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A Term paper

Training & Development of Employees
A case study of An Orascom Telecom Company

Course Title: Human Resource Practice in Bangladesh



Executive Summary:
This research intends to explore the public relation and communication
department under marketing department of Banglalink. It is an exploratory research
which gives an over all idea about the activities of the department, in addition this
research will find out what the different types (working class, student, housewives,
employees) think about the PR activities of Banglalink.
This research is based on a semi-structured questionnaire. The questionnaire was
given from the Banglalink authority which was a pre-tested questionnaire having 10
questions. The sample technique was stratified random sample. Total 85 respondents
from Dhaka city where taken for this research. Based on their answers the analysis has
been made. The sample size is divided in to five (5) sub-categories namely student,
housewives, working class, agency personnel, and lastly the Banglalink employees.
Microsoft excel 2003 software was used for all sorts of calculation and graphical
representation for the research. Based on the calculation all sorts interpretation and
recommendation was given at the end. Each of the questions has its own calculation
and diagram in this research paper.
The literature review part was full of secondary information about the research.
The terminological definition, explanations of the terms and detail of the departments
clearly described in this part of the research. In addition, company background part is
added just for the readers to know more about the company and also the detail of the
department of PR & communication.
There are mainly nine activities that are taken care by the PR & communication
department. Each of the categories are explained and ranked based on their importance
after analyzing the questionnaire. Activities like TV, outdoor, press & publications are
the most talked about in this research.
Least but not the last, based on the analysis recommendations are suggested for the PR
and communication department. These recommendations will definitely improve the
overall company image if implemented efficiently.
Finally, this research will encourage further study and useful guidelines for these types
of researches.


Table of Contents:
Letter of Transmittal.
Executive Summery...


Project Review
1.1. Introduction
1.2. Objectives of the Study .
1.3. Methodology .....
1.5. Limitations ....


2.1. Background
2.2. Employee analysis......
2.3. Training and Development Provided .
2.4. Banglalink and its business analysis ..


3.1. The concept of training and development
3.2. Employees training process
3.3. Development their weak position ...
3.4. Tackle the threat of the banglalink.....
3.5. Overall analysis .


4.1. Findings of the Study .
4.2. Recommendations .
4.3. Conclusion





1.1. Introduction
17 May marks the anniversary of the signature of the first International
Telecommunication Union. Since 1973, the occasion has been recognized as
World Telecommunication Day. So the significance is clear here that
Telecommunication Sector has a particular acknowledgement in the world
and the result is the creation of World Telecommunication Day. In fact,
Telecommunication is one of the talks of the world at present.
Tele density of Bangladesh is still the lowest in South Asia, according to the
statistics of the International Telecommunication Union (ITU). About 1.56%
among 100 people has access to telecom facility. It shows the high
potential in the telecommunication sector in Bangladesh. The existing
telecommunication companies operating in Bangladesh have been enjoying
competitive advantage because of less global competition but this scenario
is soon to be changed as global giants are focusing on Bangladeshi markets
with differentiated service and competitive advantages.
With the advancement of science and technology, we wonder regularly.
Todays world is the world of technology. No doubt of it that the most
success sector is telecommunication. Few days ago people can not even
imagine about the todays communication ways. And it is also true that
people have become more desperate to think about new things in this
sector. In this course of action, mobile, voice call service, SMS, video
telephony, teleconference, video conference etc. along with other
communicating ways, have emerged. So, the best news from the business
point of view is the creation of the telecommunication market. Its size is
beyond imagination that there are 750 GSM operators doing business
throughout the world. The picture of Bangladesh helps to realize the matter
more clearly that we have six operators even in this small country. And out
of 14 corer population, almost 2 corers are using this service. Millions of
dollars have already been invested in this sector and also are being
Technology was not only transforming the character of the
telecommunications industry from within, but more significantly, much
more significantly in my view, is changing the role played by
telecommunications in economic and social life. Telecommunication has
come to play a significant role in facilitating Bangladesh as well as the
whole world changing social division of labor between material production
and business and consumer services. Optical fiber cables, microwave and
satellite links to the mainland, to say nothing of cross-border roaming with
cellular mobile telephones and pagers, are daily reducing the transactions
costs of doing business, widening the scope of markets as well as bringing
together friends and families. But more than that, telecommunications is


