- The document discusses Robi's "Robi Go Rural" project which aims to expand its business in rural areas of Bangladesh where it currently lags competitors like GP and Banglalink. - As part of this project, the author prepared summary sheets for each of Robi's 12 existing regions which provide data on villages, population, current POS locations, network coverage, and projections for future POS locations. - The author also prepared remark boxes to identify gap villages within regions that have no current POS locations and network coverage issues to help Robi focus its rural expansion.

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Chapter - I
Introduction

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1.1 Rationale for Selecting the Report:
"Robi go rural" means Robi is focusing the rural market of our country for expanding the
existing business. Robi has already entered into rural market but its market expansion in the rural
areas is not that much high comparing to the other competitors like GP and Banglalink. So this
year (2014) Robi is extremely determined to broaden its market in rural areas to become the
market leader among the telecom brands of our country. Robi believes that most of the people of
our country live in rural areas and these majority population need decent as well as cost effective
telecommunication system and that's why Robi is launching this project (Robi go rural) and are
trying to implement this as soon as possible. Robi is focusing on expanding SIM pos, SC(scratch
card) pos, EL (easy load) pos in the rural areas of our country among the three categories of
Market like-Developed, Immerging and Underdeveloped market.
As an Intern at Robi Axiata Ltd. I have to work for the launching of this most essential project
for this year. Through working this project I will able to know the real market position of Robi in
rural areas and the 12th's existing Regional markets (Define by Robi) of Robi. In this project I
have to identify the current market situation of these existing elevenths Regional areas of Robi
through preparing individual Summary sheet for these Regions, and all the primary data for
preparing summary sheet will be provided by the respective regional managers of Robi. This
project will certainly help me to understand the Market expansion strategy of a network provider
company to capture the superior position through competing with strong competitors. As I have
the real desire to work for any reputed telecom company of our country, so it will definitely help
me a lot to understand the actual market situation of a telecom brand and how it launches a
project and implement a new project properly in the market.
1.2 Background of Robi Axiata Ltd.:
Robi Axiata Ltd. is a dynamic and leading countrywide GSM communication solutions provider
for Bangladesh and is joint venture Company between Axiata Group Berhad, Malaysia and NTT
DOCOMO INC, Japan. It was formerly known as Telecom Malaysia International (Bangladesh)
which commenced operations in Bangladesh in 1997 with the brand name AKTEL.
Robi is truly a people-oriented brand of Bangladesh. Robi, the people's champion, is there for the
people of Bangladesh, where they want and the way they want. To ensure leading-edge
technology, Robi draws from international expertise of Axiata and NTT DOCOMO INC. It
supports 3G network services, CAMEL Phase II & III and GPRS/EDGE service with high speed
internet connectivity. With a network covering all 64 districts of Bangladesh, coupled with the

3. 3 | P a g e
first intelligent Network (IN) Prepaid Platform in the country, Robi is geared to provide a wide
range of products and services to customers all over Bangladesh.
To ensure leading-edge technology, Robi draws from the international expertise of Axiata and
NTT DOCOMO INC. It supports 2G voice, CAMEL Phase II & III and GPRS/EDGE service
with high speed internet connectivity. Its GSM service is based on a robust network architecture
and cutting edge technology such as Intelligent Network (IN), which provides peace-of-mind
solutions in terms of voice clarity, extensive nationwide network coverage and multiple global
partners for international roaming. It has the widest International Roaming coverage in
Bangladesh connecting 600 operators across more than 200 countries. Its customer centric
solution includes value added services (VAS), quality customer care, easy access call centers,
digital network security and flexible tariff rates.
By leveraging on Axiata's extensive expertise in the international communications
implementation, Robi became the first mobile operator to connect Tetulia and Teknaf, which is
the northern and southern most points of Bangladesh, and first to provide seamless coverage
along the Dhaka-Chittagong highway.
With a network covering all 64 districts of Bangladesh, coupled with the first Intelligent
Network (IN) Prepaid Platform in the country, Robi is geared to provide a wide range of
products and services to customers all over Bangladesh.
Robi also prides itself as a technology driven company. It has invested heavily into upgrading the
systems with state of the art equipment with cutting edge technologies available today in the
telecom sector such as its Short Message Service (SMS) and Voice Message Service (VMS)
systems, and migration of the Pre-Paid network platform to Intelligent Network (IN), which was
successfully implemented for the first time in Bangladesh. A reflection of these processes are the
highly competitive product packages and first ever services that had been offered to all Robi
Customers throughout the year.
It is strongly believed that Robi will be the pioneer service provider to be able to realize the long-
felt needs of the customers from all walks of life by offering innumerable innovative products
and value-for-money services throughout the years to come. In concert with the theme of
undeniable customer appreciation, Robi celebrates the end of a remarkable year.

