PREMIER UNIVERSITY, CHITTAGONG
ASSIGNMENT ON OPERATION MANAGEMENT ASSIGNMENT TOPIC: BANGLALINK GROUP NAME:- WE ARE ALL SUBMIT TO:ELA SHAHA
Lecturer Faculty of Business Administration Premier University of Chittagong SUBMIT BY:•
Md.Saiful Islam ID: 0920113642 Md. Shadat Hossen ID: 0920113681 Md.Ahmedul Karim ID: 0920113706 Md.Amjad Hossain ID: 0920113667 Md. Yousouf Hero ID: 0920113666 Md.Tawfiqul Islam ID: 0818112722 Kazi Md. Badrudduza ID: 0920113637 Hossain Md Belal ID: 0920113659
Date of Submission: 27 Nov, 2011
What is the mission or vision statement of the company? What do they tell about their organization? So, their mission or vision statement reflected in the way they do business. Follow the four steps of strategy formulation to outline a strategy for a company. Explain the concept of core competencies for a respective company. What competitive priorities do your companies follow? Draw a structure of corporate strategy. What strategic decisions in operation should a company has to make? Evaluate the annual report s of a company’s overall strategy and its specific goals each year. Examine the annual reports of a company to describe the company's overall strategy and its specific goals each year. Recommendations.
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Banglalink is the second largest cellular service provider in Bangladesh. As of February, 2008, Banglalink has a subscriber base of 7.88 million. It is a wholly owned subsidiary of Orascom Telecom. Banglalink had 1.03 million connections until December, 2005. The number of Banglalink users increased by more than 253 per cent and stood at 3.64 million at the end of 2006 and ended 2007 at 7.1 million subscribers base, making it one of the fastest growing operators in the world. Bangladesh has the lowest telephone penetration rates in the world and even in South Asia. According to a report by the International Telecommunication union (ITU), only 1.56 among 100people of Bangladesh own telecom facilities. When Banglalink entered the Bangladesh telecom industry in February 2005, the scenario changed overnight with mobile telephony becoming an extremely useful and affordable communication tool for people across all segments. Within one year of operation, Banglalink became the fastest growing mobile operator of the country with a growth rate of 257 percent. This milestone was achieved with innovative and attractive products and services targeting the different market segments; aggressive improvement of network quality and dedicated customer care; and effective communication that emotionally connected customers with Banglalink. Banglalink entered the market with a promise of making mobile phone affordable for people. This promise was kept and Banglalink was the first operator to introduce a flat rate for all calls for the convenience and ease of customers. Throughout the year, Banglalink continued offering products and services approaching different consumer segments with distinct communication needs. In August, 2006, Banglalink became the first company to provide free incoming calls from BTTB for both postpaid and prepaid connections Banglalink focused heavily on enhancing service and quality during 2006. These enhancements were done in terms of network quality and customer service. Banglalink subscriber base grew by a hefty 253 percent in 2006 while the overall industry rose by almost 135 percent during the period.
Telecommunication links via satellites are bringing about revolutionary changes in the fields of communication. The barriers of spaces and time have totally collapsed. Not very long ago it took days to communicate to someone through a letter but new STD and ISD facilities have made communication an instantaneous process. The world appears to have contracted or been squeezed into anyone in any part in the world.
What Telecommunication Marketing Is
We all know the definition of Marketing is, “It’s a process by which individuals and groups obtain what they need and want by creating and exchanging products and value with others”. So we can say that telecommunication is process which telecom company or operator’s presents their products and services. Telecommunication has a great role in modern economy and society. Without it we can’t thing about the prosperity of the society. Now-a-days in most of countries telecom industry contributes a huge share of national income. Telecommunication makes the whole world as a global village. So people can communicate with each other from anywhere of the world.
