King Fisher Case Study

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Executive Summary

I have prepared this report, which is limited to the communication arena of Warid Telecom, through which I learnt a lot and it has aided me in being well equipped with valuable experience that would help me once I enter the professional life after the completion of my studies.

During the month of August to October 2009, I worked in Warid Telecom GSM as an internee. My association with this company was being a part of the Customer Service Department. It was a great experience for me and it helped me in realizing where my potential lies. What I learnt at Warid Telecom over the weeks was how to get along with the people that I have to work with everyday, building relationships with people, building confidence and improving my communication skills. This internship has also prepared me for my future career so this internship has helped me a great deal. The experience has taught me responsibility, teamwork and how to handle people in tough social situations. Even though the nature of work was quite basic as an internee, nevertheless I got to see what practical life is. This internship overall has been a great experience.

This report gives a profile of Warid Telecom and an insight into a Warid Telecom Franchise where I was assigned to work. All the functions and operations of a Franchise. This report also reflects my learning and experiences at Warid Telecom along with my responsibilities and the tasks that I performed.

Last part of the report consists of some recommendations and suggestions that I have given. My proposal would be of great use to Warid Telecom and if followed properly, it can increase the performance of employees and finally the performance of the organization itself.

1

INTRODUCTION AND

BACKGROUND

1. Introduction and Background: Warid Telecom

The Dhabi Group is a multinational company based in the UAE, which owns and operates a wide range of business concerns that are spread across 3 different continents. It has a diversified business interest in the institutions that have enjoyed commercial success as a result of its strong financial resources and extensive management expertise. The Abu Dhabi Group's major investments are in the following sectors:

- Telecommunications

- Hospitality services

- Property development

- Oil exploration and supplies

- Banking and financial services

- Automobile industries.

Warid Telecom takes pride in being backed by the Abu Dhabi Group, one of the largest groups in the Middle East.

Warid Telecom is currently operational in Bangladesh and Pakistan, while it is also setting pace to initiate its operation in Uganda & Congo. Within the markets Warid is already operating, it has quickly developed a large customer base and established itself as one of the leaders of telecom service sector.

In Bangladesh, Warid Telecom commenced its operations under a landmark MOU agreed upon by the Dhabi Group and the Government of Bangladesh worth USD 1 billion, out of which USD 750 million was exclusively committed for investment in the telecommunication sector of the country. Succeeding the MOU signing, the BTRC license for telecom service provision was issued to Warid Telecom, followed by the signing of interconnectivity agreement with all the existing telecom companies of Bangladesh.

In December 2005, Warid Telecom International LLC obtained a 15 year GSM license to operate as the sixth mobile phone operator in Bangladesh for 50 million US dollars.

Warid Bangladesh launched their operations on the 10th of May, 2007 and uses the code 16 proceeded by the code number of Bangladesh +880. Warid Bangladesh has acquired a million subscribers within 70 days of launch.

The company started rolling out network from mid-2006. In less than a year, amidst much speculation, Warid Bangladesh launched their commercial operation with 26 districts – the largest ever launch in terms of network coverage and BTS Stations. Unlike its operations in other countries Warid Bangladesh uses the slogan be heard instead of we care.

Currently Warid Bangladesh provides both post-paid and pre-paid connection plans. The post-paid plan is branded and marketed across the country under the name Zahi Post-paid, which means leader or royalty. The pre-paid segment is branded and marketed as Zem Pre-Paid.

Based on the NGN (Next-Generation) network, Warid Telecom's operational activities in Bangladesh aim to achieve a new and modern corporate identity, which is congruent with the dynamic changes taking place in the telecom industry today. With a reflection of a new strategy, our aim is to be perceived not only as a telecommunication operator of voice services, but also as a universal provider of comprehensive communications services for both residential and business customers.

The subscriber base of over 2 million users in our first year of operation alone serves as a testament to Warid telecom's customer-driven business mandate. These achievements have only been possible due to Warid's uncompromising commitment to provide maximum network coverage and clear connectivity at the most affordable price.

In December 2005, Warid Telecom International LLC paid $50 million dollars (US) to obtain a GSM license from the BTRC and became the sixth mobile phone operator in Bangladesh.

In a press conference on August 17, 2006, Warid announced that his network would be activated two months ahead of schedule, in October, 2006. Again in October, 2006 Warid Telecom put off the launch of its cell phone services in Bangladesh until April, 2007 after its major supplier Nokia walked out on an agreement over a payment dispute.

Warid had a soft launch at the end of January 2007. It gave away complimentary subscriptions among a selected group of individuals, whose job was to make 'test calls' and the operator adjusted its network's quality based on their comments.

The official website of the company www.waridtel.com.bd was launched on the April 30, 2007.

On the April 14, 2007 (Pohela Boishakhi day) Warid Bangladesh kicked off its advertisement campaign titled "Salam Bangladesh Salam". A few days later on the April 29, they launched their website.

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