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1.2.1Product Portfolio:
Robi mainly offers two types of product based on the subscription category for general
Subscribers:
Pre-paid and Post-paid.
Pre-paid package:
Robi Pre-paid is continuously offering new features and plans to provide absolute freedom to the
customer. Robi offers a single Pre-paid package with different tariff plans to meet different types
of needs instant, easy and multiple migration facility from one tariff to another. Tariff plans are
as follows-
*Muhurto tariff
*Sorol tariff
*Nobanno taiff
*Robi goti
*Robi club
*Robi prothom
*Shasroyee tariff
For the entrepreneurs Robi offer a different package called Uddokta & Easy Load Tariff.
Post-paid package: Robi offers few lucrative Post-paid Packages named
*Professional package 1
*Professional package 2
These Tariff and facilities can be easily found from the webpage: www.robi.com.bd.
1.2.2 Chain of Command:
The organization is headed by its Chief Executive designated as the Managing Director entrusted
with overall responsibilities of business direction of the organization and leading dynamically

5. 5 | P a g e
towards the attainment of its Vision, Mission and Goal. In attaining the above mission, the MD is
assisted by 4 general managers Robi Axiata Ltd. has established a strong and formidable sales
channel, which consists of direct dealers and its own sales force. Chief Marketing officer
(CMO), Chief Finance Officer (CFO), Chief Technology Officer(CTO), Chief Corporate
Strategy Officer(CSO) and Chief Human Resource Officer(CHRO) along with CEO make the
CXO bar, who are directly nominated and dominated by Axiata Group Berhad.
Robi Axiata Limited | Org Chart
22 February 2012
CEO
MichaelKuehner
Market
Operations
Pradeep
Shrivastava
Finance
Mahtab Uddin
Ahmed
Technology
A. K. M. Morshed
Corporate
Strategy
Yoshishige
Hasegawa
HumanResources
Matiul Islam
Nowshad
CRL
Mahmudur
Rahman
Administration
Arif M.
Moslehuddin
EPMO
Nishat Husain
EthicsOffice
Md.Shahedul
Alam (Acting)
Market Strategy &
Planning
Monjur-E-Elahi
Product &
Services
Sadat Adnan
Ahmad
CLM
Barna Ahmad
Brand & Market
Comm.
Md.Zabid Ahsan
Sales& Services
Emerging Market
Acting: Pradeep
Shrivastava
Sales& Services
Developed Market
Ishtiaq Ahmed
Customer
Experience
Promod R.
Karmaker
BusinessIT
Faizur Rashid
Financial
Services/ M-
Money
Acting:Barna
Ahmad
HR Business
Partner
Business
Control
Corporate
Finance
Dewan Nazmul
Hasan
FinancialAct.&
Mgt.Reporting
Katsuhiro Iida
Financial
Compliance,
Insurance &
Process
Improvement
Ajoy Das
SCM
Md.Saiful Alam
Revenue
Assurance &
Fraud Mgt.
F. M. Fazle Karim
Business
Partnering
Ruhul Amin
Transformation
Office
Zafrul Hassan
Media Buying
(NN)
Company
Secretary
Imtiaz Lutful
Baset
HR Business
Partner
Business
Control
Development
Niloy Rahman
Planning
Asif Rahman
Implementation
Sarker Sohel
Ahmed
Central
Operations
Mizanul Ghani
Milon
Regional
Operations
Anisur Rahman
Compliance
Rezaul Karim
HR Business
Partner
Business
Control
Business
Development
Armaan Siddiqui
Corporate
Management &
Strategic Planning
Ahammad Jubaer
Ali
Organizational
Development &
Talent
Management
Rizwan Hamid
Quraishi
HROperations
S.M Farhad
Mahbub
Competence
Development
Md.Tauhidul Alam
Employee
Relations&
Compliance
FaisalImtiaz Khan
Corporate
Communications
& Media Relations
Mohiuddin Babar
Company Affairs
Humayun Kabir
CSR&
Sponsorship
Segufta Yesmin
Samad
Regulatory Affairs
Alloisus Mohan
Ramaiah
Legal&
Compliance
Md.Shahedul
Alam
Facility & Estate
Management
Muhammad Taha
Alomgir
Fleet
Management
Akter Emam Khan
Security
Jamil Ahmed
RegionalAdmin
Operation
Raushon Ahmed
Safety
Md.Mostak
Ahmed
EPMO Program 1
Acting:Nishat
Husain
EPMO Program 2
Acting:Nishat
Husain
EPMO Program 3
Acting:Nishat
Husain
InternalAudit
Shafik Azlee Bin
Mashar
Figure 1.2.2: Organization Chart of Robi Axiata Ltd.
Source: http://www.newportal.robi.com.bd/default.aspx

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1.3 Objectives of the Study:
Broad Objective:
The main objective of the study is to know Robi’s present market scenario in different regional
areas of our country and giving exact direction through preparing Summary sheet and remarks
for these regional areas for implementing the project of "Robi go rural”.
Specific Objectives:
The specific objectives of this internship report are:
 To have a clear understanding of the present market condition of Robi.
 To understand the weak market focus for different developed and immerging market.
 To provide precise findings for utilizing new business opportunities and potential POS
(Sim, SC & EL) for sales penetration.
 To provide necessary data for helping to capitalize the immerging market of Robi.
 To provide necessary information for POS wise branding system and find out ways to
penetrate sales in future which include KYC (Know Your Customer) as well.
 To give factual understanding for implementing the market expansion process of Robi.

