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Chapter - I

Introduction

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1.1 Rationale for Selecting the Report:

"Robi go rural" means Robi is focusing the rural market of our country for expanding the

existing business. Robi has already entered into rural market but its market expansion in the rural

areas is not that much high comparing to the other competitors like GP and Banglalink. So this

year (2014) Robi is extremely determined to broaden its market in rural areas to become the

market leader among the telecom brands of our country. Robi believes that most of the people of

our country live in rural areas and these majority population need decent as well as cost effective

telecommunication system and that's why Robi is launching this project (Robi go rural) and are

trying to implement this as soon as possible. Robi is focusing on expanding SIM pos, SC(scratch

card) pos, EL (easy load) pos in the rural areas of our country among the three categories of

Market like-Developed, Immerging and Underdeveloped market.

As an Intern at Robi Axiata Ltd. I have to work for the launching of this most essential project

for this year. Through working this project I will able to know the real market position of Robi in

rural areas and the 12th's existing Regional markets (Define by Robi) of Robi. In this project I

have to identify the current market situation of these existing elevenths Regional areas of Robi

through preparing individual Summary sheet for these Regions, and all the primary data for

preparing summary sheet will be provided by the respective regional managers of Robi. This

project will certainly help me to understand the Market expansion strategy of a network provider

company to capture the superior position through competing with strong competitors. As I have

the real desire to work for any reputed telecom company of our country, so it will definitely help

me a lot to understand the actual market situation of a telecom brand and how it launches a

project and implement a new project properly in the market.

1.2 Background of Robi Axiata Ltd.:

Robi Axiata Ltd. is a dynamic and leading countrywide GSM communication solutions provider

for Bangladesh and is joint venture Company between Axiata Group Berhad, Malaysia and NTT

DOCOMO INC, Japan. It was formerly known as Telecom Malaysia International (Bangladesh)

which commenced operations in Bangladesh in 1997 with the brand name AKTEL.

Robi is truly a people-oriented brand of Bangladesh. Robi, the people's champion, is there for the

people of Bangladesh, where they want and the way they want. To ensure leading-edge

technology, Robi draws from international expertise of Axiata and NTT DOCOMO INC. It

supports 3G network services, CAMEL Phase II & III and GPRS/EDGE service with high speed

internet connectivity. With a network covering all 64 districts of Bangladesh, coupled with the

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first intelligent Network (IN) Prepaid Platform in the country, Robi is geared to provide a wide

range of products and services to customers all over Bangladesh.

To ensure leading-edge technology, Robi draws from the international expertise of Axiata and

NTT DOCOMO INC. It supports 2G voice, CAMEL Phase II & III and GPRS/EDGE service

with high speed internet connectivity. Its GSM service is based on a robust network architecture

and cutting edge technology such as Intelligent Network (IN), which provides peace-of-mind

solutions in terms of voice clarity, extensive nationwide network coverage and multiple global

partners for international roaming. It has the widest International Roaming coverage in

Bangladesh connecting 600 operators across more than 200 countries. Its customer centric

solution includes value added services (VAS), quality customer care, easy access call centers,

digital network security and flexible tariff rates.

By leveraging on Axiata's extensive expertise in the international communications

implementation, Robi became the first mobile operator to connect Tetulia and Teknaf, which is

the northern and southern most points of Bangladesh, and first to provide seamless coverage

along the Dhaka-Chittagong highway.

With a network covering all 64 districts of Bangladesh, coupled with the first Intelligent

Network (IN) Prepaid Platform in the country, Robi is geared to provide a wide range of

products and services to customers all over Bangladesh.

Robi also prides itself as a technology driven company. It has invested heavily into upgrading the

systems with state of the art equipment with cutting edge technologies available today in the

telecom sector such as its Short Message Service (SMS) and Voice Message Service (VMS)

systems, and migration of the Pre-Paid network platform to Intelligent Network (IN), which was

successfully implemented for the first time in Bangladesh. A reflection of these processes are the

highly competitive product packages and first ever services that had been offered to all Robi

Customers throughout the year.

It is strongly believed that Robi will be the pioneer service provider to be able to realize the long-

felt needs of the customers from all walks of life by offering innumerable innovative products

and value-for-money services throughout the years to come. In concert with the theme of

undeniable customer appreciation, Robi celebrates the end of a remarkable year.

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1.2.1Product Portfolio:

Robi mainly offers two types of product based on the subscription category for general

Subscribers:

Pre-paid and Post-paid.

Pre-paid package:

Robi Pre-paid is continuously offering new features and plans to provide absolute freedom to the

customer. Robi offers a single Pre-paid package with different tariff plans to meet different types

of needs instant, easy and multiple migration facility from one tariff to another. Tariff plans are

as follows-

*Muhurto tariff

*Sorol tariff

*Nobanno taiff

*Robi goti

*Robi club

*Robi prothom

*Shasroyee tariff

For the entrepreneurs Robi offer a different package called Uddokta & Easy Load Tariff.

