Bsnl Change Management Strategy
BSNL competitive portfolio & Change Management
M Ramesh, marimuthuramesh@rediffmail.com Synopsis:
Bharat Sanchar Nigam Ltd. formed on 1st October „2000, is one of the largest & leading public sector units providing comprehensive range of telecom services in India. They operate under 13 different brands. Their customer base as on July 31, 2011 was at 95.14 Million.
BSNL has an installed Network in the country comprising about 43.74 million line basic telephone capacity, 8.83 million WLL capacity, 72.60 million GSM capacity, 37,885 fixed exchanges, 68,162 GSM BTSs, 12,071 CDMA Towers, 197 Satellite Stations, 6,86,644 RKm. of OFC, 50,430 RKm. of microwave network connecting 623 districts, 7330 cities/towns & 5.8 lakhs villages. However, with such a large base, excellent brand recall, political backing and huge workforce, the company has not been doing well and in fact has reported a loss in the previous financial year. BSNL had reported the highest net profit of over Rs10,000 crore in 2005-06 but since then its profits have been falling. The losses have more than tripled to about Rs. 6,000 crores during 2010-11 mainly due to hefty outgo for employees ' salary and expenses borne by the PSU for procuring 3G and BWA spectrum. The company had registered a net loss of Rs. 1,823 crores during 2009-10. The total revenues of the company also declined to Rs 28,876 crore during the current year, down nearly 10% from Rs 32,072 crore in the previous financial year. Recipient of the Golden Eagle award in 2004 & 2005 for the most trusted brand in telecom sector, BSNL is today struggling to retain its identity. This article aims are preparing a competitive strategy for BSNL and select suitable competitive portfolio so that the company can emerge out of the crisis it is in.
Further, the change management strategy that has to be adopted in order to implement the changes in the organisation is given in this section.
1. Competitive Strategy and suitable corporate
M Ramesh, marimuthuramesh@rediffmail.com Synopsis:
Bharat Sanchar Nigam Ltd. formed on 1st October „2000, is one of the largest & leading public sector units providing comprehensive range of telecom services in India. They operate under 13 different brands. Their customer base as on July 31, 2011 was at 95.14 Million.
BSNL has an installed Network in the country comprising about 43.74 million line basic telephone capacity, 8.83 million WLL capacity, 72.60 million GSM capacity, 37,885 fixed exchanges, 68,162 GSM BTSs, 12,071 CDMA Towers, 197 Satellite Stations, 6,86,644 RKm. of OFC, 50,430 RKm. of microwave network connecting 623 districts, 7330 cities/towns & 5.8 lakhs villages. However, with such a large base, excellent brand recall, political backing and huge workforce, the company has not been doing well and in fact has reported a loss in the previous financial year. BSNL had reported the highest net profit of over Rs10,000 crore in 2005-06 but since then its profits have been falling. The losses have more than tripled to about Rs. 6,000 crores during 2010-11 mainly due to hefty outgo for employees ' salary and expenses borne by the PSU for procuring 3G and BWA spectrum. The company had registered a net loss of Rs. 1,823 crores during 2009-10. The total revenues of the company also declined to Rs 28,876 crore during the current year, down nearly 10% from Rs 32,072 crore in the previous financial year. Recipient of the Golden Eagle award in 2004 & 2005 for the most trusted brand in telecom sector, BSNL is today struggling to retain its identity. This article aims are preparing a competitive strategy for BSNL and select suitable competitive portfolio so that the company can emerge out of the crisis it is in.
Further, the change management strategy that has to be adopted in order to implement the changes in the organisation is given in this section.
1. Competitive Strategy and suitable corporate
Bibliography: Marketing strategies of BSNL by GS Grover, NK Srivastava, & Sunil Kumar http://www.bsnl.in http://www.business-standard.com/india/index2.php http://www.moneycontrol.com/company-article/bharatsancharnigam/news/BSN http://www.moneycontrol.com/news/business/bsnls-loss-triples-to-rs-6000-cr3g-bwaoutgo_588976.html http://www.cellular-news.com/tags/bsnl/ Organisation Culture- A Case Study of BSNL LIMITED, Mrs. G. Nagamani, Prof. G.Krishna Mohan, http://www.vim.ac.in/UploadImages/Attachments/G.%20Nagamani%20&% 20G.% 20Krishna%20Mohan.pdf 8|Page