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Assignment On
“A Successful Joint Venture in Bangladesh”
Prepared For:
Mr. Aftab Anwar
Asst. professor
Department of Business Administrator
Leading University Bangladesh
Prepared By:
We Sincerely Yours
Executive Summary
A joint venture involves two or more businesses pooling their resources and expertise to
achieve a particular goal. The risks and rewards of the enterprise are also shared. The
reasons behind forming a joint venture include business expansion, development of new
products or moving into new markets, particularly overseas.
The business may have strong potential for growth and you may have innovative ideas
and products. However, a joint venture has many facilities such as: more resources,
greater capacity, increased technical expertise, access to established markets and
distribution channels.
This assignment provides information about a successful joint venture business
organization in Bangladesh – GrameenPhone.
1. Introduction
GrameenPhone (GP) is a successful and the most popular joint venture in Bangladesh.
However, this assignment is prepared to present the information about GP regarding how
it has started its business in Bangladesh and many other aspects. GP is not the first but the
top ranked telecom service provider in Bangladesh. In this assignment there is also an
attempt to give an overview on the total telecom industry where joint venture business is
available.
3. Data collection
The study was mainly done through considering secondary sources. Secondary data were
collected for the study. The data were gathered from journals, annual reports, websites
and etc.
4. Limitations
There are some limitations of the study which are given below:
All the data were collected from the secondary sources. If a field work was made
for this assignment it would have been much better.
Lake of previous knowledge on joint ventures.
The dictionary defines ‘Joint Venture’ as: “A joint venture (often abbreviated JV) is a
legal entity formed between two or more parties to undertake economic activity together.
The parties agree to create a new entity by both contributing equity, and they then share
in the revenues, expenses, and control of the enterprise.
The joint venture is an idea as old as time. The cavemen most likely figured out that buy
pooling their efforts they could more easily feed and clothe themselves. By pooling
talents and resources so much more can be accomplished than any one individual or
company could accomplish alone. That’s why so many individuals and companies enter
into joint venture agreements. Joint ventures are the stuff that fortunes are made of.
Moreover, a joint venture is the long-term commitment of funds, facilities and services
by two or more legally separate interests, to a combined enterprise for their mutual
benefits.
Bangladesh as a market is attractive to the firm interested in joint venture for the
following reasons:
Bangladesh has homogeneous society.
Bangladesh has stable economic and political order.
Government policies on foreign investment are liberal, supportive and focused.
Cost of doing business in Bangladesh is competitive.
Investment is protected by law.
Bilateral agreements with several countries for avoidance of double taxation.
Duty free import of capital machinery for export oriented industry
Incentive package for the foreign investors is lucrative and transparent.
GrameenPhone is the market leader of this industry. The major competitors of GP are
Banglalink, Aktel, CityCell, Warid and Teletalk. However, it is important to know about
the telecom industry of Bangladesh for knowing better about the GP, a successful joint
venture in this industry.
Let’s take a snapshot on the telecom industry of Bangladesh from its birth till now.
Bangladesh’s gross domestic product (GDP) contributed almost $650 million by the cell
phone industries and created nearly 250,000 jobs in the country. A recent study by the
international firm Ovum showed that most of the jobs in telecom industries paid
significantly higher than that of average job in the country.
The Bangladesh Telegraph and Telephone (T&T) Department was created under the
Ministry of Posts & Telecommunications after the independence of Bangladesh in 1971
to run the telecommunication services on a commercial basis. In 1976, Bangladesh T&T
Department was converted into a corporate body. On 24th February 1976 the department
was restructured into Bangladesh Telephone and Telegraph Board (BTTB). Very
recently, on 1st July 2008, BTTB changed to Bangladesh Telecommunications Company
Limited (BTCL).
The Bangladesh government will initially own all shares of BTCL but shares will be
available for public within one year. In 1989, Bangladesh Telecom Limited (BTL)
obtained the license as the first company of the country to operate cellular, paging, and
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8. History of Establishment
9. Situation Analysis
In this part we analyze the internal and the external situation of GP.
The 3 main features of this brand is Music, Messaging and friends. Recently the brand
was refreshed with a new brand message “Break Free”.
And there is only one package under postpaid plan.
Xplore (nationwide and international mobile and landline connectivity): Xplore is
the only postpaid package in the Grameenphone’s product line. It is generally designed to
satisfy the needs of a busy person’s life. The person can be an executive, a doctor or in
any profession. The message of the package is by gaining the access of unlimited
information and entertainment. It sets a person free from his/her busy life. The features of
the package are attractive startup offer, low flat tariff, flexible credit policy, thank you
bonus, and other value added services.
Grameenphone Business Solution: This is a GP service directed to B2B customers of
the Grameenphone. Business Solutions is a complete, quality business communications
service from Grameenphone – designed especially for the business community in
Bangladesh. Grameenphone Business Solutions team is dedicated to provide help B2B
customers with customized telecommunications solutions through consultation with
them.
Value added services: Grameenphone also offers different value-added services
including SMS, MMS, Welcome Tunes (Ring back Tones), Voice SMS, SMS Push-Pull
Service, Voice Mail Service (VMS), and Fax and Data among others. Grameenphone was
the first mobile operator in Bangladesh to offer EDGE services to its subscribers.