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Chapter –II
ACTVITIES UNDERTAKEN

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2.1 Work-Related:
I have worked in Robi's Market Operation and Segmentation department as an Intern. Recently
Robi has launched a project name ''Robi Go Rural'' and I have worked as a team member for this
recent project. "Robi Go Rural" means Robi is focusing the rural market of our country for
expanding the existing business. Robi has already entered into rural market but its market
expansion in the rural areas is not that much high comparing to the other competitors like GP and
Banglalink. So this year (2014) Robi is extremely determined to broaden its market in rural areas
to become the market leader among the telecom brands of our country. Robi believes that most
of the people of our country live in rural areas and these majority population need decent as well
as cost effective telecommunication system and that's why Robi is launching this project (Robi
go rural) and are trying to implement this as soon as possible. Robi is focusing on expanding
SIM pos, SC(scratch card) pos, EL (easy load) pos in the rural areas of our country among the
three categories of Market like-Developed, Immerging and Underdeveloped market. Being a
team member of this project I have to do some specific works and these are -
 Preparation of summary sheet for different regions of Robi's existing market.
 Preparation of remarks for different existing regional markets and present condition of these
markets.
 I have done matrix calculation for different regional areas.
 Preparation of summary of Pos-necessity for different regional areas.
 Preparation of existing Pos-data for various regional areas.
2.1.1 Preparation of Summary Sheet for Different Regions of Robi's Existing Market: Robi
has divided its overall market for Bangladesh into 12 Regions. These are Dhaka Metro, Dhaka
Rural, Chittagong Metro, Chittagong Rural, Maymensing, Khulna, Kushtia, Rajshahi, Rangpur,
Sylhet, Borisal and Comilla. According these regions I have prepared Summary sheet for some
regions . A summary sheet is included with exisiting Villages, population, current EL(Easy
load), SC(Scratch card) & SIM Pos data, network present and non-present villages, future RV
pos and future SIM pos of a specific area from a region. To be more specific , the region like
Dhaka Metro are divided into eight individual areas like- Dhanmondi, Gulshan, Lalbagh, Mirpur,
Old Dhaka, Uttara, Ramna, Sabujbagh, so for this specific region I have prepared 8 summary
sheet Now there is a summary sheet here as demo to my task are showing exactly what I did
through it, and this summary sheet belongs to Dhanmondi area of Dhaka Metro region-

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Table 2.1.1 Sample Summary Sheet of Dhanmondi area of Dhaka Metro region--
**This Summary sheet was prepared through excel and its representing Dhanmondi area and its market
scenario of Robi.
2.1.2 Preparation of Remarks For Different Existing Regional Markets and Present
Condition of These Markets: Preparation of remarks means clearly indentify the gap villages of
different Than wise market for specific area. In the remarks box there is a clear indication of
number of gap villages where there are no EL or SIM pos and it also indicate the network
coverage (Good, Moderate & Poor)situation of different Than areas . Through this remark box
it's very easy to find out the specific village area where Robi should concentrate immediately to
Thana/Upazilla Adabor Dhanmondi Kalabagan Mohammadpur
Sher-E-
Bangla
Nagar
TOTAL
Total Village 34 15 11 42 4 106
Population
203,989 147,643 118,660 355,843 65,984 892,119
Addressable Market
179,041 129,586 104,148 312,323 57,914 783,013
Current total RV POS
544 273 398 841 166 2,222
Current total SIM POS
151 70 123 369 60 773
Network presence village
34 15 11 42 4 106
Network not present
villages - - - - - -
Indoor coverage >50%
Current RV presence village
22 10 10 34 3 79
Presence % - RV 65% 67% 91% 81% 75% 76%
Current SIM presence
village 15 6 10 28 3 62
Presence % - SIM 44% 40% 91% 67% 75% 63%
Future total RV POS
568 273 400 849 168 2,258
Future total SIM POS
177 85 125 391 62 840
RV POS increase
24 - 2 8 2 36
SIM POS increase
26 15 2 22 2 67
RV Village increase 12 - 1 4 1 18
SIM Village increase 19 9 1 14 1 44

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implement its ''Go Rural'' project for the year 2014. Now , there is a demo remark box , which I
have prepared for Cantonment & Kafrul area of Mirpur --
Table 2.1.2 Sample Remark Box of Cantonment & Kafrul Area of Mirpur --
Cantonment:
1. We have 3 villages here with good or moderate net coverage but only 0 EL POS. So, we can
go for these villages.
2. We have 5 villages here with 0 sim pos and good network coverage.
3. Concentrate on Baridhara DOHS, Navy (Dhaka Cantonment) and Cant. Board Authority in
particular.
Remarks
Kafrul:
1. We have 10 villages here with good or moderate net coverage but only 0 EL POS. So, we can
go for these villages.
2. We have 13 villages here but with 0 sim pos and good network coverage.
3. Concentrate on Sector 13, 14, 15 and ward no. 4 and 16 in particular.
** These two remarks box indicating the concentrated village areas of Cantonment & Kafrul
where there is an exact need of EL or SIM pos and this Remark box is prepared through the help
of area wise summary sheet.

