|
||||||
 |
||||||
Results and Discussion
After collecting primary and secondary data I have
analyzed and got the following findings-
2.1
Marketing
activities:
The most important
objective of the study is to observe and evaluate the Marketing activities of
Grameen Phone. Finally the following activities are found from this study.
2.1.1
Product:
A product is
anything that can offer to a market for attention, acquisition, use or
consumption that might satisfy a want or need.
According to
Stanton “A product is a set of tangible and intangible attributes including
packaging, color, price, manufacturer’s prestige, retailers prestige and
manufacturers and retailers service which the buyer may accept as offering want
satisfaction.”
According to
Professor Kotler-“ Product is to gain customers attention and right through a
market available element that is used to fulfill customers need and demand
through its uses and consumption. It could be the combination of physical goods
services, persons, Places, Organization and ideas.”
The Product of
Grameen Phone Company may be divided into four categories:
·
Connection line
·
Mobile Phone set
·
Pre-paid cards
·
“T & T” connection.
Out of those
four products, the main product is the line connection service and daily call
for massage transmission.
The
characteristics of mobile phone product are given below:
i)
Connection line: Connection line is the main
product of the Company. Usually the company can earn handsome money through
connection line. In long term they use the connection line for massage
transferring services. In this way a business organizations continue this
business activities. The company gets the profit from the service change of the
massage transformation and it is the most important of income.
The company has supplied connection line in 50 districts
of the country for transforming the massage of the customers. The numbers of
the districts are mentioned along with the division.
Table- 4
Connection line of
the number of districts
|
Name of division
|
Number of district
|
|
Dhaka
|
16
|
|
Rajshahi
|
11
|
|
Sylhet
|
4
|
|
Khulna
|
10
|
|
Barisal
|
5
|
|
Chittagong
|
4
|
Source: Official records
In international market Grameen Phone has supplied its
connection in 50 countries all over the world. Grameen Phone Ltd. Now uses 193
Tower in communicating 50 Districts of Bangladesh.
Usually two
types of connections are supplied Grameen phone:
·
Pre-paid
connection
·
Post-paid
connection.
Post-paid
connection may be divided into two divisions
·
Post paid zonal
·
Post paid national.
It is noted that
both internal and international communicate is possible by using prepaid and
postpaid card. For internal service per minute service charge is Tk. 6 and the
customer may talk 42 minutes and 84 minutes against Tk. 300 and Tk. 600 card
respectively.
ii)
Mobile Phone set: The other important product of
Grameen Phone is mobile set. Though primarily it has huge demand but after
certain period its demand will decrease. Because after per chasing of certain member
of phone set, customer will not have demand. Only demand will exist for
changing defective mobile set and to change for contemporary style.
At present
Grameen Phone has supplied 38 models set of 13 companies. The chart have given
below:
Table No. – 5
Models
and company’s price
|
Company
|
Model
|
|
Motorole
|
T-190, T-191, C-300, C-330
|
|
Seimens
|
A-35, C-45,
A-50, M-50, C-55
|
|
Nokia
|
5110, 3310,
3315, 3350, 2100, 3610, 3530, 9210
|
|
Ericsson
|
T-100, T-200,
P-800, T-600
|
|
Sagem
|
MW-3020,
MY-3025, MY-X5, MY-3026
|
|
Vtech
|
SPT-880d,
A-600
|
|
Haier
|
HX-1000,
HX-3000, H-3633
|
|
Bird
|
8288
|
|
Panasonic
|
GD-75, GD-35
|
|
Maxon
|
6890
|
|
TCL
|
3188
|
|
Sendo
|
S-200
|
|
Alcatel
|
OT-501, OT-311
|
Source:
Official records
The advantages
of mobile phone sets are given below:
·
It gives voice mobile service
·
It can supply the news of two newspapers
simultaneously.
·
It gives current news of game and sports.
·
There is a scope of changing ring tone of mobile
set.
·
Music recording facilities.