Mobile Phone scenario in Bangladesh
Bangladesh has the lowest telephone penetration rates in the world and even in South Asia. According to a report by the International Telecommunication union (ITU), only 1.56 among 100 people of Bangladesh own telecom facilities. The Telecommunication industry in Bangladesh is composed of six players. Bangladesh Telecom Limited was the first entrant in the market back in 1989 when it was Awarded a license to operate cellular . Since then it has been renamed to Pacific Bangladesh Telecom Ltd. and given the Brand name Citycell Digital to its cellular Service. Grameen Phone, Robi, Banglalink, Teletalk and Airtel have entered the Industry with various changes in between. In the past 4 years the market has more than doubled, growing from 1.5 million Subscriber in early 2004 to 5 million at the end of 2006 and up to November 2008 it Crossed the 30 million subscriber base .
Orascom Telecom Bangladesh Ltd Type Founded Headquarters Area served Key people Industry Products Patent Slogan Website Subsidiary 1999 Tiger House, House # SW(H)04, Gulshan Avenue, Gulshan Model Town, Dhaka, Bangladesh. 62 districts and 447 than as Rashid Khan, CEO Telecommunication Telephony Orascom Telecom s.E. Egypt making a difference http://www.Banglalinkgsm.com
When Banglalink entered the Bangladesh telecom industry in February 2005, the scenario changed overnight with mobile telephony becoming an extremely useful and affordable communication tool for people across all segments. Within one year of operation, Banglalink became the fastest growing mobile operator of the country with a growth rate of 257 percent. This milestone was achieved with innovative and attractive products and services targeting the different market segments; aggressive improvement of network quality and dedicated customer care; and effective communication that emotionally connected customers with Banglalink. Banglalink entered the market with a promise of making mobile phone affordable for people. This promise was kept and Banglalink was the first operator to introduce a flat rate for all calls (inside own network and others operators) for the convenience and ease of customers. Thus “desh” was born – the best prepaid package for call any network. The flat rate for desh (one rate all throughout the day for any operator) is taka 1.45/min and there are 3 FnF (friends and family) 4
– to any operator. Banglalink also ladies, first! – The only telecom package that caters to communication needs of women of Bangladesh. Ladies, first! Revolves around the concept of community based communication where woman to talk certain numbers mostly, to maintain a perfect balance between professional and personal priority. Hence ladies, first! Offers 4 FnF and per second pulse after 20 seconds from the first minutes at Banglalink numbers. Targeting the corporate and SME segments, Banglalink launched “Banglalink enterprise” with state of art services including GPRS, corporate SMS broadcast, dedicate customer relationship management, and customized packages. Banglalink enterprise offers customized telecom solutions for different business as per their requirements and the objective of Banglalink enterprise is to assist the clients at every step as their businesses grow. Throughout the year, Banglalink continued offering products and services approaching different consumer segments with distinct communication needs. In August, 2006, Banglalink became the first company to provide free incoming calls from BTTB for both postpaid and prepaid connections Banglalink focused heavily on enhancing service and quality during 2006. These enhancements were done in terms of network quality and customer service. There was aggressive improvement of indoor coverage, and wherever necessary, especially in-building solutions were installed in case of enterprise customers and corporate clients. To provide better customer service, a new expanded state of the art call center has also been established. At the end of the 2006, there has been a six customer care center and 63 franchise centers across the country attending various customers with different queries. Banglalink subscriber base grew by a hefty 253 percent in 2006 while the overall industry rose by almost 135 percent during the period, says a press release commenting on Banglalink phenomenal growth. Rashid Khan, the CEO, said “in less than two years Banglalink has established itself as a reliable, innovative and customer focused mobile operator. It is fully geared and committed to maintaining the same momentum and growth in future”.
MISSION & VISION OF BANGLALINK
The world is changing around us. To continue thrive as a business over the next ten years and beyond we must look ahead understand the trends and forces that will shape our business. in the future and move swiftly to prepare for what’s to come. We must get ready for tomorrow, today’s. That’s what our 2020 vision is all about. It creates long term destination for our business provides us with a roadmap for winning together watt-hour partners.
Our roadmap starts with our mission which is enduring it declares our purpose as a company and serves as the standard ageist which we weight our actions and decisions To refresh the world. To inspire moments of optimism and happiness. To create value and difference.
