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Group H

Table of contents

Content
Back Ground Theme Main Isuue PESTLE analysis Human Resource Issue Recommedation Implementation

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02 11 12 13 21 24 29

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Background
Banglalink is the second largest cellular service provider in Bangladesh. Banglalink is
the member of the GSM family of Orascom Telecom Holding. Banglalink entered the Bangladesh telecom industry in 10thFebruary 2005, the scenario changed overnight with mobile telephony becoming an extremely useful and affordable communication tool for people across all segments.

Orascom Telecom Holdings (OTH)


Orascom Telecom Holdings (OTH) which was established in 1998 is one of the dynamic telecom companies of the world. This Egyptian Telecom company is facilitating cellular phone service to the people of 9 countries. The subsidiaries include Egypt, Algeria, Pakistan, Tunisia, Iraq, Bangladesh, Congo Brazzaville, Zimbabwe, and Democratic Republic of Congo. The operational performance in 2004 was driven by a robust subscriber growth with a marked rise in commercial activities by OTH operations. In September, 2004, NaguibSawiris-the Chairman and CEO of Orascom Telecom Holdings announced the acquisition of Sheba Telecom (Pvt.) Limited which was US$60million. After the establishment Orascom Telecom Holding has acquired nine operating licenses in this region. Now it is one of the leading mobile telecommunication companies of the world which is operating its business in nine emerging markets in the Middle East, Africa and South Asia. Now Orascom Telecom Holdings is serving to 18 million mobile phone subscriber of the world which is only 3.46% of the total market size of 520 million. The capital of Orascom Telecom is estimated at 1.1 billion Egyptian Pound represented in

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110 million shares. The majority of the share (56.9%) of Orascom Telecom Holding is owned by the Sawiris family of Egypt. IPO (Initial Public Offerings) of US$320 million was raised during the year 2000 which was the largest public offering at Egyptian Stock Market at that time. To increase the capital, Orascom Telecom Holding traded its share in London, Cairo, and Alexandria Stock Exchanges and all these offering covers the remaining 43.1% share of the total capital investment.

Banglalink(BL)
Within one year of operation, Banglalink became the fastest growing mobile operator of the country with a growth rate of 257%. This milestone was achieved with innovative and attractive products and services targeting the different market segments,aggressive improvement of network quality and dedicated customer care aneffectivecommunication that emotionally connected customers with Banglalink.

Mission Statement
To deliver innovative, customer focused products and to be the benchmark for customer service excellence.

Vision:
Banglalink understands peoples needs best and will create and deliver appropriate communication services to improve peoples life and make it easier

Share Value:
To ensure their vision is achieved, they have set themselves a few values, They want to be: Straight Forward Reliable Innovative Passionate

Objectives:
The main objective of Banglalink is to serve or provide better network and Coverage to their valuable subscribers and improve their communication level. The core

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Departmental objectives to achieve their vision are as following Provide effective and accurate front line and back office customer care and support to provide a high quality service. Researching and resolving customer-highlighted issues and problems. Retain valuable customers for the company as well as generate revenue and increase companys profitability. Maintain a management culture of high performance and strong accountability. Treat customers with courtesy, respect and consideration at all times.

Existing Department of Banglalink:


Banglalink has seven functional departments. Those are at given below. Marketing Sales Human Resources Customer Care Technical Department Finance Administration

Human Resource department and marketing department are playing a tremendous role and the role of these departments is at given below:

Human Resource Department:


Banglalink believe in these proverb that.

The Real Tigers behind the Stripes


Banglalink believe that their teamwork is their greatest asset.Banglalink ensures for the Tigers/Tigress:

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A friendly, professional and mutually supportive environment that encourages our people to develop their potentials to an optimal level. A true quality of professionalism that can be found in all world-class multinational companies Team oriented professionals, who contribute to the greater whole of the organization through their participation in decision making situations. A system which recognizes and rewards groups as well as individuals for their efforts and contributions to the company Human resource department plays a very important role in the functioning of the organization. There are 12 employees in the HRD who are reporting to the Head of HRD- Mr. Mohammed Allam. The main tasks of this department are employee recruitment, selection, transfer, promotion, training, performance appraisal, manpower planning etc.

Marketing Department:
The Marketing department consists of a number of sub units which includes: 1. Value added service (VAS) unit, 2. Loyalty & Retention unit, 3. Public Relation & Communications unit, Finance. 4. International Roaming unit.

1: Value Added service (VAS) unit is responsible for innovating and ensuring the value added
services. The existing value added services of Banglalink are: Call waiting/holding, Call forwarding/diverting Call conferencing/ T-adda. Call barring. Voice mailing/ i-bouble service. Free itemized billing.

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International roaming, Data/fax sending, Closed user group, SMS push-pull Premium SMS International SMS. Song dedication service.

