BRAC Bank Limited is a scheduled commercial bank in Bangladesh. It established in Bangladesh under the Banking Companies Act, 1991 and incorporated as private limited company on May 20, 1999 under the Companies Act, 1994. Its operation started on July 4, 2001 with a vision to be the market leader through to providing all sorts’ support to people in term of promoting corporate and small entrepreneurs and individuals all over the Bangladesh.
BRAC Bank will be a unique organization in Bangladesh. The Bank consists of major divisions named 1) Corporate banking, 2) Retail banking, 3) Treasury, 4) Small & Medium Enterprise (SME). At present the Bank operating its business by 56 Branches. BRAC Bank is the first local commercial banks that proving online banking service to its customers from the very beginning of its starts.
BRAC Bank, for the first time among local commercial banks, starts providing loan facilities to small and medium trading, manufacturing and service oriented enterprises all over the country.
Scope of the report:
Scope of the study is quite clear. Since Asset Operations Department is dealing with all types of loan activities in the bank, studying these core themes, Opportunities are there to learn other aspects of matters.
- Concept of Retail and its impact in overall economy of Bangladesh
- Entrepreneurship development situation through Retail banking
- Importance of Retail banking in context of Bangladesh
- Pioneer’s strategy regarding Retail banking
- Small entrepreneurs of rural –urban spectrum are enjoying the BRAC Bank loan facility without the presence of bank at rural area.
- Virtual banking concept through Retail banking
- Core concept of retail banking operation.
Objective of the Report:
- To analyze the repayment behavior of Retail loan borrowers
- To know Retail loan and its process of recovery
- And Process of retail banking.
- To find out basic appraisal of Retail loan
- To know the enterprise selection criteria to provide Retail loan
- To know the terms and conditions of Retail loans
- To know the disbursement and recovery procedures of Retail loans
- To make some policy implications and conclusion to further the development of Retail loan products of BBL.
- To know the work process and monitoring system of Retail Banking Department
- To access the key performance indicator of the department
- To know how the Retail loan borrowers would behave in repaying their loan.
- To know whether Retail loan borrowers are dully paying their installments..
Types of Research:
It is descriptive research.
Collection primary Data:
For collecting primary data is depth interview technique has been used through set of small rayed but very original and standard informal way will be used in the information. Primary data also collected using questioner survey to the customer and employee.
Collection secondary Data:
In order to collect secondary Data defiance related materials like BRAC Bank limited address difference daily newspaper, Operational manual Official Website Banking journals has been used, moreover various library sources used as secondary of sources an collections early mentioned data and information
Sources of data:
For collecting the required data, I have used different sources or methods like the following:
Primary data sources:
- Interviews of Customer relationship officers (CRO)
- Focus group meetings
- Direct observation
- And also I am an employee retail banking operation.
Secondary data sources:
- Operational manual
- Official Website
- Banking journals
- BBL newsletters
- Research papers
Data collection procedure:
Data processing and Analysis:
After collecting all the data they will be coded and data will be processed analyzed and graphically using MS word, Excel and MS word.
Techniques of analysis:
Quantitative and qualitative data were collected and analyzed according to acceptable standards of practice. Different tables and graphs were used to make the data meaningful and comparable. Qualitative data were analyzed rationally and in comparison with current market condition. Necessary percentages and averages were calculated and the analyzed results were described step by step.
Population: The entire customer works in the local area of BRAC Bank Ltd.
Sampling unit: All the sampling unit of the every is on customer of BRAC Bank Ltd.
Sample frame: NO well-structured sample frame is found.
Sampling procedure: non-probability convenience sampling produce is used in the survey.
Sampling size: The sampling size is 37 for customer
Data analysis and reporting:
Data collection: data use here was drawn mainly from secondary sources. Necessary dealing room operation executives were interviewed with in formal questions, branch management of generate boundary wad also interviewed with informal questions. This report handling of over all banking activity and customer relationship management are highlighted other secondary sources used are annual report of the bank.
Background of the Organization:
BRAC Bank Limited is a scheduled commercial bank in Bangladesh. It established in Bangladesh under the Banking Companies Act, 1991 and incorporated as private limited company on 20 May 1999 under the Companies Act, 1994. BRAC Bank will be a unique organization in Bangladesh. The primary objective of the Bank is to provide all kinds of banking business. At the very beginning the Bank faced some legal obligation because the High Court of Bangladesh suspended activity of the Bank and it could fail to start its operations till 03 June 2001. Eventually, the judgment of the High Court was set aside and dismissed by the Appellate Division of the Supreme Court on 04 June 2001 and the Bank has started its operations from July 04, 2001.
