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

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

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 be- a 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) NURJAHAN BEGUM Chairman
(ii) Mr. Sheikh Abdud Daiyan Managing Director, Grameen Fund
(iii) Mr. Md. Shahjahan General Manager, Grameen Bank
(iv) Mr. Md. Siddiqur Rahman General Manager (Audit), Grameen Bank
(v) Mr. Hossain Ali Deputy General Manager, Grameen Bank
(vi) Mr. Mohammad Ashraful Hasan Managing Director, Grameen Knitwear
(vii) Mohammad Imamus Sultan 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:

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 Manualwas 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 well-defined 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 Name & Address SL Name & Address
01 M/S. Razzak Brothers

Kali Bari Road, Khulna-9100

Phone # 041-720543

Mobile # 01711385224

02 Prime Media

Alam Market,Shahid kajol Sarani

Polashpole, 1st floor, Satkhira.

Mobile: 01715166888

03 Nahil International

5, Karmakar Potty(1st floor)

Bagerhat-9300

Mobile- 01721673767

04 Ice World

Moslim-uddin Plaza (1st Floor), Chowrangi, Gopalgonj-810000.

Mobile # 01713338426

05 M/s. Siraj & Co.

508,Jess Tower,4th floor,

M.K. Road, Jessore

Phone:0421-63849

Mobile:01711805320

06 Labiba International

305 Ishaque Sharok

Shankarpur, jessore.

Phone-0421-68085

Mobile: 01711217961

07 Hello Prithibi

Hospital Road, Narail

Mobile # 01711448844

08 Hossain Trade Link

39,H.S.S Road, Jhenaidah

Phone # 0451-62360

Mobile # 01711800657

09 Mallik Enterprise

Mallik Bhaban, Syed Atar Ali Road,

Magura

Mobile # 01712990127

10 Sureka Enterprise

21, Rajarhat Road, Kustia-7001

Phone # 071-62188/53687

Mobile # 01714052554

11 Hello Faridpur

2, Himalaya Trading center, Hazratola, Goalchamot,Faridpur

Mobile # 01715935555

12 AK Traders

Bazar Road, Barisal

Phone # 0431-64320

Mobile # 01715040636

13 Silicon Telecom

Al- Marzan Shopping Mall

Kumar potty Road

Jhalokathi.

Mobile-0192438288

14 Mobile Plaza

1st Floor, Talukder Bhaban, Sadar road, Bhola

Phone # 0158-326687

Mobile # 01715213478

15 Sree Guru Bhandar

Pro. Amal krisno Banik, Bazar Road, Pirojpur.

16 Baral Traders

Sadar Road, Notun Bazar, Patuakhali

Phone # 0441-62540

Mobile # 01712895567

17 M/s. Zaman Electronics

Sadar road, Barguna

Mobile # 0171755223

18 AA International

Karim Bhaban, Kulpuddi Sarak,

Madaripur.

Grameen Distribution Ltd.
Sales Status
Particulars October/09 November/09 December/09 January/10
Retail Distribution Stock age 34622 pcs 46900 pcs 35853 pcs 34729 pcs
Corporate Sale 387 pcs 261 pcs 319 pcs 308 pcs
Outlet Sales 621 pcs 784 pcs 547 pcs 568 pcs
GPCO 820 pcs 671 pcs 707 pcs 721 pcs

2.15 Distributing Area:

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.

2.17 Selling Process:

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, like- sales 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.

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:

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 13th 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-1208
N-1209
N-1616
N-2220
N-2323c
N-2330c
N-1661
N-1680c
N-2600
N-2630c
N-2680s
N-2690
N-2700c
N-3600s

3600s

N-3120c
N-2730c
N-5000
N-5130
N-5230
N-5310
N-5530
N-5630
N-5730
N-5800
N-6120
N-6300
N-6303
N-6500s
N-7210c
N-7230c
N-6700c
N-6720c
N-6760s
X6
X3
N79
N81
N85
N95
N97
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.

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:

Distribution channel of corporate client:

Distribution Channel of ultimate 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.

STRENGTH:

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.

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 handset is a little bit more then the female.

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

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:

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:

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:

.

