1. Term paper On Identifying the Marketing Strategy in Existing
mobile Company in Bangladesh Siddheswari University Collage, Dhaka
Department of Marketing
2. Term paper on Identifying the Marketing Strategy in Existing
Mobile Company in Bangladesh Submitted to Md. Mizanur Rahman
Mazumder Chairman Department of Marketing Siddheswari University
Collage, Dhaka. Submitted by Md. Shibly Hasan Dept. Marketing Roll
no: 9575781 Registration no: 1625621 Date of submission: 15 April,
2013. Siddheswari University Collage, Dhaka
3. Letter of Transmittal 15 April, 2013 Md. Mizanur Rahman
Mozumder Chairman, Department of Marketing, Siddheswari University
Collage, Dhaka. Subject: Submission of term paper Dear Sir, With
great respect, I am happy to submit my report on the topic
Identifying the marketing strategy in existing mobile company in
Bangladesh. I am felling proud to prepare my Report under your
energetic guidance and supervision. This report is an important
part of BBA program. In completing the report I tried my level best
to blend all my knowledge and in imparting every accessible details
of the survey avoiding needless intensification of the report. Your
priceless supervision, suggestion, and guidance have helped me to
prepare the report with trouble-free. I will be very glad, if you
kindly accept this Internship Report. Sincerely yours, Md. Shibly
Hasan Roll: 9575781 Rage: 1625621 Program: BBA Department of
Marketing Siddheswari University Collage, Dhaka. National
University, Bangladesh.
4. Students Declaration I hereby declare that the report of
term paper namely Identifying the marketing strategy in existing
mobile company in Bangladesh. I also declare that this paper is my
original worked and prepared for academic purpose which is a part
of BBA and the paper may Not Be Used in Actual Scenario. Md. Shibly
Hasan Roll: 9575781 Rage: 1625621 Program: BBA Department of
Marketing Siddheswari University Collage, Dhaka. National
University,Bangladesh.
5. Supervisors Declaration I hereby declare that the concerned
report entitled Identifying the marketing strategy in existing
mobile company in Bangladesh is an original work by Md. Shibly
Hasan, a student of BBA (Hons), Department of Marketing,
Siddheswari University College, Dhaka-1217 has completed his term
paper under my supervision and submitted for the partial
fulfillment of the requirement of the degree of Bachelor of
Business Administration (BBA) at Siddheswari University College.
Md. Mizanur Rahman Mazumder Chairman Department of Marketing
Siddheswari University College Magbazar, Dhaka.
6. Acknowledgement First my heartiest gratitude to my reverend
teacher and advisor of this course M.D. Mizanur Rahman, whose
enthusiastic guidance and critical comments during the entire phase
of the study made it possible for us to prepare this report. Our
debt to him is warmly acknowledged. I would also like to convey my
sincerest gratitude to website through which I have gotten many
data and information for preparing this report. I am also thankful
to all the group members, friends circle for their friendly
co-operation and help. My parents also encourage me in many ways to
prepare this report.
7. Executive Summary The study seeks to Identifying the
marketing strategy in existing mobile company in Bangladesh. How
they operate their business in Bangladesh with their local
competitors. To operate their business hoe they develop their
strategy to gain the competitive advantage. In details the study
aimed to identify the business policy and their strategy in
Bangladesh. What is their key success factors, marketing strategy,
competition structure, market audit as well as how they develop
their segmentation, target market, positioning strategy,
advertising and promotional activities and what is the output.
