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Course ID: MGT490

autumn 2015
Report on: Situation Analysis of Telecommunication Industry: Robi
Submitted To: Mohammad A. Arafat
(Sr. Lecturer)
Submitted By:
Fatima Amatun Rob - 1321033


People use many ways to communicate with each other from when human getting to be civilized
and day by day the ways of communication were updated. New innovation and demand makes
the people to do it. Those innovations were done by some gifted human beings for the well being
of human society. Telephone was one of these inventions that changed the way of
By changing of the Telephone era now we get Mobile phone as a new invention. Now a day’s
people facing like hack if a day they have without mobile phone. During the last decade,
telecommunication sector has grown up as one of the most competitive sector in the business
world. Mobile phones are spreading ubiquitously across the planet The power of telephony is
forging a new enterprise culture, from banking to agriculture to healthcare. The opportunities that
lie in the telecom industry seem endless and lucrative due to the continuous innovation and
growing demand for mobile-telephony.
An electronic telecommunications device often referred to as a cellular phone or cellphone or
mobile phone. Mobile phones connect to a wireless communications network through radio wave
or satellite transmissions. Most mobile phones provide voice communications, Short Message
Service (SMS), Multimedia Message Service (MMS), and newer phones may also
provide Internet services such as Web browsing and e-mail. Mobile phones are playing a great
role in telecommunication. Nowadays mobile phones have become an indispensable part of
Bangladeshi's everyday-life and we never want to leave this device at home while we head for
our work. about 3.5 billion subscribers and users worldwide, mobile phones have out-diffused
virtually every prior technology, including bicycles, radios, television (TV) sets, wallets, wire
line phones, and wristwatches, and have done so in twenty-five years (Kalba, 2008).

Despite being one of the poorest, most densely populated, least developed countries in the world,
Bangladesh has discovered a way to grow its telecommunications sector. Against the odds, this
nation of more than 160 million people and comparatively low GDP has been involved in the
creation of a highly competitive mobile market. Most noticeable has been the willingness to
encourage foreign participation in this endeavor. Following a number of years of strong growth,
starting from a very low base, mobile telephone penetration was approaching the 30% milestone
in early 2009.


The government has taken several attempts in order to ensure it. In 1996 the then government awarded three GSM licenses aimed at breaking the monopoly and making the cellular technology affordable to the general masses . The names of the mobile companies are the following: 1.6 million users in Bangladesh. 5. Teletalk Bangladesh Ltd (Teletalk). 3|Page . Many foreign telecom operators are coming to Bangladesh to explore the potentiality of the technology. Grameenphone Ltd (GP). as a result the users’ interest on using mobile is upgrading significantly. 2. Mobile Operators in Bangladesh: Bangladesh has a huge potential in telecom sector in the country and has attracted the foreign telecom operators. Some interested international telecom operators who want to start a business in Bangladesh are UK-based Orange Telecom. now it has turned into the largest infrastructure provider within telecom sector and has created new opportunities by generating employment. In fact. 3. Axiata Bangladesh Ltd (Robi). The government is encouraging private sector to invest more in the industry as they think that the industry is playing a vital role in developing the socio-economic structure of the country. At present there are six mobile companies who are operating their business and services in a competitive environment. facilitating education and health services for common people. At present there are 54.Since then the country's cellular industry never looked back. Giving private sector the license for fixed line telephone is one of those attempts. South Korean SK Telecom and UAE’s Etisalat etc. 6. the liberalization of Bangladesh‘s telecommunications sector began back in 1989 but it took several years to launch the services. Pacific Bangladesh Telecom Ltd (Citycell).Telecom Industry In Bangladesh Bangladesh is the first South Asian country to adopt cellular technology back in 1993 by introducing Advanced Mobile Phone System (AMPS). The mobile companies of Bangladesh are increasing their business day by day. Orascom Telecom Bangladesh Ltd (Banglalink). 4. Airtel Bangladesh Ltd (Airtel).

