Project

On
Marketing Management

Subject: Standard Chartered

Bank

Index
Contents…………………………Page
No
History………………………………………..2
Principles & Values…………………………....3
SCB Stands For……………
…............................4
Board of Directors…………
…............................5
Global Team………………
…............................6
Swot Analysis………………………………..7
Social Analysis……………………………....10
Economical Analysis………………………....
10
Technical Analysis……………………….......11
Business Overview………
….............................12
4 P’s…………………………………….....12
Recommendation………………………........
16
Conclusion……………………………........19

2
History:
The Standard Chartered Group was formed in 1969 through a merger of two banks: The
Standard Bank of British South Africa founded in 1863 and the Chartered Bank of India,
Australia and China, founded in 1853.

Both companies were keen to capitalize on the huge expansion of trade and to earn the
handsome profits to be made from financing the movement of goods from Europe to the
East and to Africa.

The Chartered Bank

• Founded by James Wilson following the grant of a Royal Charter by Queen

Victoria in 1853.
• Chartered opened its first branches in Mumbai (Bombay), Calcutta and Shanghai
in 1858, followed by Hong Kong and Singapore in 1859.
• Traditional business was in cotton from Mumbai (Bombay), indigo and tea from
Calcutta, rice in Burma, sugar from Java, tobacco from Sumatra, hemp in Manila
and silk from Yokohama.
• Played a major role in the development of trade with the East which followed the
opening of the Suez Canal in 1869 and the extension of the telegraph to China in
1871.
• In 1957 Chartered Bank bought the Eastern Bank together with the Ionian Bank's
Cyprus Branches. This established a presence in the Gulf.

The Standard Bank

• Founded in the Cape Province of South Africa in 1862 by John Paterson.

Commenced business in Port Elizabeth, South Africa, in January 1863.
• Was prominent in financing the development of the diamond fields of Kimberley
from 1867 and later extended its network further north to the new town of
Johannesburg when gold was discovered there in 1885.
• Expanded in Southern, Central and Eastern Africa and by 1953 had 600 offices.
• In 1965, it merged with the Bank of West Africa expanding its operations into
Cameroon, Gambia, Ghana, Nigeria and Sierra Leone.

In 1969, the decision was made by Chartered and by Standard to undergo a friendly
merger. All was going well until 1986, when a hostile takeover bid was made for the
Group by Lloyds Bank of the United Kingdom. When the bid was defeated, Standard
Chartered entered a period of change. Provisions had to be made against third world debt
exposure and loans to corporations and entrepreneurs who could not meet their

3
commitments. Standard Chartered began a series of divestments notably in the United
States and South Africa, and also entered into a number of asset sales.

From the early 1990s, Standard Chartered has focused on developing its strong franchises
in Asia, the Middle East and Africa using its operations in the United Kingdom and North
America to provide customers with a bridge between these markets. Secondly, it would
focus on consumer, corporate and institutional banking and on the provision of treasury
services - areas in which the Group had particular strength and expertise.

In the new millennium we acquired Grind lays Bank from the ANZ Group and the Chase
Consumer Banking operations in Hong Kong in 2000.

Since 2005, we have achieved several milestones with a number of strategic alliances and
acquisitions that will extend our customer or geographic reach and broaden our product
range.

Alliances and Acquisitions

Strategic alliances and acquisitions to support our organic growth and strengthen our
position in the global markets.

Principles & Values

At Standard Chartered our success is built on teamwork, partnership and the diversity of
our people.

At the heart of our values lie diversity and inclusion. They are a fundamental part of our
culture, and constitute a long-term priority in our aim to become the world's best
international bank.

Today we employ 75,000 people, representing 115 nationalities, and you'll find 60
nationalities among our 500 most senior leaders. We believe this diversity helps to fuel
creativity and innovation, supporting the development of exciting new products and
services for our customers worldwide.

