WELCOME TO OUR PRESENTATION

Name of the Group Members

NAME MOSTAFA SHAKIL. MD. MAMUNUR RAHMAN. MD, SHAHADAT HOSSAIN. FATIMA-TUZ-ZOHORA. NILUFA RAHMAN. BATCH 2ND 2ND 2ND 2ND 2ND SEC A A A A A ID 30 33 40 06 07

INTRODUCTION
BACKGROUND
TM International (Bangladesh) Limited (TMIB), a joint venture company of Telecom Malaysia Sdn. Bhd., of Malaysia and A. K. Khan & Company Ltd. of Bangladesh has started its commercial operation in Dhaka, the capital city of Bangladesh as a GSM 900 cellular phone operator on 15th November, 1997 the tremendous success in Dhaka TMIB has started its operation in Chittagong in March 26, 1998. TMIB uses the Global System for Mobile (GSM) communications as the digital cellular system which is fully featured with services like Basic Telephony, Data and Value Added Services, (VAS). TMIB has an integrated and fully computerized Customer Care Billing System (CCBS) which supports virtually all subscriber-related functions.

DIAGRAM: PIE CHART OF COMPANY OWNERSHIP SHARES

DIAGRAM: ORGANOGRAM OF THE TMIB

MANAGING DIRECTOR

Technical Division GM Technical

Marketing Division GM Marketing

Financial Division Chief Fin. Officer

IT Division

HR Division

GM IT

HR& Ad. Manager

GM Finance

Coordination & Regularity Dept.

Corporate affairs Dept.

Internal Audit Dept.

Corporate strategy Dept.

Director Coord.

Head of CA.

Manager

Manager

MARKETING RESEARCH ON AKTEL

EXECUTIVE SUMMARY
TM International (Bangladesh) Limited (TMIB) or namely AKTEL is one the four mobile phone services company in Bangladesh. The strategic vision of TM is to become the most preferred GSM cellular service provider in Bangladesh. TM always wants to achieve desired sale and growth and customer base and also wants to encourage existing customers to use more and more of their services. Under competitive pressure from the rivals AKTEL has to utilize its strength in the market. Since the company has many problems regarding marketing management, this research aims to narrow down the problems and identify each from the customers point of view as the customers are the first to be given the priority in the current competitive age. Results from secondary and primary data analysis will conclude the ultimate problems and give the way to possible solutions to make a recovery. Our satisfaction as researchers will come when we will be able to complete the research successfully without any difficulties. We hope that our report will become source of inspiration for the fellow students who will read and learn from it.

THE VISION, THE MISSION

THE VISION: To be the most preferred GSM cellular service provider in Bangladesh. THE MISSION: To provide total customer satisfaction as the company strives to become the most preferred GSM cellular service provider in Bangladesh. TMIB will achieve this through developing people, products, and services of the highest quality and meeting the needs of its employees, shareholders and the nation. THEME: Customer first.

Current customer segmentation

Individual businessman, entrepreneur professionals and established organizations are the main customers of TM. They have also a target to take students and low-income groups with their introduction to Mobile-toMobile and prepaid services. To serve the market more accurately their target market will be further segmented based on psychographics and business size.

MARKETING RESEARCH ON AKTEL

MARKETING STRATEGY
TM always wants to achieve desired sale and growth and customer base. TM wants to encourage existing customers to use more and more of their services. Their newly introduced package named Chamak is one of their successful initiatives for the existing customer. It has a concept of Customer brings Customer.

Product positioning
PRODUCT POSITIONING Initially their target was to reach the top. But others are targeting to the grass root level, and increasing their customer. TM wants to be the leader with good quality and is designing products for the middle class rage also. TM should keep enough flexibility to design other components of marketing mixes as well.

Marketing product Mix planning

MARKETING MIX

PRODUCT PRICE AKTEL emphasizes on Necessary changes in tariff continuous improvement structure and changes in of quality. charges in terms and conditions. They reposition slow moving products to Penetration pricing is done different target markets. by the company in the face of competition They are always branding AKTEL with all packages Skimming policy is also with a GSM services. adopted where possible. PLACE PROMOTION AKTEL makes an effective The company publishes use of distribution brochures with all AKTEL Makes product and necessary information and service delivery system does press more effective and time advertisements. They will consuming do television commercials AKTEL provides wider in future, and also make billboards. distribution network to

MARKET DEVELOPMENT

AKTEL GM are trying to convert non-users mobile phone users, stressing the benefit of GM services, and with the service benefit of AKTEL that will make their life easier. To serve the market more accurately their target market will be further segmented based on psychographics and business size.

PRODUCT DEVELOPMENT
The strive to develop a better product will be a continuous process for AKTEL. They are conducting market research in every three months. They will use the input to develop new product based on the data they will get from the survey. Thus the product will be designed to meet the customers need.