Analyzing annual financial data is much more confusing and complicated Restriction and Access limitations. Banglalink. 2. 3.Purpose of the Study: The study on Situation Analysis of Telecommunication Industry: is intended to get knowledge about external or macro-environment and internal or microenvironment of Robi. 4. Methodology: The choice of methodological approach depends upon the nature of the investigation to be carried out. About Robi 4|Page . official web page and the latest annual report of Grameenphone. its purpose and scope. Airtel and Teletalk and company web pages. which made the research a bit flaw. The company does not have sufficient source of secondary data. Some of them are. Bangladesh Telecommunication Regulatory Commission BTRC web page. Covers only Head Office. Some reliable sources are considered for the secondary information. Limitation of the Study: 1. 5. Shortage of time is limitation. Some information also has been collected from published online articles regarding Bangladesh Telecom Industries and Internet version of Local news paper.

Axiata Group and its predecessor Telekom Malaysia has invested around BDT 11.5G Data/GPRS/EDGE service with high speed internet connectivity. Robi is a joint venture company between Axiata Group Berhad of Malaysia and NTT DoCoMo Inc. Moreover the company has contributed almost BDT 10. is developing its services to meet increasing customer needs . Robi draws on leading edge technology to provide its service in Bangladesh. Its GSM service is based on a robust network architecture and cutting edge technology. The company has the widest International Roaming coverage in Bangladesh connecting 600 operators across more than 200 countries.5G voice. 5|Page . Services support 2G and 3. Robi is committed to provide best data and voice quality and will continue to ensure that its customers are able to enjoy the best experience through leading edge technology and innovative products and services. Robi’s customer centric solution includes value added services (VAS). It commenced operation in 1997 as Telekom Malaysia International (Bangladesh) with the brand name ‘Aktel’. the most dynamic and rapidly-growing telecommunications operator in Bangladesh.ranging from voice and high speed Internet services to tailor-made telecommunications solutions. In 2010 the company was rebranded to ‘Robi’ and the company changed its name to Robi Axiata Limited. quality customer care.   Robi draws from the international expertise of Axiata and NTT DoCoMo Inc.000 crore in the form of equity till 2012.000 crore to the Bangladesh Exchequer in the same period.   As a subsidiary of Axiata Berhad Malaysia . covering almost 100% of the population.   Since its inception in 1996. digital network security and flexible tariffs. CAMEL Phase II & III and 3. of Japan.Robi.

" Company’s Mission  "To be a leader as a Telecommunication Service provider in Bangladesh. 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.Company’s Vision  "Robi aims to achieve its vision thorough being one not only in terms of market share. Robi has a dual purpose:  To receive an economic return on its investment  To contribute to the economic development of Bangladesh where telecommunications can play a critical role 6|Page ." Company’s Objectives  Robi has been established to provide high-quality GSM cellular service at affordable prices.

Strategic moves of rivals 6. Nature of competition & strength of competitive forces 3. Conclusions about industry attractiveness 7|Page . resource strengths and weaknesses. and competitiveness External or Macro-Environment Analysis: For that analysis we have to assess that industry & competitive conditions: 1. Key success factors 7. capabilities. Industry’s dominant economic traits 2. Competitive position of rivals 5.Situation Analysis: Two considerations: 1. Company’s external or macro-environment Industry and competitive conditions 2. Company’s internal or micro-environment Competencies. Drivers of industry change 4.

1: What are the Industry’s Dominant Economic Traits? Economic Feature Market Size and Growth Rate Analysis  60 billion dollar industry  Current growth rate is . yet there are over 100 firms total  The geographical area over which companies in this industry compete is on a global scale but this report is focusing on only the United States portion of the industry  Market demand is very fragmented among buyers as brand loyalty is very strong in the industry.  Recently however. market size is the largest to date and investment in the industry is also stable  Three firms in the industry account for approximately 90% of the market share. profits are high. market growth is low.7%  Maturation phase of the industry life cycle because the number of competitors is stable.Now we are going fulfill that conditions by answering 7 question what basis on this above conditions. due to inflation and the rising cost of goods.  Question No. brand loyalty has decreased Number of Rivals/ Scope of Competitive Rivalry Number of Buyers 8|Page .

and also keep up with the always changing customer preferences  Next generation soft drinks have begun to come out in forms such as energy drinks or energy shots  These products have been gaining popularity since they were introduced but it is still difficult for them Product Differentiation Product Innovation 9|Page .somewhat and price is now the main factor in some buyers’ preference  Products are becoming more and more differentiated as there are a number of new soft drinks hitting the market each and every day  Differentiation is key for a firm to maximize their revenue due to customer trends and tastes always changing and the firms need to create new products and flavors to keep up with customers needs  The industry is not entirely characterized by rapid product innovation and short product life cycles but it is very common to see both occurring rather often  The most profitable soft drinks do not have short product life cycles as they have been around for years  Some new beverages however do experience short product life cycles as they can be introduced to the market and not be received well and need to be taken off the shelf  Companies must use R&D to discover what products other firms are putting out as well as when opportunities for a product will arise  New products must be developed to compliment the steady products.

