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University of Information Technology & Sciences (UITS)A Term Paper On SWOT/TOWS Analysis of QubeeSubmitted By:1. Rafiqul awal ID : 09410066 2. Najrul Islam ID : 09410256 3. MD. Arifur Rahman ID : 09410149 4. Shafiqul Islam ID : 09410089 5. Rakib Hasan ID : 09410020Submitted To:Instructor Name : M. Momtajul Haq Azad Sr. Lecturer, School of Business, UITS.Submission Date: 6 April, 2010.Letter of Transmittal06 April, 2010 M. Momtajul Haq Azad, Sr. Lecturer, School of Business.UNIVERSI
Citation preview
University of Information Technology & Sciences (UITS)
A Term Paper On
SWOT/TOWS Analysis of Qubee
Submitted By:
1. Rafiqul awal 4. Shafiqul Islam ID : 09410066 ID : 09410089 2. Najrul Islam 5. Rakib Hasan ID : 09410256 ID : 09410020 3. MD. Arifur Rahman ID : 09410149
Submitted To: Instructor Name : M. Momtajul Haq Azad Sr. Lecturer, School of Business, UITS.
Submission Date: 6 April, 2010.
Letter of Transmittal
06 April, 2010
M. Momtajul Haq Azad,Sr. Lecturer,School of Business.UNIVERSITY OF INFORMATION TECHNOLOGY AND SCIENCES
Subject: Application for accepting term paper on Qubee.
Dear Sir,We have the pleasure to submit here with the term paper titled “SWOT analysis on Qubee” as a requirement for our Principles of Management (MGT-141) course.
Based on discussion and survey, we have incorporated the necessary materials to finalize that term paper.
We are particularly grateful to M. Momtajul Haq Azad (Sr. lecturer, School of Business) for his co-operation in helping us to achieve our purpose.
We also acknowledge our gratitude to those persons who have helped us and passed their valuable comments on the draft term paper. If you need assistance in interpreting this term paper please contact us at any time.
Sincerely yours,1. Rafiqul Awal2. Najrul Islam 3. Shafiqul Islam4. Md. Arifur Rahman5. Rakib Hasan
2
Acknowledgement
By the cordial mercy of Allah, now we will be able to submit our report to our honorable
teacher M. Momtajul Haq Azad we strongly believe that it would not be possible
preparing such a report without his help.
Now we would like to thank our honorable teacher M. Momtajul Haq Azad for his keen
efforts and invaluable guidance, helped us to understand, what the modern concept of
SWOT / TOWS analysis which help us to complete this successful completion of the
report.
This acknowledgment will remain incomplete if we don’t thanks to this person who
helped and being corporate with us specially Fayyad Ahmedul hye(Senior product
manager-Qubee) for helping me to find necessary information regarding the report.
We would also like to express gratitude to our class members. They should be
remembered because they produced the platform of our knowledge.
Finally, we like to say that, we have prepared this report from our own experience. We
are ready to accept our unwilling errors and omission which belong to us.
3
Table of Contents
Topic Page No.Chap : 1 Introduction 5
Objectives of the Study 6
Sources of Data 7
Methodology 8
Limitations 9
Chap : 2
History 10-11
Products & Services of the Company : 12-18
Strategic Review 19-20
Chap : 3
Marketing Mix 20
Analysis of 4p 21-24
Analysis of SWOT 25-26
SWOT analysis of qubee 27-31
Chap : 4Findings 31
Suggestion of Recommendations 32
Conclusions 32
Bibliography/References 33
Introduction4
Qubee is part of the Augere group. Qubee is a new and exciting company
from Augere providing fast and reliable broadband internet services to residential and
business customers across Bangladesh. Qubee believes that everyone should be able to
enjoy trouble-free access to the internet and the world of opportunities that it brings.
Their aim is to make a magical internet experience available to everyone, everyday,
without exception.
