Report on Grey Advertising Bangladesh Ltd(Part 3)
Subject: Marketing

TV Scenario:

 The relation between AOR and clients satisfaction is very closer. Client always wants more media space with their limited budget. When AOR is maintained by the agency and the client then the bonus spot forms the media with that they can show their higher presence in the media.

BTV Scenario 96-08.

  • Politicizing news & programs
  • Indiscriminate use of the name of ‘Sk Mujib’
  • Corruption in all sectors (Open secret)
  • Excessive interference of the Ministry

Expectation from a mass medium:

  • Fairness in news (credibility)
  • Quality & popularity should be maintained irrespective of party affiliation in

–        Scheduling of programs

–        Distribution of package programs

  • Effectively check corruption
  • Appoint professionals in decision making level

So far

  • Credibility of BTV news still absent
  • Program scheduling is not yet done !

–        No complete schedule for last 2 quarters

  • Popular programs have been closed due to some misleading (biased) information.
  • Total mismatch between audience expectation & programs during special days (Eid, 16th Dec, 21st Feb).

Drama / TV serials:

TV serials

More importantly:

  • Media professionals should be placed in right positions.

–        Appointing personalities like Mustafizur Rahman, Chashi Nazrul, Belal Beg, Atiqul Haq Chowdhury, Sarker Firoz.

  • Strengthening and transparent operation in package programs.

–        Proper scheduling and selection of programs independent of political and external influence.

BTV should become a ‘Peoples Channel’

Part-V: Overall Findings

Findings of overall report:

The overall discussion about the AOR, I myself make findings about the AOR that makes the clear understanding how AOR helps the agency and client both. I think effective agency like Grey Advertising Bangladesh Ltd. advertising Bangladesh Ltd. Bangladesh Ltd. using AOR for four reasons that increase their accountability.

a) Media Savings:

Top managers have made a major effort to address a vacuum of accountability by revamping governance of the board of directors.

Savings of AOR

Figure – Savings of AOR.

Most managers now concede that traditional governance fell short of their target of institutionalizing firm, independent oversight that holds management’s feet to the performance fire. Recent innovations to improve board governance are the most polished act today in the new play for full accountability.

b) Agency Commission:

Managers have struggled for decades with financial and managerial accounting that fails to measure all the variables that drive long-term value. Without taking into account quality, turnaround time, customer satisfaction, and other

                                                         Before AOR            15%

                                                         After AOR              17%

Before AOR        15%

                                                                After AOR           17%

Agency Commission

Figure – Agency Commission

leading indicators of company wealth creation, managers at all levels have simply made bad decisions. Leading managers have attached the issue of accountability by inventing many new ways to measure financial, operational, and social performance.

a)          Billing in BDT:

Try as they might, managers have always had trouble linking the systems for corporate strategic planning, business-unit planning, annual budgeting, performance review, and compensation.

The systems often have worked at odds to each other. Managers today are trying to make them work as one. The objective is to make the measures defining strategy at the top lead to actual implementation of that strategy at the bottom.

d) Media Savings:

Managers have begun to push Chief Media Head (CMP) to report data more broadly. In an age when most workers depend on information to innovate,

Media Savings

Figure – Media Savings

many managers have come to believe the company holds information too tightly for rapid decision making. Hence comes the popularity of “open-book management” in which managers share detailed cost figures with every employee.

And at the time when agency outsiders have more choices than ever to invest their capital, serve an employer, conduct a partnership, and buy products and services, many managers are offering more information to sway decision in the firm’s favor. Managers see no compelling reason to hide performance data.

Their strategies are based on increased transparency to their clients, prospective employees, partners, and customers. Engaging the efforts of all who have a new window on performance-in a never-ending effort to generate ideas and spark innovations to better the business.

The more committed the managers and staff, and the integrated the concept with company line operations, the more benefit. As a first step, managers must build accountable system and practice within the agency. They then can build bridges to the outside. As they move toward full accountability-well governed, measured, managed, and publicly responsive-they will position themselves to reap much benefit.

