HRM-370.

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Managerial Skills Development & Leadership

HRM-370.3 (Spring-2021)

CASE-1 (Grameenphone)

Submitted To:
Mr. Tajuddin Ahmed (TUA)
Lecturer
Department of Management
North South University
DATE: 22nd March,2021

Submitted By
Group - A

Juairia Mosharaf Amrin Hossain

Samira Islam Tanjila Akther Umama Anta
ID:1521550030 ID:1631940030 ID:1712794030 ID:1811662630

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Letter of Transmittal

22nd March, 2021

To,
Mr. Tajuddin Ahmed
Lecturer, Department of Management
School of Business and Economics (SBE)
North South University
Dhaka, Bangladesh

Subject: Submission of Group Case Study-1 (Grameenphone)

Dear Sir,
With due respect, we would like to present our Case Study on Grameenphone
to you. We have worked hard to solve and prepare this Case Study. It is a
great pleasure for us to present and work on our case Study of
Grameenphone.
Sincerely we hope that you will find this Case Study interesting and
informative. Thank you for your supportive consideration and inspiration
without which we would not be able to complete this Case Study. We are
requesting you to give your precious advice on our effort. For further
clarification in interpreting this Case Study, we will be glad to oblige you.

Sincerely yours,
Members Name:
1. Samira Islam (1521550030)
2. Tanjila Akther (1631940030)
3. Juairia Mosharaf Umama (1712794030)
4. Amrin Hossain Anta (1811662630)

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Executive Summary

This Case Study is about Grameenphone, a born leader of

Telecommunication industry. We have solved and prepared to show the
importance of some aspects in Grameenphone like background, identification
of development needs, internal and external needs assessment and existing
arrangements.

Throughout the Case Study, we have found some Human Resource related
and other problems which are currently faced by Grameenphone. We have
also investigated that some internal and external needs assessment of
Grameenphone. We have searched ongoing process of Grameenphone
through existing arrangement- here we have analyzed what are the current
arrangements existing in the Grameenphone.

The success of Grameenphone is completely dependent on how effectively it

utilizes its optimum resources and how soon it makes arrangements for the
removal of the customer’s hardship. According to the requirements of
Grameenphone, some necessary changes are needed for attracting more
customers and maintaining a substantial growth in the market. And for this
reason, an effective human resource management, recruiting and selection of
the employees have to be ensured.

One of the basic strategies of Grameenphone is to cover both urban and rural
areas. Grameenphone was the first operator to introduce GSM Technology in
this country. There are currently over 30 million internet users in GP network.
BDT 29,900 crore has been invested by Grameenphone to build the network
infrastructure. The people of Grameenphone are young, dedicated and
energetic.

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Table of Contents

Executive Summary...........................................................................................3
Background........................................................................................................5
Identification of Development Needs...............................................................12
Internal/External Needs Assessment..............................................................13
Internal needs assessment:.........................................................................13
External needs assessment:........................................................................14
Existing Arrangement......................................................................................17

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Grameenphone
Background

Leader of the Telecom Industry

Grameenphone, broadly known as GP, is the leading broadcast

communications benefit supplier in Bangladesh. With more than 27 million
endorsers, Grameenphone is the biggest cellular administrator in the country.
It may be a joint wander endeavor between Telenor and Grameen Telecom
Enterprise, a non-profit sister concern of the globally acclaimed microfinance
organization and community improvement bank Grameen Bank. Print media
is one of the most grounded ATL (Over the Line) communicating instruments
within the communication channel of Grameenphone. Grameenphone keeps
aside a colossal rate of cash from their add-up to the budget of ATL
advancement for print media. Advancing through print commercials is very
complicated and includes a parcel of handle and authorizations.
Grameenphone, broadly known as GP, is the driving broadcast
communications benefit supplier in Bangladesh. Grameenphone proceeds to
be the biggest versatile phone administrator of Bangladesh with more than 5
million endorsers. Grameenphone, has built one of the most extensive
infrastructures of Bangladesh and is a major contributor to the development of
the national economy.

