PROJECT TITLE : PESTEL ANALYSIS ON GRAMEENPHONE’S MARKETING,

FINANCE & HUMAN RESOURCE ACTIVITIES

• PRESENTED BY:- AZFAR HOSSAIN MONOWER HOSSAIN ASSAD AL MAMUN SAZZAD HOSSAIN SIFAT ISHTIAQ HOSSAIN

INTRODUCTION

Grameenphone is the leading telecommunication service provider in the country with more than 23 million subscribers as of January 2010. It is a joint venture enterprise between Telenor (55.8%) and Grameen Telecom Corporation (34.2% ). The other 10% shares belong to general retail and institutional investors. Grameenphone launched its service on the Independence Day of Bangladesh in March 26, 1997.

PESTEL FACTORS AFFECTING GRAMEENPHONE’S MARKETING

DEPARTMENT• ECONOMICAL FACTORS Sponsorship : Grameenphone does a lot advertising through

sponsorship. These activities include sponsoring Bangladesh National Cricket Team, organizing fairs & different events etc.

• POLITICAL & LEGAL FACTORS When the Government imposed an embargo on low call rates, the

sales of Grameenphone dropped For security reasons, the Government restricted the use of mobile

service in the hilly areas. This caused a fall in sales promotion Grameenphone strictly follows Companies Act (1994) &

Cosumers Rights Act (2009) imposed by the Government

PESTEL FACTORS AFFECTINGGRAMEENPHONE’S MARKETING

DEPARTMENT

• SOCIAL & ENVIRONMENTAL FACTORS Helping the Victims of Natural Disasters :

Grameenphone provides relief to the victims of frequently occuring natural disasters like SIDR, cyclone, flood etc.

Social Development Programs : Grameenphone regularly engages in social development programs by organizing social awareness programs, seminars, concerts etc.

PESTEL FACTORS AFFECTING GRAMEENPHONE’S MARKETING

DEPARTMENT TECHNOLOGICAL FACTORS For the following technological benefits, people prefer

Grameenphone - GSM : 2G network with crystal clear sound has covered

almost every region of the country. INTERNET: It provides high speed internet connection

and also provides many packages of its services such as edge P1, P2, P3, P4.

SERVICES: Provides different packages for its users such as Djuice, Explore, Smile, Business Solution etc with MMS, WAP, INTERNET, FNF, Call blocking, Voice Mail, International Roaming etc.

PESTEL FACTORS AFFECTING GRAMEENPHONE’S FINANCE

DEPARTMENT

• ECONOMICAL FACTORS Building The Network Infrastructure : Grameenphone invested

more than BDT 10,700 crore (USD 1.6 billion) to build the network infrastructure

Growth in Revenues : Grameenphone has made 10% growth in revenues reaching to BDT 1,628 crore since its inception

• POLITICAL & LEGAL FACTORS Taxation : It seems that when a new Government is elected in our

country, taxation rate increases consequently. For instance, sim card price increased from 150 BDT to 850 BDT after the Govt. change last year.

Grameenphone agreed to pay an administrative fine of BDT 2500 million to BTRC for providing E1 connectivity to third parties & enabling the use of VOIP technology

PESTEL FACTORS AFFECTING GRAMEENPHONE’S FINANCE

DEPARTMENT

• SOCIAL & ENVIRONMENTAL FACTORS Grameenphone engages in several social &

environment development activities like – Eye Campaigning Tree Plantation Road beautification Mother & child care program Aiming to reduce carbon emission rate to 30% by

2012 etc.

GRAMEENPHONE’S FINANCE DEPARTMENT

• TECHNOLOGICAL FACTORS The latest technologies used by Grameenphone influence

people to use its services, that increase its growth in revenue

Services like Mobitaka, Cellbazaar, Flexiload etc. have immensely strengthened the finance department

PESTEL FACTORS AFFECTING GRAMEENPHONE’S HUMAN RESOURCE DEPARTMENT

• ECONOMICAL FACTORS No. of Subscribers : Among 50.5 million mobile

subscribers in the country, Grameenphone holds 45.5 per cent of the market share with 23 million subscribers till the second quarter of 2009. To cope up with this increasing consumer demand, Grameenphone emphasizes greatly on its Human Resource department.

Creating Lucrative Job Opportunities : Around 5,000 talented people with excellent academic backgrounds are working towards reaching greater heights for Grameenphone

PESTEL FACTORS AFFECTING GRAMEENPHONE’S HUMAN RESOURCE DEPARTMENT

• POLITICAL & LEGAL FACTORS Political influences during recruitment

• SOCIAL & ENVIRONMENTAL FACTORS The neat & tidy work environment in every

Grameenphone center helps & motivates its employees to work with vitality

PESTEL FACTORS AFFECTING GRAMEENPHONE’S HUMAN RESOURCE DEPARTMENT

• TECHNOLOGICAL FACTORS

The new technology of online based recruitment system helps the Human Resource department of Grameenphone to function more efficiently

Latest multipurpose software & networking system help Grameenphones’s Human Resource department to perform all the tasks in an organized way

CONS OF GRAMEENPHONE & WAYS FOR AMENDMENT

• Every rose has its thorn & Grameenphone is no exception. Amidst all the achievements & accolades, there are certain flaws concerning Grameenphone. These include –

Relatively higher call rates compared to other cellular companies in Bangladesh

Networking problems in remote areas of the country, especially in the hilly regions due to their high leveled lands

• These flaws can be amended by – Reducing the high call rates & making them more reasonable Resolving the networking problems in the remote areas of

the country by strengthening the network infrastructure

CONCLUSION

Over the years, Grameenphone has always been the pioneer in introducing new products and services in the local market. Consequently, the technological know-how and managerial expertise of Grameenphone employees have been instrumental in setting up such an international standard mobile phone operation in Bangladesh.

Now, Grameenphone is implementing an aggressive roll-out program by installing new network elements with an emphasis on maintaining & providing quality service. Hence, a number of steps are being taken constantly to identify the problematic spots in the network infrastructure for further improvements.