Revised Organizational Part UIU
-
Upload
neo-dcosta -
Category
Documents
-
view
220 -
download
0
description
Transcript of Revised Organizational Part UIU
Job satisfaction of the employees of GREY Advertising Bangladesh Ltd.
Chapter One
(Introductory Part)
1 DhakaGerald Neo Dorus D’CostaID # 2013110004007
Job satisfaction of the employees of GREY Advertising Bangladesh Ltd.
1.1 Introduction
GREY Advertising Bangladesh Ltd is one of the leading advertising firms in the country. It started
in 1996 as the 1st multinational agency of the country. With an almost 100 member team, GREY
today is not only the best creative hub but also 2nd in terms of revenue with a BDT 700 million
billing and is leading the industry in all the service areas in the business. In additional work done
for its local as well as multinational corporate has won innumerable local and international
Awards and accolades, GABL is a member of Grey Group owned by WPP.
1.2 Origin of the report
This report is based on the Internship program in Grey Advertising Bangladesh Ltd. at
Operation and Marketing Services department, as a partial requirement of the PGDHRM
program. It’s a nine credit course to complete the PGD program at the United nternational
University. This report has been prepared under the direct supervision of
Mohammad Mashequr Rahman Khan.
1.3 Objective of the study
1.3.1Broad Objective:
2 DhakaGerald Neo Dorus D’CostaID # 2013110004007
Job satisfaction of the employees of GREY Advertising Bangladesh Ltd.
To depict a clear picture of activities of an advertising agency from the perspective of GREY
Advertising Bangladesh Ltd.
1.3.2 Specific Objective:
To understand the employee satisfaction
How efficient the employees are to provide quality of service to theirclients.
To find out the problems facing by various departments during executing their works.
1.4 Methodology
Here, this report is conducted by using both primary and secondary data. As primary data is
data collected from first-hand experience and secondary data is data published or analyzed
before in somewhere else. Primary data is collected through working in and being attached
with various activities of the organization. On the other hand, secondary data collected through
company archive, credentials and various documents.
1.4.1 Sampling Plan
Population: Total number of employee (100).
Element: Only those who are working in GREY.
Time: Three Months.
1.4.2 Sample size
A total of 50 people had been selected randomly. The population has been defined both male
and female.
3 DhakaGerald Neo Dorus D’CostaID # 2013110004007
Job satisfaction of the employees of GREY Advertising Bangladesh Ltd.
1.4.3 Sample technique
I have used Liker scale to get the response from the employees .I would like to know whether
respondents’ are Very Disagree (1), Disagree (2), Neither Agree or Disagree (3), Agree (4),
VeryAgree (5), with each statement.
1.5 Data sources
While I was conducting the study I have collected various types of primary and secondary data.
Data has been collected through different sources like by taking interviews the responsible.
1.5.1 Primary Sources
Face to face conversation with the employees
Personal observation
1.5.2 Secondary Sources
Majority of the secondary data was obtained from the several Department of GREY Advertising
Bangladesh Limited Annual reports and their credentials, their officials’ web sites, reports done
on the agency sectors and information obtained from the Internet, augmented this report to
take a comprehensive shape.
4 DhakaGerald Neo Dorus D’CostaID # 2013110004007
Job satisfaction of the employees of GREY Advertising Bangladesh Ltd.
1.6 Scope of the study
In this report, the main concern is how GREY Advertising Bangladesh Ltd. Works for a client.
Working process of other agencies are not concern matter for this report. As GREY Advertising
is one of the leading advertising agency in Bangladesh now a day’s thus this report will help to
understand the whole process of advertising in Bangladesh and their operation & marketing
services. And also will give some useful knowledge about current advertising scenario. Here,
detailed work process of creative department and media department are not discussed. As this
study tried to make management process clear thus operation and marketing services is mainly
focused.
1.7 Limitation
Information at the organization is confidential; the management of the organization was
unwilling to provide all information required to carry out the study.
Less access to all type of information of the organization.
Lack of relevant knowledge.
The respondents sometimes may not be agreeable in providing accurate statistics
andinformation.
5 DhakaGerald Neo Dorus D’CostaID # 2013110004007
Job satisfaction of the employees of GREY Advertising Bangladesh Ltd.
Chapter two
(Organization Part)
6 DhakaGerald Neo Dorus D’CostaID # 2013110004007
Job satisfaction of the employees of GREY Advertising Bangladesh Ltd.
2.1 History of GREY Group
GREY is a part of the GREY Group, a company that has been serving the people for 91 years.
GREY Global Group operates branded independent business units in many communications
disciplines including: advertising, direct marketing, public relations, public affairs, brand
development, customer relationship management, sales promotion, interactive marketing —
through its subsidiaries: GREY, G2, GHG, GCI Group, Mediacom Worldwide, Alliance, GWHIZ,
and WINGLATINO. The core business of advertising falls under GREY and G2. GREY, previously
known as GREY Advertising and also as GREY Worldwide, has been renamed GREY in 2007 and
is the mainstream advertising wing of the Group.
