Group -08

Name

ID

SK. Nasif Hasan

112 0157 030

Abdullah Al Mamun

112 0290 030

Rezaul Karim Raju

112 0448 030

INTRODUCTION

Grameenphone, widely abbreviated as GP, is the leading telecommunications

service provider in Bangladesh.

More than 50 million subscribers (as of October 2014)

OBJECTIVE OF RESEARCH

Our objective of this research is to find out Entrepreneurial

procedure of GrameenPhone as a leading telecommunication
operator in the country. And how they set up in the initial stage
and growing up day by day.

METHODOLOGY
The presentation is descriptive in nature.

Primary and secondary sources of data was collected for the anlysis.

Primary data

Personal observation

Conversation with employees and clients

Secondary data

Study on Annual Reports.

Information from Grameenphone website

Several articles on Telecommunication industry.

BACKGROUND INFORMATION ABOUT THE

COMPANY

Grameenphone is the leading telecommunications operator.

Before Grameenphone, cell phone was for selected urbanized few and a luxury.

Started operations on March 26, 1997.

Started journey with Village Phone program, to empower rural women named
Rural phone.

First introduced the pre-paid service.

Network is 3G/EDGE/GPRS enabled with over 7 million users.

More than 50 million subscribers as of October 14, 2014.

THE VISION

We Empower societies. We provide the power of digital

communication, enabling everyone to improve their lives,

build societies and secure a better future for all.

Internet for all

THE MISSION

Were here to help our customers. We exist to help our

customers get the full benefit of being connected. Our

success is measure by how passionately they promote
us.

STRATEGY

Continuously grow subscriber base.

Focusing on high value customer.

Achieve capital and operational efficiencies to improve profit

margins and cash flow generation.

Increased Brand Awareness and reinforce brand values.

Increased revenue from non voice services.

Continue to expand their comprehensive distribution network.

MARKETING STRATEGY
Segmentation
Targeting
Positioning
Products
Pricing Strategy

Place
Promotion
The advertising tools

SEGMENTATION

GP targets Premium, upper middle class and middle class

people

Motto behind this segments is targeting those who values time

and have the paying capacity.

GP Offers Djuice for students , Business solution for business

people and Smile for those who like to communicate with
friends and family .

TARGETING

Grameenphone influenced his target market by his

advertisement.

For different types of target market Grameenphone launched

different types of product and different types of advertisement.

POSITIONING

Grameenphone has planned their strategy as below while

positioning:

DJuice, Targeted the youth extremely well.

Pre-Paid, because of Low flat tariff and nationwide mobility,

Pre-paid service has no monthly rent required and instant use

due to pre-activation, no hassles of bill payment.

Xplore because of low flat tariff, nationwide mobility,

connectivity to other operators mobiles in different zones.

MARKETING STRATEGIES (PRODUCT)

PRICE
Pre-Paid Packages

POST PAID PACKAGES

3G INTERNET PACKAGES

PLACE
Grameenphones distribution strategy :

PROMOTION
Grameenphone use this promotional tools :

Newspapers

Television

Radio

Magazines

Internet

Billboard

NEWSPAPER
In every day GP give advertisement on :

Prothom Alo

Bangladesh Alo

The New Age

Kaler Kontho

Daily Star

The Independent

The Daily Sun

TELEVISION
In every day GP airs TVC on :

BTV

nTV

rTV

Channel I

BanglaVision

Baishakhi

Ekushey

SA TV

Independent

RADIO
In every day GP airs promotion on :
ABC radio
Radio Amar
Radio Foorti
Radio Today
Radio Shadhin

BILLBOARD ADVERTISEMENT

GP advertise through billboard in all over Bangladesh,

including rural and urban area.

THE SWOT ANALYSIS

Strengths:

1.

Good Owner Structure

2.

Financial Soundness

3.

Market Leader

4.

Brand Name / Grameen Image

5.

Skilled Human Resource

6.

Largest Geographical Coverage

7.

Highest and advanced value added service provider.

Weaknesses:

1.

Poor interconnection with BTCL.

2.

Complicated price structure

3.

Recent unethical practices (VOIP).

Opportunities:

1.

Economic growth of Bangladesh.

2.

Huge need for telecom services

3.

Increased intentional activities in Bangladesh

4.

