assignment on marketiong strategy of exim bank
TRANSCRIPT
Asian University of Bangladesh
Assignment On
Marketing Strategy OF
EXIM Bank In Bangladesh
Marketing Strategy Of EXIM Bank In Bangladesh
Submitted To:
Abdullah M.TaherLecturer of Business Policy and Strategic Management
BBA - 4146 Faculty of Business Administration
Asian University of Bangladesh
Submitted By:
Group: Batch: BBA-33 Sec: Accounting,
Faculty of Business Administration
Serial no. Name of students ID no.
01 Mohon Kumar Kundu 200820232
02 Ovijit Kumar Saha 20082023003 K . M . Real 200820321
04 Md. Humayun Kabir Alam 200820248
05 Md. Mostafizur Rahman 200820292
Business Policy and Strategic Management BBA - 4146
Submission Date: 04/12/11Asian University of Bangladesh
Latter of Transmittal
Date: 28/11/11
ToAbdullah M.TaherLecturer of Business Policy and Strategic ManagementBBA - 4146Faculty of Business AdministrationAsian University of Bangladesh
Subject: Submission of report on Marketing Strategy Of EXIM Bank in Bangladesh
Dear Sir,
Here we are submitting our report on “Marketing Strategy Of EXIM Bank in Bangladesh” Prescribed by you in your course Business policy and Strategic Management for this purpose, we have gone through internet, of the respect others and class lecturer sheets for the relevant information of the assigned topic.
Please call me for any further information at your convenient time and place.
Yours truly,Group:Batch: BBA-33 Sec: Accounting,Faculty of Business AdministrationAsian University of Bangladesh
Acknowledgement
At first we desire to express our deepest sense of gratitude of almighty God.
With profound regard we gratefully acknowledge our respected course teacher Abdullah M.Taher Lecturer of Business Policy and Strategic Management, Faculty of Business Administration for this generous help and suggestion during preparation of the report.We like to give thanks especially to our friends and many individuals, for their enthusiastic encouragements and helps during the preparation of this report us by sharing ideas regarding this subject and for their assistance in typing and proof reading this manuscript.
An Overview of EXIM Bank Ltd .
Historical Background
Export Import Bank of Bangladesh Limited (EXIM Bank), one of the leading private
commercial banks, is promoted by a group of renowned Bangladeshi entrepreneurs, and
commenced its banking operation on 3rd August 1999. Within an operative period as
short as eleven years, the bank has arrived at a strong financial and business position by
expanding its market share compared to its contemporaries and to some extent to the 2nd
even 1st generation banks of private sector. In addition, the Bank has also made a
significant contribution to the national economy under the prudent leadership and
untiring support of the member of the Board of Directors, who are leading business
personalities and reputed industrialists of the country. Now the EXIM Bank Ltd has the
72 branches in the Bangladesh and 15 branches in outside of the Bangladesh.
By the grace of Almighty Allah, the Bank has started its operation as full-fledged Islami
Bank based on Shariah through conversion from conventional interest based banking
system with effect from 1st July 2004 with the approval of Bangladesh Bank. It is our
great pleasure that every body gladly accepted the conversion with appreciation. It is a
breakthrough in the history of Islami Banking, because all other Islamic Banks of
Bangladesh are found Shariah based since inception i.e. at the time of their incorporation.
We have also experienced some traditional Banks having a few branches based on
Shariah. But we perhaps, first time introduce total conversion of a conventional Bank into
a full-fledged Islami Bank in the World.
It is noted here that a learned Shariah Council, consisting of 12 members who are
prominent ulema, reputed bankers and eminent economists of the country, has been
formed to guide, monitor and supervise the banking activities complying Shariah
principle since inception of its islami banking branches and thereafter transformation of
its operation from traditional to fully Shariah based Islamic banking system. Professor
Moulana Mohammad Salah Uddin is the Chairman of the council. Total 08(Eight)
meetings of the council were held during the period.