GREY group started operation in 1917 as a one-client, one room agency In New York. Over the
years it has evolved to become one of the best known marketing communications brands in the
world and currently has a network of 432 offices in 96 countries.
Today GREY is proud to have global clients such as: BellSouth (2001), Cendant Corporation
(1993), ConAgra Inc. (1991), Darden Restaurants/ Olive Garden (1984), Diageo (1979), Forest
Laboratories (1992), GlaxoSmithKline (1955), Hasbro (1972), International Dairy Queen (1997),
Janssen Pharmaceutical (1993), J. P. Morgan Chase (1990), Lilly (1997), Merck (1991), Nokia
(1986), Novartis (1985), Pharmacia (1998), Procter & Gamble(1956), Volkswagen - Audi Group
(1998), Warner Bros. (1977), and Wyeth (1995).
7 DhakaGerald Neo Dorus D’CostaID # 2013110004007
Job satisfaction of the employees of GREY Advertising Bangladesh Ltd.
2.2 Global Identity
2.2.1 Vision
To be a great global integrated Communication Company creating and enhancing brand value
for the clients.
2.2.2 Mission
We will create leading brand ideas: ideas that create resonance in people’s hearts and minds
and create brand preference.
2.2.3 Culture
We are a collaborative community of intellect and talent and our currency is ideas. We thrive
on imagination, passion and leadership.
8 DhakaGerald Neo Dorus D’CostaID # 2013110004007
Job satisfaction of the employees of GREY Advertising Bangladesh Ltd.
2.3 Client’s problem
At first client communicates and fixes a meeting with the GREY officials and they express their
problems and the type of remedy (if they have an). In the long years of doing business the
common problems GREY hear from the clients are:
Sales in getting low
Arrival of new competitor
Launch of new brand
Market rumor etc
The agency needs to understand the clients business and have a good knowledge of the
dynamics of the market in which the client operates. Equally, the agency should also be aware
of the motivations and decision-making processes of end consumers. A new product or service,
new situation or changing market condition may provide the starting point for a new role to be
performed by advertising, direct marketing, personal selling, sales promotion, event
sponsorship, or internet marketing.
2.4 Advertising Process
Planning
Media planning
Creation of the ad
Ad testing
Producing the ad
9 DhakaGerald Neo Dorus D’CostaID # 2013110004007
Job satisfaction of the employees of GREY Advertising Bangladesh Ltd.
2.5 Reason for choosing ad agency
There are several reasonswhy a business hires an ad agency for solving marketing problems and
branding/promotion. Basically companies hire ad agency for creative and better work as
agencies have professional’s personnel in this sector. Companies actually expect creative
solution, outside expertise, trustworthy relationship, and long term strategic focus, extension of
marketing capabilities and better coordination of activities from agencies. Moreover companies
try to save time regarding media coverage of their business by hiring advertising agencies.
2.6 When GREY works for a client
There are certain conditions that are prerequisite that GREY will be working for the
organization.
Some of them are:
If the product line is not conflicting to the lines already handled by GREY.
Good quality of the product
Availability of funds for researching
Market position of the product has to be possible to be developed
Creative and working freedom
Trust and partnering
2.7 GREY details: GREY Worldwide
10 DhakaGerald Neo Dorus D’CostaID # 2013110004007
Job satisfaction of the employees of GREY Advertising Bangladesh Ltd.
GREY Advertising Bangladesh Ltd. Is a GREY Global Group Inc. company. A brief overview of the
parent company thus requires a brief introduction. A fortune 500 company of the year 2004,
GREY Global is the second largest marketing & advertising company with the following concerns
under its belt:
GREY Worldwide – Mass Advertising.
Mediacom – Media Buying and Planning.
Grey Direct – Direct Marketing.
GCI – Public Relation.
Grey Health care Group – Health Care Marketing.
G2 – Brand Identity & Promotion.
Grey Interactive – Interactive Communication.
J. Brown/LMC Group – Co Marketing / Local Marketing.
Beyond Interactive – Interactive Communication.
G-Whiz Entertainment – Youth & Entertainment marketing.
Grey Alliance – Entertainment Partnership.
Wing Latino Group – Hispanic Marketing.
Grey Direct Marketing – Multimedia Communication.
Ericson Fina – Beauty, Fashion and Image.
11 DhakaGerald Neo Dorus D’CostaID # 2013110004007
Job satisfaction of the employees of GREY Advertising Bangladesh Ltd.
2.8 Our Global Resources: A Rich Total Communications Company
Fig 1: Global Resources of GREY
2.10 Our Asia Pacific Network
12 DhakaGerald Neo Dorus D’CostaID # 2013110004007
Job satisfaction of the employees of GREY Advertising Bangladesh Ltd.
28 Offices, 28 Cities, 17 Countries
2.12 GREY ADVERTISING BANGLADESH LIMITED (GABL)
The first joint venture international full service advertising agency to set up in Bangladesh,
GABL is today the largest stand alone agency in Bangladesh with billing of USD 6 million in 2006.