The software for maintaining AOR

Objective and methodology

i) Objectives:  As Grey Worldwide Bangladesh has to deals with a huge data. And which are the most important things for them to carry on their jobs.

And the present DBMS of Grey Worldwide Bangladesh is not the proper and facilitated one. This cost them a huge amount of time for browsing/ searching within their DBMS. So the main targets of Grey Worldwide Bangladesh is proposed DBMS are the followings:

  • Make the search procedure more easier and faster
  • Make the job procedure more easier and swifter
  • Store the data in proper MIS way, so they could find any needed information easily and swiftly
  • Make the employee feel comfortable with their jobs
  • Save the time for both the client and Grey Worldwide Bangladesh
  • Make capability to store any sort of data (video/ photo/ Document/ etc) in their PC based DBMS

ii) Methodology: Here in methodology used by Grey Worldwide Bangladesh is the interview, questionnaire, group discussion, record review and observation techniques to come out with my objectives. And the steps are given bellows with description:

  • Selecting the interviewers: I chose the employees of the Grey Worldwide Bangladesh for interview. COO/ Director from the higher level of management and Ass.Director, Sr.Executive and Jr.Executive from middle level management and store manager from lower level management for interview in order to get the actual view of the present running system and their jobs.
  • Recognizing its purpose and goals:  Before starting the analysis work it is necessary for a system analysis to understand the organization purpose and goals very clearly. So in order to find out the purpose and goals of the Grey Worldwide Bangladesh, I go through their all generated reports, activities at every steeps and their manually manipulated database.

And I found out that, the main purpose of Grey Bangladesh Ltd. is to provide integrated communications strategies and solutions to their clients.

Mix up expatriates and local talent with experience in diverse categories, competitive markets give a Grey Bangladesh Ltd. creative brief, brand muscles, integration towards their client’s needs.

Their goal is to keep a lifetime relationship with their clients and to give solution towards their needs (in any field) within the country.

  • Finding out the functions:   A function is an activity or step, which is expressed as an action verb followed by the object of the action. And the observation technique is the best way to find out the functions of an organization.

So by observation and through asking questions I identified the Grey Worldwide Bangladesh’s functions, which data they inputs, generate outputs, by which process, where they store them and how they control their database.

  • Finding out the components:  Components are all the things that make the information system. By conducting the observation technique, group discussion and questionnaires I identified their all activities and classified them in the components classes.
  • Making of requirement analysis:  I identified the inputs, processes and outputs with the help of the employees of Grey Worldwide Bangladesh by open-ended questionnaire, group discussion and my own observation.

Then I identified where, how, who and where they take places to be done. And moreover I find out who uses the resulting information, and at last identified the problems and the causes for them.

  • Making of structured analysis:  It is used to structure the requirements determination process. Here I showed which processes make up the system and what data are being used and stored. And moreover I also identified what data enter and leave the system; I got this information by studying the use of data in each activity.

And at first I draw the context level Data Field Division (DFD) which shows the whole system, and then observed the system level DFD, and the processes in individual sub-system level DFD.

Grey Bangladesh Ltd. is using the Visio software for drawing the DFDs. These DFD provides the key means of achieving the notion of structure. It describes what a system must do and not, how it does.

  • Making of ERD:  I see the ERDs in order to give a clear view of the entities and their relationship among them. Here I identify their cardinality (1-n, 1-1, m-n). And to draw the ERD.
  • Making of data dictionary:   A data dictionary is basically a catalog of elements in a system. prepared data dictionary from ERD. And the data dictionary provides the basic information about the entities, attributes (as like field name/ type/ size/ field parameters).
  • Making of the software: Grey Bangladesh Ltd. is using the visual basic6 for the font-end and oracle for back-end. In front-end they established the input, report forms with visual basic and created the tables for the Db with oracle, which is the most trusted database software in its class.

