MGT212 Course Title: Organizational Management

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 e l y a s s i t o m o r e t e d u s f u r t h e r . Officers of the company r i b

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FINAL TERM PAPER ON
GRAMEENPHONE
Name ID
Mohammad Labib
Khan
1931441630
Hafsa Nargis 1931169030
Fahima Rahman 1931090030
Arisha Faisal 1931944630
Nowsheen Afroz
Neha
2011864630
Course Title: Organizational Management
Course Code: MGT212
Section: 26
Group: 6
North South University
Prepared For:
Ms. Shabnin Rahman Shorna
Initial: SRS2
Prepared by:
Date of submission:
25 September, 2020

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Acknowledgement
Bef o r e w e di s cu ss ab ou t o u r p ap er , w e w ou ld fi rstl y l ik e to
ack no wl ed ge o u r gr at eful n es s to w ards a f ew in div id u als w h o h av e b een a
p art o f t his task sin ce its o ri gin . T h e co mp osi tio n o f this un d ert ak in g h as
b een o n e o f th e cr it i cal s chol asti c d i ff i cul ti es w e hav e c on f ro nt e d an d
w it ho ut t h e h el p, per si st ence, an d di r ecti on o f th e in div idu als i n q u est io n,
t his er r an d w oul d n ot hav e b een f i nis h ed . It is t o th em w e ow e ou r mo st
p r o fo un d a pp r e ci atio n .
W e w a nt to t h an k o u r cou r s e ins t ru cto r M s. S h ab nin R ah m an S ho rn a
f o r h er u nmi st ak abl e and p o int b y p oi nt r ul es abo ut how t h e t erm p ap er
o u ght to b e. Sh e mad e th in gs cl ear in th e cl ass , an d i f co ns id er ab l y af t er
t h at w e f elt p erp l ex ed abo ut an yt h i n g, s h e k in dl y as s isted u s fu rt h er . W e
f eel v er y gr at ef u l to her co nt rib ut io n.
Li k ew i s e, w e wo ul d li k e t o sh ow ou r h eart iest gr ati tu d e to t he
co mmi tm en t and co ns t ant as si st an ce o f M r . S yed M asu d M ahmo od , t he
gl o b al L&D p art ner ( Gl ob al Lear n in g an d D ev elo pmen t, P eo pl e an d
O r gan izati on ) at Gr am een ph on e Lt d , w h o assi st ed us i n t h e ass or tm en t o f
as s ess m ent m ater ial an d f u rth erm o r e in i ts h and lin g. Th e t ask is d ev ot ed t o
each o n e of t ho se in di vi du al s, w ho h el p ed u s wh il e un d er t ak in g thi s task .

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Table of Contents
Acknowledgement ...................................................................................................................... 2
Table of Contents ............................................................................................................................ 3
1. Mission Statement ................................................................................................................... 4
2 . Executive Summary ................................................................................................................ 4
3. Officers of the company and Organogram ............................................................................. 5
4. Situation Analysis ................................................................................................................... 6
5. SWOT Analysis .................................................................................................................... 15
6. Objectives ............................................................................................................................. 18
7. Management Issues ........................................................................................................... 23
8. Conclusion ............................................................................................................................ 25

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1. Mission Statement
T h e mis si on o f G r am eenp ho ne i s t o to h elp th eir cu st om ers get t h e
f u ll b en efi t of b eing co nn ect ed. T h ei r s u ccess i s m easu r ed b y h o w
p ass io nat el y t h ei r cu st om ers p ro mo te th e m . ( G r am een ph on e, n. d. )
2 . Executive Summary
T hi s i s t h e fi nal t erm p ap er on G r am een p ho ne Lt d . G ram een ph on e Lt d.
i s a l ead in g p ro vi der o f t elecomm un i cati on s s er vi ces of Ban gl ad es h an d i s
t h e l ar gest m o bil e t el ecomm un i catio ns o p er ato r i n Ban glad esh in t er ms o f
r ev enu e, co v er age an d su bs cri b er b a se . T h e comp an y o p er at es a di git al
m ob il e t el eco mm un i cati on s n et wo r k b as ed on t h e G SM s t an dar d in bo th
r u r al an d u rb an area s o f Ban gl ad esh .
G r am eenp h on e ’s pur p os e is to con n ect yo u t o wh at m att er s mo st and
e m po w e r s o ci et y b y pr ov id in g t he p ow er o f di git al com mu n i c at io n, e n abl in g
e v e r yo n e t o imp r ov e t h ei r l iv e s, b uild in g so ci e ti es an d s e c u rin g a b et t er
f u tu r e f or all .
G r am eenp h on e ’s vis io n is to emp ow er s o ci et y an d mi ss ion is to h elp
cu st om ers . Th ei r v al u es ar e to b e in sp iri n g, mak e it eas y, be r es p ect fu l, and
k e ep p rom is es .

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3. Officers of the company and Organogram
Board of
Directors
Yasir Azman
Chief Executive Officer
Sajjad Hasib
Chief Marketing Officer
Rade
Kovacevic
Chief Technology Officer
Syed Tanvir
Husain
Chief Human Resource Officer
Solaiman Alam
Chief Digital & Strategy Officer
Jens Becker
Chief Financial Officer
Ole Bjorn
Sjulstad
Chief Corporate Affairs Officers
Kazi Mahboob
Hassan
Chief Business Officer
S M Imdadul
Hoque
Company Secretary

