Comparison Between Grameenphone and Banglalink

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American International University of Bangladesh

Research paper on
“Managing Profitable Customer Relationships & Partnering To build Customers Relationship-A Study OF Comparison Between Grameenphone & Banglalink.

Subject: Principal Of Marketing

Table of content:
Topic Page no. Introduction to Grameenphone| 3|
Introduction to Banglalink| 4|
Company Background| 5|
Mission Of The Organization| 5|
Market Offerings (Product, Size/Type & price)| 6|
Concepts Of Marketing| 8|
Marketing Mix| 9|
Supply Chain Management| 16|
Social Marketing Campaign | 17|
List & Short Notes On Business Portfolio| 19|
Evaluation Of SBUs by BCG Matrix| 20|
Application of Product-Market Expansion Grid Strategies| 21| Market Segmentation, Targeting and Positioning (STP) techniques| 23| SWOT Analysis of the Company| 26|

Introduction to Grameenphone

### Grameenphone Limited (“GP”, the “Company”) was established in 1996 and commenced services on March 1997 as a joint venture between Telenor of Norway and Grameen Telecom

### GP is a strong wireless operator in Bangladesh with approximately 25.3 million subscribers at 2010 with50.5% of the Bangladesh wireless market.

### For the fiscal year ended December 2010, GP generated total revenues of US$792 mn and underlying EBITDA of US$396 mn, representing an EBITDA margin of 50.1%

### GP operates on the GSM 900 standard with a total bandwidth of 7.4 MHz; and the GSM 1800 standard with a total bandwidth of 7.2 MHz

### The Company has a comprehensive network, with over 10,000 base stations, covering 97% of Bangladesh’s population and is GPRS/EDGE enabled.

Introduction to Banglalink

### Orascom telecom Bangladesh limited ("banglalink") is a 100% owned subsidiary of orascom telecom holding s.a.e., Egypt, ("oth") in Bangladesh. It was acquired by oth in 2004, and after a complete overhaul and the deployment of a new GSM network. Banglalink began operations in Bangladesh in March 2005.

.### Banglalink’s success was based on a simple mission: "bringing mobile telephony to the masses" which was the cornerstone of its strategy. Banglalink changed the mobile phone status from luxury to a necessity and brought mobile telephone to the general people of Bangladesh and made a place in their hearts. ### Banglalink attained 1 million subscribers by December 2005 and 3 million subscribers in October 2006. In less than two years which is by December 2007. Banglalink overtook Aktel to become the second largest operator in Bangladesh with more than 7.1 million customers. Banglalink currently has 14.22 million subscribers as of march 2010, representing a market share of 26%. ### Growth over the last years have been fuelled with innovative products and services targeting different market segments, aggressive improvement of network quality and dedicated customer care, creating an extensive distribution network across the country, and establishing a strong brand that emotionally connected customers with Banglalink.

Grameenphone| Banglalink|
Company Background In November 28, 1996 Grameenphone was offered a cellular license in Bangladesh by the Ministry of Posts and Telecommunications joint venture between Telenor of Norway and Grameen Telecom. Then in march 26, 1997 Grameenphone launched its service on the Independence Day of Bangladesh. Mission Of The Organization * reliable * widespread * convenient mobile and * cost effective telephone services| Company Background The long awaited launching of a mobile telecom network by a state-run enterprise had finally materialized on 1 March 2005. It also fulfilled a cherished dream of people who continuously demanded to the government for such an enterprise. The government started the "Mobile Telephone Project" and Bangladesh Telegraph & Telephone Board (BTTB) was entrusted...
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