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What Standard Chartered Stands for
Strategic intent

• The world's best international bank

• Leading the way in Asia, Africa and the Middle East

Brand promise

• Leading by Example to be The Right Partner

Values

• Responsive
• Trustworthy
• International
• Creative
• Courageous

Approach

• Participation

Focusing on attractive, growing markets where we can leverage our relationships

and expertise

• Competitive positioning

Combining global capability, deep local knowledge and creativity to outperform

our competitors

• Management Discipline

Continuously improving the way we work, balancing the pursuit of growth with
firm control of costs and risks

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Commitment to stakeholders

• Customers

Passionate about our customers' success, delighting them with the quality of our
service

• Our People

Helping our people to grow, enabling individuals to make a difference and teams
to win

• Communities

Trusted and caring, dedicated to making a difference

• Investors

A distinctive investment delivering outstanding performance and superior returns

• Regulators

Its people, its values

They are one of the world's most international banks in terms of the diversity of our
people. Our 75,000 employees, representing 115 nationalities, are exposed to exciting
career opportunities as a result of our unique global footprint.

Board of Directors:

Standard Chartered leaders reflect the diversity that drives Standard Chartered success
and makes it one of the world's most international banks.

 Mervin Davies CBE

Chairman

 John Peace
Non-Executive Director and Deputy Chairman

 Jamie Dundas
Non-Executive Director

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  Val Gooding
Non-Executive Director

 Rudy Markham
Non-Executive Director

 Ruth Markland
Non-Executive Director

 Sunil Mittal
Non-Executive Director

 John Paynter
Non-Executive Director

 Paul Skinner
Non-Executive Director

 Oliver Stocken
Non-Executive Director

Global Team

The Bank offers a well-rounded career that is truly global in scope. Our size and reach
facilitate exposure to international banking standards and work experience by providing
employees with opportunities to travel, interact and learn from other cultures.

Each year as many as 20 per cent of our employees get expanded role opportunities. Over
2,000 of our employees are on cross-border assignments at any one time.

Nearly half of our employees are women, and almost 60 nationalities are represented
among the senior management, reflecting the bank's policy towards providing equal
opportunity for all employees.

7
SWOT ANALYSIS:
Strengths
Standard Chartered has a network of over 1,750 branches and outlets in more than 70
countries and territories across the globe, making us one of the world's most international
banks.

Asia Pacific

• Afghanistan
• Australia
• Bangladesh
• Brunei Darussalem
• Cambodia
• China
• Hong Kong

• India
• Indonesia
• Japan
• Laos
• Macau
• Malaysia
• Mauritius
• Nepal

• Pakistan
• Philippines
• Singapore
• South Korea
• Sri Lanka
• Taiwan
• Thailand
• Vietnam

Africa

• Botswana

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 • Cameroon

• Cote d'lvoire
• Ghana
• Kenya
• Nigeria

• Sierra Leone
• South Africa
• Tanzania
• The Gambia
• Uganda
• Zambia
• Zimbabwe

The Middle East

• Bahrain
• Egypt
• Jordan
• Lebanon
• Oman
• Qatar
• UAE

UK/Europe

• Austria
• France
• Germany
• Guernsey
• Italy
• Jersey

• Kazakhstan
• Luxembourg
• Monaco
• Poland
• Romania
• Russia

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 • Spain
• Sweden

• Switzerland
• Turkey
• Ukraine
• United Kingdom

The Americas

• Argentina
• Bahamas
• Brazil
• Canada
• Cayman Islands

• Chile
• Colombia
• Falkland Islands
• Mexico
• Peru

• Uruguay
• USA
• Venezuela

Weakness:
The latest deal by Standard Chartered, the British bank with a big Asian presence, may
seem odd: It is paying a premium of more than 30 percent for Hsinchu of Taiwan, a bank
saddled with bad credit card loans that has lost money so far this year.
But Standard Chartered has rarely followed a predictable course. And for years, it has
defied critics’ warnings that it was overpaying for deals, as well as market predictions
that it would be gobbled up by a big global bank.
With most of its operations in fast-growing economies from Pakistan to Singapore to the
United Arab Emirates, and its largest concentration of customers and profits in Hong
Kong, Standard Chartered is now in a position that makes it the envy of many of its
investment and commercial banking peers in Europe and the United States.