Post-paid package: Robi offers few lucrative Post-paid Packages named

*Professional package 1

*Professional package 2

These Tariff and facilities can be easily found from the webpage: www.robi.com.bd.

1.2.2 Chain of Command:

The organization is headed by its Chief Executive designated as the Managing Director entrusted

with overall responsibilities of business direction of the organization and leading dynamically

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towards the attainment of its Vision, Mission and Goal. In attaining the above mission, the MD is

assisted by 4 general managers Robi Axiata Ltd. has established a strong and formidable sales

channel, which consists of direct dealers and its own sales force. Chief Marketing officer

(CMO), Chief Finance Officer (CFO), Chief Technology Officer(CTO), Chief Corporate

Strategy Officer(CSO) and Chief Human Resource Officer(CHRO) along with CEO make the

CXO bar, who are directly nominated and dominated by Axiata Group Berhad.

Robi Axiata Limited | Org Chart22 February 2012

CEO

Michael Kuehner

Market

Operations

Pradeep

Shrivastava

Finance

Mahtab Uddin

Ahmed

Technology

A. K. M. Morshed

Corporate

Strategy

Yoshishige

Hasegawa

Human Resources

Mat iul Islam

Nowshad

CRL

Mahmudur

Rahman

Administration

Arif M.

Moslehuddin

EPMO

Nishat Husain

Ethics Office

Md. Shahedul

Alam (Act ing)

Market Strategy &

Planning

Monjur-E-Elahi

Product &

Services

Sadat Adnan

Ahmad

CLM

Barna Ahmad

Brand & Market

Comm.

Md. Zabid Ahsan

Sales & Services

Emerging Market

Acting: Pradeep

Shrivastava

Sales & Services

Developed Market

Isht iaq Ahmed

Customer

Experience

Promod R.

Karmaker

Business IT

Faizur Rashid

Financial

Services/ M-

Money

Acting: Barna

Ahmad

HR Business

Partner

Business

Control

Corporate

Finance

Dewan Nazmul

Hasan

Financial Act. &

Mgt. Reporting

Katsuhiro Iida

Financial

Compliance,

Insurance &

Process

Improvement

Ajoy Das

SCM

Md. Saiful Alam

Revenue

Assurance &

Fraud Mgt.

F. M. Fazle Karim

Business

Partnering

Ruhul Amin

Transformation

Office

Zafrul Hassan

Media Buying

(NN)

Company

Secretary

Imt iaz Lut ful

Baset

HR Business

Partner

Business

Control

Development

Niloy Rahman

Planning

Asif Rahman

Implementation

Sarker Sohel

Ahmed

Central

Operations

Mizanul Ghani

Milon

Regional

Operations

Anisur Rahman

Compliance

Rezaul Karim

HR Business

Partner

Business

Control

Business

Development

Armaan Siddiqui

Corporate

Management &

Strategic Planning

Ahammad Jubaer

Ali

Organizational

Development &

Talent

Management

Rizwan Hamid

Quraishi

HR Operations

S.M Farhad

Mahbub

Competence

Development

Md. Tauhidul Alam

Employee

Relations &

Compliance

Faisal Imt iaz Khan

Corporate

Communications

& Media Relations

Mohiuddin Babar

Company Affairs Humayun Kabir

CSR &

Sponsorship

Segufta Yesmin

Samad

Regulatory Affairs

Alloisus Mohan

Ramaiah

Legal &

Compliance

Md. Shahedul

Alam

Facility & Estate

Management

Muhammad Taha

Alomgir

Fleet

Management

Akter Emam Khan

Security

Jamil Ahmed

Regional Admin

Operation

Raushon Ahmed

Safety

Md. Mostak

Ahmed

EPMO Program 1

Acting: Nishat

Husain

EPMO Program 2

Acting: Nishat

Husain

EPMO Program 3

Acting: Nishat

Husain

Internal Audit

Shafik Azlee Bin

Mashar

Figure 1.2.2: Organization Chart of Robi Axiata Ltd.

Source: http://www.newportal.robi.com.bd/default.aspx

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1.3 Objectives of the Study:

Broad Objective:

The main objective of the study is to know Robi’s present market scenario in different regional

areas of our country and giving exact direction through preparing Summary sheet and remarks

for these regional areas for implementing the project of "Robi go rural”.

Specific Objectives:

The specific objectives of this internship report are:

To have a clear understanding of the present market condition of Robi.

To understand the weak market focus for different developed and immerging market.

To provide precise findings for utilizing new business opportunities and potential POS

(Sim, SC & EL) for sales penetration.

To provide necessary data for helping to capitalize the immerging market of Robi.

To provide necessary information for POS wise branding system and find out ways to

penetrate sales in future which include KYC (Know Your Customer) as well.

To give factual understanding for implementing the market expansion process of Robi.

