1

2

Report on

Application of Motivational Concepts

In Grameenphone

Submitted by: Rownok Rahman Joy 10204113

Zayed Ashraf 10204108

Alaul Ashraf Showrav 10221032

Sabby Zaman 11104101

Ashraf Uz Zaman 11104068

Submitted to: Course Instructor: Afsana Akhtar

Assistant Professor

MGT 211 Principles of Management

BRAC Business School

BRAC University

Date of submission : 30th

November, 2012

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Letter of Transmittal

15th

December, 2011

To

Afsana Akhtar

Assistant Professor

BRAC Business School

BRAC University

Subject: Submission of Term Paper

Dear Miss,

It gives us immense pleasure to submit our report on “Application of

Motivational Theory in Grameenphone Bangladesh Ltd”. This report was

assigned to us as a completion of the course “Principles of Management”,

MGT 211.At every phase of making this report, we tried to enhance our

knowledge about the policies that prevail in the industrialization of the

country’s economy. This report will try to give the picture of our efforts and

seriousness.

We would be keen to assist for interpreting our report or any other further

clarification if required. We will appreciate your valuable inquiries and suggestions

on the report.

Sincerely yours,

Rownok Rahman Joy

10204113

Alaul Ashraf Showrav

10221032

Sabby Zaman

11104101

Ashraf Uz Zaman

11104068

Zayed Ashraf

10204108

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Acknowledgement

This report might never have been completed without the necessary practical

knowledge, assistance of many books, articles, websites, and primary data. It

is a pleasure to acknowledge the assistance received from several individuals

during the preparation of this term paper. We are significantly indebted to

our course instructor Miss Afsana Akhtar for her valuable help by providing

us with suitable instructions. The assistance from the websites and annual

report of the company played a vital role in the preparation of the term

paper. Finally, without the help and support of Almighty Allah this report

would have been left incomplete.

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Executive Summary:

The report is designed to bridge the gulf between the theoretical knowledge

& real life. It is designed to have a practical experience while passing

through the theoretical understanding. Grameenphone is one of the most

advanced industries in Bangladesh currently. We took the term paper on

Grameenphone which stands as a famous name in telecom industry. We are

proud to work with Grameenphone and this experience will surely help us in

our future assignments. Through this term paper we learned quite a bit about

Grameenphone’s application of Motivational Concepts. Moreover, we had

a wonderful experience during our working period. While working on this

report we got to know about Grameenphone’s socioeconomic contributions

and their future schemes for the progress of the economy. Last of all I thank

our friends who were always inspired us during the working period.

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Chapter Page no.

Chapter One 9

1.1 Introduction/Background- - - - - - - - - - - - - - - - - - - - - - - - - -- - - - - -10

1.2 Mission & Vision- - - - - - - - - - - - - - - - - - - - - - - - - -- - - - - --- - - --11

1.3 Objective of the report- - - - - - - - - - - - - - - - - - - - - - - - - -- - - - - -- -12

1.4 Methodology- - - - - - - - - - - - - - - - - - - - - - - - - -- - - - - -- - - - - - - -13

1.5 Limitations- - - - - - - - - - - - - - - - - - - - - - - - - -- - - - - -- - - - - - - --13

Chapter Two 14

2.1 Grameenphone’s Motivation-- - - - - - - - - - - - -- - - - - - - - - - -- - - -15

2.2 Finding and Analysis- - - - - - - - - - - -- - - - - - - - - - -- - - - - - - - - - 19

Chapter Three 20

3.1 Conclusion- - - -- - - - - - - - - - -- - - - - - - - - --- - - - - - - - -- - --------21

3.2 Recommendation - - - -- - - - - - - - - - -- - - - - - - - - --- - - - - - - - -- 21

Appendix - - - -- - - - - - - - - - -- - - - - - - - - --- - - - - - - - - - - - - - -------22

Bibliography - - - -- - - - - - - - - - -- - - - - - - - - --- - - - - - - - -- - - - - - - 24

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ABSTRACT

The main purpose of this study was to” assess the role of work motivation

on employee performance”. This study in an assessment of this purpose used

deductive approach in which a qualitative survey was carried out among

employees of Grameenphone. The survey was intended to get their

responses on what they feel are the best factors that could motivate them in

future. In this light the study sets to identify the most ranked factors among

the ten motivational factors. The analysis from the empirical findings

showed that Job satisfaction” was the most ranked factor for both sub groups

that made up the sample survey. However a study from previous researches

used in this study showed that different results could be obtained from

different groups of already working employees. This study therefore can be

seen as an introduction to a more detailed study to be carried by future

researchers on the field of employee’s motivation.

