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Acknowledgement
part of this task since its origin. The composition of this undertaking has
this errand would not have been f inished. It is to them we owe our most
profound appreciation.
for her unmistakable and point by point rules about how the term paper
ought to be. She made things clear in the class, and if considerably after
t h a t w e f e l t p e r p l e x e d a b o u t a n yt h i n g , s h e k i n d l y a s s i s t e d u s f u r t h e r . W e
c o m m i t m e n t a n d c o n s t a n t a s s i s t a n c e o f M r . S ye d M a s u d M a h m o o d , t h e
each one of those individuals, who helped us while undertaking this task.
Grameenphone 3
Table of Contents
Acknowledgement ...................................................................................................................... 2
1. Mission Statement................................................................................................................... 4
6. Objectives ............................................................................................................................. 18
8. Conclusion ............................................................................................................................ 25
Grameenphone 4
1. Mission Statement
2 . Executive Summary
G r a m e e n p h o n e ’ s p u r p o s e i s t o c o n n e c t yo u t o w h a t m a t t e r s m o s t a n d
e v e r yo n e t o i m p r o v e t h e i r l i v e s , b u i l d i n g s o c i e t i e s a n d s e c u r i n g a b e t t e r
c u s t o m e r s . T h e i r v a l u e s a r e t o b e i n s p i r i n g , m a k e i t e a s y, b e r e s p e c t f u l , a n d
keep promises.
Grameenphone 5
Board of
Directors
S M Imdadul
Yasir Azman
Hoque
Chief Executive Officer Company Secretary
Solaiman Alam
Chief Digital & Strategy Officer
Grameenphone 6
H i e r a r c h y o r B a n d s a s r e f e r r e d t o i n G r a me e n p h o n e :
Senior
management team: Directors & Deputy Directors
(Band B)
4. Situation Analysis
Internal Factors:
t h e e m p l o ye e s ’ b e h a v i o r a n d a c t i o n s e f f e c t i v e l y. T h e i r k e y v a l u e s a r e
intensely held and widely shared. They have strong connection between
their shared values and behaviors. They motivate and encourage their
e m p l o ye e s i n a n u m b e r o f w a ys :
t h e i r o r g a n i z a t i o n . F o r t h a t , t h e y h a v e m a d e s o m e p h ys i c a l
e m p l o ye e s , n o t e v e n f o r t h e C E O o r t h e C X O s , i . e . , n o
c u b i c a l d e s k s ys t e m e x i s t s i n t h e i r o f f i c e a n ym o r e . T h e r e
a r e a l l o p e n d e s k s . A n yo n e c a n s i t a n y w h e r e a n d a l t o g e t h e r .
I f o n a n y p a r t i c u l a r d a y a n e m p l o ye e s i t s a d e s k a r r a n g e d
beside the window, the next day someone else can sit there,
T h e y d o t h i s f o r e n s u r i n g e q u a l t r e a t m e n t o f t h e i r e m p l o ye e s
a n d c r e a t i n g a s t r o n g p s yc h o l o g i c a l b o n d b e t w e e n t h e i r
e m p l o ye e s .
They practice giving ‘Thank You’ cards. These cards are found
t o w a r d s o n e a n o t h e r . M a n a g e r s G r a m e e n p h o n e t r a i n t h e i r e m p l o ye e s t o
build and show any of the 4 values that the company upholds. The
values are-
Grameenphone 8
a) Create together;
b) Be respectful;
c ) M a k e i t e a s y;
d ) A l w a ys e x p l o r e .
These ‘Thank You’ cards are given to one another when one
e m p l o ye e s h o w s a n y o r a l l o f t h e s e v a l u e s . T h e c a r d s c a n b e g i v e n b y
a n e n t r y - l e v e l e m p l o ye e t o h i s o r h e r b o s s , w h i l e t h e C E O h i m s e l f c a n
g i v e t h i s c a r d t o a n y o t h e r e m p l o ye e t o o . T h i s b u i l d s a s e n s e o f
b e l o n g i n g n e s s i n t h e c o m p a n y.
e m p l o ye e s t o r e c o g n i z e e a c h o t h e r ’ s t a l e n t s t o o . T h e y ’ r e
trained with the right skills to get their projects done in the
t h a t , w i t h t h e r i g h t t o o l s a n d t e c h n i q u e s , a n yo n e c a n p u l l u p
e m p l o ye e s . A n y o t h e r c o m p a n y c a n c o p y t h e i r s t r a t e g i e s ,
c o l l a b o r a t i o n , a g i l i t y, p a s s i o n f o r t h e d e v e l o p m e n t o f t h e
discourage procrastination.
