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MKT-412 Sec (02)

Services Marketing
Term Paper on


Developed For:
S.S.M. Sadrul Huda
Assistant professor,
Dept of Business Administration

Date of Submission: 9th December, 2015

Developed By:

Md. Amran Bhuiyan

1 2012-3-10-078 Sec.01

Tabia Zaman
2 2012-3-10-125

Syeda Nafisha Hossain

3 2012-3-10-004

Homaira parvin samira

4 2012-1-13-012

Helena Islam
5 2011-2-10-234

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To complete our assignment, first of all our team is very grateful to Almighty Allah for the hard work,
dedication, team effort and patience we put to finish our assignment work on time. The team would
like to thank the official website of BRAC Bank Limited from where we took the information, some
of our relatives, friends and the respected officials of the bank who had helped us a lot by providing
necessary information to complete the project successfully. Information on their site helped and
supported us a lot and without it we could not complete the assignment properly. We also like to
thank our team members as all of them devoted their full support and cooperation and gave
valuable time to the assignment work. Finally we are very grateful to our course instructor Mr.
S.S.M. Sadrul Huda who inspired and suggested us to do the assignment, and helped us in every
possible way. The team is very thankful to him and honors to have Mr. S.S.M. Sadrul Huda as
an instructor.

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December 09, 2015

S.S.M. Sadrul Huda

Assistant professor,

Department of Business Administration

East West University

Sub: Term Paper on Services Marketing planning or process is applied in Brac Bank Ltd.

Respected Sir,

It is indeed a great pleasure to have the opportunity to submit the assignment paper. We have prepared
this assignment report in accordance with the instructions given by you. Our topic is Services
Marketing planning system or process is applied in BRAC Bank Ltd We think that, working on this
topic was very interesting and we have explored something remarkable through our assignment.

This assignment is to describe our observation, learning and recommendation based on the knowledge
and experience gained during the course. So, all of our works have been done according to your

We are glad to have the opportunity to work on this assignment. This assignment paper has provided
us learning opportunity and compares theoretical knowledge with practical situation.

We hope that, you would be king enough to accept our assignment and bless us.



Amran Tabia Nafisha Homaira Helena

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Table of Contents

Contents: Page Number:

Executive Summary 06

A Brief Introduction 07

Organization Structure 08-10

Management 11-15

Leadership 16-17

Human Resource Management 18-24

Corporate Social Responsibility 25-28

Problems and Solutions 28-29

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Executive Summary

Since the inception, BRAC Bank Ltd has undertaken various steps in preserving and
promoting the interests of its customers, employees, shareholders while serving the greater
purpose of sustainable development. CSR is integrated in the DNA of all the activities of
BRAC Bank Ltd. The Bank operates under a Triple bottom Line agenda where profit and
social responsibility go hand in hand as it strives towards a poverty free and enlightened
Bangladesh. In Bangladesh SMEs do not get the same access to banks and financial
institution as big companies do. But SMEs have strong role to play to build a country
economy especially for developing countries like Bangladesh. BRAC Bank started its
business in 2001 with a clear vision to work as a catalyst for the vibrant yet unbanked SME
sector in Bangladesh. Online banking is a new dimension in this era of revolution of
information technology and the Internet technology has added a new ripple in the wave of
automation of the service delivery system. BRAC Bank Limited is using the online banking
system in their banking sector as a sheer strength for their business which helps in corporate
world. They are also providing their customer Debit card facility and increasing ATM booth
which is much needed for the people in Bangladesh. This facility is also taking part in the
advance ways of banking in our country. BRAC Bank now is in the 5th position in terms of
profit and fund management. BRAC Bank also provides better service to customers at a very
minimum price. They use the best technology and skilled human resource to provide
customer quality services and always tries to balance between interest rate on FDR and Loan.
BRAC Bank not only works for their banking sector but also work for the society. They help
in the public health sector and also help to protect the environment for the general people.

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Objectives of this Study

The primary objective of study is Marketing Services adopted by "BRAC BANK". The
objective is supported by five secondary objectives, achieving them will lead to the
fulfillment of primary objective. They include

To identify the Services marketing strategies used by BRAC BANK.

To analyze the standard of customer satisfaction for products offered by BRAC
To identify different activities followed by BRAC BANK in order to establish itself in
Services market.
To analyze the effectively of Services marketing strategies adopted by BRAC BANK.
To highlight on different aspects that a service based Banking system must follow in
order to increase its market share and for being on a continuous growth stage.