Feasibility analysis:

After the requirement analysis the feasibility study determines whether the proposed system is feasible or achievable, given the organization’s resources and constrains. That is why feasibility studies are must for any new and expanding project.

This study takes a brief look at the major factor that will influence the ability of the system. It is independent of our initial research, analysis or overall review of any new venture. The three major area of this study is technical feasibility, economical feasibility, and operational feasibility.

According the requirement of the “Grey Bangladesh Ltd.”, it is clear that a large amount of data is to be handled. . If all this data are maintained indecently, then it is quite impossible to maintain the whole system properly. And to get out a proper result from them they have to maintain a proper designed system. The three major areas of feasibility study are described below:

a. Technical Feasibility:

Whether the proposed solution can be implemented with the available hardware, software and technical resources. Does the staff have the technical expertise to design and build this solution? Can the organization adopt the new required (if needed)?

Here we basically find out, whether the existing technical resources – hardware, software etc. will support the design of the proposed system.

b. Economic Feasibility:

After analyzing the technical feasibility, the economic feasibility has to be considered. It is very important to take under consideration the cost effect of the system. The cost associate with the system can be divided in to the following categories:

i) Hardware Cost: Hardware resources include all the physical devices and materials used in information processing. It includes computers, calculators, printing devices, input devices, storage media, etc, that is all tangible objects.

Does the organization already have the technical expertise required for the new proposed system? Can the organization afford the costing for buying new hardware? Whether the benefits of the proposed solution outweigh the costs (cost-effective)?

ii) Software Cost:  Software resources include all sets of information processing instructions for the computer. All the software that are used to operate any PC or any system on the PC are called software (System software-Wndows98/2000 and Application Software-Ms-Office).

Here they justify the cost effect for the software needed. Weather the organization needs any new operating system, application software. If needed then will it outweigh the costs.

c. Operational Feasibility: In this part, the existing managerial and organizational framework was studied. It was done in order to see whether the proposed system would change the working environment or not.

Weather the proposed solution is desirable within the existing managerial and organizational framework. How will the proposed solution change the work environment? How do the users feel about such a solution? Will they feel comfort while using the proposed system?

After analyzing Grey Worldwide Bangladesh’s organizational structure and management, I have come out with the following proposed system and their feasibility efficiencies are given bellows:

  1. Create a new Department
  2. Prototype ( Individual Software for each departments)
  3. Developed New Web-Based Software
  4. Developed New Software (Client & Server Based)
  • 1.      Create a new Separate Department :

In this proposed system they have to create a new department for doing all these stuffs. Here they have to recruit some new employees, and they also have to bring some people from their existing departments (Service, Creative, Media and Account). And this whole group shall monitor the whole system. I have come out with the following feasibility efficiencies for this proposed system:

a. Technical Feasibility:   As in this part, it is ensured whether the existing technical resources – hardware, software etc. will support the design of the proposed system. Moreover this proposed system is not a software based system. So there is no Technical feasibility in this proposed system.

b. Economic Feasibility:   In this part I observed the economic efficiency of the proposed system. And the system needs some new employees. So the company has to recruit some new employees. Thus the company has to pay them all the year around as long the company remains.

So, it is a long term paid system, there will be no chance of reducing the employee hiring cost, moreover the hiring cost will increased day by day. In sort I’ll say this system is not economically feasible.

c. Operational Feasibility:   After studying the existing organization’s frame work, we find out that this proposed system will be an operational feasible.

Because the new department will be build up with the existing employees and some new employees. As the will be taken from each department, so they will know their job accurately. And they can easily monitor, maintain their job.

2.      Prototype (Individual Software for each Department)

In this proposed system I see some new individual small software for each department. Like creative department will use individual software especially for their jobs, so on for all the rest departments (Media, Service, Account).

The feasibility efficiencies for this proposed system are given bellows:

a. Technical Feasibility:   After analyzing the efficiency for this proposed system, I have found that as it will have software created by Ms-Excel, which is general software for every operating system.