13 DhakaGerald Neo Dorus D’CostaID # 2013110004007
Job satisfaction of the employees of GREY Advertising Bangladesh Ltd.
GABL is a market leader with a dynamic team of young and talented professionals and has won
an unprecedented 4 years in a row (2003-2007) the Agency of the year Award, at the
SrijanSamman Awards for all Bengali advertising work done in India and Bangladesh. In
additional work done for its local as well as multinational corporate has won innumerable local
and international Awards and accolades. GABL is a member of the Grey Group owned by WPP.
Grey Advertising is one of the newest ad agencies as well. Standard only in 1996, Grey has been
able to strengthen its market passion strongly because of its multinational experience and
“Global” approach to business. A Grey Global Group Inc, USA company, Grey has one of the
most exquisite portfolios in the country.
2.12.1 The major clients are
Grameen Phone
ProthomAlo
GMG Airlines
Procter & Gamble (P&G)
GlaxoSmithkline (GSK) Vaccination
GSK Consumer Health Care
Abul Khair Group
Philips Lighting
Akiz Group
Novartis
Gallery Apex
Pacific motors
14 DhakaGerald Neo Dorus D’CostaID # 2013110004007
Job satisfaction of the employees of GREY Advertising Bangladesh Ltd.
Shark Energy Drink
Igloo
2.13 Vision
To be established as the most effectively creative marketing service provider in Bangladesh
# Would continue adding more creative values to their regular clientele
#Core focus would be creating their own marks in the market both local & global
What makes us believe in us!
# In 2009 and 2010; most of their activities have created a new benchmark in the industry
which
has created huge talking point.
# This year; they want to set new ones
2.14 Services
Advertising
Brand development
Branding and design
15 DhakaGerald Neo Dorus D’CostaID # 2013110004007
Job satisfaction of the employees of GREY Advertising Bangladesh Ltd.
Retail solutions
Database management
Outdoor management
Healthcare products management
Specialized event management and solutions
2.15 Management Style
GREY as an advertising firm is a strict believer in discipline, both financial personal and strategic
thinking. The focus is always to create greater value for the client and to break established
communication norms only to create new trends.
Both the above focus requires a participatory style of management where every employee is
not only given responsibilities but also the authority to execute the responsibilities in the best
possible way.. Every member and the leaders of the functional groups are accountable to the
group for decisions taken.
Every team starts with an Executive who is supervised by a Manager, who in turn reports to a
Director. This lean structure is maintained in every department starting from servicing to
creative. This helps in delegation, managing personal KPI and maintaining the participatory form
of management. Directly supervising the Directors are two General Managers who also act as
the Country Heads. One General Manager is responsible for Strategy, Creative and Client
Relations, while the other General Manager is responsible for Finance and Administration.
The Management Team
2.16 Stakeholders
16 DhakaGerald Neo Dorus D’CostaID # 2013110004007
Job satisfaction of the employees of GREY Advertising Bangladesh Ltd.
The local partners of GREY, Mr. MonzurElahi and Mr.NasimMonzur hold 40% equity of the
company while GREY holds the rest 60%. All operational decisions are taken by GREY, though
the Chairman, Mr.MonzurElahi, is consulted for major business decisions.
The other stakeholders of the company – employees, suppliers, media houses and clients – act
as significant influencers in its operational structure and decision making process. SOPs, rates,
deliverables, deadlines, and operational & management tools are set only after consultation
with and agreement of all 4 parties.
All stakeholders in turn also take responsibility of building and upholding the company image.
Functional groups, from employees, are chosen to take leadership roles in managing the
Company Image and Culture. These groups are assigned in specific areas such as Knowledge
Leadership, Culture Leadership, and Image Leadership. These groups undertake responsibilities
of publications, corporate activities, training and education and company participation in all
relevant fields. It is also ensured that suppliers, media houses and clients act as close support
teams in holding up and enhancing the company image by sticking to the GREY brand guidelines
and principles.
17 DhakaGerald Neo Dorus D’CostaID # 2013110004007
Job satisfaction of the employees of GREY Advertising Bangladesh Ltd.
Fig. 02: Brand building Style of GREY.
18 DhakaGerald Neo Dorus D’CostaID # 2013110004007
Job satisfaction of the employees of GREY Advertising Bangladesh Ltd.
2.17 Brand Building & Management
A 20 member team divided among 7 groups looks after both the servicing and planning of the
brands. This team act not only as the business and profit centers but also as brand architects
within the institution. Armed with tools like Brand Acceleration Model. GREY not only helps in
creating and managing brands but also provides a wide range of solutions for a seamless and
integrated marketing planning that covers not only advertising but also public relations (PR)
initiatives, Customer Relationship Management (CRM) related activities, direct marketing and
various ground level activation programs.
