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Term Paper on Motivation of employees Of Grameenphone Limited.

PREPARED FOR Dr. Md. Morshed Hasan Khan Assistant Professor & Course Instructor Department of Marketing University of Dhaka

PREPARED BY Millennium Stars Section-B BBA 15th Batch Department of Marketing University of Dhaka Date of Submission: November 2, 2010

Millennium Stars

Name 1 2 3 4 5 Niaz Mehedi Md. Moshiur Rahman Mehedi Hasan Shakil Muhammad Hasan Syed Shahreaz Ahmed

ID 174 170 058 156 076

Introduction Background of Grameenphone Ltd.. Vision & Mission Key Strengths Activities of Grameenphone Working for Grameenphone Grameenphone Motivation View of Motivation Findings Conclusion

Date: November 2, 2010 Dr. Md. Morshed Hasan Khan Assistant Professor & Course Instructor Department of Marketing University of Dhaka Subject: Submission of Term paper. Dear Sir, It is our pleasure to submit the Term paper on Motivation of employees of Grameenphone Limited as a part of partial fulfillment of the requirements for the course Organizational Behavior in this semester. We have enjoyed and learned a lot in preparing this term paper which enriched my practical knowledge of the theoretical concept. we tried to reflect the practical operational aspects of the organization which is complementary to the theoretical lessons. Should you need any further query information to evaluate the term paper, it would be our immense pleasure to furnish you the same on situational method. Sincerely Yours, Millennium Stars Department of Marketing

BBA 15th Batch Section-B University of Dhaka

At first our heartiest thanks to Almighty God allowing us to prepare the assignment and in the same time we would like to express our sincere gratitude and cordial thanks to our reverend teacher Dr. Md. Morshed Hasan Khan Assistant Professor& Course Instructor , for her inspiring teaching, guidelines, moral support, valuable instructions and helpful attitudes during the course of studies. We also express our warm gratitude and cordial thanks to Mr. Dewan Hamid Reza Asst. Manager, Quality Assurance, in providing all valuable informations regarding and related to the assignment study materials of Grameenphone Limited & for his kind prior permission and introducing us to Admin sections where we received generous helps. We are also grateful to all of our classmates and friends who have helped us to prepare this term paper.

The term paper addresses the critical analysis on Motivation of employees of Grameenphone Ltd. and is mandatory assignment for the course Organizational Behavior of BBA (Regular) program; University of Dhaka is very much beneficial to have practical exposure of how things really go in the organization. We are proud to do the term paper with Grameenphone and this experience wills surely help us in our future professional and career life. The absolute guidance and concern of higher management with immense cooperation of the staff of various departments facilitated in making our term paper a wonderful learning experience in all aspects. With few degree of limitations like time, analysis of employees financial benefits, Challenges of employment and accumulation of confidential HRM strategy this term paper describes how Motivation and motivational factors functioning in Grameenphone.

BBA academic program is the building up of the theoretical knowledge about business administration which is the base of practical knowledge. BBA term paper work is an attempt to provide the students an orientation to a real life business situation in which we can observe and evaluate the practical use and applicability of the theoretical concepts which were taught in the classrooms. As per norm this term paper is the requirement of the fulfillment of the course Organizational Behavior. This term paper is the outcome of approaches of Motivation of employees in Grameenphone Ltd.


Broad Objectives of the Study: To find out Motivational Factors in Grameenphone Specific Objectives of the term paper: To furnish practical knowledge with theoretical motivational factors. To identify the effect of motivational theories as studied in classrooms. To fulfill the course requirements.


November 28, 1996 Grameenphone was offered a cellular license in Bangladesh by the Ministry of Posts and Telecommunications March 26, 1997 Grameenphone launched its service on the Independence Day of Bangladesh November 5, 2006 After almost 10 years of operation, Grameenphone has over 10 million sub scribers Grameenphone is now the leading telecommunications service provider in the country with more than 28.7 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.GP was the first company to introduce GSM technology in Bangladesh when it launched its services in March 1997.The technological knowhow 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. Since its inception in March 1997, Grameenphone has built the largest cellular network in the country with over 12,000 base stations in more than 6000 locations. Presently, nearly 98 percent of the country's population is within the coverage area of the Grameenphone network.