As they are all quiet computer literature so they can easily use the new system. They need not to be trained. Therefore, it can be concluded that the proposed system is technically feasible.

b. Economic Feasibility:   It is very important to take under consideration the cost effect of the system. The cost associates with the system are the followings:

i) Hardware Cost:  In the component analysis it was found that “Grey Worldwide Bangladesh” has sufficient computers now within their office. So it will not cost the organization for any Hardware materials.

ii) Software Cost:  The software are required an operating system. As they already have sufficient PCs, and all of them have the Ms-office software on them. So they need not to pay any cost for any new software.

After looking at the categories of costs associated with proposed system, it is clearly visible that the system is extremely economically feasible.

c. Operational Feasibility:  After observing the existing organization framework it is found that the proposed system will not at all solved the problem. Because the proposed system will not have link between them.

All of them are individual software; there will be no networking system. They might have solved the internal works within any individual department, but at the end all of them will come out with the manual system. And as a result it will not solve the existing problem properly. So I will say this proposed system is not operationally feasible.

3. Developed New Web-Based Software:

In this proposed system Grey Worldwide Bangladesh is introduce web-based database. This will have a proper database system in it.  I have come out with the following feasibility efficiencies for this proposed system:

a. Technical Feasibility: After examining the efficiency of the proposed system, it is found that the proposed system will use PHP for the font-end and My-SQL for the back-end. This is a easiest software for almost every user. Grey Worldwide Bangladesh has sufficient PCs for almost all of her employees. And almost all of them have the basic idea about the basic use of PC.

So they need not to have any trainee persons for running the system. And as the system is designed as user friendly system, so they just need basic knowledge about the system, which they can learn within a few hours. Therefore, it can be concluded that the proposed system is technically feasible.

b. Economic Feasibility:   After ensuring whether the existing technical resources – hardware, software etc. will support the design of the proposed system, the cost associate with the system is given bellows:

i) Hardware Cost:  In the component analysis it was found that “Grey Worldwide Bangladesh” has sufficient computers now. More over this system needs a Network system (WAN). And they already had a Local Area Network (LAN) system within their office. So it will cost nothing for the organization.

ii)  Software Cost:  The software are required an operating system, back-end DBMS software and front-end software. The back-end DBMS software My-SQL is almost free (as there is no software copyright in Bangladesh), they need not to buy a original copy of SQL server. Which may cost the organization huge?

They Just have to pay the developer farm for the designing the software. After looking at the categories of costs associated with proposed system, it is clearly visible that the system is economically feasible.

c. Operational Feasibility:  After studying the existing managerial and organizational framework, it was found that the proposed system will change the working environment.

As they already have basic ideas about PC, so they need not to be taught exceptionally about how to operate the new system. But there is a weak pint about this proposed system that is the SQl server provider does not give any guarantee on the security of the DBMS.

It is a web-based DBMS so anybody can easily get the data inside the DBMS. Thus Grey Worldwide Bangladesh can lose any secured data, which may cost them some serious harassment with their clients.

4.      Developed New Software (Client & Server Based)

To maintain all information for all the components a proper and well-designed computerized system is needed. By implementation the system, processing data consistency is improved. It helps to keep record of all data related to their job. It will also help to update legal documents and observe the overall performance of the organization. The three major areas of feasibility study are discussed below:

a. Technical Feasibility: In this part, it is ensured whether the existing technical resources – hardware, software etc. will support the design of the proposed system. During the component analysis it was found that the “Grey Bangladesh Ltd.” does not use any proper designed DBMS at all. But they have PCs for almost all of their employees. And almost all of them have the basic idea about the basic use of PC.

