Professional Documents
Culture Documents
Prepared For
Prepared By
Nirjhar Barua [Roll-04]
Md. Irfanul Quader [Roll-12]
Sagor Paul [Roll-15]
Md. Mostafizur Rahman [Roll-21]
Amirus Saleheen [Roll-23]
(MBA-49D)
LETTER OF TRANSMITTAL
November 2, 2014
Dr. A.K.M. Saiful Majid
Professor
Institute of Business Administration
University of Dhaka
Dear Sir,
With all due respect we are submitting our group report on National Bank Ltd as a partial
requirement of the course Business strategy as instructed. This interesting project has
provided us with the opportunity to have a detailed insight of the application of different
strategy theories with reference to National Bank Ltd.
With our utmost dedication and your precious guidelines, we believe that our effort will be a
success and our ultimate group work will be appreciated by you. We would be glad to
answer any queries if needed.
Sincerely,
NirjharBarua (Roll- 04)
IrfanulQuader (Roll- 12)
Sagar Paul (Roll- 15)
MostafizurRahman (Roll- 21)
Amirus Saleheen (Roll- 23)
Batch- MBA 49D
CONTENTS
Executive Summary
1. Introduction
2. Objectives
3. Methodology
3.2. Limitation
4. Company Profile
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7.1. How well the present strategy is working for National Bank Ltd
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8. Conclusion
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9. References
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Executive summary
National Bank Limited is one of the thirty-eight private commercial banks in Bangladesh, a
fully Bangladeshi-owned private bank, formed in the year 1983. In this study we have looked
into the various business strategies taken by National Bank limited, with gathering and
compiling all relevant data regarding banking sector in Dhaka and provide accurate depiction
of the recent strategic development in this sector relating to business strategies concepts. A
hypothesis was developed and data was collected, with data being collected from primary
sources and secondary sources.
Its Vision as an organisation has been analysed as being too long and not in focus, also that
the vision statement could have been shortened into one sentence, making it memorable.
Whereas the mission statement although, contains most points and can be accepted as proper
mission statement. It has been seen that NBLs core valuesintegrity, open communication,
performance driven, continuous self-improvement, quality, teamworkare not representative
of the vision of the bank and vision of the bank not representative of the vision.
It has been seen that NBL, even with various setbacks in the economy NBLs strategy can be
termed satisfactory in respect to deposit mobilization and profit earning. The SWOT analysis
pointed out various strengthsnamely efficient management group, better financial position.
The Weaknesses were namely absence of diversified range of products and income being
dependent on shares on the retail market, and the opportunitiesnamely sophisticated
customer service being one. The Threats were technology, competitiveness, regulation etc.
The PESTEL analysis showed the effect of political, economical, social, technological,
environmental and legal aspects or effects on NBL. The value chain of NBL is based around
the production of its services, where raw material are lender and borrowers and are also
considered to be the end products as well and the process is transfer of savings into
investment.
1. Introduction
The banking industry in Bangladesh has flourished, in a modern sense over the last few
decades yielding, illustrious records as making double-digit profit percentages, sustaining
growth and surviving cut-throat competition while providing attractive returns to
shareholders. The rapid industrial growth and infrastructure elaboration of the country can be
largely attributed to the prominent evolution of banking sector. The banking system is
composed of four state-owned commercial banks, five specialized development banks, thirty
eight private commercial Banks and nine foreign commercial banks. Bangladesh Bank is the
chief regulatory authority in the arena of banking in the country.
Employees in todays service economy are required to interact with people, work in teams, be
responsive to customers, have an orientation for quality and deliver services quickly. So, for
enhancing the professional skills of the employees, both local and international banks are
coming up with their own business strategies.
The study is an attempt to investigate the business strategy followed by the banks of
Bangladesh with reference to National Bank Bangladesh Limited. Analysis of existing
strategies and plans and their importance in the banking sector of Bangladesh has been
performed. The research attempted to evaluate existing core strategies and to recommend
several suggestions to meet the employees and customers needs in the financial service
institutions of the country.