Grameenphone vision is "To be the leading national communication provider with a strong international presence." To become the essential communication provider in Bangladesh of high quality voice and innovative data services by offering affordable products and services to all market segments and to become an integral part of their everyday lives. Grameenphone brand values include: Simplicity Honesty Innovation Quality Dynamic Friendly

Establish and sustain as a customer centric organization

Provide high quality and innovative communication services, through state of the art infrastructure and a team of professionals Continuously develop, motivate and empower our people Achieve profitable growth for all our stakeholders

The Network
At the corner stone of Grameenphone Ltd.s operational agenda is ensuring that comprehensive network coverage is provided to all subscribers across all locations. In this context, Grameenphone Ltd.has decided to opt for GSM (Global System for Mobile Communication) technology for its network in Bangladesh, as it is the global standard for digital cellular telephone service. GSM networks support enhanced data applications and more than 1 billion customers in 172 countries,Gsm brings the most advanced development in cellular technology at a responsible cost by spurring severe competition among manufactures and driving down the cost of equipment. Thus, consumers get the best for the least. Grameenphone GSM network is set to cover 64 districts of Bangladesh to ensure that our service can seamlessly reach out to every corner of the country. We are also in the process of fast expanding our nationwide network to cover all thanas. Grameenphone are partners with some of the leading vendors in the telecom industry who help in providing the best and the latest network solutions for our businesses. These vendors include cellular giants Ericsson, Nortel, Siemens, Cisco and Huawei.

The Service
Grameenphone believes in service that leads to good business development Telephony helps people work together, raising their productivity. This gain in productivity is development, which in turn enables them to afford a telephone service, generating good business. Thus development and business go together.

Research & Development

Grameenphone have made no compromise on investments required for research and development Grameenphone has been set up to provide a premium quality GSM service, which will reach out to most parts of Bangladesh by the end of 2006.

Technological frontier
Grameenphone has pioneered in key technologies which include the following: Custom-made network for Bangladeshs environment Congestion-free connectivity in all coverage areas Roll out plan for complete national populated coverage by 200X Future professional network (GPRS compatible and 3G upgraded with soft switch and media gateway architecture) State of the art IP based contact center and leading data center

Exclusive Customer Care

Mandate for doing businesses by keeping customers at the forefront is reflected in our 'one stop' concept for all your telecom requirements. We have the maximum number of Sales and Customer Service Centers countrywide, equipped with cutting edge technologies to ensure that customer needs and demands are catered for in the shortest possible time. Our highly trained and well-groomed team of Customer Service Executives is on hand 24 hours to provide you support in any area- all to make sure that your communication experience with use is facilitated in the smoothest way possible

Best Practices

Grameenphone believe in a process driven setup with comprehensive business processes covering all our activities. All business processes are ETOM compliant as per accredited international standards.

Grameenphone is committed to providing superior level of professional services to all its customers -before, during and after the deployment of our leading solutions. To accommodate our customer's demands, we have deployed a state-of-the-art 2.5G EDGE compliant network. There are also innovative services of various standards that cater to a wide spectrum of users.

Grameenphone believes in working with strategic partners and employees for long term relationships. As a consequence of the above Grameenphone is looking for the following to deliver its vision: Strategic vendors and partners to assist in rolling out these services in a timely and efficient manner with a focus on turnkey solutions and premium propositions; Strong partners to assist in launching these services and creating effective sales & marketing / business development opportunities for all to operationally and financially gain; Consultants and experts to help deliver this vision; Well rounded employees who wish to become part of this adventure.

Activitities of Grameenphone
Numbering Scheme
Grameenphone uses the following numbering scheme for its subscribers +88 017 n1n2n3n4n5n6n7n8 Where the first 880 is the international subscribe Dialing code Bangladesh and is needed only in case if dialing form outside Bangladesh.17 is the prefix for grameenphone as allocated by the government of Bangladesh. Omitting +880 will require using 0 in place of it instead to represent local call, hence 017 is the general prefix. The number N1 to N8 is the subscribe number.

Grameenphone not only participates in events but also organizes such events and activities that highlights its commitment to have good public relations, create brand awareness, taking social responsibilities programs. Instances of such events include Grameenphone sponsoring OIC IT and Telecom expo and conference 2008, taking part in ITCN 2008. These events include sponsoring and organizing Tournaments Conferences Parties Seminars CSR activities

Working for Grameenphone

For the people who are innovative, qualified, talented, creative and a team worker, Gramennphone is the place for you! Offering unlimited opportunities for personal and professional growth, Grarmeenphone hires individuals who are confident and ready to make a difference. With competitive salaries and a team-oriented culture that encourages creativity, empowerment and entrepreneurial spirit, Grameenphone is sure to take your Careers to new heights.

Compensation and Benefits

Grameenphone believe in pay for performance which makes Grameenphone an ideal place for people with a can do attitude.

Employee Development
We focus on vision development exercises, team building activities, in-house and external trainings as well as competence development programs and object setting exercises.


We promote a team-oriented and entrepreneurial culture, which allows employees to grow both personally and professionally, and to contribute to the success of the company throughout their Careers.

We are committed to a diverse and inclusive work environment, which is essential to outstanding business success. The existing employee force of Grameenphone has a blend of talented individuals having worked with well- reputed multinational and local companies.