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 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:

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:

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 forCompetitive 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 Types of

Statement

Total score Average

Score

Result
1. I am totally dissatisfied with promotion 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 Types of

Statement

Total score Average

Score

Result
2. I’m fully satisfied with the distribution 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 Types of

Statement

Total score Average

Score

Result
3. The quality of Nokia handset is satisfactory Positive 68 3.7 Nearly agree position.

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

Statement Types of

Statement

Total score Average

Score

Result
4. I’m fully Satisfied with the pricing of handset Positive 59 3.2 Nearly agree position

Figure 26: Their opinion toward the price of Nokia handsets are in satisfactory position.

Overall retailer satisfaction on GDL

Statement Types of

Statement

Total score Average

Score

Result
1. I’m totally dissatisfied with promotion Negative (-) 50 2.7 Nearly medium position.(neither agree or disagree)
2. I’m fully satisfied with the Distribution Positive (+) 66 3.6 Nearly agree position
3. The Quality of Nokia handset is Satisfactory Positive

(+)

68 3.7 Nearly agree position
4. I’m fully Satisfied with the pricing of handset Positive (+) 59 3.2 Nearly agree position

Figure: 27

Part-6

Major Findings:

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

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

View With Charts And Images  

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 be- a 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)

NURJAHAN BEGUM

Chairman

(ii)

Mr. Sheikh Abdud Daiyan

Managing Director, Grameen Fund

(iii)

Mr. Md. Shahjahan

General Manager, Grameen Bank

(iv)

Mr. Md. Siddiqur Rahman

General Manager (Audit), Grameen Bank

(v)

Mr. Hossain Ali

Deputy General Manager, Grameen Bank

(vi)

Mr. Mohammad Ashraful Hasan

Managing Director, Grameen Knitwear

(vii)

 

SL

 

508,Jess Tower,4th floor,

M.K. Road, Jessore

Phone:0421-63849

Mobile:01711805320

06

Labiba International

305 Ishaque Sharok

Shankarpur, jessore.

Phone-0421-68085

Mobile: 01711217961

07

Hello Prithibi

Hospital Road, Narail

Mobile # 01711448844

08

Hossain Trade Link

39,H.S.S Road, Jhenaidah

Phone # 0451-62360

Mobile # 01711800657

09

Mallik Enterprise

Mallik Bhaban, Syed Atar Ali Road,

Magura

Mobile # 01712990127

10

Sureka Enterprise

21, Rajarhat Road, Kustia-7001

Phone # 071-62188/53687

Mobile # 01714052554

11

Hello Faridpur

2, Himalaya Trading center, Hazratola, Goalchamot,Faridpur

Mobile # 01715935555

12

AK Traders

Bazar Road, Barisal

Phone # 0431-64320

Mobile # 01715040636

13

Silicon Telecom

Al- Marzan Shopping Mall

Kumar potty Road

Jhalokathi.

Mobile-0192438288

14

Mobile Plaza

1st Floor, Talukder Bhaban, Sadar road, Bhola

Phone # 0158-326687

Mobile # 01715213478

15

Sree Guru Bhandar

Pro. Amal krisno Banik, Bazar Road, Pirojpur.

16

Baral Traders

Sadar Road, Notun Bazar, Patuakhali

Phone # 0441-62540

Mobile # 01712895567

17

M/s. Zaman Electronics

Sadar road, Barguna

Mobile # 0171755223

18

AA International

Karim Bhaban, Kulpuddi Sarak,

Madaripur.

Grameen Distribution Ltd.

Sales Status

Particulars

October/09

November/09

December/09

January/10

Retail Distribution Stock age

34622 pcs

46900 pcs

35853 pcs

34729 pcs

Corporate Sale

387 pcs

261 pcs

319 pcs

308 pcs

Outlet Sales

621 pcs

784 pcs

547 pcs

568 pcs

GPCO

820 pcs

671 pcs

707 pcs

721 pcs

 

2.15 Distributing Area:

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.