The back-end of “Grey Bangladesh Ltd. Information System” is designed in Oracle (Windows platform) and the front-end was designed in Microsoft Visual Basic. So they need not to have any trainee persons for running the system. And as the system is designed as user friendly system, so they just need basic knowledge about the system, which they can learn within a few hours. Therefore, it can be concluded that the proposed system is technically feasible.

b. Economic Feasibility: After analyzing the technical feasibility, the economic feasibility has to be considered. It is very important to take under consideration the cost effect of the system. The cost associate with the system can be divided in to the following categories:

i) Hardware Cost:  In the component analysis it was found that “Grey Worldwide Bangladesh” has sufficient computers now. And most of them are P-4 pcs. More over this system needs a Local Area Network (LAN) based system, which they already had within their office. So it will not cost a lot for the organization.

ii)  Software Cost:  The software are required an operating system, back-end DBMS software and front-end software. The back-end DBMS software oracle is almost free (as there is no software copyright in Bangladesh), they need not to buy a original copy of Oracle™ from Microsoft. This will cost a huge amount for the organization. After looking at the categories of costs associated with proposed system, it is clearly visible that the system is economically feasible.

c. Operational Feasibility: In this part, the existing managerial and organizational framework was studied. It was done in order to see whether the proposed system would change the working environment or not.

The system, which was going to be implemented, obviously will change the working environment but that must not be drastic and the users must feel comfortable handling and coping with the solution.

During our interview with the COO/ Directors/ asst. Directors we have inquired about persons who might operate the proposed system. It was found that the person who is currently operating the manual system and the COO/ Directors/ asst. Directors himself/ herself would operate the system.

The COO/ Directors/ asst. Directors and other employees who operates the manual/ semi computerized system, may need not to taught how to operate the system. According to them the employees are highly educated, and most of them have the foreign degrees.

As they already have basic ideas about PC, so they need not to be taught exceptionally how to operate the new system. They can get the basic idea about the new system just within a very short period of time.

As the proposed system would be much easier to operate than the manual system, we believe the operator will easily learn how to operate it. Also, it is one of our requirements to make the system as user friendly as possible. So it is clearly visible that the system is operationally feasible.

Matrix for the Grey Bangladesh Ltd. proposed Systems:

Proposed Systems

Technical Feasibility

 

Economic Feasibility

 

Operational Feasibility

Create a new Department

*

*

+

Prototype (Individual Software for each department)

+

+

*

Developed New Web-Based Software

+

+

*

Developed New Software (Client & Server Based)

+

+

+

Table – 0.6. Matrix for the Grey Bangladesh Ltd. proposed Systems.

Process Modeling:

Diagram – 0.18. 6th Level DFD System.

Analysis use case-1:

Use case Name

Place a GD

Actor

Defender

Description

This use case describes the process of submitting a GD (general diary) for any cause. And the defender will receive a GD entry acknowledgement from the thana.

References

TIS

Typical Course of Events

Actor Action

System response

Step 1: This use case is initiated when a public submit a complain to be processed.

Step 6: This use case concludes when the defender gets a GD submitting acknowledgement.Step 2: The defender’s personal information such as address and phone number is entered.

Step 3: The suspect’s personal information such as address and phone number is entered.

Step 4: The reason for the complain is entered.

Step 5: The date of submitting the GD is entered.

Alternate Courses

Step 2: If the defender wants to withdraw the complain, then the GD will terminate.

Step 3: If the cause for GD happened then the GD will terminated and turn into FIR.

Step 4: If the defender wants to change the GD information, then revised GD.

Step 5: If the cause of the GD do not occurred then the GD remain as simple document.

Step 6: If the GD expire date over then GD will closed.

Precondition

A GD can be submitted by any civilian.

Post Condition

GD has been recorded and GD document goes to GD file.

Assumption

None at this time.

Table – 0.7. Case 1.

Analysis use case-2

Use case Name

Place A FIR(first investigation report)

Actor

Employee

Description

This use case describes the process of submitting a FIR for any cause. And the defender will receive a FIR entry acknowledgement from the thana.

References

TIS

Typical Course of Events

Actor Action

System response

Step 1: This use case is initiated when a public or, the employee submitted a crime occurrence complain to be processed.

