As time passes cellular phone service becomes more user-friendly and easier. There are a number of value added services provided by the mobile phone operators such as SMS (Short Message Service), VMS (Voice Message Service), Electronic Bill Payment System etc. Samtel Global Technologies provides a number of value added services to the leading telecom operators worldwide as well in Bangladesh
Right now SGTL has developed some software for SMS based service which can be used by the entrepreneurs irrespective of size and capital. They can accelerate their speed in work and can make their lives easy by using these software as it will help them in bill payment, in marketing and to build business networking both locally and globally. From Large to medium to small; any organization can get help from these SMS based software.
SGTL has selected a number of tools for marketing their products. Out of those Telemarketing is a new one and they are very interested on success of this tool. Initially they will use this tool only for SMEs and depending on the result they will take future decision.
Telemarketing is a form of direct marketing where a salesperson uses the telephone or SMS (Short Message Service) to solicit prospective customers to sell products or services. The prospective customers are identified and qualified by various means, including past purchase histories, previous requests for information, credit limit, competition entry forms or application forms. Telemarketing is famous in many countries around the world.
The main issue is to finding out how Samtel Global Technologies is promoting their services, raising customer satisfaction and values & how they are retaining subscribers using their new weapon “tele-marketing”.
1.3 Study Objective
The study was conducted with the following objectives:
· Calculate SME consumption of IT products in Bangladesh
· Describe main customer segment among SME
· Describe SME’s current awareness and requirement of software
· Describe SME’s perceived benefit by using software
· Gain an understanding of existing IT infrastructure, usage and human resources capacity of SMEs
· Gain an estimate of the total market size of selected business sectors and potential IT market size for specific software solution in specific market segment
· Gain an understanding on use of Telemarketing as a marketing tool for SMEs.
1.4 Scope
The industry part consists of a brief analysis of the software industry, the industry where the organization is operating. In the organization part, detail information about the organization, Samtel Global Technologies Ltd., is furnished. Then a detail of their products and services is described. In the project part, a detail discussion on the project is presented to give a clear idea about the project. The facts and figures are strictly based on the information provided by the respective department personnel. But, due to the confidentiality issue of the company, some aspects were kept concealed.
1.5 Limitation
The followings are the main limitations that were faced while preparing the report:
· For the sake of confidentiality, the organization did not allow to reveal the classified information of the project like financial benefit analysis, coding details of the software, application procedure, costing details etc. So, some of the figures used in the report had to be presented after manipulation. For the same reason, some aspects of the industry analysis, company analysis and project part were kept concealed.
· As IT is comparatively a new sector in Bangladesh
· Samtel Global Technologies is going to launch their product for SMEs within a few months. This report does not include a post launch analysis of the product as it is not done yet.
1.6 Methodologies
The research was a Descriptive Study. The report is prepared on Telemarketing as a marketing strategy of Samtel Global Technologies Ltd. As a result the report has been a composite of both primary and secondary study.
1.6.1 Source of Information
i. Primary Information
The primary information required for the report was collected through direct interaction with the concerned personnel of Samtel Global Technologies Ltd.
ii. Secondary Information
The secondary information required for the industry part and organization part was collected from the credentials, website of Samtel Global Technologies Ltd. and from some survey reports published by ACNielsen and BASIS.
1.6.2 Data collection instruments
Two instruments were adopted for the study comprising. Those are:
i. Depth Interview
ii. SME survey
i. Depth Interviews
The qualitative issues were addressed through 5 depth interviews in each of the identified segment among SMEs. The qualitative issues were further used in developing questionnaire for the SME survey. The qualitative survey addressed the following information areas:
· SME’s relative valuation of various IT services as well as other factors to help determine specific IT services to be included in detailed SME survey
· Understand SME’s experiences of using IT services
· Understanding of possible tools for marketing an IT product to the SMEs
· Understanding of current budget of SMEs for IT services
ii. SME survey
During this phase, a detailed SME survey was conducted across identified SME verticals through use of semi-structured questionnaire.
Face to face interviews were conducted among target respondents to meet the research objectives and the information areas.
1.6.3 Sample Plan
· During depth interview, 1 interview per segment was conducted. Thus, in all 5 Depth interviews were conducted across 5 segments.
· During SME survey, total of 50 contacts were made. For each of the segment 5 different organizations were chosen and for each organization two questionnaire were given. Thus 25 organizations were surveyed and total 50 responses were collected.
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