Mission and Vision of EXIM Bank Ltd.
The gist of our vision is 'Together Towards Tomorrow'. Export Import Bank of
Bangladesh Limited, as the name implies, is not a type of Bank in some countries on the
globe, but is the first of its kind in Bangladesh. It believes in togetherness with its
customers, in its march on the road to growth and progress with services. To achieve the
desired goal, there will be pursuit of excellence at all stages with a climate of continuous
improvement, because, in EXIM Bank, we believe, the line of excellence is never ending.
Bank’s strategic plans and networking will strengthen its competitive edge over others in
rapidly changing competitive environments. Its personalized quality services to the
customers with the trend of constant improvement will be cornerstone to achieve our
operational success.
The bank has chalked out the following corporate objectives in order to ensure smooth
achievement of its goals:
∙ To be the most caring and customer friendly and service oriented bank.
∙ To create a technology based most efficient banking environment
for our customers.
∙ To ensure ethics in all levels
∙ To ensures sustainable growth and establish full value of the
honorable shareholders and
∙ Above all, to add effective contribution to the national economy
As a part of the said issues, the bank also emphasizes on the following area of services,
such as:
∙ Provide high quality financial services in export and import trade
∙ Provide defect free quality customer service
∙ Maintenance of corporate and business ethics
∙ Become trusted repository of customers' money and their financial
adviser
∙ Make our stock superior and rewarding to the customers
∙ To achieve high customer satisfaction level.
∙ Enhance shareholders wealth.
Features of EXIM Bank Ltd.
It is permissible for the Client to offer an order to purchase by the Bank particular goods
deciding its specification and committing himself to buy the same from the Bank on Bai-
Muajjal i.e. deferred payment sale at fixed price.
It is permissible to make the promise binding upon the Client to purchase from the Bank,
that is, he is to either satisfy the promise or to indemnify the damages caused by breaking
the promise without excuse.
It is permissible to take cash / collateral security to Guarantee the implementation of the
promise or to indemnify the damages.
It is also permissible to document the debt resulting from Bai-Muajjal by a Guarantor, or
a mortgage. or both like any other debt. Mortgage / Guarantee / Cash security may be
obtained prior to the signing of the Agreement or at the time of signing the Agreement.
Stock and availability of goods is a basic condition for signing a Bai-Muajjal
Agreement, Therefore, the Bank must purchase the goods as per specification of the
Client to acquire ownership of the same before signing the Bai-Muajjal Agreement with
the Client.
After purchase of goods the Bank must bear the risk of goods until those are actually
delivered to the Client.
The Bank must deliver the specified Goods to the Client on specified date and at
specified place of delivery as per Contract.
The Bank may sell the goods at a higher price than the purchase price to earn profit.
The price once fixed as per agreement and deferred can not be further increased
The Bank may sell the goods at one agreed price which will include both the cost price
and the profit. Unlike Bai-Murabaha, the Bank may not disclose the cost price and the
profit mark-up separately to the Client.
Function of EXIM Bank Ltd.
As a commercial Bank, EXIM Bank Ltd provide all traditional banking services
including a wide range of savings and investment scheme products, foreign exchange and
ancillary services with the support of modern technology and professional management.
But our main stress is, as the name implies, put on export and import trade handling and
financing & the bank has become the pioneer in promoting Readymade Garment
industries and one of the largest financiers in this sector. Since the inception, the Bank
foresighted the bright prospects of this sector and extended finance to the deserving and
promising entrepreneurs. It provides this sector with financial support including market
information and advice and today the garment sector constitutes about 76% of the total
export of the Company
Investment Schemes of EXIM Bank Ltd.
There are many types of investment in the EXIM Bank Ltd ,which are so much important
and benefited for customers and the bank. That’s Investment Schemes are:
I. Izara Bill Baia (General)
Short term, Medium term & long term investments allowed to individual/firm/industries
for a specific purpose but for a definite period and generally repayable by installments
fall under this head. This type of lending are mainly allowed to accommodate financing
under the categories (i) Large & Medium Scale Industry and (ii) Small & Cottage
Industry. Very often term financing for (i) Agriculture & (ii) Others are also included
here.