Step 6: This use case conclude when the crime is proved.Step 2: The defender’s personal information such as address and phone number is entered.

Step 3: The suspect’s personal information such as address and phone number is entered.

Step 4: Entered the crime with description.

Step 5: Entered the duty officer name and designation.

Step 6: Entered the FIR submitting date.

Alternate Courses

Step 2: If the convicted suspect crime is proved then the FIR turn into Charge Sheet.

Step 3: If the crime is not proved then the FIR process closed.

Precondition

FIR can be submitted both by the public and employee.

Post Condition

FIR has been recorded and FIR document goes to FIR file.

Assumption

None at this time.

Table – 0.8. Case 2

Partial listing of actors and use cases of thane information system

Actor

Use Case Name

Use Case Description

Defender

Submit a GD

Defender submits a complain to the Thana

Submit a FIR

Defender submits a complain for a happened crime.

Submit change of GD information

Defender changes the information of a submitted GD

Query a GD

Defender can request for any information about submitted GD that is submitted by him / her.

Disclose a GD

Defender can terminate any GD that is submitted by him at any time he wishes.

Query a FIR

Defender can request for any information about any FIR that is submitted by him/her.

Employee

Submit a FIR

Employee submits a complain for any happened crime.

Submit a Charge Sheet

If the crime of a FIR is proved then he can generate a Charge Sheet.

Submit a Case

For court hearing a employee can generate a Case document.

Query a GD

Employee can query GD information.

Query a FIR

Employee can query FIR information.

Query a Case

Employee can query a Case condition.

Query a charge Sheet

Employee can query a charge sheet condition.

Disclose a FIR

Employee can disclosed a FIR, if the crime of the FIR is not proved.

Disclose a GD

Employee can disclosed a GD, if the defender wants to terminate it or if the GD date expired.

Table – 0.9. Case 3

Part –VI: Conclusion & Recommendation

Successes

Profitability Agency: It can be said that the purpose of establishment of Grey Advertising Bangladesh Ltd is achieve because it is operating as profitable agency in the competitive market.

Proper uses of local models: Grey Advertising Bangladesh Ltd uses local talented models to ensure their (models) efficiencies and skills also.

Supplier of media vehicles: Television, daily news paper, billboard, etc are

the main sources of both agencies and clients. Grey Advertising Bangladesh  Ltd provided these vehicles to their clients to their (agency) standard.

   Employment of a large number of people: There are more than 80 of   workers; staffs & officers work in Grey Advertising Bangladesh Ltd. So, it             contributing to the socio-economies field of the country

.Welfare oriented activities: BISF provided entertainment and welfare for

       the workers, staffs, & officers. It provided the following programs.

  • Medical facilities for workers, staffs officers their dependents.
  • Housing facilities: Grey Advertising Bangladesh Ltd provided housing facilities for workers, staffs. Now there were 5 storied 2 buildings. Each building contains 10 flats. . So 2 building can accommodations for 55 officers and guest as well.
  • Scholarships for bright result of sons and daughters of workers, staffs & officers.

Problems:

Grey Advertising Bangladesh Ltd is one of the leading advertising agencies in Bangladesh. As a leading agency in Bangladesh, it faces some problems to complete in the dynamic and free- market. The problems are as follows:

  1. Bureaucratic problem:

Today business world is dynamic and rapid changing. Information, technology, culture makes it possible to design decisions very quickly. Grey Advertising Bangladesh Ltd face this problem. It cans nit take effective action quickly. It must follow the management hierarchy. This is great problem to perform business activities in this globalization age.

  1. Lack of innovation:

Innovation is an important factor to get success in business. Competitors are bringing their new innovated product by the short time. But Grey Advertising Bangladesh Ltd cannot do this because of bureaucratic problem. If Grey Advertising Bangladesh Ltd intends to introduce a new product, the CEO must approve it. It is a lengthy process. During this processing time, competitors introduce another new product that makes the existing product obsolete.