Our vision serves as the framework for our roadmap and guides every aspect of our business by describing what we need to accomplish in order to continue achieving sustainable quality growth. 1) People: Be a great place to work where people are inspired to the best they can be. 2) Portfolio: Bring to the world a portfolio of quality of network coverage brands that anticipate and satisfy people’s desires and needs. 3) Profit: Minimize long term return to shareowners while being mindful of our overall responsibilities. 4) Productivity: Be a highly effective lean and fast moving organization.
Core competency is what a firm does better than anyone else, its distinctive competence. It can be exceptional service higher quality faster delivery or lower cost. Based on experience knowledge and know how, it represent sustainable competitive advantage. For example: Banglalink offers different types of packages at different season. From the above imperial description banglalink has contributed to the development of Bangladesh in several ways: Building technical infrastructure with increasingly more advanced services. Through the transfer of technology and managerial expertise. Building production and maintenance capacity locally. Through strict code of conduct possibly strengthening the norm against corruption. Individually and through ATOB, working close with regularity authorities against efficiency hindering policies. Wages and payment paid out to close 1000000people considerable income effect.
Competitive priorities followed by Banglalink
The various competitive priorities followed by the banglalink company are competing on cost, quality, flexibility and speed.
Competing on Cost:
Companies that compete on cost relentlessly pursue the elimination of all lost. High-volume production and automation may or may not provide the most cost effective alternative. For example the company offers cheap calling rate for its customers such as 1 sec pulse, 20 fnf’s special offers.... Competing on Most companies approach quality in a defensive or reactive mode, quality is confined to minimizing defect rate or confirming to design specification. o compete on quality , companies must view it as an opportunity to please the customer. For example banglalink company provides International roaming facility for its customers.
Quality: Competing on flexibility
The ability to adjust changes in product mix, production volume or design. For example the banglalink provides 24 hours of network coverage.
Competing on speed
Speed has become a source of competitive advantage. For example banglalion wimax is the fastest modem and it is the best example of competing on speed.
The primary task represents the purpose of a firm-what the firm is in the business of doing. For example: Banglalink is the cellular company which provides service to the customers.
Order qualifier & Order winners:
Order qualifiers: Order qualifiers are the characteristics of a product or service that qualify it to be considered for purchase by customers. For example: When purchasing a sim card, a customer may determine a price range and then choose the sim with the most suitable packages within that price range. Order winners: Is the characteristics of a product or service that wills order in the market placethe final factor in the purchasing decision. For example: Customers like to go with Banglalink Sim because of their network and packages are the most strongest than any other company
Positioning the firm:
A firm positioning strategy defines how it will compete in the marketplace-what unique value it will deliver to customer. For example: Bangllink Remittance is the packages which transfer money from one country to another.
Mission Competitive Priorities Operations Strategy Bringing mobile telephony to the masses Low cost / best networking system / service quality High inventory levels Linked communication between dealers & individuals Short time flow Fast transaction system
Enabling Processes & technology
Satellites / Billboard / Newspaper
STRATEGIC DECISION IN OPERATION
Strategic decision in operations involve products and services ,process on technology, capacity and facilities, human resources, quality, sourcing and operating system.
PRODUCT AND SERVICES
The kind of products and services offered by a company drive operation strategy. Products and services are can be classified as • • • Make-to-order Make-to-stock Assemble-to-order
Make-to-order Producing to customer specifications after an order has been received.
Producing in anticipation of demand. Assemble-to-order Adding option according to customer specification
Process and technology Production processes can be classified into four steps:
1) PROJECT: One-at-time production of a product to customer order. 2) BATCH PRODUCTION: Processing many different job at the same time in group. 3) MASS PRODUCTION: Producing last volume of a standard product for a mass market. 4) CONTINUOUS PRODUCTION: Producing very high volume commodity product.
Capabilities and facilities
Capacity decisions affect product lead times, customer responsiveness, operating costs, and a firm’s ability to compete. Facility location can also be a strategic decision, especially when it concerns global expansion.
Strategic issues in human resources involve determining the skill levels and degree of autonomy required to operate the production system, outlining training requirements and selection criteria, and setting up policies and performance evaluations, compensation and incentives.
A company emphasizing quality provides a level of quality superior to its competitors.
