WELCOME

Group - 4
ABIR MAHMUD
MOFASSAL AZIZ
MD. NURUN NABI HOWLADER
PAPPU BANIK

INTRODUCTION
CityCell

Zoom Ultra
WebShohor

Background
In 1989 BTL was awarded a license to operate
cellular communication network. Later Pacific
Motors bought 50% of BTL. By 1996 BTL was
renamed as Pacific Bangladesh Telecom Limited
(PBTL) and launched the brand name
CityCell Digital

Mission Statement
PBTLs mission statement is To deliver
innovative, customer focused products and to
be the benchmark for customer service
excellence.

Vision
The Vision of the company is To be the
best-quality Service Provider in the
country.

GOALS
Providing customers with the best products
available
To increase market share by expanding the
network
Meet customer requirements
Establish service leadership through quality

OWNERSHIP STRUCTURE
SingTel - 45%
Pacific Motors Limited - 31.43%
Far East Telecom Limited - 23.57%

DECISION MAKING PROCEDURE

-Identification of a problem
-Generating and evaluation alternative courses of
actions
-Deciding on a preferred course of action
-Implementing the decision
-Evaluating results

SWOT
ANALYSIS

Strength
CityCell is the first cellular network operators in the
South Asian sub-continent.
CityCell the first and only user of the CDMA
technology
The relationship among their staff is very good
and they are friendly too, which creates a very
good working condition.

WEAKNESSES
Due to the unreliable economic condition of
our country many investors often feel
insecure to invest.
The technology is changing at a rapid pore
and it is very hard to keep pace with
technology.

OPPORTUNITIES
Legalization of the Voice Over Internet Protocol
(VOIP) business is a good opportunity

The biggest opportunity for CityCell is that they

still can come back as Market leaders and they
just need to work on the network

THREATS
GSM technologies provide land phone
services. They are considered as a major threat
to the mobile telecom industry using just
CDMA.
High network coverage of major GSM
utilizing company like Grameen Phone

HUMAN RESOURCE MANAGEMENT

In order to become an executive of CityCell a candidate
should at least be a graduate from any recognized
university in Bangladesh or abroad. The candidate must
first pass a written examination. Then according to the
importance of the post he may have to face more than
one interview before getting the final appointment.
Executives are also sometimes hired on the basis of
extraordinary performance during the internship period.
Officers are hired on the basis of their experience and
skills related to the specific field.

MARKETING
MIX

PRODUCTS
Handsets with Connection
Pre-paid Connections
Post-paid
Internet Modem

PROMOTION
Sales promotion of CityCell Company invented
some new criteria to develop their sales promotion.
They give some award in different sector of culture
like CityCell Channel I music award, CityCell
journalism award.
Advertisement is also a good way of sales
promotion

PRICE
CityCell to CityCell 25p 24-hr and other
operators 0.65p from 12 am to 5 pm and 1tk
after 5 pm till mid-night

SMS any time any number 0.5p

PLACEMENT
CityCell has extensive network coverage
throughout the country. They are continuously
expanding and upgrading the already
comprehensive network and to meet consumer
demand and maintain a high quality network,
CityCell already has network in Dhaka,
Chittagong, Sylhet, Khulna, Barisal and
Rajshahi.

CONCLUSION
CityCell has done well to enhance its customer
loyalty operating as market challenger in this
oligopoly industry. CityCell has decided to extend its
service line in order to better meet the customer
demand and sustain in the competition. CityCells
forthcoming service extension will create a significant
impact on its rivals operating in the same field. The
introduction of its new services would also close its
existing service gaps to great level ensuring
satisfaction and loyalty

ANY QUESTION?