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Chapter: 01

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1.1- Introduction

Company Overview

This is Grameenphone

Grameenphone Ltd., the largest telecommunications service provider in Bangladesh,

received its operating license in November 1996 and started its service from March 26,

1997, the Independence Day of Bangladesh. Now, after 12 years of successful operations,

Grameenphone is the largest mobile

phone service provider in Bangladesh, with more than 33 million subscribers as of May

2011. The Company was successfully listed in November 2009 – which was the largest

IPO in the history of the Bangladesh capital market. Grameenphone provides services to

rural and urban customers across Bangladesh, where mobile telephony is acknowledged

as a significant driver of socio-economic development, both for individuals and the

nation.

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Our Vision

We exist to help our customers get the full benefit of communications services in their

daily lives. We’re here to help.

Our Mission

Grammenphone is the only reliable means of communication that brings the people of

Bangladesh close to their loved ones and important things in their lives through

unparalleled network, relevant innovations & services.

Our Values

MAKE IT EASY

Everything we produce should be easy to understand and use. We should always

remember that we try to make customers’ lives easier.

KEEP PROMISES

Everything we do should work perfectly. If it doesn’t, we’re there to put things right.

We’re about delivery, not over-promising. We’re about actions, not words.

BE INSPIRING

We‘re creative. We bring energy and imagination to our work. Everything we produce

should look fresh and modern.

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BE RESPECTFUL

We acknowledge and respect local cultures. We want to be a part of local communities

wherever we operate. We want to help customers with their specific needs in a way that

suits way of their life best.

Objectives of the Study

The study has been undertaken with the following objectives:

1. To understand the meaning and nature of CSR;

2. To identify the CSR activities of Grameen phone.

Business Review

The year 2009 has been a fantastic year for Grameenphone from many fronts – we have

successfully been able to introduce various “first of its kind” innovative products and

services to the market. The biggest news, however, for the company has been successful

listing of Grameenphone in November 2009 – which was the largest IPO in the history of

Bangladesh capital market. Notably the company crossed the 23 million subscriber mark

in December 2009, and saw both a steady revenue growth from quarter to quarter and

increasing EBITDA margins – despite declining ARPU (Average Revenue Per User).

The most significant BIG introductions for the company have been the launch of our

internet vision “light will find its way” with the GP-branded EDGE Modem in February;

the introduction of the Grameenphone branded handset V100 into the market in August;

and the launch of the StudyLine service in October 2009. Among the other notable

launches were the mobile back-up service and the in-flight roaming service. The

Samsung handset bundle offer for Bengali New Year met with a great response allowing

subscribers to choose between two handset packages at the two attractive package rates

of BDT 5,899 & BDT 1,899 respectively. Grameenphone formally signed two separate

agreements with ICX (Interconnection Exchange) operators, GETCO

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Telecommunications Ltd. and M&H Telecom Ltd. for routing domestic inter-operator

calls and International calls to and from GP subscribers, and IGW (International

Gateway) operators, Bangla Trac Communications Ltd. and NovoTel Ltd., for routing

International calls to and from GP subscribers respectively. 2009 was also the year the

company took a deeper look at environment and took the lead in protection of the

environment in Bangladesh when the environment and climate change campaign was

launched in June 2009. The objective of the campaign was to support a healthier

environment by both reducing GP’s carbon footprint. GP’s environmental roadmap

aims to promote a low-carbon society and taking responsibility for its own carbon

emissions. The program aims to reduce carbon emissions by 30-40% within 2015 from

business as usual situation considering 2008 as the baseline. The collaborative project

with the Prothom Alo in the collection of letters from 1971, culminated in the publication

of a book “Ekatturer Chithi” in March 2009. As CEO, Oddvar Hesjedal explained at the

onset of the project in December 2008, the project comes “from the heart and will leave

behind in its wake a document which will help to preserve an important part of history

through the letters written by the Freedom Fighters to their near and dear ones.”

1.2 - Objective of the report Two types of objectives are given below:

Broad objective:

To present an overview and brief introduction to GP

To learn about the motivation approaches to employees used by GP

To learn about dealing with employees

Special objective:

To gain a relationship between theoretical and practical learning real life

situation of GP

To identify the motivational factors of GP

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To identify the different sectors those have direct involvement with employee

motivation

To give some suggestions for the maintenance of employee motivation

1.3 - Methodology Both primary and secondary forms of information have been used to prepare this report.

The details of these sources are highlighted below.

