Research proposal: AS Per the requirement of the authority Prepare a research proposal for the approval.

Research Proposal on Grameenphone:

Department of Marketing University of Rajshahi

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Abstract:
The idea of providing wider mobile phone access to rural areas was originally conceived by Iqbal Quadir, who is currently the founder and director of the Legatum Center for Development and Entrepreneurship at MIT.\He was inspired by the Grameen Bank microcredit model and envisioned a business model where a cell phone can serve as a source of income. After leaving his job as an investment banker in the United States, Quadir traveled back to Bangladesh, after meeting and successfully raising money from New York based investor and philanthropist Joshua Mailman, and worked for three years gaining support from various organizations including Nobel Peace Prize laureate Muhammad Yunus of Grameen Bank and the Norwegian telephone company, Telenor.

Introduction Company Overview

Grameenphone : widely known as GP, is the leading telecommunications service provider in Bangladesh . With more than 20 million subscribers (as of June 2008), Grameenphone is the largest cellular operator in the country. It is a joint venture enterprise betien Telenor and Grameen Telecom Corporation, a non-profit sister concern of the internationally acclaimed microfinance organization and community development bank Grameen Bank. Telenor, the largest telecommunications company in Norway, owns 55.8% shares of Grameenphone, Grameen Telecom owns 34.2% and the remaining 10% is publicly held. Grameenphone was the first company to introduce GSM technology in Bangladesh. It also established the first 24-hour Call Center to support its subscribers. With the slogan Stay Close, stated goal of Grameenphone is to provide affordable telephony to the entire population of Bangladesh. Department of Marketing University of Rajshahi
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Objectives of the study

Broad objective
Products marketing strategies and competitors evaluation: A study on GRAMEENPHONE ltd.

Specific objective
The objective of this study is to have a clear idea of grameenphone and to find the limitations of the tasks carried out all sector of the grameenphone. A) To find the business portfolio of GP. B) To know the marketing strategy of GP. C) Know the price of GP products D) Communications process E) Distributions system Last year products performance

Research Design: Methodology of the Study: 1: SAMPALING PLAN

-Sampling procedure: The Sampling procedure has been conducted on the deliberate sampling method has used where the respondents intervieies considered on my convince and priority. Department of Marketing University of Rajshahi
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-Sampling unit: In order to carry out the research work, the study was focused on taking the interviews of the personnel involved in the GRAMEENPHONE Company. Number of respondents: 20 Age range: 20-35 Occupation: student, teacher, house wife, service holder. Economic status: Higher middle class. Geographical location: Gulshan, Baridhara, Banani, Dhanmondi, Santinogor, Framgate.

Data collection techniques: Questionnaire:

Unstructured and open-ended Questionnaire (please see appendix) i asked to the different people in the different areas of Dhaka city to find whether they are satisfied with GP performance or not.

Observations:
When i visited the Gulshan office of GP that time i used our own observation to collect certain pieces of information about their product marketing strategy,new product performance as ill as up coming product.

Secondary information:
Secondary information has collected by reviewing ibsites and some articles printed time to time and other relevant documents.

sources of data collection: Primary:

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The primary information is gathered through internal of the employees working over there under GP center.

Secondary:
Secondary information sources had also used to collect information. Sources include: -Different articles, index of GP. -Visiting ibsite of Grameenphone official company.

Data ANALYSIS: The responses to the structured close-ended questions will be rated in percentages. The percentage of respondents for each alternative will be given and analysed. The data collected will be analysed using the computer software known as Statistical Package for Service Solution (SPSS). Timescale June July 2011: review of literature August 2011: draft literature review September 2011: agree research strategy with supervisor October 2011: agree formal access to organisations for collection of primary data November 2011: compile, pilot and review questionnaire December 2011 - January 2010: administer questionnaire February 2012: final collection of questionnaire
Limitations Department of Marketing University of Rajshahi
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The researcher cannot cover all the ten regions of Bngladesh.

Reporting on Grameenphone marketing mix: Marketing Mix is the set of controllable tactical marketing tools the firm blends to produce the response it wants in the target market. The marketing mix consists of everything the firm can do to influence the demand for its product. The many possibilities can be collected into four groups of variables known as the four Ps: product, price, place, promotion. Figure shows the particular marketing tools under each p.

Product Variety Quality Design Features Brand Name Packaging Services

Price List price Discount Allowance Payment period Credit terms Target Customers Intended Positioning Place Channels Coverage

Promotion Advertising Sales proportion Public relation

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Personal selling

Assortments Locations Inventory Transportation

Product

Marketing Mix Product means the goods and services combination the company effect that offers to the target market for attention, acquisition, use, or consumption that might satisfy a want or need. Price is the amount of money charged for a product or service, or the sum of the values that consumers exchange for the benefits of having or using the product or service. Place includes company activities that make the product available to target consumers.

Price

Place

Promotion

Promotion means activities that communicate the merits of the product and persuade target customer to buy it.

Grameenphone Product Mix

A product is anything that can be offered to a market and that is potentially valued by a target market for the benefit or satisfactions it provides, including objects, services, organization, places, people and ideas. As in a service providing business Grameenphone provides different types of service in its market as its products. In telecommunication business coverage and quality is more important than the number of product or service offered. With its best coverage and good quality Grameenphone has become the number one mobile operator in Bangladesh. Grameenphone has categorized its products in two types. These are 1. Standardized and Department of Marketing University of Rajshahi
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2. Customized Products.

Limitations of the study

in every research work there are some limitations faces when conducting different activities. In the process of research work we also faces certain limitations that hampers our general activity. some of this notable limitations areThe report has been conducted within a short time frame The study is mainly focused on product marketing strategy on GRAMEENPHONE in Bangladesh but it is foreign company. But here we emphasizing on GP in Bangladesh. so being concerned only within the GP in Bangladesh seems to us limitation of a study. GP Headquarters is located in Gulshan . But they are very busy with their regular task, so it becomes quit difficult for them to give time in outside. And also there are some rules and regulation so that we can not enter the head office. So that we have to talk with their customer center officer. that was a big limitation to us. GP it is huge company and there are lot of employers and customer care center is also available. the study conducted can be hampered as the marketing strategy of GP can not be covered at the short time. We got only 2-3 weeks for preparing this report. It could be a limitation of the study. We faced a big problem by doing this report that is electricity problem that take lot of time.

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Refference:

www.grameenpgone.com

Annual report of Grameenphone 09 Annul report 10 Annual report 11

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Department of Marketing University of Rajshahi

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