becoming part of the strategic value- chain at the heart of modern business.
Obvious examples include the customer services banks provide over their
ATM networks; the facilities offered by airline and travel agency customer
reservation systems; the information available from online service
providers; the planning and co-ordination and monitoring and control
facilities available over wide area computer networks together with file
transfer and data management capability; and so on. Much speculation
takes place as to the future possibilities afforded by inter-active multi-media
broadband networks, often with the thought that the technological potential
is developing so rapidly that research and development engineers are fast
creating solutions in search of problems, and services in search of markets.
So it can be easily said that working and studying with this sectors not only
clear our view about the Telecommunication but also grasp ample opportunity
from this sectors
1.2. Objectives of the Study:
The objectives of this paper are as follows:
Provide an overview of the banglalink
To evaluate the employees of the banglalink.
To identify the factors influencing on the employee analysis of the
To find out the strategies need to implement for achieving its long term
1.3. Methodology
The study covers the operation of banglalink. Moreover, history of
banglalink, Its prospects in Bangladesh, its operational issues and problems,
mission, vision and objectives of the company are also covers. A detail of
functional activities of banglalink. is provided to get an understanding of the
organizational structure and activities of FMCG Company.
For this study information is collected from both primary and secondary
sources. Investor relations section of the Website www.banglalinkgsm.com
is an immense source of information about Nestl.
As a student of MBA due to time constraint comprehensive study based on
information collected from primary source is not possible by us. So, we
interview some of the marketing executives to get an idea of operations and
issues in the company.
1.4. Sources and Data:
The study was conducted based on both primary and secondary data. The
sources of those data are stated below:
Primary Source:
The primary data were collected by customer survey conducted on
corporate clients of Banglalink. I had collected customer survey from one
hundred corporate clients of different organization. Customer survey had
been conducted by twenty-four questions location at Dhaka city. It had


taken ten days to collected respond. The survey technique was face-to-face
mock interview.
Secondary Source:
The secondary data were collected from the following sources:
Internal newsletter of the company
Various research journals of different research organizations
Web pages
Annual reports of the company
Various books and other internal publications of the company
1.5. Limitations:
Despite of the researchers highest effort the internship is not free from
limitations. Some of those limitations are mentioned as follows:
One of the major limitations faced while conducting the study was to
communicate with the selected corporate clients because they were very
busy with their regular jobs.
As, I had more dependence on the primary sources, so there might be
some levels of inaccuracy with those collected information.
Confidential information regarding past marketing and sales information
was not accurately obtained.
Many of the analysis on the obtained data are based upon my sole
interpretation. This in result might bring some biases, as lack of knowledge
and depth of understanding might hinder me to produce an absolute
authentic and meaningful report.


2.1. Background:
In Bangladesh, Banglalink aims to understand peoples' needs best and
appropriate communication services to improve peoples' life and make it
work is aimed towards meeting our vision. All members of the Banglalink
highly passionate individuals, fully committed to achieving the vision that
ourselves. Our customers' needs matter most to us- making their life simple
improving it is all we want. To ensure our vision is achieved, we have set
values, we want to be
Straight Forward
All the Banglalink family members have one thing in common- a passion to
serve. We want to go that extra mile, so that you can have the best possible
service investing in the future of Bangladesh. The biggest barrier today for
handsets. We will strive to lower the total cost of owning a mobile. We are
here to help make a difference in people's lives by providing affordable and
reliable connectivity solutions. We will strive to connect people and link
their lives by listening to them and by understanding their needs. We are
here to help you speak your language.
2.2. Employee analysis:
Employee motivation is one of the major issues faced by every organization.
It is the major task of every manager to motivate his subordinates or to
create the Will to Work among the subordinates. It should also be
remembered that a worker may be immensely capable of doing some work;
nothing can be achieved if he is not willing to work. A manager has to make
appropriate use of motivation to enthuse the employees to follow them.
Hence this studies also focusing on the employee motivation among the
employees of Industries.


Motivational receptiveness and potential in everyone changes from day to

day, from situation to situation. Get the alignment and values right, and
motivational methods work better. Motivational methods of any sort will not
work if people and organization are not aligned. People are motivated
towards something they can relate to and something they can believe in.
Times have changed. People want more. The foundation is a cohesive
alignment of people's needs and values with the aims and purpose of the
Managers are responsible for providing a working environment conducive to
long-term employee motivation. Effective motivation comes from within.
Regular contact with employees will assist identification of motivating
factors. Recognition of personal achievement is vital. Managers should
ensure all employees feel their work makes an important contribution to the
success of the organization.
To Motivate - as a definition means "give an incentive for action." For the
small business owner, motivation is a huge factor for either the success or
demise of your company. You need to devise an "employee motivation
2.3. Training and Development Provided:
We know that successful candidates placed on the jobs need training to
perform their duties effectively. Workers must be trained to operate
machines, reduce scrap and avoid accidents. It is not only the workers who
need training. Supervisors, managers and executives also need to be
developed in order to enable them to grow and acquire maturity of thought
and action. Training and development constitute an ongoing process in any
organization. This chapter is devoted to a detailed discussion on the nature
and process of training and development in a typical industrial
Training is the formal and systematic modification of behaviour through
learning which occurs as a result of education, instruction, development and
planned experience. (Armstrong, 2001: 543)
Development is any learning activity, which is directed towards future,
needs rather than present needs, and which is concerned more with career
growth than immediate performance.
Development refers to those learning opportunities designed to help
employees grow. Development is not primarily skills-oriented. Instead, it
provides general knowledge and attitudes, which will be helpful to
employees in higher positions. Efforts towards development often depend
on personal drive and ambition. Development activities, such as those
supplied by management developmental programmes are generally
Let us try to understand the distinction between Training and Development
through the following table


Learning Dimension







Technical / Mechanical

Theoretical / conceptual


Specific job related


General knowledge


Short term

Long term

Importance of Training and Development:

Training and development programmers, as was pointed out earlier, help
remove performance deficiencies in employees. This is particularly true
I) The deficiency is caused by a lack of ability rather than a lack of
motivation to perform,
II) The individuals involved have the aptitude and motivation need to learn
to do the job better, and
III) Supervisors and peers are supportive of the desired behaviors.
There is greater stability, flexibility and capacity for growth in an
organization. Training contributes to employs contribute to the stay with the
organization. Growth renders stability to the workforce. Further, trained
employees tend to stay with the organization. They seldom leave the
company. Training makes the employees versatile in operations. All rounder
can be transferred to any job. Flexibility is therefore ensured. Growth
indicates prosperity, which is reflected in increased profits form year to
year. Who else but well-trained employees can contribute to the prosperity
of an enterprise?
Accidents, scrap and damage to machinery and equipment can be avoided
or minimized through training. Even dissatisfaction, complaints,
absenteeism, and turnover can be reduced if employees are trained well.
Future needs of employees will be met through training and development
programmers. Organizations take fresh diploma holders or graduates as
apprentices or management trainees. They are absorbed after course
completion. Training serves as an effective source of recruitment. Training is
an investment in HR with a promise of better returns in future.
2.4. Banglalink and its business analysis:


Banglalink is a newly emerged Govt. mobile service operator in countrys

cell phone service market with nationwide coverage. Within a very short
period of time, it has covered 61 dist. HQ, 158 thane and the main national
highways and developed 11 full-fledged customer care centers. Over 200
outlets are being working to distribute Sims and Scratch cards in the
country... Banglalink has gone into interconnection agreement with all four
private cell phone service providers named City cell (PBTL), AKTEL (TMIB),
Grameen Phone (GP) and Banglalink for providing more superior services to
banglalinks consumers. Recognizing its tremendous success (introducing
web based lottery, self employed virtual dealership, fastest coverage
progress and price-cut), BANGLALINK has been emerged a trend setter in
mobile phone sector of Bangladesh. It got unique position for its special
features that other players are not offering right now, such as, born out of
commitment. To make profit but not at the cost of customer, nationwide
transmission backbone support, professional excellence, transparent
financial transaction, all transaction through Bank, fewer Packages, no
tricks: customer Confidence, no incoming Charge, all Package has BTTB
incoming and outgoing, 100% ISD and EISD facility. The most remarkable
success of Banglalink is the slump in Tariff Structure. As soon as Banglalink
announced its tariff the long-lasting oligopoly between other private mobile
operators were shattered. Healthy competition came into the mobile market
causing almost 50%, if not more, reduction in price both in terms of SIM price
and usage rate. The slump in price made mobile phone affordable even for the
low-income group of people. Using a mobile phone soon became a necessity;
it's no more a luxury.
The strength of Banglalink was the confidence of the subscribers in the
government institution. On the other hand it's being the part of government,
is probably the biggest weakness from operational perspective of Banglalink,
which will be understandable as we go through this article. At a time when
people were desperately searching the way out to get rid of the oligopoly of a
few operators, j Banglalink started its operation with big bang of response.
People became frenzy to get a Banglalink SIM. Another good reason for that
craze was its flexibility in connectivity with the other operators. It's the only
SIM, which has such a, versatility of connections having ISD, Economy ISO
service along with both incoming and outgoing connectivity with any of the
land phones. The biggest weakness was a premature entrance in a mature
market. As soon as anyone could catch hold of a Banglalink mobile, he
started comparing it with the services of Grameen Phone, Banglalink or Aktel.
Having the slightest of ideas of what problems can impound and compound
starting a commercial operation with such a small coverage containing pockets
all over the places, Banglalink had its first setback. Many of us used to say
"Where is the harm in throwing a system on use with such a small number of
BTSs if operator like Grameen Phone could start its commercial operation with
couple of BTSs around." But "think-tanks" of Banglalink miserably failed to
identify the difference of stepping into a developed market and that into a
developing market. Moreover, the progress of development of network was far
below the expectation of subscribers. Above all the interfacing with other
operators was so poor, especially with GRAMEEN, mostly because of noncooperation, it became a nightmare for the Banglalink subscribers to use a
Banglalink mobile. Peoples' hope was immediately dashed out and all the


