Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
Submitted to:
Mr. Kamrul Hassan Assistant Professor, Department of Business Administration East West University, Dhaka
Submitted by:
Abdul Ahad #2008-2-10-211 Jahid Bin Islam #2008-2-10-083 Department of Business Administration East West University, Dhaka
Table of Contents
Robi(An axiata company)||1 A comprehensive analysis on Robi
1.3 Objective of the Study 1.4 Methodology 1.5 Definitions and Acronyms 1.6 Limitations
Acknowledgement:
We express our heartfelt thanks to Ms. Susanna Ahmed from whom we have received instructions and advice for making a report on this subject. We will pay regards to Mr. Nurul Alam Rokon, Marketing Executive, Mr. A.K.M. Mahiuddin, Senior Marketing Executive(Product Development Unit) of
Telecom Malaysia International Limited (ROBI) for their kindest co-operation. We would like to give special thanks to Mr. Shahadat Hossain, Manager Human Resource Development who also helped us to prepare the report.
Executive Summary
This project contains the working experience of employees of ROBI. Our researchs aim was to identify the major factors that focus on the practices of organizational behavior of ROBI. Robi, an axiata company has major operations in the entire country. With such a huge workforce, Robi aims to increase their market share by not only providing attractive packages for the customers but also implementing methods and policies to ensure these employees are highly motivated and integrated under the umbrella of Robi. From the overall analysis, we have found some weaknesses of ROBI; consequently, we have recommended some suggestions.
CHAPTER 1 Introduction
1.1 ORIGIN
OF THE STUDY:
This term paper is one of the mandatory parts for accomplishing Management 251: Organizational behavior course. Mr. Kamrul Hassan, our honorable course instructor has assigned us this report. Since Robi is a huge private organization, we have focused on overall OB practices of the organization. Our aim was to study these practices extensively and intensely. We worked hard to ensure this term paper is error free. However, human errors are inevitable and it should be considered while going through this term paper.
1.2
Bangladesh is a country where lots of people have the capability to use mobile service to get their work done quickly and easily. As our population is very large, Bangladesh can be a very good market. At present, middle class people are growing very fast and many mobile service companies are playing a great role to serve this large number of people. Robi is the one of the leading providers of telecom service; they always want to serve their best. They devote their time for recruiting, training, socializing as well as motivating their employees. They check employees performance for giving feedback to the employee; that helps employee in long run. They are also playing a very prominent role in providing mobile phone technology in Bangladesh by helping to establish the country's mobile network infrastructure. ROBI has established itself as a leader in the communications, transportation, power generation, power distribution, and Information Technology sector. Therefore, in any particular day you would find ROBI all around you, from morning until night.
1.3 OBJECTIVES
OF THE STUDY:
The sole purpose of this report is to develop a picture on organizational view of Robi, definitely from the perspective of Organizational Behavior. We particularly focused on policies, methods, patterns that have kept the employees of this organization motivated and congruent to their organization. We have focused on the Marketing Department of Robi which is headed by Mr. Nurul Alam Rokon, Marketing Executive and assisted by Mr. A.K.M. Mahiuddin, Senior Marketing Executive(Product Development Unit) of Telecom Malaysia International Limited (ROBI). Our focus will be on one level of officials performance which is Joint Director Level. The objectives of this report are
To have an overview on historical background of Robi. To construct a view of Robi's Mission, Vision, Goal and Strategy. To have a view of organizational structure of Robi. To have an idea about the products, services offered by Robi and the customers of Robi. To find out the Future plan of Robi.
1.5 METHODOLOGY:
The information of this report has been collected from the following sources Primary Secondary
To get primary information the following sources had been contacted 1. Personal interview with experts 2. Questionnaire To get secondary information we went to the Head office of Robi, visited numerous outlets of Robi. We also discussed the policies and methods which are implemented by Robi with the employees and subordinates of that organization. As for the preparation of charts, we first constructed a Frequency Distribution table for each question. From that table, we took the data and put it in Microsoft Excel where we used some commands to construct
Robi(An axiata company)||7 A comprehensive analysis on Robi
Histogram for each question. We used Histogram, because from each bar we can get a clear picture of the employees response to that particular option.