8. Table Contents SL NO Subject page Chapter 1 Introduction 1.1
Abstract 2 1.2 Object of the report 2 1.3 Introduction 3 1.4
Methodology 3 Chapter 2 TELECOM OPERATORS IN BANGLADESH 2.1
Grameenphone 5 2.2 Robi 7 2.3 Banglalink 10 2.4 Mobile Phone
Operators at a Glance 12 Chapter 3 Marketing Strategies of Existing
Mobile Operators in Bangladesh 3.1
GrameenphonesStrategicAnalysisofExistingProducts 14 3.2 Marketing
Strategies of Robi 15 3.3 Strategic marketing plan of Banglalink 17
3.4 Existing offers in several mobile operators 20 3.5 Marketing
Slogan 21
10. Chapter One Introduction Abstract Object of the report
Introduction Methodology
11. 1.1 Abstract The study seeks to Identifying the marketing
strategy in existing mobile company in Bangladesh. How they operate
their business in Bangladesh with their local competitors. To
operate their business hoe they develop their strategy to gain the
competitive advantage. In details the study aimed to identify the
business policy and their strategy in Bangladesh. What is their key
success factors, marketing strategy, competition structure, market
audit as well as how they develop their segmentation, target
market, positioning strategy, advertising and promotional
activities and what is the output. 1.2 Object of the report To
prepare and submit the term paper within specified time. To have a
very practical idea and over viewing the marketing sector focusing
on some telecommunication service provider like grameenphone,
banglalink, airtel and their performance in Bangladesh. Present
companys current mission, vision, objectives, and goals. Find out
their strength, weakness, opportunity, threats. Defining their
market segmentation, target market, products positioning and key
marketing areas. Source of information the report is internet. 1.3
Introduction The people of Bangladesh are now dreaming of a digital
Bangladesh. Faster development of telecommunications network
coupled with improved quality of
12. service in line with the national development is a must for
the fulfillment of the vision and aspiration of digital Bangladesh
and also to take her to a position of honor in the community of
nations in the 21st century. Mobile phone operators have been
playing an important role in this regard. The telecommunications
market in Bangladesh, particularly the mobile phone sector, is
consisted of six mobile phone operators. These are Grameen Phone
Ltd. (GP), Axiata (Bangladesh) Limited (Robi), Orascom Telecom
Bangladesh Limited (Banglalink), PBTL (Citycell), Teletalk
Bangladesh Ltd. (Teletalk), and Airtel Bangladesh Ltd. 1.4
Methodology The study covers a survey about few telecom operators
of Bangladesh. Moreover, short overview of mobile operators, their
prospects in Bangladesh, their principle issues and problems,
mission, vision and objectives of the company are also covers. A
detail of strategic activities of few telecom operators is provided
to get an understanding of the marketing strategy. For this study
information is collected from both primary and secondary sources.
Some websites are an immense source of information about Telecom
operators of Bangladesh. As a student of under graduate level due
to time constraint comprehensive study based on information
collected from primary source is not possible by me. So, I
interview some of the marketing executives to get an idea of
operations and issues in those company.
13. CHAPTER TWO TELECOM OPERATORS IN BANGLADESH GramenPhone
Robi Banglalink Mobile phone operators in at a glance
14. 2.1 Grameenphone Grameenphone widely known as GP, is the
leading telecommunications service provider in Bangladesh. With
more than 40.33 million subscribers (as of January
2013),Grameenphone is the largest mobile phone operator in the
country. It is a joint venture enterprise between Telenor and
Grameen Telecom Corporation, a non-profit sister concern of the
internationally acclaimed microfinance organization and community
development bank Grameen Bank. Telenor, the largest
telecommunications company in Norway, owns 55.8% shares of
Grameenphone, Grameen Telecom owns 34.2% and the remaining 10% is
publicly held.Grameenphone was the first company to introduce GSM
technology in Bangladesh.It also established the first 24-hour Call
Center to support its subscribers. With the slogan Go Beyond,
Grameenphone promises it's customers to bring the best of
communication technologies so that they can Go Beyond. Company
mission The vision will be achieved by: 1) Connecting Bangladesh
with ease and care 2) Being user-friendly 3) Providing value for
money 4) Providing simple and timely connections 5) Having a right
understandable process
15. Principle Findings of GP The Technology GrameenPhones
Global System for Mobile or GSM technology is the mostwidely
accepted digital system in the world, currently used by over 300
millionpeople in 150 countries. GSM brings the most advanced
developments incellular technology at a reasonable cost by spurring
severe competition among manufacturers and driving down the cost of
equipment. Thus consumers get the best for the least. The Service
GrameenPhone believes in service, a service that leads to good
business and gooddevelopment. Telephony helps people work together,
raising their productivity. This gain in productivity is
development, which in turn enables them to afford a telephone
service, generating a good business. Thus development and business
go together. The People The people who are making it happen the
employees are young, dedicatedand energetic. All of them are well
educated at home or abroad, with both sexes (genders) and minority
groups in Bangladesh being well represented. They know in their
hearts that GrameenPhone is more than just about phones.
16. The Purpose GrameenPhone has a dual purpose: to receive an
economic return on its investments and to contribute to the
economic development of Bangladesh where telecommunications can
play a critical role. This is why GrameenPhone, in collaboration
with Grameen Bank, is aiming to place one phone in each village to
contribute significantly to the economic uplift of those villages.
