Synergy

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ASSIGNMENT
Strategic Management
TOPIC

Implementation of Strategies of Robi

Submitted to
Reaz Ameen Choudhury
Course Instructor
Strategic Management
Department of Human Resource Management
Faculty of Business Administration

Submitted by
GROUP A
Report by
Mohammad Rasel Ahmed
S. M. Benzir Ahmed
Other Members
Mahbub Alam
A. K. M Najmul Alam
Shohana Afreen
Mohammad Khorshed Alam

Id: 00-00000-0
Id: 00-00000-0
Id: 00-00000-0
Id: 00-00000-0
Id: 00-00000-0
Id: 00-00000-0

Sec: B
Semester: Spring 2012
MBA Program
Department of Business Administration

Submission Date: 25 February 2012
American International University-Bangladesh, Dhaka

Executive Summary
The study is on Robi’s (a telecom operator in Bangladesh) implementation of its vision. The study describes, how visions of different levels are linked; corporate, business and functional. To narrow down the study only marketing activity done by marketing division has been focused in this study. The report covers the basic company information about large Asian telecom giant Axiata and its company Robi operating in Bangladesh. This also includes the company hierarchy of Axiata (only top level) and Robi to better understand the process. A SWOT analysis which describes the problems and opportunities of Robi has also been included in this report.

Implementation of Strategies of Robi |

2

Index
Introduction ………………………………………………………………….………….……

04

Company Profile: Axiata ……………………………………………………….………….. Values ……………………………………………………………….….………..…. Brand Values …………………………………….………………………...……….

04
04
05

Hierarchy: Axiata ………………………………….………………………………...………

05

Company Profile: Robi ………………………………………………………….….……… Principle of Robi ……………………………………………………….………….. Product Portfolio ………………………………………………………..…….…..

06
06
07

Hierarchy: Robi ………………………………………………………………………………

08

SWOT Analysis of Robi ………………………………………………………....…………

10

Implementation of Vision & Mission ……………………………………………………… Corporate Level (Axiata) ……………………………………………………......... Business Level (Robi) …………………………………………………..…………. Functional Level (in Robi) ………………………………………………………....

11
11
12
13

Conclusion ……………………………………………………………………………………

16

Implementation of Strategies of Robi |

3

Introduction
Every company needs a vision and mission to get a clear direction for sustainability and growth. In small companies, the formulation and implementation of vision-mission confined within owner level and that doesn’t spread that much further among the employees. But for the big multinational or international companies without shared vision it’s impossible to hit the target. In this study, it tried to reveal how the Asian telecom giant Axiata’s Robi, which operates in Bangladesh, performs to meet the vision in different level: corporate, business and functional. Here only marketing part has got the focus.

Company Profile: Axiata
Axiata is one of the largest Asian telecommunication companies focused on high growth low penetration emerging markets. Axiata has controlling interests in mobile operators in Malaysia, Indonesia, Sri Lanka, Bangladesh and Cambodia with significant strategic stakes in India and Singapore. India and Indonesia are amongst the fastest growing telecommunications markets in the world. The Group, including its subsidiaries and associates, has over 187 million mobile subscribers in Asia and serves the needs of Asia by providing affordable and innovative mobile services covering over 1.6 billion people across 10 countries. The Group provides employment to over 25,000 people across Asia. Axiata's vision is to be a regional champion by 2015 by piecing together the best throughout the region in connectivity, technology and people, uniting them towards a single goal: "Advancing Asia".











Axiata Group Berhad (formerly known as TM International)
Incorporated on 12 June 1992
Listed on the Main Board of Bursa Malaysia...
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