·
Calculating facilities.
·
Advantages of alarm system
·
Four-year warranty facility.
·
It also gives us call holding, call waiting,
call transferring and call conference facilities.
iii) Pre-paid
card: Using pre paid card, the consumer of mobile phone need not feel
excess trouble for paid bill. Besides. It can protect from high expenditure. There
are four types of pre-paid cards. These value and using time are given below:
Table No. 6
Pre-paid
cards value and using time
|
Cards
|
Price
of cards
|
Expiration
|
|
Green
|
300
Tk.
|
21
Days
|
|
Red
|
600Tk.
|
45
Days
|
|
Blue
|
1200Tk.
|
90
Days
|
|
Orange
|
2400Tk.
|
180
Days
|
Source:
Official records
Advantages of
Pre-paid cards are given below:
·
It is free from billing burden.
·
There is no scope of extra or take billing.
·
The customer may control their cost.
·
They can measure the unit of the land of the
time of talking.
iv)
T&T connection: Mobile operation are
providing T&T incoming and outgoing connectively along with
mobile-to-mobile connection. Except prepaid service different package are being
offered with T&T connectivity.
2.1.2
Product improvement:
Product development is an important function to improve
the quality of the product for each company. In order to contrite and fulfill
the demand the producer found to improve the quality of the product the
following steps have been taken for improving the quality of its product:
v
Grameen phone Ltd.actively considers about
extension of its network program.
v
They are also interested to abolish the obstacle
in network program.
v
In order to introduce with Internet they are try
to improve the quality of mobile phone.
v
There is a scope of increasing the number of
T&T network.
Ø
Network work system for mobile connection:
-
Grameen phone Ltd.users its own tower for giving
connection facilities.
-
It also railway telegram line as a backbone.
-
G.S.M technology is also used.
2.1.3
Collection of mobile set:
The mobile set of Gremeen phone Ltd
is not made in Bangladesh. These set are imported from the following countries:
(i) India (ii) Japan (iii) Thailand (iv) Korea (v) USA etc.
(i) India (ii) Japan (iii) Thailand (iv) Korea (v) USA etc.
2.1.4
Distribution:
Main objective
of the production is consumption. And to make certain products consumption it
has to send these to consumers.
Producers for
their own interest, choose the right way to send products to their consumers.
Generally the process or system is used to distribute or sell products to
consumers is refereed as distribution process.
At present a
good number middleman are working for selling mobile phone set. But in near
future the number of middleman do not appoint required middleman.
Only one
middleman is enough for each direct lead quarter. At present the pre-paid cards
is sold the rough middleman. But anybody can these cards to the customers. For
example Bank, retail shopkeeper etc.
So it clear that
middleman is not essential for selling pre-paid cards.
From the above
description we can say that the distribution of mobile phone and its relevant
materials are very short cut and direct. The distribution system of mobile
Phone is given below:
Company |
Dealer/ Agent Customer
Customer
Sources: Organization
The given
facility to be dealer:-
Ø
Commission: In this stage the dealer set
commission selling the product. The rate of commission is correlated with the
volume of sale.
Ø
Using system: The using technique is
informed to the dealers through seminar.
Ø
Transport facility: The Company gives the
transport facility for carrying mobile set and other relevant materials.
2.1.5
Price:
Price is a
relative word, which we generally use. To sell a product. Price is a very
important. In marketing, price means a point, where seller willing to sell
product or services in exchange of an amount of money which customers are also
willing to pay. Therefore, the market accepted value that is measurable with
money is price.
Price fixation
is essential for each company. Since it determines company’s success a lot. If
company sets price more than or less than the of the product it will be in
critical position. So, it is reasonable to set right price. In past mobile was
considered as a shopping product. I can see price in aspects.
(i)
Connection fee: At time of connection the
institution take a certain amount of money as connection fee and security.
Because increase of failure to paid the bill the institution may cut down the
security-moneys. The rate of connection fee is almost same in every district in
Bangladesh.