The Strategy GrameenPhones basic strategy is coverage of both urban
and rural areas. In contrast to the island strategy followed by
some companies, which involves connecting isolated islands of urban
coverage through transmission links, GrameenPhone builds continuous
coverage, cell after cell. While the intensity of coverage may vary
from area to area depending on market conditions, the basic
strategy of cell-to-cell coverage is applied throughout
GrameenPhones network. 2.2Robi Robi Axiata Limited, Robi (formerly
known as Aktel), Axiata Group Berhad, Malaysia (70%) and NTT DoCoMo
Inc, Japan (30%).Robi is the third largest mobile phone operator in
Bangladesh with more than 20 million subscribers as of August
2012.Robi boasts of the widest international roaming service in the
market, connecting over 500 operators across 207 countries. It is
the first operator in the country to introduce GPRS. Robi uses GSM
900/1800 MHz standard and operates on allocated 12.8 MHz frequency
spectrum. is a Axiata Group Berhad, Malaysia (70%) and NTT DoCoMo
Inc, Japan (30%).Robi is the third largest mobile phone operator
in
17. Bangladesh with more than 20 million subscribers as of
August 2012.Robi boasts of the widest international roaming service
in the market, connecting over 500 operators across 207 countries.
It is the first operator in the country to introduce GPRS. Robi
uses GSM 900/1800 MHz standard and operates on allocated 12.8 MHz
frequency spectrum. joint venture between Axiata Group Berhad,
Malaysia (70%) and NTT DoCoMo Inc, Japan (30%). Robi is the third
largest mobile phone operator in Bangladesh with more than 20
Axiata Group Berhad, Malaysia (70%) and NTT DoCoMo Inc, Japan
(30%).Robi is the third largest mobile phone operator in Bangladesh
with more than 20 million subscribers as of August 2012.Robi boasts
of the widest international roaming service in the market,
connecting over 500 operators across 207 countries. It is the first
operator in the country to introduce GPRS. Robi uses GSM 900/1800
MHz standard and operates on allocated 12.8 MHz frequency spectrum.
Mission of Robi: Robi aims to achieve its vision through being
number one not only in terms of market share, but also bybeing an
employer of choice with up-to- date knowledge and products geared
to address the ever changingneeds of our budding nation. Principle
of Robi: Principles statements define how people want to behave
with each other in the organization. Robi Axiata Limited statement
is about how the organization will value their customers,
suppliers, and the internal community. For this reason Robi Axiata
Limited Employees hold themselves accountable to the following
guiding Principles for the organization. From the perspective of
Robi: Emotional: Passionate, Creative, Respectful, Open.
18. Functional: Simple, Ethical, Transparent, Ownership No
matter what we do in order to realize our purpose, we hold
ourselves accountable to the following overarching guiding
Principles for our organization. Passionate: We are Passionate-its
in all of us. Whether visible or hidden within for whatever reason.
Everything we do is about doing the best we can. We are there for
each other and we endeavor to help in every way we can. Creative:
Everything we do we should do in a creative innovative manner. We
bring energy to our work. Our communications demonstrates our
creative flair. We provide creative and imaginative and services to
our customers. Respectful: We are truly respectful to each other,
our subordinates, peers, partners and customers. We treat everyone
equally and we allow people to express their thoughts opinions in a
respectful manner. Open: We have no hidden agendas. We share
information freely. We can only be open with our customers,
partners, and stakeholders if we are open with ourselves-
regardless of hierarchy. Everything we do and say should be simple
and easy to understand. In terms of communications we make sure the
massaging is in plain, simple language. Our plains are simple and
uncomplicated. Ethical: we are moral, upright, honest, righteous,
virtuous, honorable, keeping our promises in all we say and do. We
clearly align to our internal and organizational code of ethics and
code of honor. We will oppose all forms of corruptions.
19. Transparent: A few key words and phrases sums this up:
Honesty, openness, frankness, no lies, no deceit, no games, easily
understood. We are transparent with our customers, with each other,
with our subordinate and peers. Ownership: whilst working
individually or correctively, we clearly demonstrate individual and
collective ownership. Making mistakes is clearly part of daily
business as it is part of daily life- as long as we own up to this
clear, no culture of fear. 2.3 Banglalink Banglalink is the second
largest cellular service provider in Bangladesh after Grameenphone.
