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Relaince Communications Strategy

INDIAN INSTITUTE OF MANAGEMENT INDORE
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A project report on
RELIANCE COMMUNICATIONS LTD.
Strategy Analysis
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Term: III
Course: Strategic Management- I
Instructor: Dr. B. L. Sunder
Submitted on: 19th March, 2009
Reliance Communications Limited
Background of the Company In the late 1999, during a project planning meeting of Reliance Infocomm (now Reliance Communications), the founder Reliance Industries, Late Dhirubhai Ambani defined a vision for this company: “_Make the tools of infocomm available to people at an affordable cost, and they will overcome the handicaps of illiteracy and lack of mobility_”. Later he articulated his vision in a better manner and made a statement which later redefined the Indian telecom industry. He said, “_Make a phone call cheaper than a postcard and you will usher in a revolutionary transformation in the lives of millions of Indians_”.
If it was Sunil Mittal who brought cellular phone to India, it was Dhirubhai who made the dream of owning a cellular phone a reality for Indian masses. The driving force behind the success of Reliance was the company’s ability to sense an opportunity and time its market entry to achieve maximum growth. Famous for its Blitzkrieg strategy, execution capability and vertical integration, Reliance sensed the once-in-a-lifetime opportunity for India and itself, promised by information and communication technology. And Reliance was fast enough to grab this opportunity.
Project overview The focus of this project is to study and critically analyze the strategies of RCOM using the standard strategy frameworks and tools provided by the academics and renowned strategic consultancy firms and to come up with a strategy for the future. Though RCOM has been very successful in business during the eight years of its existence, it does not guarantee that its strategy has always been the best. The Indian telecom market is very...