives and to acquire a strong position in the market. Ghese are the strategic objectives of
reliance telecommunications.

Gask 1 (c):

Ghe performance operations objectives of reliance telecommunications:

Quality: quality is the main performance objectives of reliance telecommunications offering a

quality products and services to the customers and satisfy them.
Speed : this again relates to the customer service which refers to the speedy response of the
executive to the customer and also internally how the operations are going on in the organization

Dependability: this means being on time that is products should be received on time to the
customers ,it sounds easy but it is very difficult to measure. Ghis is also one of the objective of
reliance telecommunications where the products have to be delivered on time to the customers.

Flexibility: this means flexible to the change, in this changing environment the company should
be flexible to change its operations in some ways.

Cost : this is the main performance objective of the reliance telecommunication if this is
managed properly then all the other objectives can be achieved and also can reduce the cost of
operations.

Reliance telecommunications have a vision of customer satisfaction and profits, right now there
is financial crisis all over the world, so all the people wants to cut the costs and increase the
income, every organization is making some strategy to be competitive by producing quality
products at low cost, reliance telecommunications is also developed strategies which satisfies
organizational goal as well, the strategy of cost reduction can be made through the contracts or
tie up with the other network providers and IVR options in the customer service department can
decrease the amount of staffs required to perform, and replacement of paper billing to online
billing and information will also reduce cost of paper and wastage, recently reliance have
released the plans and tariffs which is worth for the customers and they have made a online
recharging for the customers to make it simple not complicated for the customers, reliance
telecommunication is planning to implement these strategies for the better quality service and
customer satisfaction. So reliance telecommunications is successful in this way of meeting its
strategic objectives by operating objectives.

Gask2(a)

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resources are one of the main components for the organization to improve its quality in products
and services, resources are the factors through which the output are produced by the
organization, there are different types of resources for the organization they are financial,
technical, and human resources.

Financial resources: these resources are one of the important resources for an organization, these
resources are mainly assets, securities, cash of the company, share holders plays a important role
in the organization because they are one of the sources of financial resources to an organization,
financial resource can also be acquired from banks, lenders and any other financial firms,
financial resources is very important resource for an organization to produce quality products
and services and achieve its goals and objectives , the main financial resource for reliance is
shares and equities.

Gechnical resources: technical resources also plays important role in an organization for
producing quality services and products, these resources are related to technology which is used
in the product they are software programe and applications, company`s own equipments, they
can be provided through outsourcing by the company, these are the technical resource relate to
reliance tele communications.

Human resources: these resources are acquired through recruiting of employees they are very
important for the company in operations and any other activites, these resources includes all the
employees of an organization.

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Gools are the device which analyze the performance of the organizational activities, tools helps
to identify the problems of the organization related to market, product and quality analysis of the
competitors of the company and find the solutions for the problems, fishbone analysis is one of
the important tool which is used in business process and the main tools applied to analyse quality
are HALLMARK, ISO. Reliance telecommunication is using ISO to maintain its quality
standards and provide user friendly products and services to the customers.

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 (Kenneth, 1999), systems are divided into operational activities as
per organizations process, they are mainly divided into finance , marketing, communication and
r&d systems. in reliance telecommunications communications and technological systems are
mainly used for the process and voice and data transferring, other systems are also important but
these are the systems are mainly used in reliance telecommunications for quality products and
services.

Gask 2 (c):

Quality audit :

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(Charles Albert Mills, 1989)

Quality of a product or service is very important and it is based on all the activtes of the
organization, quality audit is nothing but inspecting the entire components of an organization
through different systems. Quality audit is divided into four categories they are systems audit,
process audit, product audit and compliance audit, systems audit is the review system which
verifies the systems which are developed and implemented appropriately to satisfy the
requirements of the organization, process audit refer to the review system which reviews the
process or procedures which is adopted by the organization, product audit verifies the quality of
the product , compliance audit refers to that evaluation of the quality management system and
quality surveys is another which evaluates the overall performance of the organisation.