10
Opportunities:
Responsible and sustainable lending to be a force for good:

With a significant presence in Asia, Africa and the Middle East, Standard Chartered plays
an important role in economic growth. Aware that there can be conflict between
economic growth and communities as well as challenges in protecting the environment,
we will be a force for good, encouraging sustainable development wherever we operate
or have influence.

Threat:
Risk ratings, macroeconomic forecasts, and financial markets analysis on the world's
emerging markets

Social Analysis:
At Standard Chartered, we're inspired by people who are passionate about what they
believe in - and who have the courage to overcome obstacles to achieve their goals. By
sponsoring these individuals, we are able to share their vision and stories with our
customers and staff.

Blind athlete, Henry Wanyoike, and his running partner, Joseph Kibunja, take part in all
of our marathons, speaking to thousands of people about the importance of having the
courage and the right partner to pursue their dreams. They have also helped raised
awareness and millions of dollars for our global community programme seeing is
Believing.

Young cricketers, Alistair Cook and Stuart Broad have worked extremely hard to earn a
place in the England team. They continue to aim high, sharing their passion with our
staff, our customers and young people.

Economical Analysis:
Committed to the long-term development of the communities in which we operate
Standard Chartered sponsors a wide range of inspirational people, projects and events.

11
Helping protect against financial crime

Upgraded anti-money laundering monitoring systems in the UK and US

Improved sanctions screening systems operational in major payment centers

As a bank, Standard Chartered is in a unique position to contribute to the fight against

financial crime. It is vital that we keep pace with new threats as they emerge. And we
must have the best processes in place to protect us and our customers and to minimize the
impact of financial crime on the communities we serve.

In 2006, global money laundering was estimated at over USD500 billion. In the political
arena, this criminal activity is increasingly linked to international terrorism and, as a
result, is subject to more stringent sanctions and regulations.

At Standard Chartered, we go beyond the minimum legal requirements, setting standards

that lead by example. Tackling financial crime is an area where we can have a significant
influence on our industry. The procedures we adopt will improve our understanding of
our customers and help protect their business as well as helping us build a sustainable
business for the Bank and the communities we operate in.

Technical Analysis:
Standard Chartered performance is well balanced between the twin engines of Consumer
and Wholesale Banking. Both businesses continue to innovate and diversify to meet the
changing needs of customers in some of the world's most exciting and dynamic markets.

Youth sports:
Standard Chartered sponsors youth rugby programmes in partnership with the Rugby
Unions in Singapore and Hong Kong. The aim of the programmes is to extend
participation to lower income classes, giving more than 7,000 young people in 130 local
schools the opportunity to develop their skills and create new options for their future.

We also sponsor the International Cricket Sixes in Hong Kong, helping to promote the
sport through this annual international event.

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Business Overview:
Standard Chartered performance is well balanced between the twin engines of Consumer
and Wholesale Banking. Both businesses continue to innovate and diversify to meet the
changing needs of customers in some of the world's most exciting and dynamic markets.

In response to a rapidly changing world, the diverse needs of our stakeholders and global
challenges such as climate change and poverty, we have developed a strategy to build a
sustainable business. This will enable us to recruit and retain the best staff, build strong
stakeholder relationships, take advantage of new commercial opportunities and manage
new types of risk.

Because we operate in more than 70 countries in Asia, Africa and the Middle East, our
influence is widespread and it is essential that we take a long-term view of the
consequences of our actions. We know we can make the greatest difference by using our
core skills, talent, products and services. Working closely with stakeholders such as
governments, customers, employees and suppliers, we have defined seven pillars of
building a sustainable business. These are key areas where we can make the greatest
contribution.

4 P’s
Product
Business & Strategy
Our business

Listed on both the London Stock Exchange and the Hong Kong Stock Exchange,
Standard Chartered PLC is consistently ranked in the top 25 FTSE 100 companies by
market capitalization.

By combining our global capabilities with deep local knowledge, we develop innovative
products and services to meet the diverse and ever-changing needs of individual,
corporate and institutional customers in some of the world's most exciting and dynamic
markets.

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Personal Banking

Through our global network of over 1,750 branches and outlets, we offer personal
financial solutions to meet the needs of more than 14 million customers across Asia,
Africa and the Middle East.

