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Customer satisfaction Analysis on the basis of Distribution channel of Grameen Distribution Ltd.

Overview of Grameen Distribution Ltd Grameen Telecom (GTC) is one of the respected and reputed business houses in Bangladesh. It was established in 1995. Grameen Distribution Ltd Established in 2009 as a Sister concern of Grameen Telecom. Grameen Distribution was successfully set up the strategies to accelerate the Nokia handsets business across the country. Grameen Distribution is a profitable company set up at the initiative of Grameen Telecom. Grameen Telecom hold 95% share and Grameen Kalyan holds the rest 5% of Grameen Distribution Ltd. GDL is entrusted with the Service of Distributing telecommunication accessories.

Grameen distribution has a purpose, to contribute the

economic development of Bangladesh where telecommunications can play a critical role. This is why Grameen Distribution is aiming to distribute quality product related Information and Communication technology (ICT). 2.1 Company Vision and Mission

Vision: Vision represents a challenging portrait of what the organization and its member can bea possible, desirable and future. Grameen Distribution ltd. corporate vision is to provide telecommunication services to the rural inhabitants in the 68,000 villages in Bangladesh. Mission: An organization also typically creates a mission statement, which identifies the business it is in, the market niches it tries to serve, the types of customers it is likely to have and the reasons for its existence. 2.2 Company Product:


The product of Grameen distribution is Nokia handset. This business gets from its ancestor company Grameen telecom. Grameen Distribution Ltd. is a major distributor of Nokia handsets in Bangladesh. GDL import the handsets on the basis of market demand with having 30-days buffer stock for uninterrupted distribution through dealers. Now Grameen Distribution Ltd. operates a very good network to maintain NOKIA distribution.

2.3 The Board of Directors: Board of Directors of GTC consists of ten members, with Professor Muhammad Yunus as its Chairman. The Board during 2009 consisted of the following: (i) (ii) (iii) (iv) (v) (vi) (vii)

NURJAHAN BEGUM Mr. Sheikh Abdud Daiyan Mr. Md. Shahjahan Mr. Md. Siddiqur Rahman Mr. Hossain Ali Mr. Mohammad Ashraful Hasan Mohammad Imamus Sultan

Chairman Managing Director, Grameen Fund General Manager, Grameen Bank General Manager (Audit), Grameen Bank Deputy General Manager, Grameen Bank Managing Director, Grameen Knitwear Director, Grameen Bank


The formation and functioning of the board is governed by the Articles of Association of the company. While the general body is the supreme body of Grameen Distribution, the Board of Directors is responsible for general supervision and all operational polices of the company. The Board can also delegate its powers and functions to the Chairman or the Managing Director or any other officer of Grameen Distribution, as it may consider necessary and proper. 2.4 Organogram:

Chairman

Managing Director

Company Secretary

COO

Internal Procurement

External Procurement

HR & Admin

Corporate Sale

CMO

Distribution

Finance Manager

Channel Research

IT

Field Force

2.5 Grameen Distribution Sales Center GDL has an own sales centre at Grameen Bank Component, Mirpur-2 and selling out the authorized Nokia handsets to the customers as per guideline of Nokia. And another sales center in Mirpur 11 is under construction. Most of the model is available in this sales centre. Sales Officers are putting extra care to deal with sophisticated Customers while selling the products. Nevertheless, Nokia is providing after sales service with 1(one) year warrantee by the technically sound engineers. 2.6 Grameen Distribution and Nokia relationship Grameen Distribution (GDL) and NOKIA have a very good relationship. NOKIA appointed a country care manager last year in Bangladesh. Before that NOKIA India had provided guideline to Bangladesh which was a very painful situation. Now Grameen Distribution and NOKIA are working very closely that customer get the best care service.


2.7 Purchase & Procurement Procurement, storage, distribution have become increasingly important functions of Grameen Distribution. A Purchase Manual was formulated for the first time and a top level Purchase Committee, was constituted, and chaired by the Chief of Technical Services (CTS), for major purchase decisions on a competitive and cost effective, basis. The main procurement activity revolved around import GSM handsets & spare parts from Nokia. Grameen Distribution Ltd. is one of the main distributors of Nokia in Bangladesh. In accordance with the indents received from the Sales & Marketing Department, purchase orders are processed, letters of credit obtained from the banks and imports by air were handled expeditiously. From September 09 to January 10, five months review a total of 198580 pcs Nokia handsets were imported by GDL, with an invoice value of US$ 5.38 million. Grameen Distribution procured stationeries, computers, printers, accessories & equipment regularly for its operations. The main responsibilities of this section were to collect quotations, catalogues and proposals, invitations for tenders, evaluation of tender documents, preparation of contracts & service agreements, issuance of work-orders, bills and vouchers and finally process payment advice against goods and services procured. 2.8 Event Management Grameen Distribution Ltd. is a distributor of Nokia handsets and they sales Nokia handsets on dealer price. So, it is a sales organization. Event management is very important for the smooth operation of its business. The firm is properly maintaining its even management through meeting, tanning program, and conference. 2.9 Monthly Sales Meeting Monthly sales meeting is held on the basis of weekly sales. The overall monthly sales turnover has been discussed in this meeting. All of the members are present of this meeting to increase the sales volume of this sales organization. 2.10 Management The Board of Directors appoints a Management Team consisting of a Managing Director and other senior mangers across the various divisions of Grameen Distribution Ltd. These Division Heads (position termed as functional Director) represent respective divisions and always endeavor to achieve Company’s mission and guidelines provided by the Board of Directors.