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Research methodology

In this thesis, the researcher has used qualitative research method and also some theories to
analyze what kinds of reasons led to the difference. The theoretical part includes information
gathered from literature and Internet dealing with business strategy. The large amounts of
necessary data and information were collected from the Internet. This thesis will describe the
current development of BRAC BANK in Bangladesh, and also use theories and realities to
explain the reasons for their performances in Bangladesh. On one hand, researcher will
analyze the strategies of company from the perspective of business strategy; on the other
hand, the researcher will analyze reasons from the perspective of competition strategy
In addition, the research contains personal interviews. There were a lot of participants'
observations that the managers and customers in the Bangladeshi market know the goal of
our research. For our questionnaires, the researcher only asked them at most 10 questions.
However, the study included primary and secondary data. The primary data was collected
with qualitative methods by interviewing the customers and managers. The secondary data
was from books, Internet, and course materials with some relevant information.

Primary Data Collection

Market survey & Interview with customer.
Group discussion
Take recommendation from customer
Interviewing Customers.

Secondary Data Collection

Company website
Book: Services Marketing and Class lecture.

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1. The analysis is done on 50 questionnaires in limited area (i.e. EWU Campus).

2. BRAC BANK website did not show the record of performance of any of their specific
3. 100% response rate is not found from the respondents. Some extent of biasness is
found because of Brand loyalty while answering the questions.
4. Potential biases such as reluctance of customer, executives etc.
5. Lack of interest of the respondent is one of the major problems.
6. The Geographic extent of this study is limited to the Bangladesh banking market.
7. The researcher has tried to present a birds eye view and it may not be an in depth
8. This term paper prepared only our personal judgments and class lecturer about
Services Marketing.
9. In our secondary information source internet many information blocked or not

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A Brief Introduction
BRAC Bank Limited, a scheduled commercial Bank established under the Banking Company
Act, 1991 and incorporated as a public company limited by shares on May 20, 1999 under the
Companies Act 1994 in Bangladesh. The Bank has started its operation on 4th of July 2001
with a vision to be the market leader through providing all kinds of banking services suitable
to the dynamic demands of both business and individual in the competitive market.

BRAC Bank has embarked with an avowed policy to provide "Best-in-the-class" services to
its diverse range of customers spread across the country based on latest information
technology. To keep in tied with its sponsor, BRAC Bank's goals, the Bank endeavors to
provide mass financing especially to focus on under-served enterprises across the rural and
urban area. The Bank focused on relationship based Banking, as it believes that the pursuit of
profit and developmental goals are mutually reinforcing. This focus makes the Bank to
emphasize more on to explore and access market opportunities as well as build asset base to
its clients conforming significant contribution to the profitability of the Bank. BRAC Bank is
now currently ranked in 5th position in terms of profit and fund management.

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BRAC Bank Organization Structure

Board of Directors

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Management Committee

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Product and Services Of BRAC BANK
They have some product those are

1. Credit Card
2. Debit Card
3. Prepaid Card
4. Salary Loan
5. Quick Loan
6. Home Loan
7. Secured Loan
8. Auto Loan

They also provide some service those are

1. Currents Accounts
2. Fixed Deposit Accounts
3. Savings Accounts

Savings Accounts of BRAC Bank Ltd:

1. Triple Benefit Savings Account.

2. Savings Classic Account.
3. Aporajita Account.

Financial Services

SME Banking

The biggest operational division of BRAC bank is the SME (Small & Medium Enterprise)
Division. SME is directly related to business of the bank. BRAC Bank extends loans to
potential small and medium trading, manufacturing and service enterprises. This loan is able
to provide quick and quality banking services to targeted business at any places of the
country. Potential women entrepreneurs will also get the facilities of SME loan; this initiation
is to play a role in the socioeconomic development of the country by expansion of business
as well as creation of employment. BRAC Bank was titled to be the fastest growing bank in
2004 & 2005, and it had a profit of 14 crore taka. The profitability of the bank came mostly
from the SME sector. SME division is enriched with more than 700 staffs and it has 367 unit
offices all over the country.