(ii) Mobile
set: There are various types of mobile set in different company’s. There
are different services in different mobile. So, the price of the set is also
differing. The price list of the set of different mobile is given below:
Table No.- 7
The
prices of the products ranges of different companies
|
Name of company
|
Model
|
Price
|
|
Motorole
|
4
|
9405-12775
|
|
Seimens
|
5
|
8045-11875
|
|
Nokia
|
8
|
10675-66975
|
|
Ericsson
|
4
|
10025-41975
|
|
Sagem
|
4
|
7875-17475
|
|
Vtech
|
2
|
7975-9675
|
|
Haier
|
3
|
8870-11345
|
|
Bird
|
1
|
10805
|
|
Panasonic
|
2
|
11405-15905
|
|
Maxon
|
1
|
14775
|
|
TCL
|
1
|
14975
|
|
Sendo
|
1
|
9375
|
|
Alcatel
|
2
|
9405-9475
|
Source: Official Records
(iii) T &
T connection: The connection who have T & T customer, they have to paid
1-70 Tk. For internal connection and Tk. 5-10 for ISD connection.
Billing
system: There are two types of billing system of this mobile phone company.
They are-
(a) Pre-paid
(b) Post
paid.
a) Pre-paid: Pre paid is a card system, the
has to buy a card phone against a certain amount of money and can also talk
with this card a certain period of time. The following table shows the value of
the pre paid card:
Table No. 8
Pre-paid
cards value and using time
|
Cards
|
Price |
Time
|
|
Green
|
300
Tk.
|
21
Days
|
|
Red
|
600
Tk.
|
45
days
|
|
Blue
|
1200
Tk.
|
90
days
|
|
Orange
|
2400
Tk.
|
180
days
|
Source: Official records
(b) Post
paid: Post paid in this system the company collects their bill by the
specific bank. This system is shown in the following table-
Table No. 9
Billing
rates
|
Particular
|
Price
|
|
Post paid national
|
6.90
|
|
Post paid Zonal
|
4.60
|
|
For message call
|
2.30
|
|
To watch news
|
2.00
|
|
Line rent
|
Post-paid ISD 550, Post-paid
National 225 Post-paid ISD Polli 49
|
Source: Official records
2.1.6
Promotion:
Promotion is
communicating information between seller & buyer to change attitudes and
behavior.
According to
Philip Kotler- “ Promotion stands for the various activities. The company under
takes to communicate its products merits and to persuade target customer to by
them.”
From the above
definition I can say – “ To increase any products market share promotional
program is very crucial.”
But at present
the Grameen Phone Company does not take care about promotion activities.
Because the demand is higher them their networking capacity.
They do not
advertising on T.V through they advertised previously. But they advertising on
newspaper, sign board, neon sign. Besides this, they become sponsor at the
cricket match between West Indies and Bangladesh in October, 2000 and April in
2003. And they supplied Lego for the players.
2.1.7
Procurement:
Procurement is
very important for an organization. Any company has to purchase something’s for
operating, such as raw materials, machines, equipments etc. Among the purchased
goods of Grameen Phone.
i)
Mobile set which later branded which their company name
and being sold buy them.
ii)
Pre-paid cards are mention worthy.
Besides these some goods bought for long-term usage:
i)
Tower
ii)
Network, related tools.
iii)
Apparatus for operating office.
The price of the
about goods is not fixed all the year round. The price depends on their
connectioning capacity and demand. It is not that, there is no capital crisis
of the company.
2.1.8
Storage:
Holding goods
seven the time of their production and final state. It utility is increased at
the time of storing of goods. Besides this storing ma bring the balance between
the demand and supply. It also helps to maintain the elasticity of demand and
supply. So the import of storage is very significance for the organization.
Through the materials of Grameen Phone is storable, there is no necessity of
storing Prepaid cards and mobile set. The product is usually sold just after
the procurement. Usually the product is arranged show room by selling. The
prepaid card is very small in size this does not take room in storing. So, it
is clear that storing is not so important for the mobile set and cards.