The importance of financial intermediaries in the development of the overall economy of country cannot be described in short. From the inception of the civilization the banking sector dominate the economic development of a country by mobilizing the saving from the general people and channeling those saving for investment and thus economic development and growth. In ancient time, the importance of commercial banks after the ravage of the liberation war to develop a better economy was severally needed and it is needed now and will be required in future also. In time-to-time Government of Bangladesh agreed to permit the private commercial banking in the country. BRAC bank will be knowledge-based organization where the BRAC Bank professionals will learn continuously from their customers and colleague’s world wide to add value. It will work as a team, stretch, they will innovate and break barriers to serve customers and create customers loyalty through a value chain of responsive and professional delivery. The bank promotes broad-based participation in the Bangladesh economy through the provision of high quality banking services. BRAC Bank will do this by increasing access to economic opportunities for all individuals and business in Bangladesh with a special focus on currently under-served enterprises and households across the rural – urban spectrum. BRAC Bank believes that the pursuit of profit and developmental goals is mutually reinforcing.
Increasing the ability of under – served individuals and enterprises to build their asset base and access market opportunities will increase the economic well being for all Bangladeshis at the same time, this will contribute significantly to the profitability of the Bank. BRAC Bank intends to set standards as the Market leader in Bangladesh. It will produce earnings and pay out dividends that can support the activities of BRAC, the Bank’s major shareholder. Development and poverty alleviation on a countrywide basis needs mass production, mass consumption and mass financing. BRAC Bank goal is to provide mass financing to enable mass production and mass consumption, and thereby contribute to the development of Bangladesh. BRAC Bank intends to set standard as the market leader in Bangladesh by providing efficient, friendly and modern fully automated online service on a profitable basis aiming at offering commercial banking service to the customers’ door around the country, BRAC Bank limited established 26 branches up-to this year.
This organization achieved customers’ confidence immediately after its establishment. Within this short time the bank has been successful in positioning itself as progressive and dynamic financial institution in the country. It is now widely acclaimed by the business community, from small entrepreneur to big merchant and conglomerates, including top rated corporate and foreign investors, for modern and innovative ideas and financial solution. Thus within this short time it has been able to create an unique image for itself and earned significant solution in the banking sector of the country as a bank with a difference. The emergence of BRAC Bank Limited is an important event in the country’s financial sector at the inception of financial sector reform. The authorized capital of BBL is Tk. 1000 million and paid up capital of the same bank is Tk. 500 million.
|Shore Cap International||8.76%|
|General Public through IPO||40%|
Fig-1 Shareholders of BRAC Bank Limited
The Chairman of the Bank is Mr. Fazle Hasan Abed. Now the Managing Director of the bank is Mr. Imran Rahman. The bank has made a reasonable progress due to its visionary management people and its appropriate policy and implementation.
BRAC Bank will be a unique organization in Bangladesh. It will be a knowledge-based organization where the BRAC Bank professionals will learn continuously from their customers and colleagues worldwide to add value. They will work as a team, stretch themselves, innovate and break barriers to serve customers and create customer loyalty through a value chain of responsive and professional service delivery.
Continuous improvement, problem solution, excellence in service, business prudence, efficiency and adding value will be the operative words of the organization. BRAC Bank will serve its customers with respect and will work very hard to instill a strong customer service culture throughout the bank. It will treat its employees with dignity and will build a company of highly qualified professionals who have integrity and believe in the Bank’s vision and who are committed to its success. BRAC Bank will be a socially responsible institution that will not lend to businesses that have a detrimental impact on the environment and people. So BRAC Bank operates following a specific vision like:
“Building a profitable and socially responsible financial institution focused on Markets and Business with growth potential, thereby assisting BRAC and stakeholders build a “just, enlightened, healthy, democratic and poverty free Bangladesh”.
· Sustained growth in Retail banking operation sector.
· Continuous low cost deposit growth with controlled growth in Retained Assets
· Corporate Assets to be funded through self-liability mobilization. Growth in Assets through Syndications and Investment in faster growing sectors
· Continuous endeavor to increase fee based income
· Keep our Debt Charges at 2% to maintain a steady profitable growth
· Achieve efficient synergies between the bank’s Branches, Manage various lines of business in a fully controlled environment with no compromise on service quality
· Keep a diverse, far flung team fully motivated and driven towards materializing the bank’s vision into reality.
BRAC Bank will be the absolute market leader in the number of loans given to small and medium sized enterprises through out Bangladesh. It will be a world-class organization in terms of service quality and establishing relationships that help its customers to develop and grow successfully. It will be the Bank of choice both for its employees and its customers, the model bank in this part of the world.