SWOT ANALYSIS
Internal Analysis Strength GSM Technology Better reputation Effective human resources Weakness Poor coverage than the competitors Not enough channels with BTTB Absence of human resource policy

Quality top management

Quality Billing system Quality Customer Care system Expertise and experience of parent company Better liaison with foreign GSM operators Long range strategic planning Market research unit Strong dealer network Good reputation

Shortage of human resource in help line

Package-pricing are more expensive and less attractive

SWOT ANALYSIS
External Analysis Threat Unstable political culture Opportunities Public sector unable to meet demand

Recession in the economy

Non co operative telecommunication regulatory body

Product with very long life cycle

New technology

Possible health risk for using mobile phone

Growing middle class population

Main computer has a congested network because of its unplanned growth

Marketing management problem

While going through the existing situation in the market it is being found that AKTEL GM has the following problems in their marketing management section. Those are Service Problem & problem in frequency, which is a major problem currently AKTEL is facing. AKTEL has the unavailability of international roaming and also has SMS problem. Their facility for SMS is not up to the level of their major rivalry like Grameen Phone. Unavailability of prepaid card which shows their lacking in marketing and sales inefficiency. There major competitor Grameen Phone has better distribution of their pre paid cards than AKTEL has.

Lack of attention to the customers is another marketing management problem. Currently whatever customer care they are providing is not sufficient for their existing customers. If they do not increase the customer service, they would be unable to cover their increasing customers as well. New package is offered to the new customers only whereas their old customers do not get facility of this package. Even though AKTEL promised to provide TNT facilities to some consumers, they have no yet kept their promise.

MARKETING RESEARCH OBJECTIVES

The marketing research aims to investigate on the major marketing problems that AKTEL is facing now in the current marketing situation. We came across to find out that AKTEL is now confronting with intense competition in the mobile phone market of Bangladesh. We tried to pinpoint the seriousness of this problem, and according to our research work, survey and studies we make an endeavor to find the possible solutions that would make an end to this situation. We plan to divide the body of our paper into several sections, each one exploring one of these issues. We will also endow with an introduction that will talk about the problems encountered and a conclusion summarizing the results of our investigation.

MARKETING RESEARCH ON AKTEL

Secondary data analysis

1. INDUSTRY ANALYSIS
Customers( in lakh)

2.9

0.5
GP Telecom AKTEL Citycell

4.75

13

Sheba

Mobile phone service is a blooming business in our country. Since there are government restrictions over giving license, only a few, namely the four companies are the oligopolist players in market. We will have a short snap of the mobile phone services industry background and history. Currently we have four companies in the sector which are private invested companies. The shares the companies hold are given in the graph to have a brief idea about the market shares. Grameen Phone is the major shareholder in market which has approximately 13 lakhs customers, next is AKTEL with 4 lakhs 75 thousand customers, then City Cell has 2 lakhs 90 thousand and Sheba has 50 thousand customers.

Market potentialS
From the beginning of the cellular phone service business, market demand for mobile phones was present. But proper development was not implemented for that purpose. For instance, infrastructure was not built to support the services by any of the government sector or private sector. A Company needs a system for exchanges and transmission networks which was not developed. So, in spite of market demand for mobile phone services, the few companies could not supply their services to the potential customers.

TARGET MARKET FOR AKTEL

Year Number of target customers

200 4 200 5

10,00,000

18,00,000

Competitors
GRAMEEN

PHONE. CITYCELL. BANGLA LINK.

MARKETING RESEARCH ON AKTEL

WHAT NEXT?

Information obtained from the secondary sources has given a clearer idea about the organization. Our preconception towards AKTEL has been modified after the interview with the management. This will in turn help us to reconstruct our questionnaire to find out the nature and solution of problems regarding AKTELs service. From the discussion with AKTELs management we obtained some information which will lead us to rethink about the opportunity of AKTEL. New information about AKTELs future plan that we were being exposed to are:

AKTEL is planning to setup three more Customer Service Centre in Dhanmondi, Uttara and Motijheel. Previously we have mentioned that AKTEL does not provide International Roaming Service but from the discussion it has been found that they are going to include International Roaming service in their Service Plan by September. Currently AKTEL has 20 Agents throughout the country. They are planning to expand 20 more agents by 1st May. Till now information that we gathered, was from the point of view of AKTELs management.

CONCLUSION
After all the analyses from the secondary data we have found the stronger base for conducting our next phase of research which is primary data analysis through questionnaire survey. The marketing department of AKTEL assured us to give possible cooperation regarding the next part of the research. Our satisfaction as researchers will come when we will be able to complete the research successfully without any difficulties. We hope that our report will become inspiration for the fellow students who will read and learn from it.

THANKS TO ALL