G r a m e e n p h o n e , t h e e m p l o ye e s a r e a l s o t r e a t e d a s c u s t o m e r s .
c o m p a n y a r e a l s o t a k e n f r o m t h e e m p l o ye e s t o e n h a n c e t h e
a s G r a m e e n p h o n e i s a l s o a l w a ys c o n c e r n e d a b o u t t h e i r u s e r s .
c u s t o m e r - c e n t r i c b e h a v i o r a s w e l l a s e m p l o ye e - c e n t r i c b y
p a n d e m i c , t h e y s e n t t h e i r e m p l o ye e s a s e t o f G P b r a n d e d
t h e y c a n s h o w t h e i r c a r e t o w a r d s t h e i r e m p l o ye e s . B e s i d e s ,
t h e y h a v e c r e a t e d a s p e c i a l h o t l i n e f o r e v e r y e m p l o ye e a n d
d u r i n g t h i s s i t u a t i o n , w h i l e t h e y’ r e w o r k i n g f r o m h o m e .
I n s u r a n c e P o l i c i e s : G r a m e e n p h o n e ’ s e m p l o ye e s h a v e m a n y
a n e m p l o ye e ’ s s p o u s e , c h i l d r e n a s w e l l t h e i r p a r e n t s w h o a r e
b e l o w 7 0 ye a r s o f a g e , w h i c h a l m o s t n o c o m p a n y d o e s i n
Bangladesh.
External Factors:
Grameenphone 11
n e e d t o k n o w f o r s t r a t e g i c f o r m u l a t i o n o f t h e c o m p a n y. T h e s e f a c t o r s
include:
c o m p a n y. T h e e c o n o m i c n a t u r e a n d s e g m e n t i n c l u d e s i n f l a t i o n -
u n e m p l o ym e n t l e v e l s a n d d i s p o s a b l e i n c o m e . T h e f l u c t u a t i n g
o n e o f t h e h i g h e s t t a x p a ye r s o f t h e c o u n t r y, p a yi n g 6 7 % o f t h e i r
t o t a l r e v e n u e a s v a r i o u s t a x e s . U n f o r t u n a t e l y, d u e t o t h e
p a n d e m i c t h i s ye a r , t h e y l o s t s o m e v a l u a b l e s u b s c r i b e r s , h e n c e
investing 250 crore BDT for their network coverage, adding 132
n e w 4 G s i t e s d u r i n g s e c o n d q u a r t e r o f t h e ye a r . ( t b s n e w s . n e t ,
n.d.)
D e m o g r a p h i c : D e m o g r a p h i c a l l y, G P h a s b e e n a b l e t o b u i l d a
s t a t i o n o f 1 5 , 9 0 0 , o v e r 6 4 d i s t r i c t s i n o u r c o u n t r y. T h e i r q u a l i t y
1 1 ye a r s . T h e y h a v e s i m p l i f i e d i n t e r n e t p a c k a g e b u yi n g o p t i o n
t o h e l p t h e i r c o n s u m e r s o f a l l a g e t o u n d e r s t a n d t h e i r s ys t e m .
s e r v i c e i n M a r c h , 1 9 9 7 . C u r r e n t l y, t h e y ’ r e o f f e r i n g 3 G c o v e r a g e
t e c h n o l o g y. ( G r a m e e n p h o n e , n . d . ) T h e y a s p i r e t o m a k e o u r
c o u n t r y d i g i t a l a n d t e c h - f r i e n d l y.
o f n o t h a v i n g s u f f i c i e n t s k i l l e d e m p l o ye e s t o u n d e r t a k e t h e
u n d e r s t a n d t h e c o n s u m e r s ' n e e d s a n d w a n t s a n d w o r k a c c o r d i n g l y.
n e w a p p s , u p d a t e p r o d u c t q u a l i t y, p o r t f o l i o , n e t w o r k q u a l i t y a n d
f r o m c yb e r a t t a c k s w h i c h m a y a f f e c t t h e r e p u t a t i o n o f t h i s c o m p a n y
PESTLE, n.d.)