Fig: 2.A corporate Organogram of Brac Bank Limited.
The set of controllable tactical marketing tools- product, price, place and promotion that the organization blends to produce it wants in the target market. The many possibilities can be controlled into four groups of variables known as the 7 P’s: Product, Price, Promotion and Place.
Means the goods and services combination the company offers to the target market. In view of retail loan, it has 12-product loan provide of BBL, they have short term and medium term loans. Whether CRO provide quick and quality services to clients. Customer service is another element of product strategy. Companies design its products and support services to profitability meet the needs of target customers. Short terms products means per month target loan the sales persons, they are find out the borrower.
Short Term Products:
Easy repay- these categories of products are easy repaid for the clients. When the pick season comes like Christmas of EID then these short-term products could be required for the clients. If the clients have that loan at the pick season then clients business carries out hot cakes and easily can repay the loan to BRAC bank.
Shirt fund requirement– without pick season, many clients could have required short funds to hold the tender or dealership. BRAC bank would be a good hand for the clients to have that dealership.
Mid Term Products
Proper Utilization– on average, clients get these categories of loan for 6 to 180 months. (Include Home loan). So clients can easily utilize the money regarding the prospect of the business.
Easy repay– though it is a long time repayment schedule, so clients make the profits to get the required amount of loan and repay the loan in a monthly basis.
The amounts of money customers have to pay to obtain the products. In terms of Retail banking operation of BRAC bank, clients have to pay a certain amount of processing fees and stamp costs to get the loan. One of the factors that affect the companies own pricing moves. For example- many banks have processing fees with 1.5% charge and other miscellaneous costs. But BRAC bank has withdraws other costs and charges to carry out in the competitive market.
- Costly- BRAC bank retail loan interest rate is vary to product ways minimum 3% to 19.5 %, So it is little bit of costly by the competitive edge but the client gets this loan within very short period of time. In this situation client cannot think about the interest rate because at the right time they get the loan, which they can exercise in their business, can yields profits.
- Easy sanction– If the CIB (Credit Information Bureau) is being cleared from Bangladesh Bank and all information is being transparent from client then the loan is become sanctioned in favor of client.
- All time consultancy– without taking any money, the officer of this bank give moral advices to clients to develop the business.
Includes company’s activities that make the product available to target consumers. Retail loan already spread out its unit offices around the country. Retail tries to reach each and every small business enterprise to meet client’s demands. Marketing channel decisions are among the most important decision that management faces. Management must make channel decision carefully, incorporating today’s needs with tomorrow like selling environment. Retail banking operation of BRAC bank already has 56 branches and ROC office, which is spread throughout the country and lots of staffs working under Brac bank. These officers have respective selected supervisors who directly report to the Retail main head office. So Retail division has everywhere in Bangladesh to serve all respective clients.
Promotion Means activities that communicate the merits of the product and persuade target customers to buy it. Brac bank to provide some condition of Every sales person for the collection of borrowers, For example- if a sales person up to 15 lacs taken Retail product sale the bank provide per lac 500 tk. Paid, in this case they collection maximum product sale then the bank paid 600 Tk.
Door to door service– it is a door-to-door customer services to clients. The sales persons knock the door of the business enterprise whether the clients have required any loan or not.
Market to non-Bank people: there are some clients who do not maintain any account in the bank. They are dealing by cash. By providing BRAC bank loans, these sorts of clients can be attached with the banks. Also they can understand more about banking and can have a good relationship with them.
Neglected People– there are some people who are very afraid of dealing with the bank. They were very simple dresses too afraid to the bank. But they are carrying out good business and potential clients. They could be target for the BRAC Bank Limited
e. People. Banking service usually depends on direct information between customer and a firm is employee BBL maintains a good relationship with its customer service quality it’s often arrested bared on customer interrelations with front line.
The appearance of bbl vehicles in terror furnishing, requirement staff member, sings, printed materials and visible cues all provided tangible evidence of the bank services unity. Bbl managers its Physical environment very carefully as it can have a profound impact n customer impression
- Setting arrangement for customer.
- Necessary furniture and elective equipment.
- Prayer time space
- Well decorated office space
- Skilled tech place.
Process:Brac Bank Limited creates and delivery process requires the design and implement by effective process. A process is the method and sequence of action in the bbl designs its process in such a way that leads that fast dynamic and very well effective service delivery and result in satisfaction customers. In the process of ht bank high productivity and decrease likelihood of service failure in the bank most of the direction comes from head office abut there difference culture in different brunch based on location but every whir a specifics highly maintained.
6. Physical environment
Fig.3. The 7 P’s of the marketing mix in terms of Retail loan BRAC bank Ltd.