A firm that sells the product assembles the product, makes all the parts and extracts the raw materials is completely vertically integrated.
Operating systems executes strategic decisions on a day-to-day basis so it’s important that they be designed to support how the firm competes in the marketplace.
Product and Services
Bangladesh offers a number of products and value added services to its valued subscribers. These attractive products and services are designed to cater to the needs of the individual subscribers. We can divide all of these products into four categories; these are• Pre-Paid • Post-Paid • Banglalink Enterprise • Banglalink CU
Prepaid is a system where subscribers pay for their phone calls in advance. Prepaid gives subscriber the freedom to use their mobile within their budget. It is an excellent way to speak your language. The products, Banglalink Prepaid has network mobility feature which helps a subscriber to move around where Banglalink has its coverage. Ladies, first!Banglalink ladies, first! Is the only telecom package that caters to communication needs of women of Bangladesh? Ladies, first! Revolves around the concept of community based communication where women need to talk to certain numbers mostly, to maintain a perfect balance between professional and personal priorities. Hence ladies, first! Offers 1 second pulse, 4 FnF and the time band of ‘your time’ has been extended from 7 am-5pm so that customers can talk at even lower rates to desired numbers. 1) ONE second pulseFirst time ever in prepaid connections in Bangladesh: banglalink has introduced 1 second pulse for the first time in the prepaid market through ladies, first! All ladies, first! Customers will enjoy this new benefit. 2) Late night rate until 9am: Only banglalink ladies first offer subscribers late night rate facility even during the peak time. The rate is a 0.99 paisa/min-banglalink to banglalink. 3) Bonus on Incoming:
Banglalink prepaid ladies, first! Customers (m2m and standard) now get bonus talk-time for outgoing calls upon receiving calls. A customer will receive 20% free talk-time in a month based upon the calls received in the previous month. 4) Lifetime Validity: Lifetime validity on prepaid account gives a customer the benefit of receiving incoming calls and staying connected forever. To get lifetime validity, customer has to recharge his/her prepaid account with a minimum amount of taka10/- or above (via scratch card or -top up).A new ladies, first! Connection will cost: * Taka 450 (m2m)-with taka 20 FREE talk time * Taka 499 (standard with TNT incoming FREE)-with taka 20 FREE talk time Desh and bonus prepaid customers can also migrate to desh for free by sending an SMS LF to 210. There is no cost for 1st migrating to desh but bonus customers will not be able to migrate back. • Customers of desh, regular prepaid may migrate to ladies, first! For the first time for FREE. After that any migration to any other prepaid package will cost tk30/• To migrate, SMS “LF” to 210 • Migration to ladies, first! Will take 48 hrs to be effective and customers will get confirmatory message of migration • FnF are only applicable for Banglalink numbers • Customers can set FnF for free in the following way - Go to new message option - Type the desired number that subscribers want to set as FnF - Send it to 3300 • To set the rest of FnF, follow the same procedures • This is a limited time offer • For more information call customer care at 121 and 0191-310900. • Conditions apply • Vat Applicable
Customers of this package will enjoy discount in the following categories of shops for any purchases made: • Beauty parlor & Saloon • Boutique shop • Music Store • Departmental shop/cosmetics shop • Music Store • Fast Food Restaurant • Restaurant • Fashion House • Shopping Mall • Flower & Gift Shop • Hotel • Jeweler Shop • 1 second pulse after 20 second • To recharge account and for balance inquiry: - Call 123 (free of charge) and follow the direction or - To recharge account through SMS press *123* then scratch cards hidden number # and SEND - For balance inquiry trough SMS: type *124# and send (free of charge) • Prices are VAT exclusive and subject to change without prior notice - Please buy all connections from exclusive Banglalink outlet/Banglalink own sales center. - Please bring two copies of passport sized color photograph to purchase the connection
