Internship Report on Strategic Case Analysis on Grameenphone Ltd.

Abstract

Grameenphone the leading multinational company in telecommunication service sectors occupying around 50% of the market share and having more than 23 million subscriber bases. The strongest side of Grameenphone IS its customer's service and its relationship with their subscriber. Almost each part of the country connected and it turned out to be a big hit. The big profit maximizing company also captured most of the leading market share and generating revenues from its several divisions. The biggest strength of Grameenphone is its widest network coverage. Grameenphone has a dual purpose - to receive an economic return on its investments and to contribute for the economic development of Bangladesh where telecommunication can play a vital role. it had a great desire to reach one phone in each village to contribute significant better life through out the villages. Their dream became true and they have started operating in the rural areas. The company has been a pioneer in introducing new products and services to the market. Grameenphone's basic strategy is to coverage both the urban and rural areas. In contrast to the "island" strategy followed by some companies, which involves connecting isolated islands of urban coverage through transmission links, Grameenphone builds continuous coverage and may vary from area to area depending on market conditions, the basic strategy of cell - to - cell coverage is applied throughout Grameenphone network. Grameenphone has done re-branding by introducing Telenor Logo in 2006, but keeping the name "Grameenphone" intact. The general people of Bangladesh viewed Grameenphone as a nationalistic company, as its previous logo, theme all used to matches the country's nationalistic profile. As they did so, they got positive and negative response from its different group of stakeholders.