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Chapter –II ACTVITIES UNDERTAKEN

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2.1 Work-Related:

I have worked in Robi's Market Operation and Segmentation department as an Intern. Recently

Robi has launched a project name ''Robi Go Rural'' and I have worked as a team member for this

recent project. "Robi Go Rural" means Robi is focusing the rural market of our country for

expanding the existing business. Robi has already entered into rural market but its market

expansion in the rural areas is not that much high comparing to the other competitors like GP and

Banglalink. So this year (2014) Robi is extremely determined to broaden its market in rural areas

to become the market leader among the telecom brands of our country. Robi believes that most

of the people of our country live in rural areas and these majority population need decent as well

as cost effective telecommunication system and that's why Robi is launching this project (Robi

go rural) and are trying to implement this as soon as possible. Robi is focusing on expanding

SIM pos, SC(scratch card) pos, EL (easy load) pos in the rural areas of our country among the

three categories of Market like-Developed, Immerging and Underdeveloped market. Being a

team member of this project I have to do some specific works and these are -

Preparation of summary sheet for different regions of Robi's existing market.

Preparation of remarks for different existing regional markets and present condition of these

markets.

I have done matrix calculation for different regional areas.

Preparation of summary of Pos-necessity for different regional areas.

Preparation of existing Pos-data for various regional areas.

2.1.1 Preparation of Summary Sheet for Different Regions of Robi's Existing Market: Robi

has divided its overall market for Bangladesh into 12 Regions. These are Dhaka Metro, Dhaka

Rural, Chittagong Metro, Chittagong Rural, Maymensing, Khulna, Kushtia, Rajshahi, Rangpur,

Sylhet, Borisal and Comilla. According these regions I have prepared Summary sheet for some

regions . A summary sheet is included with exisiting Villages, population, current EL(Easy

load), SC(Scratch card) & SIM Pos data, network present and non-present villages, future RV

pos and future SIM pos of a specific area from a region. To be more specific , the region like

Dhaka Metro are divided into eight individual areas like- Dhanmondi, Gulshan, Lalbagh, Mirpur,

Old Dhaka, Uttara, Ramna, Sabujbagh, so for this specific region I have prepared 8 summary

sheet Now there is a summary sheet here as demo to my task are showing exactly what I did

through it, and this summary sheet belongs to Dhanmondi area of Dhaka Metro region-

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Table 2.1.1 Sample Summary Sheet of Dhanmondi area of Dhaka Metro region--

**This Summary sheet was prepared through excel and its representing Dhanmondi area and its market

scenario of Robi.

2.1.2 Preparation of Remarks For Different Existing Regional Markets and Present

Condition of These Markets: Preparation of remarks means clearly indentify the gap villages of

different Than wise market for specific area. In the remarks box there is a clear indication of

number of gap villages where there are no EL or SIM pos and it also indicate the network

coverage (Good, Moderate & Poor)situation of different Than areas . Through this remark box

it's very easy to find out the specific village area where Robi should concentrate immediately to

Thana/Upazilla Adabor Dhanmondi Kalabagan Mohammadpur

Sher-E-

Bangla

Nagar

TOTAL

Total Village

34

15

11

42

4 106

Population

203,989 147,643

118,660 355,843 65,984 892,119

Addressable Market

179,041 129,586

104,148 312,323 57,914 783,013

Current total RV POS

544

273

398

841

166 2,222

Current total SIM POS

151

70

123

369

60 773

Network presence village

34

15

11

42 4 106

Network not present

villages

-

-

- -

- -

Indoor coverage >50%

Current RV presence village

22

10

10 34 3 79

Presence % - RV 65% 67% 91% 81% 75% 76%

Current SIM presence

village

15

6

10 28

3 62

Presence % - SIM 44% 40% 91% 67% 75% 63%

Future total RV POS

568

273

400

849

168 2,258

Future total SIM POS

177

85

125

391

62 840

RV POS increase

24

-

2

8

2 36

SIM POS increase

26

15

2

22

2 67

RV Village increase

12

-

1

4

1 18

SIM Village increase

19

9

1

14

1 44

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implement its ''Go Rural'' project for the year 2014. Now , there is a demo remark box , which I

have prepared for Cantonment & Kafrul area of Mirpur --

Table 2.1.2 Sample Remark Box of Cantonment & Kafrul Area of Mirpur --

Cantonment:

1. We have 3 villages here with good or moderate net coverage but only 0 EL POS. So, we can

go for these villages.

2. We have 5 villages here with 0 sim pos and good network coverage.

3. Concentrate on Baridhara DOHS, Navy (Dhaka Cantonment) and Cant. Board Authority in

particular.

Remarks

Kafrul:

1. We have 10 villages here with good or moderate net coverage but only 0 EL POS. So, we can

go for these villages.

2. We have 13 villages here but with 0 sim pos and good network coverage.

3. Concentrate on Sector 13, 14, 15 and ward no. 4 and 16 in particular.

** These two remarks box indicating the concentrated village areas of Cantonment & Kafrul

where there is an exact need of EL or SIM pos and this Remark box is prepared through the help

of area wise summary sheet.