Motivation is the part of psychological behavior. The word Motivation comes from the Latin word Movere. In English it means To move. The term motivation as popularly used refers to the cause or why of behavior. Used in this sense motivation would cover all of Psychology, since psychology is the study of human behavior. A motivated Organism will engage in an activity more vigorously and more efficiently than an unmotivated one. However the vocabulary of motivation is large. Such terms as motive, purpose, desire, goal, preference, perception, attitude and incentives all have their place. Regardless of the individual word applied at any given moment, a person is likely to have a number of motives, drives, incentives, desires, wishes and purposes operating at the same time. Whether, these types of people act upon the individual simultaneously. Motivation theories are generalizations about the Why and How of purposeful behavior. Motivation is a human psychological characteristic that contributes to a persons degree of commitment. Motivation is a set of forces that cause people to behave in certain process where drives, desires, needs, wishes and similar process are applying into general term may define as motivation. For purpose and direction motivation is considered under the psychological process.

Finally Motivation is not only a process but also it has the accountability of individuals intensity, directions and persistence of effort toward attaining goal.

Concept of Motivation
The beginning of the twenty century motivation was not introduced popularly. If human beings were free for choosing. In seventeenth and eighteenth century the philosophers respectively Restarts, Hobbes, Locke and Hume concepted a more mechanistic view. They suggested that some actions arise from internal or external forces where there is no control. According to Hobbes behave should be such a way where pain is being avoided and achieve pleasure. No matter what reasons we may give for our conduct, there two tendencies are the underlying causes of all behavior.

Training and Human Resource development

GrameenPhone has since 2005 been adopting the Telenor Development Process (TDP). According to the annual report the aim of this process is to Set direction, Manage performance and develop individual, Team and organizational capabilities to deliver business results. GrameenPhone governs the HR process through an annual survey conducted among all employees. In addition, a compulsory appraisal dialogue is held annually between the individual worker and his superior. These measures give GrameenPhone management a broader picture of how employment situation looks in the company. The feedback is used to strengthen the organization. In particular, the appraisal dialogue identifies individual wishes, goals and training needs for further professional development. GrameenPhone offers employee training on several stages, in addition to a general introduction for new employees. At junior management level, GrameenPhone in collaboration with the British Council offers in-house training in basic management skills and workshops. Furthermore management training at junior and middle levels is offered in collaboration with the Indian Institute of Management. Finally for senior management GrameenPhone offers a modulebased program in cooperation with Stockholm School of Economics. This program is custom made for GrameenPhone.Outside of these standardized programs, we also offer 100 scholarships to employees who want to take an Executive Master of Business and

Administration (EMBA) and covers 75% of the tuition fees. This program is part time. The need for training is related to the job of each individual employee and mainly identified through the annual compulsory appraisal dialogue. Being a part of the Telenor Group, GrameenPhone employees also benefit from the hands-on technology/know-how transfer of Telenor experts in different areas on a regular basis.Our employees have the opportunity to participate in group-wide professional workshops and placements in Telenor affiliates to gain additional relevant experience in their respective areas of work.

Code of Conduct
Upon entering the company, all employees must sign a code of conduct. The document presents guidelines for proper conduct and ethical behavior. It is divided into four parts: Firstly, general guidelines describe the rationale behind this document, namely the importance of communicating corporate values and for employees to adopt them. This section includes broad, overarching topics such as human worth, working environment, health, loyalty and confidentiality and reporting/disclosure among others. The second section refers to the relationship with customers, suppliers, competitors and public authorities. The main message here is that all stakeholders should be treated with respect and that unethical interaction, such as receiving expensive gifts and services are unacceptable. The third section looks at the employees private interests and actions in relation to the company.Here political activism and other external duties are encouraged up to the level where it will not interfere with their work at GrameenPhone. The last section emphasizes that all misconduct or indeed suspicions of such activity must be reported immediately. It ensures the employee that no reprisals will be undertaken towards them.In other words: whistle-blowing is allowed and promoted. The most important aspect of this document is its comprehensive approach to conduct. In relation to this point it is important to note that it is mandatory for all GrameenPhone employees to sign a document agreeing to comply with this code.

Controlling the supply chain

GrameenPhone has according to the annual report (GrameenPhone 2007c), implemented various policies and procedures for ensuring strong governance at the company level. This was also highlighted in the interview with the HR director. Even out-sourced staff is offered training, insurance and benefits partly as regular employees. Furthermore, all suppliers are to entitle to respect, and the selection process for choosing suppliers is transparent for all parties involved. However there are still some challenges which need to be overcome both in terms of the supplying firms specifically and individuals employed through the supplier. This relates to implementing stricter rules for health and safety, and making HSE (Health, Safety and Environment) training and awareness a top priority. All in all GrameenPhone works to improve the system of supplier control.

