Product details

The case examines the emergence of Bharat Sanchar Nigam Ltd (BSNL) as the leading company in the Indian telecom industry in early 21st century. It explores in detail the changes taking place in the industry through the early 1990s - primarily the entry of private players and the emergence of cellular telephony. The case takes a look at the circumstances that led BSNL to enter the cellular and Wireless Local Loop segments. Detailed information is provided about the reasons behind the rapid growth of its cellular services. The case also discusses the criticisms levelled against BSNL''s services and strategies, and the initiatives taken by the company to address them. Finally, it discusses the threats facing BSNL in the light of the changing regulatory and competitive scenario. The case is structured to enable students to: (1) understand the evolving nature of the Indian telecom industry market in the early 21st century and study the role of the state-owned erstwhile monopoly player BSNL; (2) analyse how regulatory changes and other external factors alter the business environment for an industry and cause the players to modify their strategies accordingly; (3) understand the need for launch of new services and improvement in the existing services to survive in the telecommunications business; and (4) ascertain the strategic initiatives that can help a company succeed in an intensely competitive, evolving and dynamic market. The case is aimed at MBA/PGDBA students and is intended to be part of the strategy and general management curriculum. The teaching note does not contain an analysis of the case.