The Management Team is guided in accordance with the vision which is broken down into strategies of the company which are reviewed and approved by the Board of Directors. In addition to this the Management Team is obligated to refer every issue to the Board if there is any deviation in implementing business plan, budget, borrowing, capital expenditure, pledging, etc. from the approved plan. 2.11 Human Resources Grameen Distribution Ltd. places a high value on human resources development and the contributions made by its employees. We persevere to maintain a productive and harmonious working environment. Grameen Distribution Ltd. has successfully hired some key managers who were recruited on the basis of their professional expertise and experience. In order to cope up with dynamic of the company’s business, initiatives were taken to restructure and reorganized the existing set up. At the same time Grameen Distribution Ltd. continued with its effort to improve the efficiency of its employees and align them to the right positions with welldefined responsibilities. 2.12 Reward System Grameen Distribution Ltd. provide the reward among the employee through their

individual

performance and as well as based on company performance. It may be financial or may be promotional. 2.13 Internal Control In short, the internal controls systems have been strengthened, well-defined management system have been developed and the total workforce is now geared up towards achieving the business objectives of the company. Therefore we are now more transparent, better organized and managing our internal staff and financial resources with higher efficiency. 2.14 Role of Distribution The role of distribution of Grameen Distribution Ltd. (GDL) is to supply the products to the defined out lets within a certain time. The firm has strong channel of distribution by which it can easily distribute the products on time. So, GDL can supply to the retailer (RDS) timely according to ordered goods. Here is given some RDS point. SL 01

03

Name & Address M/S. Razzak Brothers Kali Bari Road, Khulna-9100 Phone # 041-720543 Mobile # 01711385224 Nahil International 5, Karmakar Potty(1st floor) Bagerhat-9300

SL 02

04

Name & Address Prime Media Alam Market,Shahid kajol Sarani Polashpole, 1st floor, Satkhira. Mobile: 01715166888 Ice World Moslim-uddin Plaza (1st Floor), Chowrangi, Gopalgonj-810000.


05

Mobile- 01721673767 M/s. Siraj & Co. 508,Jess Tower,4th floor, M.K. Road, Jessore Phone:0421-63849 Mobile:01711805320

06

07

Hello Prithibi Hospital Road, Narail Mobile # 01711448844

08

09

Mallik Enterprise Mallik Bhaban, Syed Atar Ali Road, Magura Mobile # 01712990127 Hello Faridpur 2, Himalaya Trading center, Hazratola, Goalchamot,Faridpur Mobile # 01715935555 Silicon Telecom Al- Marzan Shopping Mall Kumar potty Road Jhalokathi. Mobile-0192438288

10

15

Sree Guru Bhandar Pro. Amal krisno Banik, Bazar Road, Pirojpur.

16

17

M/s. Zaman Electronics Sadar road, Barguna Mobile # 0171755223

18

11

13

Particulars Retail Distribution Stock age Corporate Sale Outlet Sales GPCO

2.15 Distributing Area:

12

14

Mobile # 01713338426 Labiba International 305 Ishaque Sharok Shankarpur, jessore. Phone-0421-68085 Mobile: 01711217961 Hossain Trade Link 39,H.S.S Road, Jhenaidah Phone # 0451-62360 Mobile # 01711800657 Sureka Enterprise 21, Rajarhat Road, Kustia-7001 Phone # 071-62188/53687 Mobile # 01714052554 AK Traders Bazar Road, Barisal Phone # 0431-64320 Mobile # 01715040636 Mobile Plaza 1st Floor, Talukder Bhaban, Sadar road, Bhola Phone # 0158-326687 Mobile # 01715213478 Baral Traders Sadar Road, Notun Bazar, Patuakhali Phone # 0441-62540 Mobile # 01712895567 AA International Karim Bhaban, Kulpuddi Sarak, Madaripur.

Grameen Distribution Ltd. Sales Status October/09 November/09 December/09 34622 pcs 387 pcs 621 pcs 820 pcs

46900 pcs 261 pcs 784 pcs 671 pcs

35853 pcs 319 pcs 547 pcs 707 pcs

January/10 34729 pcs 308 pcs 568 pcs 721 pcs


Grameen Distribution Ltd. (GDL) distributes products in different place across the country. The firm has divided their marketing area in four zones, like-Khulna, Jessore, Faridpur and Barisal. Each zone of the firm has Area Sales Manager (ASM) and Territory Sales Officer (TSO) who are doing their job very well. In addition, there is a proper communication channel of every zone with the head office (Grameen Distribution Ltd).