  1. Lack of new technology:

Technology is changing. New technology makes existing technology obsolete. Then it is needed to replace that new one. Such as, computer has made type machine obsolete. Grey Advertising Bangladesh Ltd cannot replace new technology easily. They send offer file to the office. If Grey Advertising Bangladesh Ltd approves it, then it is sent to the other head of different departments for approvals. Then it comes back to Grey Advertising Bangladesh Ltd through scalar chain. It is lengthy and complex process.

  1. Lack of employees’ involvement:

Employee’s involvement is very significant factors for productivity and quality. If employees’ involvement can be ensured, total production will increase and quality of product will be high.

  1. Lack of quick response:

Due to bureaucratic complexity, Grey Advertising Bangladesh Ltd can not response to market change quickly.

  1. Insufficient Creative & Servicing facilities:

Creative & Servicing efforts are conducted to find out the reason of previous accident or damages. There are no efficient Creative & Servicing efforts to develop new products.

  1. Lengthy process of decision-making:

In Grey Advertising Bangladesh Ltd, decision-making process is very length, which is barrier to operate competitively in modern business environment.

  1. Lack of opportunity to utilize personal competence:

In Grey Advertising Bangladesh Ltd, there is no opportunity to utilize personal competence. All activities are performed according to structure

Promotion strategies:

Promotion strategies are important to increase sales. But Grey Advertising Bangladesh Ltd has no adequate promotion strategy

.Poor quality of product:

Clients defines quality in various dimension such as quality of; a) Performance b) Feature c) Conformance d) Reliabilities e) Durability f) response. Quality of Grey Advertising Bangladesh Ltd product is good due to customer’s response, reliability & performance. But the feature of products is not so attractive.

  1. Lack of SWOT analysis:

Every organization has some strengths, weakness, opportunities & treats. Organization should analyze this SWOT to gain success. But Grey Advertising Bangladesh Ltd does not conduct this analysis.

  1. Inappropriate promotion strategies:

In Grey Advertising Bangladesh Ltd, promotion is made on the basis of seniority. It is not a sound policy. Newcomer may before competent than senior one. So, promotion should be made considering knowledge.

  1. Lack of motivation:

In every agencies requires lot of motivations to work. But in Grey Advertising Bangladesh Ltd excellency is not rewarded. So, competent people do not be motivated to apply their competencies.

Recommendation:

Grey Advertising Bangladesh Ltd is world wide leading advertising firm that is operating as a profitable organization till now. Because of free economy market it is facing competition in the market and competition is increasing day by day. In this perfect competitive market, Grey Advertising Bangladesh Ltd should bring a   radical change in their culture. I would like to mention some recommendations that may be helpful to compete in the competitive market. Such recommendations are as follows:

Top management commitment:

Top management commitment is a commitment of corporate resource, including management time to the improvement of process. Top management should be committed; it is easier to gain success.

Grey Advertising Bangladesh Ltd is a wing of Grey Global Group. The most important thing is that management of Grey Advertising Bangladesh Ltd should be committed. If the CEO and departmental heads are highly committed, it will not be hard to run Grey Advertising Bangladesh Ltd as a significant profitable enterprise. They have to-

  Spend time with clients and supplier.

  Maintain a partnering relationship with supplier

  Make commitment impressive by attending training program

  Review clients satisfaction and quality data

  Allocate agencies resources.

                  ii.            Employees’ involvement:

In an agency, all employees work in a structure. Involvement is ensuring at their own work place, productivity and quality will increase. So, they should be provided be motivational incentives and comfortable work environment.

                iii.            Focus on clients expectation:

In the past, there ware one way communication between clients and agency, But present globalization situation it is a both way communication. Here success of business depends on ability to satisfy client’s expectation. So, focus should be given on client’s expectation and action to be taken to satisfy their expectation and even exceed their expectations.

                iv.            Development of new product:

To satisfy and exceed client’s expectation, it will create to develop a high standard for both on a continuous basis.

                  v.            Creative & Servicing:

To develop or innovates new product and process, creative & servicing is required. So, it should conduct creative & servicing efforts toward creating new product, developing existing product and developing new process.