As of April 2012, Banglalink has a subscriber base of 25 million.It
is a wholly owned subsidiary of Orascom Telecom. Banglalink had
1.03 million connections until December, 2005. The number of
Banglalink users increased by 257 percent and stood at 3.64 million
at the end of 2006, making it the fastest growing operator in the
world of that year. In August, 2006, Banglalink became the first
company to provide free incoming calls from BTTB for both postpaid
and prepaid connections. On August 20, 2008, Banglalink got past
the landmark of 10 million subscriber base. Mission of banglalink:
Their mission is, therefore, to reduce the total cost of ownership
of buying and using a mobile phone. Moreover, to achieve this
vision, the company
20. has established some values that it tries to instill in its
employees. They want their employees, and the company as a result,
to be straight forward, reliable, innovative and, above all,
passionate. Vision To be the best-quality Service Provider in the
country. Banglalink on Making a Difference When banglalink entered
the Bangladesh telecom industry in February 2005, the scenario
changed overnight with mobile telephony becoming an extremely
useful and affordable communication tool for people across all
segments. Within first 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.
Banglalink also became a leader in terms of its advertising quality
and setting very high standards for competition and others. The
corporate TV commercial of "din bodol" based on the theme "making a
difference in people's lives", touched everyone through out the
country.
21. Banglalink continues to play an active role in the area of
corporate social responsibility.Banglalink has given Dhaka
International Airport the gateway of Bangladesh a completely new
look. 2.4 Mobile Phone Operators at a Glance Grameen phone Robi
Banglalink Web Address www.graminphone.com www.robi.com.bd
www.banglalinkgsm.com Employees More then 4600 2100 5000 Annual
Sales 5890 core 2940 core 3120 core Revenue 35810 million 15350
million 19945.5 million Net Income 4833 core 857 million N/A Asset
105335 million 50145 million 6658 core
22. Liabilities 58450 million 25405 million 2869 core Business
Value N/A N/A N/A Stock Value 46885 million N/A N/A CHAPTER THREE
Marketing Strategies of Existing Mobile Operators in Bangladesh
Grameenphones Strategic Analysis of Existing Products Marketing
Strategies of Robi
23. Strategic marketing plan of Banglalink Existing offers in
several mobile operators 3.1Grameenphones Strategic Analysis of
Existing Products Grameenphone regularly evaluates the performance
of its product. This evaluation of diagnostic information to guide
its strategies for new products, product modification, and product
elimination. But the strategic analysis of existing products
requires tracking the performance of the products in the portfolio,
as shown below:
24. Thisfigureshows theperformanceoftheproductsintheportfolio
For tracking product performance Grameenphones management first
establish the criteria and levels of performance for gauging
product performance. These include both financial and non financial
factors. Because of the various demand and cost interrelationships
among products, an information system is established to measure how
well a particular product is doing. The purpose of this tracking
system is to maintain a product review process that will help to
spot problem products or products features. Grameenphones
management uses the diagnosis to help select a strategy for
eliminating the problem. Action includes adding new products, cost
reduction, product improvement, marketing strategy alteration or
product elimination.
25. 3.2 Marketing Strategies of Robi RAX always wants to
achieve the desired sales growth and customer base. RAX wants to
encourage the existing customers to use more of their services.
They launched a package called "Robi EID DOUBLEBONUS" which was one
of their successful initiatives for obtaining potential customers.
Product Positioning Initially RAX's target was to reach the top,
but other mobile operators are also targeting to the grass roots
level and thus increasing their customer base. RAX wants to be the
leader with good quality and designing products for the middle and
lower middle class range too. Marketing division constitutes seven
units. A brief description of each unit is given below: Brand and
A&P Brand and A&P denotes to brand and advertising &
promotion. This unit deals with the overall brand management and
promotion activities of the company. The unit covers both outdoor
(billboards, road-overhead etc.) media and indoor (print &
electronic) media. Product Development: Product development unit is
like the R&D unit of a company, which is responsible for
developing new products and services. This unit is closely related
to the marketing research unit.
