Chapter: 01Introduction

INTRODUCTION

The basic function of telecommunication is to connect people through voice transfer and via Internet. Apart from this basic function, telecommunication has already started introducing some diversified areas with the help of its mobile network. Mobile technology is presently providing various cheap solutions in people's daily life. The traditional thinking of connecting people through mobile phone is far behind in comparison with the present scenario. Information technology enables telecom companies to provide economic solutions with a very cheap and easily available access, which was earlier costly and not accessible to some extent.

Today, The Globe is a village and telecommunication has become a day-to-day necessity of the people. Most of the people own and use mobile phones as an important device and depend on these for their ultimate connectivity. Mobile phone is becoming a very common measure of communication in our country. The number of mobile user is increasing day by day. It is a very attractive market for the mobile connection providers. Presently there are six companies in the market. Each of them is trying to maintain and increase their market share. Among them Robi Axiata Limited is one of the leading company in this sector (31.2 million subscriber).

ORIGIN OF THE REPORT

This report is a Graduation requirement for the BBA students of University of Dhaka. This study is a partial requirement of BBA curriculum at the University of Dhaka. The main purpose of report is to get the student exposed to the real business world. Being the student the main challenge was to translate the theoretical concepts into real life experience. The report and the study have following purposes: To get and organize detail knowledge on the practical business world. To experience the real business world. To compare the real scenario with the lessons learned in course. To fulfill the requirement of BBA Program. This report is the result of hard work on the management function on Robi Axiata Limited and is prepared as a requirement for the completion of the BBA program. As a result we need to submit this report based on the Management Functions of Robi Axiata limited. This report also includes information on the Management functions of Robi Axiata Limited.

OBJECTIVE OF THE REPORT

The objective of the report can be viewed in two forms: General Objective Specific Objective

General Objective: This report is prepared primarily to fulfill the Bachelor of Business Administration (B.B.A) degree requirement under the Department of Banking and Insurance, University of Dhaka.

Specific Objective: More specifically, this study entails the following aspects: To give an overview of Robi Axiata Limited. To know about the management functions of Robi Axiata Limited.

SCOPE OF THE REPORT

The report covers a short history and business description of Robi Axiata Limited The organizations performance in the functional activities of management of Robi Axiata Limited. Many professionals can learn a bird's eye view about the tools and techniques followed by the organization required for supporting their managerial activities.

METHODOLOGY

Primary Sources: The primary data was collected from the employee of the Robi Axiata ltd.

Secondary Sources: Internal sources- Different documents provided by concerned officers and different circulars, manuals and files of the organization. External source- Different websites related to the telecom sector and online resources.

LIMITATION

Depending on the information from members of corporate strategy Division, this report is prepared. Though the report would be helpful to Robi Axiata Limited a lot, some people were reluctant to provide feedback. Some concerned might think that the information associated with them were confidential enough to disclose to the external world.

ORGANIZATIONAL PROFILE

Robi Axiata Limited is a joint venture between Axiata Group Berhad, Malaysia and NTT DOCOMO INC, Japan. Robi Axiata, formerly known as Telekom Malaysia International (Bangladesh), commenced operations in Bangladesh in 1997 with the brand name AKTEL. On 28th March 2010, the service name was rebranded as Robi and the company came to be known as Robi Axiata Limited.

Robi is a truly people-oriented brand in Bangladesh. We stand as the people's champion and are there for the people of Bangladesh where they want and how they want. With local tradition at its core, Robi marches ahead with innovation and creativity.

To ensure leading-edge technology, Robi draws from the international expertise of Axiata and NTT DOCOMO Inc. Robi supports 2G voice and 3G video calls, CAMEL Phase II & III, and GPRS/EDGE as well as 3.5G data service, offering high speed internet connectivity. The companys GSM service is based on a robust network architecture and cutting edge technology such as Intelligent Network (IN), which provides peace-of-mind solutions in terms of voice clarity, extensive nationwide network coverage and multiple global partners for international roaming Robi has the widest International Roaming coverage in Bangladesh connecting 600 operators across more than 200 countries. Our customer-centric solutions include value added services (VAS), quality customer care, easy access call centers, digital network security and flexible tariff rates.