and sell their product  The plants are now able to produce more products in less time which allows the companies to sell more and make more of a profit  If a company falls behind and is no able to keep up with the demand from customers they will lose market share. deliver. .  Companies have to stay similar on product price in order to keep market share  The industry is not overcrowded because all the competitors are still able to make profit  The technology in this industry is always changing  Companies are constantly coming up with new ways to be as profitable as the 3 dominate firms in the industry Demand Supply Conditions Pace of Technological Change 10 | P a g e  The amount of companies in the industry creates competition amongst members.

Robi. All company has the opportunity for get their equipment from all over the globe.which also act as entry barrier. Grameenphone (GP). which makes the barrier to the new entrants. Airtel. Government rules and regulations. which can substitute that have to be so much strong related to highly innovative . Citycell and Teletalk have created significant brand positioning and economies of scale in network coverage. Banglalink. THREAT OF NEW ENTRANTS : Mobile telecom is a huge investment capital in Bangladesh. with the exception of remote-area customers who have no alternative network available in their vicinity. The bargaining power of buyers in this industry is very durable.So that the threat from substitutes is weak in Bangladesh. Question 2: What Is Competition Like and How Strong Are the Competitive Forces? BARGAINING POWER OF BUYERS: There is a low switching costs between operators because of there are six mobile telecom operators in Bangladesh and they offer almost homogenous services for that provided buyers with extremely high bargaining imposition of huge tax on SIM card. such as Ericsson and Nokia Siemens in the mobile telecom machinery industry is that type of suppliers who enjoy strong power in the industry. The brand name and strategic importance of the supplies as well as the size of the Company on which the bargaining power of suppliers in the mobile industry varies depend. INDUSTRY SUBSTITUTES : It is a high-tech industry and the factor. BARGAINING POWER OF SUPPLIERS : All companies are multinational company in this industry without Teletalk. strong 11 | P a g e .

The competition has driven the industry's average revenue per share to a very low level. areas. Robi also follow the proper method of globalization of industry.tariff control by the authority. which has 12 | P a g e . In case of Bangladesh mobile telecom industry. RIVALRY AMONG COMPETITORS: The six operators in mobile industry are facing a price battle. Everyone is trying to increase their share value by giving many types facilities to their customers. From the five forces analysis we can say the mobile telecom industry in Bangladesh is moderately ideal with great growth potential. Considering the intensity of the competition . From our analysis it is clear to us that some potential changes are needed for better industrial condition.  Question 3: What Forces Are at Work to Change Industry Conditions? Some of driving forces are strongly related. Hence it seems that the threats of new entrants in mobile industry are moderate to weak. INCREASING GLOBALIZATION OF INDUSTRY: Globalization is a key factor in the business world today. Some additional substitutes include wireless Internet providers such as WiMax based companies. substitutes exist in the form of government land lines and some upcoming PSTN operators.the rivalry among existing competitors is very high. which differentiate them from others. INDUSTRY SUBSTITUTES : Availability of greater substitutes creates additional competition forcing industry members to drop prices. Now we will elaborately discuss some major forces that work to change industry condition. can also create difficulties to entrants. All of these became possible only for globalization of industry. Where labor staffs are available in cheaper rate (salary) for industry. responsible and work to change industry condition. They also researched and identified cheaper better and perfect location for establishing network technology such as tower. Bangla Lion and Augere. Robi made their position in high.