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2.1.3 Matrix Calculation for Different Regional Areas: I have done Matrix calculation for
different regional areas of Robi. Matrix calculation means categorize RV (Easy Load & Scratch
card) Pos and SIM Pos according to three different area characteristics of Rural, Urban & Semi-
Urban and theses areas are define by three categories of Population ( 0-629, 630-1434 & 1435-
above). Through this Matrix it’s easy to understand the exact number of RV and SIM pos in
different regional areas. This Matrix also shows the real picture of Rural, Urban & Semi-Urban
wise situation for various areas. There is sample showing below of Jessore area of Khulna
Region—
Table 2.1.3 Sample Matrix Calculation for Jessore Area--
Jessore
thana name
population
0-629 630-1434 1435 & above
rural
semi-
urban
urban rural semi-urban urban rural
semi-
urban
urban
vill-qty vill-qty vill-qty vill-qty vill-qty vill-qty vill-qty vill-qty vill-qty
Sadar(RV
&SIM)
32--32 16--32 2--4
45--45 28--28 3--6 10--20
Chitalmari
14--14 6--12 1--2
25--25 13--13 4--8
Kachua
25--25 5--10 1--2
30--30 9--9 3--6
Fakirhat
7--7 4--8
13--13 1--1 8--8 1--2
Mollahat
7--7 8--16 2--4
16--16 12--12 5--10
Mongla
4--4 2--4 1--2
13--13 4--4 4--4 7--14
Morrelganj
20--20 1--1 19--38 3--6
32--32 31--31 7--14
Rampal
25--25 8--16 2--4
32--32 14--14 6--12
Sharankhola
5--5 14--28
7--7 16--16 1--2
** This Matrix calculation showing the RV & SIM Pos number for different Thana of Jessore
area of Khulna Region.

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2.1.4 Preparation of Summary of Pos-necessity For Different Regional Areas: Preparation of
Summary of Pos-Necessity means defining Easy Load & SIM Pos according to the Region, area and
Thana of Rural, Urban and Semi-Urban area wise. Its focuses on the specific area wise information
of EL & SIM Pos for different regional areas, so it’s easy to find out real situation of these areas.
There is a sample of Pos-Necessity for Sylhet Region are showing below --
Table 2.1.4 Sample Summary of Pos-necessity of Sylhet Region --
Region Area Thana Name
Rural EL
POS
needed
Semi
Urban
EL POS
needed
Urban
EL Pos
Needed
Rural
SIM
Pos
needed
Semi
Urban
SIM
POS
needed
Urban
SIM
POS
needed
EL
Village
Rural
EL
Village
Semi-
urban
EL
Village
Urban
SIM Village
Rural
Sylhet Sunamganj Bishwambarpur 135 0 0 42 0 0 41 0 0 42
Sylhet Sunamganj Chatak 152 0 100 150 2 22 128 0 12 143
Sylhet Sunamganj
South
Sunamganj 219 2 0 91 6 0 86 1 0 91
Sylhet Sunamganj Derai 159 0 60 68 0 27 51 0 18 68
Sylhet Sunamganj Dharampasha 135 0 100 68 0 26 66 0 23 68
Sylhet Sunamganj Dowarabajar 100 0 24 106 0 21 56 0 8 106
Sylhet Sunamganj Jagannathpur 100 0 123 44 0 33 33 0 27 44
Sylhet Sunamganj Jamalganj 25 0 84 29 0 65 21 0 42 29
Sylhet Sunamganj Sulla 93 2 34 57 1 0 55 1 17 57
Sylhet Sunamganj
Sunamganj
Sadar 94 12 51 87 5 38 69 6 16 77
Sylhet Sunamganj Tahirpur 150 0 40 100 0 15 81 0 12 100
Sylhet Moulavibazar Juri 32 0 0 47 0 0 16 0 0 47
Sylhet Moulavibazar Kamalganj 44 28 0 45 10 0 33 14 0 45
Sylhet Moulavibazar Kulaura 57 0 20 74 0 25 46 0 10 74
Sylhet Moulavibazar
Moulavibazar
Sadar 35 0 0 87 4 46 31 0 0 87
Sylhet Moulavibazar Rajnagar 40 0 0 93 0 0 34 0 0 93
Sylhet Moulavibazar Sreemangal 30 0 4 63 0 18 22 0 2 63
Sylhet Habiganj Ajmiriganj 0 0 0 12 3 0 0 0 0 12
Sylhet Habiganj Bahubal 2 0 0 20 4 0 2 0 0 20
Sylhet Habiganj Baniachang 5 0 0 58 8 0 4 0 0 58
Sylhet Habiganj Chunarughat 8 0 0 54 9 0 4 0 0 54
Sylhet Habiganj Habiganj Sadar 1 66 0 47 26 0 1 33 0 47
Sylhet Habiganj Lakhai 0 0 0 8 2 0 0 0 0 8
Sylhet Habiganj Madhabpur 6 0 0 50 10 0 5 0 0 50
Sylhet Habiganj Nabiganj 8 2 0 62 4 0 4 1 0 62
Sylhet Sylhet Metro Balaganj 238 58 0 133 34 0 119 29 0 133
Sylhet Sylhet Metro Bishwanath 78 34 0 39 21 0 39 17 0 39