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2.1.3 Matrix Calculation for Different Regional Areas: I have done Matrix calculation for

different regional areas of Robi. Matrix calculation means categorize RV (Easy Load & Scratch

card) Pos and SIM Pos according to three different area characteristics of Rural, Urban & Semi-

Urban and theses areas are define by three categories of Population ( 0-629, 630-1434 & 1435-

above). Through this Matrix it’s easy to understand the exact number of RV and SIM pos in

different regional areas. This Matrix also shows the real picture of Rural, Urban & Semi-Urban

wise situation for various areas. There is sample showing below of Jessore area of Khulna

Region—

Table 2.1.3 Sample Matrix Calculation for Jessore Area--

Jessore

thana name

population

0-629 630-1434 1435 & above

rural semi-

urban urban rural semi-urban urban rural

semi-

urban urban

vill-qty vill-qty vill-qty vill-qty vill-qty vill-qty vill-qty vill-qty vill-qty

Sadar(RV

&SIM)

32--32 16--32 2--4

45--45 28--28 3--6 10--20

Chitalmari 14--14 6--12 1--2

25--25 13--13 4--8

Kachua 25--25 5--10 1--2

30--30 9--9 3--6

Fakirhat 7--7 4--8

13--13 1--1 8--8 1--2

Mollahat 7--7 8--16 2--4

16--16 12--12 5--10

Mongla 4--4 2--4 1--2

13--13 4--4 4--4 7--14

Morrelganj 20--20 1--1 19--38 3--6

32--32 31--31 7--14

Rampal 25--25 8--16 2--4

32--32 14--14 6--12

Sharankhola 5--5 14--28

7--7 16--16 1--2

** This Matrix calculation showing the RV & SIM Pos number for different Thana of Jessore

area of Khulna Region.

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2.1.4 Preparation of Summary of Pos-necessity For Different Regional Areas: Preparation of

Summary of Pos-Necessity means defining Easy Load & SIM Pos according to the Region, area and

Thana of Rural, Urban and Semi-Urban area wise. Its focuses on the specific area wise information

of EL & SIM Pos for different regional areas, so it’s easy to find out real situation of these areas.

There is a sample of Pos-Necessity for Sylhet Region are showing below --

Table 2.1.4 Sample Summary of Pos-necessity of Sylhet Region --

Region Area Thana Name Rural EL

POS needed

Semi Urban EL POS needed

Urban EL Pos

Needed

Rural SIM Pos

needed

Semi Urban

SIM POS

needed

Urban SIM POS

needed

EL Village Rural

EL Village Semi-urban

EL Village Urban

SIM Village Rural

SIM Village Semi-urban

SIM Village Urban

Sylhet Sunamganj Bishwambarpur 135 0 0 42 0 0 41 0 0 42 0 0

Sylhet Sunamganj Chatak 152 0 100 150 2 22 128 0 12 143 1 26

Sylhet Sunamganj South Sunamganj 219 2 0 91 6 0 86 1 0 91 3 0

Sylhet Sunamganj Derai 159 0 60 68 0 27 51 0 18 68 0 23

Sylhet Sunamganj Dharampasha 135 0 100 68 0 26 66 0 23 68 0 24

Sylhet Sunamganj Dowarabajar 100 0 24 106 0 21 56 0 8 106 0 18

Sylhet Sunamganj Jagannathpur 100 0 123 44 0 33 33 0 27 44 0 28

Sylhet Sunamganj Jamalganj 25 0 84 29 0 65 21 0 42 29 0 53

Sylhet Sunamganj Sulla 93 2 34 57 1 0 55 1 17 57 1 0

Sylhet Sunamganj Sunamganj Sadar 94 12 51 87 5 38 69 6 16 77 5 38

Sylhet Sunamganj Tahirpur 150 0 40 100 0 15 81 0 12 100 0 12

Sylhet Moulavibazar Juri 32 0 0 47 0 0 16 0 0 47 0 0

Sylhet Moulavibazar Kamalganj 44 28 0 45 10 0 33 14 0 45 8 0

Sylhet Moulavibazar Kulaura 57 0 20 74 0 25 46 0 10 74 0 21

Sylhet Moulavibazar Moulavibazar Sadar 35 0 0 87 4 46 31 0 0 87 2 37

Sylhet Moulavibazar Rajnagar 40 0 0 93 0 0 34 0 0 93 0 0

Sylhet Moulavibazar Sreemangal 30 0 4 63 0 18 22 0 2 63 0 14

Sylhet Habiganj Ajmiriganj 0 0 0 12 3 0 0 0 0 12 3 0

Sylhet Habiganj Bahubal 2 0 0 20 4 0 2 0 0 20 2 0

Sylhet Habiganj Baniachang 5 0 0 58 8 0 4 0 0 58 4 0

Sylhet Habiganj Chunarughat 8 0 0 54 9 0 4 0 0 54 6 0

Sylhet Habiganj Habiganj Sadar 1 66 0 47 26 0 1 33 0 47 24 0

Sylhet Habiganj Lakhai 0 0 0 8 2 0 0 0 0 8 1 0

Sylhet Habiganj Madhabpur 6 0 0 50 10 0 5 0 0 50 5 0

Sylhet Habiganj Nabiganj 8 2 0 62 4 0 4 1 0 62 3 0

Sylhet Sylhet Metro Balaganj 238 58 0 133 34 0 119 29 0 133 34 0

Sylhet Sylhet Metro Bishwanath 78 34 0 39 21 0 39 17 0 39 21 0

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2.1.5 Preparation of Existing Pos-data For Various Regional Areas: Existing Pos- data

represent the present number EL & SIM pos according to Region and Area wise, so that it’s

much easier to find out different regional areas with the definite number of EL and SIM Pos.