automation. high competition creates low entry barriers. Bangladesh is seemingly a great prospect for new entrants. 13 | P a g e . it is important to assess the barriers that could create hindrances during entry. high competition has created opportunities for new entrants. and influence outsourcing decisions. recent drives to automate day to day activities have been taken by a majority of telecom companies. technology incentives. since licenses must be acquired from BTRC. lights etc. These are the parameters that the marketing manager can control. competitive substitutes exist at the present moment that can pose a threat to the industry. and rate of technological change. Technological factors include R&D activity. entry is relatively restricted at the moment on the government regulatory fronts. Low entry barriers create competition and vice versa.). Company’s economy of scale (the capability of entering with large scale investment) can ease some entry barriers. subject o the internal and external constraints of the marketing environment in order to make decisions focusing on the customers in the target market in order to create perceived value and generate positive response. it is safe to say that no direct. However. BARRIERS TO ENTRY: While entering in a market. MARKETING PERSPECTIVES (7 PS): The marketing mix of the industry can be broken down into the “7 Ps” of marketing. Government rules and regulations can also create difficulties to entrants. However. as mentioned before. reduce minimum efficient production levels. Existing companies that have created significant brand positioning or have tied up relationships with suppliers and distributors can create barriers to newcomers. Sadly Bangladesh does not have an infrastructure that allows for research and development of large scale. Together with high demand from subscribers. and BTRC reserves the right to issue licenses when and to whom they see fit. In the Bangladesh telecom industry.been desperately marketing its brand Qubee since its entry to the market. TECHNOLOGICAL CHANGE: Technological factors can lower barriers to entry. most notable by Robi with their new corporate headquarters that reportedly runs on its own power supply and is fully automated (including doors. However.

Promotion: 1. Wider distribution network to make service more accessible. Always branding Robi with all packages with a GSM service Price: 1. Necessary changes in tariff structure. 2. TVC’s. Penetration pricing in the face of competition. 2. Place: 1. and changes in terms and conditions. 4. Press ads. 3. Billboards. 2. Make effective use of distribution. Continuous improvement of quality  2. 3. 14 | P a g e . Make product service delivery system more effective and less time consuming.Product: 1.  3. Skimming policy possible.  Repositioning of products to different target markets  3. Brochures with necessary info.

  As   a   result   Robi recognized as number one employee brand in the country Process: Refers to the systems used to assist the organization in delivering the service. company website.  Question 4: Which Companies are in Strongest / Weakest Level Of Competition: Close Competitors: 1) 2) 3) 4) GrameenPhone Banglalink Airtel Teletalk Distance Compactors: 1) Dhaka Phone 2) Citycell 3) Rankstel 15 | P a g e .People:  Consumers make judgments and deliver perceptions of the service based on the employees they interact   with. Prepaid   connections   activated   instantly.   Staff   should   have   the   appropriate   interpersonal   skills.   A   consumer   can   get   a   connection   easily   by   simply   providing necessary information.   and   service knowledge to provide the service that consumers are paying for. business cards and gift items are maintained top quality so consumer  always makes positive judgments about Robi. Service delivery process   of   Robi   is   very   fast.   attitude. Robi continues to invest in human capital and empowerment of employees and has continuously trained and developed its employees   for   enhancing   their   competencies   and   leadership   qualities. the logo. price and voter ID  card to any other retailer to get service instantly. Physical Evidences:  Physical Evidence is the element of the service mixes which allows the consumer again to make  judgments on the organization. Decoration of Robi Sheba Point. Even subscribers get very fast customer service through hotline number.   but   post­paid   connections   requires   24   hour   for activation. and  packaging of connections.

To analyze the industry competitors there should be specific determination of Key Success Factors (KSF’s). competitors’ analysis is an important factor. Some of the key success factors of Robi’s areNETWORK COVERAGE: Robi aims to build a full range of service all over the country. Robi has taken 1600 Km fiber optic 16 | P a g e . These KSF’s will help to determine which competitor is more attacking and having the competitive power. The company has targeted to build extensive network all over the country. For better coverage.4) Peoples Telecom  Question 5: What are the Key Factors for Competitive Success? KEY SUCCESS FACTORS OF ROBI: In an industry like telecommunication in Bangladesh.

