Market share of banglalink

Market sh be of banglalink1.0 instauration1.1 Origin of the key prohibitedThis cross is the effectment of the class assignment computer programme as lieuulate for the completion of the PGDBA TERM 2 course at College of Technology London.Project for the program was as subscribe by the institutions course teacher Carole Still1.2 accusing of the incubateObjective of this report is to reserve a world(a) idea virtu tout ensembley the makeup, business and operations of Banglalink, a nomadic telecommunication social club and to look landing field almost the market position, Marketing dodging and mea trustworthys to improve the yield and work of Banglalink. 1.3 Company Overview in BriefBanglalink was spirted in 2005 by the Orascom Telecom Holding (OTH) under the registered name Banglalink. Before that it was c whollyed Sheba Telecom Ltd. In February 10, 2005 the fellowship transmitd its name to Banglalink, as a secern of global theorise process. In Bangladesh Ba nglalink is a very fast maturement telecommunication company. The champaign proceedss and services of the company be listed belowGeneral prepaidLadis frontmost prepaidMisti KamalaUpper ClassProfessionalSME and SOHO PackageCorporate post paid package.The company has customer care center in neat of Bangladesh and Chittagong. The corporate Head Office is located at 28, Gulshan, Land opinion Tower, Gulshan Circle-2, Dhaka.Banglalink is a subsidiary of Orascom Telecom Holding (OTH) which is a jumper cable liquid telecommunications company direct in nine emerging markets in the set East, Africa and sec Asia. Established in 1998, the company has acquired nine operating licenses in this region. With nearly 520 million throng and an average vigorous telephony incursion of only 5% f alling under these licenses, Orascom Telecom has positioned itself as a leading telecommunications conglomerate in the emerging markets of this region. The face has managed to manufacture an d ire subscriber base of around 15 million in plainly a short span of six years by the oddment of 2005. 1.4 MethodologyBoth primary and secondary sources of knowledge were used for this report. For the organization part secondary sources were the major source, whereas for the project part primary sources of entropy had used.Primary data were collected through personal interviews to target groups, which involve Banglalink employees, distributors and customers. Open cease, close ended, structured questionnaire were used for collecting cultivation at different stages of the report for different groups. For example, interviews with employees for organization part included forthrightended nonstructural questions, but for project part closeended structured questions were the majority. However, most of the questions were direct and nondisguised in nature.Stratified haphazard sampling method was used in the survey. Sample size was 75. info analysis techniques used for the project pa rt included graphical presentations, absolute frequency distributions, percentage ranking, cross tabulations and normal distributions. Data was analyzed by MS Excel.1.5 General terminal pointsResource ConstraintsEfforts have been made to accomplish the project match to the objectives. But as the inquiry police squad consisted of only one member, in that locationfore, it was onerous to c everyplace ambits in detail. Moreover, there was constraint of other(a) resources also.Time LimitationThe type of engage required a detail interview of customers and retailers. conundrum was faced in getting cost of admission to this different group of people. men LimitationsThis type of work requires extensive fieldwork. Due to lack of adequate manpower it was very difficult to work with large sample. Efforts have been made to accomplish the project in accordance with its objectives. But as the search police squad it consisted of only one member, therefore, there were difficulties t o cover more details. 1.6 Report catchThe report is divided into two different parts. First part of the report is the organization part, which will give a general picture of the organization Banglalink as a whole, including the businesses it does. The other part is the project part, is assigned by the organization to fulfill the emergency of the internship as well as the penury of the company. The topic is analysis of Marketing Strategy, Market Share and Future follow out Plan of Banglalink. In this regard, quadruplet packages namely Ladis First, Misti Kamala, Upper Class and SOHO-SME were considered. capture OF BANGLALINK2.1 General InformationThe company aims to make a difference in the lives of the people. Its vision is to understand peoples needfully best and will create and picture appropriate communication services to improve peoples life and make it easier. Their relegation is, therefore, to reduce the total cost of ownership of buying and using a quick band. Moreo ver, to achieve this vision, the company has established approximately values that it tries to educate in its employees. They want their employees, and the company as a result, to be true forward, reliable, innovative and, above all, passionate. As Sheba Telecom, the worst performing engagement actor in the intentness, the company had only 30,000 subscribers. To dispel this image, OTH had re-branded Sheba as Banglalink in an sweat to give it a completely new-made image. Finally, they have successfully achieved their goal. With that assortment of a reputation at its disposition, the Banglalink management has placed one of the highest priorities on improving its meshing. In this respect, they have installed state-of-the-art equipment from Siemens and Huawei and brought in over 1,000 people, including experts, from 15 countries around the world to set up the required infrastructure. The outline took a record of four months (less than half the normal time) to build. In 2005 a lone, Orascom programs to redact $120 million, earmarking close to a nonher $ccc million for emerging investments. 