Introduction

Nowadays service is contributing to society and economy than ever before. It is not
exception in Bangladesh, too. The contribution of service sector towards the
economic activities is increasing gradually. In recent times, mobile
telecommunication sector is one of the major contributors in terms of revenues,
employments and infrastructure development. By nature service is a complex
composition, which is very difficult to abstract, articulate and standardize.
Therefore, service organizations are trying to provide more value to the customers
in innovative ways to maintain their competitive advantage. It is often found that
the service providers in many developing countries do not serve their customers
properly.

The major driving force behind Banglalink is this innovation strategy. A great deal
of experiment is going on right this moment in this industry. We are familiar with
the term ‘tangible goods with accompanying services and major service with
accompanying minor goods and services’ where the main focus goes on physical
product and service respectively. In this study, we shall see that how these
concepts changes due to the innovative marketing strategy of the market players.
We shall also see how the market status of the players’ changes as the strategy is
implemented. Furthermore, from this study we shall learn how we can manipulate
innovation strategy more effectively. The context of this study is the developing
country. The role of the economy of developing countries is becoming increasingly
important for the world economy. It is assumed that the findings and understanding
of this research will help the organizations in developing countries to develop their
effective business strategy in order to achieve sustainable competitive advantage.

Executive Summary

This report is the part of Human Resource Management course requirement. The
objective of the report is giving an overall idea about the Human Resource process
of Banglalink
In this report we have shown the background of Banglalink. Then we have shown
the company profile at a glance. And finally we have discussed about the Human
Resource Process of Banglalink Customer Care. We have tried to explain this
system step by step. From overall analysis we have see that Banglalink is very
much careful about this Human Resource Process.

1
 BANGLALINK
Orascom Telecom Bangladesh Limited

Type: Subsidiary
Founded: 1999
Type: Subsidiary
Headquarters: Tiger House, House # House # SW(H)04, Gulshan
Avenue, Gulshan Model Town, Dhaka,
Area served: Bangladesh.
Key people: 64 districts
Industry: Rashid Khan, CEO
Products: Telecommunication
Slogan: Telephony, GPRS
Revenue: Making a difference
Parent: US $ 26.3 million
Website: Orascom Telecom
www.banglalinkgsm.com

Banglalink is the second largest cellular service provider in Bangladesh. As of

August, 2008, Banglalink has a subscriber base of more than 10 million. It is a
wholly owned subsidiary of Orascom Telecom. Banglalink had 1.03 million
connections until December, 2005. The number of Banglalink users increased by
more than 253 percent and stood at 3.64 million at the end of 2006, making it the
fastest growing operator in the world of that year. In August, 2006, Banglalink
became the first company to provide free incoming calls from BTTB for both
postpaid and prepaid connections.

History

Sheba Telecom (Pvt.) Ltd. was granted license in 1989 to operate in the rural areas
of 199 upazilas and later they were also allowed to extend to cellular mobile radio-
telephone services. In July, 2004, it was reported that Orascom Telecom is set to
purchase through a hush- hush deal the Malaysian stakes in Sheba Telecom, as it
had failed to tap the business potentials in Bangladesh mainly due to a chronic feud
between its Malaysian and Bangladeshi partners. An agreement was reached with
Orascom worth $25 million was finalized in secret. The pact has been kept secret
for legal reasons, considering financial fallout and because of the feud.

2
The main reason for the undercover dealing was because the existing joint venture
agreement between the Bangladeshi and the Malaysian partners dictates that if any
party sells its Sheba shares, the other party will enjoy the first right to buy that.
Integrated Services Ltd (ISL), the Bangladeshi partner, was being 'officially' shown
as purchasing the shares held by Technology Resources Industries (TRI) of
Malaysia for $15 million. ISL then paid another $10 million to Standard Chartered
Bank to settle Sheba's liabilities. Sheba had a base 59,000 users, of whom 49,000
were regular when it was sold.

In September, 2004, Orascom Telecom Holdings purchased 100% of the shares of

Sheba Telecom (Pvt.) Limited (“Sheba”). It was acquired for US$ 60 million and
re-branded and launched its services under “Banglalink” in February, 2005.
Banglalink’s license is a nationwide 15-year GSM license and will expire in
November, 2011. In March, 2008, Sheba Telecom (Pvt.) Limited changed its name
as Orascom Telecom Bangladesh Limited, matching its parent company name.

Objectives of Banglalink

To earn customer satisfaction through diversified telecommunication activities &

introduction of innovative ideas.

Vision of Banglalink

"Banglalink understands people's needs best and will create and deliver appropriate
communication services to improve people's life and make it easier".

Mission of the Banglalink

To deliver optimum value to:

• Customers
• Employees
• Shareholders and the Nation
• Attract and retain quality human resource
• Firm commitment to the society and the growth of national economy while
ensuring good Corporate Governance

Training Provided by Banglalink

3
The Banglalink is one of the leading company of the telecommunication industry
in Bangladesh. The Banglalink always tries to made it people resource into
valuable human resource. Thus the Banglalink is providing wide variety of training
to improve the skills of its new employees and existing employees.