Village Phone program

Grameenphone, the leading broadcast communications administrator of

Bangladesh is a portion of Telenor Bunch which incorporates a nearness in
13 markets over Europe and Asia. Sometime recently Grameenphone’s
initiation, the phone was for a chosen urbanized few. Grameenphone began
its travel with the Town Phone program: a spearheading activity to engage
provincial ladies of Bangladesh. The title Grameenphone interprets to “Rural
phone”.

The largest cellular network in the country

Grameenphone was the primary administrator to present GSM Innovation in

this nation. Since its initiation, Grameenphone has built the largest cellular
arrangement within the nation with around 13000 base stations. The whole
Grameenphone arrange is 3G/EDGE/GPRS empowered, permitting get to
high-speed Web and information administrations from anyplace inside the

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scope region. There are right now over 30 million Web clients within the
Grameenphone arrange.

Introducing GSM Technology

Grameenphone was the primary administrator to present GSM Innovation in

this nation. Grameenphone spearheaded the at that point breakthrough
activity of portable to mobile telephony and got to be the primary administrator
to cover 99% of the country’s individuals with arranging. Since its inception,
Grameenphone has built the biggest cellular arrangement within the nation
with approximately 13000 base stations. By and by, about 99 percent of the
country's populace is inside the scope range of the Grameenphone arrange.
Grameenphone has continuously been a pioneer in presenting new products
and administrations within the neighborhood telecom showcase.
Grameenphone was too the primary media transmission administrator in
Bangladesh to present the pre-paid benefit in September 1999.

Largest telecommunications service Provider

Nowadays Grameenphone is the driving and biggest broadcast

communications benefit supplier in Bangladesh with more than 63 million
endorsers as of September 2017. Grameenphone is one of the biggest
citizens within the nation, having contributed more than BDT 52,340 crore in
coordinate and roundabout charges to the Government Exchequer over a
long time. Grameenphone has been recognized for building a quality arrange
with the largest scope over the nation whereas advertising inventive items and
administrations and committed after-sales benefit.

Line of strategy & The special experts

Grameenphone essential procedure is the scope of both urban and rustic

ranges. In differentiate to the "island" methodology taken after by a few
companies, which includes interfacing disconnected islands of urban scope
through transmission joins, Grameenphone builds persistent scope, cell after
cell. Whereas the concentrated scope may change from region to range
depending on showcase conditions, the fundamental procedure of cell-to-cell
scope is connected all through Grameenphone organize.

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Expert Employees & Their opportunities

The individuals of Grameenphone are youthful, committed, and lively. All

representatives are well taught at domestic or overseas, with an indeed
conveyance of guys and females and social bunches in Bangladesh. They
know in their hearts that Grameenphone is more than phones. This sense of
reason gives them the commitment and the drive, creating the greatest scope
and subscriber-base within the nation. Grameenphone gives rise to business
openings and recognizes the abilities and vitality of its workers.

Awarded License & Precious people of the company

It is one of the largest taxpayers in the country, having contributed more than
Grameenphone Ltd. built its organization on a country premise. As of
December 2017, the company arrange secured more than 99% of
Bangladesh’s populace with 2G administrations and more than 92% populace
with tall speed 3G systems. The company was granted the permit of 4G/LTE
cellular versatile phone administrations on 19 February 2018. Grameenphone
Ltd. has so distant contributed more than BDT 313 billion to construct the
organized framework. BDT 585 billion in direct and indirect taxes to the
Government Exchequer since inception. Grameenphone nearly doubled its
subscriber base during the initial years while the growth was much faster
during the later year. It ended the inaugural year with 18,000 customers,
30,000 by the end of 1998, 60,000 in 1999, 193,000 in 2000, 471,000 in 2001,
775,000 in 2002, 1.16 million in 2003, 2.4 million in 2004 and 5.5 million in
2005 customers. Currently the customer base of Grameenphone is over 20
million. The organization is driven by the Chief Official Officer, together with
the other division heads who are in turn administered by the Board of Chiefs.
The CEO includes an agent CEO to help him, who too includes an uncommon
part within the partner relations of the company.

Benefit scheme for employees

Grameenphone considers its representatives to be one of its most imperative

resources. GP has a broad worker advantage conspire input counting Tip,
Provident Support, Gather Protections, Family Wellbeing Protections,
Transportation Office, Day Care Middle, Children`s Instruction Back, higher
Instruction Back for representatives, In‐ House Restorative Bolster and other
initiatives.