II. Izara Bill Baia (HB)
Investments allowed to individual/enterprises for construction of house (commercial) fall
under this type of investment. The amount is repayable by monthly installment with a
specified period. Such investments are known as Izara Bill Baia (HB). No investment for
construction of residential house building shall be accommodated to the Bank’s customer
where there is no other business consideration.
III. Izara Bill Baia (Staff HB)
Investment allowed to our Bank employees for purchase/construction of house shall be
know as Investment (STAFF HB).
IV. Other Investment to Staff
Investment allowed to employees other than for House Building shall be grouped under
head of Staff Izara Bill Baia (General).
V. Bai-Muazzal
Investment allowed to individual/firm for trading as well as wholesale purpose or to
industries to meet up the working capital requirements against hypothecation of goods as
primary security fall under this type of lending. it is a continuous investment. It is
allowed under the categories (i) “Commercial Lending” when the customer is other than
an industry and (ii) “Working Capital” when the customer is an industry.
VI. Murabaha
Financial accommodations to individual/firm for trading as well as for wholesale or to
industries as working capital against pledge of goods as primary security fall under this
head of investment. It is also a continuous investment and like the above allowed under
the categories (i) “Commercial Lending” and (ii) Working Capital”.
VII. Izara Bill Baia (HP)
Izara Bill Baia (HP) is a type of installment investment under which the Purchaser agrees
to take the goods on hire at a stated rental, which is inclusive of the repayment of
Principal as well as profit for adjustment of the investment within a specified period.
VIII. Izara (LF)
Izara (LF) is one of the most convenient sources of acquiring capital machinery and
equipment whereby a client is given the opportunity to have an exclusive right to use an
asset usually for an agreed period of time against payment of rent. It is a term financing
repayable by installment.
X. Bai-Muazzal (General/FO)
Investment allowed to individual/firms against financial obligation (i.e. lien on MTDR/
PSP/BSP/Insurance Policy/Share etc.) This may not be a continuous Investment.
XI. Bai-Muazzal (WO)
Investment allowed against assignment of work order for execution of contractual work
falls under this head. This investment is generally allowed for a definite period and
specific purpose i.e. it is not a continuous investment.
XII. Bai-Muazzal (Export)
Investment allowed for purchasing foreign currency for payment against L/Cs (Back to
Back) where the exports do not materialize before the date of import payment. This is
also an investment for temporary period, which is known as export finance and falls
under the category “Commercial Lending”.
XIII. Murabaha Import Bills (MIB)
Payment made by the bank against lodgment of shipping documents of goods imported
through L/C falls under this head. It is an interim investment connected with import and
is generally liquidated against payment usually made by the party for retirement of the
documents for release of imported goods from the customs authority. It falls under the
category “Commercial Lending”.
XIV. Murabaha Post Import (MPI)
Investment allowed for retirement of shipping documents and release of gods imported
through L/C taking effective control over the goods by pledge in Godown under Bank’s
lock & key fall under this type of investment. This is also a temporary investment
connected with import that is known as post-import finance and falls under the category
“Commercial Lending”.
XV. Trust Receipt (TR)
Investment allowed for retirement of shipping documents and release of goods imported
through L/C fall under this heard. The goods are handed over to the importer under trust
with the arrangement that sale proceeds should be deposited to liquidate the investments
within a given period. This is also a temporary investment connected with import and
know as post-import finance and falls under the category “Commercial Lending”.
XVI. IBP
Payment made through purchase of inland bills/cheques to meet urgent requirement of
the customer falls under this type of investment facility. This temporary investment is
adjustable from the proceeds of bills/cheques purchased for collection. If falls under he
category “Commercial Lending”.