Declining prices for handsets

5.

Future privatization of the fixed network

Threats:

1.

More rigid government regulations.

2.

Change of government might lead to competitors having more clout

3.

National catastrophes.

4.

Price war.

GAP ANALYSIS

Network connectivity gap:

From customers opinion recently GP has network connectivity problem.

Customers face problem of call drop.

Call charge satisfaction gap:

Call charge satisfaction gap.

Call charge is higher than others.

Income group satisfaction gap:

GP has income group segmentation satisfaction gap.

Some income group are satisfied and some are not.

FINANCE, INVESTMENT AND REVENUES OF GP

Balance Sheet of Grameenphone Ltd.
( Million
BDT)
Sales
Revenues
Operating
Expenses
Operating
Profit
Tax & Interest
Expenses
Net Income

2011

2012

2013

89,060

91,920.4

96,624.2

56,488

58,245.3

63,425.3

32,572

33,675.1

33,198.9

13,681

16,170.3

18,497.3

18,891

17,504.8

14,701.6

GP has a 5.1% annual growth rate of revenue.

Income Statement
( Million
BDT)

2011

2012

2013

Total Asset

109,502

108,905

117,665

Total Equity

50,374

38,883

35,458

Total
Liabilities

59,128

70,022

82,207

Investment

$210 million investments for 3G .

Invested more than BDT 24,600 crore to build network infrastructure

Contributed more than BDT 36,500 crore in direct and indirect taxes.

Listed on DSE & CSE in 2009.

Breakeven point analysis

2013
Revenues

2012

2011

91,920,400,000 BDT 89,060,000,000

BDT 96,624,227,700

COGS

63,425,287,000

58,245,379,000

37,838,854,136

Fixed Cost

28,300,970,000

28,300,970,000

28,300,970,000

Gross Margin

33,198,940,700

33,675,021,000

51,221,145,864

0.343588161

0.366349809

0.575130764

82,368,874,179 Per
Year

77,251,220,802 Per
Year

49,207,887,596 Per
Year

Gross Margin as
Percentage of Sales
Breakeven Point
9E+10
8E+10

sales

7E+10
6E+10
5E+10
4E+10
3E+10

Breakeven Point

2E+10
1E+10
0
1

CURRENT HR SYSTEM& MANAGEMENT POLICIES

HR POLICY

Grameenphone follow highly motivating HR policy.

Offers most efficient training system to make their employee

highly skilled .

Offers 5% of profit sharing to full time employees.

Employee recognition awards are given to employees in

different occasions like CS night, GP night, festivals, best
employee award etc.

Employee Health Benefit.

MANAGEMENT POLICY

GP follows very liberal management policy.

Possibilities for greater efficiency through re-organization and automation ( use of
tools and facilities and making necessary adjustment).

GP Management takes new business initiatives and project that they can achieve

CONCLUSION

Grameenphone is the leading company we have already come to

know it. They are grabbing the maximum market share in the
telecom industry of Bangladesh. The organization is investing a
huge amount in telecom sector.

With the slogan Go Beyond, Grameenphone promises its

customers to bring the best of communication technologies so

that they can Go Beyond

RECOMMENDATIONS

Introduce simple price structure

Improve 3G internet services by reducing technological obstacles.

Reduce voice call rate and data charges.

Improve internal communication between advertising and operations

department to avoid overpromising.

Get more experienced customer manager with proper training to

solve customer problem quickly.

Should take necessary steps to reduce call drop problem.

Increase BTS capacity to minimize subscribers load.

REFERENCES

http://www.grameenphone.com/about/corporate-information

http://en.wikipedia.org/wiki/Grameenphone

http://www.telenor.com/about-us/global-presence/bangladesh/

http://opensignal.com/networks/bangladesh/grameenphone-coverage

https://www.telegeography.com/products/commsupdate/articles/2006/07/06/grameenp

hones-internet-project-reaches-out-to-villages/

https://hbr.org/product/iqbal-quadir-gonofone-and-the-creation-ofgrameenp/an/807099-PDF-ENG?Ntt=iqbal+quadir

http://www.economist.com/node/5571572

http://www.thefinancialexpressbd.com/old/index.php?ref=MjBfMDlfMDlfMTNfMV8xXzE4Mjc3OA==