2.16 Distribution Process: To streamline the distribution process, Grameen Distribution has recruited 4 (Four) Area Sale Managers (ASM) & 9 (Fourteen) Territory Sales Officers (TSO) for closely monitoring the retails sales and distribution in different place across the country. ASM are responsible to deal with dealers and TSO is responsible to deal with retailers. Both are also responsible to report CMO regularly to update the sales trend and competitor activities in respective territory and taking corrective action accordingly. Also set up 37(thirty seven) sales representative and 18(eighteen) MIS teams for reporting & keeping track of sales growth. Grameen Distribution Ltd. has some major distribution channels--


Grameen Distribution ltd main objective is regarding distribution “Supply Right Products in Right place at Right time�. They are completely captured this districts of Bangladesh.

1. Khulna 2. Satkhira 3. Jessore 2.174.Selling Process: Jhalokathi

5. Gopalganj 6. Magur 7. Kustia 8. Faridpur

9. Madaripur 10. Barisal 11. Bhola 12. Barguna

13. Bagerhat 14.Jhenaidah 15. Pirojpir 16. Narail

17. Patuakhali

Grameen Distribution Ltd. is an importer and distributor of famous multinational company product, and they are distributor of Nokia handsets. Selling process of this trading business is in the systematic way. At first, the firm takes the steps of stocking products. Then the firm is taking orders from retailers through their sales personal appointed by Grameen Distribution Ltd. Finally, the


distributors are arranging for supply the products to the outlets. In this way, Grameen Distribution Ltd. is doing its selling process. 2.18 Sales Negotiation Process: Grameen Distribution Ltd. provides a systematic and understanding of the negotiation process with the retailers, customers and every member who are working to this company. Here each of the sales officers and employees are given proper briefing about negotiation. That is how to negotiate effectively and in such a meaningful way so that both of entities come up with their demands. Sales negotiation process is the basic elements of trading business. In this regard a comprehensive training session is being arranged to develop ‘know how’ method as well as successfully close the sales call. 2.19 Process Involves: 1. Planning and Preparation 2. Opening the call 3. Product Audit and Merchandising 4. Presentation 5. Objection Handling 6. Closing the Call 7. Administration 2.20 Drawbacks of Marketing & Sales: However, Grameen Distribution Ltd. has strong channel of distribution and skilled sales force but there are some barriers of marketing and sales. Those are as follow. •

Competitive market situation

Corruption.

Not directly doing promotional activities

Some time transportation problems in terms of delivering goods

Lack of maintaining time schedule properly due to having unavoidable circumstances i.e. traffic system, vehicle fitness, other factors relating to goods available like- port congestion.

2.21 Marketing Features of Grameen Distribution Ltd.:


The marketing feature of ‘Grameen Distribution Ltd.’ at present competitive situation is very strong. All of the executives and employees have great contribution over this firm. • Grameen Distribution Ltd. has very strong experience sales team. •

Grameen Distribution Ltd. cover different place across the country through around 18 retailers.

Grameen Distribution Ltd. has the relative capability to invest more financially and logistically according to requirements.

Grameen Distribution Ltd. doing its business with Nokia. This company is multinational. As a result, it has a good professional background practice.

Grameen Distribution Ltd. use different types of software to prepare various reports, likesales report, store report, delivery report etc.

Grameen Distribution Ltd. can conduct different types of promotional scheme round the year.

Retailers through out the country have a very good relation with Grameen Distribution Ltd.

Grameen Distribution Ltd. has divides the whole country in to four zone.

Part-3 Theoretical Aspect 3. Theoretical aspect Market: The set of actual and potential buyers of a product or service is called market.

Company (Market) Marketing intermediaries

Suppliers Competitors

Marketing: It is a social and managerial process by which individuals and groups obtain What they need and want through creating and exchanging products and values with others. Needs:

End Users


Need is states of felt deprivation. Human needs are states of felt deprivation. They include basic physical needs for food, clothing, and satisfy: social needs for belonging and affection: and individual needs for knowledge and experience. Wants: Want are the form of human needs take as shaped by cultural and individual personality. Demand: Demand is human wants that are backed by buying power.

Market demographic: Dividing a market into smaller groups of buyer’s distinct needs characteristics or behavior that might require separate products or marketing mix.

