Army Institute of Business Administration (AIBA), Sylhet

Case Competition
Trigger 1.0

Group Name: Team KAIZEN

Group Members
Ashraf Hussain Fahad
Mousfiur Rahman
Ahmed Shahriar Hasan

Submission Date
March 26, 2019
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Introduction
In todays’ world, information technology plays the most significant role in shaping an efficient
business. To keep pace with the whole world Bangladesh government has also considered IT
as one of the most driving forces of change and launch campaign named Digital Bangladesh.
Government has taken an e-governance vision and promotion program for the ICT sector to
achieve significant gains in case of productivity and employment for both domestic and foreign
investors. The Government of Bangladesh amended copyright laws for software and other
intellectual properties in 2000 and introduced ICT Task Force and ICT policy in 2001 and
2002, respectively. IT becomes one of the most potential source of business for Bangladesh as
there are abundant labor with a low cost relative to India and companies are shifting to
Bangladesh to gain low cost advantage.
Company Overview
Accenture, a worldwide management consulting, technology service, and outsourcing
company, merged with GPIT to initiate its business in Bangladesh. It has business operations
over 200 cities in 56 countries consisting almost 319,000 employees, and the net revenue of
Accenture in the fiscal year 2014 was $30 billion. Basically, Accenture delivers services like
end-to-end solutions for banking and non-banking financial institutions, telecommunication
companies, and consumer goods companies in both management and operation levels.
Situation Analysis
Situational analysis is the evaluation of available information to identify the influential internal
and external factors of a business firm. In this segment we try to draw the current scenario of
Accenture Bangladesh through SWOT, PESTEL analysis, BCG matrix and Ansoff matrix.
SWOT Analysis
SWOT analysis is the acronym of four important elements strength, weakness, opportunities,
and threats. It is the internal and external strategic analysis of a business. Basically it helps to
establish quality business strategies to ensure high level business competencies. By developing
effective strategies, it can be used to assist the growth of a business. Below we would like to
analysis SOWT of Accenture Bangladesh.
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Strengths Opportunities
 Strong Brand identity  Duty and tax free imports of IT resources
 Well established infrastructure (Hardware, software)
 Adequate financing  Available skilled human resource with
low wages
 Exponential growth of demand

External
Internal

 Growing demand for Automated

technology
Weaknesses Threats
 Inefficient management  Available alternatives
 High employee turnover  High potential for merger and acquisition
of existing companies
PESTLE Analysis
PESTLE analysis is a strategic tool which is helps to analyze and monitor the macro-
environmental factors that may have an impact on an organization's performance. This tool is
especially useful when starting a new business or entering a foreign market.
Factor Considerations

Political  Tech supporting government policy

 Grants and Subsidies

Economic  Tax exemption facilities to import IT resources

 Adequate financial resources
 Lower operating cost (comparing with Indian market where the cost
of ICT business is rising)
 Available long-term equity financing and short-term working capital
offered by current government
Social  Gap between education system and industry practices
 Conventional business operation styles are changing due to the
efficient use of modern information technology (it cuts costs and
boosts efficiency)
 Emerging banking industry highly depended on IT tools.
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Technological  Emerging popularity of Automation technology has made ICT

industry more dynamic
 Innovative Management Information System practices are required to
sustain in this industry
 Hi-Tech Park Authority to facilitate entire infrastructure
Legal  Fewer restrictions for operating business
 Recent implementation of ICT tools in Education system
BCG Matrix
BCG matrix identifies busines operation on the basis of market growth and market share and
helps the organization to formulate strategies according to their current business postion. After
measuring the market share and growth of Accenture Bangladesh we can consider it as a
wildcat business.
High Wild Cat Business
Accenture Bangladesh fall under wild cat
category in BCG matrix because there is
enough potential market growth but it
Star Business
failed to grab that much market share in
Bangladesh IT market. We believe that
Market Growth

our proposed solution will turn it into a

star business

Cash Cow Business Dog Business

Low
High Market Share Low

The Ansoff Matrix

The Ansoff Matrix provides a framework that helps business executives, senior managers, and
marketers to formulate strategies for future growth and expansion. Marketing strategies can be
examined using the Ansoff matrix.
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EXISTING PRODUCT NEW

MARKET PENETRATION PRODUCT DEVELOPMENT

EXISTING
Accenture Bangladesh is following Accenture Bangladesh can offer
market penetration strategies because new and customized product for
it has already entered in Bangladesh different customer to expand
market but has not been able to attain their business and attaining more
that much market share so penetrating market share.
Bangladesh market is the best choice
for Accenture Bangladesh. They can
use the following steps to make
MARKET

penetration more fruitful along with

their existing techniques:
1. Promotional campaign in daily
newspaper, magazines
2. Advertisement in social media
3. Personalized Email
4. Advertisement in popular
websites and portal
MARKET DEVELOPMENT DIVERSIFICATION
NEW