Primary sources:

Discussions with the employees of GP

Informal conversation with the employees of customer service

Different manuals of GP

Secondary sources:

Annual report of GP

Information regarding the telecommunication service

Different books and periodicals related to the telecommunication

sectors

Newspapers

Website information

1.4 - Limitations

Briefly, we face the following limitation during preparing the term paper:

Since GP is a big corporation it was something difficult to us to prepare the term

paper within this time.

One of the main barriers was time shortage.

Due to time shortage, details of many aspects of the motivational factors of GP

have been skipped in this term paper.

It was very difficult to collect adequate data from such a big corporation because

of some divisional and confidential problems.

We also faced some hierarchical formalities.

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Chapter: 02

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2.1 - Grameenphone’s Motivation:

Employee Motivation of Grameenphone: Theory and practice

The job of a manager in the workplace is to get things done through employees. To do

this the manager should be able to motivate employees. But that's easier said than done!

Motivation practice and theory are difficult subjects, touching on several disciplines.

Human nature can be very simple, yet very complex too. An understanding and

appreciation of this is a prerequisite to effective employee motivation in the workplace

and therefore effective management and leadership.

These articles on motivation theory and practice concentrate on various theories

regarding human nature in general and motivation in particular. Included are articles on

the practical aspects of motivation in the workplace and the research that has been

undertaken in this field, notably by Douglas McGregor (theory y), Frederick Herzberg

(two factor motivation hygiene theory,) Abraham Maslow (theory z, hierarchy of

needs), Elton Mayo (Hawthorne Experiments) Chris Argyris ,Rensis Likert and

Vroom's Expectancy Theory.

Why study and apply employee motivation principles?

Quite apart from the benefit and moral value of an altruistic approach to treating

colleagues as human beings and respecting human dignity in all its forms, research and

observations show that well motivated employees are more productive and creative. The

inverse also holds true. The schematic below indicates the potential contribution the

practical application of the principles this paper has on reducing work content in the

organization.

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Motivation is the key to performance improvement:

There is an old saying you can take a horse to the water but you cannot force it to drink; it

will drink only if it's thirsty - so with people. They will do what they want to do or

otherwise motivated to do. Whether it is to excel on the workshop floor or in the 'ivory

tower' they must be motivated or driven to it, either by themselves or through external

stimulus.

Performance is considered to be a function of ability and motivation, thus:

Job performance =f(ability)(motivation)

Ability in turn depends on education, experience and training and its improvement is a

slow and long process. On the other hand motivation can be improved quickly. There are

many options and an uninitiated manager may not even know where to start. As a

guideline, there are broadly seven strategies for motivation.

Positive reinforcement / high expectations

Effective discipline and punishment

Treating people fairly

Satisfying employees needs

Setting work related goals

Restructuring jobs

Base rewards on job performance

Grameenphone Theory Implication: Theory Y:

Grameenphone uses the theory Y in the employee motivation process. It gives them

opportunity to work independently. It believes that the employees have the creativity,

ingenuity, potential and self-direction to treat the customers and they take responsibility

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for their own interest. Sharing ideas and views with employees and taking an effective

and efficient decision with the participation of employee is a common phenomenon here.

Theory X:

When an emergency situation creates in the organization grameenphone tends to take or

apply theory X for the better interest of the organization. High official decision,

strategically formulas and to protect organization from some uncared employees

grameenphone sometimes apply theory X.

Herzberg's Hygiene and Motivational Factors

As a leading telecommunication company grameenphone seems to be more careful about

their standards of service and customer satisfaction. Dissatisfactory factors are generally

not found but sometime policies and personal life factors create some dissatisfactory

condition in the organization.

Motivating factors often are easily found in the grameenphone as a leading company in

this sector .Employees feels motivated with the statue, recognition such as the company

always uses “we” in its recognition stage. Continuous growth and shareholders eagerness

to this company motivates employee to have a chance to work with such a company.

Maslow's Hierarchy of Needs

As a leading telecommunication company grameen phone seems to be more careful about

their standards of service and employee motivation. As a human being employee here

tends to find a good working life . standard salary which serves as basic need of an

emoployee,job safety unless any kinds of unwanted occurrence works as safety needs,

group working which fulfills belonging needs. GP uses “we” in their formal work

standards this fulfills the recognition needs, the need is totally employee personal factor

but as far as we know a high recognition is given for an employees total contribution in

the organization through the whole life.

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Chris Argyris Theory:

The employee motivation of Grameenphone mostly follow the small group based works

rather than the boss based works and also they follow the satisfaction in workplace rather

material rewards. They emphasize the work restructured in order to enable individuals to

develop to the fullest extent. Grameenphone also tries to motivate their employees

individually that their work time will become more meaningful and challenging through

self motivation.

