Executive Summary CHAPTER-1 (INTRODUCTION)
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Executive Summary As we were assigned to prepare a term paper on “Grameen Phone”, we had prepared this report based on the due topic. In this term paper we at first gave an overview of the corporate background and corporate history of Grameen Phone. They have mainly four types of service offerings those are Smile prepaid for the mass customers, Explore postpaid for the high income earners, Djuice for the youth segment, Business solution for the businessmen and executives, Public Phone for the urban low income segment, Village Phone for the Rural lower income segment and so on. Their product designing and market segmentation was appropriate enough to meet the customers needs and wants. Their all products perfectly match with their target customers income level, life style, profession. In case of pricing they follow value based pricing. Their pricing strategy is also appropriate and reasonable for their target markets income level. They also chose the right promotional tools to reach the customers more quickly and efficient way. For example they set bit higher price for the Business solution uses and explore users, as they are the higher income groups. They set bit lower prices for the village phone and public phone, as they are within the lower income segments. They also chose the right promotional tools to reach the customers more quickly and efficient way. Their distributing systems were appropriate enough to reach their products to the target customers more quicker way. They also provide some value added services. Those are sms based alert services , voice based services, infotainment services, innovative services (like Cell Bazaar), message service, Customer care related services and so on. We can also consider GP as a successful follower of the right business trend. As in this globalized world customers are right now becoming more demanding, the GP introduce all of their core services and value added services in such a way that they can fulfill the highest demand of any customer groups. Overly we can consider the GP as successful telecom service provider. CHAPTER-1 (INTRODUCTION) As our course Instructor, Ms. Sarahat Salma Chowdhury, Lecturer, Department of Business Administration, East West University assigned this term paper to us as a part of the curriculum of the course “BUS101” offered us during the BBA program, we are submitting our due appraisal. This project report is prepared on the topic “Grameen Phone”. 1 1.1 Objectives of the report: The basic objective of this report is to write a short but informative history about Grameen Phone and we have discussed about the recent activities and information on the company. 1.2 Specific Goals: The Specific tasks to be accomplished have been outlined below: Provide a short background of Grameen Phone Reason for the creation of the Intellegent Queue Management System Provide a basic understanding of how the system works Highlight customer feedback- Both Positive and Negative Provide ideas about their products and services that Grameenphone offers 1.3 Scope of the report: This term paper is a comprehensive study of Grameen Phone, the top most telecom service provider in Bangladesh. So we had much scope to collect necessary data from the primary and secondary sources, analyze those and to prepare this term paper with our business knowledge that we have gained from the respective business courses. This term paper reveals the overall scenario of Grameen Phone. But yet after, we have tried to give an overview of the company. 1.4 Methodology: Data collection for the term paper has emplyed both primary and secondary sources, which include: Primary Sources: Interviews with employees of Grameen Phone Interviews with customers Term paper guideline document Went through the text, related journals, and also the company’s respective websites. Secondary Sources: GP Annual Report 2009- Final 2 1.5 Limitations: This term paper was made under various stressful situations and thus to make it more easily we had to make some adjustments. Still then there were some limitations. Those limitations are given below: The knowledge was really limited as because we are inexperienced. Time limitations in preparing the term paper. We had the lacking of understanding many terms and conditions of many of the materials and other related stuffs in the primary and secondary information. Lack of Information about the various products and services of the companies. Lack of maturity as we have made this term paper for the first time. CHAPTER-2 (COMPANY BACKGROUND ) 2.1 About Grameen Phone: Grameenphone Ltd., the largest telecommunications service provider in Bangladesh, received its operating license in November 1996 and started its service from March 26, 1997, the Independence Day of Bangladesh. Now, after 12 years of successful operations, Grameenphone is the largest mobile