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2.1.5 Preparation of Existing Pos-data For Various Regional Areas: Existing Pos- data
represent the present number EL & SIM pos according to Region and Area wise, so that it’s
much easier to find out different regional areas with the definite number of EL and SIM Pos.
There is a sample of Existing Pos data excel sheet of Rangpur region--
Table 2.1.5 Sample of Existing Pos-data of Rangpur Region --
Region Area
Rural
EL
POS
Semi
Urban
EL
POS
Urban
EL
Pos
Rural
SIM
Pos
Semi
Urban
SIM
POS
Urban
SIM
POS
EL
Village
Rural
EL
Village
Semi-
urban
EL
Village
Urban
SIM
Village
Rural
SIM
Village
Semi-
urban
SIM
Village
Urban
Rangpur Dinajpur 301 477 223 101 48 135 477 73 93 34 9 37
Rangpur Gaibandha 269 208 141 106 90 53 91 17 17 55 16 11
Rangpur Kurigram 792 53 0 665 80 0 460 36 0 608 64 0
Rangpur Lalmonirhat 517 117 158 211 57 60 257 43 44 135 29 25
Rangpur Nilphamary 32 285 279 3 102 73 17 135 137 3 71 49
Rangpur Panchagarh 109 378 190 52 134 62 41 109 36 14 44 19
Rangpur
Rangpur
Outer 841 17 57 447 14 49 548 11 56 337 11 46
Rangpur Rangpur 402 263 9 162 94 6 127 53 1 77 33 1
Rangpur Thakurgaon 103 233 211 74 135 92 33 74 61 21 47 27
** This Existing Pos data representing the total number of EL & SIM Pos for different areas of
Rangpur region.

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Chapter –III
CONSTRAINTS/CHALLENGES AND
PROPOSED COURSE OF ACTION FOR
IMPROVEMENT

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3.1 Identified/Observed in the Organization:
Robi is a well reputed telecom company and I have done my internship in the Corporate Office
of Robi (Head Office) at Gulshan-1, which is an excellent place to work. So, there is nothing
much to say about the workplace atmosphere, employee skill and organizational behavior and
culture that I have learned from this organization. As I am a student of Marketing department, it
was challenging for me to learn different activities of Robi. If there is a workshop of developing
corporate culture for student like that would help us to understand the activities. This is just a
little observation during the internship program where I feel that educational background is
important in job place. To work in the telecom sector it is very challenging. During my
internship period I faced some problem .These are given below:
 Data collection difficulties.
 Frequent change in working pattern.
 Extra pressure in work.
 Time limitation in work and related activities.
3.1.1 Data Collection Difficulties:
As all these data (EL Pos, SC Pos & SIM Pos) takes more time to collect and regional managers
sometimes send data lately which greatly hampered the whole working process of “Robi Go
Rural ‘’project. Furthermore there was an exact time limit for finishing all the tasks given to me.
3.1.2 Frequent Change in Working Pattern:
As I worked as a team member for an important project of “Robi Go Rural”, so I had to follow
every single and critical command of my supervisor. In this project I basically worked through
using excel sheet which was totally a new experience for me. As per the project requirement
there were some frequent changes in my regular working process which practically made my
working process slow and difficult as well. It was really difficult for me to cop up this kind of
situation there, as that was my first working experience in a corporate environment.
3.1.3 Extra Pressure in Work:
Working in a growing & innovative Telecom company like Robi is really challenging because
there were tremendous pressure of work for a new comer like me in this sector. I had to be much
more serious for every tasks provided by my boss. There in Robi I had to work for nine hours in
a day for several weeks as well, so it was really hard to maintain theses extra pressure of work as
I was had no experience at all before my internship in Telecom Company.

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3.1.4 Time Limitation in Work and Related Activities:
The limitation of time for the entire assigned task was great concern for the accuracy of my
work. Because I had to do lot of activities within a limited time frame because Robi needed to
launch the project within the one month (January, 2014) and that’s why everyone tried their best
to make it happened. So it was really challenging for me to manage the time frame for my
assigned task through accuracy.
3.2 Academic Preparation:
During my whole internship period I have faced some problems regarding my academic
preparation. These problems are given below—
Resource Constraint:
In many cases I have faced challenges for collecting internal organizational data for preparing
my report. As there were some limitation of expressing all these information by the employees of
Robi, so it was hard to collect those information.
Internal Communication Gap:
Everyone was super busy in their own work & responsibilities, so it was really hard to find
possible time for asking them other questions related to organization. So that was put me into a
challenging situation to interact with these employees of Robi.
Now I want to discuss about relevance between assigned tasks of Robi with my major Marketing
in beneath.
The internship stage is very significant for any student to learn some practical knowledge of
working career. This internship opened a prospect to learn the role of Marketing in
Telecommunication. It taught me many different approaches of Telecom Company for
expanding the overall market reach as well as sales expansion, which I have learned through my
major course Sales Management, form my University.
I have to say that being marketing major student of AIUB, I have learned so many real time
experiences through this internship which will help me a lot to utilize my University learning in
my practical life to make a better career of it.