Geographic: Dividing a market into different geographical units such as nations, stats, regions, counties, cities or neighborhoods. Behavioral factor: Dividing a market into groups based on consumer knowledge, attitude, use or response to a product. Market positioning: Arranging for a product to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target consumers. Target market: The process of evaluating each market segments attractiveness and selecting one or more segments to enter. Supply chain management: Managing upstream and downstream value-added flows of materials, final goods and related information among suppliers, the company, resellers and final consumers. Customer Satisfactions:


The extent to which a product’s perceived performance matches with buyer’s expectations. If the product’s performance falls short of expectations, the buyer is dissatisfied. It the performance matches or exceeds expectations, the buyer is satisfied or delighted (Principles of Marketing 13 th edition, Philip Kotlar & Gary Armstrong). Customer satisfaction is the extent to which a product or service’s perceived performance matches a buyer’s expectations. If the product or service’s performance falls short of expectations, the buyer is dissatisfied. If performance matches or exceeds expectations, the buyer is satisfied or delighted. Expectations are based on customers past buying experiences, the opinion of friends and associates, and marketer and competitor information and promises. Marketer must be careful to set the right level of expectations. If they set expectations too low, they may satisfy those who buy but fail to attract enough buyers. In contrast, if they raise expectations too high buyers are likely to be disappointed. Dissatisfaction can arise either from a decrease in product and service quality or from an increase in customer expectations. In either case, it presents an opportunity for companies that can deliver superior customer value and satisfaction. Channel Differentiation: Companies can achieve through the way they design their distribution channels coverage, expertise and performance. Caterpillar’s success in the constructing equipment industry is based partly on superior channel development. Its dealers are found in more locations than competitors’ dealers, and they are typically better trained and perform more reliably. Channels: A number of alternate 'channels' of distribution may be available: * Distributor, who sells to retailers * Retailer (also called dealer or reseller), who sells to end customers * Advertisement typically used for consumption goods Part-4 Analysis and Findings 4. Analysis and Findings 4.1 Marketing mix: An effective marketing program blends all of the marketing mix elements into a coordinated program designed to achieve the company’s marketing objectives by delivering value to consumers. The marketing mix constitutes the company’s tactical tool kit for establishing strong positioning in target markets.


Product: Product means the goods & services combination the company offers to the target market. For Grameen distribution Ltd. The products are all kind of Nokia handset and batteries for particular Nokia handset.

N-1202

N-1203

N-1661

N-1680c

N-2600

N-2730c

N-2630c

N-3120c

N-1208

N-2220

N-2680s

N-3600s 3600s

N-1209

N-2323c

N-2690

N-5000

N-1616

N-2330c

N-2700c

N-5130 N-5230 N-5730 N-5630 N-5530 N-5310


N-5800

N-6120

N-6300

N-6700c

N-6720c

N79

N81

N85

N95

N-6303

N-6500s

N-7210c

N-6760s

X3

N97

N-7230c

X6

E52

E66 E63 E72 E71


E75 Price: Price is the amounts of money customers have to pay to obtain the product. The prices of Nokia handset are set by Nokia. Grameen Distribution Ltd. Sl. No 01 02 03 04 05 06 07 08 09 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 53

Product N1202 N1203 N1208 N1209 N1616 N1661 N1680c N2220s N2323c N2330c N2600c N2630c N2680s N2690 N2700c N2730c N3120c N3600s N3610a N5000 N5030 N5130 N5130sp N5230 N5310 N5530 N5630 N5730 N5800 X-3 X-6 N6120c N6300 N6303 N6500s N6700c N6720c N6760s N7210c N7230c N79 N818GB N85 N86 N95 N958GB N97 E52 E63 E66 E71 E72 E75

MMC

1GB MC 1GB MC 1GB MC No MC 512MB MC 512MB MC No MC No MC 1GB MC 1GB MC 1GB MC 1GB MC 4GB MC 4GB MC 8GB MC 8GB MC 2GB MC 32GB 512MB MC 512MB MC 1GB MC 512MB MC 1GB MC 1GB MC 2GB MC No MC 2GB MC 4GB MC 8GB 8GB MC 8GB MC 1 GB MS 8GB 32GB 1GB MC 1GB MC 2GB MC 2GB MC 2GB MC 4GB MC

Mirpur-2, Dhaka Effective from 20-January-2010

M.R.P 1,870.00 1,870.00 2,140.00 2,140.00 2,270.00 2,650.00 3,200.00 4,280.00 3,560.00 4,280.00 4,380.00 5,080.00 5,080.00 4,995.00 6,750.00 7,200.00 8,300.00 11,550.00 9,800.00 6,000.00 2,920.00 7,700.00 8,550.00 14,200.00 11,480.00 17,380.00 16,150.00 25,590.00 21,700.00 11,300.00 30,800.00 11,750.00 9,995.00 10,420.00 17,200.00 19,770.00 18,620.00 18,550.00 7,670.00 9,900.00 22,650.00 28,420.00 26,300.00 30,790.00 29,000.00 33,350.00 43,600.00 21,600.00 14,990.00 21,350.00 23,500.00 29,100.00 24,500.00

Special Discount 89.00 89.00 105.00 105.00 119.00 127.00 147.00 210.00 168.00 210.00 225.00 247.00 247.00 213.00 305.00 331.00 329.00 442.00 387.00 234.00 122.00 271.00 325.00 548.00 456.00 675.00 632.00 999.00 840.00 374.00 1,188.00 472.00 328.00 414.00 664.00 775.00 728.00 742.00 293.00 403.00 857.00 1,115.00 1,030.00 1,196.00 1,102.00 1,296.00 1,625.00 825.00 490.00 829.00 944.00 1,117.00 1,011.00