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Buyers and sellers of services

Grameenphone offers the most extensive scope in Bangladesh. The populace

scope has expanded from around 85% in 2005 to over 90% in 2006. Right
now, the populace scope is 98%. In expansion; Grameenphone too offers
GPRS in most of the nation and EDGE in urban ranges. From the
exceptionally starting, Grameenphone put accentuation on giving great after‐
sales administrations. In later a long time, the center has been to supply after‐
sales inside a brief remove from where the clients live. There are presently
more than 400 GP Benefit Center, 20 GPC Establishment, revive retailers:
1,05,000+, add up to retailers: 18000+, merchants: 96, Single hotline which
works 24/7; the nation covering all 64 locales. In expansion, there are 62 GP
Client Centers in all the divisional cities and they stay open from 8am‐7pm
each day counting all occasions.

Skilled employee of Grameenphone

Grameenphone has created direct and backhanded work for a huge number
of individuals over a long time. The company directly has more than 6,000 full‐
time, part‐time, and legally binding workers. Another 70,000 individuals are
specifically subordinate on Grameenphone for their business, working for the
GP merchants, retailers, scratch card outlets, providers, merchants,
temporary workers, and others.

“One stop solution" for customers

Grameen Phone centers serve as a "one-stop solution" for clients, with all
broadcast communications items and administrations, beneath a single roof.
They are deliberately found in all major areas of the nation. The
Grameenphone Centers are planned to extend client fulfillment by joining
deals and after-sales administrations in an open, neighborly, and comfortable
environment.

Value-added services

Grameenphone too presented a number of value-added administrations amid

the final eight a long time. It may be famous that Grameenphone was the
primary mobile phone administrator within the nation to present value-added
administrations like Voice Mail Benefit, Content Mail Benefit 30, and fax and
information transmission administrations. Grameenphone too propelled the
Remote Application Convention (WAP).

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Short-term plan & long-run plan of GP

The Grameenphone Community Data Center could be a shared preface

where country individuals may get to a wide-range of state of craftsmanship
administrations such as Web, voice communications, video conferencing, and
other data administrations. This activity by Grameenphone is in line with the
company's objective to serve neighborhood community needs. The short-term
plan of this activity is to set up at slightest one CIC in each of the 462
Upazilla's. Within the long-run Grameenphone plans to extend the number of
CICs considerably so that exceptionally CIC can back the data needs of four
adjoining towns.

Marketing strategy of GP

Grameenphone employments diverse sorts of showcasing methodology in

portioning advertise to extend their deal. As well as they have few issues
(publicizing, call rates, division market, target market, etc.) this is often truly
dangerous for them in the event that it is compared with other driving
companies. To be the driving supplier of telecom administrations all over
Bangladesh with satisfied customers, shareholders, and excited workers, GP
incorporates a double reason: to get an economic return on its ventures and
to contribute to the financial improvement of Bangladesh where broadcast
communications play a basic part. The mission is to supply esteem at a
financial taken a toll, prepare in differing qualities, and proceed to contribute
to the development of industrialization in Bangladesh by being the showcase
challenger. GPs’ advertise structure is exceptionally solid to other media
transmission companies. GP makes a great conveyance channel to serve
their item. GP moreover set a solid organizing framework.

Market competitor

GP continuously analyzes the competitor markets since competitors are all of

a sudden propelled modern bundle additionally moo call rates. Fundamentally
they fragment their showcase in considering two components; one is a
statistic and another is geographic. Geographic segmentations call for
isolating the advertise into diverse geological units such as nations, states,
cities, etc. GP gives a universal meandering framework for their client to
utilize other nations. Statistic division isolates the advertisement into bunch
based on variables such as age, sex, family measure, lifecycle, wage, etc. GP
offers GP national for all sorts of clients. GP continuously does investigate the
advertise and competitors to come up with diverse unused items and
administrations as they have distinctive fragments for their diverse focused on
clients. GP makes a solid showcasing relationship may incorporate endorsers,

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showcasing channel individuals, providers, competitor investigation and inside

groups.