Qubee is the creation of a group of global telecoms professionals who saw that a new
technology called WiMAX could really change the internet experience for millions of
people worldwide. WiMAX means that people don’t need telephone lines or cable to get
connected: all people’s need is to live close enough to a transmitter to receive the internet
wirelessly. Qubee is busy building a network of base stations to offer their brand of
internet access right across Bangladesh. They’re starting in Dhaka, but quickly plan to do
the same in cities nationwide.
Qubee has gathered a highly talented team right here in Bangladesh to build a company
that’s determined to improve the internet experience for millions of people – not just
here, but ultimately all over the world.
Objective of the Study
5
The report is prepared to determine SWOT analysis of Qubee. Qubee has strong and
effective compensation policy which works for raising the morale, efficiency and
cooperation among the employees and also adopting new operation process, marketing
strategy. Through this report, a clear idea is generated about what actually SWOT /
TOWS analysis is and its impact in Qubee, the importance of it, the methods and policy
used to set for it, what type of role it plays to encourage the employees to perform better
and achieve the standards fixed and the Qubee’s view toward its necessity and success
plus how they measure the results.
Sources of Data
6
To complete the term paper we used two types of data sources:
Primary sources: We take interviews from employees and sales operators of Qubee as our primary sources.
Secondary sources: We collect our information from internet as our secondary source.
Methodology
7
We used out gathered information from various sources to make the whole report. We used online facilities and also collected data from the company. We use Microsoft PowerPoint for our presentation making purpose and Microsoft Word for report making.
a) Nature of the study: Exploratory
b) Sources of information: Both primary and secondary information sources
were used to complete this study.
c) Presentation of information: Collected information and findings of the
surveys are presented in text form.
d) Preparation and submission of report: A report is prepared and
submitted to the respective course instructor Afrins Farid.
Limitations
8
Despite of our efforts to our level best, we had some limitations in preparing the term paper. They are -
Lack of information Limitation of time Unavoidable condition
History
9
Augere Wireless Broadband Bangladesh Ltd, one of the licensees to whom BTRC gave
license last year to run business providing Wimax
facility in Bangladesh, has inaugurated Wimax internet service in some selected areas of
the capital. The inauguration ceremony was held on 21st October in a hotel in Dhaka.
Augere named much-waited Wimax internet service "Qubee".
On its inauguration ceremony, Russel T Ahmed, head of marketing, Augere, said that the
service is initially being given in Gulshan, Banani, Mirpur, Bashundhara Residential
Area, and Uttara Residential & Commercial Area. Anyone living in these areas can
become a subscriber of the country's first Wimax service provider, Qubee. Augere said
that the service will be available in each part of the country in near future.
WiMax is a technology that provides wireless transmission of data using a variety of
transmission modes from point-to-multipoint links to portable and fully mobile internet
access. Bangladeshi internet users have been dying for this technology since past few
years.
Last year Bangladesh Telecommunication Regulatory Commission (BTRC) arranged an
auction for starting Wimax business in Bangladesh. Augere, who has already started
10
Wimax Internet service in Bangladesh under the brand name "Qubee", is one of the four
winners of the auction.
After the launch of Wimax in Bangladesh with the hand of Augure wireless Broadband
Bangladesh Ltd, mixed reaction is seen among general people of the country. Most of
them are not satisfied due to the "Extreme Monthly Charge" applicable for Wimax
customers. However, on the inauguration ceremony of Qubee, it was said that the
monthly charge will be reduced by making some offers in future.
Products & Services
11
What’s Qubee
Qubee is the real internet experience from Augere. They believe that everyone should be
able to enjoy trouble-free access to the internet and the opportunities that it brings. They
also believe that in the internet world, speed is happiness so they offer fast and reliable
download backed up by customer service that never sleeps. They aren’t just making the
internet work; they’re making it work beautifully.
Qubee at a glance: Fast and reliable internet connection
Expert customer service and support, 24/7
Choose the connection speed that best suits your needs.