The study is built upon by providing intensified details of Banks core strategies, their
resources, capabilities and competitiveness as well as ethical values, CSR and environmental
sustainability which ultimately build up the whole strategic framework. Banking is an
industry in transition all around the globe. Innovative business strategies and their practices in
the form of practical output can make it much easier for services to meet the emerging quality
demands of the customers. The best answer to the intensified strife in contemporary financial
services is a quality-of-service oriented banking paradigm.
3. Methodology
Methodology is a systematic procedure, which is used to solve a problem easily in a
particular area. It starts which problem makes hypothesis and conclude decision finally. If
covers collection, censuring, analyzing and interpreting of data to lead decision, i e.
methodology includes why a study we have been undertaken, how the problems have been
defined in what way and why the hypothesis has been formulated what data have been
collected and what particular method has been adopted, why particular technique of
analyzing data has been used and a host of similar other questions are usually answered when
we take about methodology concerning a problem or study.
3.1. Sources of Data
Data have been collected in the following ways.
a)
Primary source
b) Secondary source
a) Primary source: The data, which are directly collected from the study field, are called
primary data or raw data.
b) Secondary source: We have collected secondary data form the following sources.
(i) Annual report of the bank.
(ii) Circular letter and journals
(iii) Published papers on Micro credit
(iv) Internet search.
3.2. Limitations
The present study was not out of limitations. But as students it was a great opportunity for us
to know the banking activities in Bangladesh especially National Bank Limited. Some
constraints are appended below:
The main constraint of the study is inadequate access to information.
The employees did not disclose much information for the sake of the confidentiality of the
organization.
Since the banks personally were busy, they could provide us very little time.
The clients were too busy to provide us much time for interview.
Though we have prepared many reports before, but lack of experience is one of the main
constraints of the study.
Limitation of time was a major constraint in making a complete study. It was too limited to
cover all the banking area. Many aspects could not be discussed in the present study.
Lack of comprehension of the respondents was the major problem that created a lot of
confusion regarding verification of conceptual question.
Confidentiality of data was another important barrier that was faced during the process of
this study.
As the outsiders of the bank, it also created some problems as we were unable to acquire
correct data from all the departments, due to the banks policy of maintaining secrecy.
4. Company Profile
National Bank Limited is regarded as the pioneer in the private sector banking of Bangladesh.
National Bank started its journey with the noble vision of diversifying banking activities into
different activities of client service. The bank is also committed to fulfill its responsibilities to
the society and the country.
National Bank Limited has its prosperous past, glorious present, prospective future and under
processing projects and activities. Established as the first private sector Bank fully owned by
Bangladeshi entrepreneurs, NBL has been flourishing as the largest private sector Bank with
the passage of time after facing many stress and strain. The member of the board of directors
is creative businessman and leading industrialist of the country. To keep pace with time and
in harmony with national and international economic activities and for rendering all modern
services, NBL, as a financial institution automated all its branches with computer network in
accordance with the competitive commercial demand of time.
Moreover, considering its fourth-coming future the infrastructure of the Bank has been
rearranging. The expectation of all class businessman, entrepreneurs and general public is
much more to NBL. Keeping the target in mind NBL has taken preparation to open new
branches by the year 2000-2001.
From the very inception it is the firm determination of National Bank Limited to play a vital
role in the national economy. We are determined to bring back the long forgotten taste of
banking services and flavors. We want to serve each one promptly and with a sense of
dedication and dignity. The then President of the People's Republic of Bangladesh Justice
Ahsanuddin Chowdhury inaugurated the bank formally on March 28, 1983 but the first
branch at 48, Dilkusha Commercial Area, Dhaka started functioning on March 23, 1983. The
2nd Branch was opened on 11th May 1983 at Khatungonj, Chittagong. Today they have total
76 Branches all over Bangladesh.
Since the very beginning, the Bank exerted much emphasis on overseas operation and
handled a sizeable quantum of homebound foreign remittance. The Bank established
extensive drawing arrangement network with Banks and Exchange Companies located in
important countries of the world. Expatriates Bangladeshi wage earners residing in those
countries can now easily remit their hard-earned money to the country with confidence,
safety and speed.
