Bangladesh Telecommunications Company Limited (BTCL) has lost
more over 17,000 subscribers in the last 6months. The earning of
consecutive fiscal year has decreased. The company data shows that
it earned TK.1283.65 crore in the 2010-2011 fiscal years whereas it
had income TK.1418.96 crore and TK.2108.51 crore, respectively in
2009-2010 and 2008-2009 fiscal years. Inefficient marketing policy,
such as lack of multi-scheme packages like other telecom operators.
Source : Dhaka Internet
1st Solution (Nurture Current Employees)Reduce the wages of the
employees for a certain period of time.Provide valuable training to
tackle various organizational problems.Build a mentality of
there-is-always-a-scope-to-improve.2nd Solution (Marketing)Market
segmentation: Segmenting the subscriber base is very vital because
customers are not all alike.Affinity program: BTCL can associate
with another state owned company ,e.g. the Bangladesh Bank.
Frequency marketing: The target market is young people.One-on-one
marketing: This policy should be implemented all over
Bangladesh.
3rd Solution (General)Infrastructural development: Network
service can be improved through infrastructural development.
Customer care: A highly sophisticated customer care which will be
ready to solve all sorts of problems. Advertisement: BTCL needs to
advertise their new policies successfully.ConclusionIn business one
must always be optimistic. So there is still hope if BTCL properly
executes the mentioned strategies. Thus BTCL can tap the market
again.