SME Banking

Our SME Banking division offers a wide range of products and services to help small and
medium-sized enterprises manage the demands of a growing business.

Wholesale Banking

Headquartered in Singapore and London, with on-the-ground expertise that spans our
global network, our Wholesale Banking division provides corporate and institutional
clients with innovative solutions in trade finance, cash management, securities services,
foreign exchange and risk management, capital rising, and corporate finance.

Islamic Banking

Standard Chartered Saadiq's dedicated Islamic Banking team provides comprehensive

international banking services and a wide range of Shariah compliant financial products
that are based on Islamic values.

Private Banking

Our Private Bank advisors and investment specialists provide customised solutions to
meet the unique needs and aspirations of high net worth clients.

Price:
• Financially supports
• Deposit
• Insurance
• Leasing of cars

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Promotions:
Access to Financial Services
Helping promote economic development, reduce poverty & improve living
standards

Almost three billion people in the developing world lack access to financial services.
They lack safe avenues to save, affordable sources of credit and protection from
unforeseen events. Evidence suggests that access to financial services is vital for growth
and poverty reduction.

Improving access to sustainable financial services plays an important role in empowering

people, both socially and economically. Services such as Microfinance and Islamic
Banking can make a real difference to people in poorer communities, particularly women,
helping to alleviate poverty and raise living standards. They can also help to fuel
economic growth, opening up new commercial opportunities for Standard Chartered.

• Some customers may be illiterate and have no way of reaching bank branches.
• Products tend to be for smaller amounts and less sophisticated; repayments are
often weekly instead of monthly.
• As customers may have no credit history and may only require smaller scale
loans, we have to find ways to evaluate credit on a different basis. This has led to
the growth of self-help groups.
• Even though women are seen as a lower credit risk they have traditionally been
excluded from financial services.

To address these challenges we have partnered with select Microfinance Institutions

(MFIs) in a commercially viable manner to increase access to financial services.

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Placement:
Responsible Selling & Marketing
Building loyalty through responsible selling & marketing:

Our marketing and selling practices are underpinned by our core values in being
trustworthy, responsive and courageous helping to protect our reputation and allowing us
to build a sustainable business.

Over the past few years, we have established an infrastructure to keep us focused on
responsible selling and marketing. Treating our customers fairly, with openness and
transparency, is a priority for us.

To give us customer insight, we conduct annual surveys across 25 countries. The

information we collect helps us develop products that meet our customers' needs - and
delight them with our service. As a result, our 'loyal and positive' score has increased
from 66% to 83% over the past four years.

We have also introduced a new sales performance scorecard and we include indicators
such as customer complaints in our sales incentive and reward programme. These help
our people focus on building and maintaining sustainable, long-term relationships with
our customers.

If we receive a customer complaint, we handle it carefully, tracking and monitoring the

entire process, from the initial complaint log through to its resolution.

At Standard Chartered, we consider the environment - and the impact we have on it - as

part of everything we do.

Comparative with some other sectors, our direct environmental impact is relatively small
- but we are committed to minimizing it across all areas of our business. As well as
integrating environmental and sustainable development criteria into our lending
decisions, we're opening up new low carbon, low pollution markets through innovative
products and services, such as financing renewable energy projects and clean
technologies.

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Recommendation:
Standard Chartered Bank is alive with career opportunities. With an established presence
in the world's most dynamic growth markets, we can give real meaning to your career.
Opportunities to learn and grow, broaden your horizons, work with people from diverse
cultures and make your mark at work and in the community.

Internship programs
At Standard Chartered, we have a range of fascinating internship programmes designed
to support, nurture and challenge you.

It can be difficult to decide where to start your career. To help you make that choice, our
unique and exceptional internships are designed to give you practical experience of the
career you're considering and first-hand knowledge of our people and our environment.

