1. Historical Background
Grameenphone started its journey with the Village Phone program: a pioneering initiative to empower rural women of Bangladesh. The name Grameenphone translates to “Rural phone”. Starting its operations on March 26, 1997, the Independence Day of Bangladesh, Grameenphone has come a long way. Grameenphone pioneered the then breakthrough initiative of mobile to mobile telephony and became the first and only operator to cover 98% of the country’s people with network. Since its inception Grameenphone has built the largest cellular network in the country with over 8500 base stations . Presently, nearly 99 percent of the country's population is within the coverage area of the Grameenphone network. Grameenphone has always been a pioneer in introducing new products and services in the local telecom market. GP was the first company to introduce GSM technology in Bangladesh when it launched its services in March 1997. Grameenphone was also the first telecommunication operator in Bangladesh 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. In October 2013 the company launched 3G services commercially. The entire Grameenphone network is 3G/EDGE/GPRS enabled, allowing access to high-speed Internet and data services from anywhere within the coverage area. There are currently over 7 million 3G/EDGE/GPRS users in the Grameenphone network. Today, Grameenphone is the leading and largest telecommunications service provider in Bangladesh with more than 47.64 million subscribers as of January 2014.
2. Product Profile
Xplore Postpaid: product in a brand and exciting new way. With an aim of delighting all existing Xplore subscribers and the upcoming generation of postpaid users, GP has not only made a change in the tariff plan of this product but has also introduced other new unique offers for it.
Nishchinto: is the default Consumer prepaid price plan offered from Grameenphone. Every new consumer prepaid connection is a Nishchinto connection. It gives one the opportunity to make any local voice calls, with a call rate of 15 paisa per 10 second. New Connection Price: BDT 188.
Bondhu: This package with the highest number of F&F numbers, allows one to talk to oner near and dear ones at the lowest rate. This is the first time that a total of 15 F&F numbers are allowed for each Bondhu customer. With 10 second pulse facility, this is the only Consumer prepaid package offered by Grameenphone that gives one the privilege of calling to 1 GP-GP Super F&F at only 5 paisa/ 10 second. In addition, 14 (maximum) any operator F&F are available at 10 paisa/ 10 second.
Amontron: is an attractive price plan from Grameenphone which gives one the opportunity to talk to any other operator at a call rate of 11paisa/10 second (24 hours) and One GP-GP Super F&F at 5 Paisa/10 Second (24 hours).
Spondon: is the new attractive price plan from Grameenphone which gives one the opportunity to Pay only as much as one will talk. This is the only consumer prepaid package offered by Grameenphone that gives one the privilege of calling at any local numbers with 1 second pulse facility at a flat tariff (24 hours) of 2.05 Paisa/Second.
SMILE prepaid: The Grameenphone SMILE prepaid connection now gives one more freedom, more opportunities and more reasons to smile! With 10 second pulse facility, talk to all of oner Grameenphone friends at 11.5 paisa and 15 paisa per 10 second in the special hours and also speak with 3 GP-GP F&F numbers at only 11 paisa/ 10 second. djuice: New djuice price plan from Grameenphone Ltd. is designed with the Oneth in mind. It addresses the most relevant elements of atypical Oneth lifestyle: Community, F&F and Night-time!
GP Services: In addition, during off-peak (12am-8am) hours, one can talk to any GP or other operator number at only 20 paisa/ 10 second. Besides, if one are text & tech savvy, one can satisfy oner thirst by sending SMS(djuice-djuice/GP) & MMS (djuice-djuice/GP) at only BDT 0.49!!Grameenphone Ltd. has a very innovative service called MY ZONE. Under this service, any prepaid customer of GP can enjoy up to 86% discount in their call rate. To discover the benefits of this service please switch ON the Cell Info Display of oner handset and register.Grameenphone is looking to expand further into the digital world by expanding its internet platforms and developing more internet related products, thus becoming the biggest Internet Service Provider of Bangladesh.
Grameenphone 3G services can be used in all types of devices (Smartphone, tablet & modem) as long as the device itself is 3G enabled.
Mobile service: Call Block, Friends & Family, Missed Call Alert, MMS, Voice Mail Service, Pay For Me, Balance Transfer, Vehicle Tracking, Voice SMS, International SMS, International MMS, E-bill, Facebook SMS, , Mobile Twitting, Quick Search, GP APP - Mobile Self Service, Buddy Tracker.
3. Market Status
Market Share
GP has been the market leader at a stretch for more than a decade. The mobile telecommunication industry had 97.48million subscribers in November2012of which GP has 40.24million (41.3%), Banglalink has 26.21million subscriber (26.9%) and ROBI‟s subscriber base stood at 21.12million (21.7%). Other 10% market share is held three operators Airtel (6.94million), Citycell (1.60million) and Teletalk (1.37million). Total addition from December2011 to July 2012 is around 9.26 million subscribers which indicate a rising trend in mobile penetration. The relative position of GP among the operators is indicative of the likely sustainability of its operating position and ability to exercise control over the nature and pace of development. The present subscriber base and leading position of GP in the market indicates that the customers perceived GP well and shows its ability develop/support revenue, and bring innovation in products and services development.