26. International Roaming: International roaming (IR) unit is
basically responsible for ISD, international SMS etc services. The
core task of this unit is to negotiate with foreign
telecommunication companies and to expand the international
coverage by making deals with them. Corporate Sales: Corporate
sales unit deals with the sales of products and services to other
companies. The unit makes agreements with different companies to be
the corporate clients of Robi and only handle the corporate level
sales. Direct Sales: Direct sales unit is responsible for the sales
of products and services to the mass customers through the customer
service centers. Dealer Management: Dealer management unit oversees
the dealers of the company around the country. Information
Technology Division: IT division constitutes seven units and they
closely work together. 3.3Strategic marketing plan of
Banglalink
27. Situation Analysis: Banglalink have started its first
operation in Bangladesh in 2005. The products have been well
received and the marketing is the key to the development of its
brand image as well as the growth of the customer base. Banglalink
now offering different packages for the customers but at the
begging year they offered packages as well as different mobile sets
for the customer. Market Summary: Banglalink posses good
information about the market knows a great deal about the common
attributes of the most valued customer. Before launching its
experienced and prompt sell and marketing force observed the market
carefully and better understood who is served, what is their
specific needs and the way to communicate with the customers need
and demand. Market Needs: Banglalink is providing a wide range of
services for its valued customers. The company seeks following
benefits that are important for its customers: Quality Service:
Banglalink is providing quality service to the employers. The
customers dont like the network problem and slow networking system.
Banglalink recruits high professional employees and experts to make
the network available for the customers. It is the company which
expands its network all over the country within the shortest period
of time after starting its operation. Banglalink is committed to
its customer about the quality service. Customer Service:
Banglalink has both online and physical customer care service for
its
28. customers. The valued customer can solve the problems over
mobile phone dialing 121. It has also customer care service all
over the country mainly in the city areas. But the centers are too
limited to meet the huge demand. Now at this banglalink is
expanding its customer care centers and upgrading its quality.
Banglalink is committed to meet the customer demand and problem as
soon as possible. Service at Low Price: Before Banglalink starts
its operation the tariff was higher than any other period. At that
time the three mobile companies charged tk. 6 for per minute
outgoing calls and tk.2 for per sms. But the company was committed
to provide quality service at a lowest price. As a result
Banglalink is the fastest growing telecom company in Bangladesh.
This is because of providing quality service at a lowest price.
Market Growth: Though the call rate tariff is reducing due to the
heavy competition in the telecom market, the market is widening day
by day as the number of mobile users are increasing and there is a
lot of scope to develop this sector. Banglalink is the fastest
growing telecom sector in banglalink. Sheba Phone became Bnglalink
in 2005 when ORASCOM graphed the company. At the time launching as
the name of Banglalink there was only a few thousand customers but
within the three years its number of customers has raised more than
4million. Banglalink is the second largest telecom company
operating in Bangladesh.
29. 3.4Existing offers in several mobile operators Grameenphone
Robi Banglalink Subscriber 40.33 million more than 20 million 25
million Lowest Call rate 5paisa/10sec 4.67paisa/ 10sec
4.5paisa/10sec Lowest Call rate (other operator) 11paisa/10sec
13paisa/10sec 12paisa/10sec Maximum Fnf 10 Fnf 8 Fnf 10 Fnf
30. Super fnf/prio 1 1 1 Pulse 1sec 1sec 1sec Advance Balance
No advance balance facility 10 Tk Advance facility 5 Tk Advance
facility Note: This offer is only for prepaid subscriber 15 % VAT
will be applicable with all charges. 10 second pulse will be
applicable for On/Off-net calls 3.5Marketing Slogan Every mobile
operator company has a slogan of its own. They run their marketing
activities based on slogan. It can make a great attraction on
customer mind. So a mobile operator company offer various package
based on slogan. Graminphone: Durotto Jotoi Hok, Kache Thakun Robi:
Jole Uthun Apon Shoktite Banglalink: Jekhane Ache Din Bodoler
Chesta, Shekhanei Banglalink Airtel: Valobashar Tane, Kache
Ane
31. Citycell:"because we care" Teletalk: Amader phone CHAPTER
FOUR
32. SWOT ANALYSIS 4.1 SWOT SWOT analysis (alternatively SWOT
Matrix) is a structured planning method used to evaluate the
Strengths, Weaknesses, Opportunities, and Threats involved in a
project or in a business venture. A SWOT analysis can be carried
out for a product, place, industry or person. It involves
specifying the objective of the business venture or project and
identifying the internal and external factors that are favorable
and unfavorable to achieving that objective. The technique is
credited to Albert Humphrey, who led a convention at the Stanford
Research Institute (now SRI International) in the 1960s and 1970s
using data from Fortune 500 companies. The degree to which the
internal environment of the firm matches with the external
environment is expressed by the concept of strategic fit. Setting
the objective should be done after the SWOT analysis has been
performed. This would allow achievable goals or objectives to be
set for the organization.