Increase employee’s skill:

                vi.            Online management information System:

MIS serves information at the management level to make decision in an organization. In this IT age online MIS is important for any organization to quick decision-making. MIS also helps to coordinate among internal departments.

              vii.            Analysis of competitive environment:

Every organization works in a competitive environment .To gain succeed in competitive market, organization should properly analyze its competitive markets. Supplier, clients, rival firms, substitute product and new entrants are the element of competitive environment. Analyzing these elements, necessary steps must be taken to gain success.

           viii.            Quick decision-making:

Today’s business environment is rapid changing .To get success; decision must be taken to cope with any change. Decision-making should be quick in any matter.

                ix.            Strong coordination among departments:

To achieve organization overall goals, coordination among functional department is essential. If any department does not cooperate with any other department it will not be possible to implement any decision.

                  x.            Development of human resources:

 

In every organization, human resources play vital role. A competent work force is strength of the organization that gives competitive advantage. So Grey Advertising Bangladesh Ltd should strengthen training program for human resources development.

                xi.            Development of quality product:

Success of a business depends on ability to achieve client’s satisfaction. Quality is a weapon to satisfy clients. Grey Advertising Bangladesh Ltd should develop quality product.  Quality is not static. It is continuously improving. To develop quality, total Quality Management is essential. TQM is the continuous improvement of the quality of goods & service for total client’s satisfaction through involvement of all employees. Grey Advertising Bangladesh Ltd should practice.

              xii.            Relationship with supplier:

Good relationship with supplier is important. Supplier provided raw material. Quality of raw material affects of quality of finished campaign. Moreover, timely supply of raw material is essential for smooth campaign. To ensure supply and quality of raw materials, Grey Advertising Bangladesh Ltd should establish partnership with suppliers.

          xiii.            Relationship with clients:

Good relationship with clients helps to get clients feedback that is important to develop quality. Grey Advertising Bangladesh Ltd should maintain good relationship with clients.

            xiv.            Motivating employees:

Grey Advertising Bangladesh Ltd should ensure employees motivation by providing motivational program such as comfortable workplace, rewards for their work, awards and prizes etc. High motivation improves productivity.

              xv.            Developing competitive strategy:

In my opinion, Grey Advertising Bangladesh Ltd follows –

  Best cost provider strategy for advertising campaign.

  Best cost strategy and broad differentiation strategy for tiles.

  Overall low cost strategy for giants clients.

xvi      Arrangement of award for suppliers for their performance is introduced.

xvii    Improve & quality of better campaign.

Conclusion:

This report has explained the practices of maintaining the agency of record (AOR) by Grey Advertising Bangladesh Ltd, which affect their success in the competitive market scenario.

Grey Advertising Bangladesh Ltd is a mother concern of Grey Global Group. This agency produces a large volume of media program. The agency plays a significant role at the national level. It is a profitable agency. It has potentiality, but due to worldwide open market, this organization is facing high competition. In order to face and to fight against the rivalry, Grey Advertising Bangladesh Ltd shall have to be more alter and careful and shall have to adopt authentic strategies in the battle of business. As Grey Advertising Bangladesh Ltd is a world wide agency and under a sector corporation, it has huge power to make decision. If management, staffs, workers work together cordially, it will not be hard to continue its success in the future.

By this brief discussion we see that Grey Advertising Bangladesh Ltd have a grate prospective future. They should take some steps to utilized properly the existing opportunities, and able to compete and defeat their competitors. So, to reach their target and goal, it should be able to become again the market leader by implementing the recommendations & suggestions, as suggested in the previous pages.

grey advertising bangladesh ltd

Some are parts:

Report on Grey Advertising Bangladesh Ltd (Part 1)

Report on Grey Advertising Bangladesh Ltd (Part 2)

Report on Grey Advertising Bangladesh Ltd (Part 3)

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