T h e S o c i o - C u l t u r e : R e c e n t l y, G r a m e e n p h o n e l a u n c h e d m a n y
launched a platform named Sign -line digital care for speech and
T h e ‘ K o t h a g u l o H a r i ye N a J a k S h o b d e r O b h a b e ’ c a m p a i g n h e l p s
, a n o p e n - f o r - a l l e – l i b r a r y. O n A p r i l 2 4 , 2 0 2 0 t h e y c o l l a b o r a t e d
reach out to the 100,000 lower income people and help them
p a r e n t c o m p a n y, c h o o s e s s p e c i f i c g l o b a l l o c a t i o n s a n d n a m e s
i n N o r w a y. I n B a n g l a d e s h , i t ’ s k n o w n a s G r a m e e n p h o n e ( R u r a l
P h o n e ) a n d t h e i r t a g l i n e i s ‘ C h o l o B o h u d u r ( G o B e yo n d ) . I n
N o r w a y, a s T e l e n o r . G r a m e e n p h o n e w a s a w a r d e d t h e G S M A
g a i n m o r e c l i e n t s . I n p r e v i o u s ye a r s , f r e e c a l l s b y m i d n i g h t w e r e
b a n n e d b y t h e g o v e r n m e n t , w h i c h i m p a c t e d b u s i n e s s n e g a t i v e l y,
Grameenphone 15
l o s s i n r e v e n u e . A f t e r a f e w ye a r s , m o r e t a x e s o n c a l l s w e r e
c o u n t r y’ s i n d e p e n d e n c e i n 1 9 7 1 , t e l e c o m m u n i c a t i o n i n d u s t r y
f r e q u e n c y s p e c t r u m w h i c h i s a l i m i t e d r e s o u r c e o f o u r c o u n t r y.
5. SWOT Analysis
Strengths:
Grameenphone 16
● M a r k e t L e a d e r : A s C i t yc e l l f a i l e d t o u t i l i z e t h e i r f i r s t m o v e r
advantages, Grameenphone got the second mover chance advantages
b y c r i t i c a l l y a n a l yz i n g t h e s t r e n g t h s a n d w e a k n e s s e s o f C i t y c e l l . T h e y
came up with the GSM technology which was better and provided
more advantages to the customers than the CDMA technology
p r o v i d e d b y C i t yc e l l . B y f o l l o w i n g p r o p e r s t r a t e g i e s G P i s s t i l l t h e
market leader.
● U s e r ’ s D a t a P r o t e c t i o n : T h e y h i g h l y m a i n t a i n d a t a p r o t e c t i o n p o l i c y.
They maintain don’t only their customer’s data confidentiality but
also of their stakeholders’ data.
Weaknesses:
Opportunities:
Threats:
● Losing Voice Revenue: Customers are using data through many social
media for connecting with each other more than voice calls. In future,
telecommunications companies may lose this field of business.
t h e s ys t e m s s e r v e r s b r e a k d o w n w h i c h m a y c a u s e m a j o r p r o b l e m s f o r
t h e c o m p a n y.
6. Objectives
Every company has their own goals and objectives which they want
to achieve by any means. The stated goals of Grameenphone are “To provide
healthy returns for its shareholders and at the same time, contribute to
g e n u i n e d e v e l o p m e n t o f t h e c o u n t r y. I n s h o r t , i t p u r s u e s a d u a l s t r a t e g y o f
objectives into different key focuses which they call “Must Win Battles”.