In over all. It was the first company to setup a 24-hour Call Center in the country in 1999. These service desks have remarkably reduced travel time for customers from as much as eight hours to a maximum of one hour for any after. Robi“s network covers approximately 52% land area. 17 | P a g e . it has 1750 base stations. there are 80 Robi Centers in operation around the country. Now till May‟05. Already the company has expanded its network to 61 districts out of 64 districts and 400 upazilas out of 460 upazillas. the company is planning to set up another thousand base stations in the following year. Voice SMS. Recently Robi has doubled its speech quality 900GSM MHz to 1800 GSm MHz. Existing coverage areas are divided into seven zones according to the divisional boundary. The flagship Robi Centers were also launched last year to provide a "one-stop solution" for all customers. MMS. friendly and comfortable environment. and Fax and Data among others. VALUE ADDED SERVICE: Robi also offers different value added services including SMS. the Robi customer service desk concept was developed in 2005. It is the only company. and continue improving it. Welcome Tunes (Ring back Tones). considering the subscribers‟ need of quality network and extensive coverage.sales service.The centers are designed to increase customer satisfaction byi ntegrating all sales and after-sales services in an open.In order to make customer service more easily accessible. which covers the most of the land areas with its network. These are Dhaka Sylhet Chittagong Rajshahi Khulna Barisal CUSTOMER SERVICE: Robi has always been committed to provide quality after-sales service to its customers.cable network leased from Bangladesh Railway. Presently. Robi was the first mobile operator in Bangladesh to offer EDGE services to its subscribers. SMS Push-Pull Service. Robi had 750 base stations. Furthermore. Robi offers the most competitive network facility to its subscribers. There are now more than 600 Robi Customer Service desks in operation around the country. In April 2004. Voice Mail Service (VMS).

 Question No 6: Is the Industry Attractive or Unattractive and Why? Form the general environment we can identify many unexploited opportunities. advancement in ICTs & government patronization for foreign investment in ICTs. The year 2006 was also another year of innovation and refreshment for Robi. opportunities for Value Added Services and diversified products. INNOVATIVE PRODUCTS & SERVICES: Innovation has been one of the key success factors of Robi since its inception. But they advertising on newspaper. They do not advertising on T. Besides this. And they supplied Lego for the players. 2000 and April in 2003. sign board. Business solution being the first segmented product for the business community has been a clear demonstration of Robi’s effort to cater to the specialized needs of customers. they become sponsor at the cricket match between West Indies and Bangladesh in October. development of Hi-Tech park. availability of cheap skilled workers..MARKETING & PROMOTION: Promotion is communicating information between seller & buyer to change attitudes and behavior. There are already six giant companies trying to find their position. Because the demand is higher than their networking capacity. Robi refreshed its brand identity and also simplified its main prepaid and post paid products. It 18 | P a g e . neon sign. But at present the Robi Company does not take care about promotion activities. trust & dependence on foreign companies & products. Internet penetration is one of the lowest and there is a vast demand for high speed internet. buying habits as well as talking habits of the people. New and existing companies can be benefited from the huge population of the country. A number of new products and services were launched during the year.V through they advertised previously. relatively flexible regulations.around 40% of the population yet to be connected through mobile phone services. and last but not the least the country is eagerly waiting for 3G technology.

For Robi core competencies are the followings: EXCELLENCE IN NETWORK: Network has always been a strong point for Robi and seen as the best network by the mobile phone users in Bangladesh BRANDING AND MARKET POSITION: Robi branding their tariffs or packages by many types of slogan. it must have superior core competencies that are relevant in the marketplace.has been clearly noticed that as the market is growing. A core competence is something that a company does well relative to other internal activities. a core competence is something that a company does well relative to other internal activities. The top management is well experienced from 19 | P a g e . Internal or Micro-Environment Analysis: Internal environment analysis is very much important to identifying a firm‘s flexibility. Core competencies are resources and capabilities that the firm utilizes in an exceptional manner. strengths and weaknesses to exploit the opportunities and neutralize the threats. proportionately all the operators are getting new subscribers depending on their nationwide coverage. TOP MANAGEMENT: Robi has a strong professional management team which is the best in the in the industry and highly valued by all the stakeholders. Which makes their market position strong. And due to the high growth rate of the industry each company is being benefited. We can say the mobile telecom industry in Bangladesh is attractive and still has huge potential for growth. a distinctive competence is comparison to its competitors. by many social welfare advertisement. The core competencies of Robi and a SWOT analysis of the firm are given below:  Core Competencies For competitive gain a competitive. despite strong bargaining power of the customers and intense rivalry between the competitors.creating many types of differentiate images. adaptive capability.