Company SWOT Analysis:
SWOT analysis is an important tool for evaluating the company’s Strengths, Weaknesses, Opportunities and Threats. It helps the organization to identify how to evaluate its performance and scan the macro environment, which in turn would help organization to navigate in the
BRAC bank has already established a favorable reputation in the banking industry of the country particularly among the new comers. Within a period of 5 years, BBL has already established a firm footing in the banking sector having tremendous growth in the profits and deposits. All these have leaded them to earn a reputation in the banking field
BBL has been founded by a group of eminent entrepreneurs of the country having adequate financial strength. The sponsor directors belong to prominent resources persons of the country. The Board of Directors headed by its Chairman Mr. F H Abed. Therefore, BBL has a strong financial strength and it built upon a strong foundation.
The top management of the bank is also major strength for the BBL has contributed heavily towards the growth and development of the bank. The top management officials have all worked in reputed banks and their years of banking experience, skills, expertise will continue to contribute towards further expansion of the bank. At BBL, the top management is the driving force and the think tank of the organization where policies are crafted and often cascaded down.
Facilities and equipment:
BBL has adequate physical facilities and equipments to provide better services to the customers. The bank has computerized and online banking operations under the software called MBS banking operations. Counting machines in the teller counters have been installed for speedy service ant the cash counters. Computerized statements for the customers as well as for the internal use of the banks are also available.
This creates a positive image in the minds of the potential customers and many people get attracted to the bank. This is also an indirect marketing campaign for the bank for attracting customers. 13 branches of the bank are impressive and are compatible to foreign banks.
Interactive corporate culture:
BBL has an interactive corporate culture. Unlike other local organization, BBL’s work environment is very friendly, interactive and informal. There are no hidden barriers or boundaries while interacting among the superior or the subordinate. The environment is also lively and since the nature of the banking job itself is monotonous and routine, BBL’s likely work environment boosts up the spirit and motivation of the employees.
Team work at mid level and lower level:
At BBL’s mid level and lower level management, there are often team works. Many jobs are performed in groups of two or three in order to reduce the burden of the workload and enhance the process of completion of the job. People are eager to help each other and people in general are devoted to work.
Advertising and promotion of SME loan:
This is a major set back for BBL and one of its weakest areas. BBL’s adverting and promotional activities are satisfactory but it SME loan is not advertised well. It does not expose its SME product to general public and are not in lime light. BBL does not have neon sign or any advertisement for SME loan in the city. As a result people are not aware of the existence of this bank.
NGO name (BRAC):
BRAC is one of the largest NGO of the world and it is operating its activities in Bangladesh. BRAC bank is not a NGO bank but many people of them country consider it as a NGO bank like Grameen bank which is not correct.
Low remuneration package:
The remuneration package for the entry and the mid level management is considerably low. The compensation package for BBL entry level positions is even lower than the contemporary banks. Under the existing low payment structure, it will be very difficult to attract and retain higher educated employees in BBL. Specially CRO’s are not satisfied with compensation package provided to them.
BBL can pursue a diversification strategy in expanding its current line of business. The management can consider options of starting merchant banking or diversify in to leasing and insurance. By expanding their business portfolio, BBL can reduce their business risk.
Product line proliferation:
In this competitive environment BBL must expand its product line to enhance its sustainable competitive advantage. As a part of its product line proliferation, BBL can introduce the following products.
ATM: This is the fastest growing modern banking concept. BBL should grab this opportunity and take preparation for launching ATM. Since BBL is a local bank, they can form an alliance with other contemporary banks in launching the ATM.
The emergence of multinational banks and their rapid expansion poses a potential threat to the new growing private banks. Due to the booming energy sector, more foreign banks are expected to arrive in Bangladesh. Moreover, the already existing foreign bank such as Standard Chartered is now pursuing an aggressive branch expansion strategy. This bank is establishing more branches countrywide and already launched is SME operation. Since the foreign banks have tremendous financial strength, it will pose a threat to local banks.
The upcoming private local banks can also pose a threat to the existing private commercial banks like BBL. It is expected that in the next few years more local private banks may emerge. If that happens the intensity of competition will rise further and banks will have to develop strategies to compete against an on slaughter of foreign banks.
The contemporary banks of BBL such as Dhaka bank, prime bank and Dutch Bangle are its major rivals. Prime bank and other banks are carrying out aggressive campaign to attract lucrative clients as well as big time depositors.
This is a major problem in Bangladesh. As BBL is a new organization the problem of non-performing loans or default loans is very minimum or insignificant. However, as the bank becomes older this problem arises and the whole community suffers from this chronic diseases. BBL has to remain vigilant about this problem so that proactive strategies are taken to minimize this problem if not elimination.