SHAREHOLDERS

Shareholdings

Robi Axiata Limited is a Joint Venture company between Axiata Group Berhad (70%) and NTT DOCOMO INC. (30%)

Axiata Group Berhad

Axiata is an emerging leader in Asian telecommunications with significant presence in Malaysia, Indonesia, Sri Lanka, Bangladesh and Cambodia. In addition, the Malaysian grown holding company has strategic mobile and non-mobile telecommunications operations and investments in India, Singapore, Iran, Pakistan and Thailand. Axiata Group Berhad, including its subsidiaries and associates, has approximately 120 million mobile subscribers in Asia, and is listed on Malaysias Stock exchange (Bursa Malaysia).

NTT DOCOMO INC

NTT DOCOMO INC is the world's leading mobile communications company and the largest mobile communications company in Japan. DOCOMO serves over 56 million customers, including 44 million people subscribing to FOMA, launched as the world's first 3G mobile service based on W-CDMA in 2001. DOCOMO also offers a wide variety of leading-edge mobile multimedia services, including i-mode, the world's most popular mobile e-mail/Internet service, used by 48 million people. With the addition of credit-card and other e-wallet functions, DOCOMO mobile phones have become highly versatile tools for daily life.

Chapter: 02Planning

Mission and vision

Vision: to be a leader as a telecommunication service provider in Bangladesh.

Mission:

EMPOWERING YOU: We are there for you, where you want and in the way you want, in order to help you develop, grow and make the most of your lives through our services.

Principles & Purpose

Uncompromising Integrity

We will be legally, ethically, and morally correct. - Our conduct will be fair and honest. - We will listen, seek understanding and encourage open dialogue. - We will be passionate in pursuing our beliefs - We will treat others with dignity, valuing and benefiting from diversity - We will be accountable for our actions and behaviors on fellow employees, customers, shareholders, and the communities in which we operate. - We will be courageous in sharing our work and bold to learn and improve from our mistakes - We will adhere to our Code of Conduct, protect and uphold it.

Customer at the Centre

We will be customer centric delivering their needs in terms of value, quality and satisfaction. - Our customer focus will be unrelenting in creating positive experience, at every point of interface, sale and post-sale. - Simplicity will be the key for the customer to learn about us, buy from us, and get support from us whenever, wherever. - We will strive for continuous innovative solutions in every sphere of our work. - We will engagement with the customers to know their demands and design our actions to care for them better than our competitors can. - We will not be distracted from creating and providing value for our customers.

I Can, I Will

Ensure our efforts produce desired results. - Seize opportunities at the right time and execute them on time. - Go beyond our scope, strive for and achieve excellence. - Do what it takes to ensure delivery of results not waiting for delegation. - Go that extra mile, setting ambitious goals to ensure our efforts bring success. - Have the courage to say and do what it takes in order to ensure success Page 8 of 50

Planning process of ROBI with KPI: The role of Key Performance Indicators (KPIs) Many institutions make use of Key Performance Indicators or KPIs as part of their strategic planning activity KPIs can be defined as Financial and non-financial measures or metrics used to help an organization define and evaluate how successful it is, typically in terms of making progress towards its long-term organizational goals. (Wikipedia)

Steps of planning process of ROBI: Key performance indicators measure the quality of an organizations performance and assist in developing performance goals and strategies. In many cases, key performance indicators are posed as questions that need to be answered, and the answers provide the indications of organizational performance and strategic development. While developing key performance indicators might seem like a challenging task, it is an essential one for a company that plans to succeed. What is more, developing key performance indicators takes time but is not necessarily difficult; it requires largely the ability to bridge the gap between goals and results.