Retails Banking

Retail Banking is known as general banking where the individual customers get
services time to time from the local branches of the larger commercial banks. In
BRAC Bank Retail section has been divided into four parts

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Non Funded Business, Alternate Delivery Channels, Priority Banking
Phone Banking
They are interdependent and work closely with each other. Retail offers different
types of competitive banking products to the customers. The retail division of the
BRAC Bank also offers some special types of deposits and loan scheme for the
customer attention.

Card Service (Credit & Debit)

February 6th 2007 marks the beginning of BRAC Banks Credit Cards business. Being the
latest entrant into the cards market, the card divisions greatest challenge was to establish
itself in an already demanding marketplace and create its own niche. In a space of one year,
BRAC Banks today has become the fastest growing issuers of credit cards in Bangladesh.
Staying true to its motto of being the banks of the masses BRAC Banks has successfully
managed to penetrate and enlist a large segment of the middle class society who has
adopted the plastic card as part of their everyday life. With an aim to becoming the Credit
Card of choice, regular product innovations and value added services round the year
ensured acquisition of new users and also aided in retention of existing clients. Aggressive
promotional and brand building campaigns have created a niche that serves to distinguish
BRAC Bank Credit Card from the competition.

Foreign Exchange & Related Services

Wholesale Banking & Custodial Service

Probashi Banking

This offers an array of products and services that are targeted towards the nonresident
Bangladeshis living in different parts of the world, a milestone for BRAC bank as to
becoming the pioneer in such operation. The official launching of ProbashiSubidha
Account took place on 16 January 2007 with a prospective to catering the
beneficiaries of NRB customers with their different banking needs.

With a goal to provide fast and expeditious services to deliver remittances even in the
most remote corner of Bangladesh, the network of electronically connected field
offices have been expanded more than 1200 BDP outlets across the country for
remittance payment. In 2007 the remittance services has turned out to be one of the
core business areas of the Bank. The year remained as a rewarding and successful one
in terms of new tie-ups and partnerships with a focus on pursuing unexplored and
niche markets around the world.

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Distribution Network
Branch : 166 (Dec, 2014)
SME Unit Office : 458
Remittance Delivery Point : 1800 [2]
ATM Booth : 350+
AponSomoy (Financial Kiosk) : 16

The subsidiaries are[3]

BRAC EPL Investments Limited

BRAC EPL Stock Brokerage Limited
bKash (Mobile banking service) Limited
BRAC Saajan Exchange Limited
BRAC IT Services Limited

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BRAC Banks management system is very plain and not complicated. The planning
processes of BRAC Bank include the four major ones strategic, tactical, operational and
contingency planning.

Types of Planning
Strategic Planning:

1. Become Market Leader: Strategic planning includes long term vision of BRAC
Bank which is to be the market leader in terms of profit and fund management within

2. Provide Best Customer Care: BRAC Bank is a very customer orientated Bank and it
believes that customer contentment is the key to success so it always tries to deliver
the uppermost quality customer care and new types of services.

3. Market Expansion: BRAC Bank plans to expand its market by opening new
branches in the most suitable locations. They will open at least 10 branches every

4. Going Global: BRAC Bank sees itself to be one of the leading banks in at first the
SAARC countries. They are planning to open their branches in these countries within
the next 5 years. They also have plans to expand their service to the Middle East.

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5. Customer Acquisition: BRAC bank plans to reach the maximum number of
customer by 2012 and set this milestone in Bangladesh.

6. Loan Pricing: Following the standard set by Bangladesh Bank, BRAC bank is
considering necessary research to find the most efficient and customer attractive loan
interest rates.

Tactical Planning:

1. To become the leading Bank of Bangladesh, BRAC Bank has a very pragmatic
tactical planning. They are doing necessary research and taking steps, to increase their
fund. This year they are planning to invest in the shipping sector of the country which
will generate a very handsome profit.
2. To improve the customer care officers, BRAC is going to engage a certain number of
interns in customer relationship training programs.
3. BRAC Bank is going to open 10 branches this year in the most suitable locations in
Bangladesh such as Gazipur, Moulobhi Bazar in Sylhet, Hathajari in Chittagong, etc.
to expand their market.
4. BRAC Bank is expected to open a branch in the capital of Nepal because of the
number of Bangladeshi workers working there. This will also help the mass number
Bangladeshi tourist visiting Nepal.
5. To attract new customer BRAC Bank is launching a new banking service named Joy
of Banking which is due this upcoming October 10. This sector is created solely to
give the customers a joyous experience in banking as BRAC Bank believes that
banking is like shopping.
6. This year, BRAC Bank will increase the interest rate on salary loan to 18% to ensure
that the most deserving applicant get the scheme and reduce risk of bad debt.
Similarly other interest rates of other loans are being reviewed but BRAC bank
Management to make the adjustment.