Objectives of the Bank:
The objective of BRAC Bank Limited is specific and targeted to its vision and to position itself in the mindset of the people as a bank with difference. The objective of BRAC Bank Limited is as follows:
- Building a strong customer focus and relationship based on integrity, superior service.
- To creating an honest, open and enabling environment
- To value and respect people and make decisions based on merit
- To strive for profit & sound growth
- To value the fact that they are the members of the BRAC family – committed to the creation of employment opportunities across Bangladesh.
- To work as a team to serve the best interest of our owners
- To relentless in pursuit of business innovation and improvement
- To base recognition and reward on performance
- To responsible, trustworthy and law-abiding in all that we do
- To mobilize the savings and channeling it out as loan or advance as the company approve.
- To establish, maintain, carry on, transact and undertake all kinds of investment and financial business including underwriting, managing and distributing the issue of stocks, debentures, and other securities.
- To finance the international trade both in import and export.
- To develop the standard of living of the limited income group by providing Consumer Credit.
- To finance the industry, trade and commerce in both the conventional way and by offering customer friendly credit service.
- To encourage the new entrepreneurs for investment and thus to develop the country’s industry sector and contribute to the economic development.
Bank has adopted trust as a corporate value which is acronym for team work, respect for all people, unquestionable integrity, excellence in everything BRAC Bank of SME do, Sense of urgency in getting things done and total commitment.
All employees are expected to conduct themselves in accordance with the rules and regulations of the bank.
Management of BRAC Bank Limited:
Boards of directors are the sole authority to take decision about the affairs of the business. Now there are 5 directors in the management of the bank. All the directors have good academic background and have huge experience in business. Mr. Mohammed Ali Rumee is the chairperson of the bank. The board of directors holds meetings on a regular basis.
Departments of BRAC Bank Limited:
If the jobs are not organized considering their interrelationship and are not allocated in a particular department it would be very difficult to control the system effectively. If the departmentalization is not fitted for the particular works there would be haphazard situation and the performance of a particular department would not be measured. BRAC Bank Limited has does this work very well. Departments are as follows:
1. Human Resources Department
2. Financial Administration Department
3. Asset Operations Department
4. Credit Division
5. SME Division
6. Internal Control & Compliance Department
7. Marketing & Product Development
8. Impaired Asset Management
9. Remittance Operation Department
10. Treasury Front
11. Treasury Back
12. General Infrastructure Service
13. Information Technology Department
14. Customer Service Delivery
15. Cards Division
16. Call Center
17. Cash Management
18. Secured Remittance department
19. Women Entrepreneur Cell
20. Payment Service
There are five different business units generating business BRAC Bank Limited:
- Small & Medium Enterprise (SME)
- Corporate Banking
- Retail Banking
- Remittance Services
All the units are being operated in a centralized manner to minimize costs and risks.
Products and Services:
Small & Medium Enterprise (SME):
For SME loan operation,
BRAC Bank Ltd has in total 900 unit offices, 80 zonal office, 12 territory and 1800 Customer Relationship Officers. These CROs work for the Bank to converge clients for getting the SME loan. Once CROs get the loan application and if it is less than 500,000 TK then zonal officer has the authority to approve the loan. But if it is above 500,000 then the CROs send it to Head Office for all necessary approval. After approving the loan then Asset Operation Department starts its work. As the scopes of businesses are growing, the amount of files and disbursement is getting bigger. In May 2007, AOD has processed 3249 files amounting Tk. 1,235,200,000. So SME Division’s success greatly relies on the performance. Up to April 2007, BBL provides loans for 70000 clients and in total 2265 crore TK. But the most important thing is only 17 crore TK is bad loan; this is a great achievement for SME unit of BBL. Currently they have 44147 outstanding clients and in total 1070 crore TK SME loan.
1. Prothoma Rin.
2. Supplier Finance.
3. Anonno Rin.
4. Digoon Rin.
6. Pathshala Rin.
7. Opurbo Rin.
SME Loan process flow is shown below.
When a customer comes to the unit office for a loan request, first he/she meets with the customer relationship officer to discuss about the loan, which loan product is suitable for him/her. After then the following process takes place:
Categories- the facilities our corporate Division offers to our customers are mainly of two-
Funded tells us that this type of facilities allows the customer to have money ‘on his hand’ for use i.e. he will get money as to meet his business demand. Examples are-
Working Capital Loan.
Over Draft Facility.