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H i e r a r c h yor Bands as referred to in Grameenphone :
 T op -l ev el man ag emen t t ea m: CE O & CX O s
（ B and A )
 S eni o r ma na g ement t ea m: Di r ect or s & D epu t y D i r ecto rs
（ B and B)
 Mid - senio r man agemen t t ea m: GM s & D G Ms
（ B and C )
 Mid -l ev el ma na g emen t t ea m: Sp eci al ist s ( or M an agers )
（ B and D )
 En t ry- l ev el man agemen t t ea m: Ex ecut iv es , s eni o r ex ecuti v es , et c.
（ B and E)
4. Situation Analysis
Internal Factors:
G ram een ph on e h as i ns til led st r on g cu lt ur al v al ues w hi ch in fl u en ce
t h e empl o yees ’ b ehav io r an d act io ns ef f ectiv el y. T h eir ke y v al u es are
i nt en s el y h eld an d w i del y s h ar ed. T h ey h av e st ro n g co nnecti on b etw een
t h ei r s h ar ed v alu es an d b eh av io rs . T he y m o tiv at e and enco u r age t h ei r
em plo yees in a num b er o f wa ys :
 T ransp a ren cy w i thi n th e O rgan iza tio n: Si n ce t he l as t few
year s , G r am eenp hon e h as b ro u ght abou t tr ans p ar en cy w i th in

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t h ei r o r ganiz at io n. Fo r th at , t h ey h av e m ad e so m e p h ys i cal
ch an ges. Fo r ex amp l e, t her e ar e n o f ix ed d es ks fo r any
em plo yees , n ot even f or th e C E O or t he CX Os , i . e. , no
cu bi cal d esk s ys t em ex ist s i n th ei r of f i ce an ym o r e. T h er e
ar e all op en d esk s. A n yo n e can sit an yw h er e an d alt o gether .
If o n an y p ar ti cu l ar da y an em plo yee sit s a desk ar r an ged
b esi de th e w in do w, t he n ex t da y s o m eo n e els e can s it th er e,
i r r es p ecti ve o f th e hi er archi cal p os iti on i n t h e co mp any.
T h ey d o t his fo r ensu r in g equ al t r eatm en t o f th ei r emp lo ye es
an d cr eati n g a s tro n g p s ych o l o gi cal bo nd b et w een t hei r
em plo yees .
 R e c o g n i t i o n o f I n d i v i d u a l P e r f o r m a n c e M o d e l :
G r a m e e n p h o n e f o l l o w s r e c o g n i t i o n o f i n d i v i d u a l
p e r f o r m a n c e m o d e l . T h e y h i g h l y t r y t o a p p r e c i a t e t h e i r
e m p l o y e e s f o r d o i n g g r e a t j o b , f o r h e l p i n g o t h e r
e m p l o y e e so r f o r s e e k i n g h e l p f r o m o t h e r e m p l o y e e s .
T h e y a p p r e c i a t e t h e i r p e o p l e n o t o n l y o n e t o o n e b u t a l s o
i n f r o n t o f e v e r y o n e . T h e y h i g h l y a p p r e c i a t ev a l u i n g
o t h e r s a n d t h i s f e e l i n g o f a p p r e c i a t i o n s t r o n g l y m o t i v a t e s
t h e i r p e o p l e .
T h ey p r ac t i ce giv ing ‘ T h an k Y ou ’ cards . T hes e card s ar e fo u nd
at ev er y f l o o r, in ab u nd an ce. Th e car ds ar e m eant to s how app r eci ati on
t o war ds o n e an ot h er . M an agers G r am een ph on e t r ai n t h ei r empl o yees t o
b ui ld and s ho w an y o f th e 4 v al u es th at t he co mp an y u p h ol ds . Th e
v alu es ar e-

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a) C r eat e to get h er ;
b ) Be r esp ect fu l;
c) M ak e it eas y;
d ) Al wa ys ex pl or e.
T h es e ‘T h an k Yo u ’ car ds ar e gi v en t o o n e ano th er w hen on e
em plo yee s h ow s any o r all o f th es e val u es . Th e car ds can b e gi v en b y
an en tr y- l ev el em plo yee t o hi s o r h er bo ss , w hil e th e C EO hi ms el f can
gi v e th is car d to any o t h er empl o yee t o o . Thi s bu ild s a sen s e o f
b elo n gi n gn es s in the com pan y.
 C o op era ti on b etw een E mplo y ees : T h e Lear n in g an d
D ev el op ment ( L & D ) D ep ar tm en t u nd er t h e H uman
R eso ur ce D ep ar tm ent at G r am een p ho ne t r ai ns th eir
em plo yees to r ecogn iz e each o th er ’s tal ent s t oo . Th e y’ re
t r ai n ed w ith t h e ri gh t sk ill s t o get th eir p roj ect s do n e in the
r i ght di r ecti on , w h ic h h as m ad e G r ameenp ho n e v er y
s u ccess f ul w ith ver y f ew f ail ed p ro j ects . Th e m anager s
all o w t h e ju nio r o f fi cers t o l ead an y p r o j ects as th e y b eli eve
t h at, wit h th e ri ght t oo ls an d techn iq ues , an yo n e can pul l u p
an y p r o j ects wit ho ut an y ch an ces o f f ail u r e. Th e cycle

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b egi ns wi th th e id en ti fi cat io n o f n ew co ns um er n eed and the
i nv enti on o f a su bs equ ent n ew p ro duct , o ft en fol lo w ed b y
p at ent p ro t ecti on and f ur th er d evel opm ent to m ak e i t
s aleabl e. T his i s us u all y f o l lo w ed b y a r api d ex p ans io n i n
i ts s al es as t he p r od u ct gai ns m ark et accept an ce.
 S t ron g es t A ss et: G r am eenp h on e’s st r on gest ass et i s i ts
em plo yees . A n y o t h er co mp an y can co p y t h ei r st r at egi es ,
t echni qu es, so ft w ar e, etc., b ut t h ey can ’t cop y a uni qu e
as s et; t h e mi nds e t o f th e emp lo yees . Em pl o ye es ’
co ll ab o r ati on , agilit y, p assi on fo r th e d ev elo pm en t o f t h e
o r ganiz atio n sh o ws t h at th er e is bar el y an y ch an ce o f
f ail u re. Gr am eenp ho n e’s m ai n p u rp os e i s ‘ con nectin g w hat
m at t er s th e m os t’ , w h ich m ean s, wh at m at ter s th e m ost t o
t h e cust om ers and t h e empl o yees . T h ey al s o hi ghl y
d is cou r age p r ocr asti n ati on .
 C rea ti n g an Emp l oy ee - Cent ric En vi ro n men t : A t
G r am eenp h on e, t h e em plo yees ar e als o t r eat ed as cu sto m ers .
Feed b ack s o n an y n ew pack age or s er v ice o ff er ed b y t he
co mp an y ar e als o tak en fr om t h e em plo yees to en h an ce th e
p r oj ect f ur th er. T his l eads to t rans p aren c y i n co mmu ni catio n
an d b ett er deli ver y o f p ro du cts and s erv i ces to th e cust omers

