Marketing Environment

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Macro Environment factor in Mobile Telecommunication sector of Bangladesh

The market environment is a marketing term and it refers to all of the forces outside of marketing that affect marketing management’s ability to build and maintain successful relationships with target customers. Company, its suppliers, distributors, and its competitors are also impacted by what is happening in the world. To succeed therefore, it is necessary to continuously monitor, anticipate, and adapt, to that environment and wherever possible, shape that environment.

The market environment consists of both the macro environment and the micro environment.

Micro environment
This environment influences the organization directly. It includes suppliers that deal directly or indirectly, consumers and customers, and other local stakeholders. This determines the relationship between consumers, suppliers, distributors, public and dealers.

Macro environment
This includes all factors that can influence and organization, but that are out of their direct control. A company does not generally influence any laws (although it is accepted that they could lobby or be part of a trade organization). It is continuously changing, and the company needs to be flexible to adapt.

Facts of Bangladesh in Mobile Technology

There are 9.55 crore mobile users in Bangladesh. which was 8.5 crore in December last year, according to the website of Bangladesh Telecommunication Regulatory Commission. Mobile operator Grameenphone has the highest 3.98 crore users, while Banglalink has 2.57 crore users, Robi 2.14 crore, Airtel 67.84 lakh, Citycell 16.83 lakh and state-owned Teletalk has 13.67 lakh users.

However, the number of total subscription means the number of valid connections or sold SIMs (subscriber identity module), not the number of people. According to a global marketing research firm, 81 percent mobile subscribers in Bangladesh use one SIM, 15 percent use two SIMs and 4 percent use three...
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