WELCOME
TO
OUR PRESENTATION
A CASE STUDY ON GRAMEENPHONE LTD.
& THEIR BUSINESS LEVEL STRATEGIES
Prepared By
Name
ID
MD.Radwan
329
Onik Biswas
352
MD.Mamun Mia.
351
MD,mehidi hasan
315
MD.Rony
340
MD.Akash
335
Ownership Structure
• The shareholders of Grameenphone contribute
their unique, in-depth experience in both
telecommunications and development .It is a joint
venture enterprise between Talenor(55.8%), the
largest telecommunications service provider in
Norway with mobile phone operations in12 other
countries, and Grameen Telecom Corporation
(34.2% ), a non-profit 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 26th 1997
• GrameenPhone launched its service on the Independence Day of
Bangladesh.
• November 5th 2006
• After almost 10 years of operation, GrameenPhone has over 10 million
subscribers.
• September 20th 2007
• 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 providing the
country with more than 27 million subscribers as of October2010.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 their nationally acclaimed micro-credit
pioneer Grameen Bank. The other 10%shares belong to 10% to general retail and
institutional investors. Over the year’s,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.Thetechnological know-how and managerial expertise of Telenor has been
instrumental in setting up such an international standard 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
• They 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 GrameenPhone
GrameenPhone-Largest Network coverage
Functional Level Strategies:
• Grameenphone’s focus is on efficiency, quality, in
novation,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 multi domestic strategies because it expanded its
telecom business under different countries with
different name. Su chas: o Grameenphone in
Bangladesh, Uninor in India , Telenor in Pakistan,
Norway, Hungary; DiGi in Malaysia, dtacin 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
establishsome plans for grab more rural
customers by producingHandset “Badhon”
Grameenphone C100, GrameenphoneV100 at
cheap price. Also they producing
GrameenphoneModem to establish and introduce
internet everywhere inBangladesh under the
slogan of “Alo Ashbei”, which has the100%
mobility.
• Grameenphone now concentrated on other field
also. Theyare opening Grameenphone IT Ltd. as
well as GrameenphoneCommunication Ltd.
SWOT ANALYSISS
TRENGTHS:
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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 services.
• Better relationship of competitors with
regulatory body.
WEAKNESS AND THREATS
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
recommendation sare mentioned in the following:
• QA department is strongly working but the department
should give more concentration on contractual employees
in making the 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.
THANKS
FEEL FREE TO ASK ?