Net Price 1,781.00 1,781.00 2,035.00 2,035.00 2,151.00 2,523.00 3,053.00 4,070.00 3,392.00 4,070.00 4,155.00 4,833.00 4,833.00 4,782.00 6,445.00 6,869.00 7,971.00 11,108.00 9,413.00 5,766.00 2,798.00 7,429.00 8,225.00 13,652.00 11,024.00 16,705.00 15,518.00 24,591.00 20,860.00 10,926.00 29,612.00 11,278.00 9,667.00 10,006.00 16,536.00 18,995.00 17,892.00 17,808.00 7,377.00 9,497.00 21,793.00 27,305.00 25,270.00 29,594.00 27,898.00 32,054.00 41,975.00 20,775.00 14,500.00 20,521.00 22,556.00 27,983.00 23,489.00


Place: As above, turn the standard logic around. Think convenience of the buying experience and then relate that to a delivery mechanism. Consider all possible definitions of “convenience” as it relates to satisfying the consumer’s wants and needs. Convenience may include aspects of the physical or vertical location, access case, transaction service time and hours of availability. So the distribution channels of the Nokia handsets should be in such place which would be very much convenience to purchase the product for the users.

Distribution channel of RDS point:

Producer (NOKIA)

Distributor (Grameen Distribution)

RDS Point

Distribution channel of corporate client:

Producer (NOKIA)

Distributor (Grameen Distribution)

Corporate Client

Distribution Channel of ultimate customer:

Producer (NOKIA)

Distributor (Grameen Distribution)

Sales center

Customer

Promotion: Promotion means activities that communicate the merit of the product & persuade target customers to buy it. Nokia is renowned multinational handset company. Nokia the name itself is a symbol of quality and reliability. Grameen Distribution Ltd (GDL) itself is doing very little promotional activates for the products. Grameen Distribution Ltd. has a remarkable contribution in the process of promotional activities. The ASM, the TSO ant the Marketing department of Grameen Distribution Ltd. is taking part in this respect. The principle firm (Nokia) of these products is handling this promotional side. The principal firm is using some promotional strategy. Promotional Strategy: 1. Advertising: TV, newspapers, magazines. 2. Sales promotion: Gift, discount, free. 3. Public Relation: Press release, product demonstration, and mobile mela.


4. Internet marketing: website, image, make inquiries, respond to question.

This advertisement was published in magazine of Sharodio Puja Udjapon committee. 4.2 Company SWOT analysis: Grameen Distribution is one of the respected and reputed business houses in Bangladesh. It has just going to crossed years of operation. Grameen Distribution Ltd. has work as sister concern of Grameen telecom and able to transform itself from a small trading company in to a leading diversified business house. Here we tried to find out the Strength, Weakness, Opportunity and Threat for the corporate sales of Nokia handsets. STRENGTHS

OPPORTUNITY

STRENGTH:

WEAKNESSES

SWOT

THREATS


A comparison listing of competing company, product, or service strengths for the purpose of identifying a company or offering might have uniquely that can be leveraged of better market opportunity. Here is giving some Strength of Distribution channel of GDL Nokia handsets. •

Nokia hand set is getting the first position in Bangladesh.

Nokia hand set is a qualitative product so that they can satisfy their customer/ client.

Grameen Distribution has own two showrooms to meet their customer wants.

Nokia hand set provide warranty (set for one year, Charger or battery for 6 month)

Customer can easily use Nokia hand set and option is so much easier.

Some of the hand set has internet option browsing, modem and it can use as a computer.

Standard price with qualitative product.

Highly trained and skilled service personnel of GDL.

Highly efficient and higher level customer relation management.

Specialist of marketing expertise

Modern technology

WEAKNESS: A comparison listing of competing company, product, or service problems for identifying which weaknesses a company or offering might need to strengthen in order to be successful. Here is giving some weakness of Distribution on Nokia handset. •

Their price is higher then other branded product.

Only two sales store.

Sometime show room price and market price is not same. This affect on product image.

Grameen Distribution is not providing any types of discount for Nokia hand set supply and sales.

Lack of promotional activities.

OPPORTUNITY: A comparison listing of a company’s, product, or service’s greatest strengths compared to competitors strengths and weaknesses. Here is giving some Opportunity of Distribution on Nokia handsets. •

Grameen Distribution has enormous number of potential customer in the competitive market.


Grameen Distribution is specifically target the market to reach the product each or every people.

Grameen Distribution has good image for their product

They have great opportunity to get the potential customer.

Distributing high quality goods and services for the customer.

Positive word of mouth through long term customer relationship.

THREATS: A comparison listing of a company’s, products, or services greatest weaknesses compared to competitor’s strengths and weaknesses. Here is giving some Threats of Distribution on Nokia handset. •

Nokia hand set has different competitor in the present market. Those competitors are threat for this organization.