2.2VisionBanglalink understands peoples needs best and will create and deliver appropriate communication services to improve peoples life and make it easier2.3 ValuesThey have the avocation four underlying organizational values.Straight ForwardReliableInnovative fervent2.4.1MarketingThe Marketing team also consists of some(prenominal) teams, which includes PR communions, vessel, Loyalty retentiveness and International Roaming. The teams all report to Omer Rashid, the Marketing Director. The Loyalty Retention team is answerable for the designing of the special attainers launched from time to time in an move either to increase customer base or to increase ARPU. The VAS division is amenable for the constantly adding valuable services to suffer a complete solution to existing customers, for example, for making conference adjureing predict tone/logo downl oads possible. These two teams together are in show of making the customers experience with our network more satisfying. PR Communication is responsible for designing and growing all promotional materials for the marketing of any new produce/package and any other activities. They coordinate and work instantaneously with the advertising agency and other vendors. magical spell other companies have an finished subdivision for promotions and branding, at Banglalink this division, consisting of only a handful of people is responsible for this task. Although Banglalink does not have any International Roaming facility now, this team is on the job(p) on developing the service soon for post-paid subscribers.2.4.2Human ResourcesAside from recruiting and genteelness employees, the HR department is also responsible for disseminating internal communication to all users and in the process of developing compensation packages for its employees, such as medical examination insurance unde r the group plan, life insurance and feedning several activities such as the Vaccination Program for all.Training activities are continuously taking place to develop and hone the skills knowledge of the personnel, such as the English Language MS Project Courses for selected employees and conducting a GSM Orientation session for all employees, especially the gross revenue, Marketing customer Care Departments who have to hand with customers. 2.4.3Customer CareRumana Reza, the only female director in the organization, is the engineer of the Customer Care department. This too is segmented, consisting of the Customer Care division itself, and then there is Care Line, Credit Management Unit and the Support Services Unit. They are responsible for handling customer queries and providing solutions to any conundrums faced by the subscribers. plot of ground the above departments are all located in the headquarters in Gulshan 2, the Customer Care people are divided between the head of fice and the Call Center (Star Tower) between Gulshan-1 and Gulshan-2. 2.4.4T BillingThe IT Billing department, as is evident from the name, is in charge of all the hardware, software and program requirement of the other departments. They also generate the bills for the company subscribers (post-paid).2.4.5AdministrationApart from the Administration division, the department also consists of the Legal division and the Project Management Office. 2.4.6FinanceThe finance department is the largest department at the head office with an entire floor given to their needs. They consist of the Procurement Cash Management divisions among many others. 2.5 Strength, Weakness, Opportunity and Threats (SWOT) Analysis2.5.1 Strengths Huge capital investmentAs mentioned earlier, Orascom Telecom has great plans for Banglalink. wherever OTH has gone, it has become the industry attractor there or is on its counsel there. A possible explanation is that the organization kicks of its companies with a huge capital outlay to help get rid of or solve all the hitches. In 2005 alone, Orascom will invest $180 million, earmarking close to another $300 million for future investments.Expertise As mentioned earlier, OTH had over atomic number 60 people, including 15 experts, working on the infrastructure to get the company started in a record four months. These experts, with several years of experience in the telecom industry, now help in the day-to-day operation of the business.Tight get wind over gross revenue process Many people in the industry do not know the sales process, since its is dealt by their distributors and dealers. However, with the Direct Sales Booth, the people involved know the sales process intimately and are responsible for achieving the sales target and project implementation, thus giving the company a strong control over the process.2.5.2 Weaknesses Network The greatest impuissance of Banglalink and also the most widely criticized service is its network. While the reception is sooner clear when the user is out of doors, once inside, the reception breaks up. The worst part is the company has entered a market where the industry leader has been reigning lordly for years now and people are bound to compare the leading services with Banglalinks performance, even if it is fairly new to the market. People tend to draw a blank that it had taken the leader more than three years since its start to provide its subscribers with a decent connection hence it is with Grameens present performance that Banglalink is compared and sure enough the latter does not fare well.Unorganized structure OTH bought off Sheba (Pvt.) Limited last September and immediately started changing the structure of the loosing concern. They are constantly recruiting people, adding/deleting levels to the organogram. Thus, the environment is constantly chaotic, with many people not intimate who to contact or whom to report to and who is responsible for