There is a sample of Existing Pos data excel sheet of Rangpur region--

Table 2.1.5 Sample of Existing Pos-data of Rangpur Region --

Region Area Rural

EL POS

Semi Urban

EL POS

Urban EL

Pos

Rural SIM Pos

Semi Urban

SIM POS

Urban SIM POS

EL Village Rural

EL Village Semi-urban

EL Village Urban

SIM Village Rural

SIM Village Semi-urban

SIM Village Urban

Rangpur Dinajpur 301 477 223 101 48 135 477 73 93 34 9 37

Rangpur Gaibandha 269 208 141 106 90 53 91 17 17 55 16 11

Rangpur Kurigram 792 53 0 665 80 0 460 36 0 608 64 0

Rangpur Lalmonirhat 517 117 158 211 57 60 257 43 44 135 29 25

Rangpur Nilphamary 32 285 279 3 102 73 17 135 137 3 71 49

Rangpur Panchagarh 109 378 190 52 134 62 41 109 36 14 44 19

Rangpur Rangpur Outer 841 17 57 447 14 49 548 11 56 337 11 46

Rangpur Rangpur 402 263 9 162 94 6 127 53 1 77 33 1

Rangpur Thakurgaon 103 233 211 74 135 92 33 74 61 21 47 27

** This Existing Pos data representing the total number of EL & SIM Pos for different areas of

Rangpur region.

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Chapter –III

CONSTRAINTS/CHALLENGES AND

PROPOSED COURSE OF ACTION FOR

IMPROVEMENT

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3.1 Identified/Observed in the Organization:

Robi is a well reputed telecom company and I have done my internship in the Corporate Office

of Robi (Head Office) at Gulshan-1, which is an excellent place to work. So, there is nothing

much to say about the workplace atmosphere, employee skill and organizational behavior and

culture that I have learned from this organization. As I am a student of Marketing department, it

was challenging for me to learn different activities of Robi. If there is a workshop of developing

corporate culture for student like that would help us to understand the activities. This is just a

little observation during the internship program where I feel that educational background is

important in job place. To work in the telecom sector it is very challenging. During my

internship period I faced some problem .These are given below:

Data collection difficulties.

Frequent change in working pattern.

Extra pressure in work.

Time limitation in work and related activities.

3.1.1 Data Collection Difficulties:

As all these data (EL Pos, SC Pos & SIM Pos) takes more time to collect and regional managers

sometimes send data lately which greatly hampered the whole working process of “Robi Go

Rural ‘’project. Furthermore there was an exact time limit for finishing all the tasks given to me.

3.1.2 Frequent Change in Working Pattern:

As I worked as a team member for an important project of “Robi Go Rural”, so I had to follow

every single and critical command of my supervisor. In this project I basically worked through

using excel sheet which was totally a new experience for me. As per the project requirement

there were some frequent changes in my regular working process which practically made my

working process slow and difficult as well. It was really difficult for me to cop up this kind of

situation there, as that was my first working experience in a corporate environment.

3.1.3 Extra Pressure in Work:

Working in a growing & innovative Telecom company like Robi is really challenging because

there were tremendous pressure of work for a new comer like me in this sector. I had to be much

more serious for every tasks provided by my boss. There in Robi I had to work for nine hours in

a day for several weeks as well, so it was really hard to maintain theses extra pressure of work as

I was had no experience at all before my internship in Telecom Company.

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3.1.4 Time Limitation in Work and Related Activities:

The limitation of time for the entire assigned task was great concern for the accuracy of my

work. Because I had to do lot of activities within a limited time frame because Robi needed to

launch the project within the one month (January, 2014) and that’s why everyone tried their best

to make it happened. So it was really challenging for me to manage the time frame for my

assigned task through accuracy.

3.2 Academic Preparation:

During my whole internship period I have faced some problems regarding my academic

preparation. These problems are given below—

Resource Constraint:

In many cases I have faced challenges for collecting internal organizational data for preparing

my report. As there were some limitation of expressing all these information by the employees of

Robi, so it was hard to collect those information.

Internal Communication Gap:

Everyone was super busy in their own work & responsibilities, so it was really hard to find

possible time for asking them other questions related to organization. So that was put me into a

challenging situation to interact with these employees of Robi.

Now I want to discuss about relevance between assigned tasks of Robi with my major Marketing

in beneath.