1.7 LIMITATIONS:
The main limitation of this report is the source of information is inadequate. Time constraint was also a major factor. So, getting relevant information on different factors was a bit difficult. In addition, many employees were reluctant to answer the questions since this may divulge their identity and they might face problems. After making them assured that this report is strictly done for academic purpose, they agreed to take part but with a stipulation that they would not give their identity in the form. Our persuasion power and patience were tested time and time by all these constraints.
Chapter 2 Organization
Robi(An axiata company)||9 A comprehensive analysis on Robi
2.1 HISTORY
OF THE ORGANIZATION:
Robi ( Axiata
Limited)
communication solution provider. It is a joint venture company between Axiata Group Berhad, Malaysia and NTT DOCOMO INC, Japan. Axiata (Bangladesh) Limited, formerly known as Telekom Malaysia International (Bangladesh), commenced its operation in 1997 under the brand name Aktel among the pioneer GSM mobile telecommunications service providers in Bangladesh. Later, on 28th March, 2010 the company started its new journey with the brand name Robi.
Robi is truly a people-oriented brand of Bangladesh. Robi, the people's champion, is there for the people of Bangladesh, where they want and the way they want. Having the local tradition at its core, Robi marches ahead with innovation and creativity. To ensure leading-edge technology, Robi has the international expertise of Axiata and NTT DOCOMO INC. It supports 2G voice, CAMEL phase 2 and GPRS/EDGE service with high speed internet connectivity. Its GSM service is based on a robust network architecture and cutting edge technology such as Intelligent Network (IN), which provides peace-of-mind solutions in terms of voice clarity, extensive nationwide network coverage and multiple global partners for international roaming. It has the widest International Roaming
coverage in Bangladesh connecting 550 operators across 205 countries. Its customer centric solution includes value added services (VAS), quality customer care, easy access call centers, digital network security and flexible tariff rates. With its strengths and competencies developed over the years, Robi aims to provide the best quality service experience in terms of coverage and connectivity to its customers all over Bangladesh. Together with its unique ability to develop local insights, Robi creates distinct services with local flavor to remain close to the hearts of its customers. Figure: Share Proportion of ROBI
2.2 MISSION,
Mission:
To provide total customer satisfaction as the company strives to become the most preferred GSM cellular service provider in Bangladesh. They will achieve this through developing people, products, and services of the highest quality and meeting the needs of its employees, shareholders and the nation. Total quality objective Total commitment to the needs of their customers Following the highest ethics standards Continual improvement of all work processes Permanent improvement of all the employees knowledge and skills Securing quality of the service to match the quality of services offered by the worlds most successful companies in the field
Preserving the Companys leading position in the national market of mobile telecommunications
Human Rights: Business has a responsibility to give back to the community To support and respect International Human Rights within the company's sphere of influence. To make sure that their own corporations are not complicit with Human Rights Violation.
Environment
To support a precautionary approach to environmental challenges. To undertake initiative to promote greater environmental responsibility. To encourage the diffusion of environmentally friendly technology.
Abolition of child labour. The right to collective bargaining and recognition of freedom of association. To eliminate the use of forced and compulsory labour.
Anti- Corruption To work against all forms of corruption, including extortion and bribery
Both external factors and internal factors play roles in running the business for ROBI Both external and internal factors are given below:
Human Resources Human resources are the vast resource of people in the external environment from which an organization obtains its employees. Proper human resource management is a reason for ROBI to be a world-class service. ROBI has a number of experienced human resource managers. Their main task is to keep the components of the human resource management fit with each other.
Technological
Meeting customer aspiration through innovative technology is one of ROBIs primary concerns. Innovation in the Internet means its possible for customers to track a package right through its journey to its final destination. Driven by customer demand, ROBI starts new delivery packages as well as documents on behalf of its customers. service over time. Service First. These changes of existing technologies lead ROBI to gradual improvements and refinements in their
Political & Legal The political and legal influences in a country environment can substantially affect all of the managerial functions. The impact of political and legal forces sometimes creates problems for ROBI, specially the political instability.