Stakeholders Analysis
Stakeholders are influential parties of an organization and stakeholder analysis classify
stakeholders based on their interest and power towards the organization. It will helps us to
understand the different needs and demands of different stakeholders and formulate strategies
to provide the maximum satisfaction.
External Stakeholders of Accenture Bangladesh
 Government
 Supplier
 Customer or Clients
Internal Stakeholders of Accenture Bangladesh
 Employee
 Shareholders
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High
 Government  Employee
 Shareholder
Interest


 Customer or Clients Supplier


Low High Power Low

Problems and Symptoms

The core problem of Accenture Bangladesh is its business operation is not profitable enough
compared to other subsidiaries in different countries.
Symptoms 1: Continuous changes in Business Strategies
Accenture Bangladesh faced frequent change in top and mid-level management within a short
period of time which leads the entire company to a great instability. The company had
experienced turnover of three CEO’s, two COO’s and three head of marketing and numerous
other top- and mid-level changes in very short distance of time. As top level management has
changed several times therefore strategic priority and cultural aspects of the organization have
changed on a regular basis.
Symptoms 2: Weak Marketing Strategies
Accenture Bangladesh had a weak marketing promotional strategies which hinders the
reachability of Accenture Bangladesh to its potential customer. It did its promotional campaign
in few selected media. As a result they were not able to grab a strong market share and lose
revenues.
Symptoms 3: Frequent Employee Turnover
The firm has also faced high employee turnover due to low employee value proposition. Job
insecurity and dissatisfaction was the core reasons behind employee turnover. As a result
employee’s had a weak commitment towards the organization which hinders employee
productivity and efficiency.
Alternative Solutions 1: Developing Integrated Marketing Campaign
To solve the core problem of Accenture Bangladesh we have to develop a proper Integrated
Marketing Campaign to reach the message of the firm to the potential customers. IMC
campaign will cover promotional campaign through proper media such as social media
marketing in Facebook, YouTube, and advertisement on daily Newspaper and magazine,
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marketing on billboard, popular website marketing like daraz.com, bikroy.com. Pros and Cons
of this solutions are-
Pros Cons
1. High awareness among target customer 1. High marketing cost
2. Interactive communication with potential
2. Faulty information could lead to disaster
customers
3. Getting insight of market demand
4. Better knowledge about customer wants and
demand
5. Helps to select the right objective for the
organization
Alternative 2: Golden Hand-shake with current workforce
Since the problem is also lies with the current management which belongs to GPIT’s inherent
management so a drastic change in the human resource could help Accenture Bangladesh to
establish its own management style. The pros and cons of this solution are illustrated below
Pros Cons
1. Getting new workers with new ideas and
1. It reduces conflict between executives and
experience shareholder.
2. It is easy to develop a distinct business
2. Future potential employees might have
environment with new employees negative impression towards Accenture
3. It will give a chance to Accenture Bangladesh’s employee value proposition
Bangladesh to recruit its own management
3. Might hamper the long-term existence of the
stuff by evaluating the standard they are organization
looking for.
Alternative 3: Intensive Training and Development Programs
Executing vigorous training and development programs could be an option to amend current
management problem and reduce employee turnover. These training programs will include
benefits associated with appropriate marketing programs and understanding customer needs.
Recommendation
After evaluating all three proposed alternative solutions, we recommend Alternative 1 is the
best option for Accenture Bangladesh to confront the current situation. A well-planned
structured IMC program can bring maximum benefit for the organization. Not only it will
enhance the customer awareness but it can also help the firm to grab maximum market share.
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Proper utilization of the IMC tools will help the organization to develop appropriate strategy
for the firm and proper formulation and application of strategy will assist to increase employee
productivity and satisfaction. As a result, working environment will be friendlier for employees
and employee turnover will be minimized.
Milestones and KPI
Some suggested key performance indicators described below.
 55 percent increase in market-share in next 3 to 4 years
 Raising net revenue by 35% in next 2 years
 Develop employment branding
Contingency plans
If Accenture Bangladesh failed to achieve the satisfactory performance stated above through
application of proposed solution then we will execute below mentioned contingency plans
1. We will develop in-house agency for our promotional activities
2. To maintain a stable management we will use proper succession plan

We believe that our proposed recommendation will fix the current problematic situation of
Accenture Bangladesh.