2. Loyalty& Retention unit: is responsible for the designing of the special offers launched
from time to time in an attempt either to increase customer base or to increase ARPU. The VAS division is responsible for the continuously adding valuable services to provide a complete solution to existing customers. 3. Public Relation & Communications unit, Finance unit is responsible for designing and developing all promotional materials for the marketing of any new product/package and any other activities. 4. International Roaming unit ensures the roaming facility for the post-paid users banglalink. Post-paid subscribers of banglalink are getting international roaming facility in 120 countries.

Sales Department:
Sales department consist of a number of sub-division which are linked with each other. Sales department is controlled and led by the Sales Director. Four divisions of the sales department are: Direct Sales, Corporate Sales, Distribution Sales, and Sales Support

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Direct Sales: This sales division helps the company to stay in close touch with its customers and get faster and more reliable feedback from the sales force. This sales division consists of 23 employees. The purpose of these booths is to sell directly to its customers, beside its distributors/dealers. Corporate Sales: In comparison with direct and distribution sales, Corporate Sales is very small and this sales division consists of only 12 employees including the manager. They are 3 sub units of the corporate sales department: Large Corporate SME (Small & Medium Enterprises) PCO (Public call offices) Distribution Sales: This is the largest team in the department. Distribution Sales Department is responsible for managing the product distriactivities and ensuring the sales targets are met by the companys six distributors (Lipro, Asimpex, Butterfly, Propel, Deens&Deshlink) Sales Support: This team is the smallest of all the four teams. There are only 7 employees in the department. But, they form an integral part of the department by providing logistical support to the other three teams. Thus, they have to maintain liaison with the Procurement Department which maintains the out sourcing activities from Kallol Group of Companies Ring Bangladesh Limited OrasInvest (BD) Limited

Functions of Customer Care Department

A total of 142 people in this division providing customer service are strengthening the relationship of banglalinkwith its valued customers. Rumana Reza, the only female director in the organization, is the head of the Customer Care Department. This department is divided into three major divisions:

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Call Center Unit, (CCU): 43 people are working in shifting basis in call center to provide 24 hours service to the customers. Billing Division (BD): Customer care division is mainly responsible for billing customers and collecting revenue. This department works with the help of its six units. The units are bank reconciliation unit, bank communication unit, collection unit, credit recovery unit, fraud management unit and revenue assurance unit. Support Service Unit. (SSU): Maintaining the data base profile of the subscribers. There are 14 employees who are working and maintaining link with sales department to do their respective job. Customer Care Line (CCL): Customer care line is the core unit of Customer Care Department which has the direct interaction with the customers of banglalink. Their job responsibility is to make one-stop solution regarding any problem, quarry, or services to the banglalink customers.

Offered Product:
According to customer feedbacks, Banglalink packages are all attractive, since the connections and monthly line rents are the lowest in the industry, and would have attracted a lot more customers, if only the network could be improved. Pre-paid M2M Pre-paid Standard Post-paid M2M Post-paid M2M+ Post-paid Standard Upper Class INTIMIDATION AND PRESSURES IN THE TELECOM SECTOR : Bargaining power of buyers is growing for Banglalink because cellular phone customers have significantly high bargaining power because of the low cost of procurement of a hand set and SIM card.High degree of rivalry in the telecom industry has created and the scenario of telecom industry of Bangladesh has drastically changed when OTH invested in the country by purchasing 100% equity of Sheba Telecom Ltd.Banglalink gotpressure as the new entrants which were high.Bangladesh has a potential market for telecom

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industry as mobile telephony penetration in the country being somewhere around 8.54% of the total population of 148 million in the country. So, Telecom industry of Bangladesh is now at growth stage, which is attracting the foreign investors of world telecom market.

ENVIRONMENTAL FACTORS AFFECTING BANGLALINK :


Warning of Substitute Products: New innovation and introduction of new value added services
by one Telecom Company creates strong threat for other existing companies. Introduction of GPRS and internet browsing facility by Grameen Phone & AKTEL has made threat and affected the business of banglalink and CityCell.

Political environment: Frequent change in government policy regarding tax, VAT, import and
the like. There are complexities related to law and regulations. Government decision to enter mobile telecommunication industry effects of events in international politics.

Economic Environment: Worldwide negative economic impact after September 11,


2001affecting Bangladesh too.High tax imposition by the government will reduce the buying power of the consumers.

Social Environment: In Bangladesh, society is clearly clustered in to different categories


along different dimensions. Suppose higher and lower class population in the society.

Technological Environment: Technologically, Bangladesh is still far behind than the standard.
Lack of technical skill is a regular phenomenon for every industry in Bangladesh. ISSUES FACING BANGLALINK:

The poor image of Sheba Telecom Banglalink was as good as dead, and thus a dog (even in a high growth market) while it operated under the brand name Sheba.

Operational Issue: The Company plans to provide mobile communication coverage to all
the 61 districts of the country and its major highways by the end of the year.