2.18 Market Research
Depending on the necessity of the project and the planning, GREY conducts in depth research
and survey. If needed, it ties up with third party marketing agencies for long term research,
retail audits and studying behaviors of respective target audiences. In-house Focus Group
Discussions (FGD) is also frequently used for planning purpose. GREY Dhaka also conducts
independent qualitative and quantitative studies to contribute solely to the better
understanding of the consumers. These studies act not only as local resources but also as
regional resources (Eye on Asia). This is usually, but not only, the responsibilities of the Brand
Team.
2.19 Media Planning and Buying
With a 12 member team GREY provides solutions to its clients regarding what should be the
media strategy of a particular campaign across different medium which includes print, TV, radio
and outdoor. With both viewership and monitoring data collected from 3rd parties like SERIUS,
GREY Media ensures not only the most effective and efficient planning but also the most
19 DhakaGerald Neo Dorus D’CostaID # 2013110004007
Job satisfaction of the employees of GREY Advertising Bangladesh Ltd.
transparent feedback and monitoring format. GREY is one of the first agencies to undertake
initiatives to put interactive media or online media as part of the conventional and day-to-day
media planning and buying.
2.20 Event ManagementFrom arranging product launching to press conference, GREY has earned reputation of
producing events at amazingly low lead time and within budget. Such control over event
management are not limited to events happening in Dhaka only but also across different
regions of the country. GREY’s arranged event “Mobile Fair” for AKTEL in seven different
locations in the country has earned much appreciation from the client.
2.21 Design & Creative Solutions
With a young team of 16 members, GREY today can boast to be the most creative agency of the
country with the highest number of known creative minds working together as a single Creative
Team. This team is not restricted to churning out the best designs and copy for the usual print
and electronic media but extend into almost any area of creative thinking, ranging from TV &
radio program creation to photography to publications to film making to interactive content
development, like website design, hosting, e-learning programs etc.
2.22 Production
20 DhakaGerald Neo Dorus D’CostaID # 2013110004007
Job satisfaction of the employees of GREY Advertising Bangladesh Ltd.
Strategic alliance with a number of producers ranging from innovative outdoor materials
production to conventional print production, GREY has the capacity to provide all kinds of
solutions that are not limited to traditional production, but also for customized production of
gift items. GREY’s production capabilities are also extended in the production of television
commercials and photography, which has already been praised among the industry’s leading
critics. GREY in fact can boast for having one of the lowest turnaround times in the industry
when it comes to delivering quality production jobs ]
21 DhakaGerald Neo Dorus D’CostaID # 2013110004007
Job satisfaction of the employees of GREY Advertising Bangladesh Ltd.
2.24 Organizational Structure
Fig.03 - Organizational Structure
22 DhakaGerald Neo Dorus D’CostaID # 2013110004007
Job satisfaction of the employees of GREY Advertising Bangladesh Ltd.
2.25 Management Hierarchy of Servicing Team
Fig. 04 - Hierarchy of Servicing Team
GREY Advertising Bangladesh Ltd. Offers’ a huge range of services regarding branding and
promotion basically including 360 degree campaign and event and activation management. To
be specific major service areas of GABL are given below-
Concept development
Print ad
Press ad
Outdoor ad (billboard, bus branding, store branding, van branding)
Broadcasting ad (TVC, RDC)
Publication design (brochure, annual report)
Event management
23 DhakaGerald Neo Dorus D’CostaID # 2013110004007
Job satisfaction of the employees of GREY Advertising Bangladesh Ltd.
Media planning and execution
2.26 Management Hierarchy of Media Team
Fig. 05 - Hierarchy of Media Team
The media section method is a little bit hard-hitting here in Bangladesh. In case of TV
broadcasting media, the important factors considering by the GREY are:
Coverage of the network (BTV has the highest coverage)
Type of product (some products cannot be advertised in national TV before 10)
Cost
TRP rating (In case of relationship, agencies follow a rating called television rating
point, TRP.)
In case of print media selection, the important factors are
Type of the newspaper or Magazine
Circulation
24 DhakaGerald Neo Dorus D’CostaID # 2013110004007
Job satisfaction of the employees of GREY Advertising Bangladesh Ltd.
Cost
GABL media dept. has few members who work so hard to give good media coverage of the
clients business. This department is led by chief media manager.
2.27 Management Hierarchy of Creative Team
Fig. 06 - Hierarchy of Creative Team
This is the engine of organization because it is them who make GREY popular and effective to
the clients. They perform certain acts. Some of them are given below.
Developing theme for a TV commercial
Developing headlines, sub headlines and body message for an advertisement tobe
printed on papers.
25 DhakaGerald Neo Dorus D’CostaID # 2013110004007
Job satisfaction of the employees of GREY Advertising Bangladesh Ltd.
Designing the look of the artists in a commercials
Visualizing the idea
Preparing jingles
Finalizing layout etc.
2.28 Management Hierarchy of Admin Team
Fig. 07 - Hierarchy of Admin Team
2.28.1 Finance& IT department
The finance dept.and IT dept. of GREY functions like finance& IT department from any other
business organization. There are six members in finance and two members in IT department.
