2.

Situation Analysis: Teletalk is Public Limited Company of Bangladesh Government the only one state-o wned telephone operator and they analyzed the situation using the 4C framework, 4C stands for customer, competitor, company and context. Customer: Teletalk had entered the first year of operation in 29th December 2004. Possible departments who will be directly benefited from the above services are: 1. Police. 2. Rapid Action Battalion 3. Fire Service 4. NBR 5. Agriculture Department. 6. BRTA 7. BSTI 8. BTRC 9. Election Commission 10. Health Services. COMPETITORS: Teletalk knows that there are some private established company in this telecommu nication industry like Grameen phone, Robi, Banglalink. Aitel etc. COMPANY: TeleTalk Bangladesh Ltd. is a GSM based phone company in Bangladesh. TeleTalk st arted operating on 29 December 2004. It is a Public Limited Company of Banglades h Government the only one state-owned telephone operator among six. TeleTalk pro vide GPRS and EDGE internet connectivity and now waiting for the license from Go vernment to start the 3G which is the latest cellular information service. Telet alk is the first operator in the country that gave BTTB (now BTCL) incoming faci lity to its subscribers. TeleTalk is the 6th largest mobile phone operator in Ba ngladesh with 1.147 million subscribers as up to July, 2010.

The long awaited launching of a mobile telecom network by a state-run enterprise had finally materialized on 31 March 2005. It also fulfilled a cherished dream of people who continuously demanded to the government for such an enterprise. Th e government started the "MobileTelephone Project" and Bangladesh Telegraph & Te lephone Board (BTTB) was entrusted with the responsibility for implementing the same. The Project work started in June 2004 and the network was soft launched on 29 December 2004. CONTEXT: Regarding the fact of being a developing nation now using a mobile phone is no l onger considered as a luxury item rather it has become a necessity for the peopl e across the country.Citizens of the Peoples Republic of Bangladesh have a high e xpectation from the only one state owned mobile phone operator Teletalk. People expect continuous network coverage all over thecountry, prompt customer service, and more value added services, data services of high band-width etc. Teletalk m ust honor its customers by improving its services day-by-day so that people can realize that even in a competitive scenario, the public sector organization can achieve remarkable development if they get opportunity

Incorporation of Teletalk Teletalk Bangladesh Limited (the Company) was incorporated on 26 December, 2004 as

a public limited company under the Companies Act, 1994 with an authorized capit al of Tk.20, 000,000,000 being the only government sponsored mobile telephone co mpany in the country. On the same day the Company obtained Certificate of Commen cement of Business. Operating License The Company has obtained the Cellular Mobile Phone Operator License from Banglad esh Telecom Regulatory Commission (BTRC) on 1 September, 2004 for a period of 15 y ears. Initially the License was issued in the name of BTTB, and subsequently upo n application, BTRC has changed the name of the operator as Teletalk Bangladesh Ltd. in place of BTTB. The Company has to operate within the frequency 890.0-895 .2/935.0-940.2Megahartz of GSM band allocated by BTRC for GSM technology

8. Marketing Mix: Product Profile: Different packages of Teletalk. Post-paid package: Teletalk post-paid package designed for high user group, the whole country is co nsidered as a single zone. Moreover subscribers can select three numbers that pr ovide them a reduce tariff round the clock. Rajanighandha post-paid: It has one (1) second pulse facility, no security deposit, no line rent, but bi ll must be Tk.500 at least in a month. Subscribers could pay their bill with cas h card, also select three numbers for friend and family (F&F) option, which are three Teletalk numbers, or twoTeletalk numbers and one T & T number that offers a reduced tariff. Standard Pre-paid package: It has no line rent; whole country is in single zone. This package also offers a reduced tariff for two Teletalk numbers or one Teletalk & one T&T round the cl ock (FnF). Its first pulse is 30 seconds and the following 15 seconds. Padma pre-paid package: This package is designed for the subscribers who live in other places except Dha ka metropolitan area, Narayangonj, Gazipur. The price of this package is cheaper than other packages. Scratch card validity is lifetime and other facilities a re same to other pre-paid package. Subscribers has to pay 100% extra charge if i

t is used in Dhaka metropolitan area and Gazipur, Narayangonj. ISD and E-ISD: All teletalk SIMs are ISD and it has opportunity to call only 7.50/= to 55 count ries by using012 code called economy ISD. Corporate Package: Teletalk has around 20 corporate clients using prepaid or postpaid service. International Roaming: It has roaming facilities in 5 country also. The fortunate matter is that withi n one month it is going to inaugurate roaming service in over 400 operators of 1 59 country.