GP Employees Services and Promotions

GP offers different advancements for their supporter like reward conversation

time for night conversation, free SMS, free t-shirt, cap, etc. GP gave the
promotion of their item through electronic and no electronic Media. Too GP
has a diverse assortment of items and administrations which incorporates
three fundamental assigned benefits are paid ahead of time, postpaid and
web administrations. Based on these three assigned benefits GP makes
diverse call rates and web offers. Together with these administrations, GP has
other distinctive items like universal wandering, Gadget: handset and modem,
adjoining businesses: money-related administrations, discount
administrations, GPIT. Moreover, GP gives distinctive esteem included
administrations (VAS) to the client which incorporates assortment esteem
included media and SMS administrations. Cost is important for each sort of
administrations. GP are continuously attempts, to supply the best benefit for
moo costs.

Human Resource Division

The divisions are free from any divisions. The names of the 5 divisions are
Organization Division, Income Affirmation and Extortion Administration
Division, Data Division, Inner Review Division, Lawful and Compliance Office
Human Asset Division is one of the foremost imperative divisions in
Grameenphone. It basically works for the workers, with the representatives.
This division is primarily dependable for building and farming representatives.

Economic Sustainability of Grameenphone

This money-related esteem does not incorporate the financial development
that Grameenphone has accomplished due to its colossal number of
endorsers and the biggest advertise share. The effect of this accomplishment
on the country’s economy may well be indeed bigger. The client benefit Office
took up numerous client-centered actives in 2005. Focusing on client relations
and overall upgrade of after deals benefit quality. The contact middle regularly
incorporates one or more online call centers but may incorporate other sorts
of client contact as well counting e-mail, bulletin, postal mail, site request and
chats, and the collection of data from the client. A contact center is for the
most part portion of an undertaking by and large client relationship
administration.

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Recruitment practice of GP
The enrollment hone is done primarily on two standard methods of enlistment.
They ordinarily carry out in-house enlistment and/or post online work
advertisement posting. They as a rule select new graduates and permit them
to develop within the company. Applications gotten are carefully sifted and
ordinarily, call a modest bunch of candidates for the post. The choice handle
has two steps; firstly, there's a composed test. Candidates are tried
fundamentally on job-related skills and their expository capacity at the side a
few open-finished questions relating to their mental behavior. Chosen
candidates are called up for a meet within a week.

Opportunity for all employees

Grameenphone gives break even with a business opportunity for all
Bangladeshi citizens. It is the approach of the Company to pull in, hold and
propels qualified and gifted representatives inside the Company. To do this,
the Company offers a competitive stipend bundle and gives rise to
opportunities for career improvement for all workers. It is accepted that in
arrange to realize the company’s objective, there must have effective and tall
caliber human assets. Hence, the Company pays the greatest consideration
and endeavors in enlisting profoundly qualified and competent workers who
are willing to confront challenges in accomplishing Company’s objectives. The
part of HR in regard to pulling in, holding, and propelling qualified and talented
workers is gigantic. The detailing and execution of a sound Employment
Policy have extraordinary significance within the fulfillment of craved targets.

Renowned telecom organization

Grameenphone is one of the foremost renowned telecom organizations within
the nation. From the think about displayed here in over, we come to know
numerous faces of the multi-dimensional world of telecom communications.
Grameenphone telecom has in its claim with uniqueness in its modus
operandi, change in their forcefulness and power and relativity in their
positions. Their move capacity, helplessness to dangers, openings, qualities,
and their natural shortcomings posturing deterrents in their travel to the sky all
shift radically and justifiably. Grameenphone publicizing is exceptionally much
colorful, excited, exciting, and engaging and so is the fantasyland made on
our minds by the promoting. On the premise of the advertise idiosyncrasies of
the print media on which they think about was conducted, it can be concluded,
as such, that the most center of them was on the more youthful section of the
society considered as the urban slant setters.

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Identification of Development Needs

1. The employee designation in first two years was time dependent.

2. The new recruits didn’t get a chance to work in real life projects.

3. The profit-sharing policy is problematic; according to the present policy

75% will be given as seniority and according to designation of the
employee on the other hand 25% on performance in that period.

4. There is a lack of salary and compensations for the improvement of

employees.