Strategic issues: In a country where the mobile telephony penetration is below 2%, the best
strategic move for any operator would be to concentrate on expanding the subscriber base. However, in a population where majority of the people live below the poverty line it is doubtful as to how far the companies can succeed in increasing percentage penetration.

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CURRENT OPERATIONS OF BANGLALINK :


Banglalink is grabbing market share: In the 1 year of its operation, banglalink was able to hold the position of highest growth rate of world telecom industry and this growth rate was 1363%.Currently it has subscriber base of 1.64 million. Rapid improvement in network quality and coverage: Banglalink has kept their promise regarding the network coverage. Banglalink network has covered 61 districts and highways within a time span of 10 months. Lowest call rate for upper class (post-paid) subscribers: Banglalink is trying to keep its promise to make cellular phone affordable for the country people. In other way around, Banglalinks lower call rate offering strategy pressurized the other operators to reduce the tariff rate.
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CURRENT OPERATIONS OF BANGLALINK : Banglalink is grabbing market share: In the 1 year of its operation, banglalink was able to hold
the position of highest growth rate of world telecom industry and this growth rate was 1363%. This surprising growth rate reflects Bangla links aggressive carriage in grabbing market share.
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Spontaneous brand awareness: By the end of one year of its operation, banglalink has a
spontaneous brand awareness of more than 78% which is astonishing.

Rapid improvement in network quality and coverage: Banglalink top management has declared that
the company will cover most of the major districts and highways with its network coverage. Banglalink has kept their promise regarding the network coverage.

Rate of new product and service innovation: The rate of innovation is also appreciable, currently
Bangla link has 3 exclusive pre-paid packages, 13 categories post-paid upper class packages and 4 special corporate packages and 1 VIP postpaid package for elite people are available in the market.

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Lowest call rate for upper class (post-paid) subscribers: Banglalinks lower call rate offering
strategy pressurized the other operators to reduce the tariff rate. Hence, the people of Bangladesh are now talking through cellular phone at a cost of only 4.00 TK on an average where only one tears before the average price for 1 minute call 7 TK. was the call rate for upper class (post-paid) subscriber is only TK 3.48 / minute which is also the lowest in the in the industry. So, we can say that banglalink is playing an important role to make the cell phone more affordable.

Theme
Banglalink is one of the fastest growing telecom service providers in Bangladesh yet it is not the market leader here. It is facing an IT of problem including poor brand image and poor network. Moreover recently it has got itself into a contradictory situation with the government regarding the high call rate. Banglalink is trying to achieve competitive edge by giver lowest call rate in the market. It has also some problem regarding their sales department, and call centre where the employees are very inadequate. Customer of banglalink has also some complain regarding their value added service they think it is not good enough for them. Banglalink is also facing a problem regarding the poor billing issue. Customers are facing a lot of haragment regarding this. In spite of all those problem banglalink is trying to be the market leader by solving all the problems and giving the customer best service at a lowest possible price.

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Main issue

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PESTLE analysis
Political environment:
Present scenario:
For any business politics is a 2major concern. A good political environment can work as a great opportunity and a bad political environment can demolish the chance of success for the business. While doing business in Bangladesh Banglalink has faced a political problem which has bring about a huge conflict between Banglalink and the government. Although Banglalink has set a lower call rate than its other competitor it is still very high to reduce compared to the world standard. So the government has told Banglalink to reduce their call rate otherwise they will increase the vat on the per unit SIM Banglalink will sell from next. It will cause SIM price to go above a thousand taka. If it is so the customer buying power will decrease and they will not be able to purchase a new SIM, so the huge amount Banglalink is going to invest in networking will be in danger. Because they are hoping lots of new cutomer is going to purchase mobile SIM. So if the government is imposing higher tax consumer may not be interested to purchase new SIM. It is a great threat to a rising company.

Past scenario:
The cellular network is comparatively new concept in the context of Bangladesh. All though the grameen phone and city cell has started doing business in the past six month, their service is only for some selective people only who have great financial capacity. In the beginning the cost was comparatively high and government did not interfere in telecom industry in terms of pricing of per unit call. So the companies used

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to charge as their own wish. The companies had gained the first mover advantage. Having an cell phone was an privilege at that time.

Projected scenario:
In future it is expected that the pricing for per minute call will decrease as government has imposed pleasure on the telecom company to reduce the per minute call rate. This reduction will take place not only for government policies but also for that Banglalink wants to increase its market share and want to reach a lot more of people. They want to make this thing available for everybody and to make this available to everybody Banglalink should reduce the call rate otherwise people will not be able to effort the SIM card or the call rate so it would still be the product of rich people.

Economical environment:
Economics is the main concept for all the business. Before starting a business the entrepreneur should conduct an economic survey that means the demand and supply profitability and the overall environment and trend of the economy. after conducting this the business should proceed.