Banglalink “desh” was launched in September 2006. Banglalink desh is the best prepaid package for making class to any network in any time. The flat rate for desh istk 1.96/min in peak (9am-12am) and there are 3 FnF (friends and family)-to any operator. Banglalink desh gives subscribers the lowest SMS rate to any network Tk.0.99/SMS. 30 second pulse is applicable from the first minute and the FNF rate is only 25paisa.* BTCB charges apply for desh standard connections In addition, banglalink desh stands out as the best pre-paid package for making calls to any network for the following reasons: 1) Lowest peak rate to call to any mobile: Banglalink desh offers customers the lowest peak rate to call to any mobile at Tk. 1.45/min 2) Late night rate from 12 am-9am: Only Banglalink desh offers customers late night rate facility during peak hours. Banglalink desh late night rate is applicable from 12 am-9am. The rate is a. 25 paisa/min-Banglalink to Banglalink b. 99 paisa/min-from Banglalink to any other operator 3) Bonus on Incoming: Banglalink prepaid desh customers (m2m and standard) now get bonus talk-time for outgoing calls upon receiving class. A customer will receive 20% free talk-time in a month based upon the calls received in the previous month except banglalink. 4) Lifetime Validity: lifetime validity on prepaid account gives a customer the benefit of receiving incoming calls and staying connected forever. To get lifetime validity, a customer’s has to recharge his/her pre-paid account with a minimum amount of taka 10/-or above (via scratch card or i-top up). 5) EISD facility: Subscribers can call to 55 countries from their desh (even fromM2M) connections at economy rate!
A new desh connection will cost:
* Taka 450 (m2m)-with taka 20 FREE talk time * Taka 499 (standard with TNT incoming FREE)-with taka 20 FREE talk time For existing ladies first/bonus prepaid customers..... Ladies, first and bonus prepaid customers can also migrate to desh for free by sending an SMS DS to 210. There is no cost for 1st migrating to desh but bonus customers will not be able to migrate back.
• The consumer’s perception of product quality is closely related to the price of the item. That is, a product may be expected to be valuable if its price is labeled in a higher price. • Extreme prices are considered as too expensive or too cheap. One of the up-coming products of Banglalink; will be offering mobile-to-mobile cell phone connections at only fifty taka per SIM card. The company has already planned to pay a percentage on those connections, and also aware of making the offer short-termed. • Certain priorities of the consumers. Banglalink has taken initiatives for developing the ideas of consumers to prefer their company over their rivals by repetitive advertisements
The strategy of setting prices in different ways, for giving a general idea of the price to be less; where the price of the product may not actually be so. Banglalink uses pricing charts in half minute pulse in most ads, where the general idea of pulse still remains in minutes. Among many of the prices set by this particular company, odd pricing can be found from text messaging prices to call charges.
Distribution & the Channel of Distribution:
Distribution: Distribution is one of the four elements of marketing mix. An organization or set of organizations involved in the process of making a product or service available for use or consumption by a consumer or business user. Channels: A number of alternate 'channels' of distribution may be available: • Selling direct, such as via mail order, Internet and telephone sales • Agent, who typically sells direct on behalf of the producer • Distributor (also called wholesaler), who sells to retailers • Retailer (also called dealer or reseller), who sells to end customers
• Advertisement typically used for consumption goods Distribution channels may not be restricted to physical products alone. They may be just as important for moving a service from producer to consumer in certain sectors, since both direct and indirect channels may be used. Hotels, for example, may sell their services (typically rooms) directly or through travel agents, tour operators, airlines, tourist boards, centralized reservation systems, etc. There have also been some innovations in the distribution of services. For example, there has been an increase in franchising and in rental services - the latter offering anything from televisions through tools. There has also been some evidence of service integration, with services linking together, particularly in the travel and tourism sectors. For example, links now exist between airlines, hotels and car rental services. In addition, there has been a significant increase in retail outlets for the service sector. Outlets such as estate agencies and building society offices are crowding out traditional grocers from major shopping areas.
