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Porter's Value Chain: Primary Activities

Bharti Airtel maps its Indian activities onto Porter's value chain model. This includes primary activities like constructing mobile towers, purchasing equipment and licenses, and providing services. Support activities involve investing in infrastructure, training employees, deploying new technologies like 4G and MIMO to enable 5G, and establishing procurement networks with suppliers and retailers. Airtel outsources some IT operations and distributes recharge cards through various channels to reach customers across its distribution network.

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824 views2 pages

Porter's Value Chain: Primary Activities

Bharti Airtel maps its Indian activities onto Porter's value chain model. This includes primary activities like constructing mobile towers, purchasing equipment and licenses, and providing services. Support activities involve investing in infrastructure, training employees, deploying new technologies like 4G and MIMO to enable 5G, and establishing procurement networks with suppliers and retailers. Airtel outsources some IT operations and distributes recharge cards through various channels to reach customers across its distribution network.

Uploaded by

gokul9rov
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as DOCX, PDF, TXT or read online on Scribd
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1.

Map Bharti Airtel’s Indian activities onto Porter’s value chain

Porter’s value chain

 Primary activities – Inbound Logistics, Operations, Outbound Logistics,


Marketing & Sales & Service
 Support activities – Firm Infrastructure, HRM, Technology and procurement

Primary Activities
Inbound Logistics:
 Construction of mobile towers
 Purchase of equipment and licenses
 It has a well-trained staff to maintain goods and services with care
Operation
 Providing services
 Management of databases
 Outsourcing IT operations to IBM
 Distributed 1000 of recharge cards at gas stations and cooking gas distribution
center
Outbound Logistics
 Ensuring availability of recharge vouchers at outlets
 Two-Layer distribution model in Urban area and Three-layer distribution
model in rural areas
 Achieved a distribution network over 2.5 million retailers across South Asia
Marketing and sales
 Focus on brand management
 Telemarketing was employed across the country
 Marketed sim-cards and recharge coupons through post offices across the state
of Kerala
 Collaborated with several online payment applications such as paytm, Google
pay, Phone pe etc.

Service
 Established Call center management
 Provided bill payment services through online
 Established several retail outlets
 Information was provided through catalogues and displays
Support Activities

Firm Infrastructure:

 Airtel has invested more than Rs.300 billion over the past 2 years in adding
new base stations and modernizing the network infrastructure
 Airtel has successfully implemented CRM tools, MIS, ERP, Networking
equipment and IT infrastructure
Human Resource Management
 Aggressive training for the rural distributors to help training the rural
customers on how to use mobile phones as there were first time users
 Employees can get logged on to customized training programs developed by
British Telecom (BT)
 Airtel also seeks to certify and re-certify every employee on quality and IT on
a continuous basis.

Technology
 Created a 4G enabled network
 Bharti Airtel announced the deployment of India’s first state-of-the-
art Massive Multiple-Input Multiple-Output (MIMO) technology which is
a key enabler for 5G networks.
 Launch of M commerce by tie ups with banks and credit cards
Procurement
 Established a SCM network to acquire networking and telecom tools
 Maintain long term relationship with suppliers to provide handsets and
services
 Bharti had forged unusual relationships to expand their network of retailers
 Tied up with Indian farmers fertilizers corporation

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