Cultural Culture is a very complex environmental influence, encompassing knowledge, beliefs, values, laws, morals, customs and other habits and capabilities an individual acquires. Socio-cultural forces, generally, greatly affect ROBIs operation. The existing values, norms or any type of national culture do not affect ROBIs functions; rather sometimes, they create opportunities for ROBI. For example, during national and religious festivals ROBI makes more business as people send more sms & phone call to friends and relatives. Impediments ROBI has to face some government-imposed impediments in almost every country. The impact of political and legal forces sometimes creates problems for ROBI. The competitors are threats for ROBI; sometimes they make their service charge low, to achieve greater market share. In this case, ROBI makes charges low rate or give better services.
Robi(An axiata company)||14 A comprehensive analysis on Robi
2.3ORGANIZATION
Human Resource Division Human resource department is responsible for the recruitment and training of the employees of the company. They also monitor the performance and handle the promotion and salary related matters. Along with the HR department, there is an Administration. The administration is responsible for supplying equipments to all the divisions and departments. They also administer the regulations of the company. Corporate Strategy Department The corporate strategy department determines the long-term strategies and the short-term plans. All the corporate level policies come from them and they are responsible for the implementation as well. Corporate Affairs Department The corporate affairs department is responsible for maintaining a liaison with other major companies. Through this department, TMIB makes business deals with other corporations and assist each other. Coordination Department The coordination department is responsible for the internal and external synchronization. At one hand, they coordinate with outside companies. Along with that, they harmonize among the divisions and departments inside the company. Relationship among different Divisions & Departments
An organization is like complex machinery consisting of different parts. Different functional divisions and departments are the different parts of this organizational machinery. Therefore, to make an organization a success, the divisions and departments must work accordingly. In ROBI, all the divisions and departments are closely tied with one another. Sales unit makes sales forecast, identifies market's potential opportunity and sends it to the technical division for doing the plan for new coverage area. These two divisions jointly plan for increasing the coverage area. If there is any complaint regarding the networks, Customer Relation Management unit informs it to technical division to solve it. Again, Customer Relation Management Unit informs marketing division about the problems and suggestions regarding the products and their selling procedure. Finance division is related with all the divisions for fund allocation and fund management; example: giving salary to all the ROBI employees. Human Resource Department meets the employee need of other divisions by conducting total recruitment process. The Board of Directors TMIB started with six members in its board of directors. Mr. A. M. Zahiruddin Khan was the first Chairman of the board of directors and Hazi Omar Zakir Mustafa was the first Managing Director of TMIB. Mr. A. M. Zahiruddin Khan was the Chairman of TMIB until March 2005. He passed away on March 29, 2005. At TMIB's recently concluded Board Meeting in Kuala Lumpur, Mr. Salauddin Kasem Khan was elected as its new Chairman. Mr. Khan is a founder Director of ROBI and Managing Director of A.K. Khan & Co. Ltd.
2.4 PRODUCT,
PRODUCTS & SERVICES: Robi (formerly known as Aktel) offers an array of different packages. In addition to offering the fundamental pre-paid and post-paid mobile services, it offers a wide range of value added products and services such as, SMS, GPRS, mobile data services, infotainment services, SMS banking, Caller Ring Back Tone, Ring-tones download, Picture Messaging, MMS, Voice Greetings, Call Blocking[6] on 4 August 2008, which give subscriber to control which call he or she receive or not [7] and Bengali SMS
Customers and Markets: Customers are the main factor of an organization. Robi is aware of satisfying their customers. The customers are happy enough at ROBIs service. In spite of high cost, customers prefer ROBI for better service quality reliability. They treat their customers as partners. Moreover, executives at ROBI are given empowerment to serve customers in the best way.
Robi aims to become the market leader in telecommunication sector of Bangladesh. To become the market leader, it wants to ensure its employees are of highest quality and they would provide best service towards its customers. In order to retain the old customers and attract new customers, Robi will always thrive on providing new and attractive packages that would not only be confined within mobile products but also involve services which will help its customers gain benefits in their day to day life. Robi wants to merge with the market leaders of different business sectors, bonding with these companies will ensure that Robi is on the rise and it only does business with the best, is the best and serves for the best.