Try out Qubee before you buy – visit a Qubee outlet or one of our experience
booths
Free installation
The qubee broadband experience :
Selling is believing:
qubee believe they’re offering the best possible internet experience available in
Bangladesh today. But customers don’t have to take their word for it.
Where’s Qubee:
Qubee is a new company providing fast, reliable and competitively priced broadband
internet services to emerging markets around the world. They believe that everyone 12
should be able to enjoy trouble-free access to the internet and the world of opportunities
that it brings. Their aim is to make a magical internet experience available to everyone,
everyday, without exception.
Qubee Pakistan
10th Floor, Tower A,
World Trade Centre,
Khayaban e Roomi,
Block 5, Clifton,
Karachi.
Qubee Bangladesh
Road-27,
Plot 59,
Mostafa Center,
Banani,
Dhaka-1212.
Qubee Sky
Now, Sky is the limit.
13
With our Sky plan, barriers are history. Qubee has brought you Qubee 256 Sky and Qubee 512 Sky packages with limitless possibilities.
Now you can be online without having to worry about anything. Browse your favorite sites, download to your heart's desire, socialize with family, friends and peers with ease in our newly introduced Sky packages.
Pick a suitable package from any of the three (two Sky packages and Qubee 1 Mbps package) which provide you a choice of connection speeds.
Whichever package you choose, Qubee ensures the best possible internet experience.
Qubee Campus
Qubee has brought special offer only for the student. Only students can enjoy this special campus package and enjoy better and faster internet.
Now you can enjoy faster and better internet with Qubee Campus @ only Tk 850.
**Including six months service/replacement warranty.
The Qubee Fair Usages Policy
14
To restrict users from using up too much bandwidth (Qubee and also Banglalion) restrict
the amount users can download continuously. You can download straight for 4 days
(provided you keep the PC on all the time) and on the 5th day Qubee will start tracking
your usage. They may decide to cap your download speeds or charge extra for the usage.
To be on the safe side, take a break after every 3 days.
The fair usage policy does not apply for packages that has download restrictions (eg.
5GB for Qubee’s 256 kbps Campus connection). If you exceed your limit, Qubee will
charge you an additional 0.10 Taka for every MB you download.
Qubee Experience Booths:
It is now possible to try out the real internet experience from Qubee at customers
favourite coffee shop or shopping mall. Qubee’s experience booths are in the following
locations now.
Location When Address
Basundhara City
level 1
10am - 8pm
Weekly holiday:Wednesday
Panthapath, Dhaka
Eastern Plaza
level 4
10am - 8pm
Weekly holiday: Sunday
Sonargaon road, Hatirpool,
Dhaka
Multiplan Centre
level 2
10am - 8pm
Weekly holiday: Friday
Elephant Road, Dhaka
Anam Rangs Plaza
level 4
10am - 8pm
Weekly holiday: Sunday
Road # 6/A, House # 61
Dhanmondi, Dhaka
15
Plaza A.R.