Non-Funded facilities are those type of facilities where customers don’t get fund on their hand rather get Bank’s Guarantee service to do international trading-import and export. Letters of Credit, Bank guarantees etc. are the examples of the non-funded facilities.
Working Process of corporate wing-
An example will be handy to understand when the corporate wing starts its work. Say you are one of our clients. You need Tk. 5 core to be used in your business. The first you may contact is the RM (Relationship Manager) who is our delegate to make all kinds of negotiation with you. He then Would take the proposal to the corporate Head takes it for further analysis such as whether it would be profitable venture for the Bank, or whether the Bank can disburse more in the industry etc. Then if the Corporate Head thinks it fit to go ahead, he then would take the file to the credit division – works to find out the worthiness of the borrower and other relevant facts important to assess the possibility of recovery. Then it goes to the credit committee and then finally the file goes to the Managing Director. A diagram is given for better understanding-
Retail Loans are consumers’ loan. Based on the customer demand these loans are given. BRAC Bank has a wide range of retail loan-
1. Car Loan. 2. Doctor’s Loan.
3. Secured Loan/OD. 4. High Flyer Loan.
5. Top Up Loan. 6. Credit Card Loan.
7. Study Loan. 8. Teacher’s Loan.
9. Now Loan. 10. Salary Loan.
Process Flow of Retail Loan
BRAC Bank’s Retail Division is being operated centrally. Under the Retail Banking Division all the branches, which acts as sales & service center, are reportable to Head of Retail Banking. Different products of Retail Banking are as follows:
i) Deposit Products
ii) Lending Products
iii) Locker Services
iv) Remittance Services etc.
The product and services that are currently available are given below-
BRAC Bank Limited is now offering 6 depository products for mobilizing the savings of the general people:
· Savings A/C
· Current A/C
· STD A/C
· Fixed Deposit A/C
· DPS A/C
BRAC Bank is offering the following loan and advance product to the client for financing different purpose that fulfill the requirements of the bank and have good return to the investment as well as satisfy the client. The loan and advance products are:
New Product & Services
The bank has its concentration for new product and services development for satisfying its customer and increasing its customer base. The bank firmly believes that technology based product and services will play significant role in the performance of the bank as people are getting more conscious about their service quality. They prefer now faster service with least cost. For delivering faster service the bank has introduced online banking service from the very beginning. There are some new products and services that BBL has lately introduced. These are:
- Now Loan
- Salary Loan
- Credit card Services (Proposed)
- Islamic Banking Services (Proposed)
- ATM services
BRAC Bank Limited is always emphasizing the improvement of banking service and betterment of living standard of the general people of Bangladesh. The product and services are targeted to the lower level to the upper level income group in deposit collection. For lending, the services are made if certain requirements are fulfilled.
Money Market Desk
BRAC Bank has a strong presence in the Treasury Market in Bangladesh. The Money Market Desk of the Treasury Division mainly deals in Bangladeshi Taka transactions. The basic activities undertaken by the Money Market Desk are:
- Management of Statutory Reserves viz. Cash Reserve Ratio (CRR) & Statutory Liquidity Ratio (SLR)
- Daily Funds & Liquidity Management
- Investment Management
· Call/Overnight Lending & Borrowing
· Term Money Borrowing & Lending
· Repurchase Agreement
· Treasury Bills (T-Bills)
Secured Remittance Services (SRS)
BRAC Bank has introduced an innovative remittance services for Bangladeshis living abroad with some unique features compared to any of the existing remittance program. Bangladeshi expatriates can now send their money to their relatives any where in Bangladesh even to the remotest part within 24 hours at a reasonable cost and competitive exchange rate.
Information Technology (IT)
BRAC Bank Ltd. is currently running countrywide true online banking system. The system allows their customers to do transactions all around the country. The bank cheques are all marked with Barcodes that makes each cheque unique and disallows it to be duplicated. All the signature and customer information with their pictures can be verified from any console at any branch on the bank. We also ensure Offsite backup and Disaster Recovery. Their Goal is to provide a true online baking system, which will not only fulfill the demand of time but also set new benchmarks in twenty-first centuries banking world.
- All Branches are computerized
- 99% of the bank’s work is automated using latest technology
- BRAC Bank is a member of SWIFT community
- Intercity Branches are connected via optical fiber backbone network
Branches & SMESCs:
BRAC Bank Limited is fast growing commercial banks in our country. Bank has established a good operating network throughout the country. It has 36 branches throughout the country till June 2008.
Performance of BRAC Bank Limited:
BRAC Bank Limited will be the most successful private sector commercial bank in our country, though it started its operation few years back. It has achieved the trust of the general people and made reasonable contribution to the economy of the country by helping the people investing allowing credit facility.