2.28.2 HR department
This dept. helps to find out the best people, who can suit with this organization. This
department also motivates the employees in various ways.
Recruiting new employees are their concern
Training and development of the interns are going in a good way is also their concern.
26 DhakaGerald Neo Dorus D’CostaID # 2013110004007
Job satisfaction of the employees of GREY Advertising Bangladesh Ltd.
Compensation, employee benefit, leave and service rules program.
Placement and performance appraisal of employees
Preparing rated sports
Reporting the Executive committee/Board on related matters.
2.29 Management Hierarchy of Events & Activation Team
Fig.08 - Hierarchy of Events & Activation Team
From arranging product launching to press conference, GREY has earned reputation of
producing events at amazingly low lead time and within budget. Such control over event
27 DhakaGerald Neo Dorus D’CostaID # 2013110004007
Job satisfaction of the employees of GREY Advertising Bangladesh Ltd.
management are not limited to events happening in Dhaka only but also across different
regions of the country. GREY’s arranged event “Mobile Fair” for AKTEL in seven different
locations in the country has earned much appreciation from the client. Grey also arrange
district wise event. Recently they arrange, launch and organized the event, name
“OdommoChottogram”. And they also able to launch a product and activation at a time in
whole country.
Chapter Three:
(Actual Task Part)
28 DhakaGerald Neo Dorus D’CostaID # 2013110004007
Job satisfaction of the employees of GREY Advertising Bangladesh Ltd.
From arranging product launching to press conference, GREY has earned reputation of
producing events at amazingly low lead time and within budget. Such control over event
management are not limited to events happening in Dhaka only but also across different
regions of the country.
29 DhakaGerald Neo Dorus D’CostaID # 2013110004007
Job satisfaction of the employees of GREY Advertising Bangladesh Ltd.
Fig. 09 – GREY: Services
3.1 GREY Marketing Services
3.1.1 Branding and Design
An effective brand strategy gives Grey a major edge in increasingly competitive
markets. Strategic branding leads to a strong brand equity, which means the added value
30 DhakaGerald Neo Dorus D’CostaID # 2013110004007
Job satisfaction of the employees of GREY Advertising Bangladesh Ltd.
brought GREY’s products or services that allows client to charge more for your brand than what
identical, unbranded products command.
3.1.2 Direct marketing
It’sa channel-agnostic form of advertising that allows GREY businesses and nonprofits to
communicate straight to the customer, with advertising techniques such as mobile messaging,
email, interactive consumer websites, online display ads, fliers, catalog distribution,
promotional letters, and outdoor advertising.
3.1.3 Interactive Marketing
GREY allows customers and prospects to participate in the process of building a brand's image
in a certain market or target group's minds. Thanks to the consumer's ability to "interrupt" a
brand's communications and to complement or modify its messages to fit his or her perception.
3.1.4 Promotional Marketing
There are different ways to promote a product in different areas of media. GREY use internet
advertisement, special events, endorsements, and newspapers to advertise their product. Many
times with the purchase of a product there is an incentive like discounts, free items, or a
contest. This is to increase the sales of a given product.
3.1.5 Trade Marketing
Basic method of trade marketing is focusing on sales fundamentals, such as Distribution,
Display, Promotion and Price. With data and knowledge of sales fundamentals, trade marketing
31 DhakaGerald Neo Dorus D’CostaID # 2013110004007
Job satisfaction of the employees of GREY Advertising Bangladesh Ltd.
develops market strategy aligned with brand strategy. In order to deliver sales volume and
value, trade marketing support sales forces with well-designed fundamental enhancement
plans.
.
3.1.6 Shopper Marketing
Shopper marketing may be included in trade marketing, therefore the shopper being another
target for trade marketing managers, while it can also be considered as a separate discipline.
Some of the activities to increase demand at shopper level include setting the right panorama,
price announcements such as inserts, use of pop materials.
32 DhakaGerald Neo Dorus D’CostaID # 2013110004007
Job satisfaction of the employees of GREY Advertising Bangladesh Ltd.
Chapter Four
(Research Part)
4.1 Research Findings & Elaboration
4.1.1 Hypothesis Development:
1 . My company is one of the best companies to work for.
33 DhakaGerald Neo Dorus D’CostaID # 2013110004007
Job satisfaction of the employees of GREY Advertising Bangladesh Ltd.
2. My company treats me well.
3. I am proud to tell people I work for this company
4. Considering everything, I am satisfied working for my company at the present time.
5. I am satisfied with my job and the kind of work I do.
6. My job are challenging and interesting.
7. I understand what is expected of me in my work.
8. I am satisfied with my working conditions.
9. I am satisfied with the job opportunities in the company.
11. I was given enough feedback on my performance.
10. Promotion goes to those who most deserve it.
12. I am satisfied with the opportunities for training.
13. My manager takes prompt and fair corrective action on employees who fail to perform their
work satisfactorily.