2.1.9.
Transportation:
The replacement
utility is created by transportation of the goods. It is an important function
of marketing. The important of transportation is very high for proper
distribution, market extension and to combat in the competitive market. Grameen
phone does not like the responsibility of transportation of mobile set and
pre-paid cards. It is the responsibility of dealer agents. As a result the
organization has to communicate with different dealer and agents and for this
purpose the organization has to spend some money. And the company spends some
money to bring the goods from Chittagong port. Again the head office spends
some money to communicate with the branch office.
2.1.10
Quality
control:
Quality is what
customers expect in the product and error free that type of product is quality
product. Product and services quality is essential foe each company. Because if
any company’s product or service quality is low, it is forced to close its
business for not able win in the competition. We may consider the following
factors in order to assess the quality control system of Grameen phone:
i)
Quality of network: Collecting international
from consumers I found that the quality of Grameen Phone Company’s network is
not so good.
ii)
Quality of Mobile phone: The quality of the
mobile phone is comparatively good which is supplied by the Grameen Phone Ltd.
as a machine some times the set may go out order but it is not so serious.
iii)
Pre-paid card: There is no problem about the
quality of Pre-paid card. In the time of collecting data I did not get any
allegation against Pre-paid card.
2.1.11
Market
information:
Market information is very important because if company
cannot collect market information it will not be successful. Grameen phone
usually collect information from two sources:
i)
Market research is process of collecting information.
Grameen phone also collect very limited information through market researching.
ii)
To forecast demand it collects information from its
previous sales record.
Besides the
above processes the organization may collect market information through the
Internet.
2.1.12
Risk:
There are a good
number of uncertainties in the organization about the sale of product,
reasonable price, return of the investment etc. there is a strong probability
of loss of the organization from the competition or declining the price. There
risk is never avoidable in business. And it is very difficult to measuring the
risk in business.
In Grameen phone
unpaid bill is also a risk. In order to avoid this risk the company binds the
customers to pay a certain amount of money at the time of purchasing the goods.
The organization may disconnect the line if the amount of bill is higher then
the security. In this way the organization overcome the risk. So, it is said
that the risk is very limited in Grameen phone.
2.1.13
Sales:
Sales are very
crucial for a company. If organization cannot sell its products or services
then that company will not be able to run its activities. So, every company
considers this with great importance. That is without sales company will have
any existence and that is why it is important.
The selling
function of Grameen phone are divided in two categories:-
i)
Mobile phone sales and connection line sales.
ii)
Sales according to information and message exchange.
At present, set
connectioning and selling are the most important function of the organization.
But after a certain period the income of set connectioning and selling may be
declined. On the other hand, the income may increase from message exchanging
gradually. Because the information transferring service will increase with the
set selling simultaneously. And it is the final selling of the organization.
Table no. – 10
Sales
of Grameen Phone company:-
|
Year
|
Dhaka
|
Rajshahi
|
|
2005
|
21000
|
------------
|
|
2006
|
48000
|
-------------
|
|
2007
|
75000
|
-------------
|
|
2008
|
235000
|
2200
|
|
2009
|
360000
|
9000
|
|
2010
|
405000
|
13000
|
Source: Annual report.
2.2. Marketing Problem:
The problems
related to marketing function is called marketing problem. The marketing
activities cannot operate properly if these problems are not being solved
accurately.
The marketing
problem of Grameen Phone Company; on the basis of the information collected
from agent, dealers, users and non-user are given below:
2.2.1 Product:-
The products of
Grameen Phone Company can be classified in four categories. These are-
i)
Network related service: The main problem of the
product is that its network capacity is less than its demand. For this reason
the customers cannot get services perfectly. Again for some technical storage
mobile phone company customers are facing problem to exchange information. Such
as, a customer some times do not get connection or line due to busy network
when he needs it much.