Operational Planning: Operational planning of BRAC Bank is prepared by researching

customers needs, quality of product and satisfying customers demands. BRAC never
compromise with the quality of their services at any cost. It provides superior customer
services and always tries to develop existing services and to create new services to please the
customer. Besides BRAC Bank has set a benchmark for its employees to enable them
perform the best. BRAC Banks is now conducting a survey and research for opening
branches in Nepal and other SAARC countries. Branch managers of every branch undertake
planning for their day to day activities.

Contingency Planning: BRAC Bank has very effective contingency planning for emergency
situation. In every branch of BRAC Bank there is fire exit, fire extinguisher for security from
fire. To protect Bank plunder they use CCTV and they have enough lighting facility so that
the surrounding of the bank can be seen at night and thus they ensured security for emergency

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situation. Furthermore, on any given if there are a great number of customers to serve they
believe that they have enough manpower to serve them.

Corporate Vision & Mission Statement: "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".

Programmed Decision: BRAC Bank undertakes programmed decision for increasing salary
of the employee, sharing profit bonus with the employee and to deal with customer
complaints. Sending account statement to the account holder, advertisement for expanding
their market is also included in the programmed decision of BRAC Bank.

Non Programmed Decision: BRAC Bank sometimes has to make non-programmed decision.
Introducing new services; sending catalog to customers in different occasions is incorporated in
BRACs non-programmed decision. BRAC Bank never faced any fire incidents but it faced loot once.
Using CCTV videos it identified the looters. On different occasions such as Eid and Pujas there is a
huge rush of customers. BRAC Bank has always been able to provide them the best services.

Functional Departmentalization: BRAC Bank organized work units according business
functions. Functional departments of BRAC Bank are:-

1. Marketing.
2. Accounting and Finance.
3. Management Information System.
4. Human Resource Department.

Geographic Departmentalization: The organization structure of BRAC Bank has reflected

its operation in two geographic areas The Bangladeshi sector and the International sector.
Bangladeshi sectors include six divisions of Bangladesh. There are divisional or regional
departments for branches inside Bangladesh. The divisions are:-

1. Dhaka.
2. Chittagong.
3. Sylhet.
4. Barisal.
5. Khulna.
6. Rajshahi.

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International sectors are divided in two sectors:

1. SAARC countries.
2. Middle Eastern countries.

Service Departmentalization: Service departments of BRAC Bank are:

1. SME Banking.
2. Retail Banking.
3. Famina Banking (specially designed for women)
4. Student Banking.

Delegating work assignment: BRAC Bank is centrally decision making company. Every
decision is made by the board of directors. Here no employee can make decision to
perform his work. Here the staffs are not only given target but also shown way how to
achieve it. In short employees have no autonomy to choose the working method.

BRAC Bank basically runs on autocratic leadership style.CEO makes decisions,
communicate them to subordinates and expect prompt implementation of instructions.
Employees have no freedom to give their own opinion regarding the work method. Whenever
Managing Director needs to resolve a conflict, he takes fast action & makes decisions which
sometime displease the employees.

To BRAC Bank controlling means setting up a standard to manage the business and evaluate
the employees performances. BRAC Bank controls the company by the following aspects-

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Customer Satisfaction:

We are not satisfied until our customer is satisfied -this is BRACs view regarding
customer satisfaction. They always provide quick response to solve the problems of
customer. CEOs surprise visit to different branches is a very unique feature of BRAC Banks
customer service. On any given day, the customer might meet the CEO asking what they like
and dont about BRAC. It can be said BRAC being a very new Bank has achieved todays
position for being able to satisfy the customers

Quality of Service: BRAC Bank never compromise with the quality of service. They use the
best technology and skilled human resource to provide customer quality services.
Furthermore they are constantly trying to develop their services.

Interest Rates: BRAC Bank always tries to balance between interest rate on FDR and Loan.
It gives 9% interest on FDR and charges almost 17% on loan account. This balanced rate
enables BRAC Bank to earn handsome profit.