5. The activity of an employee was reviewed by only one person.

6. Every employees and employers have not good bonding to discuss all
internal and external issues. There are a few communication gaps
between different departments’ employees.

7. Many viewers pointed that the advertisements did not had good
mixture of color combinations.

8. There is a lack of Improvement in the customer service lines as some

of the users have to wait long to get help or responses from them.

9. Different television advertisements of Grameenphone are confusing to

the users. The advertisements are failing to pass on the information
they are trying to promote and the message is not clear to the users.

10. There are some discrepancies in the employees’ performance and

effectiveness- from top management to factory floor workers, like
inability to give quick customer services in some regards,
communication gap etc.

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Internal/External Needs Assessment

Internal needs assessment:

1. Grameenphone should increase more co-ordination among the

departments.

Does the performance discrepancy exist?

If the communication gap between the departments can be reduced then it will
increase the productivity and profitability of Grameenphone.

Is it important to the organization?

For better performance of the employees, having more profit, and achieving
competitive advantage, it is important to the organization.

Is it correctable through employee development?

Employee development can correct this issue. Developing the communication

skills of the employees will help the employees to correct this issue.

Is employee development the most cost-effective solution to be applied?

Yes, developing the communication skills of the employees will be the most
cost-effective solution for this issue.

2. Grameenphone should make their line of strategy more advanced.

Does the performance discrepancy exist?

Grameenphone network structure needs to be much more advanced and well

designed for having a competitive advantage. It will also improve the
performance of the employees.

Is it important to the organization?

As a telecommunication service provider, it is important to the

Grameenphone. It will give them the best opportunity to achieve a competitive
advantage.

Is it correctable through employee development?

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Employees can correct this issue if proper training is given to them. 

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Is employee development the most cost-effective solution to be applied?

Yes, employee development is the most cost-effective solution to make the

line of strategy more advanced.

3. Grameenphone should concentrate on the likings and tastes of

target groups.

Does the performance discrepancy exist?

Grameenphone may not achieve the competitive advantage and more profit if
it doesn’t concentrate on the likings and tastes of the target groups.

Is it important to the organization?

It is important to the organization for having the competitive advantage of the

company.

Is it correctable through employee development?

Developing the employees of the commercial division is needed and it is

correctable through employee development.

Is employee development the most cost-effective solution to be applied?

Yes, developing the employees of the commercial department of the

Grameenphone is the most cost-effective solution to this issue.

External needs assessment:

1. The HR department of the Grameenphone should be more

retaining and motivating.

Does the performance discrepancy exist?

It will motivate the employees to work sincerely for the organization.

Is it important to the organization?

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For the better performance of every employee, it is very important to the

organization.

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Is it correctable through employee development?

Developing the employees of the HR department is correctable.

Is employee development the most cost-effective solution to be applied?

Yes, developing the employees of the HR department is the most cost-

effective solution.

2. Grameenphone should have an individual department for

training.

Does the performance discrepancy exist?

It will improve the performance of the employees and also the training and
development of the employees can be done in proper ways.

Is it important to the organization?

For the better performance of the employees, it is important to the

organization.

Is it correctable through employee development?

This is correctable through employee development.

Is employee development the most cost-effective solution to be applied?

Developing the employees for accurate and proper training will be the most
cost-effective solution.

3. Grameenphone should have a fixed criterion of its reward

system.

Does the performance discrepancy exist?

When the employees will know that exactly what they are getting back extra
from the organization for their hard work as a reward they will be more
motivated to work hard and sincerely. 

Is it important to the organization?

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For better performance of the employees and doing fair for every employee, it
is important to the organization. 

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Is it correctable through employee development?

It is correctable through employee development. Employees of the HR

department should work on it.

Is employee development the most cost-effective solution to be applied?

Yes, employee development is the most cost-effective solution to solve this

matter.

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Existing Arrangement

1. The performance of each employee is reviewed every six months and the
employee’s worth in the company depends on that.

Pros:

a)    This is very much beneficial for the organization because throughout this
evaluation Grameenphone can get their top performer employee.

b)    Basically, it clarifies the employee’s role and status in the organization.
Some workers like to know where they stand regarding their job performance
and want to see what else they can do for the company.

c)    If Grameenphone reviews their performance every six months then both
manager and employee keep performance appraisal records and can looking
back review the changes in the performance in the future.

