Warid Telecom

INTRODUCTION

Background of the Report: Our Course Instructor Mr. Md. Farhan Faruqui recommended us to prepare a report on "Warid Telecom" which will be regarded as the Term Paper for the summer 2007 semester. The report was supposed to find linkage among real-life advertisements by Warid Telecom and the theories taught in the classes of the course of Consumer Behavior.

Statement of the Problem: The report will try to answer the following questions:

 Is Warid Telecom applying the theories of Consumer Behavior in their marketing activities?

 Are the methods effective?

 Do the Consumers like their marketing activities?

 What is Warid's position in the market compared to other companies?

 Will these promotional messages ensure future success for Warid Telecom?

 What else Warid Telecom can do to ensure future success?

Statement of Purpose: The report will serve the following Purposes:

 Defining the practical application of theories of consumer behavior evident in Warid's marketing activities.

 Explaining the efficiency of Warid's marketing activities.

 Presenting a total picture regarding consumer feedback and responses.

 Describing Warid's position in the market.

 Few suggestions for Warid Telecom that will ensure long-term success for Warid Telecom

Scope of the Report: This report has been prepared within the following parameters:

 The report will cover the marketing activities and strategies undertaken by warid Telecom.

 The term paper is a comprehensive study of the consumer belief about Warid telecom. The report focuses on consumer's belief, perception, lifestyle etc. and presents a marketing strategy for Warid Telecom..

 The report is primarily based on customer feedback derived from the survey, which might not resemble the actual information due to sampling error.

Methodology: The marketing report has been prepared by utilizing information gathered from the primary source, the survey. Then the quantitative data was processed using the MS Excel software. In order to gather information, several secondary sources were accessed through the internet. Some data were collected from the homepage of Warid Telecom. Besides, the course instructor, Mr. Md. Farhan Faruqui has always helped us by providing information and vital guidance.

Limitations: We are pretty confident of the report's success but we believe it could have been improved. The following factors had limited our success significantly:

 The lack of co-ordination among group members.

 The view of consumers outside of Dhaka is not reflected in the report

 The vastness of the topic.

 The time-consuming survey.

 Some of the respondents failed to complete the questionnaire due to unavoidable reasons.

ORGANIZATIONAL BACKGROUND

This segment of the report will provide a short description regarding Warid Telecom and its parent company, The Abu Dhabi Group. The segment will include the following topics: Company Background, Vision Statement, Network, Research & Development, and Rumors & Controversy.

1. Company Background

Warid Telecom is backed by The Abu Dhabi Group, one of the largest groups in the Middle East. The group is led by His Highness Sheikh Nahayan Mabarak Al Nahayan who is also Minister of Higher Education and Scientific Research United Arab Emirates. 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. Warid Telecom started its operation in May 2005 from Pakistan. On June 30th, 2007, Singapore Telecommunications Limited (SingTel) and Warid Telecom announced that they have entered into a definitive agreement subsequent to which SingTel will acquire a 30 per cent equity stake in Warid Telecom for an estimated $758 million -- valuing the company at an enterprise value of $2.9 billion.

Warid Telecom Bangladesh Limited is a GSM-based cellular operator in Bangladesh. Warid is the sixed mobile phone carrier to enter the Bangladesh market. It is wholly owned subsidiary of Warid Telecom International LLC which is the part of an Abu Dhabi based consortium led by His Highness Sheikh Nahayan Mabarak Al Nahayan.

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 preceded by the code number of Bangladesh +880. Warid Bangladesh has acquired half a million subscribers with in two months 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 thee slogan be heard instead of we care.

2. Vision Statement

Warid Telecom's vision is "To be the leading national communication provider with a strong international presence."

Warid Telecom's brand values include:

Quality - Warid Telecom wants to make a difference to people's lives. Its optimism is contagious. Warid is passionate about what it