Price: Pricing is one of the marketing mix tools that a company uses to achieve it mark eting go objectives. Teletalk decides its service pricing on the basis of cost b ased pricing. Theyalways think about the consumer purchase capability. Thats why they try to fix areasonable price for the consumer. Pre-paid (Standard) Package Connection fee : 290.00 Tk. (50 Tk. Talk Time Free) 1st pulse for first 30 sec and 15 sec pulse onwards VAT will be added as usual Padma Package Connection fee. 190.00 Tk (100 Tk. Talk Time Free) Call Charge will be 20% more when used in Dhaka Metro., Gazipur, Narayanganj. Shapla Package (Post-paid) Teletalk to other phone, tk - 1.30/min [any time] Teletalk to Teletalk, tk- 1.00/min [Any time] 1 sec pulse Connection fee : 590.00 Tk Minimum Monthly Bill tk - 1000. Security Deposit tk - 1500. Vat applicable Rajanigandha Package (Post-paid) Connection fee : 990.00 Tk 1 sec pulse No. monthly line rent Payment facility in Cash Card Minimum charge 500 Tk. Apon 3 jon (FnF) facility (3 Teletalk Number 0.75 Tk or 2 Teletalk and 1 other op erator 1.50 Tk.) If monthly bill exceeds 2000 tk 5% exempted and if 4000 tk. 10% exempted. Post-paid Package Connection : 990.00 Tk.

Place: Teletalk has a proper distribution team and channel. It has already appointed 62

dealers over the country. Besides it is distributing its product by customer ca re and bank. It is strugling very hard to make its product available country wid e. The distribution channel for mobile phone subscription has changed somewhat o ver the last year or so. There is still a multitude of levels within the channel . This channel has shrunk vertically during the last year or so and created a sh allower channel

Promotional Activities Of Teletalk Promotion: Promotion is one of the marketing tools that a company uses to achieve its marke ting objectives. Each promotion tools has unique characteristics to improve thei r total sales. Teletalk are trying to do more promotional activities for their s ervice. Teletalk Marketing promotion can be classified in several steps Advertisements in the national newspapers Examples of advertisements published in the national newspapers:

Advertisements through billboards: 17 billboards all over Dhaka and 10 bus branding and more 47 billboards all over Bangladesh. Personal Selling: Personal presentation by the firms sales forces for the purpose of making sales a nd building customer relationship. Teletalk uses personal selling in different s tages of marketing and distribution. Company distributes their product (SIM, Scr atch, Cash card) among the wholesalers and retailers by maintaining the excellen t relationship. Teletalks communicate with corporate client by its sales force bu ilding and keeping relationship with potential and existing valued customer. Sales promotion: Sales promotion includes a wide way of tools that can attract consumers attractio n, strong incentive of purchase, free gifts, discount and several types of occas ional program. Teletalk sales promotion includes credit sales, commission etc. T eletalk arrange conference every year among the dealers, wholesalers and retaile rs. They always try to influence and convince them for creating a market demand and sale their product here is some examples of Teletalk promotion that can be highlighted : Medical treatment for Bushra:

Teletalk initiated a helping program for Bushra - who is a patient of blood canc er. One can send SMS for Bushra to help raise fund for medical treatment. She is a 3 years old girl suffering from blood cancer. She needs bone marrowtransplant ation.To SMS for her, the process is : Bushra 1. Go to SMS option. 2. Write 3. Sent to 666. Road show: Teletalk organized a two days long road show. Here subscribers got the opportun ity to buy SIM of different pre-paid package at 90TK,where regular offer is290TK . Handbag Distribution: At Bangla academy Ekusay Boi Mela Teletalk distributed handbag in visitors who bo ught book from fair. There was slogan on handbag for raising awareness for readi ng book. Public Relation: Public relation is used to promote products, people, places, ideas, activities, organizations and even nations. Public relation can also influence a product sal es or brand awareness. Teletalk arrange meeting always with the wholesalers and retailer for maintaining a good relationship with them. General people can also come to the Teletalk office for their quaries and for expressing their concern a bout any telecom related factors. Following address is the public relation office of Teletalk:

Social Committment: Blood Donation program: One of prominent social contribution of Teletalk is in t he field of Voluntary blood donation. Teletalk has sponsored and directly parti cipated in variousvoluntary Blood Donation Programs around the country. ORCA (Ol d Rajshahi cadetassociation) had organized a blood donation program which was sp onsored by TeleTalk.Blanket distribution Program: In Ranjpur district TeleTalk d istributed 500 blankets indistressed people by Anjuman Mofidul Islam. In Banglad esh every year in cold prone area people died in cold related disease due to the ir disability to buy warm cloths. Service offered: Services Teletalk ISO facilities: Every subscriber of Teletalk gets the opportunity of ec onomy ISOor EISD in 25 countries. In this way subscriber has to pay 7.50 Tk per minute. To get this service instead of access code 00 dial 012, then country cod e, then area code and then desired number. SMS A SMS of 160 characters charge Tk. 1.00 only Both Bengali & English language can be used.

Teletalk Push-Pull Service It is like SMS, one can get answer to the question he requires. Teletalk offers scores of important cricket match through push-pull service. To know the score t ype eric and the first three letter of the participated country and then send to 222 number. You will be able to get the Sehri and Iftar s time during the Ramad an, Cricket, Weather, Quotes, Jokes, Horoscope, Pray time with the push-pull ser vice. Teletalk Own VAS Offerings: 1. GPRS: 2. Cricket Update: 3. Post-paid bill query. 4. Cash card electronic charging 5. medical treatment sponcer for Bushra: 6. Friends and family Number. 7. To Migrate your Pre-paid standard Connection to Teletalk PADMA

SWOT Analysis of Teletalk Bangladesh Ltd STRENGTH: 1. Low cost provider regarding its competitor. 2. Subscriber inclination to Teletalk as a government owned organization 3. Teletalks all connections are ISD& EISD 4. Teletalk is the only indigenous company using GSM service. 5. From the very beginning it is providing free TNT incoming. 6. It has also provided incoming facility up to 2015. 7. Moreover its contribution to our economy can be notable. WEAKNESS: 1. Premature entrance in a mature market. 2. The progress of development of network is far below from the subscriber expec tation. 3. High connection charge. 4. Lack of potential and efficient employee. 5. Lower number of human resource. 6. Failed to identify difference between developed market and developing market. 7. Lower promotional activities. 8. Weak management system 9.Poor marketing OPPURTUNITY: 1. Teletalk can use the image of local and government owned organization. 2. Introduction of new technology and services. 3. Expand the market in the rural area. 4. Teletalk can use the experience of BTTB. 5. Teletalk can use soft switch network, THREATS:

1. A mobile service provider named Airtel had buy the WARID TELECOM a concern o f Dhabi group and present market rivals. 2. The invention of technology which is new modern and consumer oriented. 3. Another invisible threat is land phone operator. Analysis Of Strengths: Subscriber inclination to Teletalk as a government owned organization: Peoplehave a deep inclination towards Teletalk Because subscribers have more con fidence inthe government institution. They think that they might get some extra benefit fromteletalk like lower call rate, optical fiber facilities etc. rather than other providers. Teletalks all connections are ISD & EISD: Its a big strength of teletalk. Its the only SIM which has such a versatility of c onnections having ISD, Economy ISD service along with both incoming and outgoing connectivity with any of the land phones. This is not seen to other providers. It gives a tremendous competitiveadvantage to the teletalk Bangladesh ltd over i ts respective competitors. Teletalk is the only indigenous company using GSM service: Teletalk is the only local organization which is providing GSM technology in thi s country. The other local organization named pacific telecom is providing CDMA technology which is more expensive. So teletalk can take this advantage over its competitors. It has also provided incoming facility up to 2015: Teletalk have a strong strength over its competitors in case of incoming facilit y. Teletalk present incoming duration is up to 2015. Which is 20 times more than other competitors? From the very beginning it is providing free TNT incoming: Teletalk is the only provider which is providing T&T incoming free from the very beginning. Whether other operators providers providing such kind of facility ju st now. Moreover its contribution to our economy can be notable: As a Govt. owned company teletalk have a strong contribution in our national eco nomy. Its one of the high profit generating Govt. organization in Bangladesh. Low cost provider: The most remarkable success of Teletalk is the slump in tariff structure. It is the lowest cost provider in Bangladesh telecommunication market. As soon as tele talk announced its tariff the long lasting oligopoly between other private mobil e providers were shattered. Healthy competition came into the mobile market.