17. 17 | P a g e
Mismatch: During my internship period I have seen lots of activities related to market expansion
and sales increase initiatives. But in my University courses I have found all the courses mostly
text oriented and more specified & short. Here In Robi I have learned that market expansion
follow some sequential process like-Previous market review & data collection, data analysis,
properly data submission and implementation. But through University courses, I learned little
about real market expansion and other relevant activities.
3.3 Missing Knowledge:
In our educational period I have seen that we, especially students who have declared Marketing
as Major are not involved in practical work related to business regularly. Marketing is such a
sector involved with real life experiences and events and I truly appreciate the concept of
introducing case studies in every course, as this knowledge really help in corporate working
process where anyone may have to prepare business case . I strongly suggest to the University
authority to make some real initiative to relate all the courses of Marketing through real time
experience and activities.

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Chapter – IV
LESSONS LEARNED FROM THE
INTERNSHIP PROGRAM

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4.1 Lessons Learned Regarding Internship in Robi:
I have completed my internship program in Robi at Gulshan-1, and at first I met with my
supervisor (GM)who later introduced me to all the team member of the department (Market
Operation & Segmentation) where I would perform in 12 weeks of my internship program.
Initially I was assigned to a project name “Robi Go Rural” and I was lucky enough to have this
opportunity to work as a team member for such kind of important project of Robi. It was a
challenging and exciting experience for me works with this project and I have learned some
important knowledge of Market Operation strategy of a reputed Telecom company like Robi. To
be honest, working as team member for “Robi Go Rural” project helped me a lot to understand
the Market expansion strategy of a Telecom company and other related steps for making this
successful. Telecommunication job is service oriented job and making the service available for
all the respected customer is very important as well and that’s why Robi is focusing specially the
Underdeveloped and Immerging Market for expanding its reach.
I have worked in Market Operation & Segmentation Department where Market performance and
review are strictly followed by the authorities(Vice President, General Manger, Manager and
Specialists) and every Area Manager have to report regularly about current market situation of
their individual areas. Through functioning in a project I have learned few necessary works those
are more help full to build my carrier, this is to be discussing below:
*Gained Knowledge About Market Expansion:
As I have worked in the project of “Robi Go Rural” which was launched for broaden the Market
reach of Robi through focusing the three different Market characteristics – Developed,
Underdeveloped and Immerging Market of Robi. Robi is extremely focused about its Immerging
Markets like- Sylhet, Khulna, Kushtia, Maymensingh etc.
*Gained knowledge Regarding Robi’s Present Market Situation:
As I had the opportunity to work for analyzing various data regarding EL Pos, SIM Pos and SC
Pos of different regional areas of Robi to find out the gap areas of Robi where needed to increase
EL, SIM or SC Pos. Through working with these regional areas data, I have found some
necessary information about region wise present market situation of Robi.
*Experienced of One-to-One Session:
One to one session is a session in which a supervisor evaluates employees under him/her on a
weekly basis. In this 12 week of internship I had nine (9), one to one session with my supervisor.
Each session was of half an hour. In those sessions he used to evaluate my week’s work. In few
sessions he corrected my mistakes and also appreciated some of my work of a given week.

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*Learned about ROBIIT:
Before joining Robi I didn’t have that much Idea about ROBIIT. ROBIIT is a fully owned
subsidiary of Robi, all kind of IT related work of Robi is done by ROBIIT. ROBIIT only work
for the internal operation of Robi.
* Gain knowledge About Different Market Operation Tools:
Robi’s Market Operation team use different tools such as statistical analysis (Preparing Summary
Sheet) Launching campaign and Evaluation of performances of field employees of various
regional areas of Robi.
4.2 Implication to Robi Go Rural Project:
As there are many telecoms in Bangladesh, it is a really competitive market to do well in the
telecom sector. Robi is doing well in the telecom sector but from the customer perspective it’s in
the 3rd
position. They have a good management team, controlling board and governing body,
differentiated customer offerings for different customers, operation outside Bangladesh and a
bunch of skilled employees which make the telecom one of the leading Telecom Company in
Bangladesh. I learned how market runs through active participation of a department like Market
Operation & Segmentation and regular activities by all the employees of this specific
Department. At the beginning it was little bit adjust with the organization environment.
Depending on my objectives one by one everything has to clear that what kind of issues I faced
and for this what kind of solution I can provide to the company. There are some suggestions to
my organization. Such as:
 All the employees, Manager, Assistant Manager, and executives can be more helpful.
 Work timing is flexible for the project but it can be more flexible.
 The intern monthly payment can be increased for better performances.
 The employees get different motivation like employee of the month, performer of the
week, best team of the month but no motivation for the interns.
 They provide laptop for all the interns to use internally but it can be externally as well.
 This organization should provide specific SIM card for every intern.
4.3 Opinion Regarding University’s Internship Program:
As I did internship in Robi, there is a possibility that other students will also be interested to do
internship here too. And the more students will be there as interns, the more the relation between
AIUB and Robi will be strong in the upcoming future. If we able to show excellent performances
during our internship period then it will certainly create opportunities for further job opening for
us here in Robi. It’s a great opportunity for me doing BBA from AIUB also in my last semester
it’s great to take internship. For this internship program proudly I can say that this program is
really benefited to me also for my carrier. Because every point of my study life I can say that by