XVII. Musharaka Pre-shipment (ECC)
Financial accommodation allowed to a customer for exports of goods fall under this head
and is categorized as “Investment on Export”. The investments must be liquidated out of
export proceeds with 180 days.
XVIII. Musharaka Pre-shipment (P.C.)
Investment allowed to a customer against specific L/C/firm contract for processing/
packing of goods to be exported falls under this head and is categorized as “Musharaka
Pre-shipment”. The investments must be adjusted from proceeds of the relevant exports
within 180 days. It falls under the category “Investment on Export.
XIX. F D B P
Payment made to a customer through purchase/negotiation of a foreign documentary bills
falls under this head. This temporary investment is adjustable from the proceeds of the
shipping/export documents. It falls under the category “Investment on Export”.
XX. L D B P
Payment made against documents representing sell of goods to Local export oriented
industries that are deemed as exports and which are denominated in Local
Currency/Foreign Currency falls under this head. This temporary liability is adjustable
from proceeds of the Bill.
XXI. FBP
Payment made to a customer through Purchase of Foreign Currency Cheques/Drafts fall
under this head. This temporary investment is adjustable from the proceeds of the
cheque/draft.
Services of EXIM Bank Ltd .
The EXIM Bank Ltd. provides different types of services to their customers as a
commercial bank. The customers of the EXIM Bank Ltd are also benefited to take the all
services by which provides the bank. The services of the EXIM Bank Ltd. as follows :
Account of the customers
Western money transfer.
VISA card
Credit cart
Letter of credit (L/C)
Pay order
Volt service
Demand Draft (DD)
Clearing chque by Clearinghouse
Money transfer from one branch to another branch.
Money exchange service
Different Departments of EXIM Bank Ltd.
There are many department in EXIM bank Ltd. All of the department always works to
provide the better banking service to their cutomers. All department incharges are so
much concern about their duty.In EXIM bank Ltd all departments activities related with
the another department activities.
Investment Department
Investment department is the most important department of the bank. By this department
bank provides the loan to their customers. The investment department also maintain the
mortgage and security against the loan. This department selects how much loan will
provide against the instrument. Mainly this department arranges to earn big part of the
total profit of the bank profit.
Cash Department
The cash department plays the vital role of the total banking activities. The main
activities of the cash department are receive money and payment money. Here the
customers pay the money at the agnist of DD,L/C,pay order, deposit scheme and etc. In
cash recevie department recevies the money from the customers. When the cash money is
shorted, then the bank borrow money from the other bank.In same cases the cash
department lends cash money to the other banks.The cash department always so much
concern about recevie money from the customer,because sometime customers place the
false note.For this reason the empolyees of the cash department work very carefully.
Clearing House Department
The Banglsdesh Bank arranges the clearing house activities by the other commercial
bank. The two times in a day under the Bangladesh Bank the all commercial banks meet
up their DD, pay order and chque. The bank collects the DD, pay order and chque from
the customer and these places in clearing house. In clearing house bank collcets DD,pay
order and chque from the other banks and these transfer to the customer account. This are
the activities of clearing house. All these activities by the bank representative.
Letter of credit (L/C)/ Foreign Exchange Department
The main activities of the L/C department to export and import business between the two
countries by the business man. L/C means the security paper which shows that ,if the
party is unable to pay the price of goods of foreign then bank will be liable to pay the
price of goods of foreign country. Here bank provides L/C to the party when the party
pay money to the bank equal amount price of goods. Here home country and the host
country’s bank transfer their information by the FAX. In L/C paper bank refers the
amount ,name, brand, quality and price of the goods clearly. Here all export and import
business are conduct in Dollar ($) currency. The rate of Dollar selects the seller and buyer
by the current exchange rate. When any person goes to outside of the country , he/she can
purchases the dollar from this department.
Account Execution Department:
The duty of the account execution department are the opening the account and closing the
account and provide the information to the customers related to the account opening. The
person who engaged to this department mainly, his called Executive Officer (EO).