Distribution channels can thus have a number of levels. Kotler defined the simplest level that a direct contact with no intermediaries involved, as the 'zero-level' channel. The next level, the 'one-level' channel, features just one intermediary; in consumer goods a retailer, for industrial goods a distributor. In small markets (such as small countries) it is practical to reach the whole market using just one- and zero-level channels. In large markets (such as larger countries) a second level, a wholesaler for example, is now mainly used to extend distribution to the large number of small, neighborhood retailers. In Japan the chain of distribution is often complex and further levels are used, even for the simplest of consumer goods. In Bangladesh Telecom Operators are using different Chains of Distribution, especially 'second level'. In IT and Telecom industry levels are named "tiers". A one tier channel means that vendors IT product manufacturers (or software publishers) work directly with the dealers. A one tier / two-tier channel means that vendors work directly with dealers and with distributors who sell to dealers. But the most important is the distributor or wholesaler.
The Internal market:
Many of the marketing principles and techniques which are applied to the external customers of an organization can be just as effectively applied to each subsidiary’s, or each departments, 'internal' customers. In some parts of certain organizations this may in fact be formalized, as goods are transferred between separate parts of the organization at a `transfer price'. To all intents and purposes, with the possible exception of the pricing mechanism itself, this process can and should be viewed as a normal buyer-seller relationship. The fact that this is a captive market, resulting in a `monopoly price', should not discourage the participants from employing marketing techniques. Less obvious, but just as practical, is the use of `marketing' by service and administrative departments; to optimize their contribution to their `customers' (the rest of the organization in general, and those parts of it which deal directly with them in particular). In
all of this, the lessons of the non-profit organizations, in dealing with their clients, offer a very useful parallel.
• Channel strategy • Product (or service) <>Cost<>Consumer location
The channel decision is very important. In theory at least, there is a form of trade-off: the cost of using intermediaries to achieve wider distribution is supposedly lower. Indeed, most consumer goods manufacturers could never justify the cost of selling direct to their consumers, except by mail order. Many suppliers seem to assume that once their product has been sold into the channel, into the beginning of the distribution chain, their job is finished. Yet that distribution chain is merely assuming a part of the supplier's responsibility; and, if he has any aspirations to be market-oriented, his job should really be extended to managing all the processes involved in that chain, until the product or service arrives with the end-user. This may involve a number of decisions on the part of the supplier: • Channel membership • Channel motivation • Monitoring and managing channels
1. Intensive distribution - Where the majority of resellers stock the 'product' (with convenience products, for example, and particularly the brand leaders in consumer goods markets) price competition may be evident. 2. Selective distribution - This is the normal pattern (in both consumer and industrial markets) where 'suitable' resellers stock the product. 3. Exclusive distribution - Only specially selected resellers or authorized dealers (typically only one per geographical area) are allowed to sell the 'product'.
It is difficult enough to motivate direct employees to provide the necessary sales and service support. Motivating the owners and employees of the independent organizations in a distribution chain requires even greater effort. There are many devices for achieving such motivation. Perhaps the most usual is `incentive': the supplier offers a better margin, to tempt the owners in the channel to push the product rather than its competitors; or a competition is offered to the distributors’ sales personnel, so that they are tempted to push the product.
Monitoring and managing channels:
In much the same way that the organization's own sales and distribution activities need to be monitored and managed, so will those of the distribution chain. In practice, many organizations use a mix of different channels; in particular, they may complement a direct sales force, calling on the larger accounts, with agents, covering the smaller customers and prospects.
Distribution Management System: About DMS Application:
Distribution Management System is specifically developed for the company, which has high volume of sales with wide distribution network. This application keep track of all sales which happens either through depot, channel or through any other mode, even it keep a track of all inventory of your dealers or depot and respective other details which are normally required by management for day to day reporting.
The complete application is developed in modules with various level of access control and the best part of it is that the reports can be seen by management or concerned person from anywhere, anytime
The types of reports which are generated by this application are:
• All Dealers/ All Channels • Specific Dealers/ Channels. • Specific Day • Range of Day/Mont2. Payment Status
• All Dealers/ All Channels • Specific Dealers/ Channels. • Commission Generation. • Outstanding • Range of Day/Mont3. Stock Report • All Dealers/ All Channels • Specific Dealers/ Channels.
Objectives of the study
This programmed designed to accomplish three objectives. The objectives were identified through a closer interaction and exchange of viewers with the management of CMD. Three objectives are as follows: • • • To find out the satisfaction level of Banlalink subscriber. To locate specific areas of the Banglalink users. To analyze the year wise contribution of Banglalink to the national treasury.