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internship program a student can understand about organizational culture, corporate culture also
he/she can differentiate what they learned from academic preparation and what’s going on in
practical job life. I have learned about their market operation, dealing with customers, taking
small decision about the benefit of the company. So from my point of view it’s really a great
opportunity to prove anyone as a good student of AIUB by preparing a good internship report to
do intern in a good reputed organization like Robi. AIUB's Internship program helped me with
many personal developments through teaching me the following points-
 Accepting corporate culture and act according to the organization.
 Developing Public Relation is very important for future career.
 Ensuring and sensing of balance among educational, professional and personal life.
 Developing the power to read customers' mind to some extent.
 Enjoying the work, because if it was easy every one could do that.
 Inspiration and motivation is important.
 To be punctual and have dedication.
 Attempting to be a team player.
 Maintaining a good relationship with supervisor and clients.
 Striving to apply gained knowledge in practical work place.
There is no implication to University’s internship program from myself. But one thing I want to
add that if our University make further relationship with good and reputed organization of our
country then it will be easier for students to manage a decent internship in a well known
organization. I am truly satisfied with University strategy regarding internship program.
4.4 Others:
Through the internship program, I’ve learnt the proper organizational culture, manner and
procedure. This will be helpful in my job life later for the rest of my life. That also helped me to
see how the telecom company work and how they operate market operation activities according
to specific plan. As a part of my job I visited many other departments and met many people,
which will enhance my confidence and smartness. These connections have helped me to learn
how to talk, behave and negotiate with the customers or other business people. And these
experiences would have never been gained without this internship program. But after this
internship I can say that all my laziness, clumsiness is gone and there is leadership instincts
growing in me. I am appreciative to this internship program of BBA, for this I was able to join an
organization and learnt so many things. Before this program I had no idea what actually
Affiliation Report was. Making this report also helped me to understand how to write a formal
report which I am going to submit to my internship supervisor. I have also learnt about time
management that is how to utilize time and work in an office and make a formal affiliation report
at the same time under huge pressure.

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Chapter -V
Recommendations & Conclusion

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5.1 Recommendations for Future Strategic Actions:
As an internee of Robi I have learned lots of marketing related terms and activities. I am positive
that this twelve week internship program at Robi will absolutely help me to understand my
further carrier in the job market. Telecom Company like Robi is tremendously growing industry
and their main focus should be on expanding the overall market and Robi is doing great for
making strong impact on the market through launching essential project like “Robi Go Rural”.
As Robi has already reached every district of our country, so network is not a concern for the
company rather the matter of concern for the company can be the fulfillment of customer
expectation and creating exact demand among the customers.
There are some recommendations I have found as I made this report. These recommendations
can be helpful for the company as well. These are:
 I highly support Robi’s Market expansion strategy for creating real demand for the
company.
 I boldly appreciate lunching project like- “Robi Go Rural” for overall market expansion.
 Creating more customer demand can be the key to success for Robi.
 Before entering into the market with new product or new feature, Robi needs to do proper
market analysis & market research.
 Before making any advertising Robi should target the customer first for whom the
product will be and the standard should be maintained properly.
 They should make the value added services in such a way that is understandable for the
customer.
 Robi can make its products & services widely available for the customers through
increasing EL (Easy load), SC (Scratch Card) and SIM Pos among different regional
areas.
 Robi can focus on campaigning, organizing events and sponsoring sports events for better
promotion of the company.
 Robi may focus on its CSR (Corporate Social Responsibilities) activities for greater
attention from the mass people.

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5.2Recommendation for the University:
The university can assemble orientation curriculum for new intern student where student can get
various ideas about internship program. Because most of the times students need to search for
decent internship in a reputed company and its not that easy now a day’s, so University should
help every student to manage a good & meaningful internship in a good company. If our
University maintains decent & meaningful relationship with all the reputed companies then it
will be lot more easier for us to manage internship there.
5.3Suggetions for Improvement or Course of Action:
To do internship in a growing telecommunication company of Bangladesh has been a great
experience. It was a great honor for me to work in such a professional company where
everything is so organized and perfect. The corporate culture that I learned from Robi is a thing
to be mentioned especially and adapting to it was a big challenge in such an early stage of my
career. The things learnt from real time work experience for the first time has indeed been an
advantage.
On my three months observation in the company, I achieved lot of practical knowledge. During
the internship period I faced some problems and based on that I state the following suggestions
to the company:
More Customer Oriented Product Offering:
Robi needs to further concentrate on customer oriented product offering to attract more
customers. The company can increase value added service offerings for the customers comparing
to other competitors in the market.
Specific Market Focus:
Robi is focusing on the overall market through the recent project “Robi Go Rural”. I have no
implication about this project but Robi can launch some sub project along with this epic project
for giving special focus to both Immerging and Underdeveloped Market of Robi.
Approval dependency problem solution:
Because of approval delay some campaign can’t be launched at right time. If Robi can make kind
of tools which will automatically send reminder to the entire campaign manager after a certain
period it will get approval automatically.