what. This takes away ti me and energy away from the selling activities.Inadequate human resources While many people drop off their CVs at the office on a first-string basis, finding sufficient flecks of people, with the correct qualifications, has become hard to find. Hence, a handful of people are doing the work of many leading to affirm log of work.Bureaucracy The new management is trying to create a system where each individual is responsible and accountable for his duties. While it is a good idea, it has also created a bottleneck at the administrative pecuniary level, where work gets stuck and stays stuck until all papers are properly signed and taken care of. 2.5.3 Opportunities Re-invent itself As mentioned earlier, the company created a strong thrum when it entered the market. Previously an unknown entity, many people now know of the baseing of Orascom Telecom. They have done their studies and know that OTH stands for success. Thus, the people are ready to visit Banglalink as a total diffe rent entity from its predecessor and are instinctive to give it another chance to re-invent its image in the market not an issue to be taken lightly by the company.2.5.4 Threats Price wars While in the true whizz it had been Banglalink who started this price war with its M2M package, it has created a series of price cuts that many cannot afford. After eight years of high call charges, Grameen has finally decreased its rates. BTTB has also entered this battle with Teletalk Bangladesh Limited. With free TT future and outgoing, this is sure to become popular once it gains access to other hookers net plant.3.0 INTRODUCTION OF PROJECT3.1 Background of the StudyBangladesh has one of the lowest tele-density and the lowest phone penetration rates in the world and even in the South Asia. According to the International Telecommunication Union (ITU) report, the telecommunication revenue as a percentage of the GDP is also low in Bangladesh compared to the other regional countries. Among t he SAARC countries per 100 inhabitants Maldives has the highest tele-density while Bangladesh has the lowest. There are five holler operators in Bangladesh at the moment. Among them one is Government owned telephone operator Bangladesh Telegraph and Telephone Board (BTTB) and the other four are in private owned companies namely Grameen Phone Ltd. Telecom Malaysia International Bangladesh (TMIB) Sheba Telecom Ltd and peaceable Bangladesh Telecom Ltd. (PBTL).Banglalink is a subsidiary of Orascom Telecom Holding (OTH) which is a leading mobile telecommunications company operating in nine emerging markets in the Middle East, Africa and South Asia. Established in 1998, the company has acquired nine operating licenses in this region. With nearly 520 million people and an average mobile telephony penetration of only 5% falling under these licenses, Orascom Telecom has positioned itself as a leading telecommunications conglomerate in the emerging markets of this region. The organization ha s managed to build an amazing subscriber base of around 15 million in just a short span of six years by the end of 2004. The present situation of market share, marketing outline and action at law plan of Banglalink is the basis of this study. 3.2 Problem StatementThe problem statement of the research is, analysis of marketing strategy, market share, future prospect and action plan of banglalink3.3 Scope of the StudyThe research is limited within the some selected product of Banglalink and it is confined in Dhaka city only. There are number of product of existing telecom operators having varied features. This study covered some fast moving products namely Ladies first, Misti Kamala, Upper Class and SOHO-SME packages of Banglalink. 3.4 Limitations of the StudyThe line of business of the research was too scattered to reach conveniently for gathering information within the specified time of the internship. However efforts were made to limit the area of observation through sampling m ethod and experience judgment. Target populations of the research were not enough knowledgeable to understand and explain the required information needed from them. The studies were carried out on four products namely ladies fast, upper class, chromatic sweated and ipack. The researcher scope was not enough to amalgamate the whole strategy including all products.3.5 Exploratory ResearchTo formulate research objectives an extensive handbill to unearth the real situation was under taken in the form of exploratory research. The secondary data analysis and the pilot survey i.e. the interviews with the company people, dealers, retailers and customers were the major types of exploratory research that were followed to reach the research objectives. This research is establish on qualitative method. After formulating the problem statement, a detailed minimize study was conducted. This background survey helped to determine the specific objectives. 3.5.1 Checklist Keeping the problem statem ent in view and the preliminary research being an unstructured one, a number of questions in the form of checklist had been formulated. This checklist had been the main tool for postulation applicable questions to the primary data sources to formulate the operational definition of the problem statement and precisely find out the area of study.Perception of customers nigh different operators of Bangladesh and the selected products of Banglalink were found from the checklist.3.5.2 Exploratory Research FindingsFrom of exploratory research the pursuit points were discoveredBanglalink made a huge splash in the Bangladesh mobile industry on February 12, 2005. Banglalink made the mobile service affordable to the general people at a cost of only Tk 3400, which is the lowest in the market.About 12% of the market share is occcupied by the Banglalink.Presently, Banglalink is selling SIM at a price of Tk. 132 only, which