The impact of media expenditure on market share in the Telecom Industry (July’13- June’16)

Abstract

I have prepared this report based on my three-month practical experience at Robi Axiata Limited. This internship program helped me to learn about the practical scenario of a Telecommunication Company. Robi Axiata Limited is a dynamic and leading countrywide GSM communication solution provider. It is a joint venture company between Axiata Group Berhad, Malaysia and NTT DOCOMO INC, Japan. Robi Axiata Limited, formerly known as Telecom Malaysia International (Bangladesh), commenced its operation in 1997 under the brand name Aktel among the pioneer GSM mobile telecommunications service providers in Bangladesh. Later, on 28th March 2010 the company started its new journey with the brand name Robi. This report has been presented based on my observation and experience gathered from the company. The organization has many divisions and departments but the focus is given more on the procurement process of SCM and Market Operation Buying Department. This report mentions about the overall media expenditure of last six months (July‟13- June‟16). I have made an analysis of investment in media by the telecommunication industry and based on the findings I have made a comparison for robi with the industry. Mainly, I worked with three media: TV, Radio and Press. In addition to that I have considered following analysis: by operator investment, By channel investment, by genre time share, by publication investment, by operator by page investment, average duration in TV used by operators and average duration in FM used by operators. However, I have done the calculation and analysis with raw data of media expenditure by the industry which I got from the monitoring agency of Robi. Finally I try to give some recommendation for Robi Axiata Limited.