Case Analysis

ROBI is the dynamic and leading end-to-end countrywide GSM mobile communication solutions
of TM International (Bangladesh) Limited. Robi’s customer centric solution includes value
added services (VAS), quality customer care, digital network security and flexible tariffs. It is a
subsidiary of Axiata Berhad Malaysia. Grameenphone had a SIM card market share of 47%. In
addition to Grameenphone, there are five other mobile operators in Bangladesh. These operators
and their market share according to Bangladesh Telecommunication Regulatory Commission
(the BTRC) data as at 30 June 2019 are: Banglalink (with a market share of 21%), Robi (with a
market share of 18%), Airtel (with a market share of 8%), and Teletalk (with a market share of
6%). Currently Robi is operating both prepaid and postpaid services for the customers of
Bangladesh. It has other value added services for its customers.

Some socio-economic factors driving the growth in telecommunication industry. One of them is
the Stable macro-economic scenario driving the growth in Bangladesh Telecommunication
Sector. The population of Bangladesh is growing along with large number of young and middle
aged group population are accelerating the pace of growth in telecommunication industry. The
subscription penetration fee is very much low compared to other markets. The number of
smartphone penetration has been increased as a result the customers are consuming higher
amount of data. The vision of “Digital Bangladesh” by the government driving the growth in
telecommunication industry for every brands.

The success of Robi in Bangladesh depends on three major factors. The success of a telecom
company depends on the availability of capital and smart strategy, primarily through foreign
direct investment. The rapid growth of technology options leads the success of a telecom brand.
The growing purchasing power of the consumers, primarily due to remittance income and labor-
intensive export earning of the ready-made garment industry.

Robi has a good fit with its strategy and other factors such as structure, systems, management
style, and human resources (staff and their skills), as depicted in the McKinsey 7-S framework.
The activities of Robi can be divided into primary and support activities.

The main strength of Robi is that they have a strong capital base, an experienced management
and an outstanding market share. They have the opportunity to expand their business in
Bangladesh. They can raise their fund through introducing new product and entering into the
capital market operation. But they don’t have enough credentials for preventing external issues
and whereas their competitors are doing very well. Robi has been suffering from inadequate
input for successful budgeting and strategic business plan.
Robi segment their customers through demographic, geographic, psychographic and behavioral
segmentation.

The goal of Robi is to maintain a sustainable relationship with the customers. They always want
to increase the trust and commitment among the stakeholders. They always look for improved
co-operation and increased commitment. Through these they want to ensure the satisfaction of
the customers. All the customers are not same. that’s why Robi differentiate its customers for
providing them with a better service.

Conclusion

Based on the present market demand and future trends, cellular telephone service is going to
have a strong fight with the social sites not only in Bangladesh, but also throughout the world.
ROBI is very optimistic that with the expansion of network & coverage and more
interconnection of PSTN, they would be able to increase their customer base, sales revenue and
customer satisfaction. The strategies that ROBI are adopting now a days and planning to
introduce in coming days, in line with the vision to become the number one operator by year
2020 is based on today’s market scenario and dynamics. However, the strategies might be
changed and ROBI may change the overall strategies OR some strategies due to tackle any
dynamic market situation and acquire the market share.