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Premier University

Faculty of Business Studies 4th semester Section:H Batch:21th Date:23/5/2012

ON Operation management Topic:Robi Bangladsh Limited

SUBMITTED To Ela Saha Lacturer Premier University

SUBMITTED BY group: Batch:21th,Semester:4th



SL.NO NAME 1 2 MD.Bedarul Islam MD. Ghias Uddin MD. Bahar Uddin MD. Mehedi Hossain

ID 1021114257 1021114258

4 5

MD. Jobayed Hossain

1021114261 1021114262

Mirol Dass


Robi Axiata Ltd.

Robi Axiata Ltd.

Vision To be a leader as a Telecommunication Service Provider in Bangladesh Mission Robi aims to achieve its vision through being number one not only in terms of market share, but also by being an employer of choice with up-to-date knowledge and products geared to address the ever changing needs of our budding nation.

Principle of Robi: Principles statements define how people want to behave with each other in the organization. Emotional: Passionate, Creative, Respectful, Open Functional: Simple, Ethical, Transparent, Ownership No matter what we do in order to realize our purpose, we hold ourselves accountable to the following overarching guiding Principles for our organization. Passionate: We are Passionate-its in all of us. Whether visible or hidden within for whatever reason. Everything we do is about doing the best we can. Creative: Everything we do we should do in a creative innovative manner. We bring energy to our work. imaginative and services to our customers.

Respectful: We are truly respectful to each other, our subordinates, peers, partners and customers. We treat everyone equally and we allow people to express their thoughts opinions in a respectful manner. Open: We have no hidden agendas. We share information freely. We can only be open with our customers, partners, and stakeholders if we are open with ourselves- regardless of hierarchy. Simple: Everything we do and say should be simple and easy to understand. In terms of communications we make sure the massaging is in plain, simple language. Our plains are simple and uncomplicated. Ethical: we are moral, upright, honest, righteous, virtuous, honorable, keeping our promises in all we say and do. We clearly align to our internal and organizational code of ethics and code of honor. We will oppose all forms of corruptions. Transparent: A few key words and phrases sums this up: Honesty, openness, frankness, no lies, no deceit, no games, easily understood. We are transparent with our customers, with each other, with our subordinate and peers Ownership: whilst working individually or correctively, we clearly demonstrate individual and collective ownership. Making mistakes is clearly part of daily business as it is part of daily life- as long as we own up to this clear, no culture of fear.

Strategy formulation refers to the process of choosing the most appropriate course of action for the realization of organizational goals and objectives and thereby achieving the organizational vision. The process of strategy formulation basically involves six main steps. Though these steps do not follow a rigid chronological order, however they are very rational and can be easily followed in this order. Setting Organizations objectives - The key component of any strategy statement is to set the longterm objectives of the organization. It is known that strategy is generally a medium for realization of organizational objectives. Objectives stress the state of being there whereas Strategy stresses upon the process of reaching there. Strategy includes both the fixation of objectives as well the medium to be used to realize those objectives. Thus, strategy is a wider term which believes in the manner of deployment of resources so as to achieve the objectives. While fixing the organizational objectives, it is essential that the factors which influence the selection of objectives must be analyzed before the selection of objectives. Once the objectives and the factors influencing strategic decisions have been determined, it is easy to take strategic decisions. Evaluating the Organizational Environment - The next step is to evaluate the general economic and industrial environment in which the organization operates. This includes a review of the organizations competitive position. It is essential to conduct a qualitative and quantitative review of an organizations existing product line. The purpose of such a review is to make sure that the factors important for competitive success in the market can be discovered so that the management can identify their own strengths and weaknesses as well as their competitors strengths and weaknesses. After identifying its strengths and weaknesses, an organization must keep a track of competitors moves and actions so as to discover probable opportunities of threats to its market or supply sources.

Setting Quantitative Targets - In this step, an organization must practically fix the quantitative target values for some of the organizational objectives. The idea behind this is to compare with long term customers, so as to evaluate the contribution that might be made by various product zones or operating departments. Aiming in context with the divisional plans - In this step, the contributions made by each department or division or product category within the organization is identified and accordingly strategic planning is done for each sub-unit. This requires a careful analysis of macroeconomic trends. Performance Analysis - Performance analysis includes discovering and analyzing the gap between the planned or desired performance. A critical evaluation of the organizations past performance, present condition and the desired future conditions must be done by the organization. This critical evaluation identifies the degree of gap that persists between the actual reality and the long-term aspirations of the organization. An attempt is made by the organization to estimate its probable future condition if the current trends persist. Choice of Strategy - This is the ultimate step in Strategy Formulation. The best course of action is actually chosen after considering organizational goals, organizational strengths, potential and limitations as well as the external opportunities.

Core competencies
Principles: Robi Axiata Limited employees hold themselves accountable to the following guiding Principles for the organization. Emotional: Passionate, Creative, Respectful, Open Functional: Simple, Ethical, Transparent, Ownership No matter what we do in order to realize our purpose, we hold ourselves accountable to the following overarching guiding Principles for our organization: 1. Being respectful towards everyone. 2. Being trustworthy by action. Being passionate and creative in all we do. 3. Keeping things simple in the way we do things. 4. Being ethical and transparent. 5. Demonstrating individual and collective ownership. 6. Practicing an open culture in communication and


PRODUCT ROBI emphasizes on continuous improvement of quality. They reposition slow moving products to different target markets. They are always branding ROBI with all packages with a GSM services. PRICE Necessary changes in tariff structure and changes in charges in terms and conditions. Penetration pricing is done by the company in the face of competition Skimming policy is also adopted where possible.

PLACE ROBI makes an effective use of distribution Makes product and service delivery system more effective and time consuming ROBI provides wider distribution network to make service more accessible

PROMOTION The company publishes brochures with all necessary information and does press advertisements. They will do television commercials in future, and also make billboards.






Public relationship
Proposed Public relationship building strategy tree plantation program. Acid victim fund. IT scholarship. ZATRA Utshab for the rural people. flood victim foundation.

life guard/boat in the ferry. striker hunter (Football) program. puppet show for the rural people. blood donor association. lifeguard in the sea beach. worm cloth to the rootless people at winter. a helping fund for the village school going children. scholarship for the poor students of villages. Donate a strong amount of money at the moment of natural disaster like drought, flood.

Customer Relationship
Proposed Customer relationship building strategy for ROBI: Direct main to post paid subscribers for event programs. Arranging free concert for ROBI subscribers. Special gift offer at the direct sell. Celebrating ROBI Eid fair. Arranging ROBI technology Fair. Bye one SIM take a ticket of Water kingdom or Fantasy Kingdom. Encourage customer to make complain.

Market shares Percentage

Grameen56% Bangla Link17% Robi 15% Citycell5% Others7%

Network positioning:

Price positioning Price positioning Prepaid Price Grameen900tk Bangla Link900Tk Robi 98tk Citycell1600 (with Hand Set) Warid300tk

After all the analyses from the secondary data we have found the stronger base for conducting our next phase of research which is primary data analysis through questionnaire survey. The marketing department of AKTEL assured us to give possible cooperation regarding the next part of the research. Our satisfaction as researchers will come when we will be able to complete the research successfully without any difficulties. We hope that our report will become inspiration for the fellow students who will read and learn from it.