And their problem is that
network yet not set up countrywide for which the consumer cannot send
information all the place.
ii)
Mobile phone set: The second problem of Grameen
Phone is mobile set. Mobile sets are imported from other countries rather than
manufactured. Basically, dealers imported this from the manufactured countries.
The sets are purchaser from this company, which have good well in all over the
world and for this, problems do not found in the mobile sets. Since it is a
mechanical product it may have some problems ands few complaints come from the
consumer about mobile phone set. It is noted that mobile phone may be a perfect
goods but it may cause of “Brain Cancer” who use its vigorously.
Table No. 11
Subscribers’
opinion about mechanical problems of mobile hand sets:
|
Subscribers’
opinion about mechanical problems of mobile hand sets:
|
%
|
Number
of User (out of 50)
|
|
Yes
|
26
|
13
|
|
No
|
70
|
35
|
|
Sometimes
|
4
|
2
|
Source: Field survey
iii)
T & T Connection: Recently now the Grameen
Phone Company is giving T & T connectivity. But this is included in
different packages; all the packages do not have these facilities.
If one wants to T & T connection he has pay both bill
(T & T mobile), which is sometime expensive, especially mobile call charge.
Table No- 12
Number
of users those have T & T and do not have T & T connectivity:
|
T
& T connectivity
|
%
|
Number
of users (out of 50)
|
|
Have
T & T connection
|
62
|
31
|
|
Don’t
have T & T connection
|
38
|
19
|
Source: Field Survey
iv)
Pre-paid card: Pre-paid card is almost safe and
qualitative. Pre-paid card contains a number that is covered by a thin
protection. So, there is a risk of missing the number.
2.2.2
Distribution Problems:
As the handling
of Mobile Phone is very easy only one or two dealers are enough. Usually the
bill of mobile phone is paid through the bank and the dealers are not essential
to pay the bill. Pre-paid card is not available in everywhere. The authorized
dealers are the only sources of the card. It is a problem to the customer.
2.2.3 Price problem:
The price of
mobile phone can be classified in three categories:
i)
Connection Fee: The connectioning fee is
reasonable to the customers. If the connectioning charge is minimized all level
customer may avoid the opportunity.
Table 13
Customers
opinion about mobile phone connection price: -
|
Opinion
about mobile phone connection price
|
%
|
Number
of user (out of 50)
|
|
Expensive
|
38
|
19
|
|
Reasonable
|
54
|
27
|
|
Inexpensive
|
8
|
4
|
Source: Field survey.
ii)
Mobile Phone
Set: Maximum customer has opinion that the price of set is reasonable. But
the price of set is not stable. So the customer falls in difficulties to buy
the set.
iii)
Billing: I have seen in my research that the
objective of consumer towards mobile phone in which most of them think that the
bill of mobile phone is excess, which is a major problem.
Every types of
cost are included in Pre-paid card and there is no line charge. But in the case
of Post-paid one has to pay both.
Table No. 14
Customer
opinion about call rate:-
|
Opinion
about call rate
|
%
|
Number
of Users (out of 50)
|
International |
||
|
Expensive
|
36
|
18
|
|
Reasonable
|
60
|
30
|
|
Inexpensive
|
4
|
2
|
Local |
||
|
Expensive
|
98
|
49
|
|
Reasonable
|
2
|
1
|
|
Inexpensive
|
-
|
-
|
Inter-district |
||
|
Expensive
|
56
|
28
|
|
Reasonable
|
38
|
19
|
|
Inexpensive
|
6
|
3
|
National |
||
|
Expensive
|
56
|
28
|
|
Reasonable
|
38
|
19
|
|
Inexpensive
|
6
|
3
|
Source: Field survey
2.2.4
Promotion:
We know that,
there is a vital importance of promotional activities at introductory stage to
any firm or organization, which is why company has to do more promotional
activities of this stage. At present the firm operate their promotion
activities by newspaper, billboard, bill sign, neon sign etc, which is not
enough.
