MD. Amran Hossain BBA- Malayasia, MBM- Sri Lanka

1. Challenges faced
by
Banglalink
Presented by Md. Amran Hossain
Student id : FGS/MBM/2017/021

3. Introduction
Banglalink is one of the leading cellular company in
Bangladesh. Banglalink is new brand name of Shebaworld (019), which
has been providing Global Service of Mobile (GSM) in the country since
1998. Orascom Telecom bought 100% share of Sheba Telecom and gave its
new name as Banglalink aiming to provide quality service in Bangladesh.
since banglalink’s launch in February 2005,.

4. Mission
Banglalink has a specie mission through which to deliver innovative, customer focused
products and to be the benchmark for customer service excellence.
Vision
 “Banglalink understands people’s need best and will create and deliver appropriate
Communication services to improve people’s life and make it easier”
Objectives
Number one T
elecom Company in Bangladesh.
Have the largest coverage.
Have the greatest number of customer.
Researching and resolving customer highlighted issues and problems.
Maintain a management culture of high performance and strong accountability.
Treat customers with courtesy, respect and consideration at all the times.

5. Slogan
“Start Something New”

6. Situation Analysis
Banglalink posse’s good information about the market knows a great deal about the
common attributes of the most valued customer. Banglalink is providing a wide range of
services for its valued customers. The company seeks following benefits that are important
for its customers.
Quality Service
Banglalink is providing quality service to the employers. The customers don’t like the
network problem and slow networking system.
Customer Service
Banglalink has both online and physical customer care service for its customers. The
valued customer can solve the problems over mobile phone dialing 121.
Service at Low Price
The company was committed to provide quality service at a lowest price. As a result
Banglalink is the fastest growing telecom company in Bangladesh. for the customer
.

7. Target Market
Upper class
lower-middle class
T
eenager
Target Customer
Teenager
lower-
middle
class
Upper
class

8. Segmentation
•Banglalink has segmented its market
by using multiple bases.
 Relation
 Income
Occupation
•Banglalink then went for Behavioral
segmentation,
 User status
 User rate
 Loyalty
*Occupation
*User Status
*Income
*User Rate
*Relation
*Loyalty

9. Marketing Strategy and Marketing Mix

10. Product & Price
Package
Banglalink has got different type of customer
oriented
Banglalink
They are:
packages for the customers.
of packages.
mainly two types
Pre-paid Packages
Post-paid Packages
Banglalink
Post-paid
Pre-paid

11. Prepaid packages here
BANGLALINK PLAY
Banglalink play highlights
18 fnf (any operator)
one special fnf @ 0.5 paisa/sec
sms 29p/sms
mms 29p/mms
special data pack 5MB tk. 2/day
3G starter pack

12. BANGLALINK DESH
banglalink desh highlights
3 fnf to any operator
10 second pulse
only 10paisa/ 10 second to
banglalink fnf number

13. BANGLALINK DESH HELLO PACKAGE
banglalink desh hello package highlights
lowest 10 paisa/10 second call rate to
other operators
1 special fnf at only 5 paisa/10 second
10 second pulse

14. BANGLALINK DESH EK RATE
banglalink desh ek rate highlights
simple tariff plan
flat rate to all operator @ tk 1/m
10 second pulse

15. BANGLALINK SME
the salient features of the banglalink
sme package are
flexibility to choose from 2
packages: banglalink sme post-
paid and banglalink sme call &
control
best call rates 24 hours with 1
second pulse
field force locator service
closed user group (cug)
attractive bundle package
best rates in 5 fnf numbers
bonus on recharge.
bonus on incoming

16. Pricing Strategy
Banglalink has to be very careful in
setting the price of the packages.
We know there are two strategies to set
price.
Market skimming
&
penetration pricing
Banglalink follows the penetration
strategy to set the price. Banglalink
offers the lowest price in the market.

17. Market Positioning
The most successful
entrepreneurs learn to transform
their passion into position.
Positioning is a perceptual
location
Close to customer
Accommodation
Commercial area
Magnificent Pleases

18. Promotional Activities

19. Billboard
Billboards are visual media used
for promotion and are found
passing through a major roads.
Billboards are very effective for
attracting general customers.

20. Newspaper
Newspapers are the most
powerful media to reach to the
mass. Banglalink is now
continuing its promotional
activities in the renowned Bengali
& English dailies.

21. TV advertisement
It is the most powerful media to reach to the mass.

22. Event sponsorship
Banglalink is also promoting and trying to position its product in customers mind by
sponsoring some special events.

23. SWOT Analysis

24. Strength
 Low call rate
 Large network coverage
 Large investment
 Low sim rate
 Good number of media partner
 Company image
 Well management capability
 Expert marketing people
 Skilled worker
 Capability to finance

25. Weakness
 Lack of experience
 Short of sales people
 Newly established
 Small number of customer
 No brand reputation
 Bad reputation ‘Sheba”

26. Opportunity
 New products idea
 Large market Availability of raw
materials
 Low price of raw materials
 Good amount of reinvestment
 Good support from mother company
 High technological networking
system
 Large number of customer
 Could develop new product
 Profit margin will be good

27. Threats
 Existing competitor
 Political unrest
 Extortion and rising crimes
 New competitors

28. CORPORATE RESPONSIBILITY
cox’s bazar sea beach cleaning project
donating blankets at orphanages
special arrangements for hajj pilgrims at the
hajj camp
water & date distribution and iftar at
orphanage during Ramadan
ict support for underprivileged children:
computer lab set up

29. Problem faced by Banglalink in Bangladesh
1. Poor network coverage in certain areas of Bangladesh
2. 4G & 3G having issues in the rural areas of Bangladesh
3. Call drop often issue most of the regions in Bangladesh
4. Unavailability service point in Bangladesh
5. Unskilled employees in the customer care point
6. Lack of professionalism in the corporate office.
7. Unprofessionalism methods used in the advertisement

30. Challenges & Analytical Solutions
 Insufficient time available for end user requirement planning
 Inefficiency in inter-departmental handover of works
 Quality Assurance of Products supplied by bidders
 Lack of knowledge of user departments about the Procurement process
 Lack of coordination between Procurement unit and user departments
 The trade off between Compliance and Simplification
 Focus on price reduction during negotiations by sidetracking quality
 No standard format of RFQ
 Top management influence in contract awarding

31. Challenges & Analytical Solutions
Lack of Manpower
Relying completely on one supplier
Unavailability of cabinets
Structural problem of PO signing hierarchy
Pressure of meeting deadlines of user requirements

32. Recommendation
•We recommend this point for
banglalink to develop its product
& service.
 Making new package
 Ensure strong network
 Making low Price
 Build strong customer
relationship
 Satisfaction customer service
 Home delivery service
 Add new features

33. Conclusion
With an aspiring enterprise
mission, objective and operational
oversight, Banglalink can acquire a
domain of influence. At the same
time, it has to maintain some
general operating policies and
procedures like- employee
insurance plan or a corporate wide
communications system.