Present scenario:
Bangladesh is a developing country. Most of the people live here bellow poverty line. So it has very low GDP and GNP. The income for individual is also low. It refers that consumer has less buying power and to sustain in this market Banglalink has to think accordingly. but the economy of Bangladesh is facing a huge push up recently so it may help Banglalink. The inflation rate is also too high it means Banglalink has to expense more on its eequipment. As most of its equipment will be more costly than any previous time duoo influation.

Previous scenario:
Previously Bangladesh also had a lower GDP and GNP, all the money were holed by some selective people. Less use of technology and human resources productivity was also poor. For most of the people the cell phone was a matter of luxury and only selective people used the cell phone. So the company has to increase price in order to

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make profit and remain on their business. The inflation rate was also lees specially in the case of industry sector. So the cost of doing business was also less.

Future scenario:
Bangladesh is a developing county its economy is growing faster. The most important thing is that the wealth is not centre oriented any more all the people will earn more and they will have a lot of money left in their hand after they fulfill their basic necicity.this is actually the main opportunity for Banglalink . Because the people will want to expense their extra money to develop their quality of life. And to increase the quality of life they will chose the cell phone. Abiding by the economic rule if Banglalink reduce the price of call rate and the SIM card the demand for Banglalink SIM will increase because it will allow more middle class people to use cell phone and ultimately Banglalink will have the most pie of that extended portion of the market.

Present scenario:
Banglalink is the fastest growing corporation of Bangladesh. It has had an growth of 132% over last year it is the highest achievement for any business ever done by orascom telecom holding so they are planning to retain and increase the growth they want to reach more and more people. They want to cover 61 districts and 88 % population of Bangladesh in order to do this they have planned to make an huge investment in Bangladesh to develop their network and other service. This investment is 120 million us dollar in a single year. Indeed it iis an huge amount of money. They are investing this amount of money expecting that the economy of Bangladesh will have a boom and another 40 million people will be added in the next few years.

Past scenario:
The orascom telecom holdings has acquired and started a business in Bangladesh in the brand name of Banglalink. But their main problem was a very bad reputation of sheba company. It had a very poor financial background and also a very poor network. Sheba could not provide a better network and service to iits customer so when Banglalink has replaced sheba customer still have a less trust on it. So the demand was not high all though Banglalink promised to provide an good network service. So Banglalink has invested a lot and finally could manage to get the trust of the customer

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and so the demand for the banglalnk SIM at the pick. This was only possible for the huge investment of Banglalink in network developing.

Future scenario:
As the economy of bangledesh is having a boom. So it is expected that consumer will have more buying power and economic solvency. So they will buy more and more SIM card and will spend more money on talking over the phone. So basically a lot of money and market share is waiting for all the company. To grab majority of this market Banglalink is planning to invest a lot of money to improve their network as well as their service. So Banglalink is going to invest 300 million us dollar only to improve their network. Indeed it is a huge amount of money. And they will spend the money only based on the assumption that the demand for the SIM card will increase and consumer will spend more money over the phone.

Social environment:
Bangladesh is observing a huge difference in both the socio demographic and socio economic characteristic. This includes a very transparent difference in different categories of people. In the socio demographic environment we can observe that there are very few people holding the majority of asset so we can tell that a very few people are rich so what happened to the other portion of the people. The other portion who are majority can be divided into two parts middle class and the people living under the poverty line. So if telecom companies that want to expand the business and make profit has to target the majority of the population that is the middle class and poor people. To reach the market of those people Banglalink has to reduce the price of their call obviously. And Banglalink did this. Another important thing is that cultural value is very strong among the Bangladeshi people. So orascom telecomm holding has set the brand name related with the Bangladesh, they have token the name bangla from Bangladesh and added link .this has formed a new brand name Banglalink. By doing this they are trying to give the customer a truly Bangladeshi feeling so that they fell an obligation towards this company and this works, more and more people are switching to banglaliink and adopted this brand.

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Another important characteristic in the behavior of Bangladeshi people is that Bangladeshi people like changes they love to experience the new and new thing considering that Banglalink has introduced new packages that give customer variety and changes in the same time under the same brand. Being an poor country people living here tend to go at the telecom brand that charge less with minimum quality so Banglalink have adopted lowest call rate in the market to grab the majority market share. There is another trend in Bangladeshi that they love to consider the hiightech product as luxury. So the telecom service is still a luxury for the Bangladeshi people.

Past scenario:
Past scenario of Bangladeshi socio economic and socio demographic culture was even worst. Banglasdehi society used to be more conservative and didnt welcome the changes. The wealth was to a part of people and there were very few opportunities to be succeed in the business and very few options to earn. technological products were considered as super luxury products. The differences between the resources of different parties were also high. Most of the people were lived below the poverty line so pricing was more important factor to them than quality so all the industry were based on the low pricing factor only the telecom industry was based on the rich people customer base. Previously Bangladesh has also observed an high difference in lifestyles.

