A presentation on organization study

Bharat Sanchar Nigam Limited (BSNL), Bangalore

Presented by, Nagaveni.G Reg no. 101GCMA083

Industry profile
The Telecommunication industry is a system of switches and lines that are interconnected to provide communication between multiple parties. Telecommunication is the assisted transmission of signals over a distance for the purpose of communication. In modern times, telecommunication typically involves the use of electronic transmitters such as the telephone, television, radio or computer. Telecommunications play an important role in the world economy and the worldwide telecommunication industry's revenue was estimated to be $3.85 trillion in 2008. The service revenue of the global telecommunications industry was estimated to be $1.7 trillion in 2008, and is expected to touch $2.7 trillion by 2013. The telecom industry is developing the fastest among all sectors in India. Mean while, GSM mobile communication is in the leading position in development of telecom market in the next few years, hand set subscribers will be expanding dramatically with an expected growth rate of more than 50%. Bharat Sanchar Nigam Limited. (BSNL), Mahanagara Telephone Nigam limited (MTNL), Videsh Sanchar Nigam Limited (VSNL), Bharti airtel, Tata Teleservices, Sify ltd are the major telecommunication service providers in India.

Company profile
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Bharat Sanchar Nigam Ltd. Formed in October 2000, is Worlds 7th largest Telecommunication company providing comprehensive range of telecom services in India: Wireline, CDMA mobile, GSM Mobile, Internet, Broadband, VSAT, VoIP services, IN Services etc. Presently it is one of the largest & leading public sector units in India.

It has about 46 million line basic telephone capacity, 8 million WLL capacity, 52 Million GSM Capacity, more than 38302 fixes exchanges, 46565 BTS, 287 Satellite Stations, 614755 Rkm of OFC Cable, 50430 Rkm of Microwave Network connecting 602 Districts, 7330 cities/towns and 5.6 lakhs villages. At present BSNL enjoys around 60% of market share of ISP services.

BSNL is numero uno operator of India in all services in its license area. The company offers wide ranging & most transparent tariff schemes designed to suite every customer.

BSNL has been adjudged as the NUMBER ONE ISP in the country.

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BSNL has set up a world class multi-gigabit, multi-protocol convergent IP infrastructure that provides convergent services like voice, data and video through the same Backbone and Broadband Access Network. At present there are 0.6 million DataOne broadband customers

The company has vast experience in Planning, Installation, network integration and Maintenance of Switching & Transmission Networks and also has a world class ISO 9000 certified Telecom Training institute.

Scaling new heights of success, the present turnover of BSNL is more than Rs.351,820 million (US$ 8 billion) with net profit to the tune of Rs.99, 390 million (US $ 2.26 billion) for last financial year. The infrastructure asset on telephone alone is worth about Rs.630,000 million (US $14.37 billion).

The turnover, nationwide coverage, reach, comprehensive range of telecom services and the desire to excel has made BSNL the No. 1 Telecom Company of India.

Product profile
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BSNL Landline BSNL Mobile 3G services BSNL WLL Internet Services BSNL Broadband

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Intelligent network Video conferencing Telex/telegraph Data communication Global conferencing BSNL Managed Network Services

Achievements
BSNL Indias largest telecom service provider has broken all the past records by adding an unprecedented number of customers to its cellular subscriber base. BSNL has achieved the landmark of providing more than 14 million mobile cellular connections all over the country, In the East Zone, BSNL provided 2.68 lakh connections during December 2009. of these over 1 lakh connections have been provided in the state of West Bengal and 62,000 in the state of Bihar. Following are the milestones:  New Telephone Connections  Public Call Office (PCOs)  Provisions of Cellular Mobile Phones  Telephone Services  Subscriber Trunk Dialing  STD Stations  Rural Telephony

Vision, Mission, Goals, Objectives



VISION
To become the largest telecom service provider in South East-Asia

MISSION
 To provide world class state-of-art technical telecom services On Demand at Affordable price.  To provide world class infrastructure to develop countrys economy.

BSNL ASPIRATION
 Be the leading Telecom Service Provider in India with global presence.  Create a customer focused organization with excellence in sales, marketing and customer care.  Leverage technology to provide affordable and innovative products/services across customer segments.  Provide a conducive work environment with strong focus on performance.  Establish efficient business processes enabled by IT.

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OBJECTIVES
To provide quality and reliable fixed telecom service to our customer and thereby increase customers confidence.

To provide mobile telephone service of high quality and become no.1 GSM operator in its area of operation.