Step 1 Identify the results ROBI expect. In order to measure your organizations performance with key performance indicators, ROBI first need to know what the goals actually are. It is, after all, difficult to establish rate of success without an expectation for success. Establish clear goals that reflect various areas of ROBI: asset management, revenue and profit, spending, safety and so forth. Key performance indicators are not limited to income; focus on a variety of areas. Review the companys business goals, and apply these to the desired results.

Step 2 Establish the numbers ROBI needs to reach its goals. This step goes beyond just identifying the results; it gives shape to those results with actual numbers that represent objectives. ROBI analyze about how much profit the company needs to make, how many new customers it needs to add, how much money it needs to save, how many safety violations it needs to avoid and so forth. ROBI that makes $50 million a year might have a goal of making $55 million a year. That $55 million is a specific, clear goalmore than just a goal of increasing company profits.

Step 3 Identify the progress that has occurred so far. Key performance indicators work alongside specific company activities, and developing indicators for future activities requires an understanding of what has already occurred or is in the process of occurring. If the company Page 9 of 50

has a goal of making $55 million a year and is currently making $50 million a year, the company is approximately 90.90 percent of the way toward its goal.

Step 4 Determine the percentage of change that has occurred within each area of review. In other words, take a closer look at the current numbersnot focusing right now on the future numbersand consider what has happened in the past. Doing so will enable you to create more effective goals for the future. Look at the percentage of change on different scales: the change in profits from one July to the next, or the number of safety violations between one month and the next.

Step 5 Establish the frequency of reviewing these indicators. Looking at key performance indicators should not occur just once but should be a process that occurs at stated intervals over time. And each area of a company studied will require a different frequency. Company profits might need to be reviewed only quarterly, whereas safety issues should be reviewed monthly. Determine the frequency based on the nature of the company sector.

Some Marketing KPIs of ROBI: Sales, Brand Awareness, Repeat Business, Market Share, Internet Activity of ROBI.

Corporate Strategy: Corporate Strategy Division of Robi Axiata Limited does the planning process. There are total 26 employees in the division including the Chief Strategy Officer. Main tasks of this division embraces managing new business development, business strategy, business planning (BP) including BP projects, risk management, performance management and quality management system. The division is broadly divided into two departments. They are: Corporate Management & Strategy Planning (CMSP) New Business Development.

Corporate Management & Strategy Planning (CMSP): CMSP is one of the major departments of Robi as it defines strategies, maintaining management & actions of process documents. The department has 8 employees headed by the Executive Vice-President of the Division. CMSP controls quality management system, risk management strategy & control, performance management, long-term & short-term business development, & business analysis. Responsibilities of each part are given below Quality Management System (QMS) Risk Management Strategy & Control (RMSC) Performance Management

Long-term & Short-term Business Development Business Analysis

New Business Development: This is the second broad category of corporate strategy division consisting 18 employees headed by the Executive Vice-President of the Division. New Business Development controls emerging technologies, new business development, business analyst, & project specialist. Emerging Technologies New Business Development Business Analyst

SWOT Analysis of Robi: Strength Strong Brand images to overall Customer through Advertising, Posturing, and Sponsorship etc.

Offer quality products. Robi always support an entrepreneur thats why the organization have different product for them named Uddokta & Easy Load Tariff.

Robi is using better equipment to give better service to their customers. Now they are using Nokia-Siemens instead of Alka-tell to provide best quality Network.

Good relationship with retailer.

Weakness The customer of Robi face Network problem outside the Dhaka and sometimes even inside Dhaka.

The company could not cover all the rural area with their network which is making some dissatisfaction among the customers.

Average revenue of Subscriber life cycle is all most equal to the SIM tax. As a result it

Becomes very difficult to take out profit from the operation.