There have two basic training program provided by Banglalink:

(a) On-the-job-training
(b) Off-the-job-training

(a) ON-THE-JOB TRAINING

On-the-job training means having a person learn a job by actually doing it. Every
employee from mailroom clerk to company president; gets on-the-job training
when he/she joins a firm. In many firms, OJT (on-the-job) is the only training
available. (On-the OJT -job training) has several advantages, those are instance:

• It is relatively inexpensive.
• To take the chance to learn new ideas, practices, & insight.
• To take the opportunity to apply & practices skills & knowledge.
• To increase communicative & administrative skills.
• To take the new challenges of new complex problems or tasks.
• Training gets quick feedback on their performance.
• To increase sensitivity & respect of the employees of Banglalink.

On-the-job training (OJT) methods are:

1. Apprenticeship.
2. Informal Learning.
3. Literacy training techniques.
4. Job Instruction training.
5. Lectures.
6. Programmed learning.
7. Computer Based Training

The Banglalink does not provide all the methods of on-the-job training. We have
learned from the study that the Banglalink only provides Apprenticeship training,
Informal Learning, Job-instruction training, Literacy training program. It does not
provide Lecture program, programmed learning and audio visual based training.

4
1. Apprenticeship:

Apprenticeship is a structured process by which people become skilled workers

through a combination of classroom instruction and On-the-job training. More
employees are implementing approach that began in the middle ages.

• Widely used to train individuals for many occupations.

• To increase the problem solving ability of employees.
• To increase the decision making ability of employees.
• Traditionally involves having the learner or apprentice, study under the
tutelage of a master craftsperson.
• Generally used in trades, crafts and other technical fields.
• To increase the loyalty among the employees.
• To increase the motivating & communicative skills of employees.

2. Informal Learning:

A survey estimated that as much as 80% of what employees learn on the job they
learn not through formal training programs but through informal means, including
performing their jobs on a daily basis in collaboration with their colleagues.

3. Literacy training program:

Functional literacy the inability to handle basic reading, writing and arithmetic-is a
serious problem at work. Employers are responding in two main ways. At first
companies are testing job candidates’ basic skills and literacy programs.
• It is less expensive method than other training.
• It helps to remove misunderstanding of employee’s.
• To increase theoretical knowledge of employees.

4. Job instruction training:

Job instruction training (JIT) refers to listing each job’s basic tasks, along with key
points, in order to provide step-by-step training for employees. Many jobs consist
of a logical sequence of steps and are best taught step-by-step. This step-by-step
called job instruction process is called job instruction training or JIT. All necessary
steps are listed below:

5
 • Each step is listed in its proper sequence.
• Each step also list a corresponding`` Key point`` (if any).
• The step shows what is to be done.
• The key points show how it’s to be done and why.
• To increase the organizational strengths.
• To proper use of organizational opportunity.
• To increase the efficiency of the organization.
• To proper use of organizational resources.

5. Lectures:

Lecturing has several advantages. It is a quick & simple way to provide knowledge
to large groups of trainees, as when the salesforce needs to learn the special
features of a new product.

• It helps to remove misunderstanding of employees.

• It helps to reach large number of people of once.
• It establishes better interaction between the trainer & trainee.

6. Programmed Learning:

A systematic method for reaching job skills involving presenting questions or

facts, allowing the person to respond, & giving the learner immediate feedback on
the accuracy of his or her answers. This method consists of three parts:

• Presenting questions, facts, or problems to the learner.

• Allowing the person to respond.
• Providing feedback on the accuracy of answers.

7. Computer Based Training:

Computer based training basically provide through via internet. It is increasingly

popular & many firms simply let their employees take online courses offered by
online course. Banglalink transferred many of its training materials onto its
internet.

(b) OFF-THE-JOB TRAINING

6
The Banglalink also use off-the-job training methods to train up its people. There
are many off-the-job training techniques.

Off-the-job training techniques are:

1. Role-playing
2. Behavior modeling.

1. Role Playing:

The aim of role playing is to create a realistic situation & then have the trainees
assumed the parts of specific persons in that situation.

2. Behavior Modeling:

Behavior modeling is a training technique in which trainees are first shown good
management techniques in a film, are asked to play roles in a simulated situation
and are then given feedback and praise by their supervisors. Thus the behavior
modeling involves-

• Showing trainees the right way of doing something.

• Letting trainees practice that way and then,
• Giving feedback on the trainees performance

The basic behavior modeling produce is as follows –

 Modeling: First trainees watch films or video that show models

behaving effectively in a problem situation. The video might show
a supervisor effectively disciplining a subordinate, if teaching how
to discipline.
 Role playing: Next the trainees are given roles to play in a
simulated situation; here they practice and rehearse the effective
behaviors demonstrated by the models.

7
  Social reinforcement: The trainer provides reinforcement in the
form of praise and constructive feedback based on how the trainee
performs in the role playing situation.
 Transfer of training: Finally trainees are encouraged to apply their
new skills when they are back on their job.

Behavior modeling can be effective one and for these reason the Banglalink uses
this training technique for its employees as a off the job training.

CONCLUSION

We have conducted our study on the Training and Development System of the
Banglalink and prepared a report on how the company provides training its
managers and employees. Training is a learning process by which organizational
people learn skills, concepts, knowledge about the job for which they were hired.
Every organization arranges training and development programs to improve the
performance of their people with the aim of achieving the organizational goal. We
conducted our study on the Banglalink & from the overall study, we have come to
know that the company provide for their entry level employees with apprenticeship
training, job instruction training, and literacy training technique as on-the-job
training, and role playing, & behavior modeling as off-the job training. Though the
Banglalink provides a variety of training programs, we think there some lackings
in its training system. The one is the unavailability of managerial on the job
training and case study in off the job training

ববববব ববব বব ববব ।