Transaction Data Analysis for Product Development: A Study of Robi Axiata Ltd.
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This Report deals with the internet data product marketing strategies and the product communication preocess of Robi Axiata Ltd. Robi is the second largest mobile phone network operator in Bangladesh. Axiata Group Berhad, of Malaysia, Bharti Airtel Limited, of India and NTT DoCoMo Inc. of Japan has the ownership shares of this company. The organization has many operational divisions such as Market operation division, Human resource division etc. and each divisions consists of few departments according to the needs of the operation. Market operation division is the only division who directly works for the direct revenue generation. There are multiple major departments or teams in the market operation division of which Data team deals with the Internet service of Robi. The Data team of Robi works on more than 35+ active internet products and packages. They built their own strategies and processes to market those products and sustain in the highly competitive external business environment. Like other departments the Data team also has their product information repository system in which everyday data of their product performance is being stored by the assigned people or third person company from which the team gets the necessary informations to analyze the performance of their products. A major part of the marketing process is to find out which product to promote in which area. The market of Robi Data department is segmented into area, region and division wise although the have many national offers for the customers too. For better performance customized products & packages are made for the segments and the regular analysis of customer, vendor and overall market feedback is needed to set the strategies and executing the business plan. From acquiring the feedbacks of the product performance and analyzing to decision making and executing the strategy there is a structured system they need to follow which is the major part of this report that is described.
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