Opportunities Continuously increase the using rate of mobile phone in Bangladesh thats why Robi

Has the opportunity to increase their customer base. As Robi is using Bangla name for their products, it helps the customer to understand

The meaning of the products very well, thats why they understand which tariff, is best For them. So they buy it more. Mostly this is suitable for uneducated people of Bangladesh and also for rural people. Increasing income of population. As much they earn that much they need to using

Mobile to fulfill their working requirement. Threats Restriction of Government regulations.

There are five strong competitors are existing in Bangladesh for Robi. So Robi has to face high competition to retain the customers.

Because of the aggressiveness of the competitors and customers connection

Switching behavior, Robi is constantly losing their market share. If it is going on, then its very difficult for the company to exist.

Corporate social responsibility of ROBI: Nirapod Pani, Sushtho Jibon: Water Treatment Plant

Picture 01: Water Treatment Plant

Safe drinking water facility for railway passengers at different divisional railway stations set up by Robi Axiata Limited The water tank with the capacity of 5000 liter of safe drinking water per hour to meet thirst of the huge number of railway passengers (more than 55 thousands passengers traveling daily through these stations) There are separate water taps kept for male, female, one is dedicated for the disabled people and ablution.

Robir Alo:

Picture 02: Robir Alo Electricity is an essential need for living but many people in Bangladesh do not have any access to it. There are still many villages without any supply of electricity thus denying the villagers there the opportunity to lead a better life. Robi has taken an initiative to contribute towards reducing the energy crisis through providing solar driven technology among the underprivileged people of off-grid areas as well as helping to reduce CO2 emission. Keeping these in mind, Robi Axiata Limited has already built a mega solar panel and distributed solar power home solution among 150 families with 2 lights & a mobile charger at Kaluar Char village of Razarhat Upazilla of Kurigram district for free of cost. This mega panel will provide electricity for 4 hours to each household along with all sort of technical supports for 5 years. Following the success and considering the importance of the project in the Kaluar Char village, Robi has extended the project to another 440 houses which include several houses in this village and in adjoining villages. Under the 2nd Phase rest of the houses in Kaluarchar, the two adjacent villages Chor Joy Kumer & Kismat Cinay have been covered. The Grid Capacity for the 150 (Ph-1) and 440 (Ph-2) houses are 2.5 KW and 9.18 KW respectively. Under Robis CSR pillar Environment this initiative has changed and having a positive impact on the socio economic development of the local people. In brief we can say, the project has in truer sense has illuminated their daily life and given them an opportunity to change their lifestyle and be in touch with one of the best discovery of the modern technology.

Robi Internet Corner: Under this campaign Robi with the support of Department of Public Libraries has established internet corners at all seven divisional public libraries with the objective of giving opportunity to all to know the benefits of internet. Robi believes that the users will be able to explore the world through this free internet service. Basic Computer Training by Robi employee:

Picture 03: Basic Computer Training by Robi employee. Robi Axiata Limited has initiated a training program on Basic Computer Knowledge for the students of 72 colleges in 64 districts where Robi has already implemented Computer Corners to increase IT literacy among the students of rural and semi-urban areas. Robi employees visit the colleges to conduct day long Basic Computer training. The initiative has started from March 01, 2012. The 1st phase has finished on December 26, 2012.

Chapter: 03Organizing

ORGANIZATION STRUCTURE OF ROBI The organization is headed by its Chief Executive designated as the Managing Director entrusted with overall responsibilities of business direction of the organization and leading dynamically towards the attainment of its purpose and principles. In attaining the purpose and principles, the Chief Financial Officer, General Managers & department Heads assists the MD. Robi has established a strong and formidable sales channel, which consists of direct dealers and its own sales force.