opportunities Banglalink had started with immediately began shrinking and


3.1. The concept of training and development:
Training is a process of teaching new employees the basic skills they need
to perform their jobs. Training used to focus mostly on teaching technical
skills such as training assemblers to solder wires to write lesson plan.
Training refers to the methods used to give or new employees that skills
they need to perform their jobs. Training might mean showing a new web
designer the intricacies of the site, a new sales person how to sell your
firms product, or a new supervisor how to interview and evaluate
Development means improve the quality of employees by training them a
certain period of time or the process of the job. Briefly we can say that,
employee development an attempt to improve current or future employees
performance by implementing knowledge, changing attitudes or increase
3.2. Employees training process:
Training employees and what they are to learn then this step company has
to design the training program. Company can create the content and
program sequence for employee. But there is a vast selection of an and
offline content and packages from which to choose. Company trains their
company in such ways these are:


1) On the job training: On the job training means having a person

learn a job by actually doing it. In the company of banglalink they

basically use this system because their work pattern is useable such
system. They train up their employees inside their job.
2) Job instruction training: Listing each jobs basic task, along with
key points. In order to provide step by step training for employees. In
the company of banglalink they train their employees step by step.
3) Off the job training:
Sometimes Banglalink train up their
employees outside the job.

3.3. Development their weak position:

a. Development employees weak position:
1) Job rotation: Banglalink in this sector moving employee one
department to another department train up them and development the
weak position.
2) Coaching or understanding method: Banglalink in these sector
employee works directly with a senior employee. And this is the sectors
employee which is train up directly under the senior employee.
3) Action learning: Manager of Banglalink
observed the employees
work each of the employee realize time to time on projects, analysis
and solving problem in departments other than the own. So in this
system employee s are monitored by the manager.
4) The case study method: Banglalink
develop their employees by
written description of an origination problem.
5) Management game: Management game is a good development tools
for Banglalink. The company divided employees in to five or six persons
group, each of which competes with the others in a simulated
6) Outside seminars: Sometimes BL arrange outside seminars for
employees development.
b. Development Companys weak position:
1) By starting bill inflexibility for the post paid connection billing.
2) Solve the internal problem and communication gaps between the
3) Although Banglalink is covering the country geographically on the whole
but net work is not strong all over. So try to cover the strong network on the
whole country.
4) Improve the customer retention.
5) Diverse the product line with prepaid.
6) Offer customer motivational package.
3.4. Tackle the threat of the Banglalink:
1. Established brand name:


Banglalink has the one of major pioneers in Bangladesh mobile sector and
people already know about Banglalink and their policy. So they tackle the
threat of other company by use their name. The employees of BL always
try to their level to spread the brand name.
2. Pricing flexibility:
The company practices price flexibility to meet the high elasticity of
demand in the market. Banglalink create strong position about call rate. So
they tackle the threat of other company by use their Pricing flexibility. The
higher authority fixed the price
3. Loyal customer base:
Banglalink already create loyal customer base especially in the post paid
connection segment. In the case they dont faces extra threat or reduce
4. Capital:
Banglalink has a huge amount of capital. So when they seem the rate will
be decease for the purpose of involve customer then there is no financial
crisis because they generated large capital. So they get customer for low
price and there is no threat among the competitors.
5. No busy network:
Banglalink cover the strong network on the whole country. They provide
crystal clear network and it ensure to connect another operator very
quickly. It is also cover the extra threat.