The authorized and paid up capital of BBL is TK.1000 million and TK.500 million respectively. The paid up capital is one of the strongest in the banking industry. The bank is going to raise its paid up capital in the month September, 2006 by TK.500 million with issuing public share of 5, 00,000 of TK.100 each.
Internal and External source of cash
|Surplus in profit||(9,095,940)||70,346,259||224,490,340||226,006,069|
(Amount in Taka)
Strategic Marketing Theories relate to SME BRAC Bank Limited
In terms of business, marketing management as the analysis, planning, implementation and control of programs designed to create builds and maintains beneficial exchange with
target clients for the purpose of achieving organizational objectives.
As a small and medium enterprise of BRAC bank, it basically provide small micro credit loans and also its product is different terms of small and medium terms of loans. Though it is pioneer division and makes demarcate plans to increase demand in the market in terms of small and medium enterprise. So SME provides the loan that affects the level, timing and nature of demand in a way that helps customer to enhance their business in spite of economic development. SME already have Zonal offices, 265unit offices around the country and 583 CRO to serve door to door customer services and also it exists close to 14482 clients.
Sample of MIS report has given below:
|Month||Total No. of loans requested by the clients||Total No of loan disbursed||Total amount of loan disbursed (Crore)|
Fig: 6. Sample of MIS report.
Building Customer Relationship:
The main security of SME is building relationship between clients and banks. A demand basically comes from two groups: new customers and repeat customers. SME do not want to lose good customers because banks are facing new marketing realities like changing demographics, slow growth economy, more sophisticated competitors etc. For the repeat borrowers BRAC bank SME provides lots of extra benefits to clients to obtain satisfaction. The key to customer retention is superior value and satisfaction. With this in mind many banks are going to extreme to keep their customer satisfied.
SME relates with the modern marketing concept
First it provides customer satisfaction.
Second customer satisfaction through integrated effort.
Finally, for integrated effort to come about organization belief that goals should and can be achieved.
In terms of SME the goal is to economic development of our country through meet and exceed customer needs better than competition. In terms of customer orientation, SME provides the best facilities to customers regarding their needs. SME provides unsecured loans up to 5 lacs which none of other banks provide. In spite of integrated effort, SME is a team based organization. CRO go to the door to door business and by depend on their behalf SME gives the loan to clients. Though it is team base management bank, the behalf that corporate goals can be achieved and customers are satisfied by gaining trust of management.
Corporate activities are focused upon providing customer satisfaction
Strategic Planning in a Nutshell of Small and Medium Enterprise
In terms of our country most financial institution starts out with extensive business and marketing plans to attract potential customers. But organization has some internal steps to carry out organization in the long run which it related to Small and Medium Enterprise of BRAC Bank Limited are as follows:
· Identify the major elements of the business environment in which the organization has operated over the previous few years. In terms of SME of BRAC Bank Limited, it provides loans to small and medium enterprise. CRO or marketing officers deals with the clients directly and CRO’s are all in all to provide the loans in terms of their beliefs. SME is very friendly to provide various facilities by the existing clients.
· Describe the mission of the organization in terms of its nature and function for the next two years. By thinking of client’s benefits and satisfaction, SME will withdraw up to 10 lacs without collateral security for providing loans. Disbursement system will carry out by means of courier services. CRO will send necessary documents to head office to disburse the loan which is nonparallel decision by comparing other banks.
· Explain the internal and external forces that will impact the mission of the organization. In terms of SME, it has various unit offices surround the country and has vast number of employees to handle different clients. Though it is a worlds number NGO’s bank, which has strong feedback and reputation in terms of social and environmental sights. By considering external forces, IFC or World Bank is financially collaborating with BRAC Bank. So it is big driving force for the SME of BRAC Bank Limited.
· Identifying the basic driving force that will direct the organization in the future. In terms of SME of BRAC Bank, it believes integrity, honesty and conciseness bilaterally of clients and us. Though it is credit division, so marketing officers can relate with bravery. Management is very strict in terms of that issue. It is a strong reputed organization so clients will faith on us and carry out long term relation with SME.
· Develop a set of long term objectives that will identify what the organization will become in the future. In terms of SME it has a long term vision to run into the organization. Already It applying MBS (Millennium Banking System) software by means of online facilitates in terms of keeping all record and to way the process easier in the long run. SME thinks key business process with IT Management together in which IT can be enable can give best possible outcomes.
Key Marketing Processes Relate to SME
Basically a strategic plan defines the organizations overall mission and objective. Within each business unit, marketing plays a role in helping to accomplish the overall strategic objectives.