3.1 OB
We have classified the entire practice of organizational behavior at Robi into several categories which are explained below;
OB PRACTICES
IN
ROBI
To have a view of OB practices in an organization like ROBI, organizational environment of that organization is to be studied/ observed. For completing this job the following aspects should be considered; 1. Organizational Culture 2. Motivational work within the organization 3. Employee Behavior 4. Employee Relation, etc.
Organizational Culture: Robi is an autonomous institution. In this organization job satisfaction level is high. The organizational structure in Robi is a fair one. There is a friendly working environment in the organization. So called Bossing does not exist in this organization. The promotion policy is fair enough because one employee can predict, in normal course of time, when he/she will get his/her promotion. The transfer/posting policy is pretty systematic in the organization.
Motivational Work: The employees of Robi are motivated in many ways. There are award and recognition for the excellent workers. They get appraisal letter from the CEO. All the employees get two festival bonuses and in addition they get incentive bonus @ 2.5 times of their basic salary every year. Employees of this organization get regular leave privilege as like any organization. Moreover, after 3 years period each employee gets recreation leave facility with pay. If an employee wants to study- in Bangladesh or overseas- ROBI provides study leave for him/her. Moreover, this organization provides many other facilities to its employees, especially the female employees. Female employees in this organization gets maternity leave for a period of 4(four) months before/after the birth of their children. So doing job in Robi is something comfortable and charming for female employees. There is a day care center in each office of Robi where the employees can keep their children during working hours.
Employee Behavior: The employee behavior is relative to the organogram of an organization. The organogram of Robi is as following: CEO Deputy Governor Executive Director General Manager General Managers are the departmental head of every department of Robi and office in-chrage of offices other than Head Office. The organogram of officials of a department/office of Robi (for example Department of Marketing) is as following: Chief Marketing Executive(1) Executive(1) Senior Marketing Executives(4) Executives(4) Marketing Managers(12) Employee Relation: Employee relation is very much friendly in Robi. It has been a long time demand for Robi employees to get a separate payscale. This has caused some excellent employees to switch over to private commercial banks. Absenteeism is less in Robi.. Interesting fact is that employees absenteeism in desk during office hour is at almost zero level. The views given here is the outcome of our work/study on job satisfaction of
Robi(An axiata company)||20 A comprehensive analysis on Robi
ROBI. As mentioned previously, out of all the departments of ROBI, we have chosen the marketing department and the result is in fact the similar for the whole organization. We conducted a survey on the job satisfaction of ROBI employees using several questionnaires which are given in the appendix.
Frequency
0 0 6 30 4 40
Figure 1
Explanatory note: As ROBI is one of the leading telecom industries of Bangladesh, it is quite normal that many would want to work in it. The survey also indicates that employees are satisfied to work in an organization like ROBI.
Frequen cy
Relative Frequen cy
Very Good Good Apathetic about peers Bad Very Bad Total
4 8 10 18 0 40
Figure 2
Explanatory Note: A work place without cooperation can be difficult place to work. Although the survey indicates that majority gets cooperation from colleagues, Management should pay heed to the first 30% who says they dont get cooperation.
neutrally: neutrally:
Frequen cy
Relative Frequen cy
0 0 8 20 12
Total
40
Figure 3
Explanatory Note: It is a very good sign that no employee has a negative outlook towards organizations promotion policy and most think the policy is fair.
4.
The salary I receive is competitive to similar job. Frequen cy Relative Frequen cy Cumulati ve Relative Frequen cy 0.00 0.20 0.60 0.90 1.00
0 8 16 12 4 40
Figure 4 Explanatory Note: The survey indicates that most of the employees think that their salary is competitive to other similar jobs.
5. I can approach my boss regarding any problems I face. Frequen cy Relative Frequen cy Cumulati ve Relative Frequen cy 0.00 0.15 0.35 0.80 1.00
0 6 8 18 8 40
Figure 5 Explanatory Note: A good employee-boss relationship is must for any organization. The survey shows that there is a good employee-boss relation as employees can go the boss for problem solving.
6. The image of this company is quite high and I feel proud of it. Frequen cy Relative Frequen cy Cumulati ve Relative Frequen cy 0.00 0.00 0.00 0.00 1.00
0 0 0 0 40 40
0% 0% 0% 0% 100%
Figure 6 Explanatory Note: The response from this question was quite surprising to us also. All the employees of ROBI are quite proud of the image of ROBI. It is very good as helps to motivate an employee.