Contribute towards National plan Target of 500 million subscriber base for the country by December 2011 Broadband customers base of 20million in the country by 2011 as per Broadband Policy 2004 Providing telephone connection in villages as per government policy.

Organization structure

Functional departments
The following are the departments of the company.
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Finance Department. Marketing Department. Human Resource Department. Information Technology Department.

Finance department:
This department is handled by two DGMs i.e. for financial leverages and telecom revenue. DGM will be apex decision making body as far as financial aspects is concerned. Major works with financial leverages and Telecom revenue are: Financial leverages Budget Section Work Section Accounts payable Cash Corporate accounts Banking Telecom revenue Telecom lease circuits Sub Ledger WILL and mobile Computer billing circle


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Marketing department
Deputy Manager Marketing is responsible for  Preparation of tender.  Meeting customers and identifying their needs. Market research, competitors study, advertisement of the project.

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Marketing Objective Marketing Process Marketing activities support sales efforts Franchisee Network Responsibility of Franchisees

Human Resource department

With a corporate philosophy that considers Human Resource as the most prized assets of the organization, it's natural for BSNL to continually hone employee skills, enhance their knowledge and their expertise and their aspirations to fruition. Even as BSNL goes about conducting its business activities, it lays emphasis on constant enhancement of knowledge and skills through regular training programmes.

Employees Welfare Activities Employee Training Training Evaluation Transfer Attendance Wages and Salary Administration. Information technology department
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Conduct Needs Assessment Implement Training Methods Performance appraisal Increments, Incentives & Bonus Allowances Staff

Network Maintenance Intelligent Network

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Call Queuing Condition based routing

Interactive voice response Black & White List Call limiter Call distribution Detailed Bill

SWOT Analysis


STRENGTHS  BSNL provides continuous training, career advancement opportunities and a self motivated work environment to its employees.  BSNL has a corporate culture of mutual respect and is an excellent service provider.  Mobility, cheap rates and also the utility of the cell phones is high.  Easy recharge' facility is another advantage at hand.  Well established systems and procedures.  There has been explosive growth of the industry in the recent years.  Skilled dedicated and motivated workforce.

WEAKNESS  Although it is investing too much in R&D but its marketing skills are below average.  Low efficiency of the cell phone tower.  Low risk taking ability.  Lack of aggressive marketing.  Slower response time.

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OPPORTUNITIES  It can establish a world-wide knowledge-broadcast system via the internet.  BSNL can retain its customers by improving its marketing skills.  Can invest in foreign markets.  Introduction of better & improved technology.  BSNL has a large network of more than 36000 Digital Exchanges connected by OFC backbone  The group can strengthen and expedite research & development in order to deliver products of top international standards.

THREATS  Rapid change in technology  External factors like political instability and economic instability which are affecting the business environment  Erosion of trained and skilled manpower.  Large number of international players.  Competition from private sector & nationals.  Frequent fluctuations in the global competitive market  Economics policies of the government.

Findings and suggestions

FINDINGS
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BSNL dealers are inclined to give top priority to the contests conducted by the companies; commission, though equally important, is subordinated to the second place.

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Wireless networks are now looking for higher bandwidth, greater speeds and lower costs. The future of wireless communications is very bright with a promise of user friendly, new broadband services at a reasonable cost coupled with seamless worldwide roaming capability.

While comparing the sales promotional activities provided by various service providers BSNL is placed first for contests, for price off allowances.

SUGGESTIONS
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BSNL should improve the special trade terms and the contest efficiency to get the satisfaction of the dealers and retailers.

Coverage problems can be overcome by establishing new towers at various places by different cell phone service providers.

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Network problems can be rectified using the Wide Area Network (WAN). Maintenance of the server and processor should be done then and there to avoid most of the problems encountered by customers.

Sales promotional aids should also be improved to cope with the customer expectations and desires.

conclusion
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BSNL is Indias oldest and largest Communication Service Provider (CSP). Currently BSNL has a customer base of 64.8 million (Basic & Mobile telephony). It has footprints throughout India except for the metropolitan cities of Mumbai and New Delhi which are managed by MTNL.

The study says that most of the customers are satisfied by the service provided by the BSNL. The dissatisfaction is mainly due to delay in the signals. If there are steps taken to resolve the problem the retention of customer will be more and this will satisfy most of the customers increasing value of the service. They also have to understand about their competitors and their strategy in understanding Customers. Since Communication industry is a very competitive one it is high time for BSNL to understand about their Customers in Landline as well as Mobile services. So that people can recommend BSNL to others.

Thank you.