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OUR PRESENTATION
A CASE STUDY ON GRAMEENPHONE LTD. & THEIR BUSINESS LEVEL STRATEGIES
Prepared By 1. Mohammad Imam Hossain, EMBA, 11th Intake ID: 101123010052. Md. Nazmul Haque , EMBA, 11th Intake ID: 101123010063. Kazi Tariqul Haque, EMBA, 11th Intake ID: 101123010074. A.Z. Md.Rashedul Basher, EMBA, 11th Intake ID: 101123010105. Md. Sazzad Hossain, EMBA, 11th Intake ID: 10112301011
Ownership Structure
shareholders of Grameenphone contribute their unique, in-depth experience in both telecommunications and development.
It is a joint venture enterprise between Telenor (55.8%), the largest telecommunications service provider in Norway with mobile phone operations in 12 other countries, and Grameen Telecom Corporation (34.2% ), a non-profit sister concern of the internationally acclaimed micro-credit pioneer Grameen
Bank. The other 10% shares belong to general retail and institutional investors.
Business Level Strategies:
Using product features or services GP is distinguishing the firm’s offerings from its competitors. Some product features are Apon, Bondhu, Sohoj, Djuice, Xplore, Business Solution, Internet SIM, Public Phone, Village Phone etc. To increase market share by expanding the network, The Company was successfully listed in November 2009 – which was the largest IPO in the history of the Bangladesh capital market.
Evolution and History
November 28th 1996 GrameenPhone was offered a cellular license in Bangladesh by the Ministry of
Posts and Telecommunications, Government of the People‟s Republic of Bangladesh. March 26th1997
GrameenPhone launched its service on the Independence Day of Bangladesh. November 5th2006
After almost 10 years of operation, GrameenPhone has over 10 million subscribers. September 20th2007
GrameenPhone announces 15 million subscribers. November 30th 2009
After almost 10 years of operation, Grameenphone has over 10 million subscribers
Evolution and History (Cont…) Now…Grameenphone is now the leading telecommunications service provider in the
country with more than 27 million subscribers as of October 2010.Presently, there are about 60 million telephone users in the country, of which, a little over one million are fixed-phone users and the rest mobile phone subscribers. Starting its operations on March 26, 1997, the Independence Day of Bangladesh, Grameenphone has come a long way. It is a joint venture enterprise between Telenor (55.8%), the largest telecommunications service provider in Norway with mobile phone operations in 12 other countries, and Grameen Telecom Corporation (34.2% ), a non-profit sister concern of the internationally acclaimed micro-credit pioneer Grameen Bank. The other 10% shares belong to 10% to general retail and institutional investors. Over the years, Grameenphone has always been a pioneer in introducing new products and services in the local market. GP was the first company to introduce GSM technology in Bangladesh when it launched its services in March 1997.The technological know-how and managerial expertise of Telenor has been instrumental in setting up such an internationalstandard mobile phone operation in Bangladesh. Being one of the pioneers in developing the GSM service in Europe, Telenor has also helped to transfer this knowledge to the local employees over the years.
GP Managerial Values
MAKE IT EASY Everything GP produce should be easy to understand and use. GP should always remember that GP try to make customers‟ lives easier. KEEP PROMISES Everything GP do should work perfectly. If it doesn’t, they’re there to put things right. They‟re about delivery, not over-promising. They’re about actions, not words. BE INSPIRING
T hey are creative. GP bring energy and imagination to our work. Everything GP produce should look fresh and modern. BE RESPECTFUL
GP acknowledge and respect local cultures. GP want to be a part of local communities wherever GP operate. GP want to help customers with their specific needs in a way that suits way of their life best.
Reason for Being with GrameenPhoneGrameenPhone-Largest Network coverage
Functional Level Strategies: Grameenphone’s focus is on efficiency, quality, innovation, and customer responsiveness.
Their main focus on After Sales Service that’s why for the first time they introduce 24 Hours Helpline and many GPC with the motto, “We are Here to Help”
GP‟s Human Resource & People management procedure is so much powerful rather than the other telecom companies, which are helping the company to achieve the first place. Under Grameenphone there are more than 5000 Employees working all over the country.
Global Level Strategies:
Grameenphone (The Company of Telenor Group) is using multidomestic strategies because it expanded its telecom business under different countries with different name. Such as: o Grameenphone in Bangladesh, Uninor in India, Telenor in Pakistan, Norway, Hungary; DiGi in Malaysia, dtac in Thailand etc.
It‟s also follows transnational strategies, like Telenor Group provide different strategies for different countries depend on the people demands. So Grameenphone segmented our Bangladeshi market depending on “what people actually need”, that‟s why they invented different types of SIM, Packages Plan, Internet Options and Handsets for BD people.
Corporate Level Strategies:
Grameenphone is vertically integrated, now they establish some plans for grab more rural customers by producing Handset “Badhon” Grameenphone C100, Grameenphone V100 at cheap price. Also they producing Grameenphone Modem to establish and introduce internet everywhere in Bangladesh under the slogan of “Alo Ashbei”, which has the 100% mobility
Grameenphone now concentrated on other field also. They are opening Grameenphone IT Ltd. as well as Grameenphone Communication Ltd.
SWOT ANALYSIS
STRENGTHS: Largest Geographical Coverage Largest International roaming Service Strong Distribution Channels Pre-Paid service that are so Flexible Low price handsets with quality and variability for rural people Lease of Fiber-Optic cable from Bangladesh Railway Market Leadership & financial soundness Good Owner Structure Competitive Price Dynamic Management Team 24 Hours Customer Services Skilled Human Resource Access to the Widest Rural Distribution network through Grameen Bank More Attractive VAS (Value Added Services)
OPPORTUNITIES: Unmet demand Possibility of further network expansion Increasing interconnection with BTTB Favorable Regulatory Authority Possibility of innovative products and servicesBetter relationship of competitors with regulatory body.
WEAKNESS: Billing inflexibility Growing customer dissatisfaction Lack of follow-up from customers Deviation from original business plan Marketing plan.
THREATS: Introduction of BTTB mobile phones Aggressive marketing by competitors Possibility of new entrances using GSM Technology.
RECOMMENDATION
Based on the findings & analysis, some realistic recommendations are mentioned in the following: QA department is strongly working but the department should give more concentration on contractual employees in making them permanent to make faster growth of GP than the present time. Besides existing customers, other customers should be strongly targeted. Performance appraisal system should be controlled and followed to measure the performance of each employee.Should give more concentration on advertising & sponsorship.GP should increase the service quality/after sales service.
CONCLUSION
Grameenphone Company is still a growing company in spite of all the success it has achieved so far. It holds a kind of a monopoly position in the mobile telecommunications market. Completion is always on the lookout for new ideas and schemes. In order to maintain no: 1 position GP use to follow many strategies like business level strategies, functional level strategies, global level strategies & corporate level strategies.
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