In the year 2000, the Bank managed to procure foreign remittance business to the tune of
US$88.44 million dollar equivalent to Tk.4,662.10 million compared to Tk.3,986.20 million
in the previous year indicating a growth of 16.96%Considering the need for remittance by the
expatriates Bangladeshis residing abroad the Bank during the year established drawing
arrangement with the Pacific Bank Berhad, Malaysia (now May Bank), Security Exchange
Company Limited, State of Kuwait and Dalil Exchange, State of Bahrain.
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As all vision statements should, the statement of National Bank presents the future
business scope and long term aspirations
The vision statement was a bit too long and was considered not to be memorable, due
to its length and construction
Although, complete, the statement should have been more spot on and not vague,
touching on so many aims.
There were three parts, one was Ensuring highest standard of clientele services through best
application of latest technology, others were making due contribution to the national
economy and establishing ourselves firmly at home and abroad as a front ranking bank of
the country are cherished vision. Trying to fit in three aims, the banks vision statement
seems to have lost focus. Simply saying establishing ourselves firmly at home and abroad as
a front ranking bank of the country are cherished vision would have sufficed, as it would
carry the previous two aims with it, as front ranking bank would have both highest standard
of clientele service with technology and would make due contributions to the economy.
and closer to the people of all strata. Winning an everlasting seat in the hearts of the
people as caring companion in uplifting the national economic standard through
continuous up gradation and diversification of our clientele services in line with
national and international requirements is the desired goal we want to reach.
It does not mention--who we are, but does mention what we do i.e. provide
banking service
People of all strata are their customers or are the people being satisfied
how are they being satisfied is mentioned citing improved clientele, service,
accountability and so forth
Integrity
Teamwork
Open
Communication
Quality
Core
Values
Continuous self
improvement
Performance
Driven
In integrity, NBL indicates how it will protect its customers information, treat everyone
equally, and create environment to maintain customer trust. This could be included in the
highest standard of clientele service part of the vision statement.
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lower and c) divest business unites which are chronically poor performer or are increasingly
in unattractive industry.
6.1. Strategic alliances and partnership:
Building organizational bridges with external allies is accomplished by appointing
relationship managers with responsibility for making strategic partnership. National Bank has
sufficient number of relationship managers in its every brunch. These relationship managers
help maintain a trustworthy relationship with the giant customers. Relationship manager of
National Bank has many roles to play like a) getting the right people together b) promoting
good rapport c) seeing that plans for specific activities are developed and worked out d)
helping adjust internal organizational procedures and communication system e) ironing out
internal operating dissimilarities and f) nurturing interpersonal cooperation. National Bank
has strategic alliance with several other banks for facing the liquidity crisis. It can take loans
from those banks in case of liquidity shortage. National bank has also strategic alliance with
some brokerage house and some law firms to deal with the legal issues successfully.
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c) Discourage lower level managers and rank-and-file employees from exercising any
initiatives they are expected to wait to be told what to do.
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Weaknesses:
The organization does not have a diversified range of products & services. Still the bank is
not fully computerized. Manual registers are used in some cases. However, the income of the
business is still heavily dependent upon its share on the retail market. This may leave it
vulnerable if for any reason its market share erodes. The retail sector is very price sensitive.
But it pays very less interest than other banks. It has less promotion campaign than the
other banks, because they believe brand value is the top promoting entity for the company.
Opportunities:
NBL has a goodwill that it provides different banking services to the people with a minimum
cost and cut a very little charge on its transactions. It has the opportunity to build up
more branches to make more convenient for the customers. The banking business of NBL
and its other social activities have increased day by day. Sophisticated customer service
scheme of the NBL is preferable to customers than other banks. Products & services
development offers NBL many opportunities. There is the opportunity to develop products
and services such as insurance business & huge investment in capital market etc. Such high
value items will tend to have associated with them, high profits.