33. Strengths: characteristics of the business or project that
give it an advantage over others Weaknesses: are characteristics
that place the team at a disadvantage relative to others
Opportunities: elements that the project could exploit to its
advantage Threats: elements in the environment that could cause
trouble for the business or project Identification of SWOT is
important because they can inform later steps in planning to
achieve the objective. A survey report about SOWT analysis of
several mobile operators is given in this topic. 4.2 SWOT
Comparison Sheet (Strengths) Strengths Grameen phone Robi
Banglalink What are your core competencies? Network Coverage Lower
Tariff Lower Tariff
34. What are your Business advantages? Marker Leader No Credit
Transaction Quality Service Where are you making the most money?
Providing Internet Service Value Added Service Airtime What are you
doing well? Network Coverage Customer acquisition Corporate
Business 4.3 SWOT Comparison Sheet (Weaknesses) Weaknesses
Grameenphone Robi Banglalink What areas are you avoiding? Low
tariff Market Penetration Internet Where do you lack resources? N/A
BTS BTS
35. What are you doing poorly? Customer Satisfaction Rural
Areas Network Coverage Where are you losing money? N/A Seam Sales
Seam Sales What needs improvements? Tariff Cost Network Coverage
Network Quality 4.4 SWOT Comparison Sheet (Opportunities)
Opportunity Grameenphone Robi Banglalink Any Beneficial trends?
Growing Internet Improvement of network quality Aggressive
improvement of network quality
36. Niches that Competitors are missing Cell phone PCO N/A New
Technologies? 3G 3G 3G New needs of Customers? Attractive tariff
Attractive tariff Clear Voice calls 4.5 SWOT Comparison Sheet
(Threats) Threats Grameenphone Robi Banglalink Obstacles to
overcome? Fiber optic network problem Fiber optic network problem
Fiber optic network problem Aggressive competitors? No Yes Yes
Successful competitors? No Yes Yes
37. Negative economy Conditions Inflation political influence
Inflation political influence Inflation political influence
Government Regulation Conflict between industry growth and dreams
of digital BD Bangladesh Telecommunication Act Bangladesh
Telecommunication Act Changing business Climate Increasing
competition changing customer need Increasing competition changing
customer need Increasing competition changing customer need
Vulnerabilities Uncertainty regarding renewal of license Power
Supply Power Supply CHAPTER FIVE
39. Every company must take immediate actions to expand its
network coverage all over Bangladesh. Should be monitor the
existing customer and provide better service. Should avoid hidden
cost Should reduce call rate with respect to other countries. Every
company should provide 3G technology as like as teletalk They
should develop new competitive packages for the corporate
customers. Customer care service should available in rural area
Bangladesh Should provide low rated & faster internet service.
Should increase social development work.
40. 5.2 Conclusion The wizardry of SWOT is the matching of
specific internal and external factors,which creates a strategic
matrix and which makes sense. According to Weihrich (1982),
possible combinations are: maxi-maxi (strengths/opportunities),
maxi-mini (strengths/threats), mini-maxi
(weaknesses/opportunities), and mini-mini (weaknesses/threats).
Maxi- maxi (S/O) combination suggests that an organization should
strive to maximize its strengths to capitalize on new
opportunities. Maxi-mini (S/T) combination suggests that an
organization should strive to use its strengths to minimize
threats. Mini-maxi (W/O) combination emphasizes to conquer the
organizations weaknesses by making the most of any new
opportunities. Mini-mini (W/T) combination suggests adopting, most
definitely, defensive strategy to minimize an organizations
internal weaknesses and avoid external threats.
41. 5.3 Reference Hill,T.& Westbrook., R. (1997), SWOT
Analysis: Its Time for a Product Recall, Long Range
Planning-International Journal of Strategic Management, London, 30
(1), pp.4652. Menon, A. et al. (1999), Antecedents and Consequences
of Marketing Strategy Making, Journal of Marketing, 63, pp. 1840
http://en.wikipedia.org www.btrc.gov.bd http://grameenphone.com
http://dpe.teletalk.com.bd http://www.citycell.com