Employee benefits
In addition to a relatively high salary, GrameenPhone employees are offered several benefits. In an annual survey comparing 10 competitors and similar companies in other industries, GrameenPhone identifies the wage distribution and bases its own wage levels on those in the upper quartile. This yields a minimum monthly salary of 28000 BDT (408 USD). As a part of the employee policy, GrameenPhone is also providing monthly education grants to children of all employees until the age of 21. This grant is a fixed monthly sum for each child. Furthermore, these children can also apply for financial support to attend university. In compliance with the local legislation GrameenPhone is building a pension fund for its employees. In addition to the required minimum level, GrameenPhone also invests in provident funds. 10 % of the employees salary is paid on a monthly basis into the fund. Participation in the fund is voluntary. Following five years of employment, the company invests, in addition to the 10% provided by the employee, the same amount into the fund for each individual. All regular employees are also entitled to a gratuity payment paid at the end of his/her service with the company and this is calculated based on the length of service. All employees are entitled and covered by health and medical insurance. This also

applies to family Members. This coverage has also been known to apply to outsource. An example of this is that several drivers hurt in traffic accidents have been sent to Thailand and Singapore for medical

Standards for Health, Safety and Environment (HSE)

GrameenPhone has issued a manual for HSE work within the company. The manual is available inall sections of the company and applies equally to permanent, contract and temporary employees. The HSE policy is based on the corresponding policy in Telenor with certain local adaptations. The Telenor policy is subject to internal control by Telenor ASA which in turn is then scrutinized by external auditors. This ensures that high standards are kept. The manual offers a comprehensive outline of the responsibilities and duties of GrameenPhone and that of the individual employee. An important aspect of this is the medical consultancy and regular check-ups provided for GrameenPhone employees in collaboration with authorized medical centers. The manual offers an overview of the agreements with such centers and the employees are made aware of their location and services. Furthermore, the HSE guidelines apply to all stakeholders implying that external companies, such as suppliers have to follow the regulations as well. The policy includes specific measurement statistics and strict procedures for inspection and reporting. All protective gear is described and prescribed and the closest supervisor is responsible for making sure that each employee follows these procedures. Performance in accordance with the guidelines is supervised continuously. For instance the drivers are subject to strict guidelines for safe driving and as a result continuously monitored by the Fleet Management System, indeed a GPS based surveillance system has been put in place to save costs, reduce environmental impact, protect the drivers and make sure that conduct is in compliance with the HSE requirements. Inspections and follow-ups are conducted at the beginning of every year or whenever the HSE management finds it necessary. Being one of the debt issuers at the establishment of GrameenPhone, the International Finance Corporation (IFC) has set strict demands for HSE policies. When GrameenPhone developed its HSE manual, the IFC placed it prominently on its homepage as a good model to follow. This could also be viewed as another indication that GrameenPhone is a pioneer in the field of HSE management

View on Motivation
Each and every theory has origin. In motivation there are three perspectives. These are The traditional approach. The human relation approach. The human resource approach.

Human relation approach

Its emphasized on the role of social processes in the workplace. For that employees have the need of social needs. For motivating the people this need is so important than money.

Human resource approach

Human resource view assumes that the contribution of illusion and participation are valuable to both individuals and organizations. It assumes that people want to contribute and are able to make genuine contributions. This philosophy indicates the contemporary thinking about employee motivation.

Relationship between Motivation and Satisfaction

Motivation is a general process applying to the entire class of drives, needs, wishes and similar forces. By which element the demand will be fulfilled and after fulfilling this when someone is feeling content that is called satisfaction. The relationship between motivation and satisfaction are given below by a diagram. Job satisfaction must have by a person but they have a low level of motivation for the job. This indicates that low job satisfaction with highly motivated persons look for other position. So that people who find their position rewarding but are being paid considerably less than they deserve will probably search for other jobs.

Based on the topic chosen by ourselves, we have visit Grameenphone Limited to observe the current status of motive and satisfactory level of employees within the organization. The prime functions and activities of the GrameenphoneHR and Admin department is control all the activities which includes the assignment topics. Target Groups : Engineers Executives Sales and Marketing Employees Staffs

Observed Motivation Factors

Salary and Payments Promotions

Supervisions from Higher Authority Rewards Work Environment Co-works Communication Channel.

With some changes at higher level including advisor to CEO, G.M Marketing much has improved this year in Grameenphone market rating. Grameenphone certainly has potential to capture good market and to give tough time to the competitors. In doing this term paper we explicitly tried to understand and investigate the companys present and actual motivating strategies in attaing the goal. We proud fully declared that we have learned and improved our concept and knowledges as thought in classroom and relating to the theories. It is thus hoped that the aims and objectives of this term paper have been met.