The organization has an executive committee, which includes Chairman, Directors, Managing Director, Chief Financial Officer and other General Managers. Divisions & Departments of Robi Axiata Ltd: Robi is operating with following Divisions / Departments having its establishment in different locations at Dhaka, Chittagong and other regions of Bangladesh. Robi Axiata Limited consists of 9 big divisions each containing several departments according to the division & organizational need. The organization is headed by a Chief Executive Officer/Managing Director. Each division is headed by CXOs & each department is headed by either an EVP or VP but sometimes EVP holds responsibilities of more than one department. General Managers are there to coordinate between departmental heads & employees. Managers are given specific tasks, programs, plans or analysis to be done. Specialists & Officers are entry level positions who perform different types of job given by managers or general managers. Here is a brief of all the divisions. Robi has following divisions and departments: Finance Division Commercial Division Information Technology Division Technical Division Human Resources Division Revenue Assurance Department Regulatory Affairs Department Internal Audit Department Corporate Affairs Department Corporate Strategy Department Supply Chain Management Department Credit Control Department Legal & Compliance Department Security & Safety Department MDs/CEOs Office Market Operation: Market operation division is responsible for acquiring monthly targeted sales given by top management. The division works to develop brand & market communication, sales of corporate & business products, maintenance of contact centre as well as participate in building up pricing strategy of new products. Finance: Finance is the heart of any business functions because they are responsible for budgeting. Finance division of Robi Axiata Limited is accountable for financing into different proposals, business partnering, as well as new product development. Finance controls financial accounting, creating salary sheets for employees, maintaining compliances & so on. SCM & corporate finance is another task of this division. Corporate Strategy: Main task of corporate strategy division is to analyze monthly growth, revenue, KPIs as well as develop new business proposals for Robi. The division is responsible to plan for organizational growth. Corporate Regulatory Affairs & Legal: This division is known as CRL which is in charge of all the CSR activities approval, analysis of event management & sponsorship, maintaining relations with media, handling legal issues by govt. & so on. Two of the most renowned faces are incorporating the division. Human Resources: Human resource or HR mainly works for recruiting new employees, providing training for existing employees; circulate salary to employees account, employee motivation, as well as organizational development. HR also takes the responsibility of maintaining good relations among all the employees. Technology: It is the division which provides IT support to all the divisions & departments of Robi. Main tasks of this division is maintenance of regional IT operation along with establishing BTS, central network monitoring, technology compliance, supporting employees by providing necessary hardware & software, support contact centre etc. Controlling Robi website as well as intra-division & departmental websites is also an important task of technology. Administration: Administration division works to control the business facility layout, safety & maintenance, controlling overall employee management, security staffs & personnel management etc. Besides, maintaining alternative sites for emergency evacuation is also a part of administrative job. Enterprise Program Management: Enterprise program management (EPMO) works closely with the CXOs in developing or participating different management programs. Along with the Corporate Strategy division, EPMO defines business objectives, goals, policies for business & contribute for dissimilar projects to take place.

Internal Audit: Internal audit division of Robi works to ensure worth of operations, reliability of financial reporting, determining & investigating fraudulent activities, safeguarding assets in accordance with the law & regulations.

TOP MANAGEMENT

In robi there is one CEO, Michael Kuehner. There are five Chief Executive Officers such as Matuil Islam Nowshad (CHRO), Mahtabuddin Ahmed (CFO), A.K.M Morshed (CTO), Pradeep Shrivastava (CMO), Rozano Marius Planta (Country Head, Digital Service).Under this five Chief Executive Officers there are seven Executive vice Presidents. Under these seven Executive vice Presidents there are Thirty one vice presidents. In ROBI there are four General Managers. All are the part of top management of ROBI. Divisions & Departments of ROBI Corporate Strategy Division

Figure 03: Corporate Strategy Division. Corporate Strategy Division of Robi Axiata Limited. There are total 26 employees in the division including the Chief Strategy Officer. Main tasks of this division embraces managing new business development, business strategy, business planning (BP) including BP projects, risk management, performance management and quality management system. The division is broadly divided into two departments. They are: Corporate Management & Strategy Planning (CMSP) & New Business Development.