Some Branded product is offered cheapest price so this one is threat for Nokia hand set.

Some time price is fluctuate of Nokia hand set. So its affect on customer mind.

Few of the Brand product offer discount for potential customer but Grameen Distribution can not provide this type of opportunity so that this one is threat for Nokia hand set.

Threat of price sensitive customer.

From the above analysis, we can gain a clear idea about the environmental position of the organization comparing other competitors and understand the current position of ‘Nokia handsets Distribution’ in Grameen Distribution. 4.3 Key Responsibility to marketing In this modern and advance civilization, marketers have to change their techniques in order to attract more customers, because due to globalization and technological development, the persisting market condition has been changed a lot. So, only mass marketing and product variation is no longer in the market. To be competitive an organization should segment their market effectively. To segment and target the market, it is essential to study the behavior of the customer. Company not only sales their product and services but also tries to catch the heart and mind of the consumer to stay in the market.

GDL mode of work is Distribute Nokia handsets in different location in our country. Grameen Distribution Ltd. Sales & Marketing department maintain this area. Therefore, we can say that it is a sales organization. As a sales organization, it has some key responsibility are as follows…


Measuring customer satisfaction and retention

To ensure the better quality and service

To stock the products in a safer place

Maintain proper distribution

Supply the product within the time

To ensure the proper transportation

Event management

Handling customer feedback

Arranging promotional campaign

Part-5 Customer satisfaction analysis CUSTOMER SATISFACTION ANALYSIS ON DISTRIBUTION CHANNEL OF GDL

For this part of my report I conducted a survey on the customers and retailers of GDL. There are three questionnaires. One is for the ultimate customer from their outlet, another questionnaire from corporate client and the last one from the RDS. I have found the following findings after finishing the survey: 5.1 Demographic analysis on the responded (Customer) Gender Identification: The objective of this section is to identify the gender distribution o Phone users in Dhaka. Gender Identification

Figure1: from the survey it is found that out of 50 respondents 60% handset users are male and 40% are female. Though in a capital city, everyone use handset. But from the figure we can say that the male user of

Fem ale 40% Male 60%

handset is a little bit

Figure 3: Occupation of Consumers

more then the female.

70%

Occupational types: Here I have tried to identify the occupational variety of the respondents.

60% 50% 40% 30% 20% 10% 0%

Service holder

Buseness


Figure – 2: From the survey it is found that, out of 50 respondents 70% of the customers are service holder and 30% are businessman.

5.2 General analysis on overall Phone Market: Different Brand User: Motorola & Other, 10%

Sony Ericsson, 14%

Nokia, 66%

Samsung, 10%

In this section it is identified different brand of handsets that the consumers generally use Figure –3: From the graph it is found that, 66% consumers use Nokia, 10% uses Samsung, 10% uses Sony Ericsson and 10% use Motorola & other. Factors Considered before purchasing: 80% 70% 60% 50% 40% 30% 20% 10% 0% Good quality

Less price

Attractive Warranty outlook facility

Others

Figure 4 Here it is tried to find out the reason for purchasing handset.


Figure – 4: From the survey it is found that, out of 50 respondents 68% purchase handset for good quality, 16% use for less price, 10% use for attractive outlook, 4% for warranty facility and 2% for other. Preferred Outlet to purchase NOKIA Phone:

Other Retail Outlet 60%

Nokia Outlet 40%

. Figure -5: From the survey it is found that, out of 50 respondents 40% Preferred to purchase from Nokia outlet and others preferred from any retail outlet. Satisfaction related to the distribution process:

Figure – 6: In this graph it expresses the ratio about preferring the distribution process by the retailer. In here 90% retailer are satisfied with distribution process of GDL. Role of Media Regular use of newspaper: Here it is tried to find out regular use of newspaper brand generally people read. Figure – 7: From the survey it is found that, out of 50 respondents 54% user reads the most

Figure - 5: Newspaper generally


popular daily news paper in Bangladesh The Prothom Alo, 10.61% The Jugantor, 7.08% The Ittefaq, 5.31% The Jonokontho, .88% The Independent and 22.12% others. From above information, it is clear that most of the people like to read ‘The Prothom Alo’ because it is now the most well known newspaper in our country. So advertisement in The Prothom Alo would give Nokia more coverage. Satisfied with the Price of available handset in market: 70% 60% 50% 40% 30% 20% 10% 0% Yes most of them are reasonable

No it is higher then expectation

Here it is tried to find out the customer satisfaction with the current price of handset in mobile phone market. Figure 8: From the survey it is found that, out of respondent 34% customer think that price is perfect. Every type of hand set is available in the market under the reasonable price and 66% customer think that the price is not perfect with the handset. Analysis on Distribution channel of GDL 5.3 Overall satisfaction for Distribution channel of GDL (ultimate customer) Factors influences before buying a phone

In this section it is tried to identify that the factors influences customer before buy.