Without those departments of EXIM Bank Ltd. has many important departments, which
departments work in Head office in Dhaka. That are Recruitment department, Audit
department, Branch Monitoring department and Branch Establishing department.
MARKEKING
STRATEGIES OF
EXIM BANK LIMITED
Marketing strategies of EXIM Bank Ltd .
What does marketing mean?
Many people think of marketing only as selling and advertising. Today, marketing must
be understood not in the old sense of making a sale “telling and selling”- but in the new
sense of satisfy customers needs.
Relationship Banking is a process, which has the aim of persuading customer to become
lifetime customer and to place their banking business with one bank now and in the
future. Relationship banking enables to provide a cost-effective, proactive service to
selected customer.
As a whole, Relationship Banking refers to a long term, mutually beneficial and
exclusive problem solving relation between customers and Banker.
Marketing Strategies
For achieving balanced and sustainable growth, we must satisfy two group’s new
customer and repeat customer. Today, the marketing should be all effort to retain current
customers and build lasting customers relationship. Thus, marketing is service oriented.
The service is “a bridge between products and customer”.
Marketing thus mainly focused as:
a) Customer Focus: It also means “the design, creation and delivery of service products
based on meeting customer needs and exceeding their expectations’.
b) Co-operation: It implies “Share information and share resources”.
c) Continuous Improvement: This is the part or marketing research. We take feedback
from the market, we take note of the customers complain and try to improve our product
service on a continuous basis to remain competitive in the market.
d)Satisfied customer: One satisfied customer will do advertisement on our behalf and
automatically bring chain of new customer. On the other hand one dies-satisfied customer
is enough to ruin our image & good will.
e) What Customer Want: They want solution of their problems. we can solved their
problems by way of Analyze, plan and act. Once customer gets solutions to their
problems they will do marketing for us.
The most important factor and crafting a marketing strategy includes the following
strategies:
Product Strategy
Price Strategy
Distribution Strategy
Promotion Strategy
Segmentation
Targeting
Positioning Strategy
EXIM Bank Ltd marketing strategy is based on its positioning of different product. On
the focus to customer side the market is mainly upper-middle and middle income
professional who need saving with some attractive profit to meet any emergent
requirement in future as well as to develop a sizable amount of money to procure some
valuable future earnings. This segment of market includes individual, having a regular
monthly income ,male or female ,age not blow 18 years and educated or less educated
Bangladeshi person.
Product Strategy
EXIM Bank Ltd accept deposit on the basis of Mudaraba in the following types of
accounts:
1. Mudaraba Short Notice Deposit Account.
2. Mudaraba Saving Account
3. Mudaraba Term Deposit Account
4. Other Scheme Deposit Account
Average 70% of profit earn by the bank is distributed proportionately among depositors
annually.
Price Strategy
a. Deposit Scheme
i. Al Wadiah Current Deposit
ii. Mudaraba Saving Deposit
iii. Mudaraba Trm Deposit
iv. Mudaraba Short Notice Deposit
v. Monthly Income Scheme (5 years)
vi. House Deposit Scheme
vii. Monthly Deposit Scheme
viii. Mudaraba Multiple Deposit Scheme
ix. Mudaraba Education Deposit Scheme
x. Mudaraba Double Deposit Scheme
xi. Pension Deposit Scheme
xii. Marriage and Investment Deposit Scheme
xiii. Monthly Installment Based Hajj Deposit Scheme
xiv. Monthly Installment Based Term Deposit Scheme
b. Investments Modes
To provide interest free Banking EXIM Bank Ltd has adopted the following modes of
investment:
1. Musaraka (equity participation on the basis of sharing profit and loss)
2. Mudaraba (sharing of profit and loss in business where one partner provides
expertise and management and other partner provides capital remaining inactive.)
