Why GP is the Market Leader?

Prepared By- Batch:48D

Sadman Prodhan (47)

Company Profile

• Company name: Grameenphone (GP)• Company Type: Telecom• Inception: March 26, 1997• Parent: Telenor (55.8%), Grameen Telelcom

(34.2%), Public (10.0%)• Technology: GSM• Brand promise: Cholo Bohudur (Go Beyond)• Customer Base: 46.04 million

GP- The Market Leader

• Best Network Coverage• Lease of Fiber optic cable from Bangladesh

railway• Strong Distribution Channel throughout the

country• 1st entry in the GSM telecom sector

GP- The Market Leader

• International standard ownership structure maintained by Telenor

• Access to remote rural distribution area through Grameen Bank

• Better Value Added services (F&F, Internet, Miss call alert, E-bill, Vehicle Tracking etc)

• Innovation in service (FB USSD, Vehicle tracking, Pay for me etc)

GP- The Market Leader

• 1st introducer of 3G• Skilled HR• 24 hour customer service

Strategic Group Mapping

1. Network vs. Call rate:

Network

Call Rate

Strategic Group Mapping

• GP: Best Network but Highest Call rate• Banglalink and Robi are at same class in

regard of Network and Call rate• Teletalk and Citycell are at same Call-rate

class but Teletalk has better network• Airtel is best cost provider with least best

network

Strategic Group Mapping

• Customer Base vs. Network coverage:

Customer Base

Network Coverage

Strategic Group Mapping

• GP has best Network coverage with largest customer base (46 mil)

• Banglalink has the 2nd best customer base (27mil) with 3rd best network

• Robi is 2nd best in network but 3rd in customer base (20mil)

• Airtel has a customer base of 8 mil (4th) • Teletalk and Citycell are at close competition

Strategic Group Mapping

• Life Cycle vs. market share:

Life Cycle

Market Share

Strategic Group Mapping

• Citycell incepted in 1989 but 5th in market share• GP founded in 1997 and now market leader with about

43% market share• Robi also started in 1997 and now have a market share

of about 19%• Banglalink has a share of 25% and incepted in 1996• Airtel is the newest member (2010) with 7% market

share• Teletalk being the govt owned company has a base of

about 2-3 % share