Future scenario:
As Bangladesh is improving as a whole nation, there is a lot of hope exist in the revolution of socio demographic and socio economic sector of Bangladesh. In future people will have more money in hand so they wont consider technological product as luxury anymore. They will consider those technological product as their common need specially cell phone it will become part and parcel of the general people people wont be able to even think of a day without it, about three quarter people will use the cell phone in Bangladesh . so a great chance of increasing and enhancing business will increase. The difference between the wealth of people will also idecresing. rich will get richer but poor wont get poorer. They will also earn money and contribute to the society. As they will earn money their standard of living and way of living will also increase. They will start consuming more on luxury product. And would like to spend more amount of money for making communication over the phone. And one day will come when people would like

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to have some value added service like internet in their cell phone so there is a big opportunity exist for Banglalink. People will still value culture but there would be some transformation. From the history we can also include that people would like changes and they would love to see more and more value added service in their cell all those will be possible in future.

Technological environment:
Technological environment is the the most important environment for any corporation doing business in 21st century and when it is an concern about a telecommunication company it is the major issue and good techno can always work as a source of competitive advantage

Present scenario:
Bangladesh has fallen behind other countries in many aspect techno is one of them. Bangladesh has a very poor technological environment and it is far away from other countries that can sets as an standard while other countries has switched into third generation technology Bangladesh is still stuck will second generation mobile network . And it is even struggling to provide the existing customer with better quality and better services. Most of the company operating in Bangladesh does not have a network coverage all over the country. Even if it is there it is not good enough to give clear voice quality and other service sit happened mainly because of the lack of investment and customer feedback. So support from both the parties is really important to maintain a good technological development. Another problem that is existing in the technological environment is that there is huge lack of qualified employees and the candidates in it sector. This problem is mainly hindering the it problem of Bangladesh.

Past scenario:
Previously the technological environment was not very different than what it is now. Even it was very bad compared to what it is now. Before five years there were nothing like technology in Bangladeshi field. Everything was done manually, it was just entering in the market so no company has tried to provide an better service they were always

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busy in having the first mover advantage by providing minimum quality, since the beginning Banglalink is trying to eradicate the problem and trying to give the best techno at a cheaper price.

Future scenario:
In future the techno of Bangladesh will improve a lot. All the companies will be based on the technology. More and more technology based company will be in the market this will increase compition among the companies which will allow the customer to have best services at minimum price. In this regard Banglalink is planning to invest 300 million us dollar to make the cellular technology available to the people of 61 district and 88% people of the country.

Legal environment:
Legal environment is one of the most important external factors that affect the success of the business. Even some legal issue cause extinct for some of the corporation.

Present scenario:
Bangladesh government has very strict business related rules and regulation. Specially for the multinational companies. They have imposed a huge amount of tax for the multinational telecom companies operating in Bangladesh this is basically discouraging the multinational companies doing business in Bangladesh and want to do business in Bangladesh. The government of Bangladesh is also thinking of imposing a very huge tax reate on the SIM card this is also a constrains for the telecom companies operating in Bangladesh. beacause it will threat the growth of the telecom industry. Banglalink is investing a lot of money in their network development and their concept is that the telecom industry will have a boom and but the present situation has created threat for Banglalink as well as it has created conflict with government. It is always bad to be in conflict especially with government because they are the most important stake holder for the business in all the countries of the world

Past scenario:
In Bangladesh it was always tough to do business. The government of Bangladesh has always imposed an huge amount of tax for the corporations. And also they have created some law that goes against the business. Especially for the foreign companies.

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Banglalink previously paid a high level of tax and vat to the government. And they have also paid a high amount of charge while importing the machineries important for network development.

Future scenario:
In future it looks that government will give more flexibility to the multinational companies of Bangladesh operating in telecom industry. They are going to reduce the corporate tax for them and also going to give them the opportunity to give their service to more people. Government will do this by reducing the tax on the SIM card. But they have sticked a condition with that, the companies must reduce their call cost to have this facilities. And it can be anticipated that Banglalink including all other telecom company will reduce the price of the call not only to get rid of tax but also to increase their market share by exploiting it among middle class people of Bangladesh.

Environmental Analysis:
Enough information was not given on this topic

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HR issue:
Human Resource management plays a vital role in any organization. Nowadays, establishing an organization without HR department is like committing suicide because HR department is a heart of an organization. So, for any organization, HR issues are very important because it deals with the companys HR department and HR department deals with everything related to the company. So, in this section, we should discus about the HR issues of Banglalink (BL)At first, we should mention the HR issues of Banglalink and after that we should discuss the reason that why this issue would be regarded as an HR issue.