is the lowest in the industry.The Banglalink connections also allow s ubscribers cxxv% credit limit where all other counterparts allow only 100%. It means that a client can talk upto 125% of his adhere in case of postpaid connection.55% of the customers expressed that strength of network is the prime factor for choosing a particualr mobile operators among the existing competitors.About 78% of present customer were satisfied with the service of Banglalink. Higherst stisfaction rate found among the GP subscribers.More than 30% of the total customers willing to switch Banglalink from other mobile operators.About 10% of the customers expressed that there is an assoiation between higher sales and lower call charge of Banglalink.3.3 Research ObjectivesAfter considering all the relevant aspects research objectives are formulated as underBroad ObjectiveBroad objective of the present study is to have an idea about the marketing strategy of mobile telecommunication industry of Bangladesh to survive in the competitive world, especially in the case of Banglalink .Specific ObjectivesSpecific objectives of the study are as followsTo explore the market share and position of Banglalink in the mobile industry of Bangladesh.To explore the business level marketing strategy of Banglalink.To assess the perception of customers toward the product of services of Banglalink.To explore the strength and weakness of Banglalink in comparison of other mobile operators.To explore the growth potentiality of BanglalinkTo explore the future action plan of Banglalink to be the market leader in the telecommunication industry.3.7 Literature ReviewReview of related books in any research is a necessity in the sense that it provides an opportunity for reviewing the stock of knowledge and information to the proposed research. These knowledge and information give a guideline in designing the future research problem and validating the new findings. With this end in view, literature and research works in line with the present study, were searched in the relevant librari es, research institutes, offices and websites (internet). loving packages to the customers. A significant convince has been taken place in the mobile telecommunication sector after launching the Banglalink in the industry. At this moment, all operators are trying to keep their products at the top position. Present study will help to identify the strategic competitiveness and pitfalls of Banglalink and to find out the new horizon to be the market leader in the industry.4.0 RECOMMENDATIONS AND PROPOSALS4.2 RecommendationsIt was found that few operators in the market are trying to meet the growing demand of the city dwellers need for communication. For the high demand of the mobile phone there are many unmeet demand are waiting to acquire. Banglalink has to run to meet those demand of customers by providing the product and services at a affordable and minimal price.People are gradually becoming intercommunicate about the value of information and understand the fact that timely access to the right information slants the balance of market information in their favor. Governments of developing countries in general and Bangladesh in particular, have to address this issue of increase basic telecommunication connectivity to keep its population in the fast drag of economy. Finally researcher has suggested (Proposed) few points to make telecommunication industry goodIt is better to Promote competition and investment by private firms. The company has to check access to advanced services in rural and high-cost areas. It has to ensure access to advanced services for schools and libraries also. Provide and promote education of what telecommunications and information services can do and how to use them. Banglalink has a threat of price war from its competitors. In fact, mobile telecommunication industry has tremendous competition. any operators are coming up with different attractive products and services. So, it has to consider the following point to be a market leader in futureStrengthening the network system.Expand the coverage as soon as possible.Launch less product rather than multiple products at tie. extend value to particular product.Reduce the call charge.Tariff should be user-friendly and comprehensive.Billing system should be improved.Improve the standard of advertisement.Advertisement should be more appealing.Spend money wisely to minimize the cost which leads to maximise the profit.4.3 ConclusionWith respect to the identification of the market position of Banglalink from the above study it can conclude that Banglalink possesses about 12% of the market share in the telecommunication industry. It was found from the study that 37% GP subscribers want to veer because of call charge, 24% GP subscribers want to change for TT connection, 13% GP subscribers want to change for product features. 37% Aktel subscribers reason to change is network coverage, 26% respondents change for call charge, 21% respondents change for product features and re st respondents changes for TT, billing system etc. A large number of CityCell subscribers like 61% subscribers want to change for network coverage, 22% CityCell subscribers change for call charge, rest for other reasons. 71% Banglalink subscribers reason to change is network coverage, 8% Banglalink subscribers change for call chargesBibliographyBooks Malhotra, Naresh K. Marketing Reseach, 5th Edition, prentice-hall of India Private Limited, tonic Delhi, 2000Kotler PhilipChase, Marketing Management, Millennium Edition, Prentice-hall of India Private Limited, New Delhi, 2000Lesikar, Ramond V. Flatley, Marie E. Basic Business Communication Skills for Empowering the Internet Generation, 10th Edition. New York McGraw-Hill Irwin, 2006-2007.Fred R. David. Strategic Management, 10th Edition, Prentice Hall of India (PHI)Internet Resourceswww.banglalink.com