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5.4 Summary:
To do internship in a growing telecommunication company of Bangladesh has been a great
experience. It was a great honor for me to work in such a professional company where
everything is so organized and perfect. The corporate culture that I learned from Robi is a thing
to be mentioned especially and adapting to it was a big challenge in such an early stage of my
career. The things learnt from real time work experience for the first time has indeed been an
advantage.
To sum up the whole report I can say that I have achieved so many things doing this internship
program that I didn’t know before my internship. Robi is strongly determined to expand its
market reach throughout the country. “Robi Go Rural” is such a project for creating its market
expansion strategy a successful one through focusing eleventh regional areas of Bangladesh
defining by Robi.
"Robi go rural" means Robi is focusing the rural market of our country for expanding the
existing business. Robi has already entered into rural market but its market expansion in the rural
areas is not that much high comparing to the other competitors like GP and Banglalink. So this
year (2014) Robi is extremely determined to broaden its market in rural areas to become the
market leader among the telecom brands of our country. Robi believes that most of the people of
our country live in rural areas and these majority population need decent as well as cost effective
telecommunication system and that's why Robi is launching this project (Robi go rural) and are
trying to implement this as soon as possible. Robi is focusing on expanding SIM pos, SC(scratch
card) pos, EL (easy load) pos in the rural areas of our country among the three categories of
Market like-Developed, Immerging and Underdeveloped market.
Through working this project I have learnt real market position of Robi in rural areas and the
12th's existing Regional markets (Define by Robi) of Robi. In this project I had to identify the
current market situation of these existing elevenths Regional areas of Robi through preparing
individual Summary sheet for these Regions, and all the primary data for preparing summary
sheet will be provided by the respective regional managers of Robi. This project will certainly
help me to understand the Market expansion strategy of a network provider company to capture
the superior position through competing with strong competitors. As I have the real desire to
work for any reputed telecom company of our country, so it will definitely help me a lot to
understand the actual market situation of a telecom brand and how it launches a project and
implement a new project properly in the market.

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EHSHAN AHMED
HHoouussee:: 442233//5555,, RRooaadd:: 0044,, MMoouubbaagghh,, SShhiimmuullttuullii,, GGaazziippuurr SSaaddaarr,,
GGaazziippuurr
CCeellll:: ++8888 0011992277660022115566 EE--mmaaiill:: eehhsshhaannaaiiuubb@@yyaahhoooo..ccoomm
Career Objectives:
Providing opportunity to make a strong contribution by utilizing and expanding upon related education,
skills, experiences and capabilities, and to take up challenging assignments where I can contribute to the
organizational growth.
Education:
Curricular Activities:
 Junior member of JCI- Dhaka Central.
 Senior member of Equilibrium club (AIUB).
 Group member of AIUB-Business Club.
 Member of Business Building Group (Through LinkedIn).
Name of Examination Passing
Year
Board University/ institute Results
Bachelor of Business
Administration (BBA),
Major is Marketing.
2014 AIUB
American International
University-Bangladesh (AIUB)
CGPA-
3.72
(out of
4)
Higher Secondary
Certificate(H.S.C) in
Commerce Group
2009 Dhaka
Board
Gazipur Cantonment Board
College
GPA-
4.70
Secondary School
Certificate(S.S.C) in
Commerce Group
2007 Dhaka
Board
B.O.F High School GPA-
4.75

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Interests:
Praying, Watching Movies, Photogrphy, Traveling, Playing Cricket, Creating new ideas & innovation,
Social services etc.
Language Proficiency
Computer Skill:
Programming Language : Microsoft Word, MS excel, MS PowerPoint
Operating System : Windows 2007/ 8 / 8.1
Application Software : Microsoft Office
Other : Internet Browsing, Website knowledge etc.
Experiences:
“INTERNSHIP (Completed)”
Department- Segmentation & Market Development
Team member for “Robi Go Rural Project”
Robi Axiata Ltd.
References:
Md.DidarulHassanSiddique Md.TanvirRayihan
GM,DistributionDevelopment Specialist,DistributionDevelopment
Segmentation&MarketDevelopment Segmentation&Market Development
Cell:+8801819210628 Cell:+8801833180544
Email:diddarul.siddique@robi.com.bd Email:tanvir.rayihan@robi.com.bd
RobiAxiataLtd. RobiAxiataLtd.
Language Reading Writing Listening Speaking
Bengali Excellence Excellence Excellence Excellence
English Excellence Excellence Excellence Excellence