Service Charge: BRAC Bank provides very excellent service to customers at a very
minimum price. Their service is being modified constantly. New feature is being added to
their existing service so they have to increase their service charge.

BRAC Bank is striving to the best bank (in terms of profit and fund management) of
Bangladesh within 2012.It is a very growth oriented and customer driven bank. Providing
superior customer service and investing in the most profitable project they believe they will
be the best brand in Bangladesh.

Leadership is the process of inspiring, influencing, and guiding others to participate in a
common effort.

BRAC Bank follows Democratic style. Leader in the BRAC Bank delegates a great deal of
authority while retaining ultimate responsibility. Management in BRAC Bank divided the
work and assigned on the basis of participatory decision making. Active two- way flow of
upward and downward communication. BRAC Bank enhances their personal commitment

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through participation. Although one problem with democratic process is that it is time

Chairmans Speech:

..the bank has seen that a goal a long way through- providing Bangladesh with a degree of
service and professionalism that the traditionally underserved class could ever dream of.

Human Resource
Limited Management

Human Resource Management

Planning for Staffing Needs

BRACs human resource division works to enforce procedural justice, intensify transparency
and equity and promote innovation and quality. BRAC ensures a working environment where
their staff are nurtured and treated with dignity and respect. The Human Resource
Development is composed of sections:-

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1. Policy.
2. Progress and Communication.
3. Performance management.
4. Human resource field operation.
5. Staff separation and Compensation management.
6. Recruitment and Placement.
7. Human Resource Information System.
8. Sexual Harassment Elimination (Share) and staff Relation.

Under the Human resource field operations, HR officers working at the head office co-
ordinate and provide to 15 decentralized HR field officers to accelerate HR services to BRAC
field staff. In 2007, the division processed 9356 applications and recruited 889 staff.

Recruitment and Selection Process

In recruiting and selecting employees in BRAC Bank, human resource managers strive to
match the needs of the organization and individual aspirations and encourage personal
fulfillment. Therefore, success is recognized in ways which are relevant to the individual.
Steps in recruitment and selection process are following-

Identify Job Requirement

Choose Source of Candidates

Review Application Resumes

Interview Candidates

Conduct Employment Test and Check Reference

Follow Up Interview

Select a Candidate and Negotiate Offer

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Identify Job Requirement: In BRAC Bank, recruitment can be done in any division.
Applicants must have to pass through a personal interview, case study followed by a practical
task. Unlike most organizations, age and experience in not mandatory. BRAC Bank provides
equal employment opportunity to all applicants irrespective of gender, caste and creeds on the
basis of demonstrated ability, experience, and training. So far as applicable, selection shall be
made on a competitive basis. The paramount consideration in the appointment of a Staff
Member shall be efficiency, competence and integrity.

Choose sources of candidate: BRAC Bank prefers both internal sources and external to find
the best candidates for specific jobs in the process of recruitment based on situation. Sometimes
BRAC bank publishes advertisements on news papers of job vacancies stating special
requirements as well. Along with internal search for the best candidate, bank representatives go
to the best universities of Bangladesh and pick out the most qualified students to offer them a
chance to apply for the job.

Review applications and resume: From the received applications they scrutinize, identify
and select the final ones that fulfill their requirements.

Interview candidates: The selection process is a very closely examined written test followed
by a viva exam. If the candidates written exam is successful then BRAC bank will invite
him/her to an interview or viva exam to test out his/her skills from his/her chosen function and
a member of the Human resource team.

Assessment centre: Depending on the outcome of the interview, they invite him/her to BRAC
Bank assessment centre. Here one will demonstrate his/her skills and suitability through
his/her performance in a number of stretching, but fun participatory and individual exercises. In
BRAC bank, for special posts of Management Training Officer (MTO) and Corporate
Relationship Officer (CRO), the recruitment is given special attention. The selection process of
these posts is a very closely examined written test followed by a viva exam.

Select a candidate and negotiate an offer: After the assessment they call in the final chosen
applicants to negotiate an offer for salary and compensation benefits. The consideration in the
appointment should be of efficiency, competency and integrity.

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Employee Training

BRAC BANK invests heavily in training and development programs that provide a real
opportunity to learn the best organizational skill. BRAC BANK support employees in
continuously improving and do all they can to build on his/her functional and leadership
capabilities throughout his/her career with BRAC BANK.
If one joins BRAC BANK, they are committed to working in partnership with his/her to help
him/her develop the skills one need to succeed as a business manager anywhere in the

BRAC bank has been designed to look for fresh recruitment and carries out training in two
ways. They are:-

1. Periodic training.
2. Recruitment training.

Periodic Training: It is done periodically in every 6 months or 1 year to see how its
employees are carrying out their jobs.