2.2.5
Procurement:
The most
important product of Grameen Phone is set. The organization is free from all
kinds of difficulties in buying the mobile set. They can easily buy the product
from international market. They are not aware about the production cost-of the
product. But it is assumed that production cost may less than the importing
cost.
2.2.6 Storage:
Warehousing is
not essential for the company because the product is sold very quickly, as the
demand is very high.
2.2.7 Transportation:
Transportation
cost is not so significance. Because the transport cost is very negligible in
comparison to the price of the product. So, the organization does not consider
the transportation cost seriously.
2.2.8 Quality control:
i)
Net Working: The used technology of mobile phone
network is not more advanced. Since the consumer is facing net work problem off
and on such as-
2
Subscribers some times do not get connection
2
Do not get clear tone etc.
Table No. 15
Connection
availability with in 24 hours:
|
In
answer of connection availability within 24 hours
|
%
|
Number
of users
(
out of 50)
|
|
Yes
|
44
|
22
|
|
No
|
20
|
10
|
|
Sometimes
|
36
|
18
|
Source: Field survey
ii) T&T connection: There are few
problems about T&T connection but the facility is not available everywhere.
That is why; most of the consumers are deprived from this facility.
iii) Mobile set: The quality of mobile phone
set is well. But there are few complaints about mobile set.
iv)
Pre-paid card: There is a risk of demolishing of
the card number. So, the customer is bout to search the number very carefully.
2.2.9 Market information:
The organization survey the customer’s opinion in order to
get exacts demand of the customers. They also want to get the complain of the
customer through Internet. But this
program is not regular. It is a problem of market information. On the other
hand, in maximum cases it is not easy to send the complain in Internet. So, the
gap between the customer and the organization remain unchanged.
2.2.10 Sales:
The selling
system of mobile phone is discussed in two ways. Such as –
i)
There are no different in selling and connectioning of
mobile phone. The demand is higher than the supply. So, the product is easily
sold.
ii)
In the case of call service the income may increase
along the amount of the selling of mobile phone. But the income from the call
charge is higher than T&T call charge. So, it is a serious problem for the
institution.
Diffusion is the
process by which and innovation is communicate through certain channel over
time among the members of a social system. Depending on my acceptance data the
detail particulars of diffusion process of Grameen Phone are given below—
2.3.1
Characteristics of innovation:
The following
information are found by analyzing the characteristics of diffusion process of
mobile phone.
i)
Relative advantage: Mobile phone has some
relative advantages.
a)
Easy transferable: Mobile phone is easy to carry
from one place to another place. So, the consumer can get the service easily
and continue only, which is possible by hand phone.
b)
In urgent service: We may get the urgent service
through mobile phone. This phone can help us to communicate with the
counterpart at any time and any place.
c)
Less expensive: Mobile phone is less expensive
in comparison E-mail, Fax, Internet and telephone.
The causes
behind using the mobile phone is given below:
Table No. 16
Users
opinion about using the mobile phone
|
Description
|
Particular
|
|
Urgent Need
|
8%
|
|
For communication
|
51%
|
|
Easy transportation
|
6%
|
|
Movability
|
31%
|
|
Others
|
4%
|
Source: Field survey
Table No. 17
Non-user
opinion about mobile phone
Particulars |
Percentage
|
|
Do
not feel necessary
|
5%
|
|
Too
expensive
|
80%
|
|
Known
does not have telephone
|
8%
|
|
Others
|
7%
|
Source: Field survey
So, it is clear
that there are much more advantage of mobile phone is comparison to other
communication media.
ii)
Compatibility: social value is not an obstacle
for using mobile telephone.
On the other hand, mobile phone does not play any negative
impact on social values & social factors are not any for using mobile
phone. From the survey report it is found that mobile phone does not any social
problems. But some non-users claim that mobile phone is used for antisocial
activities like robbery & hijacking & finally it creates some social
problems.
iii)
Testability: Though it is assumed that the price
of mobile phone is high actually it is purchasable of middle class people of
our country. Almost town dwellers of Bangladesh have bought mobile phone.