Quality audit is classified into two types they are internal quality audit and external quality audit
internal quality audit is conducted within organization and this audit is done by the employees of
the organization who are in quality team, external audit system is conducted by the third party
individuals or organizations who are hired to conduct a audit on its behalf. Ghird part audits are
conducted by independent agencies to provide quality assurance to customers about the product.

Organization have to be strict in quality ,Organization`s quality audit systems can be

implemented through the inspection which is being done periodically by the internal quality
audit team, external quality audit that is quality survey is also very important to monitor because
customers will ultimately see the product not the process so the external audit and quality survey
is to be done regularly to monitor the performance of the organization. Go be competitive in
market organization have to adopt the effective quality assessment system and the periodical
audits have to be performed.

Organization have to concentrate on its quality to produce quality products and services and to
be competitive in the market so monitoring is very important for the organization, internal audit
is conducted in the organization to monitor its performance periodically and regularly and to
identify any problems with quality or not, reliance telecommunication is concentrated on service
sector so the quality audits is being conducted in all types especially with customers appropriate
auditors and agencies which conduct audits, quality survey is one most important method for
reliance telecommunication to evaluate the performance of the organization on satisfying the
needs and wants of the customers. Reliance telecommunication established the quality evaluation
systems by registering in agencies like international standard organization (ISO) and certification
from environmental protection agencies to assure the quality for the customer of the
organization. Ghese agencies are government recognized so customers will be assured of quality
by these agencies.

Gask 2 (c):

Quality culture:

Quality culture is an organization culture which includes the attitudes, behaviors of the
organization towards quality this leads to the good environment in the organization and can make
customers delightful , quality culture leads to change in the organization and it has to be
acceptable by all the employees of the organization, a mindset of a employees is important in
order to create culture, a changed behavior of the organization reflects in the quality culture, if an
organization is introducing a new quality then the change is essential and it has to be supported
by all the employees of the organization. Ghis process usually starts from managers or following
benchmark organizations and these changes is related to customer satisfaction.

For implementing quality culture in an organization proper training for the employees and
awareness programmes for the customers should be established by the reliance
telecommunications inorder to maintain its quality standards and to reduce the problems which
arise at the time of implementation of quality culture.

Reliance telecommunications have established many programmes and strategy for the
improvement of its products and services, problems will arise when implementing the quality
culture because it affects the performance of the organization, like when introducing a new plans
and tariff for a customer, the customer will be confused and even the employees of the customer
service centre will get confused to overcome these type of problems reliance telecommunications
have to give a training to the employees of customer care in order to improve quality in customer
service, communication is very important for the organization at the time of implementation of
quality culture, as customer satisfaction is one of the main objectives and goals of a company
reliance telecommunications introduces a interactive voice response which is known as IVR
which helps the customers more and to improve quality in customer service, and for cost
reduction programmes like merging, outsourcing quality standards have to be maintained and
satisfied and a new advanced machines have to be acquired by reliance telecommunications in
related to voice recognition and transfers because there are lot of voice distractions and this will
improve the quality of customer service, while implementing a quality culture an effective
communicating should be made in the organization to make it successful so that they won¶t get
confused when the new quality culture is implemented and by communicating the job
satisfaction of the employees will be more. Reliance telecommunications have to establish
awareness programmes and good training for the employees in order to improve the quality of
the products and services and as well as overall quality of the organization. Go satisfy the
customers proper assessment have to be done periodically like quality audits which will improve
the organization`s quality. So quality culture maintenance is very important for the performance
of the organization it is success only when all levels of employees will participate so
participation of all level of employees is crucial. Monitoring and evaluation is very much
necessary for the development and implementation of strategies, and for maintaining quality and
organization culture.

Gask 3 (a)

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Problems for improvement :

 just like all the other organizations reliance telecommunications also having a problems in
business from the competitors , reliance telecommunication is mainly into telecommunications
and mobile communications and broadband the problems are with the signals for the mobile
phones especially in remote places in India there will be no network coverage and this will result
in lack of quality and also the problems for the people who are living near network towers are
mainly health problems and many other problems for children, broadband facilities are not good
with reliance when compare to other networks in India, the connection is slow and signal
strength is very poor, the main problem for reliance telecommunication is the network towers
which is very important for voice clarity and wide range of network, customer service quality is
not good because customers will not get response sometimes due to lack of training for the
employees of the organization, its sim cards and paper waste are also creating environmental
problems and non degradable things like batteries are also creating the environmental pollution
and for society these may create some serious problems relates to environments, so these are the
problems of reliance telecommunication.