Recruitment Training: Recruitment training is mandatory and is given to each employee

every month.

Employee Compensations

Profit Sharing: BRAC Bank awards bonus with its employees from the profit it earns every
financial year.

Gain Sharing: BRAC Bank awards bonus to the employees for surpassing predetermined
performance goals.

Lump-Sum Bonus: BRAC Bank pays onetime bonus or sometimes gives opportunity to buy
shares of the bank based on the competitive performance of the employee.

Festival Bonus: BRAC bank offers festival bonus during EID, Pahela Baishakh and on other
different occasions.

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Loan Facilities: BRAC bank also proves Car loan, Housing loan and also other certain
allowances such as car allowance, mobile and free transport service.

Cost of Living Adjustments: They also have a service plan for the employees called
COLA (Cost of Living Adjustments) in which the employees get cost of living adjustments
if inflations occur.

Employee Benefits

Provident Fund: BRAC Bank provides provident funds to the employees. But it has certain
criteria. BRAC will cut an amount of money from the monthly salary of the employee and
add the same amount from the bank fund. But to get profit from the fund the employee has to
work for certain period of time in BRAC bank. If they resign earlier they will not get the
profit from the bank fund but they will get the money that was cut from their salary.

Paid Vacations:. In this benefit scheme the branch managers can travel to neighboring
countries with their family members. BRAC will bear their expenses.

Flexible Benefit Plan: BRAC bank offers its employees a range of options form which they
can choose the type of benefits they want to receive. The options for this benefit plans are:-

1. Medical Insurance.
2. Life Insurance.
3. Disability Insurance.
4. Paid Time Off (PTO).

Pay for knowledge: BRAC Banks reward and benefits practices aim to support in attracting
and retaining the best people for the organization. To maintain an attractive salary and benefit
package, they regularly compare themselves to a select group of other businesses and reward
higher performance by individuals and teams. They want their employees to feel rewarded by
the challenge of their roles, career opportunities, learning new job tasks, and positive team

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Performance Evaluations

BRAC bank helps its employees better themselves by providing feedback about the particular
employees past performance. They evaluate performance of their employees by appraising
performance which is comparing actually result with one desired outcome and also 360
degree performance review.

1. Comparing actual with the benchmark: BRAC banks manager of an

employees respective functional area will play a key role in this and it
depends on the employee developing their careers. BRAC bank evaluates on
the basis of performance appraisal every six months or annually in one year
and the performance is judged by 5 main words of expressions:

1. Outstanding.
2. Excellent.
3. Superior.
4. Proficient.
5. Marginal.
6. Non-performance.

Employee Opinions

BRAC BANK is committed in creating an environment where employees at all levels feel
that they can speak honestly about the company and issues important to them. BRAC BANK
carry out employee opinion surveys every year and the results are very positive. This
motivates the employees and makes them satisfied.

Employee Separations

1. Downsizing: BRAC bank is a very new bank its number employee is only 9000
therefore there isnt any extensive downsizing.

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2. Using contingent workers: They use contingent worker to decorate the office while
opening new branches.
3. Outsourcing: Outsourcing is not directly practiced by BRAC bank. The only indirect
outsourcing of BRAC bank is through the HR contract of in the bank maintenance and
cleanliness which is outsourced to a company called CLEANCO. IT support and
HR is also outsourced in case of technical problems. IT support is managed by the
famous Telecommunication Company City cell.

Corporate Social
Limited Responsibility

To The General Public

1. Public health Issue:

The Annual Eye Expedition: BRAC Banks/Eye Foundation Hospitals Free Eye
Expedition Program is flagship project in the new policy thrust.
The first expedition under the program kicked off in 1999. Over 1,500 people were
screened for various eye ailments. Of this number, 500 received free eyeglasses and 22
cataract surgery operations were performed free.

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1. Protecting the environment:

Through BRAC Bank lending practice has a real opportunity to be a force for good,
integrating environment and sustainable development considerations into our lending
decision making process. The services BRAC bank offers also present an opportunity for
them to make a real contribution opening up new markets for example in renewable energy
and clean technologies. BRAC bank recognizes that to deliver meaningful progress in these
areas, they also engage people and wider stakeholders in the value of taking an
environmentally responsible path.