Again mobile
phone service facility is available in all towns in Bangladesh. Thus everybody
has already become conscious of the benefit of mobile phone. So, it is very
urgent to find out the effect of mobile phone.
iv)
Observability: It is very easy to observe the
impact of mobile phone and everybody can know its advantages. Its effect is
also easy to realize. For example, it is the easiest means to communicate with
friends and relatives through mobile phone and it is one of the advantages. The
customer may consult with the users about the advantages of mobile phone. The
consulting rate have given below:
Table No. 18
Consulting
rate
|
Particulars
|
Percentage
|
|
Friends
|
44%
|
|
Users
|
38%
|
|
Sellers
|
14%
|
|
Others
|
4%
|
Source: Field survey
2.3.2 Communication Channel:
Communication
Channel is very important for any diffusion process. Mobile phone is used as a
communication channel and it is a very effectives means of communication. The
users have informed about mobile phone from different sources. The following is
given for this purpose:
Table No. 19
Users
source of information
|
Particulars
|
Percentage
|
|
Advertising
|
4%
|
|
User
|
20%
|
|
Newspaper
|
72%
|
|
Sellers
|
4%
|
Source: Field survey
Besides this,
the users suggest for buying mobile phone. It works as a communication channel.
Number of mobile buyers and their consulting system is given below:
Table No. 20
|
Particulars
|
Percentage
|
|
Retailers
|
38%
|
|
Friends
|
44%
|
|
Others
|
18%
|
Source:
Field survey
From this above
table it is clear that most of the users have informed from friends and
newspaper.
The satisfied
user/buyer is a good media of communication channel. The satisfied customers
have played a very significant role for diffusion the mobile phone.
2.3.3 Time:
Adoption time is
an important factor. That is why, some goods may be popular within short time
but some goods may not be popular even within a long time. Three factors are
responsible for timing:
i)
After getting the information how much time is taken by
the customer for buying or not buying.
In the case of mobile phone the customer usually take quick decision.
Because it is not difficult to understand the advantages of mobile phone. But
it is important to note that the most significant factor of buying mobile phone
is financial capability and the influence of friends and relatives. So, as
customer can take his decision quickly.
ii)
The gap between the two customers: It is found that the
gap between two customers is very limited. Usually the second customer does not
delay at all. As a result the customers number has increased very rapidly viz.
the number of customers was 40000 in July, 1999 which has increased 200000 in
February, 2000 and 270000 in may in the same year.
So, it is clear that the gap between two customers is very
short. From the report of concerned company, it is known that the supply is run
out very quickly as the sale of mobile phone is very high.
iii)
Innovation rate of adoption is a system: In this system
the rate and motion of purchasing mobile phone is estimated. The mobile phone
is sold in a large volume at a time. So, the supply of the goods is run out
very quickly. From the above description it is clear that the diffusion of
mobile phone is very high.
So, we can say
that satisfied customer is the single most factors for diffusing the service of
mobile phone quickly. Thus we can say that the diffusion of mobile phone is
very high.
2.4. Marketing Efficiency:
Marketing
efficiency is the total activities of supplying and selling product with effectiveness
and perfecteness as the producer or trader become more benefited as well as the
customer get his full satisfaction.
Skill &
efficient marketing reduce marketing cost as a result the amount of profit
increase ultimately. Besides, it also increases the good will and image of the
institution. It is very important for maximizing the satisfactory of the
customer, minimizing the cost of the product and finally its increase the
stability of the business.