 

 

 

 

 

2.17 Selling Process:

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:

Planning and Preparation

Opening the call

Product Audit and Merchandising

Presentation

Objection Handling

Closing the Call

Administration

 

 

 

                   
 

 

N-1202

 

 

 

N-1203

 

 

 

N-1208

 

 

 

N-1209

 

 

 

N-1616

 

               
       
 
 

 

 

 

               
       
 
 
 

 

 

                   
   

 

N-2220

 

 

 

N-2323c

 

 

 

N-2330c

 

 

 

N-1661

 

 

 

N-1680c

 

 

 

 

 

                   
         
 
 
 

 

 

                       
 

 

N-2600

 

 

 

N-2630c

 

 

 

N-2680s

 

 

 

N-2690

 

 

 

N-2700c

 

 
   

 

N-3600s

3600s

 

 

 

 

 
 

 

 
 

 

N-3120c

 

 
 

 

 

N-2730c

 

       
 

 

N-5000

 

   

 

N-5130

 

 
       
   
 

 

 

 

 

           
     
 

 

 

                   
 

 

N-5230

 

 

 

N-5310

 

 

 

N-5530

 

 

 

N-5630

 

 

 

N-5730

 

 

 

 

       
   
 

Factors Considered before purchasing:

Figure 4

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

 

Figure – 4: 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.

 

 

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

Types of

Statement

Total score

Average

Score

Result

1.

I am totally dissatisfied with promotion

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

Types of

Statement

Total score

Average

Score

Result

2.

I’m fully satisfied with the distribution

Positive

66

3.6

Nearly agree position .

           

 

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

Statement

Types of

Statement

Total score

Average

Score

Result

3.

The quality of Nokia handset is satisfactory

Positive

68

3.7

Nearly agree position.

           

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

 

 

 

 

Statement

Types of

Statement

Total score

Average

Score

Result

4.

I’m fully Satisfied with the pricing of handset

Positive

59

3.2

Nearly agree position

           

 

Figure 26: Their opinion toward the price of Nokia handsets are in satisfactory position.

 

Overall retailer satisfaction on GDL

 

Statement

Types of

Statement

Total score

Average

Score

Result

1.

I’m totally dissatisfied with promotion

(+)

68

3.7

Nearly agree position

4.

I’m fully Satisfied with the pricing of handset

 

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

View With Charts And Images  

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 be- a
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)

NURJAHAN
BEGUM

Chairman

(ii)

Mr.
Sheikh Abdud Daiyan

Managing
Director, Grameen Fund

(iii)

Mr.
Md. Shahjahan

General
Manager, Grameen Bank

(iv)

Mr.
Md. Siddiqur Rahman

General Manager (Audit),
Grameen Bank

(v)

Mr.
Hossain Ali

Deputy General Manager,
Grameen Bank

(vi)

Mr. Mohammad Ashraful Hasan

Managing
Director, Grameen Knitwear

(vii)

Director,
Grameen Bank

SL

SL


01


M/S. Razzak Brothers

Kali Bari Road, Khulna-9100

Phone # 041-720543

Mobile # 01711385224

02

Prime Media

Alam Market,Shahid kajol
Sarani

Polashpole, 1st
floor, Satkhira.

Mobile: 01715166888

03

Nahil International

5, Karmakar Potty(1st
floor)

Bagerhat-9300

Mobile- 01721673767

04

Ice
World

Moslim-uddin Plaza (1st
Floor), Chowrangi, Gopalgonj-810000.

Mobile # 01713338426

05

508,Jess Tower,4th
floor,

M.K. Road, Jessore

Phone:0421-63849

Mobile:01711805320

06

Labiba International

305 Ishaque Sharok

Shankarpur, jessore.

Phone-0421-68085

Mobile: 01711217961

07

Hello Prithibi

Hospital Road, Narail

Mobile # 01711448844

08

Hossain Trade Link

39,H.S.S Road, Jhenaidah

Phone # 0451-62360

Mobile # 01711800657

09

Mallik Enterprise

Mallik Bhaban, Syed Atar
Ali Road,

Magura

Mobile # 01712990127

10

Sureka Enterprise

21, Rajarhat Road,
Kustia-7001

Phone # 071-62188/53687

Mobile # 01714052554

11

Hello Faridpur

2, Himalaya Trading center,
Hazratola, Goalchamot,Faridpur

Mobile # 01715935555

12

AK Traders

Bazar Road, Barisal

Phone # 0431-64320

Mobile # 01715040636

13

Silicon Telecom

Al- Marzan Shopping Mall

Kumar potty Road

Jhalokathi.