The market consist of many types of customers, products and needs and the marketer has to determine which segments offer the best opportunity for achieving company objectives. SME segments the market into three categories: Trading, Manufacturing and Service. In trading business, there are different kinds like retailer, wholesaler, food business, general stores etc. in manufacturing, there are mills, bakery, press business, etc and also except purchasing manufacturer organization also take loans to meet the working capital requirements. In service business, there are pathology, hospitals and satellite business. Though in our country there is not much manufacturing organization, so most of the demands go for trading business. Though it is a small and medium enterprise therefore it focus on small loan clients that is small types of business like trading , manufacturing and service. Basically manufacturing clients take medium or low amount of loan during short period of time.
Bases for Segmenting Consumer Market
There is no single way to segment a market. A market has to try different segmentation variables, alone and in combination, to find the best way to view the market structure.
Dividing a market in to different geographic units such as nations, states, region, countries, cities, or neighborhood. In terms of SME, it targets every region around the country in terms of small business. Now the SME has almost 265 unit offices to provide credit facilities to the clients around the country. Each of the SME unit offices mainly setup the district levels around the city but not in the rural or undeveloped areas. Though where the potential enterprises/businesses are more, SME try to develop unit office at that particular region/ areas to capture the entire market.
Dividing the market in to groups based on demographic variables such as age, sex, family, income, education, religion and nationality. In terms of SME, in some cases it is very strict. If some one who has Hindu religion and live close to the border, SME would have very careful to provide loans to those clients. SME provide loans 20-60 aged peoples. SME is restricted to provide loans more than age of 65.
Behavioral segmentation divides buyers in to groups based on their knowledge, attitude, uses or responses to a product. Many marketers believe that behavior variables are the best starting point for building market segments. In terms of SME, few clients would be found those who had done MS and most of clients are secondary or higher secondary pass. But basically SME segments clients at least whether the clients can understand his/her own business. SME gives very importance on attitude. At the first sight if any client behave rough then CRO never go to that particular client.
To succeed in today’s competitive marketplace, organization must be customer centered and keeping them by delivering greater value. But before it can satisfy customers, organization must first understand their needs and wants. There are two many different kinds of consumers with too many different kinds of needs and some organization in a better position to serve certain segments of the market. In terms of SME of BRAC bank, their target customers basically small and medium enterprises. BRAC bank SME target ed customers those who have minimum income of 40-70 thousand taka per month. Mostly entrepreneurs’ in our country is illiterate. Some of them are higher secondary and BSC graduate. So SME mainly targeted those clients who actually understand his own business. There are three sectors of target customers which SME follows: Trading, Service and Manufacturing. Basically according to the clients demand, SME support them financially to enhance their business
The process of evaluating each marketing segment’s attractiveness and selecting one or more
segments to enter. In terms of SME, the scope is specified which the target market is small and medium enterprise. But SEM is restricted on leather, jewelry and alcohol business.
Using a differentiating marketing strategy, an organization decides to target several markets or niches and designs separate offers for each. Basically it provides the loan within 25 days and gives the highest months to repay the loan than other banks. In terms of trading business, if the business is not too big then SME is not allow to give more than 20 months to repay the loan. On the other hand, in case of manufacturing business, if the business is too big then SME gives the client gross period and more than 30 months to repay the loan. SME also categorizes the dealings with the customers in A, B & C groups.
A-Categories officers are dealing with the high educated clients, like MBA or PhD holder or highly social client.
B-Categories officers are dealing with the undergraduate or normal standard clients.
C- Categories officers are dealing with the non educated or illiterate normal clients.
Arranging for a product to occupy a clear, distinctive and desirable place relative to accomplish products in the minds of target consumers. Formulating competitive positioning for a product and detailed marketing mix. To meet the customer demands, SME already establish different offices across the country. Before taking the loan CRO clearly defines to the clients regarding SME policies and repayment schedules. To positioning in the market, SME not only provide loan but also they give some valuable ideas to enhance the clients business and for economic development.
Once a company has decided which segments of the market it will enter, it must decide what positions it wants to occupy in those segments. A products positioning in the way the product is defined consumers mind relative to competing product. Main head office of SME is in Dhaka city and rest of its unit offices are spread out surrounding the country. Each unit office consist of 2 or 3 CRO who provides door to door services, they even work at night. Many banks have field officers but could not carry out the unit office facilities. So BRAC bank can reach to the potential clients at anywhere in the country. The CRO of SME never say to the customer at the first impression that interest rate is 24%. They try to make understand to the clients mind that 2% per month or equal monthly payment as well as many benefits.
Unique Selling Propositions:
Facilities- the main facility of SME is to provide quick service to the clients, wh