To measure the
marketing efficiency Grameen mobile phone following factors are considered:
2.4.1 Quality of product and service:
There are few
problems with the quality of the Grameen Mobile Phone sets with the survey to
the customer I see that they complain a little about the companies of the phone
set. So, it can be said that the quality of mobile phone is enough. But the
servicing value of the date exchange is not so good. The complaints about the
given service of the company, obtained from the customers are given below:-
Table No. 21
Total number of respondents = 50 from Dhaka & Rajshahi
Metropolitan city.
|
Opinion
|
Yes
|
No
|
Sometimes
|
|
Noise
of the time of speak
|
22%
|
44%
|
34%
|
|
Net
work problem
|
52%
|
48%
|
Nil
|
|
Excess
bill
|
28%
|
62%
|
10%
|
Source: Field survey
2.4.2 Cost:
One of the
important elements of measuring efficiency is cost. In a commodity, if the
production cost is more, the selling price will be also more. As a result, the
satisfaction from the buyers cannot be obtained. On the other hand, the less is
the cost, the more will be beneficial for the company because, for this, in one
hand the satisfaction of the buyers can be obtained by lessening the cost of
the commodity or by increasing the value of services. On the other hand, the
company can obtain more benefit.
By the survey of
the customer I see that users and non-users are complaining that the rate of
the bill of mobile phone is excess. But they are not complaining about the
payment of phone connection and the cost of the set. From this, I can say that,
the money, which is spent for taking connection of mobile phone and for buying
the phone set, is not excessive. So, in conclusion it can be said that although
the buying of mobile phone set and taking connection is not expensive, spending
data or news by mobile is expensive.
The research
shows that:
Table No. 22
Opinion
of the users about different types of services:
|
Opinion about call rate
|
%
|
Number of Users (out of 50)
|
Opinion about mobile connection
phone price
|
%
|
Numbers of users (out of 50)
|
International
|
Expensive
|
38
|
19
|
||
|
Expensive
|
36
|
18
|
Reasonable
|
54
|
27
|
|
Reasonable
|
60
|
30
|
Inexpensive
|
8
|
4
|
|
Inexpensive
|
4
|
2
|
|
||
Local
|
|
||||
|
Expensive
|
98
|
49
|
|
||
|
Reasonable
|
2
|
1
|
|
||
|
Inexpensive
|
-
|
-
|
|
||
Inter-district
|
|
||||
|
Expensive
|
56
|
28
|
|
||
|
Reasonable
|
38
|
19
|
|
||
|
Inexpensive
|
6
|
3
|
|
||
National
|
|
||||
|
Expensive
|
56
|
28
|
|
||
|
Reasonable
|
38
|
19
|
|
||
|
Inexpensive
|
6
|
3
|
|
||
Source: Field survey
2.4.3 Availability:
With
availability it is indicated that how is receiving the service, at any time can
it be taken connection or not and can be used or not. If the service is
available the satisfaction of the customer will increase. As a result, the
company will obtain more benefit. A customer cannot take the connection of the
mobile phone if he wishes. The company cannot give the connection all the year
round, although there is excessive demand of the mobile phone. The connection
efficiency, which is increasing at a definite only if that amount of
efficiency, is given. Again Grameen Phone Company needs advanced technology and
capacity is also less. For this, the customers cannot use mobile any time as
well.
So, we can say,
the availability for giving connection and sending news of the company is less
enough.
2.4.4 Sales:-
Sales are the
best indicator of performance in barriers. The performance of sales has been
maintain below:
Table No.23
Sales
volume
|
Year
|
Dhaka
|
Rajshahi
|
|
2005
|
21,000
|
-
|
|
2006
|
48,000
|
-
|
|
2007
|
75,000
|
-
|
|
2008
|
2,35,000
|
2,200
|
|
2009
|
3,60,000
|
9,000
|
|
2010
|
4,05,000
|
13,000
|
Source: Official records
From the above
table it is seen that the selling rate is increasing very rapidly.
With the
observed circumspection of the above-mentioned aspects, it can be said that,
the ability and billing that of the organization is not so available and
standard in comparison to their selling performance. That means they have
failed to perform their marketing program efficiently. But it is hope that they
may overcome this limitation by investing more money. Besides it is helped that
the selling rate may be reduced by increasing the network connection.
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