Telecommunication Market in India: Case study of Reliance Communications

by

ACKNOWLEDGEMENT

I would take this opportunity to thank my research supervisor, family and friends for their support and guidance without which this research would not have been possible.

DECLARATION

I, [type your full first names and surname here], declare that the contents of this dissertation/thesis represent my own unaided work, and that the dissertation/thesis has not previously been submitted for academic examination towards any qualification. Furthermore, it represents my own opinions and not necessarily those of the University.

Signed __________________ Date _________________

ABSTRACT

In this study we try to explore the concept of Telecommunication market in India. Indian Telecommunications industry has been the accelerated development of the pro-government and facilitated by liberal policies and fair regulatory framework that is worth buying at prices that provide telecom services to Indian consumers. The main change has occurred in this sector with economic reforms, the state monopoly which has now become a competitive platform and to attract private companies from around the world. In 1994, the Telecom Policy has opened the sector to private companies and the process by Telecom Policy announced in 1999 and has more speed. The main focus of the research is on Indian Telecom sector and discusses about Reliance communication. The research also analyses many aspects of Reliance communication and tries to gauge its effect on Indian Telecom Market. Finally the research describes analyse the case study of Reliance communication and evaluate the result of Interview questionnaire which enable to conclude the research and achieving the research objective.

TABLE OF CONTENTS

ACKNOWLEDGEMENTII

DECLARATIONIII

ABSTRACTIV

CHAPTER 1: INTRODUCTION2

Background of the study2

Problem Statement3

Purpose of the Study4

Rationale of the Study4

Aims and Objectives6

Theoretical Framework6

Research Questions8

Ethical Consideration9

Appraisal Limitations10

Reliability and Validity10

Brief Conclusion12

CHAPTER 2: LITERATURE REVIEW13

Indian Telecommunication Industry13

Competitive Advantage is a Key to Success15

Decrease Customer Management Costs in Telecommunication Companies16

Customer Relationship Management (CRM) in Telecommunication Companies17

Current Scenario of Indian Telecommunication Industry17

Marketing in Indian Telecommunication Sector19

Macro-Environment Variables19

Case Study Reliance Communication22

History23

Company Overview24

Business Description25

Major Products and Services26

Consumer:26

Business services:27

Data solutions27

Internet data centre:27

Brands:28

Formulation of Marketing Strategies of Reliance Communication28

Reliance Communication Countering the Market Competition29

Global Research30

Concept marketing in the competition30

Top Competitors31

Identifying Competitors' Strategies31

Reliance Communication Marketing Strategies33

1.Cost Leadership33

2.Differentiation of Products34

3.Cost Focus34

4.Differentiation Focus34

Progress of Reliance Communication35

Brief Conclusion37

CHAPTER 3: METHODOLOGY38

Research Design38

Instrument38

Sample Selection38

Interview Questionnaire40

Data Collection:41

Likert Scale41

Procedure42

Literature Search42

Case Study43

Brief Conclusion43

CHAPTER 4: RESULTS AND FINDINGS44

Analysis of Interview Questionnaire44

Question 01: Brand Name and Quality Service44

Question 02: Usage Preferences45

Question 03: Customer Motivation45

Question 04: Growth in Reliance Communication46

Question 05: Customer Relationship Representatives Availability47

Question 06: Services of Reliance Communication47

Question 07: Effective Communication48

Question 08: Advertising49

Question 09: Tariff Plan49

Question 10: Technological Innovation50

Descriptive Statistics52

Interpetation of Results: Level of Acceptence53

Reliance Communications: Case Study Analysis54

Revenue Analysis54

Revenues by Division54

Revenues by Geography54

SWOT Analysis55

Discussion55

Strengths55

Well Integrated Operations55

Strong Brand Recognition57

Significant Operations of Reliance Globalcom and Reliance Communications58

Infrastructure58

Weaknesses59

Decreasing ARPU59

Concentrated Geographic Operations60

Significant Debt60

Opportunities61

Growth of Indian Telecom Market61

Launch of 3G Services63

Threats64

Increasing Competition64

Regulations64

Brief Conclusion65

CHAPTER 5: CONCLUSION AND RECOMMENDATION66

REFERENCES68

APPENDIX71

Questionnaire71

LIST OF TABLES

TABLE 1: BRAND NAME AND QUALITY SERVICE44

TABLE 2: USAGE PREFERENCES45

TABLE 3: CUSTOMER MOTIVATION46

TABLE 4: GROWTH IN RELIANCE COMMUNICATION46

TABLE 5: CUSTOMER RELATIONSHIP REPRESENTATIVES AVAILABILITY47

TABLE 6: SERVICES OF RELIANCE COMMUNICATION48

TABLE 7: EFFECTIVE COMMUNICATION48

TABLE 8: ADVERTISING49

TABLE 9: TARIFF PLAN50

TABLE 10: TECHNOLOGICAL INNOVATION50

TABLE 11: DESCRIPTIVE STATISTICS52

TABLE 12: LEVEL OF ACCEPTENCE53

TABLE 13: SWOT ANALYSIS55

CHAPTER 1: INTRODUCTION

Background ...