14. My manager gives me clear instructions
15. My manager is available when I need advice
4.1.2 Hypothesis Testing:H1 H2 H3 H4 H5 H6 H7 H8 H9 H
10
H
11
H
12
H
13
H
14
H
15
34 DhakaGerald Neo Dorus D’CostaID # 2013110004007
Job satisfaction of the employees of GREY Advertising Bangladesh Ltd.
1-very
disagre
7 3 4 3 11 2 4 9 7 11 1 20 15 10 7
2 –
disagree
3 8 6 7 4 8 7 11 4 9 4 5 10 9 6
3 –
neutral
6 7 7 5 10 5 10 14 10 5 5 5 10 2 10
4 – agree 25 24 20 30 15 25
10
6 19 20 20 10 10 21 20
5 – very
agree
9 8 13 5 10 10 19 10 10 5 20 10 5 8 7
Total 176 176 183 177 182 183 183 127 171 149 204 135 130 158 200
Average 3.25 3.52 3.66 3.54 3.64 3.66 3.66 2.54 3.42 2.98 4.08 2.7 2.6 3.16 4
Standar
d
Deviatio
n
1.34 1.11 1.65 1.04 1.58 1.09 1.32 1.42 1.28 1.36 0.99 1.60 1.35 1.41 1.44
Z-test
value
3.9
6
3.7
7
5.0
4
7.4
2
13.9
0
7.53 17.7
0
0.2
0
5.1
1
0.25 11.2
8
0.90 0.5
2
3.47 7.5
Sources: Questionnaire Survey/ Table 02 - Hypothesis Testing
(1) HO: My company is not one of the best companies to work for.
35 DhakaGerald Neo Dorus D’CostaID # 2013110004007
Job satisfaction of the employees of GREY Advertising Bangladesh Ltd.
HA:My company is one of the best companies to work for.
Ho: µ =2.5
HA: µ>2.5
N=50
Here, =3.25
=1.34
Zca l = ( -µ)/ ( /√n) =3.96
At 5% level of significance, follows Z -distribution Z0.05 =1.645
Since Z cal> Z tab the null hypothesis is not accepted. So at 5% level of significance, it can be
said that My Company is one of the best companies to work for.
36 DhakaGerald Neo Dorus D’CostaID # 2013110004007
Job satisfaction of the employees of GREY Advertising Bangladesh Ltd.
(2)HO:My company not treats me well.
HA:My company treats me well.
Ho : µ=2.5
HA: µ>2.5
N=50
Here, =3.52
=1.11
Zca l= ( -µ)/ ( /√n) =3.77
At 5% level of significance, follows Z -distribution Z0.05 =1.645
Since Z cal> Z tab the null hypothesis is not accepted. So at 5% level of significance, it can be said that
My Company treats me well.
37 DhakaGerald Neo Dorus D’CostaID # 2013110004007
Job satisfaction of the employees of GREY Advertising Bangladesh Ltd.
(3) HO:I am proud to tell people I work for this company
HA:I am proud to tell people I work for this company
Ho : µ=2.5
HA: µ>2.5
N=50
Here, =3.66
=1.65
Zca l= ( -µ)/ ( /√n) =5.04
At 5% level of significance, follows Z -distribution Z0.05 =1.645
Since Z cal> Z tab the null hypothesis is not accepted. So at 5% level of significance, it can be said that,I
am proud to tell people I work for this company
38 DhakaGerald Neo Dorus D’CostaID # 2013110004007
Job satisfaction of the employees of GREY Advertising Bangladesh Ltd.
(4) HO:Considering everything, I am not satisfied working for my company at the present time.
HA:Considering everything, I am satisfied working for my company at the present time.
Ho : µ=2.5
HA: µ>2.5
N=50
Here, =3.54
=1.04
Zca l= ( -µ)/ ( /√n) =7.42
At 5% level of significance, follows Z -distribution Z0.05 =1.645
39 DhakaGerald Neo Dorus D’CostaID # 2013110004007
Job satisfaction of the employees of GREY Advertising Bangladesh Ltd.
Since Z cal> Z tab the null hypothesis is not accepted. So at 5% level of significance, it can be said that
considering everything, I am satisfied working for my company at the present time.
(5) HO:I am not satisfied with my job and the kind of work I do.
HA:I am satisfied with my job and the kind of work I do.
Ho : µ=2.5
HA: µ>2.5
N=50
Here, =3.64
=1.58
Zca l= ( -µ)/ ( /√n) =13.90
40 DhakaGerald Neo Dorus D’CostaID # 2013110004007
Job satisfaction of the employees of GREY Advertising Bangladesh Ltd.
At 5% level of significance, follows Z -distribution Z0.05 =1.645
Since Z cal> Z tab the null hypothesis is not accepted. So at 5% level of significance, it can be said that I
am satisfied with my job and the kind of work I do.
(6) HO:My job are not challenging and interesting.
HA:My job are challenging and interesting.