Mobile-0192438288

14

Mobile Plaza

1st Floor,
Talukder Bhaban, Sadar road, Bhola

Phone # 0158-326687

Mobile # 01715213478

15

Sree Guru Bhandar

Pro. Amal krisno Banik,
Bazar Road, Pirojpur.

16

Baral Traders

Sadar Road, Notun Bazar,
Patuakhali

Phone # 0441-62540

Mobile # 01712895567

17

M/s.
Zaman Electronics

Sadar road, Barguna

Mobile # 0171755223

18

AA
International

Karim
Bhaban, Kulpuddi Sarak,

Madaripur.

Grameen
Distribution Ltd.

Sales Status

Particulars

October/09

November/09

December/09

January/10

Retail Distribution Stock age

34622 pcs

46900 pcs

35853 pcs

34729 pcs

Corporate Sale

387 pcs

261 pcs

319 pcs

308 pcs

Outlet Sales

621 pcs

784 pcs

547 pcs

568 pcs

GPCO

820 pcs

671 pcs

707 pcs

721 pcs













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.

N-1202

 

N-1203

 

N-1208

 

N-1209

 

N-1616

 

N-2220

 

N-2323c

 

N-2330c

 

N-1661

 

N-1680c

 

N-2600

 

N-2630c

 

N-2680s

 

N-2690

 

N-2700c

 

N-3600s

3600s

 

N-3120c

 

N-2730c

 

N-5000

 

N-5130

 

N-5230

 

N-5310

 

N-5530

 

N-5630

 

N-5730

 

N-5800

 

N-6120

 

N-6300

 

N-6303

 

N-6500s

 

N-7210c

 

N-7230c

 

N-6700c

 

N-6720c

 

N-6760s

 

X6

 

X3

 

N79

 

N81

 

N85

 

N95

 

N97

 

E52

 

E66

 

E63

 

E72

 

E71

 

E75

 

  • 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

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.
  • 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.
  • 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.

Statement

Types of

Statement

Total score

Average

Score

Result

1.

I am totally dissatisfied with
promotion

Negative

50

2.7

Nearly medium position.(neither agree
or disagree).

Statement

Types
of

Statement

Total
score

Average

Score

Result

2.

I’m fully
satisfied with the distribution

Positive

66

3.6

Nearly agree position .

Statement

Types
of

Statement

Total
score

Average

Score

Result

3.

The quality of
Nokia handset is satisfactory

Positive

68

3.7

Nearly agree position.

Statement

Types
of

Statement

Total
score

Average

Score

Result

4.

I’m fully
Satisfied with the pricing of handset

Positive

59

3.2

Nearly agree position

Statement

Types of

Statement

Total score

Average

Score

Result

1.

I’m totally
dissatisfied with promotion

50

2.7

Nearly medium position.(neither agree or disagree)

2.

I’m fully satisfied with the
Distribution

Positive (+)

66

3.6

Nearly agree position

3.

The Quality of Nokia handset is
Satisfactory

Positive

68

3.7

Nearly agree position

4.

I’m fully Satisfied with the pricing
of handset

59

3.2

Nearly agree position

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

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:

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.

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 well-defined
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.

2.15 Distributing Area:

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.


2.17 Selling Process:

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:

Planning and Preparation

Opening the call

Product Audit and Merchandising

Presentation

Objection Handling

Closing the Call

Administration

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.

Distribution Ltd.:

·
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,
like- sales 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.


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:

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 13th 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.

 

 






















Price: Price is the amounts of money customers have to pay to
obtain the product. The prices of Nokia handset are set by Nokia.

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:

Distribution
channel of corporate client:

Distribution Channel of
ultimate customer:

 

: 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.

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.


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.

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.

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.

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)

The objective of this section is to identify the gender distribution o
Phone users in Dhaka.

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 handset is a little bit more then
the female. 

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

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:

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.

Figure 4

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

Figure – 4:Preferred Outlet to purchase NOKIA Phone:

.

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
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:

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:

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

.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.

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. 

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.

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

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

Figure 26: Their
opinion toward the price of Nokia handsets are in satisfactory position.

Overall retailer satisfaction on GDL

Figure: 27

Part-6

Major Findings:

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.

·
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.

·
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.

The Prothom Alo is more popular
newspaper then other newspaper in Bangladesh. So advertisement in The Prothom
Alo would give Nokia more coverage.

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 (12th
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