phone service provider in Bangladesh, with more than 23 million subscribers as of December 2009. The Company was successfully listed in November 2009 – which was the largest IPO in the history of the Bangladesh capital market. Grameenphone provides services to rural and urban customers across Bangladesh, where mobile telephony is acknowledged as a significant driver of socio-economic development, both for individuals and the nation. Grameen Phone is actually a telecommunication service provider, right now successfully operating in Bangladesh. Besides the communication they also provide other telecom related and value added services. Grameenphone is now the leading telecommunications service provider in the country with more than 20 million subscribers as of June 2008. Grameen Phone started their journey at the starting of the year 1997. At November 28,1996 Grameen Phone offered a cellular license in Bangladesh by the Ministry of Posts and Telecommunications. They launched its service on the 3 Independence Day of Bangladesh at March 26, 1997. At November 5, 2006 after almost 10 years of operation, Grameenphone has over 10 million subscribers. Presently, there are about 30 million telephone users in the country, of which, a little over one million are fixed-phone users and the rest mobile phone subscribers. 2.2 Share Holders and Corporate Governance: The shareholding structure comprises of mainly two sponsor Shareholders namely Telenor Mobile Communications AS (55.80%) and Grameen Telecom (34.20%). The rest 10.00% shareholding includes General public & other Institutions. SL Name of Shareholders Number of Ordinary Shares Percentag held e 1 Telenor Mobile Communications AS 753,407,724 55.80% 2 Grameen Telecom 461,766,409 34.20% 3 Grameen Bank Borrower’s Investment Trust 11,037,221 0.82% 4 IDLC Finance Ltd. Portfolio A/C 6,598,800 0.49% 5 AB Investment Limited – IDA 6,495,300 0.48% 6 IFIC Bank Limited 3,684,900 0.27% 7 LankaBangla Finance Limited - Portfolio A/C 2,161,800 0.16% 8 United Commercial Bank Ltd. 2,096,700 0.15% 9 Grameen Capital Management Ltd. - 1,693,900 0.12% Investors’ A/C 10 Rupali Bank Ltd. 1,283,800 0.10% 11 Popular Life Insurance Co. Ltd. 1,234,400 0.09% 12 Prime Bank Ltd. – Investors’ A/C 1,158,100 0.09% 13 Trust Bank 1st Mutual Fund 1,064,200 0.08% 14 Union Capital Ltd. – Investors’ A/C 1,059,000 0.08% 15 ICB Unit Fund 975,800 0.07% 16 The City Bank Ltd. 975,600 0.07% 17 The Trust Bank Ltd. 894,300 0.06% 18 Trust Bank Ltd. – NRB A/C 891,800 0.06% 19 Grameen One : Scheme Two 872,800 0.06% 20 People’s Leasing and Financial Services Ltd. 799,700 0.06% Total 1,260,152,254 93.31% Chapter-3 (Human Side Of Business) 3.1 Management: 4 The Management Team is the executive committee of Grameenphone managing the affairs of the Company. The management Team consists of the CEO and other key leaders across the Company. The CEO is the leader of the team. Management Team endeavors to achieve the strategic goals & mission of the Company set by the Board of Directors. The Management Team meets on a weekly basis to monitor the business performance of the Company. 3.2 Management Level: Top Level Managers Middle Level Managers First line managers 3.3 Organizational Structure : Board of Directors Health, Safety, Human Resources Audit Committee Treasury Committee Security and Committee Environment Committee The subordinates, 1st line officers, engineers, technicians etc work under these committees. 3.4 Motivation And Leadership Style: Grameenphone phone is self motivated as a organization and they follow the democratic leadership style. That’s why they are one of the most superior telecom companies in the market. 5 3.5 Training Program: GP does not offer a fixed variety of training programs. They offer training programs in each and every different sectors of the company to train their employees so that they can achieve their goals and targets. Training programs of Grameenphone has gained huge success to accomplish their targeted goals in the recent years. 3.6: Number Of Employees: There is more than 5,500 people currently working in Grameenphone as employees in different sectors like administration, finance, public relations, customer care, marketing, management, Advertising, technical team etc. Chapter-4 (Production and Marketing) 4.1 The Four PS: The four Ps are actually the strategic weapons for the companies to develop and differentiate their products, offer those to customers and satisfy their perceived value by providing superior value to them. From the marketing point of view we termed those as Marketing Mix. If a company wants to target a specific market and to provide a superior value it wouldn’t be possible for them without simultaneously formulating a general marketing strategy for that targeted market or that particular segment. Since customer value is delivered by the marketing strategy, the firm must develop its general marketing strategy as it evaluates potential target markets.