level 1
10am - 8pm
Weekly holiday: Sunday
Shobhanbagh, Mirpur Road,
Dhanmondi, Dhaka
Navana Bailey Star
level 1
10am - 8pm
Weekly holiday: Sunday
9, New Bailey Road, Dhaka
Shah Ali Plaza
level 2
10am - 8pm
Weekly holiday: Sunday
63, Mirpur-10, Dhaka
Banani Super Market
level 1
10am - 8pm
Weekly holiday: Friday
Kemal Ataturk Avenue,
Banani C/A, Dhaka
Sayeed Complex
Computer City
level 5
10am - 8pm
Weekly holiday: Friday
Plot#89, Sector#7, Uttara
Model Town, Dhaka
H.M Plaza
level 4
10am - 8pm
Weekly holiday: Friday
Plot # 34, Road # 02,Sector
# 03, Uttara C/A, Dhaka
Qubee Outlets:
Area Market Name Store Name Address
The Qubee Store Casablanca Ridge Park, 1st
Floor, Gulshan Avenue
Hatirpool Eastern Plaza Al-Islam Mobile
Garden
Eastern Plaza, 4th Floor
Latest game Eastern Plaza, 4th Floor
Nokia Telecom Eastern Plaza, 4th Floor
Elephant Road Multiplan Centre Babul & Co. Multiplan Centre, 2nd
Floor
16
Motijheel Netplus 127 Motijheel C/A, Ground
Floor
Dhanmondi Aalta Plaza Netfinity House# 1, Rd# 10, Aalta
Plaza (On top of Helvetia)
Metro Shopping
Mall
B K R
Communication
Metro Shopping Mall, 5th
Floor
Matirix Telecom Metro Shopping Mall, 5th
Floor
Rifles Square Skycell
Communication
Rifles Square, 3rd Floor
Nokia Telecom Rifles Square, 3rd Floor
R. K. Electronics Rifles Square, 3rd Floor
Dola Electronics Rifles Square, 3rd Floor
Mohammadpur Transcom Digital Block# C, Tajmahal Road
Mirpur Transcom Digital 12/B, 2/27, Pallabi
Panthapath Bashundhara City Tele Sense Bashundhara City, 1st
Floor (Block B)
Mohakhali Transcom Digital Sadar Road, Mohakhali
Banani Moiytri Complex S O F Moiytri Complex, 2nd
Floor
Just Dial 57/B, Kamal Ataturk
Avenue
Banani Super
Market
Cell Dot Com Banani Super Market,
Ground Floor
F R Tower Aamra Resources
Ltd.
F R Tower, 20th Floor
Gulshan-1 Transcom Digital Gulshan Avenue
Rahim Bhaban Transcom Digital Rahim Bhaban, Gulshan-1
Gulshan Shopping
Centre
Hello Mobile Gulshan Shopping Centre,
1st Floor
17
Tasnim Telecom Gulshan Shopping Centre,
1st Floor
Navana Shopping
Complex
Mobile Gallery Navana Shopping
Complex, 1st Floor
Gulshan-2 Gulshan Tower Transcom Digital Gulshan Tower, Gulshan-2
Land View
Commercial Center
Green Telecom Land View Commercial
Center, 1st Floor
Hamid Tower M. K. Electronics Hamid Tower, Ground
Floor
Landmark
Shopping Center
Oyshi Telecom Landmark Shopping
Center, Ground Floor
Taher Tower
Shopping Centre
Oyshi Business Taher Tower Shopping
Centre, Ground Floor
Unicorn Plaza Mobile Mart Unicorn Plaza, Ground
Floor
Metropolitan
Shopping Plaza
Oyshi Enterprise Metrpolitan Shopping
Plaza, Ground Floor
Uttara Transcom Digital Road# 7, Sector# 4
Transcom Digital Plot# 40, Sector# 9
North Tower Nayeem Telecom North Tower, 5th Floor
Fahim Electronics North Tower, 5th Floor
Rajuk Commercial
Complex
Uttara Telecom
Center
Rajuk Commercial
Complex, 2nd Floor
Rajlaxmi Complex Ekushey Telecom Rajlaxmi Complex, 3rd
Floor
Khan International Rajlaxmi Complex, 3rd
Floor
18
Strategic Review
Vision:
The internet is one of the most liberating, exciting features of life in the 21st century.
Whatever customer’s into – music, news, views, video, information, chat, contact,
research, for business, pleasure or education – Qubee think customer should be able to
enjoy uninterrupted access to it, wherever they are, whenever they want.
Qubee making its business to make the very best internet service available to everyone,
with customer service and support that’s second to none.
Mission:
Providing quality service to the customers
Maximize the profit
Maintain a cohesive & professional team in order to achieve service excellence
to a brand new internet service
to fast and reliable internet connectivity
to fantastic customer service
19
Target people students
general people
corporate people
CompetitorsThere are 6 wireless companies,6 mobile companies whom are providing internet
services in bangladesh. There are also broadband internet service provider in Bangladesh.
Qubee is considering everyone as equal competitors of them.