3. Mudabaha (Buying and selling of goods with profit)
4. Bai-Muajjal (credit sale with profit)
5. Ijara (leasing for rent)
6. Hire purchase or Shirkatul Melk
7. Bai-Salam (purchasing of agricultural product while in production and providing
advance money to the producers)
8. Quard
Distribution Strategy
EXIM Bank Ltd. is one of the biggest private bank of the Bangladesh. For this reason its
has the big customer demand. To providing this banking services, EXIM Bank Ltd ha
opened 44 branches all over the Bangladesh. In out of the country this bank’s has 12
branches. All of this branches always work to provide high qualitiful and the helpful
services to their customers.
Promotion Strategy
Vigilance &Control Division (VCD) and Marketing & Development Division (MDD) at
EXIM Bank Ltd Head office will jointly arrange for well publicity of the brand name of
new deposit scheme with its important features by the national newspaper and electronic
media (TV). Every branch will show special and attractive banners of the new offering
for awareness. Leaflet, placard, festoon ,poster and brochure will be supplied to each
branch for distribution and exhibit to all important place with the differentiation feature
and attractive .
The EXIM Bank Ltd also offers to their marketing employees (Field worker) extra
incentive ,if they fulfill the following chart. It is the financial motivation to their
marketing employees. As a result they express their better effort in banking service.
Sl. No. Deposit (TK) Number of new
Accounts
Cash Prize
1 1.00 lac 10 100/=
2 2.00 lac 12 200/=
3 3.00 lac 14 350/=
4 4.00 lac 16 475/=
5 5.00 lac 18 600/=
6 6.00 lac 20 750/=
7 7.00 lac 23 9,85/=
8 8.00 lac 24 1,125/=
9 9.00 lac 26 1,300/=
10 10.00 lac 28 15,500/=
This table indicates that, when a banker arranges to open number of 10 accounts which
value will be 1.00 lac then she/he will get extra 100 Tk. next one account. The fillip the
12 accounts and value will be 2.00 lac then banker gets extra 200 Tk for extra one
account. The EXIM Bank Ltd. by this way maintain the extra account commission to
promotion their bank’s employees.
Segmentation
To provide better services, bank divided the banking sector lots of segmentation.
Segmentation just depend on the basis of the lots of element. When the marketing team
divided the market under the segmentation, then they consider the feature of the
customers, financial condition of the customers, local area and business nature of the
geographical area.
Targeting
This bank name is Export and Import bank. That’s why rich and elite person are the
target customer of this bank. But in present time this is targeting mid class customers for
“EXIM Bank Deposit Programme”. This bank all time searches the unused mony from
the general people as their valuable capital.
Positioning Strategy
EXIM Bank Ltd is required for positioning “EXIM Bank deposit programme”. Account
as a most convenient to its target market using product differentiation with other existing
products due to its special features that are not provided by the other banks. The
following approaches are considered for the strategy:
a. Positioning by Attribute
Attributes of the product are features, nature, color and etc. “EXIM Bank Deposit
Programmed” are more quality based than the attributes of similar types of other
products. As such ,it can be able to create its positioning by attributes. Because any
private banks does not arrange this types of similar deposit programmed.
c. Positioning by Use
Customer consideration about the types and number of purposes the product will serve.
“EXIM Bank Deposit Programme” will serve the saving purpose and to obtain loan
against the same simultaneously, thus will able its positioning by use or application. By
this programme, the customer will be more interested to get a big amount of money at
end of the deposit scheme period ,if they maintain profitable deposit scheme among the
other various deposit scheme of EXIM Bank Ltd. Because EXIM Bank Ltd starts
“EXIM Bank Deposit Programme” which programme is not available in other private
banks.
d. Positioning by Product User
The number of classes “EXIM Bank Deposit Programme” will serve relatively more due
to its variety of range in according to the saving capacity of the customers. So,
positioning by user will take place. Because in EXIM Bank Ltd offers many types of
profitable deposit scheme which do not offer other private banks under the deposit
programme.