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as Gr ameenp ho n e is als o al w a ys con cern ed abo ut t hei r us ers .
T h e HR d epar tm en t t r ai ns t he emp lo yees to sh o w a
cu st om er - cent ri c beh avi or as w ell as empl o yee - cen t r i c b y
l et ti n g t h em voi ce t h ei r o w n o pin ion s. T his a di f fer en ce
cr eat ed b y G P as m aj o rit y o f t h e com p ani es d on ’t fo llow
t h es e p ri ncip les, mak in g G r am een ph on e u ni qu e.
 Fo cu sing On In trin si c Mo ti va t ion : T h ey h i gh l y f o cu s on
i nt ri nsi c mo tiv atio n . Fo r ex amp l e, i n t hi s C O V ID - 19
p a nd emi c, t he y s en t th ei r emp lo yees a s et of GP b r and ed
m ask s of di ff er ent siz es wit h a l et t er s ign ed b y C E O , so t hat,
t h ey can s h ow th eir car e t o war ds t h eir emp lo yees . Besi des ,
t h ey h av e cr eat ed a sp eci al ho tli n e fo r ev er y emp lo yee and
t h ei r f am il y m em ber s t o su pp or t th em as m u ch as p os si bl e
d u ri n g th is si tu at ion , w hil e th e y’ r e w or k in g f ro m hom e.
 I nsu ra nce Po li ci es: Gr ameenp ho n e’s em plo yees h av e m an y
i ns u ran ce f acil iti es. T h e comp an y co v er s th e in su r an ce fo r
an emp lo yee’ s s po us e, chil dr en as well th ei r p ar ent s wh o ar e
b elo w 70 year s o f age, whi ch alm os t n o comp an y d o es in
Ban gl ad es h.
E x tern al Fa ct o rs :

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Ex t er nal f acto rs and f o r ces af fect t he p er f or man ce o f G r am eenp ho ne.
T h e ex t ern al envi ro nm ent con t ain s dif f er ent com po n ent s w hi ch m an agers
n eed t o k no w fo r st rat egi c f o rmu l at io n o f t h e co mp an y. T h es e f acto r s
i n clu d e:
 E cono mi c: Th e eco no mi c en vi r onmen t h i ghl y af f ects an y
co mp an y. T h e econo mi c n at ur e an d s egm ent i n clu d es in flati on -
r at es , i nt er es t - r at es, G DP , cu rr en c y- ex ch an ge r at es ,
u n em plo ym en t l evel s an d di sp os abl e i n co me. Th e fl uctu atin g
G D P r at es ar e st ud ied b y G P to un d erstan d th e al go r ith m to h elp
o u r eco no m y gr o w . (Co u rs eh er o. co m, n. d. ) G r am een ph on e is
o n e o f t h e hi gh es t tax p ayer s o f t h e cou nt r y, p a yi n g 6 7 % o f t h ei r
t ot al r ev enu e as v ari ou s t ax es. Unf o rt un atel y, d u e to th e
p and emi c t his year , t h ey l os t s om e v alu abl e su bs crib er s, h en ce
a r edu ct io n i n tot al rev en u e. T h ey q u i ckl y o v er cam e th is b y
i nv esti n g 25 0 cro r e BD T fo r t h ei r n etwo r k co v erage, add ing 1 32
n ew 4G sit es du r ing s eco n d qu art er of t he year . ( tb sn ews .n et,
n . d. )
 D emo g raphi c: D em o gr ap hi cal l y, G P h as been abl e t o b ui ld a
s t ro n g cust om er bas e b y b u il di n g a st ro n g n et wo r k al l o v er
Ban gl ad es h, cov erin g 99 % o f ou r l and w ith th e cu r r en t bas e
s t ati on of 15 ,9 00 , ov er 64 dis tr i cts in ou r cou nt r y. T h ei r qu alit y
an d r eli abl e netw or k h as cr eat ed 9 8 % br and aw ar en ess in ju st

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1 1 year s . T h ey h a v e s imp li fi ed int er net p ack age bu yi n g o pt io n
t o h elp t h ei r con sum ers o f all age to un d erst and t hei r s ys t em .
 T echn ol ogi cal : G ram een ph on e w as lis t ed as t h e fi r st com p an y
t o br in g GSM t echn ol o g y n et wo rk in Ban gl ad es h. It s tart ed i ts
s er vi ce i n M arch , 19 9 7. Cu r r en tl y, t h ey’ r e o f f er in g 3G cov e r age
w h ils t cov eri n g th e po pul atio n o f Ban gl ad esh at 9 5 .2 %,
i n clu di n g 72 mi l lion us er s o ut of 37 .1 m illi on mo bil e d at a us ers .
( G r ameenp ho n e, 20 2 0) T h ey cu r r entl y h av e 7 t ech nolo gi cal
t r en ds - D eepf ak e, A rti f ici al In t ell igen ce( A I) , 5 G Net wo r k
M assi v e Ex p an sion , M ass In d u st ri al - Io T , Vo i ce Act iv at ed
C h at -b ots fo r h om e s up pli es an d T echn ol o gi cal Awar en es s
Fact or s li k e s cr een tim e co nt ro l an d m obi l e - d ri ven gr een
t echn olo g y. ( G r ameen ph on e, n. d. ) Th e y as p ir e t o m ake ou r
co un tr y d i git al an d t ech - fr i en dl y.
T he y h av e in v es ted a lot to i nv ent new p ro du cts. Th er e i s a ri sk
o f no t h av in g suf f i ci en t s kill ed em pl o yees t o u nd er t ak e th e
ch an gin g n eeds o f t h e co ns um ers . H en ce, t h ey u s e t he ad v an ced
t echn olo g y o f RP A ( R ob oti c P ro ces s Au to mati on ) . Thi s t ech no lo g y
co mp ri s es art i fi ci al in telli gen ce and mach in e l ear ni n g w hi ch do es
r ep eat ed t as ks u nd er gr eat p r es su r e. Wi th t h e ch an gi n g d em and of
t h e cons um ers , thi s adv an ced t echno lo g y h el ps t he co mp an y
u n der st an d t he cons um ers ' n eeds an d w ant s an d w o rk acco r di n gl y.
It h as h elp ed th e co mp an y m ak e n ew s t rat eg y mo d el s, i nt r od uce