Financial: GrameenPhone celebrated the year 2007 as year of consolidation and growth
and reinforcing its position as a market leader. It gained robust revenue with a growth of
18.6 percent with a staggering amount of BDT54.3 billion at the end of the year. In that
year GrameenPhone made BDT35.8 billion fresh investment in further increasing its
network coverage capacity. The cumulative investment reached BTD111.5 billion at the
end of the year. GrameenPhone has been the largest corporate tax payer of the country for
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three consecutive years. All this information proves that GrameenPhone is a self-
sufficient, financially strong corporation that is successfully running all its businesses and
generating fuel for further expansion.
Human Resource: GrameenPhone attributes its continuous success over past years
largely on its dedicated, professionally competent team people working for the
company. GrameenPhone’s philosophy is investing in human capital and empowerment
in order to obtain greater productivity. That is why it has always paid attention on
continuous training and developing its employees’ competence and leadership quality. A
performance driven corporate culture along with ample opportunity for career growth has
made GrameenPhone a popular employer in Bangladeshi job market.
Technological ability: GrameenPhone has the largest network with the widest coverage
in the country. The GP network now covers over 98 percent of the population and over
87 percent of the land area with the remaining areas mostly falling under the Sundarbans
and the Chittagong Hill Tract areas where mobile phone coverage is not allowed. The
company invested more than BDT 35.8 billion in 2007 primarily to further expand the
coverage and increase the capacity of its network. A record 4181 new base stations were
put into operation around the country during the year, crossing the 10,000 base station
milestone in the process. In addition, the entire Grameenphone network is EDGE/GPRS
enabled, allowing its customers to access high-speed Internet from anywhere within the
coverage area.
government has banned the companies from offering free calls especially after midnight.
These facts play important role in Djuice’s operation as well.
Culture: Recently, due to globalization and influence of western culture, our young
generation is becoming more funky and westernized in every aspect of their behavior.
That’s why they are using mobile phones more and more. They prefer products that
resemble uniqueness, so they are getting interested about SIM card services that are fully
designed and created according to their need. Not only the youth but other age people are
also getting used to mobile phones. This cultural change is playing a significant role in
telecommunication business.
Demography: Demographic factors like age, sex, income etc. are very key issues in
influencing consumer behavior regarding mobile phone service. Usually, the younger
generation people are more prompt in using mobile phones than the elders, whereas male
are more prone to have mobile phones than females. In addition, Income has a big impact
on mobile phone use as people with higher income are more inclined to use phones rather
than the lower income people.
10.1 Success
The Village Phone initiative was given the "GSM in the Community" award at the global
GSM Congress held in Cannes, France in February 2000. GrameenPhone was also
adjudged the Best Joint Venture Enterprise of the Year at the Bangladesh Business
Awards in 2002. GrameenPhone was presented with the GSM Association's Global
Mobile Award for ‘Best use of Mobile for Social and Economic Development' at the
3GSM World Congress held in Singapore, in October 2006, for its Community
Information Center (CIC) project and for its Health Line Service project at the 3GSM
World Congress held in Barcelona, Spain, in February 2007.
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10.2 Failure
GrameenPhone didn’t face any substantial failure in Bangladesh. But to some extend it
has hampered its goodwill by involving itself in illegal VOIP operations.
In our study we observe that the widespread perception that it is not economical to serve
“marginal customers” - the poor, is a myth. We found that a huge amount of the revenues
of Bangladesh’s Grameen Phone come from a group who are not the most affluent; they
are village phone ladies.
Muhammad Yunus, the founder of Grameen Bank, has said: “The quickest way to get out
of poverty right now is to have one mobile phone, and you will see how quickly she is
changing her life. Come back in two years and you will not recognize what she was
before”.
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The Village Phone program covers 45 per cent of the country’s population in around 50
per cent of the villages in Bangladesh, as at June 2005. The advantage of this approach
moreover, is that one phone provides access to multiple users; Grameen Phone earns 16
per cent of its revenue from these Village Phones, which make up only 4 per cent of the
total connections.
13. Recommendations
After discussing the success of GP as a joint venture in Bangladesh we recommend the
followings:
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1. The government should encourage joint venture business as it creates employment for
the local people.
2. There should be an emphasis on technology based joint venture business as it will play
an important role in making “Digital Bangladesh”.
3. There should be some steps to make ‘Bangladesh’ a brand for joint venture friendly
environment.
4. There should be a time clicking, suitable act for doing joint business in Bangladesh.
14. Conclusion
As a joint venture company, GrameenPhone live by the statement "Development is a
journey, not a destination." GrameenPhone’s work is not just about ensuring
connectivity; it is about connecting with people and building relationships, based on trust,
with the subscribers, business partners, employees, shareholders, as well as the wider
community. GrameenPhone’s relationship with Bangladesh is built on a partnership
which strives to achieve common economic and social goals.
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Bibliography
1. http://en.wikipedia.org/wiki/Grameenphone
2. http://en.wikipedia.org/wiki/Joint_venture
3. www.grameenphone.com/
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