Marketing Mix (4P’s)
Marketing mix is a combination of marketing tools that are used to satisfy customers and
company objectives. Consumers often call the marketing mix "the offering." Your offer is
controlled by the following variables often referred to as the four Ps in marketing:
Product
Price
Place (Distribution)
Promotion
By using variations of these four components you have the ability to reach multiple
consumers within your target market.
Creating a successful marketing mix that will increase results often takes experimenting
and market research. There are many methods that can be used, both in person and the
use of impersonal presentations. The key is to not always depend on "one" mix always
20
explore other avenues. The combining and coordination of these elements will be more
effective than depending on one.
Analysis of 4P
Products
Generally product means good, idea, method, information, object, service, etc., that is the
end result of a process and serves as a need or want satisfier. It is usually a bundle of
tangible and intangible attributes (benefits, features, functions, uses) that a seller offers to
a buyer for purchase.
Qubee packages:
Qubee is offering five initial packages. As said in the inauguration ceremony. Currently
these five packages are available for the customer.
1. Qubee Campus 128:
Qubee has introduced the Qubee Campus package, starting at 850 Taka/month
(excluding VAT) for a 128 kbps download speed.Only students can sign-up for the
Qubee Campus package. During sign-up students need to bring their
school/college/university ID to sign up for the service. Although the 128 kbps Campus
package has unlimited downloads, Qubee’s fair usage policy still applies.
2. Qubee Campus 256:
21
It also offers the higher-tier 256 kbps Campus package is priced at the same 850
Taka/month but with a 5 GB monthly download limit. Installation charge is the same at
Tk 4,000. Only students can enjoy this special campus package and enjoy better and
faster internet.
3.Qubee Sky 256 :
This package is Unlimited package. Tk. 1250/month. Now people can be online without
having to worry about anything. can Browse their favorite sites, download heart's desire,
socialize with family, friends and peers with ease in Qubee’s newly introduced Sky
packages.
4. Qubee Sky 512 :
This package is also Unlimited browsing & downloading package. Charges
Tk.2250/month. Download speed 64 KB/s.
5.Qubee 1Mb :
This package, named Qubee 1 Mbps (128 KB/s Download speed), charges Tk.
5,250/month and is limited to 20 GB usage per month. Additional Tk. 0.15/MB
(Megabyte) data transfer or download will be charged if the monthly limit exceeds.
Moreover, customers will need to have a Wimax modem in order to get connected to the
Wimax wireless broadband internet service of Qubee. The modem is priced at Tk. 4,000.
There will be no installment charge for Wimax customers.
22
Place
Qubee will soon be available right across Bangladesh, but the service is being launched
initially in Dhaka.People who live in Dhaka can currently receive the Qubee internet
service.People who live outside of Dhaka can pre-register their interest in Qubee and
qubee’ll get them in touch as soon as their service is available in outside of Dhaka
Price :
Now students can enjoy faster and better internet with Qubee Campus @ only Tk 850.
Showing student ID student can grab Qubee Campus now from any of Qubee’s outlets.
23
Promotion
Promotion is about telling people what you have to offer. It is not entirely separate from
the product because what is said and how it is said influences how the product is seen.
Promotion includes advertising but also includes direct mail, public relations, printed
brochures, presence at travel trade shows, and participation in joint marketing schemes.
Promotion can be very expensive and it is often difficult to decide whether or not it is
successful.
Qubee has already stated their promotion in many ways, like:
1. print media
2. leaflet
3. fair
4. Internet
5. billboards
6. posters
24
SWOT Analysis
This is a tool that identifies the Strengths, Weaknesses, Opportunities and Threats of an
organization. Specifically, SWOT is a basic, straightforward model that assesses what an
organization can and cannot do as well as its potential opportunities and threats. The
method of SWOT analysis is to take the information from an environmental analysis and
separate it into internal (strengths and weaknesses) and external issues (opportunities and
threats). Once this is completed, SWOT analysis determines what may assist the firm in
accomplishing its objectives, and what obstacles must be overcome or minimized to
achieve desired results.
