Ownership StructureThe shareholders of Grameenphone contribute their unique, in-depthexperience in both telecommunications and development.It is a joint venture enterprise between Telenor (55.8%), the largesttelecommunications service provider in Norway with mobile phone operations in12 other countries, and Grameen Telecom Corporation (34.2% ), a non-profitsister concern of the internationally acclaimed micro-credit pioneer GrameenBank. The other 10% shares belong to general retail and institutional investors .
Business Level Strategies: Using product features or services GP is distinguishingthe firm’s offerings from its competitors. Some productfeatures are Apon, Bondhu, Sohoj, Djuice, Xplore, BusinessSolution, Internet SIM, Public Phone, Village Phone etc.To increase market share by expanding the network, TheCompany was successfully listed in November 2009 – whichwas the largest IPO in the history of the Bangladesh capitalmarket.
Evolution and HistoryNovember 28th 1996GrameenPhone was offered a cellular license in Bangladesh by the Ministryof Posts and Telecommunications, Government of the People‟s Republic ofBangladesh.March 26th1997GrameenPhone launched its service on the Independence Day of Bangladesh.November 5th2006After almost 10 years of operation, GrameenPhone has over 10 millionsubscribers.September 20th2007GrameenPhone announces 15 million subscribers.November 30th 2009After almost 10 years of operation, Grameenphone has over 10 million subscribers
Evolution and History (Cont…)Now…Grameenphone is now the leading telecommunications service providerin the country with more than 27 million subscribers as of October2010.Presently, there are about 60 million telephone users in the country, ofwhich, a little over one million are fixed-phone users and the rest mobile phonesubscribers. Starting its operations on March 26, 1997, the Independence Day ofBangladesh, Grameenphone has come a long way. It is a joint ventureenterprise between Telenor (55.8%), the largest telecommunications serviceprovider in Norway with mobile phone operations in 12 other countries, andGrameen Telecom Corporation (34.2% ), a non-profit sister concern of theinternationally 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 andservices in the local market. GP was the first company to introduce GSMtechnology in Bangladesh when it launched its services in March 1997.Thetechnological know-how and managerial expertise of Telenor has beeninstrumental in setting up such an internationalstandard mobile phoneoperation in Bangladesh. Being one of the pioneers in developing the GSMservice in Europe, Telenor has also helped to transfer this knowledge to thelocal employees over the years.
GP Managerial ValuesMAKE IT EASYEverything GP produce should be easy to understand and use. GP shouldalways 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 INSPIRINGThey 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 oflocal communities wherever GP operate. GP want to help customers withtheir specific needs in a way that suits way of their life best.
Reason for Being with GrameenPhone GrameenPhone-Largest Network coverage
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 firsttime they introduce 24 Hours Helpline and many GPC withthe motto, “We are Here to Help”GP‟s Human Resource & People management procedure is somuch powerful rather than the other telecom companies,which are helping the company to achieve the first place.Under Grameenphone there are more than 5000 Employeesworking all over the country.
Global Level Strategies:Grameenphone (The Company of Telenor Group) is usingmultidomestic strategies because it expanded its telecombusiness under different countries with different name. Suchas: o Grameenphone in Bangladesh, Uninor in India,Telenor in Pakistan, Norway, Hungary; DiGi in Malaysia, dtacin Thailand etc. It‟s also follows transnational strategies, like Telenor Groupprovide different strategies for different countries depend onthe people demands. So Grameenphone segmented ourBangladeshi market depending on “what people actuallyneed”, that‟s why they invented different types of SIM,Packages Plan, Internet Options and Handsets for BD people.
Corporate Level Strategies:Grameenphone is vertically integrated, now they establishsome plans for grab more rural customers by producingHandset “Badhon” Grameenphone C100, GrameenphoneV100 at cheap price. Also they producing GrameenphoneModem to establish and introduce internet everywhere inBangladesh under the slogan of “Alo Ashbei”, which has the100% mobilityGrameenphone now concentrated on other field also. Theyare opening Grameenphone IT Ltd. as well as GrameenphoneCommunication Ltd.
SWOT ANALYSISSTRENGTHS:Largest Geographical CoverageLargest International roaming ServiceStrong Distribution ChannelsPre-Paid service that are so FlexibleLow price handsets with quality and variability for rural peopleLease of Fiber-Optic cable from Bangladesh RailwayMarket Leadership & financial soundnessGood Owner StructureCompetitive PriceDynamic Management Team24 Hours Customer ServicesSkilled Human ResourceAccess to the Widest Rural Distribution network through Grameen BankMore Attractive VAS (Value Added Services)
OPPORTUNITIES: Unmet demandPossibility of further network expansionIncreasing interconnection with BTTBFavorable Regulatory AuthorityPossibility of innovative products and servicesBetter relationship of competitors with regulatorybody.
WEAKNESS:Billing inflexibilityGrowing customer dissatisfactionLack of follow-up from customersDeviation from original business planMarketing plan.THREATS:Introduction of BTTB mobile phonesAggressive marketing by competitorsPossibility of new entrances using GSMTechnology.
RECOMMENDATIONBased on the findings & analysis, some realistic recommendationsare mentioned in the following:QA department is strongly working but the department should givemore concentration on contractual employees in making thempermanent to make faster growth of GP than the present time.Besides existing customers, other customers should be stronglytargeted.Performance appraisal system should be controlled and followed tomeasure the performance of each employee.Should give more concentration on advertising & sponsorship.GP should increase the service quality/after sales service.
CONCLUSIONGrameenphone Company is still a growing company in spite ofall the success it has achieved so far. It holds a kind of amonopoly position in the mobile telecommunications market.Completion is always on the lookout for new ideas andschemes. In order to maintain no: 1 position GP use to followmany strategies like business level strategies, functional levelstrategies, global level strategies & corporate level strategies.