4. Business Level Strategies Pursue

Using product features or services GP is distinguishing the firm’s offering from its competitors. Some product features are Apon, Bondhu, Djuice, Xplore, Business Solution, Internet SIM, Public Phone, Village Phone etc. To increase market share by expanding the network, The company was successfully listed in November 2009- which was the largest IPO in the history of the Bangladesh capital market. * Grameenphone’s focus is on efficiency, quality, innovation, and customer responsiveness. * Their main focus on after sales service that’s why for the first time they introduce 24 hours Helpline and many GPC with the motto, “We are Here to help”. * Gp’s Human Resources and People management procedure is so much powerful rather than the other telecom companies, which are helping the company to achieve the first place. Under Grameenphone there are more than 5000 Employees working all over the country. * Grameenphone (The company of Telenor group) is using multidomestic strategies because it expanded its telecom business under different countries with different name. Such as: Grameenphone in Bangladesh, Uninor in India, Telenor in Pakistan, Norway, Hungary, Digi in Malaysia, dtac in Thailand ets. * It’s also follows transnational strategies, like Telenor group provide different strategies for different countries depend on the people demands. So Grameenphone segmented our Bangladesh market depending on “what people actually need”, that’s why they invented different types of SIM, package plan, internet options and Handset for BD people.

5. Trends of Performance
The year 2013 was ended by Grameenphone with 47.1 million subscription base having 41% market share. Grameenphone continued with its aggressive acquisition and added 7.1 million subscribers to its subscription base.
Grameenphone managed a solid top line growth in 2013 amidst intense competition, unprecedented political and macroeconomic challenges and regulatory directives on 10-second pulse tariff structure. Introducing simpler and attractive price plans, user friendly innovative offers and impressive growth in non mobile revenues have been the key points behind the revenue growth. Revenue from adjacent business i.e. wholesale business and mobile financial service had a good contribution on total revenue. In addition, data revenue is expected to grow further with the successful launching of 3G in Q4’13.
In the opex front, increase in regulatory opex, operation and maintenance cost and market spending was partly compensated by lower acquisition cost and continuous cost optimization initiatives, that resulted a slight decrease in EBITDA margin as well as in operating profit margin. One-off tax adjustment for increased corporate tax rate from 35% to 40% has led the net profit after taxes to decrease by 16%. However, profit before tax increased by 9% with positive impact of the gain from sale of GPIT and foreign exchange gain.

Subscriptions * In 2012 total subscription base was 40 million * Subscription base reached 47.1 million at the end of 2013. * Subscription base increased by 17.7% during the year with 7.1 million additions. * Active internet users increased to 4.6 million from 3.3 million in 2012. * In a competitive market, GP managed to retain its subscriber market leadership with 41% share.
Revenue
* Revenue increased by 5.1% (BDT 470 crores). * Political unrest and regulatory tariff directives implemented from September 2012 led a slowdown in revenue growth compared to previous years. * In 2013, revenue growth was driven by subscription growth and contributions from device sales. Wholesale business and mobile financial service also had considerable contribution in yearly revenue growth. * Impressive 17% growth in data revenues driven by low-cost mini-pack and high-speed 3G packages.