Ho : µ=2.5
HA: µ>2.5
N=50
Here =3.66
=1.08
Zca l= ( -µ)/ ( /√n) =7.53
At 5% level of significance, follows Z -distribution Z0.05 =1.645
41 DhakaGerald Neo Dorus D’CostaID # 2013110004007
Job satisfaction of the employees of GREY Advertising Bangladesh Ltd.
Since Z cal> Z tab the null hypothesis is not accepted. So at 5% level of significance, it can be said
that,my job are challenging and interesting.
(7) HO:I not understand what is expected of me in my work.
HA:I understand what is expected of me in my work.
Ho : µ=2.5
HA: µ>2.5
N=50
Here, =3.66
=1.32
Zca l= ( -µ)/ ( /√n) =17
At 5% level of significance, follows Z -distribution Z0.05 =1.645
42 DhakaGerald Neo Dorus D’CostaID # 2013110004007
Job satisfaction of the employees of GREY Advertising Bangladesh Ltd.
Since Z cal> Z tab the null hypothesis is not accepted. So at 5% level of significance, it can be said that,I
understand what is expected of me in my work.
(8) HO:I am not satisfied with my working conditions.
HA:I am satisfied with my working conditions.
Ho : µ=2.5
HA: µ>2.5
N=50
Here, =2.54
=1.42
Zca l= ( -µ)/ ( /√n) =0.20
At 5% level of significance, follows Z -distribution Z0.05 =1.645
43 DhakaGerald Neo Dorus D’CostaID # 2013110004007
Job satisfaction of the employees of GREY Advertising Bangladesh Ltd.
Since Z cal> Z tab the null hypothesis is accepted. So at 5% level of significance, it can be said that, I am
not satisfied with my working conditions.
(9) HO:I am not satisfied with the job opportunities in the company.
HA:I am satisfied with the job opportunities in the company.
Ho : µ=2.5
HA: µ>2.5
N=50
Here, =3.42
=1.28
Zca l= ( -µ)/ ( /√n) =5.11
At 5% level of significance, follows Z -distribution Z0.05 =1.645
44 DhakaGerald Neo Dorus D’CostaID # 2013110004007
Job satisfaction of the employees of GREY Advertising Bangladesh Ltd.
Since Z cal> Z tab the null hypothesis is accepted. So at 5% level of significance, it can be said that Iam
satisfied with the job opportunities in the company.
(10) HO:Promotion goes to those who are not most deserve it.
HA:Promotion goes to those who most deserve it.
Ho : µ=2.5
HA: µ>2.5
N=50
Here, =2.98
=1.36
Zca l= ( -µ)/ ( /√n) =0.25
At 5% level of significance, follows Z -distribution Z0.05 =1.645
45 DhakaGerald Neo Dorus D’CostaID # 2013110004007
Job satisfaction of the employees of GREY Advertising Bangladesh Ltd.
Since Z cal> Z tab the null hypothesis is accepted. So at 5% level of significance, it can be said that
Promotion goes to those who are not most deserve it.
(11) HO:I was not given enough feedback on my performance.
HA:I was given enough feedback on my performance.
Ho : µ=2.5
HA: µ>2.5
N=50
Here, =4.08
=0.998
Zca l= ( -µ)/ ( /√n) =11.20
At 5% level of significance, follows Z -distribution Z0.05 =1.645
46 DhakaGerald Neo Dorus D’CostaID # 2013110004007
Job satisfaction of the employees of GREY Advertising Bangladesh Ltd.
Since Z cal> Z tab the null hypothesis is not accepted. So at 5% level of significance, it can be said that I
was given enough feedback on my performance..
(12) HO: I am not satisfied with the opportunities for training.
HA : I am satisfied with the opportunities for training.
Ho : µ=2.5
HA: µ>2.5
N=50
Here, =2.70
=1.61
Zca l= ( -µ)/ ( /√n) =0.90
At 5% level of significance, follows Z -distribution Z0.05 =1.645
47 DhakaGerald Neo Dorus D’CostaID # 2013110004007
Job satisfaction of the employees of GREY Advertising Bangladesh Ltd.
Since Z cal> Z tab the null hypothesis is accepted. So at 5% level of significance, it can be said that
employee not satisfied with the opportunities for training.
(13) HO: My manager not takes prompt and fair corrective action on employees who
fail to perform their work satisfactorily.
HA: My manager takes prompt and fair corrective action on employees who fail
to perform their work satisfactorily.
Ho : µ=2.5
HA: µ>2.5
N=50
Here, =2.60
=1.35
48 DhakaGerald Neo Dorus D’CostaID # 2013110004007
Job satisfaction of the employees of GREY Advertising Bangladesh Ltd.
Zca l= ( -µ)/ ( /√n) =0.52
At 5% level of significance, follows Z -distribution Z0.05 =1.645
Since Z cal> Z tab the null hypothesis is accepted. So at 5% level of significance, it can be said that My
manager not takes prompt and fair corrective action on employees who fail to perform their work
satisfactorily.