Chapter: 04 Staffing

Human Resource Division of Robi Robi human resource system is one of the best systems in Bangladesh. The strategy of human resource division is followed from AXIATA strategy. The strategy that followed by HRD is given bellow. VISION: vision crystallizes their employee focus as the cornerstone of everything they do; to help their customers get the full benefit from communications services in the customers daily lives. It describes their future ambition, sets a common direction across the group, and inspires all employees to imagine how they can contribute. Their values describe what behaviors are necessary to realize that vision. HR is a Critical Enable for Robi Axiata Ltd (Robi) in the pursuit of its Strategic Goals. HR is a key to ensuring An Organization, that provides a competitive advantage by being simple, aligned and efficient. A Culture centered on the employee and characterized by diversity, generosity and an international mindset. Leaders, Who have a passion for business, excel at empowering people and never compromise on Robi ethical standard. People, Who perform at the peak of their ability because they feel a sense of mission, accomplishment and growth? The hierarchy of HRD

Figure 04: The hierarchy of HRD Recruitments & selection process at Robi As we know, recruitment refers to the finding possible candidate for the position in the organization. And Selection is a process by which candidates employment are divided in to two classes those who will be offered employment and those who will not. Recruitment and selection is one of the most important functions for every organization. There is a recruitment and selection process that a company should follow. In Bangladesh perspective many company does not follow any specific process for recruitment and selection. In Robi recruitment and selection is done by a specific process and which is structured. It starts with manpower requisition and end with appointment. After that Robi arranges various types of training and development program for the employees to develop their skill. In true sense Robi follow a developed recruitment process for selecting right people in right place. In recruitment & selection process the main role is held by HR division in Robi. In the process, when there is a need of manpower, the required departments send the manpower requisition to HR consist the approval of MD. Then HR starts the process. The process includes some step or task that done by a sequential order. First step is manpower requisition. It comes from the division who has vacancies. It can be replacement or for the new candidates. In the second step the requisition comes to HR department the particular

officer of HR takes approval from the CHRO. Then the third step starts, HR give advertisement for the job, it can be external or internal. After collecting CVs HR starts sorting suitable CVs for that post. After sorting of CV the forth step starts. The forth step is written exam. Written exam has two parts, one is the HR parts and another is the particular departments parts. The candidates must have passed HR part. When a candidate passed the written exam then he or she gets call for interview. It is the fifth step of the process. Generally the candidate has to face one interview but sometimes they have to face two interviews. After interview a candidate is selected by the interviewers. Then the selected candidate has to go for medical checkup. It is sixth step. Then comes reference check step. Lastly selected candidates fill up joining forms and then he/she gets the appointment letter. This is the procedure that Robi HR follow to recruit people. Actually in Robi the recruitment and selection is totally control by HR division. HR division makes the policy for recruitment and selection and also takes decision sometimes that a department required manpower. When the requisition comes HR starts the process. HR also supervise that Recruitment and Selection are not simply mechanisms for filling vacancies rather they are viewed as the key factor for suitable placements. For a better recruitment and selection process HR arrange done some task like - collecting suitable and better CVs - arranging written exam - arranging interviews - ensure medical tests - Appointment letter and others. Basic rules of recruitment in Robi For recruitment in Robi HR follows some rules. These rules are set by HR for better recruitment and selection. The rules are Robi Recruitment is to hire the right kind of people at the right place selecting them through an effective process from the full of candidates in the job market. Effective recruitment will ensure the competency and the quality of the Performance of the whole organization. Robi Axiata Limited Recruitment does not allow any favor or preferential treatment to anyone. No one who is below 18 years of age can be hired as an employee for Robi on regular, contract or temporary status. Under no circumstances a regular or contract employee of any other organization is allowed to undertake regular or long term contract in robi.

Recruitment & Selection Process at Robi The Process of recruitment and selection at Robi is consisting of number of sequential steps. The following picture can show the process very clearly: