American International University-Bangladesh (AIUB)

Term Report on Marketing Strategies of BRAC Bank Ltd. Course Title : Marketing Strategy & Policy (EMBA)

Report Prepared by: Name ALI RAWSHAN IBNE ALAM MUNTASIR RAHMAN PRINCE SHAIDUL ISLAM MD KAMRUL AHSAN (RUBEL) MOHAMMAD AMINUL ISLAM MASKURA KHANOM ID 12-96142-3 12-96399-3 09-93044-2 12-96385-3 12-96369-3 12-96267-3

Marketing Strategies Of BRAC BANK Ltd.

Report Submitted to:

Dr. Ehsanul Huda Chowdhury American International University Bangladesh (AIUB) Faculty of Business Administration Department of Marketing EMBA Program

22nd April 2013

Dr. Ehsanul Huda Chowdhury Faculty & Course Instructor Faculty of Business Administration American International University-Bangladesh (AIUB) Banani, Dhaka

Sub: Letter of Transmittal. Dear Sir

It is a great pleasure for us to submit our term report on marketing strategies of BRAC Bank Ltd.

It was a great opportunity for us to work as a term report on marketing strategies of BRAC Bank Ltd to implement the knowledge that we have learned in our academic career. We tried our level best to make this report to the required standard. We hope that this report will fulfill your expectation. We therefore, hope that you would be kind enough to go through this report for evaluation.

Thanking you ALI RAWSHAN IBNE ALAM MUNTASIR RAHMAN PRINCE SHAIDUL ISLAM MD KAMRUL AHSAN (RUBEL) MOHAMMAD AMINUL ISLAM MASKURA KHANOM

ACKNOWLEDGEMENT

First of all we would like to thank the almighty because of successful completion of this work.

We would like to thank our honorable Faculty & Course Instructor Dr. Dr. Ehsanul Huda Chowdhury for providing us with the opportunity to work on this subject and gain a real life project experience.

We also thank our faculty Md. Zakaria Masud, Head of Accounting Department for giving his valuable time & cooperation & support in performing our task.

We also would like to thank my senior brother Mohammad Azizur Rahman, Executive of Westine Hotel, for his continuous inspiration about this report.

We remember with gratitude our beloved parents and their blessings, which inspired us, grown us confidence and put us a deep concentration to carry on our course work and even reached us at the end with great excellence.

We lastly would like to express our appreciation to the AIUB American International University of Bangladesh and we eventually grateful to the University and its excellence that works for education encourages us and creates knowledge, as knowledge is power.

EXECUTIVE SUMMARY

AFD -Aguauntuk Fried Duck is a locally owned fast food outlet that will be positioned as an national restaurant chain through our creative approach to the company's image and detail presentation. Agauntuk Fried Duck will provide a combination of excellent food at value pricing, with fun packaging and atmosphere. Agauntuk Fried Duck the answer to an increasing demand for duck items, to be consumed while window shopping and walking around the area. In today's highly competitive environment, it is becoming increasingly difficult to differentiate one fast food outlet from another. Dhaka, a city state, is now becoming the model metropolis for South Asia's new economic boom. With more than 16 million people live in Dhaka city. Our main priority is to establish one outlet in a crowded place, preferably in one of prominent gathering area. Later, our effort will be a further development of more retail outlets in the surrounding areas. This plan is prepared to obtain a location for the initial launch of this concept. The initial capital investment will allow Agauntuk Fried Duck to provide its customers with a value-driven, entertaining experience through the creativity of its founders. Agauntuk Fried Duck will entice youngsters to bring their friends and family with our innovative environment to test our fresh duck fries.

TABLE OF CONTENTS

Title Fly . Title Page .. Letter of Transmittal . Acknowledgement Student Declaration .. Table of Contents .......... Table of Illustration ...............

I II III IV V VI VII

Serial No

Title

Page No 07 08-11

Executive Summary. 1.0 Introduction of the Organization. 1.1 Vision, Mission, Goal, Values & Objectives. 1.1.1 Vision. 1.1.2 Mission. 1.1.3 Goal. 1.1.4 Values. 1.1.5 Objectives. 1.2 Company Ownership. 1.3 Company Location & Space. 2.0 Products. 2.1 Product Description.

12-14

2.2 Sources of Raw Materials. 2.3 Sources of Capital Equipments. 2.4 Services. 2.5 Future Products. 3.0 Production Summary. 3.1 Production Equipments. 3.1 Production Process. 14-15

Chapter 1: Organization Overview Chapter 2: Comprehensive study of the marketing strategies: Porters Five Forces Analysis of the Marketer The Market Segmentation and Target Marketing Strategy of the Marketer The Products and/or services of the marketer The Positioning and Branding Strategy of the Marketer The Pricing strategies of the Marketer The Distribution strategies of the Marketer

Chapter 3: Suggestions for the marketer Chapter 4: Conclusion

Bibliography

APPENDIX.

AFD AIUB QSR DC SWOT BDT

Agauntuk Fried Duck. American International University of Bangladesh. Quick Service Restaurant. Dhaka City. Strength, Weakness, Opportunity & Threat. Bangladeshi Taka.