Cons:

a)    In an organization every employee does not perform equally. So, for this
employee review, sometimes employees might lose their motivation and
cannot perform well.

b)    It can be a waste of time if it is not done appropriately.

c)    If an employee performs well and then feels that they were assessed
unfairly, that time there is little motivation left for an employee to stay with the
company.

2. Grameenphone Ltd arranges various training programs in job-related

subjects for the development of its employees.

Pros:

a)    This is usually arranged when the employee is not involved in any active
project. This helps to utilize the free time and also comes in the best interest
of the company and the employee.

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b)    Through various training they will learn to adopt new technologies and
methods.

c)    It will Increase job satisfaction and morale among employees.

Cons:

a)    Some time, training staff takes a lot of time. This time is usually taken out
of a working day, which could affect the work and productivity levels.

b)    At the time of training sessions which lead for long hours, employees feel
bored and they cannot consternate full long session.

c)     As long as for training GP arrange proper training setup for their
employees. So, for that reason, they spend lots of money to create a proper
training setup and other things.

3. Grameenphone provides equal employment opportunities for all

Bangladeshi citizens.

Pros:

a)    This is the policy of the Company to attract retain and motivate qualified
and skilled employees within the Company. It will create a good image of the
company.

b)    As Grameenphone provides equal employment opportunity for that reason

their female employees will get motivation and they will perform well because
there is no glass ceiling concept in Grameenphone.

c)    Throughout equal employment opportunity Grameenphone will get their

top performer employee according to his/her performance.

 Cons:

a)    Employees from different groups may avoid other groups, reducing the
benefits of diversity.

b)    Employees from different cultures that value respect to management may
not speak up without support.

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c)    Maintain proper communication may be tougher in various workforces

even if everyone is speaking English.

4. Grameenphone Ltd believes in performance rather than age. People with

potential should be at the top rather than being stuck at the bottom.

Pros:

a)    It would be a great opportunity for young employees. Young employees

will get motivated and give their best performance for the senior position.

b)    Senior employees also develop their skills to compete with young
employees.

c)    It would be fair employment for the employees.

Cons:

a)    Seniors have more experience rather than young employees but
sometimes for health issues or other problems, seniors are not performing
well like young employees. In this case, seniors lose their motivation from
their work life.

b)    Seniors and young employees are might get clash among them.

c)     Sometimes employees feel stress because of the competition between

seniors and juniors.

5. Grameenphone always encourages recruiting fresh graduate students.

Initially, they provide training to their new employees first three months, and at
that time the employees are usually not allowed to work in any real-life
projects s and based on the level of expertise they are induced to the real-life
projects.

Pros:

a)    Grameenphone can get e excellent employee for a suitable position.

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b)    New fresh graduate employees will understand what will be his/her real-life
job task.

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c)    Throughout the training period the new employee will learn many things
also he/she will learn how to work on under pressure and manage everything.

Cons:

a)    Basically, most of the young employees are very much excited about their
first job but as Grameenphone does not allow to work on any real-life project
in the first three months that time young employees might get frustrated
because they are not allowed to work on a real-life project.

b)     Grameenphone may face loss for this reason because sometime after
three months training period employee leaves the organization because they
cannot handle the pressure level.

c)    Throughout the training session, some employees do not understand their
tasks properly. So, these kinds of employees are only a waste organization’s
time. 

6.Grameenphone Ltd has generated direct and indirect employment for a

large number of people over the years.

Pros:

a)    Many people can get a chance to work with organizations like
Grameenphone.

b)    For a large number of emplacement people getting a job and it will help to
reduce unemployment from Bangladesh.

c)    As Grameen claims that they provide equal employment chance to make
female employees so it can be a great opportunity for the females in our
country.

Cons:

a)    As Grameenphone appoint direct and indirect employment so for the

reason, some people lose the chance work with Grameenphone Ltd.

b)    Grameenphone mostly encourage fresh graduate student for their

company. For that reason, experienced employees do not get any chance to
join Grameenphone Ltd.

c)   A large number of employee recruit is very much costly for the company. 

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