(14) HO: My manager is not gives me clear instructions.
HA: My manager gives me clear instructions.
Ho : µ=2.5
HA: µ>2.5
N=50
Here =3.16
=1.41
Zca l= ( -µ)/ ( /√n) =3.47
49 DhakaGerald Neo Dorus D’CostaID # 2013110004007
Job satisfaction of the employees of GREY Advertising Bangladesh Ltd.
At 5% level of significance, follows Z -distribution Z0.05 =1.645
Since Z cal> Z tab the null hypothesis is not accepted. So at 5% level of significance, it can be said that
My manager gives me clear instructions.
(15) HO: My manager is not available when I need advice
HA:My manager is available when I need advice
Ho : µ=2.5
HA: µ>2.5
N=50
Here =4
=1.44
Zca l= ( -µ)/ ( /√n) =7.5
50 DhakaGerald Neo Dorus D’CostaID # 2013110004007
Job satisfaction of the employees of GREY Advertising Bangladesh Ltd.
At 5% level of significance, follows Z -distribution Z0.05 =1.645
Since Z cal> Z tab the null hypothesis is not accepted. So at 5% level of significance, it can be said that I
My manager is available when I need advice.
4.2 Findings
(1) My Company is one of the best companies to work for. 18% of the Population is strongly
agreed with that and 50% are Agree.
(2)My Company treats me well. 8% of the Population is strongly agreed with that and 48% are
Agree.
(3)I am proud to tell people I work for this company. 26% of the Population is very agreed with
that and 40% are Agree.
51 DhakaGerald Neo Dorus D’CostaID # 2013110004007
Job satisfaction of the employees of GREY Advertising Bangladesh Ltd.
(4)Considering everything, I am satisfied working for my company at the present time. 10% of
the Population is very agreed with that and 60% are Agree.
(5) I am satisfied with my job and the kind of work I do. 20% of the Population isveryagreed
with that and30% areAgree.
(6)Job in GREY is challenging and interesting.
(7) Employees are clearly understood what is expected to them in work.
(8) A large number of employees are not satisfied with their working conditions.
(9) I am satisfied with the job opportunities in the company. 20% of employees are very agreed
and 38% of employees are agreeing with this statement.
(10)A manager gives clear instructions to the employee, and also available when need advice.
4.3 Recommendation
Integrated marketing communication process have become popular among marketers at recent
times as it provides marketers the option of using different promotion tools to attract
consumers rather than using only advertising. Therefore in the present world advertising
agencies have become an important player of the communication process as they are the one
who can provide continuous support to the marketers to showcase their message to the
consumers in the most effective and affordable ways As Bangladesh is an emerging market for
advertisement industry, GREY have to take some steps to cope up with the huge competition.
Some recommendations are suggested below.
52 DhakaGerald Neo Dorus D’CostaID # 2013110004007
Job satisfaction of the employees of GREY Advertising Bangladesh Ltd.
Need to use structured project management system
My Company treats me well. 8% of the Population is strongly agreed with that and 48%
are Agree. It’s not just enough for a global company.Its must should be 90% plus.
Need to own in-house production for reducing cost
I am satisfied with the job opportunities in the company. 20% of employees are very
agreed and 38% of employees are agreeing with this statement. It’s not good enough
for GREY.Its must should be develop their job opportunities.
Need to redefined and understand the client relationship
Need to provide worth full training program
Obtain employee commitment
4.4Conclusion
It has been just 31 years of advertising. In the last decade people have learned to think
differently. Our human resource is developing very fast. They are now more learned and skilled.
It is for sure that if these people get academic lesions on advertising then they will surely
perform very well in the near future.
This study has helped me to know the in-depth of agency activities, opportunity to improve
further in engaging customers with brands, future business opportunities in the market.
Basically, an advertising agency is involved with the activity of advertising, brand development,
branding and designing, retail solution, database management, PR, specialized event
53 DhakaGerald Neo Dorus D’CostaID # 2013110004007
Job satisfaction of the employees of GREY Advertising Bangladesh Ltd.
management, and solutions. So, we have learned a lot from all these activities and we hope our
recommendation will help GREY advertising Bangladesh Ltd to enhance its internal activities,
inter-departmental close relationship which actually smooth its way to the top of advertising
industry.
References
GREY official documents and credentials (2012)
Grey Bangladesh, 2010 cases retrieved from http:// www.grey.com/bangladesh
Kotler, P. and Armstrong, G. (2002): “Principles of Marketing”, Prentice Hall, Eaglewood
Cliffs, New Jersey.
Gary Dessler&BijuVarkkey, “Human Resource Management” (Eleventh Edition), An
imprint of Pearson Edition; Delhi, Chennai, Chandigarh.
54 DhakaGerald Neo Dorus D’CostaID # 2013110004007
Job satisfaction of the employees of GREY Advertising Bangladesh Ltd.
55 DhakaGerald Neo Dorus D’CostaID # 2013110004007