Data Analysis
SWOT Analysis
SWOT Analysis is a strategic planning method used to evaluate the Strengths,
Weaknesses, Opportunities, and Threats involved in a project or in a business venture. It
involves specifying the objective of the business venture or project and identifying the
internal and external factors that are favorable and unfavorable to achieving that
objective.
Strengths: attributes of the person or company those are helpful to achieving the
objective.
Weaknesses: attributes of the person or company those are harmful to achieving the
objective.
Internal Factors External Factors
Strength Weakness Opportunity Threat
SWOT Analysis
Opportunities: external conditions those are helpful to achieving the objective.
Threats: external conditions which could do damage to the objective
Strengths of EXIM Bank Limited
1. In recent years the EPS (Earning Per Share) of EXIM Bank Limited is increasing.
2. The number of branches of EXIM Bank Limited is 76 at this time. There are few
private banks in Bangladesh which has such a network.
3. EXIM Bank Limited was established in 1999. But it is an old and experienced one.
4. It has more than many foreign correspondents world wide.
5. It has arrangement with many exchange houses by which any person from any
country can send money.
6. Long positive public image.
7. Substantial deposit structure.
8. Skilled management group.
Weaknesses of EXIM Bank Limited
1. EXIM Bank Limited has not been introduced debit card Service to its clients
whereas many private banks has done.
2. EXIM Bank Limited has not been become member of Automated Clearinghouse.
3. EXIM Bank Limited has lacking in Computer and Software technology.
4. Some old empolyees are not so much introduce with the morden technology.
5. EXIM Bank Limited does not provide credit card service to its clients.
6. Lack of creating awareness to the consumer.
Opportunities of EXIM Bank Limited
1. EXIM Bank Limited can introduce ATM Booths all over Bangladesh.
2. EXIM Bank Limited can diversify their product.
3. Focus on superior value proposition.
4. Expansion of branch network.
5. Expansion of T&D Program.
6. Expansion of R&D.
7. Introduction of One Stop Service.
8. Introduction of online Banking.
Threats of EXIM Bank Limited
1. Promising new banks are coming with lucrative products and services.
2. A group of professional banker in the market.
3. 3rd Generation Banks which have already been exist in the market.
4. Upcoming guidelines imposed by Bangladesh Bank.
5. Banks those provide banking service by agents and brokers.
Questionnaire Analysis
Marketing strategies of EXIM Bank Ltd. is higher standard rather than the other private
banks of Banglsdesh. The most of the bank customers are no experienced about the
banking marketing strategies. For this reason i have used the banker s as the respondent
of my questionnaire.
The questionnaire analysis of EXIM Bank Ltd on bankers about the marketing strategies
of EXIM Bank Ltd using the five point likert scale:
Particulars Mean Standard
Deviation
Respondents
Bank follows proper and effective marketing
strategies
3.90 0.056 100
Bank provides financial and non financial
motivation
3.85 0.303 100
Bank provide extra commission to their
bankers for extra work
3.95 0.147 100
Bankers are satisfied on their salary scale 3.60 0.523 100
The marketing strategies of this bank is more
standard rather than the other private banks.
3.50 0.420 100
Bank uses any advertise 3.55 0.291 100
Marketing officer regular monitoring the field
workers
3.70 0.340 100
Bank uses the positioning strategy 3.50 0.478 100
Bank uses the product strategy 3.90 0.09 100
Bank uses the target and segmentation strategies 3.70 0.264 100
Average 3.715 0.2912
Using the five point likert scale i have prepare this questionnaire. I have given this
questionnaire the employees of the EXIM Bank Ltd.
Here, put-up ten questions. They fillip these ten questions, on the bases of these ten
questions i have analysis the data. Here, first question’s mean value is 3.90 and standard
deviation value is 0.056 and respondent is 100 empolyees. 2nd question’s mean value is
3.85 and standard deviation value is 0.303 and respondent is 100 empolyees.
