BSNL SWOT Analysis, USP & Competitors

Posted in Telecom Service Providers, Total Reads: 7930
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SWOT Analysis of BSNL with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

BSNL

Parent Company

BSNL

Category

Mobile service provider

Sector

Telecommunication

Tagline/ Slogans

Connecting India; BSNL hai to bharosa hai

USP

SMS rates are reasonable; high speech quality and is capable of delivering high bandwidth using DSL technologies

BSNL STP

Segment

People looking for telecom services and data networks

Target Group

Middle class from urban and rural areas

Positioning

Most reliable and low priced service

BSNL SWOT Analysis

Strengths

1.Alliances with Ericsson and Cisco Systems are a big boon for BSNL
2.IT alliances with HP Compaq, interconnecting alliances
3.BSNL has a selling capacity of 25 million per annum
4.Has an excellent network coverage across India

5. Being a government backed brand, BSNL has a huge advantage over private players

6. More than 90 million people are subscribed with BSNL

Weaknesses

1. BSNL has failed to innovate in an extremely tough telecom environment
2. Limited brand visibility and low brand loyalty

Opportunities

1.Adoption of Next Generation Networks (NGN) is global
2.Strong strategic alliances with network companies may help BSNL Communication to focus on marketing its services
3.Untapped rural markets

Threats

1. Competitors low price offering can further reduce market share of BSNL
2. Saturation point in Basic telephony service
3. Mobile Number Portability can take away the brand's customers

Competition

Competitors

1.Reliance
2.Idea
3.Vodafone
4.Tata Docomo
5.Aircel
6.MTNL
7.Airtel
8.Uninor
9.Tata Indicom
10.Virgin


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