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n ew ap ps , u pd ate pr o du ct qu alit y, p o rt f oli o, n et wo rk qu al it y an d
co v erage, pr i cin g m od el , et c. Ho w ev er , so m etim es ther e is an
i nt er ru pti on , u n auth o riz ed d at a dis clo su r e and d at a red i rectin g
f r om c yb er a tt acks w h ich m a y af f ect t he r ep ut ati on o f th is co mp an y
b ut G r am een P ho ne ef f ecti v el y m an ages t h es e is su es. (SW OT &
P EST LE , n .d .)
 Th e So ci o -Cu l tu re: R ecen tl y, G r am een ph on e l au n ch ed m an y
co ns um er f ri end l y camp ai gn s. On Feb r u ar y 1 6 , 2 02 0, th e y
l aun ched a pl atf o rm n am ed S i gn - lin e d i git al care f or sp eech and
h eari n g im p ai r ed peo pl e o f ou r so ci ety. T h ei r i nit i ati ve w as to
i n co rp o r at e si gn lan gu age wi th d i gi tal car e s er vi ce, i n th eir
o f fi cial w eb sit e, a s elf - s er vi ce di git al car e app nam e d MyG P .
T h e ‘ K oth agu lo H ar i ye N a J ak Sh ob d er O bh ab e’ camp ai gn help s
t o en abl e t h e s p ecial n eeds m em ber s of t h e com mu nit y t o l earn
t h e b as ics o f si gn lan gu age th r ou gh a t ut or i al vi d eo b y t h e si gn
l an gu age ex p ert , Ar af at S ult an a Lat a. T h ei r vi si on is t o en a bl e
t h es e p eo pl e t o com mu ni cat e wit h t hei r n ear and d ear o n es .
G r am eenp h on e’s of f i ci al w ebs it e and Y ou Tu b e ch an n el o f f er
f r ee acces s to ev er yo n e. ( Ex pr ess , n .d .) A n ot h er no bl e i nitiati v e
t ak en b y t h em w as a mo bil e ap pli cat ion n am ed ‘A lo r P aths h al a’
, a n o p en - fo r - all e –l ib r a r y. O n A p ril 24 , 2 02 0 t he y c o l l abo r at e d
w it h BR AC to st an d b esi d e t h e u n fo r tu nat e p eop le o f t hi s
o n goi n g p an d emi c t h ro u gh a camp aign call ed ‘D ak ch e Am ar

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D es h’ , a cal l - to- acti on b as ed pr o gr am. G r am eenp h on e
co nt ri bu ted to th e fo o d assi st an ce fu nd to BR AC s o th e y co uld
r each o ut to t he 10 0 ,0 00 lo w er in com e p eopl e an d h elp t h em
s u rv iv e t his p an d em ic. ( Di git al , n .d .) T h ei r m ot to w as to b uil d
a b ett er pl ace f o r th eir co ns um ers .
 Gl ob al : Bein g o ne o f t h e l ar gest compan i es o f Ban gl ad esh , t he y
o f ten con tr ib ut e to glo b al e nvi r on men ts . Tel en or gr oup , th e
p ar ent com p an y, ch o os es sp eci fi c glo b al l o cati on s and n ames
i ts com p an ies acco rd in g to t h e ar ea’s cu lt ur e, w ith headq uar t ers
i n No r w ay. In B angl ad es h , it ’s k no wn as G r am eenp ho ne ( R ur al
P ho n e) an d t hei r tagl in e i s ‘ Ch olo Bo h ud ur ( Go Beyo n d ) . In
In d i a t h e com p an y i s k no wn as U ni no r , w hi le in P akis tan and
N o r w ay, as T el enor . G r am eenp ho ne w as aw ard ed th e G SM A
A w ar d un d er th e cat ego r y o f “G lo b al A w ard of Best Us e of
M ob il e Ph on e” in 20 0 7.
 Po l it i cal and / o r L egal : T he gov ern m ent pl a ys an imp o rt an t
r o le t o p rot ect t h e comm un i cati on s ys t em. Hen ce, t he y h ave
s om e r ul es an d r egu l ati on s su ch as t ax atio n l aw s, gov er nm ent al
l aws , co ns um er l aw s , gov ern ment a l p ol ici es , l ab or laws , et c.
w h ich ar e fo ll ow ed b y T el eco mmu nicati on com p an ies. T h es e
l aws al so m on it or ev er y o f f er s p ro vid ed b y t h e comp ani es to
gai n mo r e cli ents . In p r ev io us year s , f ree call s b y mi dn i ght w er e
b ann ed b y t h e gov er n ment , wh i ch im p act ed bus in ess n egati v el y,