Figure9: From the survey it is found that, out of respondent 46% influenced by Price, 26% by feature, 20% by outlook and 8% by after sale service. Availability of Nokia handsets:

In here it is found the availability of Nokia handset from view point of ultimate customer. Figure 10: from the survey it is found out that 75% respondent think Nokia handset are available and rest of them think it’s not.

Preferable place to buy:

Here it is tried to shown that the customer preferable place for buy Nokia Handsets. Figure 11: From the survey it is found that, out of 50 respondents 30% purchase from Nokia outlet and 70% from any retail outlet.

Customer satisfaction level toward price:


This graph tried to show the satisfaction ratio of respondent toward price of Nokia phone. Figure 12: From the graph it is found that, 56% consumer satisfied about the price and 44% consumer are not fully satisfy with the price. Demerits of Nokia handsets

By this graph we can see the customer open perception over Nokia handset. Figure 13: 22% customer think the price is slightly high, 58% think there are no problem with Nokia, 16% customer think Nokia should increase their outlet, 2% think some problem with quality and 2% customer think other.

5.4 Overall satisfaction for Distribution channel of GDL (corporate customer) Preferable brand for personal use of handset:


Most of the office personnel select their handset on the basis of handsets feature, outlook, price and quality. Figure 14: 50% client like Nokia handset, 14% client like the entertainment facilities of Sony Ericsson, 10% corporate customer like Motorola and 26% clients got interest on extra features of other handset brand, Satisfaction with the delivery time:

Corporate client satisfaction depends on delivery time, price and quality. In this graph it is easily identified the corporate client satisfaction regarding delivery time. Figure 15: 86% corporate clients are satisfied with the delivery time and rest 14% thinks it should be faster.

Interest on corporate offer:


Not interested Client 4%

Interested Client 96%

In this graph it is measured the client interest ratio on distributors corporate offer. Figure 16: 96% clients are interested to the corporate offer of distributors and rest shows no interest. Performance scale of Nokia handset: In this it is shows that the performance scale by the clients own scale (1-10) measurement.

Figure 17: 36% goes for scale 7, 24% rate for scale 8, 18% took scale 9 and rest goes for scale 6 out of scale 10.

Merits of Nokia handset


By this graph it is tried to express that the Clients own reason behind Nokia handsets. Figure 18: 28% client prefer Nokia for Competitive price, 64% client prefer Good quality and performance. Rest for Good after sales service .5.5 Overall satisfaction for Distribution channel of GDL (For RDS) Customer preference on Handset before purchasing:

In this graph, it is found, the factors which influence customers before purchasing a Handset. Figure 19: 56% customers think about the price, 24% for quality, 12% longevity and the rest goes for outlook. Regularity of distribution:

In this graph, we can find the satisfaction related to regular distribution of Nokia handset.


Figure 20: Out of 18 respondents, 88.88% are satisfied with the regularity of distribution and the rest are not satisfied. Effectiveness of advertisement on sales:

Figure 21: out of 18 respondents 83.33% are think that the advertisement of Nokia can increase their yearly sales ratio and rest of them think its cant take any effect on sales.

Statement

1.

I am totally dissatisfied with promotion

Types of Statement

Total score

Average Score

Result

Negative

50

2.7

Nearly medium position.(neither agree or disagree).

Here it is tried to identify the satisfaction level reelected to promotion. Figure 22: According to the graph, respondents are not agreed or not disagree with this statement on the promotion of Nokia handset. So it can be said that the overall promotional policy of Matador is not satisfactory to the retailer.


Satisfaction towards current handsets price:

Figure 23: Most of the RDS thinks price of handset is normal and their ratio is 66.66%; other thinks that this higher then quality. Statement 2.

I’m fully satisfied with the distribution

Types of Statement

Total score

Average Score

Result

Positive

66

3.6

Nearly agree position .

Figure 24: From the above statement, it can be said that distribution of Nokia handset is quite satisfactory from the perspective of retailers. Statement 3.

The quality of Nokia handset is satisfactory

Types of Statement

Total score

Average Score

Positive

68

3.7

Result Nearly agree position.

Figure 25: Nokia maintain their quality in their handset and RDS agree with this.


Statement 4.

I’m fully Satisfied with the pricing of handset

Types of Statement

Total score

Average Score

Positive

59

3.2

Result Nearly agree position

Figure 26: Their opinion toward the price of Nokia handsets are in satisfactory position. Overall retailer satisfaction on GDL Types of Statement

Total score

Average Score

I’m totally dissatisfied with promotion

Negative (-)

50

2.7

I’m fully satisfied with the Distribution The Quality of Nokia handset is Satisfactory I’m fully Satisfied with the pricing of handset

Positive (+) Positive (+) Positive (+)

66

3.6

68

3.7

59

3.2

Statement 1. 2. 3. 4.

