Analysis on distributor classification model of Banglalink Digital Communication Limited

Abstract

Banglalink Digital Communication Limited, as a telecom company, has the fastest growing subscriber base in Bangladesh. This phenomenal growth is driven by the people of the organization like its Employees, Distributors, Retailers and other field forces. The total sales market of this organization is directly handed by 105 Distributors. Distributors are the direct sales forces of the organization. They control the whole retail markets and sale company products to retailers. They are mainly the wholesalers of Banglalink and from them retailers are received company products to sell in the market. So in order to achieve such growth, distributors need to be classified individually, trained well and they need to be rewarded properly to be more proficient and relevant in the current market. Banglalink puts in a significant investment in distributors annual training budget, where the training programs are very sophisticated and some of them are international. The Company has also invested huge money to arrange different types of refreshment program to motivate distributors and also focusing on attractive commission and reward system for distributors. These attempts are highly necessary because such investments should be very effective for the company and it should be profitable in the long-run. This report is focusing on the classification methods of distributors of Banglalink. It also describes some other systems like training program, their commission & reward process through which Distributors performance measures and can enhance their performance level and productivity. In order to classify Distributors properly, Banglalink splits 105 distributors in 12 regions such as Chittagong, Comilla, Rajshahi, Bogra, Sylhet, Mymensingh, Khulna, Barisal, Dhaka East, Dhaka West, Dhaka South & Dhaka Outer. They are always monitored by their daily, weekly, monthly & yearly sales. Each regional distributor competes with others region so that best region can get better care from Banglalink and can serve more effectively. Based on each regional sales growth and to compete with competitors, Banglalink organizes distributors commission structure, provides effective Training & Development Program, arranges different motivating reward giving programs like “Distributors’ Meet” to ensure Distributors satisfaction and company value. That’s why Banglalink has taken one of the highest positions in this competitive telecom market. The major findings of this report is to examine each distributors performance of Banglalink with proper techniques and justification, to evaluate the best performers and to provide them proper care and reward to motivate and retain them so that they can serve for Banglalink in the long run and can increase company revenue and growth.