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h en ce l eadi n g to an i n cr eas e i n GP ’s call - r at es t o cop e wi th t h ei r
l os s in r ev en ue. Af t er a f ew year s , m o re t ax es on calls w er e
i mp os ed b y t h e gover nm ent , r es ulti n g i n a su bs eq u en t i ncr eas e
i n cal l r at es yet agai n . H ow ev er , th is l ed to d ecl in e i n t h e
n um b er o f cus to mers as th e y s t art ed t o p r ef er ot h er T el co ’s ov er
G P. S o, t h ey l au n ch ed att r acti v e p ackages to r egai n and att r act
n ew cu sto m er s. Ther e w er e also some b or d er s ecu rit y i s su es
( s af e d at a ro amin g) . Cer tain l aws ar e n eed ed t o b e fol low ed s o
i nv esto r s can feel s af e in th is com p eti tiv e m ark et . Bef ore th e
co un tr y’ s i nd ependen ce i n 19 71 , t el eco mmu ni cat io n in du st r y
w as mo no po liz ed b y t h e go v ernm ent. Af t er li b erati on , w h en
Ci t yC el l and Gram een ph on e l aunch ed th ei r s ervices in
Ban gl ad es h, t h e p ar ad i gm changed f r om m on opo l y t o
co mp et iti v e. Th er e is al so an oth er law r egard in g r adi o acti v e
f r eq uen cy s p ect rum w hi ch i s a lim it ed r es ou r ce o f ou r coun t r y.
G r am eenp h on e abi des b y t h e l aws an d co nt ro ls t h e u sage o f t h e
l imit ed r eso u r ces acco r din gl y. The y’ r e al w ays r ead y t o
h and ov er t h e co pi es o f aud it t o l aw en f o r ces w h en ev er nee d ed.
T h ey h av e a s ecu red p l at fo rm wh er e th e in f o rm ati on of th ei r
cli ent s i s law fu ll y k ept s af e.
5. SWOT Analysis
S t reng th s:

Grameenphone 16
● B rand Va lu e: Gr am een P ho ne h as est abli sh ed a st ro n g b r an d v al u e,
b ecomi n g a mar k et l eader i n t h e tel ecom mu ni cati on i nd ustr y.
● Ma rk et L ead er: A s C it ycel l f ail ed t o u til ize th ei r f i rs t mo v er
ad v an tages , Gr ameen ph on e go t th e s eco nd mo v er ch an ce ad v an tages
b y cr i ti call y an al yz i n g t h e st r en gt hs and w eak n es s es o f Ci tycel l . Th e y
cam e up w ith t he G SM t ech nol o g y w h i ch w as b ett er and p r ovi d ed
m o re adv an t ages t o th e cu st om er s t han th e C DM A t ech no lo g y
p r ov id ed b y C it ycel l. B y f o ll ow in g pr o p er s tr at egi es GP is st ill th e
m ark et l ead er .
● S t ron g O rg ani zat io nal Cul tu re: Th e bi gges t st r en gt h of GP i s its
p eop l e. A n y t ech no lo gi es of t h e o rgan iz at io n can be co pi ed b ut
p eop l e’ s mi nd set, b eh avi o r and cultu r e can ’t b e cop i ed . GP hi gh l y
f o cus es on cr eatin g p s ych o l o gi cal b on ds b et ween th eir em pl o yees w h o
ar e co nn ect ed wit h each ot h er t hr ou gh o f fi ci al w o rk . Th e y h av e a
t r an sp ar en t cu ltu r e and t h ey m ain t ain a f ri en dl y en vi ro nm ent i ns id e
t h e or gan izati on . Th e y en co ur age th eir em pl o yees i n man y w a ys .
● U s er’s D a ta Pro t ect i on : Th e y h i ghl y m ai nt ai n d at a p r ot ecti on pol i cy.
T h ey m ai n t ain do n’ t onl y t h eir cust om er ’s d at a con f id en ti al it y b u t
al so o f th ei r st ak eho ld ers ’ d at a.
● C us t o mer - C en tri c B eh av io r: T h ey d es i gn t h ei r p r od u cts an d s er vi ces
w h ich co nn ect to thei r cu st om ers . A t f ir s t, t h ey b ecom e awar e o f t h ei r
cu st om er p r efer en ces and t h en th e y d es i gn th eir p ro du ct s an d s erv i ces
acco rd in gl y.
● C o llab o ra ti on b etw een E mplo y ees : T h ey ar e ab l e to ru n a p r o j ect
p r op erl y ev en by ap p o i nti n g a j un io r emp lo yee w it h gr eat
co ll ab o r ati on an d ri gh t t oo ls and t echn iq u es .
● Pro v idin g S t ron g D a t a S ervi ce: Af ter 3 G/ 4 G o ne thi n g is est ab lis h ed
i n GP’ s n etw o rk i s d at a capabi lit y. T he y b u i ld C apab ili t y an d
C apacit y o f d at a.
W eakn es s es :
● T echn ical I ssu es: T h er e ar e s om e t ech ni cal i ss ues, su ch as s er v er
b r eakd ow ns an d pr o bl em s in n et w or k t ow er s wh i ch m a y cau s e
t em po r ar y n et w o rk d is r upt io n.

Grameenphone 17
● R es t ri ctio n on Bui ldin g N etw o rk T ow ers in C ert ain R eg ion s:
S om eti m es, d ue to som e r ul es and regu l at io ns n et wo rk t o w er s are
p r oh ibi t ed t o b e bu ilt wi thi n r est ri cted ar eas . So , t he co mp an y i s
u n ab l e t o p ro vid e net wo r k cov er age in th os e ar eas.
Op po rtuni ti es:
● D a t a R ev enu e: G ram een ph on e i s i n t h e pr o ces s of i nst al li n g 5 G
n etw o rk s erv i ce. A f t er r eceiv in g go v ernm ent ap pr ov al , th e y w il l
p r ov id e 5 G s erv i ce. Th e us ers o f dat a s erv i ce ar e in cr eas in g d ay b y
d a y. So , it ’ s a gr eat op po rt un it y f o r t h em as a f i rst mov er f or th is
s er vi ce.
● R edu cin g O pera tio nal Co st : By o p t im izin g th ei r r egi onal o f fi ce
f u rt h er, th e y can r ed u ce op er ati on al cos t.
Th r e at s :
● C han gin g Cus t omer D ema nds and Pref eren ces: Cus to mer
p r ef er en ces ch an ge o v er tim e. If G r am een ph on e f ail s to r eco gn ize and
ad d r ess th ese ch anges , cust om ers wi ll s t ar t to p r ef er oth er com p an i es
o v er t h em .
● I ncreas ed Co mp etit i on : T her e i s a cons t ant p ri ce w ar b etw een all th e
T el co s. If a co mp et ito r laun ch es b etter p ack ages and s er v ices t h an
G P, t h en t hei r cust om ers will s hi ft to t h e r iv al co mp an y. A l so , a
co mp et ito r m ay co p y t h e cyb er m od el o f th e com p an y.
● R is k of R es ou rce D es t ru ction : Th er e ar e m an y t o w ers of GP aro un d
all o v er th e c ou nt ry. T h ei r to w ers can get h arm ed at an y t im e d u e t o
an y r eas on .

Grameenphone 18
● L osi ng Voi ce R ev enu e: C ust om ers ar e u si n g dat a th r ou gh m an y s o ci al
m edi a f o r co nn ectin g w ith each ot h er m o re t h an v oi ce call s. In f ut u re,
t el ecomm un i catio ns co mp ani es m ay l o s e t his fi el d of b usi n es s.
 C yb er S ecu rit y Threa t : Th er e i s a ris k of cr u ci al d at a leak age an d
t h e s ys t em s s erv ers b r eak do w n w hi ch m a y cau s e m aj o r pr o bl em s f o r
t h e comp an y.
6. Objectives
E v er y co m p an y h as t h ei r o wn go al s an d o bj ect iv es w hi ch th e y w an t
t o ach i ev e b y an y m ean s. T h e s t at ed goal s o f G r am eenp ho ne ar e “To p ro vi d e
eas y access t o GSM cell ul ar s er vi ces i n ru r al Ban gl ades h, cr eat in g n ew
o p po rt uni ti es f o r i nco m e gen er atio n t hr o u gh s elf - empl o ym ent b y p r o vid in g
v ill ager s wit h acces s to mo d er n i nfo r mati on an d c o mm un icatio n b as ed
t e c hn olo gi es ” . But th e r eal o bj ecti ves o f G r am een ph on e ar e to “E ar n
h ealt h y r et ur ns f o r its sh ar ehol d ers an d at t he s am e tim e, co nt ri bu te to
gen u in e d ev el op men t o f th e cou nt r y. In s ho rt , it p ur su es a du al st r at eg y o f
go o d b usi n ess an d go od d ev el opm ent ” . Gr amee np ho n e h as di vid ed th es e
o bj ect iv es i nto di f fer ent k e y f o cus es w h ich t h ey cal l “Mu st W in Battl es ”.
T h ei r mu st w in b att les ar e:
 G r o wt h
 M od er niz ati on
 R eput atio n Bui ldi ng
 R evenu e

Grameenphone 19
G r am eenp h on e f ollo w s som e st r at egi es t o ach i ev e th ei r ob j ecti v es o r
“M us t Wi n Battl es ”. Th os e st r at egi es ar e d es crib ed b el ow :
i . Grow th : By gr o w th G r am eenp ho ne do es not o nl y m eans r ev enu e
gen er ati on b ut al so in cr eas e t h ei r su bs cri b er b as e. T he y ar e
d oi n g th at b y i n cr eas in g s erv ices , d ev elo pi n g r etail er s,
d ev el opi n g dis t rib ut io n ch a n n el, an d t hr ou gh cons um er
co n cent r at ed o f f ers th at accel erat e p ers ist ent co nn ecti vi t y
n eeds and r el at ed ser vi ces. Th eir m ai n i ni ti ati v es ar e t o keep on
w i nni n g i n t h e voi ce, t o in cr eas e in d at a and d i gi t al . T hei r
r o llo ut h el ps t o en su r e co ver age t h ro u gho u t Ban gl ad esh ,
co n cent r at in g o n a t op qu al it y, r eli able v oi ce an d d ata n et w or k
ex p eri en ce. Thi s all o ws th ei r con su m er s to ex p er i en ce as w el l
as en jo y a di git al l if est yl e w id el y av ail abl e vi a th eir i n creasi n g
d i git al ch an n els . (G r am ee n Ph on e , 20 2 0)
i i . Mo dern i za ti on : Al on g wit h m an y o th er comp ani es in t he
co un tr y G r am een P ho n e is al so tr yi n g to m od er niz e. Th e
s t rat egi es t h ey ar e f o llo wi n g t o ach i eve thi s ob j ecti ves are
a . E mpl oy ee Up skil l: T h ey ar e u psk ill in g th ei r em pl o yee v i a
l earn in g and dev elo pm en t ( L& D ) p r o gr am , job
en l ar gem en t, an d peer co achi n g. T h ey ar e al so ar ran gin g
m an y s em in ar to mo ti vat e t h ei r empl oyees .

Grameenphone 20
b . I ncreasi ng Tech nol og ical C apa bili t y: GP is con st an tl y
t r yi n g t o r ed u ce t hei r d at a gen erati on p r ice. Fo r ex am pl e:
If i t cost ed th em 50 p ai sa t o gen er at e 1 m egab yt e 5 year s
ear li er th e y ar e t ryi n g t o r ed u ce th e co st an d mak e it
2 0 pais a t o gen er ate 1 m egab yt e. Al so G P is th in kin g of
u si n g ro bot i cs to get mo r e t ech no lo gical adv ant age.
c . Ef f i ci en cy and Si mp lif i ca ti on : GP wi ll c a r r y o n
i nn ov at in g in i ts cor e b us in es s . Fr om n et w or k
m an agem ent, and l ead in g m od ern is ati on to int er acti on
w it h cus tom ers . ( G r ameen Ph on e , 20 20 ) It s m ai n
i nit i ati v es ar e t o dr i ve m od ern is ati on o f t h e d ist ri bu ti on
an d di git al dis tr ib ut io n wh il e imp r ov in g th eir s ys t em and
IT r es o u rces, and pu rs ui n g p ro cess sim pli fi cat io n and
s t reamli nin g th e wa y t h e y w o r k , an d cr eat in g v al ue t o
s h ar eh old ers . ( Gr am een Ph on e , 20 20 ) A lso b y b ri ni ng
r o bo ti cs t echn olo gy t h e y w i l l r edu ce th eir p ro ces s tim e of
d i ff er en t kin ds o f co r po r at e w o rk s wh ich als o m eans m or e
ef f ectiv e and ef fi ci ent wo r k as th er e w il l b e less h um an
an d l ess mi st akes.
i i i . R epu ta ti on Bui ldin g: GP t ak es m an y i niti ativ es an d r un m an y
cam pai gns t o bu ild t h ei r r epu tatio n. Fr om co nn ect in g p e op l e
t o get h er to dis t an ce l earni n g , G P do es al l ki nd o f act ivit ies t o
m ai nt ai n th ei r good r ep ut at io n i n th e s o ci et y. Fo r ex am pl e: To

Grameenphone 21
e n cou r age mo r e s ecu r e di git al p art icipati on an d p r ovi d e acces s
t o qu al it y ed u cation GP r ecent l y t o ok an i niti ativ e call ed “ C hil d
O n lin e S af et y– Be Sm art Us e H ear t ” ( G r am een Ph on e, n . d. ) .
T h at ’s n ot al l, r ecen tl y G r am eenp ho n e st art ed a cam p ai gn call ed
“ T o geth er, fi gh ti ng C o r on av i rus is p os si bl e ”. Th r ou gh th is
w h ol e camp ai gn Gr am een ph on e h as ci r cu l at ed a ‘ St ay H o me’
m ess age f rom t h eir n et wo r k to al ert 7 . 5 cro r e s ub scr iber s o n
av oi din g pu bli c gat h er in gs and m ain t ain in g s o ci al dis t an ce
( G r ameen P ho n e, n.d . ) , h as com mitt ed to t he h and ov er of 50 , 00 0
P ers on al P ro tectiv e E qui pm ent (PP E ) to t h e Min ist r y o f Healt h
( G r ameen P ho n e, n . d. ) , and h as t aken a j oin t i nit iati ve wit h
BR AC , t h e w o rld ’ s an d Ban gl ad es h’ s l ar gest No n -G ov ern m ent
D ev el op ment O r gan iz ati on , “D ak ch e Am ar D es h ” t o pr o vi de
em er gen cy f o o d ass ist an ce f or t h e ult r a -p oo r f amil i es of th e
co un tr y, w h o have s u ff er ed th e m os t d u e to t h e p and emi c
( G r ameen Ph on e, n. d .) A gain t o co ntin u e t o s up po rt and s t an d
b esi de t h e n eed y, G r am eenp h on e empl o yees co ll abo r at e d wit h
t h e Bi d yan o n d o Fou n datio n on th e h ap p y o ccas io n o f Eid - ul -
A d h a t o p ro vid e sp eci al ei d m eal s t o mo r e th an 3 1 ,0 00
u n der p riv il eged pop ul at io ns . ( G ram een p ho ne, 20 20 )
G r am ee np h on e r uns al l t h es e cam p ai gns an d t ake all th es e ini ti ati v es
j ust to k eep and m ai nt ai n th ei r b r and im age. T h ey al s o p ro mi se t o co nti nu e
co nt ri bu tin g to Ban gl ad es h 's econ om ic , env ir on m en t al and s o ci al

Grameenphone 22
d ev el opm ent , actin g accou nt ab l y an d tr ans p ar entl y and redu cin g
i n eq u alit i es b y o u r p r es en ce and o u r s er v ices.
i v . R ev enu e: Ot h er th an ju st in cr easin g r ev en ue t h ei r m ajo r
f i nan ci al o bj ecti v e is to m ax im ize s h ar eh old er v al u e. T he
s t rat egi es t h ey ar e u si n g t o ach iev e it ar e:
a . Su st ain ing Rev enu e Mod el : In thi s f a st mo vi n g w o rld
cu st om er n eed s an d p r ef er en ces ar e chan gi n g dr asti cal l y.
T o co p e u p w it h t h e cus to mer n eeds GP i s co nst antl y
t r yi n g to m odi f y an d ch an ge t hei r s ervi ces. T h e
co ns um pti on o f m ob il e d at a i s r eall y h i gh no w ad a ys . So
t o get mo r e r ev en u e GP i s o f f er ing v ari ous ki nd o f
p ack ages t ar get ing d if f er en t cu stom er s egm ents . For
ex ampl e: GP is o ff er in g di f f erenti at ed bu ndl e p ack ages
f o r s o ci al m edi a s av v y co n sum er s. In t his bu nd l e th e y’ l l
get a m egab yt e p ack age b y w hi ch t he y’ ll b e ab le to us e all
t h e s oci al m edi a p lat fo r m at l ow er cos t th an u su al p ri ce.
Fo r mo vi e/ ser ies en th us iast s GP o ff er s a bu ndl e w her e
t h ey’ l l be ab l e t o w at ch Y ou Tu b e, N et f lix an d ot her
s t reamin g s ervi ces at a cheap er cost. Th e y o f f er m an y
m o re b un dl es b y ev alu at in g d i ff er en t cust om er s e gm ents
j ust to at tr act mo r e cu st om ers an d in creas e t h ei r rev en u e.
b . R edu cin g Op erat io nal C os t : Th e m ai n fo cus m ech anism
o f GP is to red uce th eir op er ati on al co st . Becaus e b y d oi n g