Figure: 27 Part-6 Major Findings:

Result Nearly medium position.(neither agree or disagree) Nearly agree position Nearly agree position Nearly agree position


From the overall market survey on “Customer satisfaction over GDL distribution channel”, I found there is an opportunity to spread their distribution channel and increase their sales in Dhaka city. In Bangladesh, there are many branding mobile phone. So, competitors are more conscious and the customers are very suspicious about selecting a product. In this situation, if the company wants to increase their sale of Nokia handsets, they need to ensure quality as well as price of the product and……. Some of major findings: •

From the market survey, I found that there are more and strong competitors of mobile phone. Like Samsung, Motorola etc.

There are many brands of mobile phone and they are providing different facilities to the customer and users.

I also find that, there is high demand of Nokia mobile phone in Bangladeshi market. But company should ensure its price, quality and warranty.

After selling service is an important factor for this business. In perspective of Bangladesh Nokia insures after selling service better than other handset companies.

Most of the people like to buy their handset from any reliable shop.

Peoples are satisfied about Nokia phone availability in market.

Most of the target customers read the daily “Prothom Alo” So Nokia should publish regular AD on the newspaper and popular magazines to communicate with the customers.

Nokia very often Advertise on TV for the promotion of their product. That’s the reason most of the target customers can’t recall any AD of pen. But if the industries to air AD in TV then the sell will must increase.

Bangladesh is still under developed country. Most of the people think economically. So definitely they must be price sensitive.

Nokia got different model of handsets with in different price range that’s why every class of people can buy according to their capability. But few thinks that Nokia take high price over poor feature.

Nokia got fewer problems than other handset available in the market.

Higher numbers of corporate customers are satisfied with distributors product delivery time.

Nokia has well balance over price, performance and quality.

Nokia establish its brand as a symbol of quality. Most of the service holder relies on Nokia handset.


Most of the retailers believe that the advertisement of Nokia can increase its sell. The retailers are not satisfied with the promotion of GDL.

Corporate customers are interested to get corporate offer from Nokia distributor.

Grameen Distribution sales Nokia mobile phones for their corporate client in RDS/Dealer price, so corporate client are also benefited for this purpose.

Most of the corporate clients prefer good performance of their handsets.

According to the RDS opinion, maximum customer buys their handsets on the basis of their income, capability.

Part-7 Recommendation: According to my findings, I have made some suitable recommendation, which is help for Nokia handsets Distribution. •

Grameen Distribution provides renowned brand Mobile phone with ensuring product quality, price, warranty and availability and they can generate profit from this.

Though some customers think that, it takes high price over poor feature. So it should make good combination over price and feature.

Grameen Distribution can do differenced marketing and segmented marketing. The Prothom Alo is more popular newspaper then other newspaper in Bangladesh. So advertisement in The Prothom Alo would give Nokia more coverage.

GDL needs to concentrate improving their own organizational culture.

Need to advertise and manage strong marketing channel to attract the customers.

Grameen Distribution needs better sales team for corporate sales.

Grameen Distribution should build better relationship with their clients.

If the company can increase their human resources and marketing activities, they will be able to increase the sales volume.

GDL should increase their outlet to meet their customer needs.

Most of the company or manufacturer can not provide customer service, but it is an important factor for Mobile phone business.

Part-8 Conclusion GDL is one of the respected and reputed business houses in Bangladesh. This is indeed, a milestone, which GDL has achieved with trust, support, past and present, most importantly its customers.


After finishing the report, I have gained much practical knowledge about a company based on its operation, management process, marketing activities and corporate sales of Nokia handsets. I also learned how GDL gains the competitive advantage and analysis their strengths, weaknesses, opportunities and threats. Our main objective of this study was to know the process of “distribution channel”. Here marketing programs involves overall strategy making and implementation. GDL has passed Six month very successfully with its different marketing system. From the beginning Distribution of Grameen Telecom was successful and effective in Bangladeshi Market but now this situation some of the branded Telecommunication product enter in the market and getting their competitive position that strongly affect on Nokia hand set. So, As a GDL before corporate sells the product, they try to know the user needs want and satisfaction level. If GDL to give the extra facilities from other company, than it will be sell more from rather than other and easily to get the market. Though there is some problems but I hope it can overcome all problems and can increase their corporate sales of Nokia handsets. Part-9 Bibliography: •

Kotler Philip and Keller Kevin Lane (2005), Marketing Management (12 th edition.)

Perreault William D. and McCarthy E. Jerome, Basic Marketing.

www.grameendistribution.com

www.grameentelecom.net.bd

www.gsmarena.com

www.tutor2u.net/business/marketing

Profile for Md Papon

Customer satisfaction analysis on the basis of distribution channel of grameen distribution ltd  

Grameen Distribution Ltd Established in 2009 as a Sister concern of Grameen Telecom. Grameen Distribution was successfully set up the strate...

Customer satisfaction analysis on the basis of distribution channel of grameen distribution ltd  

Grameen Distribution Ltd Established in 2009 as a Sister concern of Grameen Telecom. Grameen Distribution was successfully set up the strate...

Profile for md.papon
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