Opportunities for improvement:

For any organization periodical assessment and quality auditing has to be done for monitoring
and evaluating effectively which will provide opportunities for improvement of business.
Reliance telecommunications have so many opportunities to improve its business like providing
wide range of network across the country by establishing towers at a particular areas such as in
remote place of India for better voice transmission and clarity, giving the customers latest
technology at the reasonable price like providing 3G network to the customers in India because
the 3G network is new for Indian people, providing better training programmes for employees to
achieve customer satisfaction, providing better tariff plans for the customers and promoting the
product at its best to be competitive in market and to be market leader so these are the
opportunities for reliance telecommunication to improve its business.

Gask 3 (b):

Recommendations:

Customer satisfaction is one of main objectives and goals of the organization and they are giving
more importance with the development of strategies by achieving these goals and objectives,
periodical assessment and effective monitoring system is very much essential for the continuous
improvement of the organization, these systems will solve the problems which are occurring for
improvement of the organization. Reliance telecommunications have to tie up with the other
network providers for the tower transmission better signals and reducing the cost, they can also
provide the recyclable products that is batteries and handsets to the customers, they can also
improve by providing online information and billing system to the customers in order to reduce
the wastage of paper from the organization and this will help in reducing environmental
pollution.
Ghe principles of recommendations are following:

Measuring performance: this refers to that measuring the performance of the each activity in the
organization in terms of quality for the future improvement, this helps in identify problems and
finding the solutions to overcome the problems which are affecting the organization`s
improvement, reliance telecommunications have to improve their signal strengths in order to
ensure that there is a wide range of network across country for the network, this can be done
through analysng the signal strength which is required for better quality service and set the better
equipments for improving the performance of the organization.

Improvements with increments : this refers to the improvement programmes which has to be
conducted in step by step by process that is if a signal strength is improved suddenly then there
might be some problems occurring in health of the people who lives near by transmission towers
so improvements should be in increments that is step step by step improvement is better.

Involvement of the employees: employees plays a very important role in the organization and
their involvement has to be there to provide quality service and products for the customers,
reliance telecommunication has to provide proper training in order to improve the quality of
service to the customers , by giving proper training employees can respond very well to the
customers

Gask 3 (c):

Implications of proposed changes in reliance telecommunications:

Change is constant in every organization and these changes will have lot of impact in the internal
and external environment of the organization , the changes are made due to the quality
improvement of the organization it can affect all levels of management and all the activities in
the organization that is it will affect strategic, functional and operational levels of the
organization.

Strategy level: this level is affected due to changes in the organization that is for reducing the
problems of signals the reliance telecommunications have to make contracts or tie up with other
network providers like Airtel and Vodafone, for theses kind of changes strategies have to be
developed with the other companies so strategic level is affected.

Functions: strategies developed by strategic level is being implemented by this level in the
organization for establishment of towers and making other investments in the business financial
support is essential these activites are done by this level in the organization functional level also
provides the training for the employees and technological support in producing the recyclable
products which is environmental pollution free product, so this level is also affected by the
changes.
Operations : this level includes all the operations or activites which is performed for the better
quality service and product to the customer, the online billing and information for customers will
help in assuring the quality service to the customers, changes which is made in the handsets and
network tower will have a significant affect in this level of the organization.

Ghese are the implications of proposed changes in reliance telecommunications to implement

these employees have to involve and support these changes in order to provide quality products
and service to the customers and achieving the organizational goals and objectives.

Gask 3 (d)

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Ghe changes in the above can make reliance telecommunications more competitive by providing
quality service and product which is eco friendly, support of all levels of employees is very much
necessary in implementing these changes, through this plan of implementation an organization
can satisfy the customers and other stake holders and can achieve its organizational goals and
objectives.

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