Internship Report on The Effectiveness of redesign Distribution Network and customer care department of Citycell

The Internship Program is essential for the overall BBA program at the department of marketing, Faculty of Business Studies, and University of Dhaka. This report is a partial requirement of the Internship Program. Assigned by the institutional supervisor, this report is prepared for the internship committee, based on the project assigned by Channel Sales Department, Sales and Marketing Division and customer care division of Pacific Bangladesh Telecom Limited (PBTL).
1.2 Background
During the early 1990s, the telecom sector in Bangladesh was severely underdeveloped when the market was monopolized by the state-owned operator, BTTB (Bangladesh Telegraph and Telephone Board). BTTB provided only fixed-line telephony services, which was heavily skewed in the urban areas, as opposed to being available to the large percentile of the rural population. This unequal distribution of services was the basis of opportunity for the mobile operators. The granting of a paging service license to Bangladesh Telecom Authority in 1989 paved the way for mobile service in Bangladesh. Pacific Bangladesh Telecom Limited (PBTL) with CDMA technology was first granted the operating license as mobile phone operator in 1993, and was joined later by three other GSM mobile operators, namely, GrameenPhone, AkTel and Sheba (now banglalink) in 1996, 1997 and 1998 respectively. Though Pacific Bangladesh Telecom Limited (PBTL) first brought cellular service into this Subcontinent, it still has not been able to become the market leader in the telecom industry. The growth rate of the company is slow. The subscriber base might suggest the company is already in the 4th position among the 4 active mobile competitors. This might be attributed to the technology, which is not quite as popular in this part of the world. Code Division Multiple Access (CDMA) technology is the best technology for mobile communication but is perhaps a bit too advanced for this market, where people have always been quite slow technology adapters. Despite this, however, if an operator provides quality service (network, customer care, VAS), offers some attractive packages, and takes initiatives for the subscribers, it is possible to be the market leader. This is where the other mobile operators have started to work effectively at a greater extent. After the entry of banglalink (Orascom Bangladesh Telecom Limited), the telecom market has become volatile, with existing subscribers migrating vigorously due to the reduction of call rates and attractive packages. And recently Warid telecom Ltd the newest player in the industry which is owned and run by Dhabi Group of UAE has entered in the market but can’t play any significant role in the competitive market.

Some operators have been seeing their subscriber base increase exponentially while others are wistfully watching theirs decrease. In view of these, CityCell has decided to launch a customer retention plan for its loyal and dedicated subscriber base. I have therefore found it quite challenging to be involved in work from which the company can benefit. Through my survey I have tried to find out the effectiveness of the new distribution channel of CityCell. Through my findings and analyses I believe it would be easier for the company to take decisions concerning areas that require reshape or development in terms of their distribution network.

1.3 Objective
The broad and overall objective of this report is to provide an overview of my experience and learning as an internee at PBTL during the organizational attachment period so that the theoretical learning can be related with the real life business situation. This report aims to achieve the following specific objectives:

Ø To extensively describe PBTL as an organization providing cellular phone service in Bangladesh, its products and services.
Ø To identify CityCell’s achievements, the reasons behind its success, do SWOT and situational analysis.
Ø To illustrate the telecom sector of Bangladesh with facts and figures.
Ø To depict the telecommunication industry of Bangladesh; its participants; past, present and future scenario.
Ø To identify and prepare SWOT analysis for all the operators in the Bangladesh telecom sector.
Ø To analyze the previous and present distribution network of CityCell and other operators such as GrameenPhone.
Ø To evaluate the performance of the present distribution Channel through an intensive survey
Ø To evaluate the functions of the customer care division.
Ø Depict the comparison between the different operator function on the customer care sector.

1.4 Scope of the study:
This report renders a close analytical look at the telecommunication sector of Bangladesh with a focus on PBTL, in addition to its growth and development since inception. The report is written from the point of view of PBTL, as it is expected to augment the market intelligence and knowledge base of the market research and development department of the company.

5 Methodologies
The type of method used in this report is mainly of a descriptive nature. Both primary and secondary data analysis were selected as the basic research method. In addition, everyday interaction with the employees of the company has proved to be an extremely effective source and method of retrieving information.

1.5.1 Primary Data Collection
The primary data has been collected from Citycell employee and customer.

1.5.2 Secondary Data Collection
Certain data for this report has been extracted from secondary sources, since the descriptive nature of the study to prepare this report calls for existing facts and information compilation. Majority of the secondary data was obtained from the Market Research and Development Department of PBTL. Annual reports of other mobile operators, their official web sites, reports done on the telecommunication sectors and information obtained from the Internet, augmented this report further.

1.5.3 Data processing and analysis:
Since the questionnaire was designed as such that the answers were a mixture of open and close ended and also qualitative in nature. The data collected from primary and secondary sources are processed and analyzed in Microsoft Excel and SPSS software.

1.6 Limitations:
The major limitation for this report was primarily the reluctance and strict adherence to confidentiality maintenance shown by the officials of mobile operators. Most of the calculations had to be made taking City Cell’s figures as the industry average. Most of the relevant literature and study materials on the telecom sector are not updated, and no comprehensive in-depth study on the cellular industry could be found. Furthermore, some information was withheld to retain confidentiality of the companies. Exact verifications of some information could not be made owing to this.