The Hr department is not well organized


Human resource issues are very crucial factors for any organization in this world. HR Issues refer to policies, practices and employees attitudes toward their jobs. Analyzing And designing work, determining human resource needs, hiring effective employees, selecting employees for required position, train the hired employees for efficient working, rewarding employees, evaluating employees performance and giving them feedback, and also creating positive work environment all of these things are HR issues. The most important resources of any organization are its HR resources. According to this case there is no integrated HR department which actually plays the part of controlling and maintaining the whole organization .The major responsibility of HR department is to make job analysis to understand the requirement of of the job and the requirement of any person. Ther is no sub division of HR department who are responsible for recruitment .so it may not be best of the best candidates. For recruiting, various media can be used. From short listed, limited number of candidates HR officers select the right person, for the right place, in a right time, in a right salary for the organization by using various interviw sessions and other tactics. HR department is

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basically determines the salary standard. They make the compensation and benefit packages for employees so that they can be motivated and do their job efficiently. Not only have that, HR department done performance appraisal so that they can judge the performance of each employees and based on that various monitory and nonmonetary advantages is given to them. Finally other basic activities of HR department. Is they are concern with employees productivity level. To increase the productivity they usually provide different career management programs and counseling programs. In this case, the mentioned above components are missing because there is no well organized HR department.

Babglalink has no well organized and effective diversified workforce.


Diversity is a mixture of different people in the workplace. Managing the mixture of employees and developing each employees full potential while leveraging diversity as an organizations resource. Banglalink has no diversified work force According to the case, 100% of a companys employees were Bangli national. There is no indication of other national people who are working there. So they must need to hire the foreign experts to their company more productive one. If they cannot introduce that they will lose a benefit which the competitor may take the advantage.

Unclear Compensation Package


Compensation is the set of rewards and it is provide to the employee by the organizations in return for their performance in various jobs inside the organization. And this is the driving factor to retain employee in the organization. Handsome compensation package attracts better employees, Minimizes voluntary turnover, Fosters strong culture and help the organization to achieve competitive advantage in the market. But unfortunately Banglalink have proper compensation package for its factory employee. Performance and outcomes from an employee directly depends on compensation and its the responsibility of HRD to adjust this issue. So, we consider this as an im portant HR issue. A well tuned compensation package motivates the employee to increase the productivity of the company. Compensation is consisted of three basic things, which are base compensation, pay incentive and indirect compensation. Some of them are direct

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financial compensation, some are indirect financial compensation and rests of them are non financial compensation.

HR and Management Policies are too weak


The HR department is very week and they dont have strong policies which can motivate their employees and create better performance. They are no instruction of how the employee performance and work force relationwith the HR department. So, we think this poor HR department and week management policies are an important issue for the company. If the HR department not organized properly and if their policies are not that much strong and motivating then it will create serious problems in the work place. Its very important to have a strong HR department to control and motivate the employees. Otherwise any organization couldnt run properly.

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Recommendation
Problem no. 01
The Hr department is not well organized

Recommendation
Banglalink should be developing a well organized HR department. HRM have become an integral part in business. A difference in being a successful company or a failure company depends on the large extent on the employees.HR is responsible for nurturing the employees of the organization keeping them motivated, active, enthusiastic and dedicated to their work. Thus, the success of the company depends on HR management and practices followed in an organization. Human resource department plays a very important role in the functioning of the organization. There are 12 employees in the HRD who are reporting to the Head of HRD- Mr. Mohammed Allam. The main tasks of this department are employee recruitment, selection, transfer, promotion, training, performance appraisal, manpower planning etc. So according to the banglalink have more than 20 thousand employees in their organization. It is not possible to report appropriately about the 20 thousand employees by 12 HR employees. So banglalink should have to increase their HR department employees. This department is also responsible for performance appraisal of employees that is very important for the confirmation, increment, promotion, transfer of employees. So banglalink should take attempt to increase their HR employees and should working for the well organized HR department.

Justification
It is best, because HR is responsible not only for motivating the employees, keeping them active, dedicated but also for carrying out others tasks like requirement, selecting, training and development, compensation and benefits. In order to screen out the best from the poor or average, the selection has to be strict and closely maintained. Since banglalink does not have too much HR employees so it does not follow specific rules to compensate and highly trained their employees. Moreover in the current era of globalization and intense competition, it is very essential to train them and help them to

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develop their competencies in order to increase their productivity. Establishing an organization without organized HR department is like committing suicide because HR department is a heart of an organization.

Problem no. 02
No incentives or bonuses are given to the distributors which can decrease their dedication to sell their SIM card and packages.

Recommendation
Banglalink should have give incentives and bonuses to the distributors in order to spiral up their sales. It is mentioned in the case that banglaink has six sells distributor who generate the target market sells. In Bangladesh banglalink have many small distributors who sell their sim card and their packages, refilled customers balance etc. When banglalink are giving them some incentives, good offers, benefits, bonuses then these distributors are will be more dedicated toward their work. And that distributor is works hard to sell their products. Distribution Sales Department is responsible for managing the product distriactivities and ensuring the sales targets are met by the companys six distributors (Lipro, Asimpex, Butterfly, Propel, Deens & Deshlink). They are also responsible to ensure that these distributors and all the dealers who are operating under the distribution team are following the policies of the company with regard to promotions, package offerings, branding, pricing etc. So, Banglalink should have give incentives and bonuses to the distributors in order to spiral up their sales.