SKILLED HUMAN RESOURCES : Robi hired those employees who are skilled and effective in their own job responsibility. SWOT Analysis The method of SWOT analysis is to take the information from an environmental analysis and separate it into internal (strengths and weaknesses) and external issues (opportunities and threats). GOOD OWNERSHIP STRUCTURE: Robi has the best ownership structure in the telecommunication industry in mobile telecom industry as well as from multinational corporations (MNCs) and. 20 | P a g e . Human Resource Department of Robi work really hard for this. and what obstacles must be overcome or minimized to achieve desired results. That’s why the company can provide better connectivity in most of the area of the country. Once this is completed. which give strength to Robi. SWOT analysis of Robi is given below: STRENGTHS GOOD NETWORK: Robi has a Good network system all over Bangladesh. They are trying to connect all the people of our country and the have gone where people even think about to go there. SWOT analysis determines what may assist the firm in accomplishing its objectives. is a core competency of the company. NETWORK AVAILABILITY: Robi has the widest network coverage and a large number of BTS station (Tower) all over Bangladesh. They are investing more money to the company. HIGH ETHICAL STANDARD: Robi is strict to follow its ethical standard.

handset barrier and slow connectivity are hampering WAP‟s popularity. lack of know how about interactive services and also because people are reluctant to speak to a machine. But for its future market expansion and to reach its new segment of customers more effectively in efficient manner Robi needs to take bold steps from now on. 21 | P a g e . and poor connectivity with BTTB result in bad image of the company. -Usage of Short Message Service is still low due to lack of promotion. congestion. sometimes customers get confused about their bill. Even though per unit call charge is mentioned. unawareness of handset configuration and un-ergonomic nature of keypad. -Difficulty in Configuration. SOME VALUE-ADDED SERVICES ARE NOT SUCCESSFUL: -Voice Mail service due to language barrier. -Lack of co-ordination is used as an excuse not to solve. lack of knowledge of English. COMPLICATED PRICE STRUCTURE: Post-paid call charge is very complicated to the customers. Robi ‟s current market expansion with its short-term distribution channel goal meet it present requirement. lack of promotions.WEAKNESS NETWORK LIMITATION: Call drop. NO LONG-TERM DISTRIBUTION /CHANNEL STRATEGY: Robi has not yet taken initiatives of its long-term distribution channel strategy.

 Question 7: What Strategic Moves Are Rivals Likely to Make Next? Competitor Analysis  Successful strategists take great pains in scouting competitors o Understanding their strategies o Watching their actions 22 | P a g e . Provide online banking facilities through mobile phone Increase the Brand Value by offering IPO THREATS         Aggressive marketing from other operators Increased marketing/operating costs New entrants Possibility of Merger among competitors After converting into PLC more information has to be disclosed Increased bargaining power of the consumers Switching power of customers has increased Customer dependency on new technology. Economic development Improved technological improvement and network coverage Focus on CSR program Increased socialization Demand for new & innovative products.OPPORTUNITIES         Focus on additional requirement.

o Evaluating their vulnerability to driving forces and competitive pressures o Sizing up their resource strengths and weaknesses and their capabilities o Trying to anticipate rivals’ next moves Predicting Moves of Rivals  Predicting rivals’ next moves involves o Analyzing their current competitive positions o Examining public pronouncements about what it will take to be successful in industry o Gathering information from grapevine about current activities and potential changes o Studying past actions and leadership o Determining who has flexibility to make major strategic changes and who is locked into pursuing same basic strategy 23 | P a g e .

Our case organization. Though there are some problems in political and legal ground.which can contribute to the dream of ‗digital Bangladesh‘. It also has excellence in CSR activities which is clearly evident form its ubiquitous presence in social development in Bangladesh. From this study. It also has resilience in its diversified business model. we have the following recommendations for Robi:  It should revise its tariff plan according to the market trend  It should develop a recruitment policy based on the rules and regulation of Bangladesh  It should focus on leadership development from local tenants  It should hire professionals for negotiation and conflict management 24 | P a g e . the industry is lucrative enough for rapid growth and expansion in ICTs. it can be said that this industry still has potential for growth with profitability. Robi has positioned itself in the best way to explore all opportunities from the environment with its core competencies and competitive strategies.Conclusion and Recommendation: From this long discussion about the mobile telecom industry in Bangladesh. Robi‘s strategy implementation is best in the industry and its corporate governance is up to the international standard. Thus Robi has achieved excellence in all of its business activities and proudly earned the leadership position in Bangladesh telecom industry.

 It should develop more resilience in its business model to absorb the uncertainty stems from the macro environment 25 | P a g e .