LIMITATIONS OF THE STAUDY Problems of Quota Sampling:
Banglalink employee & the agency personnel might give biased information.
Small Sample Size:
Only 85 questionnaires have been conducted. The research topic is so vast that this tiny amount of sample will not reflect the actual picture.
All the samples were the inhabitants of Dhaka City
Lack of concentration in filling up the questionnaire:
Not enough time was there to fill up the questionnaire properly. Also the levels of knowledge of the samples were not adequate for every question.
Time was a constrain :
Time was a constrain all the time it was quite difficult to continue the internship and continue the research work together. Literature review could have been better.
As mentioned earlier in the research problem this exploratory research will find out different activities of PR & Communication department of Banglalink™. The purpose of the study is to provide a specific and accurate synopsis of the overall PR &communication department of Banglalink™. As a new company how they are managing the public relations. What sorts of communication form strategy is been using are to be discussed here. To explore public relation activities in the market. In addition, how much impact is been created with the PR and communication department, how this impact is helping the companying doing business An exploratory research on the activities of the “Public relation, and communication department” of Banglalink To explore the effectiveness of Banglalink™ print & TV advertisement and competitor’ sprint & TV advertisement. To explore the effectiveness of BanglaLink’s Outdoor activities
The job of PR & communication department of Banglalink™ is to bridge the relationship between the consumers with the company. Another duty of this department is to communication formation to the target customers. The activities of this department during the initial years every important. So the effectiveness of the activities of the department needs an evaluation .What the company wants to address to the consumers and the information dissemination are the vital job for this department. On the other hand, what are the opinions of the consumers about the company’s PR activities also needed to know in order to improve the performance of PR & Communication department? In this exploratory research the researcher will try to find out about the various activities of the PR & Comm. department, and also try to find out is there any laggings in their present work, and if there is any chance resolved the problem.
Balance scorecard Finance
Year 2010 2009 Revenue (in million Taka) 27364 24375 Net growth in lat year 22.21%
Customer’s satisfaction level are varied in various services with in two years
100 90 80 70 60 50 40 30 20 10 0
90 75 60 65 55
80 70 45 35
Network Customer Value Service Added Service
New services are introduced like as: • New Call services option • Data based services • Information based services • Internet service
Learning & Growing
New innovative thinks are introduced to attract the customer
Evaluation of the annual report
Value added statement
60 50 40 30 20 10 0 -10 -20 -30
Employee Contribution to Govt. Providers of debt Depreciation Retained Deficit /S urplus -19 7 8 12 53 40 44
The revenue of the company’s varies during three years
Revenue (In million BDT)
2008 2009 2010
The market share of the company’s varies during three years
Contribution to national exchequer
The tax of the company’s varies during three years
BDT (In milllion)
12000 10000 8000 6000 4000
0 The mobile industry in Bangladesh is still facing an oligopoly competition. In order to be competitive in this 2008 in future, the only option is to build up a strong brand image is by industry 2009 2010 creating unique product offerings and make a competitive market. Banglalink ™ has successfully managed to introduce perfect competitions among the mobile operators. The
competitions are so vast that that the connection price as well as the airtime rate is falling down day by day. In this changing environment based on this research on Banglalink ™ the following recommendations are suggested for the PR and communication departments. These recommendations will definitely improve the overall company image if implemented efficiently. • • TV ads should provide clear message along with very attractive visual and sound. Press ad should be communicated with proper message. The understandability of the reader should be concentrated. If the target market does not understand the product aids for them then there is no use of it. Outdoor ads should communicate the message along with visibility that can be understandable even to those people who do not understand the message. E.g. Bangladesh Banglalink ™ ad having with Bangladesh Map.
In the context of service oriented organization activities of PR and communication department has great importance in the service marketing to ensure the market share, customer loyalty, and the service quality. Therefore, from this study Banglalink™ can get the indications on which of the issues they have to pay more attention to hold the market share, to raise it and to increase the public relation. Finally, this research will encourage further study and useful guidelines for these types of researches.