7. I feel pretty secure in my job and I do not suffer from job insecurity. Frequen cy Relative Frequen cy Cumulati ve Relative Frequen cy 0.00 0.05 0.15 0.75 1.00
0 2 4 24 10 40
Figure 7 Explanatory Note: Almost all of the employees do not feel insecure about their job. This is helpful for the organization as it helps to boost the employee performance and motivation.
8. The long term benefits of the company are very attractive. Frequen cy Relative Frequen cy Cumulati ve Relative Frequen
cy Strongly Disagree Disagree Neutral Agree Strongly Agree Total 0 0 4 28 8 40 0% 0% 10% 70% 20% 0.00 0.00 0.10 0.80 1.00
Figure 8 Explanatory Note: ROBI offers many attractive long term benefits to its employees and most of the employees agree with it.
9. My boss is quite careful about my personal needs. Frequen cy Relative Frequen cy Cumulati ve Relative Frequen cy 0.00 0.10 0.35
0 4 10
0% 10% 25%
18 8 40
45% 20%
0.80 1.00
Figure 9
Explanatory Note: If the boss of an organization is helpful and is aware about the need of his employees, they will be motivated to work harder. Most of the employees of ROBI finds that their superiors are quite helpful to them.
10. The job I do is pretty challenging and I enjoy doing it: challenging
Frequen cy
Relative Frequen cy
0 6 12 18 4 40
Figure 10 Explanatory Note: If the work is not challenging, employees will lose the momentum to work better after some time. ROBI deals with various financial problems and regulations of Bangladesh which are quite challenging. From that perspective, ROBI is quite a good place for challenging jobs.
11.My firm provides many attractive benefits and incentives. 11.My Frequen cy Relative Frequen cy Cumulati ve Relative Frequen cy 0.00 0.20 0.40 0.90 1.00
0 8 8 20 4 40
Figure 11 Explanatory Note: From Maslows motivation theory, we know that an employee will not be motivated if his financial needs are not fulfilled. ROBI
offers many attractive benefits and incentives to its employees to fulfill their needs.
Frequen cy
Relative Frequen cy
0 4 8 20 8 40
Figure 12 Explanatory Note: Employees will be highly motivated if they are allowed to practice their creativity in the work place. Most of the employees of ROBI also think the same way. ROBI allows them to use their creativity and we can see that by seeing many Acts of ROBI which require a good intelligence and creativity.
13.The salary I receive is good enough to support my family. 13.The Frequen cy Relative Frequen cy Cumulati ve Relative Frequen cy 0.05 0.55 0.75 0.90 1.00
2 20 8 6 8 40
Figure 13 Explanatory Note: As mentioned in Maslows Need Hierarchy Theory that individuals will not be motivated until their Psychological and Social Security Needs are fulfilled. The survey shows that most of the employees are not happy with their salary which should be a concern for the management.
Frequen cy
Relative Frequen cy
cy Strongly Disagree Disagree Neutral Agree Strongly Agree Total 0 8 8 20 4 40 0% 20% 20% 50% 10% 0.00 0.20 0.40 0.90 1.00
Figure 14 Explanatory Note: A good work environment work as a good motivator for employees. Most of the employees of ROBI find their work place satisfactory.
15. I wish to work here for a long time and build a career. Frequen cy Relative Frequen cy Cumulati ve Relative Frequen cy 0.00 0.10 0.30 0.80 1.00
0 4 8 20 8
Total
40
Figure 15
Explanatory Note: An organization with fewer turnovers indicates that the employees there want to stay and build their career there. Most of the employees of ROBI want to stay with ROBI and a build a career here.
Employees who are more prone to tardiness, absenteeism should be put on a cluster and should get trained. To ensure the productivity rate is at maximum and to retain it, monetary and motivating policies are needed to be implemented on a timely basis.
Appended Parts
Robi(An axiata company)||36 A comprehensive analysis on Robi
References
Service Marketing Valarie A. Zeithaml Mary Jo Bitner
www.aktel.com The daily Janokantho Dessler 2005 Decenzo and Robbins 2005