6. Advanced technology:
Banglalink use GSM technology and it maintain its faster technology to
tackle the threat.
7. Low cost:
Banglalink cover the all subscriber to offer low cost .So if there is come
various new companies to offer minimum cost then the BL has no risk
because they offer low price for long period of time.
8. Switching job decease:
In the BL Company they provide the better compensation more than
another company.
9. Dont spread any wrong information by the employees of BL.
10. Set best strategy to archive the companys goal and employees try to
provide their better effort
3.5. Overall analysis:
After all discussion we can say that, the companies of Banglalink maintain
their employees training and development program in standard ways. And
all of the activities which are come from employees all of this things are
occurred reached the company long run.


4.1. Findings:
There are some important findings, which are given below:
1. The concept of training is a process of teaching new employees the basic
skills they need to perform their jobs
2. The concept of Development means improve the quality of employees by
training them a certain period of time or the process of the job
3. There are three steps of Employees training process in our study. Such as
a. On the job training.
b. Off the job training.
c. Job instruction training.
4. Employees of banglalink are developed by different training. Such as, Job
rotation, Coaching or understanding method, Action learning, the case
study method, Management game and Outside seminars etc.
5. There are many way are described to tackle the threat of Banglalink
6. After all discussion we can say that, the companies of Banglalink
maintain their employees training and development program in standard
4.2. Recommendations:
Banglalink Bangladesh Ltd. can follow various measures to overcome these
problems. Here are some recommendations in this regard:


1. Banglalink corporate SIM packing must be different compare to other

providers packages.
2. Corporate booklet must be necessary to inform about the corporate
3. Corporate proposal must be sent to the government or private offices at
the district levels through market coordination officers or dealers.
4. They should improve the performance of the billing system in a quick
5. Attractive promotional items are necessary to satisfy the corporate
6. Network facilities should be wide.
7. Promotional advertising must be necessary for corporate package.
8. Provide free 24 hours hotline service for corporate clients.
9. Corporate tariff must be lower than other packages.
10. They should develop new competitive packages for the corporate
11. Increase the value added services.
12. Closed user group (CUG) must be needed for corporate package.
13. Should be monitor the existing customer and provide better service.
14. The complexity of the GPRS facility should be reduced.

4.3. Conclusion:
Banglalink Bangladesh ltd introduce in 2005. When service came with lower
tariff was the strong path to influence people about the new service. In that
time Banglalink followed a smooth marketing strategy. Banglalink formed a
cheap rate for the first time in Bangladesh. Banglalink maintains relation
ship marketing policy as well. So that there sales volume is more then
others. At a time Banglalink takes also better position in consumer mind by
its quality, attractive tariff plan etc. I gather some essential information
from my survey that has needed to improve in some sector like network
coverage, marketing strategy, promotional activities, customer satisfaction
etc. Finally it says that Banglalink estimates of life time relationship value
accentuate the importance of retaining current customers. Banglalink
provides proper information to their customer about new product or service.
It is another good way to stay in touch and increase sales or get referrals.
Banglalink offer discount for valued customer to maintain good relationship.
Report on Customer Relationship Management in corporate sales of
Banglalink is the part of our credit course of BBA Program. I learn so many
things from this report about Banglalink Bangladesh its service nature, its
distributors, retailers, consumers and its overall marketing condition in
communication sector. This report will assist me to build up a better career
in the job section.


1. 1st anniversary publication, Banglalink
2. Mobile phones are everywhere and the business section of The Daily
NEWAGE, Friday, May 18, 2007, p.7.
3. Special feature of The Daily Prothom Alo on 2nd Anniversary Banglalink
Saturday, March 31, 2007, p.18.
4. Main story and interview of Mobile personality of Monthly Magazine
MOBILE April 2007 p.7, 1
BANGLADESH LIMITED in the year 2006.
6 . Website:
a. www.Banglalinkgsm.com
b. www.wikipedia.org
c. www.google.com