A Standard Chartered internship usually lasts 8-12 weeks, giving you:

• An insight into Standard Chartered banking

• A full induction and development programme
• A multi-layered support network
• New business networks and friends

• A CV-enhancing experience
• Outstanding opportunities for career development and personal growth
• Consideration for international graduate opportunities the following year

Balanced growth to drive performance

Standard Chartered's consistent performance is supported by a strategy of organic growth
and geographic diversification. Carefully selected acquisitions are helping the bank to
grow in key markets such as India, South Korea, Indonesia, Pakistan and Taiwan.

Consumer banking

Consumer Banking serves more than 14 million customers across Asia, Africa and the
Middle East where we have the competitive advantage to build significant market
positions while delivering strong financial performance.

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We provide a wide range of innovative products and services, such as credit cards,
personal loans, mortgages, deposits and wealth management services, to individuals and
SMEs - setting us apart from the competition in many of our markets.

Wholesale Banking

Wholesale Banking supports corporate and institutional clients with services in trade
finance, cash management, lending, securities, foreign exchange, debt capital markets
and corporate finance.

Our focus is on providing responsive, innovative and creative solutions to our clients,
making us the leading international bank of choice in Asia, Africa and the Middle East.

Recent Deals

Date Location
May Standard Chartered announces raising strategic stake in Vietnam's
Vietnam
2008 Asia Commercial Bank to 15%
Jan South Standard Chartered to acquire South Korea's Yeahreum Mutual
2008 Korea Savings Bank
Oct South Standard Chartered First Bank Korea Ltd to acquire 80% stake in
2007 Korea South Korea's A Brain, a funds administration company
Standard Chartered signs agreement to buy American Express Bank, a
Sep
Global wholly owned subsidiary of American Express Company, with
2007
operations in 47 countries
Sep Standard Chartered to acquire Pembroke, an aircraft leasing, financing
Global
2007 and management firm
Sep Standard Chartered to acquire Harrison Lovegrove, a leading global
Global
2007 oil and gas M&A advisory boutique
Aug Standard Chartered announces acquisition of 49% strategic stake in
India
2007 India's UTI Securities, a leading local broking firm.
End Launched tender offer for 100% in Hsinchu International Bank
Taiwan
2006 (USD1.2bn)
Sep
Pakistan Acquisition of 95.37% Union Bank (USD487m)
2006
Acquisition of 26% stake in PermataBank by the consortium of
Sep
Indonesia Standard Chartered Bank & PT Astra International Tbk (USD193m).
2006
Total stake held in PermataBank by consortium today is 89%.

18
Jun
Africa Acquisition of 25% in First Africa Group Holdings Ltd
2006
Dec
N/A Acquisition of 20% stake in Fleming Family & Partners (USD78m)
2005
Sep
China Acquisition of 19.99% of China Bohai Bank (USD123m)
2005
Aug
Bangladesh Acquisition of Amex Bank's Bangladesh business (USD25m)
2005
Jun
Vietnam Acquisition of 8.56% stake in Asia Commercial Bank (USD22m)
2005
Apr Acquisition of a minority stake (6%) in Travelex as part of Apax led
Global
2005 consortium
Jan South
Acquisition of Korea First Bank (USD3.3bn)
2005 Korea
Dec
Global Acquisition of ANZ's Project Finance business with assets (USD15m)
2004
Nov Acquisition of 63% stake in PermataBank by the consortium of
Indonesia
2004 Standard Chartered Bank & PT Astra International Tbk (USD355m)

Sep
2000 Hong Kong Acquisition of Chase Manhattan Card Company (USD1.32bn)
Jul
Global Acquisition of ANZ Grind lays (USD1.34bn)
2000
Jun
Hong Kong Acquisition of Prime Credit
2004

19
Conclusion:
Great Place to Work
Diversity and inclusion - building on our natural strengths

At Standard Chartered, we are committed to creating an engaging, inclusive work

environment - a place where people can make a difference both as individuals and as part
of a team.

Faced with demographic change, competition in our markets and our own rapid growth,
the challenge to attract, engage and develop talented employees has never been greater.

To make Standard Chartered a great place to work, we focus on four key commitments:

• To attract, engage and retain talented employees.

• To develop individuals and teams by focusing on their personal strengths.
• To develop exceptional managers who engage their people.
• To create a diverse and inclusive workplace that encourages employees to achieve
their full potential.

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