Threats:
The new technology emerges to protect the currency value & use options for better credit rate
earnings. The market for banking sector is very competitive. Competitors are developing
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alternative brands to take away the market share of NBL. The roles and regulation of the
government and conventional laws of Bangladesh are also act as threats for the growth of
banking business development in Bangladesh. As discussed above in weaknesses, the retail
banking sector is becoming price competitive. This ultimately means that retail consumers
are transacting in bank around for a better deal. So if NBL charges a comparative high price
for a bank account service, or loan rate service, then the customers could go to the other bank
to compare fees &charges for the exactly the same services, and will take decision the
cheaper of the two.
Political:
The paid up capital of NCC bank shall not be less than taka 400.00 Core as required
under Bank Company Act 1991. The share capital will be formed with ordinary shares
only.
Whenever Bangladesh Bank issues Bonds, NBL has to buy some of those bonds
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Economical:
Bangladesh has a slow moving economic growth. In 2012 it was 6.30%. As economic
growth is lowering people have less money thus bank like NBL faces problem to
collect deposit from client.
Inflation rate is 7.74% which indicates that people spend more money. Thus they are
unable to save and for that reason bank faces liquidity crisis.
Foreign Currency Reserve is increasing for that reason Exchange Rate is decreasing.
As a result taka value is depreciated in terms of other Foreign Currency.
Social:
Population is one of the major factors affecting the industry as the growth in population will
indirectly help the bank to capture more market with more people. Life styles is another
factor which affect the industry, the current life styles of the people in Bangladesh are
increasingly becoming like nuclear families, as both the parents would be working there
would be a possibility of more bank accounts, which would mean more sales for the
company. The third factor is the level of education, as Bangladesh is still a developing
country more than 50% of the population is illiterate; creating the awareness for the product
is a big challenge and one of the more contributing factors.
Technological:
NBL bank is also using intranet connection. Through this intranet connection all the
branches of NBL get access to shared information.
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Environmental:
If a garment has ETP in that case National bank does financing to that garment.
NBL bank encourages online banking to protect environment. Thus NBL promptly
started online banking system which took less than one year to start.
Legal:
For loan and Advance NBL have to follow Bangladesh banks instruction.
NBL has its own loan policy. But they cannot directly implement that policy. They
have to compile their own policy with the Bangladesh banks instruction.
Bangladesh Bank do off sight supervision on NBL based on quarterly financial report.
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8. Conclusion
Now NBL is on line to establish trade and communication with the Prime International
banking companies of the world. As a result NBL will be able to build a strong root in
international banking horizon. Bank has been drawing arrangement with well conversant
money transfer service agency "Western Union". It has a full time arrangement for speedy
transfer of money all over the world.
The emergence of National Bank Ltd. in the private sector is an important event in the
Banking arena of Bangladesh. When the nation was in the grip of severe recession, Govt.
took the farsighted decision to allow in the private sector to revive the economy of the
country. Several dynamic entrepreneurs came forward for establishing a bank with a motto to
revitalize the economy of the country. National Bank Limited was born as the first hundred
percent Bangladeshi owned Bank in the private sector.
9. References
1. Annual report of National bank ltd.-2012-13
2. www.nblbd.com.www.nblbd.com
3. Weirich Heinz & Koontz Harold, Management 10th Edition, McGraw Hill. Inc.
4. Money and Banking: Md. Abdul Hamid.
5. Decenzo David A. & Robbins, Stephen P. -Human Resource Management, 7th
edition. John Wiley & Sons, Inc.
6. Chase& Acquilano Operations Management
7. Krajewski. Lee, J& Ritzman, Larry P. Operations Management 6th Edition, Pearson
Eucation.
8. Banking Theory and Practice: K.C. Shekher.
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