Justifications
It is the best because once the distributor receives bonuses or incentives, they will try to sell more banglalink SIM card, and ITOP UP because they will feel that if more banglalink product are sold the revenue will increase. As a result, the company will pay them extra bonuses and incentives for their dedication, contribution, and efforts.

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Group H

Problem no. 03
Babglalink has no well organized and effective diversified workforce.

Recommendation
Banglalink should be developing well organized and effective diversified workforce. To promote a diverse work environment is to actively attract and hire people of different cultures. There are many benefits of a diverse staff, such as gaining a variety of assorted talents and skills. Today, most employers understand that having a diverse workforce is an advantage. So according to the banglalink their workforces are not highly diversified. It is important to create a high diversified workforce. Because there are many people from Bangladesh but there are low amount of people from others cultures. When banglalink have many diverse people for their workforce they can easily gain their target market. Diverse people have diverse thinking. so basically their contribution will be increase for the organization. Banglalink have to be well organized and effective diversified workforce.

Justification
It is the best, because managing the mixture of employees and developing each employees full potential while leveraging diversity as an organizations resource. When the banglalink are create a highly diversified workforce and also the diverse staff then banglalink will be benefited such as gaining a variety of assorted talents and skills. Then the contributions and the employees dedication for work are automatically will be increase. Because then the employees thinking competitively within the organization and this will be happen for diverse workforce and also for diverse staff.

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Group H

Problem no. 04
Banglalink does not have any specific compensation plan to motivate its employees.

Recommendation
Banglalink should have a proper compensation plan for its employees. Compensation is the best form of showing applications towards a work. Having a good compensation plan would ensure that matters related to compensation is not overlook. Having a good compensation plan would also ensure that attraction of talented individuals towards the organization which would definitely be welcomed. Banglalink despite being a large company fails to take this into account which is very sad. So banglalink needs to have a proper compensation plan for if employees. Because compensation is a factor by which employees are being motivated. If banglalink have the proper compensation plan for its employees, distributors and others the employees and distributors conurbation and dedication will be automatically increased.

Justification
Increasing compensation is the best policy to get employees motivates .Compensation is the set of rewards that organizations provide to individuals in return for their willingness to perform various jobs and tasks within the organization. A highly compensation according to his or her job can motivated that staff or the employees. If the banglalink are enable to set great compensation plan the employees are getting more dedicated towards their works. A well tuned compensation package motivates the employee to increase the productivity of the company. Compensation is consisted of three basic things, which are base compensation, pay incentive and indirect compensation. But banglalink are not settled their employees compensation plan attractively. So it is the best way to motivate their employees.

Problem no.05
Banglalink does not have strong Management and HR policy for recruiting, training, promoting, to motivating its employees.

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Group H

Recommendation
Banglalink should have to create a strong management and HR policy for increase performance of its employees. It is important to create a strong management and HR policy for motivating, performing its employees. But banglalink does not emphasize strongly on HR and management policies. The HR department is very week and they dont have strong policies which can motivate their employees and create better performance. They are no instruction of how the employee performance and work force relation with the HR department. So banglalink have to build a strong HR and as well as the management policy to recruiting, training, promoting, to motivating its employees.

Justification
It is the best, because when the banglalink are enable to create a strong policy of management and HR then they can easily control these thing like recruiting, training, promoting, to motivating its employees. When the organization management policy and the HR policy are building strongly then the employees thinking positively. Then their contribution, dedication will be increase. So it is the best ways to achive the target market share. If the HR department not organized properly and if their policies are not that much strong and motivating then it will create serious problems in the work place

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Group H

Implementation
In the previous section we have identified some problems that are Banglalink having and also recommended some suitable solutions aligned with the organizational goals respectively for each of them. Now in this subsequent implementation section of the case solution, we have to answer some subsequent questions regarding the implementation process following our identified problems along with their solution. We will discuss elaborately in this section How we would implement our recommended plans, Who is going to implement them and at last not the least By when we would implement them. After answering all these questions following, the problems one by one hopefully we will be able to implement our plan timely and effecting.

Problem 01
The Hr department is not well organized

Recommendation
Banglalink should develop a well-organized HR department.

Implementation 01
There is a saying in business world Without proper implementation, no plan can be successful. So Banglalink must implement those plans that we have suggested in previous recommendation part, effectively so that it can easily overcome the HR weakness.

How it would be implemented?


We all know that without proper implementation no plan can be successful. To redesign and organize the HR department Banglalink has to hire some HR experts who will later decide how to develop the department. At first the need to decide the strategy for HR that will make strong firms overall strategy. Then designing the levels and how much post would be there, fulfilling that position by proper employees. Like executive managers, Mid-level managers, officers etc. Then they have to design the whole department according to the work criteria.

