I need to answer some questions based on the following text. I just started marketing few months ago, missed a few lectures now I feel all blonde.
Grameenphone - The Telecom Leader in Bangladesh.
Introduction: Cellular telephony was introduced in Bangladesh during the early 1990s. At that time, there was only one mobile phone operator in the country, Citycell, which was providing only post-paid services throught CDMA technology. Telenor saw that there was a need for simple and easy mobile communication in Bangladesh. There was a huge unsaturated market which could be addressed by GSM technology, so they created 'Grameenphone', and the rest is history!
History: Initially, the cellular services market registered limited groth. This was primarily dua to the high tariff rates charged by the companiws (about Tk. 24 per minute for outgoing calls). Bangladeshis who were used to paying much lesser amounts (Tk 1.50 for first 5 minutes) for landline telephone calls found these to be very expensive. However, as there were only two players, a monopoly regime prevailed. The tariff rates as well as the prices of cellular phone handsets (instrument) available in that period continued to remain high. Hence, cellular phone services during that period were regarded as a luxury and companies mostly targeted the elite segment of the society. Moreover, these services were mostly restricted to the metros. Grameenphone tried to break this monopoly for the first time in Bangladesh.
Since its inception in March 1997, Grameenphone has built the largest cellular network in the country with over 10,000 base stations in more than 5700 locations. Presently, nearly 98 percent of the country's population is within the coverage area of the Grameenphone network.
The company has so far invested more than BDT 10,700 crore (USD 1.6 billion) to build the network infrastructure since its inception in 1997. It has invested over BDT 3,100 crore (USD 450 million) during the first three quarters of 2007 while BDT 2,100 crore (USD 310 million) was invested in 2006 alone. Grameenphone is also one of the largest taxpayers in the country, having contributed nearly BDT 7000 crore in direct and indirect taxes to the Government Exchequer over the years. Of this amount, over BDT 2000 crore was paid in 2006 alone.
Grameenphone was also the first operator to introduce the pre-paid service in September 1999. It established the first 24-hour Call Center, introduced value-added services such as VMS, SMS, fax and data transmission services, international roaming service, WAP, SMS-based push pull services, EDGE, personal ring back tone and many other products and services.
Grameenphone nearly doubled its subscriber base during the initial years while the growth was much faster during the later years. It ended the inaugural years while the growth was much faster during the later years. It ended the inaugural years with 18,000 customers, 30,000 by the end of 1998, 60,000 in 1999, 193,000 in 2000, 471,000 in 2001, 775,000 in 2002, 1.6 million in 2003, 2.4 million in 2004, 5.5 million in 2005, 11.3 million in 2006, and it ended 2007 with 16.5 million customers.
Based on the above case I need to write answers to the following questions.
1.1 Compare the alternative definitions of marketing and identify what definition is perceived by GrameenPhone (GP)
1.2 What was the main characteristics of marketing oriented organization? Do you recognize GP as one of them?
1.3 What are the various elements of the marketing concept perused by GP?
1.4 Identify and asses the benefits and costs of the Grameenphone's marketing approach.
2.1 Identify the macro and micro environmental factors that GP had to consider while making marketing decisions for operations in Bangladesh?
2.2 Propose segmentation criteria to be used for the new product.
2.3 List the possible factors which may influence the targeting strategy of GP?
2.4 How does buyer behavior affects marketing activities in two different buying situations?
3.1 Develop a marketing mix for a new product or service for GP.
4.1 What marketing mixes will be considered for two different segments in the market?
4.2 Discover the differences in marketing products and services to GP employees rather than consumers.
4.3 Identify how and why Telenor's marketing differs from Grameenphone's.
Marketing Help :( Watch
- Thread Starter
- 04-12-2010 06:17