Growth
Modernization
Reputation Building
Revenue
Grameenphone 19
c o n c e n t r a t i n g o n a t o p q u a l i t y, r e l i a b l e v o i c e a n d d a t a n e t w o r k
a s e n j o y a d i g i t a l l i f e s t yl e w i d e l y a v a i l a b l e v i a t h e i r i n c r e a s i n g
a . E m p l o y e e U p s k i l l : T h e y a r e u p s k i l l i n g t h e i r e m p l o ye e v i a
learning and development (L&D) program , job
I f i t c o s t e d t h e m 5 0 p a i s a t o g e n e r a t e 1 m e g a b yt e 5 ye a r s
20paisa to generate 1 m e g a b yt e . A l s o G P i s t h i n k i n g o f
a n d d i g i t a l d i s t r i b u t i o n w h i l e i m p r o v i n g t h e i r s ys t e m a n d
m a i n t a i n t h e i r g o o d r e p u t a t i o n i n t h e s o c i e t y. F o r e x a m p l e : T o
Grameenphone 21
c o u n t r y, w h o h a v e s u f f e r e d t h e m o s t d u e t o t h e p a n d e m i c
b e s i d e t h e n e e d y, G r a m e e n p h o n e e m p l o ye e s c o l l a b o r a t e d w i t h
t h e B i d ya n o n d o F o u n d a t i o n o n t h e h a p p y o c c a s i o n o f E i d - u l -
Grameenphone runs all these campaigns and take all these initiatives
just to keep and maintain their brand image. They also promise to continue
c o n s u m p t i o n o f m o b i l e d a t a i s r e a l l y h i g h n o w a d a ys . S o
f o r s o c i a l m e d i a s a v v y c o n s u m e r s . I n t h i s b u n d l e t h e y’ l l
g e t a m e g a b yt e p a c k a g e b y w h i c h t h e y ’ l l b e a b l e t o u s e a l l
t h e y’ l l b e a b l e t o w a t c h Y o u T u b e , N e t f l i x a n d o t h e r
e m p l o ye e s t h e y a r e t a k i n g a d i f f e r e n t k i n d o f a p p r o a c h .
expenses.
Bangladesh.
7. Management Issues:
f r i e n d l y. E v e r y e m p l o ye e a t d i f f e r e n t h i e r a r c h i c a l l e v e l s w o r k s c o h e s i v e l y
w i t h o t h e r e m p l o ye e s . E a c h e m p l o ye e h a s b e e n w e l l t r a i n e d t o a c k n o w l e d g e
a n d b e h a v i o u r o f t h e e m p l o ye e s a l l i n d i c a t e t o t h e s t r o n g o r g a n i z a t i o n a l
c u l t u r e t h a t G r a m e e n p h o n e u p h o l d s . T h e e m p l o ye e s l e a r n t h e c u l t u r e b y t h e
values.
the firm. Grameephone therefore has been very much successful in doing
years. Maintaining the internal and external environments and training the
e m p l o ye e s a c c o r d i n g l y i s a d i f f i c u l t t a s k . A t G r a m e e n p h o n e , t h e L e a r n i n g
e m p l o ye e s . T h e m a n a g e r w e i n t e r v i e w e d i s M r . S ye d M a s u d M a h m o o d , t h e
a n d h a s b e e n a c o m p e t e n t m a n a g e r t h r o u g h o u t t h e s e ye a r s a n d i s r e c o g n i s e d
b y m a n y. T h e s t r o n g c u l t u r a l v a l u e s e n v i s i o n e d b y t h e c o m p a n y i s s t i l l
b e i n g w i d e l y h e l d b y t h e e m p l o ye e s . A s a m a n a g e r , i t ' s i m p o r t a n t t o m a k e
s u r e t h a t t h e e m p l o ye e s k n o w w h a t t h e y' r e w o r k i n g f o r , k e e p i n g t h e c o r e
v a l u e s o f t h e c o m p a n y i n m i n d . A l s o , g i v i n g t h e e m p l o ye e s a f l o o r t o v o i c e
Grameenphone 25
t h e i r o p i n i o n s i s v e r y e s s e n t i a l , w h i c h t h e m a n a g e r f u l f i l l s w o n d e r f u l l y,
However, it's not possible to not make errors in decision making. Not
all the packages provided by GP have been successfu l. These packages and
a p p s w e r e t h o u g h t t o b e w o n d e r f u l a t f i r s t , ye t w e r e u n w e l c o m e d b y
packages and apps have replaced those to provide better services to the
customers.
8. Conclusion
r u n n i n g s u c c e s s f u l l y o v e r t h e ye a r s . T h i s i s d u e t o t h e f a c t t h a t t h e c o m p a n y
knows how to address their customers ’ needs and wants and provide their
m a n a g e m e n t t r a i n s t h e i r e m p l o ye e s t o f o c u s t h i s e x a c t l y w h i l e r e t a i n i n g t h e
e m p l o ye e - c e n t r i c v a l u e s t o o . T h i s e n a b l e s a t r a n s p a r e n t c o m m u n i c a t i o n a n d
c o o p e r a t i o n b e t w e e n e m p l o ye e s , a p p r e c i a t i n g o t h e r s ' o p i n i o n s a n d w o r k s ,
cultural values.
Grameenphone 26
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Grameenphone 27
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