Who would implement?

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Group H

According to the company the HR head would implement this by the acknowledgement of chief executive officer. The implementation must be passed by the top management and concerning persons.

Where it would be implemented?


Banglalink is a subsidiary of Orascom Telecom. So the implementation must be under concern of headquarter. Then the Bangladeshi head office would implement it.

When it would be implemented?


After recommending the solutions it is important to make a time framework when it would be implemented. A strong HRD is a very crucial part of a firm. So as soon as possible Banglalink have to develop a strong HR department.

Problem no. 02
No incentives or bonuses are given to the distributors which can decrease their dedication to sell their SIM card and packages.

Recommendation
Banglalink should have given incentives and bonuses to the distributors in order to spiral up their sales.

Implementation 02
There is a saying in business world Without proper implementation, no plan can be successful. So Banglalink must implement those plans that we have suggested in previous recommendation part, effectively so that it can easily overcome.

How it would be implemented?


We all know that without proper implementation no plan can be successful. For this issue, marketing and sells departments need to work together. This team will plan how this implementation will work and generate more profit for the company. Final execution will be decided by chief commercial officer, the marketing, the finance and the sells head and other mid-level officers.

Who will implement?

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Group H

Final execution will be decided by chief commercial officer, the marketing and the sells head and other mid-level officers. But top management will make final decision.

Where it would be implemented?


The head office would implement the solution. Then it will be executed in all operational area.

When it would be implemented?


After recommending the solutions it is important to make a time framework when it would be implemented. Marketing and sells departments should implement the solution as soon as possible.

Problem no. 03
Babglalink has no well-organized and effective diversified workforce.

Recommendation
Banglalink should be developing well organized and effective diversified workforce.

Implementation 03
There is a saying in business world Without proper implementation, no plan can be successful. So Banglalink must implement those plans that we have suggested in previous recommendation part, effectively so that it can easily overcome.

How it would be implemented?


We all know that without proper implementation no plan can be successful. HRD will design and create needed position. Aligned with companys strategy HRD would fulfill those position and create the best workforce.

Who would implement?


According to the company organogram the HR head would implement this by the acknowledgement of top management. The implementation must be passed by the top management and concerning persons.

Where it would be implemented?


Banglalink head office will make the decision. The workforce issue is the concerning issue for local head office not the home headquarter.

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Group H

When it would be implemented?


After recommending the solutions it is important to make a time framework when it would be implemented. Concerning persons and HRD would implement the solution very fast.

Problem no. 04
Banglalink does not have any specific compensation plan to motivate its employees.

Recommendation
Banglalink should have a proper compensation plan for its employees.

Implementation 04
There is a saying in business world Without proper implementation, no plan can be successful. So Banglalink must implement those plans that we have suggested in previous recommendation part, effectively so that it can easily overcome.

How it would be implemented?


We all know that without proper implementation no plan can be successful. To get maximum effort from employee HRD would design a specific balancing compensation structure. Then top management will decide and approved the compensation structure.

Who would implement?


According to the company organogram the HR head would implement this by the acknowledgement of top management. The implementation must be passed by the top management and concerning persons.Top management would contact with the finance department. Then they will consider the market. After approval HRD will execute the implementation.

Where it would be implemented:

Banglalink head office will make the decision. The workforce issue is the concerning issue for local head office not the home headquarter. So HRD will implement it in head office.

When it would be implemented?

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Group H

After recommending the solutions it is important to make a time framework when it would be implemented. Top management and HRD would implement the solution quickly.

Problem no.05
Banglalink does not have strong Management and HR policy for recruiting, training, promoting, to motivating its employees.

Recommendation
Banglalink should have to create a strong management and HR policy for increase performance of its employees.

Implementation 05
There is a saying in business world Without proper implementation, no plan can be successful. So Banglalink must implement those plans that we have suggested in previous recommendation part, effectively so that it can easily overcome.

How it would be implemented?


We all know that without proper implementation no plan can be successful. To get maximum effort from employee HRD would design a unique strategy that will gain a competitive advantage among the industry. Then regularly update the strategy.

Who would implement?


According to the company organogram the HR head would implement this by the acknowledgement of top management. The implementation must be passed by the top management and concerning persons. But HRD will make market survey and based on that result they will design the strategy.

Where it would be implemented?


Banglalink head office will make the decision. The workforce issue is the concerning issue for local head office not the home headquarter. So HRD will implement it in head office. But not only implementing but also concerning regularly with market because this is not a fixed issue it fluctuate with market.

When it would be implemented?


Time is another crucial factor in implementation process. Top management and HRD would work on this very fast and then implement it more rapidly.

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Group H

Implementation is most crucial and difficult task in a firm because if its fitted well the firm will be very strong but if its fail it will harm for a very long time.

Appendix

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