Grameenphone 23
t h at th ey w i ll b e abl e to gen er at e mo r e r ev enu e w hi ch w ill
l ead t o m or e v al ue m ax im izatio n of s har eh old ers . GP h as
t ak en m an y i ni ti ativ es to r edu ce th eir o per at io n al cost s.
S om e o f th e ar e: A s th ey can ’ t r ed uce t h e s al ar y o f t he
em plo yees t h ey ar e t akin g a di f f er ent k in d o f ap p ro ach .
T h ey ar e o p ti mizi ng r egi o n al o f fi ce by r ed u ci n g t h e siz e
o f t hei r o f fi ces ou tsi d e o f Dh ak a an d in u r ban ar eas .
In s t ead o f u sin g t rad iti on al ai r co ndi tio ni n g t h ey ar e u sing
e c o - f ri en dl y ai r con di tio n to r ed u ce ex p en s es . As GP is a
b i g com p an y t h ey h av e m an y o p er at io n al v eh icl es and a
h u ge num b er o f t h es e v ehi cl es r em ai n u n us ed m ost of t h e
t im e. S o th e y ar e gi vi n g t h es e v eh i cl es fo r r en t. By t h at
t h ey ar e gen er ati ng r ev enu e an d r ed u ci n g o p er ati on al
ex p en s es .
T h es e ar e th e m aj or ob j ecti ves and st r at egi es o f G r am een ph o ne, w hi ch
t h ey u s e t o s ust ain th ei r po s it io n in t h e T el ecomm un i cati on in du st r y o f
Ban gl ad es h.
7. Management Issues:
T h e w or ki n g en vir o nm en t i n G r ameen ph on e is v er y e m p l o y e e -
f r i en dl y. Ev er y em p lo yee at d if f er en t h i er ar chi cal l ev els w o r ks co h esi v el y
w it h oth er empl o ye es . E ach empl o yee h as b een w ell t r ai ned t o ack no wl ed ge
an d adh e r e to t h e cu ltu r al v alu es o f G r am eenp h on e. The mi nd set, v alu es

Grameenphone 24
an d b eh avi ou r of th e empl o yees al l in di cat e t o t h e st r on g o r ganiz atio n al
cu ltu r e t h at G r am een p ho ne up hol ds . T he emp lo yees l ear n th e cult ur e b y t h e
r ep et iti v e seq uen ce o f act iv iti es t h at ex p r es s an d r ein fo r ce th ei r im po rt ant
o r ganiz atio n al v al ues . H en ce, em plo yees sh o w gr eat er co mmi tm en t t o t h e
v alu es .
T he i nt ern al op erati on s o f a fi rm d et er min e t h e st ren gt hs an d
w eak ness es o f a fi rm . St r en gt hs al lo w th e fi rm to t ak e adv ant age o f
o p po rt uni ti es av ai lab l e i n th e en vi ron m ent , w hil e w eakn es s es r ep r es ent
p ot enti al th r eats to t h e o r ganiz ati on an d l imit th e s t rat egi es av ail ab le to
t h e fi rm. G r am eeph o ne th er efo r e h as been v er y mu ch su ccess fu l in d oin g
s o, t hu s b ein g th e m ark et l ead er fo r year s .
G r am eep h on e h as b een m an aged b y comp etent m an age r s ov er th e
year s . M ai nt ai nin g t h e int ern al and ex ter n al en vi ro nm ents and t r ai ni n g th e
em plo yees acco rd in gl y i s a di f fi cu lt tas k. At G r am eenp ho n e, t h e Lear n i ng
an d D ev elo pm ent ( L & D ) d ep art men t is r es po nsi bl e f o r t r ain in g the
em plo yees . T h e m an ager w e i nt erv i ewed is M r . S yed M asu d M ahm oo d, t h e
G l ob al L & D Par tn er ( Gl ob al Lear ni n g & D ev elo pm ent, P eo pl e &
O r gan izati on ) at Gr am een ph on e Lt d . H e h as been w o rk in g h er e si n ce 2 00 7
an d has been a co mp et ent m an ager th ro u gh out th ese year s and is r eco gn is ed
b y m an y. T h e st ron g cult u r al v al ues env isi on ed b y t h e com p an y i s sti ll
b ein g wi d el y h eld b y t h e em pl o yees . A s a m an ager , it 's i mp or t ant t o m ak e
s u r e th at t h e em plo yees k no w wh at th e y'r e w o r k in g f or , k eep in g th e co r e
v alu es of t h e compan y i n mi nd . Al so , gi v in g t h e e mpl o ye es a fl oo r t o voi ce

Grameenphone 25
t h ei r o pi nio ns i s ver y es s en ti al , w hi ch th e m an ager ful fi lls wo nd er fu ll y,
ap art fr om b ei n g v er y co o p er ati v e.
H o w ev er , it 's not po ss ibl e to not m ak e er ro rs in decisi on m akin g. N ot
all t h e p ack ages p ro vi d ed b y G P h ave b een su cces s fu l . Th es e p ack ages and
ap ps w er e t ho u ght t o be w on d erf ul a t fi r st, yet w er e un w el co m ed b y
cu st om ers . Th es e p ack ages w er e th en di s car d ed and new , i mp r ov ed
p a c k a ges an d ap ps h av e r ep la c e d t hos e to p ro vid e b ett er s e r vi c es t o t h e
cu st om ers .
8. Conclusion
In co n clu sio n, w e w o ul d li k e t o st at e th at G r am eenp ho ne h as b een
r u nn in g su cces s ful ly o v er t he year s . Thi s is d u e to t h e f act t h at t he comp an y
k n ow s ho w to ad dres s th ei r c us tom er s ’ n eed s an d w ants an d p ro vi de t h ei r
cu st om ers w ith t h e b es t s ervi ce p os sib l e. As a n o r gani sat io n, t he co mp an y
b eli ev es in cu st omer s ati s factio n, h ence b ei n g v er y cu sto m er - cent ri c. Th e
m an agem ent t r ain s t h ei r empl o yees t o f o cus t his ex act l y w h il e r et ai ni n g t h e
em plo yee - cen t ri c val u es to o. Thi s en ab l es a t r ans par ent co mm uni cat io n and
co op er at io n b et w een em pl o yees , ap pr eci at in g ot h er s ' opin io ns an d w o rk s,
n ot in dul gi n g i n p ro cr asti nati on , all wh il e u ph ol di n g t h e co mp an y's s tr on g
cu ltu r al v alu es .

Grameenphone 26
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