A Case study on Grameen Phone Ltd. and their business level Strategies

1. WELCOME
TO
OUR PRESENTATION

2. A CASE STUDY ON GRAMEENPHONE LTD. &
THEIR BUSINESS LEVEL STRATEGIES

3. Prepared By
1. Mohammad Imam Hossain, EMBA, 11th Intake ID: 10112301005
2. Md. Nazmul Haque , EMBA, 11th Intake ID: 10112301006
3. Kazi Tariqul Haque, EMBA, 11th Intake ID: 10112301007
4. A.Z. Md.Rashedul Basher, EMBA, 11th Intake ID: 10112301010
5. Md. Sazzad Hossain, EMBA, 11th Intake ID: 10112301011

4. Ownership Structure
shareholders of Grameenphone contribute their unique, in-depth experience in
both telecommunications and development.
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 general retail and institutional investors .

5. Business Level Strategies:
Using product features or services GP is distinguishing
the firm’s offerings from its competitors. Some product
features are Apon, Bondhu, Sohoj, Djuice, Xplore, Business
Solution, Internet SIM, Public Phone, Village Phone etc.
To increase market share by expanding the network, The
Company was successfully listed in November 2009 – which
was the largest IPO in the history of the Bangladesh capital
market.

6. Evolution and History
November 28th 1996
GrameenPhone was offered a cellular license in Bangladesh by the Ministry
of Posts and Telecommunications, Government of the People‟s Republic of
Bangladesh.
March 26th1997
GrameenPhone launched its service on the Independence Day of Bangladesh.
November 5th2006
After almost 10 years of operation, GrameenPhone has over 10 million
subscribers.
September 20th2007
GrameenPhone announces 15 million subscribers.
November 30th 2009
After almost 10 years of operation, Grameenphone has over 10 million subscribers

7. Evolution and History (Cont…)
Now…Grameenphone is now the leading telecommunications service provider
in the country with more than 27 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. Over the years,
Grameenphone has always been a pioneer in introducing new products and
services in the local market. GP was the first company to introduce GSM
technology in Bangladesh when it launched its services in March 1997.The
technological know-how and managerial expertise of Telenor has been
instrumental in setting up such an internationalstandard 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.

8. GP Managerial Values
MAKE IT EASY
Everything GP produce should be easy to understand and use. GP should
always remember that GP try to make customers‟ lives easier.
KEEP PROMISES Everything GP do should work perfectly. If it doesn’t,
they’re there to put things right. They‟re about delivery, not over-
promising. They’re about actions, not words.
BE INSPIRING
T hey are creative. GP bring energy and imagination to our work. Everything
GP produce should look fresh and modern.
BE RESPECTFUL
GP acknowledge and respect local cultures. GP want to be a part of local
communities wherever GP operate. GP want to help customers with their
specific needs in a way that suits way of their life best.

9. Reason for Being with GrameenPhone
GrameenPhone-Largest Network coverage

10. Functional Level Strategies:
Grameenphone’s focus is on efficiency, quality,
innovation, and customer responsiveness.
Their main focus on After Sales Service that’s why for the
first time they introduce 24 Hours Helpline and many
GPC with the motto, “We are Here to Help”
GP‟s Human Resource & People management procedure
is so much powerful rather than the other telecom
companies, which are helping the company to achieve
the first place. Under Grameenphone there are more
than 5000 Employees working all over the country.

11. Global Level Strategies:
Grameenphone (The Company of Telenor Group) is using
multidomestic strategies because it expanded its telecom
business under different countries with different name. Such
as: o Grameenphone in Bangladesh, Uninor in India,
Telenor in Pakistan, Norway, Hungary; DiGi in Malaysia, dtac
in Thailand etc.
It‟s also follows transnational strategies, like Telenor Group
provide different strategies for different countries depend on
the people demands. So Grameenphone segmented our
Bangladeshi market depending on “what people actually
need”, that‟s why they invented different types of SIM,
Packages Plan, Internet Options and Handsets for BD people.

12. Corporate Level Strategies:
Grameenphone is vertically integrated, now they establish
some plans for grab more rural customers by producing
Handset “Badhon” Grameenphone C100, Grameenphone
V100 at cheap price. Also they producing Grameenphone
Modem to establish and introduce internet everywhere in
Bangladesh under the slogan of “Alo Ashbei”, which has the
100% mobility
Grameenphone now concentrated on other field also. They
are opening Grameenphone IT Ltd. as well as Grameenphone
Communication Ltd.

13. SWOT ANALYSIS
STRENGTHS:
Largest Geographical Coverage
Largest International roaming Service
Strong Distribution Channels
Pre-Paid service that are so Flexible
Low price handsets with quality and variability for rural people
Lease of Fiber-Optic cable from Bangladesh Railway
Market Leadership & financial soundness
Good Owner Structure
Competitive Price
Dynamic Management Team
24 Hours Customer Services
Skilled Human Resource
Access to the Widest Rural Distribution network through Grameen Bank
More Attractive VAS (Value Added Services)

14. OPPORTUNITIES:
Unmet demand
Possibility of further network expansion
Increasing interconnection with BTTB
Favorable Regulatory Authority
Possibility of innovative products and services
Better relationship of competitors with regulatory
body.

15. WEAKNESS:
Billing inflexibility
Growing customer dissatisfaction
Lack of follow-up from customers
Deviation from original business plan
Marketing plan.
THREATS:
Introduction of BTTB mobile phones
Aggressive marketing by competitors
Possibility of new entrances using GSM
Technology.

16. RECOMMENDATION
Based on the findings & analysis, some realistic recommendations
are mentioned in the following:
QA department is strongly working but the department should give
more concentration on contractual employees in making them
permanent to make faster growth of GP than the present time.
Besides existing customers, other customers should be strongly
targeted.
Performance appraisal system should be controlled and followed to
measure the performance of each employee.
Should give more concentration on advertising & sponsorship.
GP should increase the service quality/after sales service.

17. CONCLUSION
Grameenphone Company is still a growing company in spite of
all the success it has achieved so far. It holds a kind of a
monopoly position in the mobile telecommunications market.
Completion is always on the lookout for new ideas and
schemes. In order to maintain no: 1 position GP use to follow
many strategies like business level strategies, functional level
strategies, global level strategies & corporate level strategies.

18. THANKS
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