Rensis Likert Theory:

Grameenphone uses these four types of styles to motivate their employees in their

different situations when they face any types of employee motivation problems. When

the employees don’t be motivated then the company uses the exploitative-authoritative

motivation program and also uses the benevolent-authoritative. By counseling they use

the consultative motivation program and by the participation of all employees they user

the participative motivation program.

Vroom's Expectancy Theory:

The employee will work more and more when their outcome will be equal or more than

their expectation. They will be also motivated when a relationship between what they

want and what they get is positive. If the company evaluates their employees work then

the employees will be motivated to do more work to gain performance reward and

Grameenphone does these kinds of works for motivating their employees.

Theory Z:

Grameenphone uses this theory when they face the problem of change their internal and

external changing program in their organization. The management of Grameenphone

promises to change the way managers and employees alike think about their jobs, their

companies, and their working lives.

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Findings and Analysis:

To finish this term paper, we find that Grameenphone covers a lot of works for the

motivation of their employees. As Grameenphone is the largest telecommunication

company in our country so their employee motivation is more better than the other

telecommunication company. Especially Grameenphone uses the consultative and

supportive leadership program for motivating their employees in the workplace so that

they can easily improve the productivity. After the entire employee motivation of

Grameenphone Limited is more appreciated than others.

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Chapter: 03

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Conclusion:

There is no simple answer to the question of how to motivate people. Can money

motivate? Yes, but money alone is not enough, though it does help. We have discussed

some of the pertinent theories bearing on human motivation and this is balanced by some

of the practical factors which can lead to excellence. Human resource remains the focal

point and leadership the critical component, and motivation has to be 'tailored' to each

individual. The next section deals with an important mode of motivation, namely

financial aspects of rewarding employees.

Recommendation:

The recommendations for Grameenphone Ltd. should follows which are given bellow:

As a competitive market, the company should become more innovative

and competitive for their own benefit.

As Grameenphone is the largest organization so they should improve

their customer satisfaction and employee motivation system.

For motivating employee they should give the employees some

incentive and promotional packages.

They should ensure the safety working conditions for the motivating

employees for their own betterment.

They should give the profit sharing opportunities for the employees that

employees will be motivated to work more and more.

They should give the emphasis on the empowerment of employees.

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Appendix Glossary

McGregor's Theory X and Theory Y

Herzberg's Hygiene and Motivational Factors

Maslow's Hierarchy of Needs

Chris Argyris Theory:

Rensis Likert Theory:

Vroom's Expectancy Theory:

Theory Z:

Self-esteem

“The degree to which the qualities andcharacteristics contained in one’s self concept

are perceived to be positive” One's estimation of one's own self-worth. A construct that

enjoyed tremendous popularity in the 1970ss but since has been considered

epiphenomenal not causal. A minority of psychologists consider positive and negative

evaluations of the self to be the sixth and seventh factors of personality. Possibly

grouped with self-efficacy, etc.

Big Five personality model

“A model of the primary dimensions of individual differences in personality. The

dimensions are usually labeled extraversion, neuroticism, agreeableness,

conscientiousness, and openness to experience, thought he labels vary somewhat among

researchers.”

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Myers-Briggs Type Indicator

(MPTI)

“A personality test designed to classify individuals according to their expressed choices

between contrasting alternatives in certain categories of traits. The categories, based on

Jungian typology, are extraversion-Introversion, Sensing-Intuition, Thinking-Feeling, and

Judging-Perceiving.The test has little credibility among research psychologists but is

widely used in educational counseling and human resource management…”

Type A/Type B personality

Type A personality is “a personality pattern characterized by chronic competitiveness,

high levels of achievement motivation, and hostility.” Type B personality is “a

personality pattern characterized by low levels of competitiveness and frustration and a

relaxed, easy going approach.”

Cognitive reflection

A specific mental ability. The tendency to reflect before taking an intuitive answer as

correct.

Motivation

The processes that account for an individual’s intensity, direction, and persistence of

effort toward attaining a goal.

Hierarchy

A hierarchy (sometimes abbreviated HR) can link entities either directly or indirectly,

and either vertically or horizontally. The only direct links in a hierarchy, insofar as they

are hierarchical, are to one's immediate superior or to one of one's subordinates, although

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a system that is largely hierarchical can also incorporate alternative hierarchies. Indirect

hierarchical links can extend "vertically" upwards or downwards via multiple links in the

same direction, following a path.

Telecommunication

Telecommunication is the transmission of information over significant distances to

communicate. In earlier times, telecommunications involved the use of visual signals,

such as beacons, smoke signals, semaphore telegraphs, signal flags, and optical

heliographs , or audio messages via coded drumbeats, lung-blown horns, or sent by loud

whistles.

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