Marketing Management MKT 301

Topic: Estimating demand of a particular brand through a systematic consumer research.

Submitted to:

Member of

Avenger
S.L 1 2 3 4 5 6 Name of the member Azadul Talukder Shantu Member ID: 10325050

Market research on City Cell

Table of Contents

Serial no
1.0 1.1

Chapter detail
Introduction: Organizational Introduction Assignment introduction:

Page no
1

2.0 2.1 2.2

Methodology Data processing and analysis Limitation Objective of the study Survey detail information:

2 2 2 2

2.3 2.4 3.0 3.1 3.2 4.0 4.1 4.2 5.0 5.1 Appendix:

Survey Sample Findings from Survey Conclusion and Suggestion: Conclusion Suggestion

3 4

Survey Paper

1.0 Introduction

1.1

Organizational Introduction

In October 1990, Hutchison Bangladesh Telecom Limited (HBTL) was formed as a joint venture between Bangladesh Telecom Limited (BTL) and Hutchison Whampoa Limited of Hong Kong. In March of that year BTL had been issued a license by Bangladesh Telegraph and Telephone Board (BTTB) for operating cellular, paging and other wireless communication networks. The joint venture agreement with Hutchison gave HBTL the right to use BTLs cellular license while Hutchison would provide financial support to BTL. However, soon there was legal dispute between BTTB and BTL regarding the BTTBs refusal to provide Public Switch Telecommunication Network (PSTN) channels, which ensured connectivity to the BTTB network. The Supreme Court then ruled in April 1993 that BTTB would have to provide PSTN connections to HBTL, and that BTL would have to transfer the cellular portion to the license of HBTL. Bangladesh Telegraph and Telephone Board gave HBTL the PSTN connections in August 1993 and HBTL began commercial operation of the first cellular telephone service in Bangladesh in the same month. The owners of HBTL, however, decided to sell their stakes in the company due to the legal war. HBTLs shares were divided into two parts: Type A, which was held by BTL and Type B, held by Hutchison. Each type of share represented 50% title of HBTL. Pacific Motors Limited bought the type A shares while Hong Kong based financial investors Far East Telecom Limited bought the Type B shares. On 12th February 1996, HBTL was renamed Pacific Bangladesh Telecom Limited (PBTL). PBTL uses the brand name CityCell to market its cellular products. Pacific Bangladesh Telecom Limited (PBTL) with CDMA technology was first granted the operating license as mobile phone operator in 1993. 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.. 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. City Cell has decided to launch a customer retention plan for its loyal and dedicated subscriber base.

2.0 Assignment Introduction

2.1 Methodology:
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.

2.2 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 Word.

2.3 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 CityCells 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.

2.4 Objective of the study

The basic objective of this study is to realize the important of market research, marketing and to adjust or advance with the current situation, to make the changes in order to exist in the competitive force. There is a word once a pioneer cannot be the pioneer all of its life or forever. To exist and be a pioneer forever it need to change or advanced productive services and increase the cost in the promotion of the products.

3.0 Conduct Survey detail

3.1

Survey Detail

Sample: 80 people Type: Open and Close Questionnaires

3.2

Findings from the survey

After conducting the survey we can say, that City cell is growing but its less than other telecom operator. A chart shows the current rate of increase in the telecom sector:

A total of 80 people were chosen to be part of my survey. The reason