Net Profit after Taxes * In 2013, GP had to recognize BDT 399 crores as one-off tax adjustment for the period of 2012 due to increased corporate tax rate from 35% to 40%. * Due to the above reason, despite BDT 266 crores higher profit before tax, net profit after tax for 2013 decreased by 16% (BDT 280 crores) compared to 2012.

6. SWOT Analysis
Strengths
* Good Owner Structure * Availability of Backbone Network (Optical fiber) * Financial Soundness * Market Leader * Brand Name / Grameen Image * Skilled Human Resource * Largest Geographical Coverage * Good Human Resource and Infrastructure Installation all over the country through Bangladesh Railway and Grameen Bank * Access to the widest rural distribution network through Grameen Bank * High Ethical Standard * Highest and advanced value added service provider.
Weaknesses
* Mixture of different cultures is used as an excuse not to solve problems * Too much inside out thinking in the company. * Different departments not working together. * Poor interconnection with BTTB. * Complicated price structure * Billing System can’t handle sophisticated billing.
Opportunities
* Economic growth of Bangladesh. * New and better interconnection agreement * Huge need for telecom services * Increased intentional activities in Bangladesh * Declining prices for handsets * Future privatization of the fixed network * New international gateway * Demand for inter-city communication * Growth in other operator will give more connection.
Threats
* More rigid government regulations. * More influence of competitors on the fixed network * Change of government might lead to competitors having more clout * Devaluation of Taka * National catastrophes. * Sabotage of installation. * Non-co-operation of government and fixed PSTN (Public Service Telephone Network). * Risk of fire in GP’s Installations. * Price war. * Non-availability of funds. * BTTB has limited capacity for interconnections. * New Tele-talk; a cheaper mobile phone service is launching which is government owned
7. Possible Measure to Improve Performance
Grameenphone’s sale has increased in a substantial amount in 2011. But also it has to ensure sustainable growth in it. In the data we see that sales are increasing year by year. But this increase is not too much. Basically sustainable growth in sales can earn ensure more contribution to their revenue. If GrameenPhone increase their current assets and fixed assets both their total assets will also increase. So they have succeeded to increase their total assets till now and it is very important for the company. As Grameenphone focus more on it network upgradation, what I think is very important for the company. Day by day customers are becoming more quality oriented. And to ensure that Grameenphone do need a constant focus on it network upgradation. As a responsible corporate citizen, GP has continued to invest for common good of the society. In 2011, the Company has integrated its technological expertise with social projects to bring positive changes in the life of general people ensuring better sustainability. It’s a very positive sign for the company so they do need to focus more on this CSR part for ensuring better stakeholders experience.
Concluding Remarks
GrameenPhone is one of the largest multinational companies of Bangladesh. Theyearnlots of profit from their business. In market their investment is also huge. Recently in 2007 they have introduced their IPO.
Bangladesh is a developing country. For more develop people of Bangladesh need well communication because without communication any people don’t do anything. That’s why Bangladeshi people use cell-phones to communicate with each other. Considering Bangladeshi people’s need there are some cell-phone companies who also have established their business. They provide services for Bangladeshi people and earn profit. That way Bangladesh earns lots of tax and other economic benefit from those cell-phone companies. Telecommunication sectors in Bangladesh pay the highest tax around 45% and it’s a huge contribution to our GDP.
The company has invested more than BDT 17,093 croreto build the network infrastructure since its inception in 1997. GrameenPhone is also one the largesttaxpayers in the country, having contributed more than BDT 24,517 crore in direct and indirect taxes to the Government Exchequer over the years. However, regardless of its size, it performs verywell all over of its organization. By doing my internship there I learned a lot of things. The employees’ works at Grameenphone are very helpful and friendly. This internship experience really helped me to be prepared for the upcoming future.