Analysis of Weaknesses Premature entrance in mature market: The biggest weakness was a premature entrance in a mature market. As soon as an yone could catch hold of a Teletalk mobile, he started comparing it with the ser vices of Grameen, Banglalink or Aktel. Lower number of human resource: The number of employee of teletalk is too much lower regarding its requirement.A s a result the service quality and customer satisfaction go down. Failed to identify difference between developed market and developing market: Teletalk failed to identify the difference between developed market and developi ngmarket. There strategy making is not match with the current situation. Lower promotional activities:

The promotional campaign of teletalk is not too muchstrong like other providers of Bangladesh as result consumers are less aware aboutteletalk and its package. Weak management system: Poor coordination among different functional department of Teletalk as result s ervice efficiency goes down. Poor marketing: The overall marketing activities of Teletalk is not much rich like other compet itors. Lower number of value added service: Teletalk Bangladesh Ltd. is providing a lessnumber of value added service to its subscriber regarding its competitors. As a resultsubscribers are becoming dissa tisfied on the Teletalk service. The comparison of valueadded services of differ ent operators are mention below. Where as Teletalk providingless number of value added service. The progress of development of network is far below from the subscriber expectat ion: the expansion of network coverage is too much slow. People thought that teletal k should use the BTTBs network facilities; as a result teletalk can cover the mos t of thearea of Bangladesh. But in reality this is not true. High connection charge: The SIM price of teletalk is too many high packages from the other operators, h aving similar facilities offered by teletalk, are available at 3 to 4 times less price than that of teletalk. It is totally unjustifiable to charge subscriber s uch anastounding price for having a SIM of a network which doesnt have satisfacto ry levelof coverage.

Analysis of Opportunities Teletalk can use the image of local and government owned organization: General people have a deep inclination to the govt. owned organization especiall y to the local organization. People want to keep the money into own country. So teletalk can use such kind of soft corner of consumers and promote the service t o them. Introduction of new technology and services: Teletalk can implement new and consumer oriented technology in this sector. Beca use people have inclination to new and modern technology. Now a days people are ready to accept the new thing. Expand the market in the rural area: Till now there is huge area is remain out of coverage where a huge number of tar get consumers are available. So teletalk can bring that respective area under co verage and catch those potential consumers. Teletalk can use the experience of BTTB: BTTB one of the old and experience organization in Bangladesh telecommunication sector. They have special experience about the consumer behavior of Bangladesh. They know about the consumers need and want. So teletalk can take help from the B TTB about this matter and implement those criteria in the competitive market whi ch things, give teletalk competitive advantage over its respective competitors. Teletalk can use softswitch network: The softswitch network separates the bearer and control layers and a softs witch centric network can be built on different types of bearer networks such as TDM, IP and ATM unlike, legacy network that depend on a single specific switching te chnology. Based on strategic planning and the developmental phase, an operator c an select suitable bearer mode technologies for different phases, from the persp ective of long term sustainable development, the IP centered softswitch network defines the future. So teletalk can use this technology and practice competitive

advantage over rivals. Analysis of Threats A new coming mobile service provider named Airtel : At present Bangladeshi mobile sector is almost saturated , after that a new com pany named Airtel had buy the Warid telecom from Dhabi group ltd is going to st arts its operation in Bangladesh which going to become a big threats to teletalk and other operators. The invention of technology which is new modern and consumer oriented: Technolog y is changing with day run. It changes the consumers demand pattern by offering d ifferent attractive features. As a result consumer shifts from one technology to other technology, which might create a big problem to teletalk and others. Another invisible threat is land phone operator: In Bangladesh land phone operator is expand the market with the day run. People are switch from miobile to land phone operators. As a result ultimately the numb er of mobile user is decreasing and create problem to the mobile operators as we ll as teletalk.