3rd question’s mean value is 3.95 and standard deviation value is 0.147 and respondent is
100 empolyees. 4th question’s mean value is 3.60 and standard deviation value is 0.523
and respondent is 100 empolyees. 5th question’s mean value is 3.50 and standard
deviation value is 0.420 and respondent is 100 empolyees.6th question’s mean value is
3.55 and standard deviation value is 0.291 and respondent is 100 empolyees. 7 th
question’s mean value is 3.70 and standard deviation value is 0.340 and respondent is 100
empolyees. 8th question’s mean value is 3.50 and standard deviation value is 0.478 and
respondent is 100 empolyees. 9th question’s mean value is 3.90 and standard deviation
value is 0.09 and respondent is 100 empolyees. 10th question’s mean value is 3.70 and
standard deviation value is 0.264 and respondent is 100 empolyees.
All of these ten question’s average mean value and standard value is 3.715 and 02912.
Findings, Recommendations and Conclusion
Findings
1. The success of consumer service programs depend upon the upgrade Generally
employees of financial institutions are not interested to adjust with the policy
changed responding the situation.
2. Information technology and computerized system. But most of the senior
employees are not so much interested to cope with this technology and system.
3. The EXIM Bank Ltd does not use any advertisement for their marketing
enhancement.
4. The EXIM Bank Ltd uses manual system to verify specific man signature of
client it consumes a lot of time.
5. Many of the banks are now member of automated clearinghouse but EXIM Bank
Ltd. is not yet because of lack of proper technology.
6. Debit Card and the ATM booth’s availability is another popular service for a
certain segment of consumers. It is a matter of sorrow that EXIM Bank Ltd. can’t
provide this service yet.
7. lees experienced empolyees performing the marketing sector.
8. The number of branches is not cover the country.
Recommendations
EXIM Bank Limited is a successful and resourceful organization has been performing
banking business in Bangladesh. If EXIM Bank Ltd. follows the guidelines it can be
benefited more, I expect.
1. The bank should use proper marketing channel.
2. They should should Swiftly serve their customer.
3. They should appointed dynamic experienced marketing officer, who has
marketing degree.
4. EXIM Bank Ltd. should follow cost minimization strategy in their
branches in an effective and efficient point of view
5. The management of EXIM Bank Ltd. should be more serious in
Recruitment & Selection process
6. They should increase the number of ATM booth in the country for the
better service of their customers.
7. EXIM Bank Ltd. can arrange training session for attitude and behavior in
a service oriented organization to develop its cash department employee’s
attitude and behavior.
8. EXIM Bank Ltd. should follow cost minimization strategy in their
branches in an effcetive and efficient point of view.
9. They should introduce the non stop service center.
10. They should increase their branch. Because their current number is not
sufficient to provide better service to their customers.
Conclusion
Despite all the economic challenges and political crisis faced in previous years EXIM
Bank Ltd. stood resolute in its firm commitment to financial growth. The objective of
EXIM Bank Ltd. is geared towards the changing needs of its customers. The Bank is on a
strong footing to impart tailored services. The focus of the Bank lies on its large clientele
base and their expectation from the Bank. It is the aim and intension of EXIM Bank Ltd.
to accelerate the trend of growth and development in advanced level, so as to reach a
position where the Banks’ brand will be associated with being the leading provider of
quality banking and financial services in the country.
Modern Commercial Banking is an exacting business. Commercial banks are great
monetary institutions, important to the general welfare of the economy more than any
other financial institution. It has a vastly sobering and exacting responsibility.
Today is not like yesterday and tomorrow will be different from today. Given the fast
changing, dynamic global economy and the increasing pressure of globalization, l
consolidation and disintermediation, it is essential that EXIM Bank Limited should make
a reasonable change in its inanimate environment to serve its consumers in a more
attractive and effective way that are sensitive to these changes. To improve the customer
service programs further, EXIM Bank Limited should adopt some of the industry best
practices that are not practiced currently.