When using SWOT analysis, be realistic about the strengths and weaknesses of your
organization. Distinguish between where your organization is today, and where it could
be in the future. Also remember to be specific by avoiding gray areas and always analyze
in relation to the competition (i.e. are you better or worse than competition?). Finally,
keep your SWOT analysis short and simple, and avoid complexity and over-analysis
since much of the information is subjective. Thus, use it as a guide and not a prescription.
25
SWOT Analysis of Qubee26
Strengths:
Cable free internet service
People don’t need telephone lines or cable to get connected: all people’s need is to live
close enough to a transmitter to receive the internet wirelessly
Wide Range of network
Now Qubee is busy building a network of base stations across Bangladesh. They’re
starting in Dhaka, but quickly plan to do the same in cities nationwide. They aren’t just
making the internet work, they’re making it work beautifully
Centralized & decentralized decision process
Qubbe practice both Centralized & decentralized decision making
process.When the decisions have major importance then it comes
from the top management.Otherwise it is decentralized.
Strong HRM
27
Qubee has a strong and very much effective & efficient Human resources management
system. It helps Qubee to resolve labor related problem effectively.
Customer sevice & support:
Qubee hope that customer’ll be able to find the answers to their questions at Qubee
customer service line 24/7 on 044722QUBEE (78233) where one of Qubee care
managers will be delighted to help customers. Alternatively customer can visit at their
local Qubee outlet or one of Qubee experience booths.
Quick response to customers
Soon people will be able to log in and manage their Qubee accountIn the meantime
people can contact at customer service line: 044722QUBEE (78233
Better job environment
Qubee is currently looking for talented people to join their team in Bangladesh. If
people would be interested in being considered for a position with Qubee and have
relevant experience in engineering, IT, finance, sales and distribution, marketing or
customer care can send their cv to [email protected]
Easy to subscribe to the Qubee service
customer has to decide which product suits him/her best
28
they have to sign up for using Qubee’s quick online registration form
customer has to Wait for one of Qubee’s sales representatives to contact him/her
to complete the registration process
Weaknesses:
Qubee agreed that they’ve some weak points too.but they don’t want to term this as weak
points.they say that “it is limitation & every company has some limitations”
We found that they have the following weak points:
Package rate is high
so high peice. every people not acceptable price
Not available
Weak network
Qubee can not fight with tariff rate
Opportunities:
Develop a person’s career in Sales and Marketing.
Become a number one internet connection company.
Arrival of new technology
High speed
29
Threat:
Bangla-Lion
• GP internet
• Citycell zoom ultra
SWOT analysis of Coats in brief:
Strengths
Cable free internet service
Wide Range of network
Centralized & decentralized
decision process
Strong HRM
Customer sevice & support:
Quick response to
customers
easy to subscribe to the Qubee
service
Better job environment
Weaknesses
Package rate is high
Not available in everywhere
Weak network
Qubee can not fight with tariff rate
30
Opportunities
Develop a person’s career
in Sales and Marketing.
Become a number one
internet connection
company.
Arrival of new technology
Threat
• Bangla-Lion
• GP internet
• Citycell zoom ultra
Findings
Qubee is a new company providing fast, reliable and competitively priced broadband
internet services to emerging markets around the world. It has a great possibility in
Bangladesh as well. We believe that everyone should be able to enjoy trouble-free access
to the internet and the world of opportunities that it brings.
31
Suggestion of Recommendations
Though Qubee has a vast opportunity in Bangladesh. It still have some problems which
must be solved as soon as possible, like, weak network, high price etc. If this problems
are solved than we hope Qubee will make it to the within no time.
Conclusion
Though Qubee is a new company they will be able to reach top position level. Because
they have a excellent & efficient working group with a mastermind team. Their strategic
& planning team is excellent which will help them to provide effective & best services to
customers.
32
References
Fayyad Ahmedul hye Senior product manager Qubee.
www.google.com www.qubee.com.bd www.qubee.com.pk
33