The internship stage is very significant for any student to learn some practical knowledge of

working career. This internship opened a prospect to learn the role of Marketing in

Telecommunication. It taught me many different approaches of Telecom Company for

expanding the overall market reach as well as sales expansion, which I have learned through my

major course Sales Management, form my University.

I have to say that being marketing major student of AIUB, I have learned so many real time

experiences through this internship which will help me a lot to utilize my University learning in

my practical life to make a better career of it.

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Mismatch: During my internship period I have seen lots of activities related to market expansion

and sales increase initiatives. But in my University courses I have found all the courses mostly

text oriented and more specified & short. Here In Robi I have learned that market expansion

follow some sequential process like-Previous market review & data collection, data analysis,

properly data submission and implementation. But through University courses, I learned little

about real market expansion and other relevant activities.

3.3 Missing Knowledge:

In our educational period I have seen that we, especially students who have declared Marketing

as Major are not involved in practical work related to business regularly. Marketing is such a

sector involved with real life experiences and events and I truly appreciate the concept of

introducing case studies in every course, as this knowledge really help in corporate working

process where anyone may have to prepare business case . I strongly suggest to the University

authority to make some real initiative to relate all the courses of Marketing through real time

experience and activities.

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Chapter – IV LESSONS LEARNED FROM THE INTERNSHIP PROGRAM

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4.1 Lessons Learned Regarding Internship in Robi:

I have completed my internship program in Robi at Gulshan-1, and at first I met with my

supervisor (GM)who later introduced me to all the team member of the department (Market

Operation & Segmentation) where I would perform in 12 weeks of my internship program.

Initially I was assigned to a project name “Robi Go Rural” and I was lucky enough to have this

opportunity to work as a team member for such kind of important project of Robi. It was a

challenging and exciting experience for me works with this project and I have learned some

important knowledge of Market Operation strategy of a reputed Telecom company like Robi. To

be honest, working as team member for “Robi Go Rural” project helped me a lot to understand

the Market expansion strategy of a Telecom company and other related steps for making this

successful. Telecommunication job is service oriented job and making the service available for

all the respected customer is very important as well and that’s why Robi is focusing specially the

Underdeveloped and Immerging Market for expanding its reach.

I have worked in Market Operation & Segmentation Department where Market performance and

review are strictly followed by the authorities(Vice President, General Manger, Manager and

Specialists) and every Area Manager have to report regularly about current market situation of

their individual areas. Through functioning in a project I have learned few necessary works those

are more help full to build my carrier, this is to be discussing below:

*Gained Knowledge About Market Expansion:

As I have worked in the project of “Robi Go Rural” which was launched for broaden the Market

reach of Robi through focusing the three different Market characteristics – Developed,

Underdeveloped and Immerging Market of Robi. Robi is extremely focused about its Immerging

Markets like- Sylhet, Khulna, Kushtia, Maymensingh etc.

*Gained knowledge Regarding Robi’s Present Market Situation:

As I had the opportunity to work for analyzing various data regarding EL Pos, SIM Pos and SC

Pos of different regional areas of Robi to find out the gap areas of Robi where needed to increase

EL, SIM or SC Pos. Through working with these regional areas data, I have found some

necessary information about region wise present market situation of Robi.

*Experienced of One-to-One Session:

One to one session is a session in which a supervisor evaluates employees under him/her on a

weekly basis. In this 12 week of internship I had nine (9), one to one session with my supervisor.

Each session was of half an hour. In those sessions he used to evaluate my week’s work. In few

sessions he corrected my mistakes and also appreciated some of my work of a given week.

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*Learned about ROBIIT:

Before joining Robi I didn’t have that much Idea about ROBIIT. ROBIIT is a fully owned

subsidiary of Robi, all kind of IT related work of Robi is done by ROBIIT. ROBIIT only work

for the internal operation of Robi.

* Gain knowledge About Different Market Operation Tools:

Robi’s Market Operation team use different tools such as statistical analysis (Preparing Summary

Sheet) Launching campaign and Evaluation of performances of field employees of various

regional areas of Robi.

4.2 Implication to Robi Go Rural Project:

As there are many telecoms in Bangladesh, it is a really competitive market to do well in the

telecom sector. Robi is doing well in the telecom sector but from the customer perspective it’s in

the 3rd

position. They have a good management team, controlling board and governing body,

differentiated customer offerings for different customers, operation outside Bangladesh and a

bunch of skilled employees which make the telecom one of the leading Telecom Company in

Bangladesh. I learned how market runs through active participation of a department like Market

Operation & Segmentation and regular activities by all the employees of this specific

Department. At the beginning it was little bit adjust with the organization environment.

Depending on my objectives one by one everything has to clear that what kind of issues I faced

and for this what kind of solution I can provide to the company. There are some suggestions to

my organization. Such as:

All the employees, Manager, Assistant Manager, and executives can be more helpful.

Work timing is flexible for the project but it can be more flexible.

The intern monthly payment can be increased for better performances.

The employees get different motivation like employee of the month, performer of the

week, best team of the month but no motivation for the interns.

They provide laptop for all the interns to use internally but it can be externally as well.

This organization should provide specific SIM card for every intern.

4.3 Opinion Regarding University’s Internship Program:

As I did internship in Robi, there is a possibility that other students will also be interested to do

internship here too. And the more students will be there as interns, the more the relation between

AIUB and Robi will be strong in the upcoming future. If we able to show excellent performances

during our internship period then it will certainly create opportunities for further job opening for

us here in Robi. It’s a great opportunity for me doing BBA from AIUB also in my last semester

it’s great to take internship. For this internship program proudly I can say that this program is

really benefited to me also for my carrier. Because every point of my study life I can say that by

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internship program a student can understand about organizational culture, corporate culture also

he/she can differentiate what they learned from academic preparation and what’s going on in

practical job life. I have learned about their market operation, dealing with customers, taking

small decision about the benefit of the company. So from my point of view it’s really a great

opportunity to prove anyone as a good student of AIUB by preparing a good internship report to

do intern in a good reputed organization like Robi. AIUB's Internship program helped me with

many personal developments through teaching me the following points-

Accepting corporate culture and act according to the organization.

Developing Public Relation is very important for future career.

Ensuring and sensing of balance among educational, professional and personal life.

Developing the power to read customers' mind to some extent.

Enjoying the work, because if it was easy every one could do that.

Inspiration and motivation is important.

To be punctual and have dedication.

Attempting to be a team player.

Maintaining a good relationship with supervisor and clients.

Striving to apply gained knowledge in practical work place.

There is no implication to University’s internship program from myself. But one thing I want to

add that if our University make further relationship with good and reputed organization of our

country then it will be easier for students to manage a decent internship in a well known

organization. I am truly satisfied with University strategy regarding internship program.

4.4 Others:

Through the internship program, I’ve learnt the proper organizational culture, manner and

procedure. This will be helpful in my job life later for the rest of my life. That also helped me to

see how the telecom company work and how they operate market operation activities according

to specific plan. As a part of my job I visited many other departments and met many people,

which will enhance my confidence and smartness. These connections have helped me to learn

how to talk, behave and negotiate with the customers or other business people. And these

experiences would have never been gained without this internship program. But after this

internship I can say that all my laziness, clumsiness is gone and there is leadership instincts

growing in me. I am appreciative to this internship program of BBA, for this I was able to join an

organization and learnt so many things. Before this program I had no idea what actually

Affiliation Report was. Making this report also helped me to understand how to write a formal

report which I am going to submit to my internship supervisor. I have also learnt about time

management that is how to utilize time and work in an office and make a formal affiliation report

at the same time under huge pressure.

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Chapter -V Recommendations & Conclusion

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5.1 Recommendations for Future Strategic Actions:

As an internee of Robi I have learned lots of marketing related terms and activities. I am positive

that this twelve week internship program at Robi will absolutely help me to understand my

further carrier in the job market. Telecom Company like Robi is tremendously growing industry

and their main focus should be on expanding the overall market and Robi is doing great for

making strong impact on the market through launching essential project like “Robi Go Rural”.

As Robi has already reached every district of our country, so network is not a concern for the

company rather the matter of concern for the company can be the fulfillment of customer

expectation and creating exact demand among the customers.

There are some recommendations I have found as I made this report. These recommendations

can be helpful for the company as well. These are:

I highly support Robi’s Market expansion strategy for creating real demand for the

company.

I boldly appreciate lunching project like- “Robi Go Rural” for overall market expansion.

Creating more customer demand can be the key to success for Robi.

Before entering into the market with new product or new feature, Robi needs to do proper

market analysis & market research.

Before making any advertising Robi should target the customer first for whom the

product will be and the standard should be maintained properly.

They should make the value added services in such a way that is understandable for the

customer.

Robi can make its products & services widely available for the customers through

increasing EL (Easy load), SC (Scratch Card) and SIM Pos among different regional

areas.

Robi can focus on campaigning, organizing events and sponsoring sports events for better

promotion of the company.

Robi may focus on its CSR (Corporate Social Responsibilities) activities for greater

attention from the mass people.

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5.2Recommendation for the University:

The university can assemble orientation curriculum for new intern student where student can get

various ideas about internship program. Because most of the times students need to search for

decent internship in a reputed company and its not that easy now a day’s, so University should

help every student to manage a good & meaningful internship in a good company. If our

University maintains decent & meaningful relationship with all the reputed companies then it

will be lot more easier for us to manage internship there.

5.3Suggetions for Improvement or Course of Action:

To do internship in a growing telecommunication company of Bangladesh has been a great

experience. It was a great honor for me to work in such a professional company where

everything is so organized and perfect. The corporate culture that I learned from Robi is a thing

to be mentioned especially and adapting to it was a big challenge in such an early stage of my

career. The things learnt from real time work experience for the first time has indeed been an

advantage.

On my three months observation in the company, I achieved lot of practical knowledge. During

the internship period I faced some problems and based on that I state the following suggestions

to the company:

More Customer Oriented Product Offering:

Robi needs to further concentrate on customer oriented product offering to attract more

customers. The company can increase value added service offerings for the customers comparing

to other competitors in the market.

Specific Market Focus:

Robi is focusing on the overall market through the recent project “Robi Go Rural”. I have no

implication about this project but Robi can launch some sub project along with this epic project

for giving special focus to both Immerging and Underdeveloped Market of Robi.

Approval dependency problem solution: Because of approval delay some campaign can’t be launched at right time. If Robi can make kind

of tools which will automatically send reminder to the entire campaign manager after a certain

period it will get approval automatically.

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5.4 Summary:

To do internship in a growing telecommunication company of Bangladesh has been a great

experience. It was a great honor for me to work in such a professional company where

everything is so organized and perfect. The corporate culture that I learned from Robi is a thing

to be mentioned especially and adapting to it was a big challenge in such an early stage of my

career. The things learnt from real time work experience for the first time has indeed been an

advantage.

To sum up the whole report I can say that I have achieved so many things doing this internship

program that I didn’t know before my internship. Robi is strongly determined to expand its

market reach throughout the country. “Robi Go Rural” is such a project for creating its market

expansion strategy a successful one through focusing eleventh regional areas of Bangladesh

defining by Robi.

"Robi go rural" means Robi is focusing the rural market of our country for expanding the

existing business. Robi has already entered into rural market but its market expansion in the rural

areas is not that much high comparing to the other competitors like GP and Banglalink. So this

year (2014) Robi is extremely determined to broaden its market in rural areas to become the

market leader among the telecom brands of our country. Robi believes that most of the people of

our country live in rural areas and these majority population need decent as well as cost effective

telecommunication system and that's why Robi is launching this project (Robi go rural) and are

trying to implement this as soon as possible. Robi is focusing on expanding SIM pos, SC(scratch

card) pos, EL (easy load) pos in the rural areas of our country among the three categories of

Market like-Developed, Immerging and Underdeveloped market.

Through working this project I have learnt real market position of Robi in rural areas and the

12th's existing Regional markets (Define by Robi) of Robi. In this project I had to identify the

current market situation of these existing elevenths Regional areas of Robi through preparing

individual Summary sheet for these Regions, and all the primary data for preparing summary

sheet will be provided by the respective regional managers of Robi. This project will certainly

help me to understand the Market expansion strategy of a network provider company to capture

the superior position through competing with strong competitors. As I have the real desire to

work for any reputed telecom company of our country, so it will definitely help me a lot to

understand the actual market situation of a telecom brand and how it launches a project and

implement a new project properly in the market.

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EHSHAN AHMED

HHoouussee:: 442233//5555,, RRooaadd:: 0044,, MMoouubbaagghh,, SShhiimmuullttuullii,, GGaazziippuurr SSaaddaarr,,

GGaazziippuurr

CCeellll:: ++8888 0011992277660022115566 EE--mmaaiill:: eehhsshhaannaaiiuubb@@yyaahhoooo..ccoomm

Career Objectives:

Providing opportunity to make a strong contribution by utilizing and expanding upon related education,

skills, experiences and capabilities, and to take up challenging assignments where I can contribute to the

organizational growth.

Education:

Curricular Activities:

Junior member of JCI- Dhaka Central.

Senior member of Equilibrium club (AIUB).

Group member of AIUB-Business Club.

Member of Business Building Group (Through LinkedIn).

Name of Examination Passing

Year

Board University/ institute Results

Bachelor of Business Administration (BBA), Major is Marketing.

2014

AIUB

American International University-Bangladesh (AIUB)

CGPA- 3.72 (out of 4)

Higher Secondary Certificate(H.S.C) in Commerce Group

2009 Dhaka Board

Gazipur Cantonment Board College

GPA- 4.70

Secondary School Certificate(S.S.C) in Commerce Group

2007 Dhaka Board

B.O.F High School GPA-4.75

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Interests:

Praying, Watching Movies, Photogrphy, Traveling, Playing Cricket, Creating new ideas & innovation,

Social services etc.

Language Proficiency

Computer Skill:

Programming Language : Microsoft Word, MS excel, MS PowerPoint

Operating System : Windows 2007/ 8 / 8.1

Application Software : Microsoft Office

Other : Internet Browsing, Website knowledge etc.

Experiences:

“INTERNSHIP (Completed)”

Department- Segmentation & Market Development

Team member for “Robi Go Rural Project”

Robi Axiata Ltd.

References:

Md. Didarul Hassan Siddique Md. Tanvir Rayihan

GM, Distribution Development Specialist, Distribution Development

Segmentation & Market Development Segmentation & Market Development

Cell: +8801819210628 Cell: +8801833180544

Email: diddarul.siddique@robi.com.bd Email: tanvir.rayihan@robi.com.bd

Robi Axiata Ltd. Robi Axiata Ltd.

Language Reading Writing Listening Speaking

Bengali Excellence Excellence Excellence Excellence

English Excellence Excellence Excellence Excellence