45358593-Positioning-Approach-of-Grameen-Phone-by-Shovon

45358593-Positioning-Approach-of-Grameen-Phone-by-Shovon -...

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1 Assignment on : Positioning approach of Grameen Phone Submitted To: Abureza Muhammad. Muzareba Course Instructor of Marketing Management Department of Business Administration Submitted By: Golam Khairul Omam Id No: MBA 021 080 030 Batch: 43 rd NORTH SOUTH UNIVERSITY
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2 Executive Summary As a market leader, GrameenPhone is continuously coming up with new ideas regarding its products and services. They specially concentrate on developing the best network backbone availabe in tele-communication industry we have now a days. In this project we try to focuse on the factors behind the core idea of Grameen Phone’s positioning strategies towards it’s target customers. In addition of its positioning term , Grameen Phone recently try to focusing on it’s differentiated services, such as, the non-voice services as because the company knows in near future, voice based services will reach to the maturity stage which will make the business growth constant to some extents. Hence, the company is trying to maintain the leading position in non-voices services as well like SMS, Push-Pull, and Information related services at the early growing stage. These services are working as a building block to increase GP’s service value. Coming up with innovative service is easier than making subscribers aware of services. Hence through this report I have tried to analyze the present situation of the cellular phone industry in Bangladesh and GP’s positioning strategy in there to find out the services that Grameen phone is presently providing to its valued customers & their satisfaction level to further established other positioning attributes. 15 million people out of 140 million total citizen of Bangladesh are presently using cell phone; it means that out of every 9 people
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3 one is using cell phone. In the third world country like Bangladesh the amount of users is amazing. Grameenphone holds almost 61% market share of telecom industry that is out of every 10 users 6 belongs to Grameenphone. So GrameenPhone marketing strategy should be “Profitable growth & expanding market share through satisfying existing customers”. I have also made a comparative service analysis of various cellular phone companies in Bangladesh and drawn some valuable recommendation to GrameenPhone to be the market leader in future in this competitive market. A comprehensive survey was conducted to know about GP’s present position in the market and its present service condition that is providing to its valued customers. The survey report shows that Grameen phone is still a market leader in this industry but as it is becoming more competitive day by day so Grameen phone should revise its service packages, quality with more conveniently for the customers. Among the other cellular phone companies GrameenPhone has some unique competitive
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This note was uploaded on 06/29/2011 for the course BBA 202 taught by Professor Svd during the Spring '11 term at Ahsanullah University of Sci & Tech.

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45358593-Positioning-Approach-of-Grameen-Phone-by-Shovon -...

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