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Grameenphone Vs Banglalink

Grameenphone vs Banglalink - a case study on the two telecom giants of Bangladesh in consideration of both companies' business challenges, scopes & strategic approaches.

Grameenphone vs Banglalink - a case study on the two telecom giants of Bangladesh in consideration of both companies' business challenges, scopes & strategic approaches.

by 

Mohammad Rashed Us Salam

UCSI University, Malaysia 

December 2011

This paper conducts a comparative analysis on two major telecom companies of Bangladesh - Grameenphone & Banglalink and Banglalink is found to be the underperforming one in consideration of both companies' financial performance & subscriber base. The recommends few strategic measures for Banglalink in consideration of external industry wise analysis and internal company resource & capability wise analysis. The study revealed the potentials of the unmet demand that is driven from the low-end section of the country who are the most price sensitive. Both Grameenphone & Banglalink show their competencies on the areas of - quality management, service development, competitive pricing, R&D efforts, promotions and others. All these competencies allow both company to attain competitive advantage. Both companies formulate corporate and business level strategies through adoption of these competitive advantages in order to lead the industry. Both companies have been evaluated with internal strength & weakness and external opportunities & threats and a TOWS matrix is constructed to formulate required strategies for Banglalink. Based on the formulated strategies required actions are recommended in this study for Banglalink to lead the future telecom industry of Bangladesh. The given suggestions of the study are found to be not only favorable Banglalink's superior performance but also reveals potentials for the industry that drive towards the services that offer true benefits in our daily life.

  
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