2. Corporate Philanthropy:

In 1999 the Bank had a major policy rethink in the area of corporate social responsibility to
strengthen direct involvement in its primary operational environment in such a way that the
resultant impact is maximized for societys most needy. The policy on Corporate Social
Responsibility is essentially driven by the imperative to directly and positively touch the lives
of its stakeholders, with special emphasis on the indigent section of the society. That way, the
resultant impact is maximized for societys most needy. In this respect, the Bank does not act
through third party charity organizations and care givers. Instead the bank gets involved
directly. Developing the quality of workforce BRAC banks quality of workforce is suitable
for the consumer as their behavior is good and there working experience is enough for the

Developing Workforce

In 2004 BRAC bank has sufficiently funded and launched Youth Development Program
(YDP) across Bangladesh. In this program the youth of the under developed areas are given
training in various technical sectors. Women are given sewing lessons and men given training
on mechanical skills including fixing electronics, operating garment factory machines,
operating and fixing automobiles, etc. This has greatly aided in the country development.

1) Right to be safe: BRAC bank ensures their customer that their money is in safe hands
and this is done by the public investment in safe sectors.

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2) Right to be informed: The customers are kept informed about the banks activities
through the publication of annual reports.

3) Right to choose: They never go for push selling customers. They have their own
variety of service. Consumers choose a specific offer or particular type based on their
own interest or needs.

4) Right to be heard: Like other responsibilities, BRAC takes this very sincerely and
takes in all the legitimate complains and direct to the respective parties.

To the Employees

BRAC Bank has a moderate amount of responsibilities to their employees. Every

organization should have occupational safety precautions for the employees and workers.
BRAC Bank offers and regulates proper safety measures for all the employees employed in
their workplace. There are well placed fire extinguishers in every branch and fire alarms and
smoke detectors are linked with fire stations for quick and effective service in case of any
accidents. BRAC Bank provides equal for all employees and workers regardless of age,
gender or racial status. Along with that, there is no discrimination in the case of salaries and
wages; proper amounts are given to employees according to their designated positions. There
has been no record of sexual harassment in BRAC Bank; men and women are venerated and
treated respectfully and equally in all terms.

To the Share Holders

During the end of the year, the BRAC Bank annual report containing all the necessary
information (profits, sales, revenues, growth, etc.), corporate diaries, corporate calendars

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(displaying the brands) and the New Year cards are sent to some of the important
stakeholders. BRAC Bank Limited has been awarded ICAB National Award from Institute of
Chartered Accountants of Bangladesh (ICAB) for one of the Best Published Accounts &
Reports 2007 recently. These items carry an important part in showing the honesty and
responsibility attribute of the company. The stakeholders receiving these items remain
thankful to the company and will have a positive image of it.

Every day, at every BRAC bank branch doors open and close a million times or more, every
day, people walk through those doors with personal stories of hope, change and ambition.
Helping bringing these stories alive is what we believe is our mission. BRAC Bank Ltd.

Some Problems and Solutions.....

1) Not enough ATM Booth: One of the major problems is that they do not have enough
ATM booths across the country thats why their customer cannot withdraw cash
through the ATM Booth from wherever they want. BRAC Bank has almost 200 ATM
across the country but mainly in Dhaka City but their competitor Like Dutch Bangla
Bank Ltd. have more than 500 ATM booths across the country.
But there are future plans from the managing committee to expand their ATM Booth
Numbers across the Country.
2) Non sufficient liquidity in ATM Booth: Another major problem is that they do not
have enough liquidity in their ATM booths across the country thats why their
customer many of times have to return from the Booth without withdrawing money.
BRAC Bank has almost 200 ATM across the country but mainly in Dhaka City but
their ATM cannot hold enough money.
BRAC Bank authorities are trying to solve the problem by installing more and better
technology ATM across the country.
3) Limit on withdrawal: BRAC Bank have created limit on withdraw if any big amount
need to be withdrawn by a customer they need to inform it to the Bank previously
unless they cannot withdraw any big amount.

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BRAC Bank authority is concern about this matter and trying their best to solve this
4) Excessive Bank Charge on ATM Withdrawal: BRAC Bank charge relatively
higher amount of card yearly fees compare to other banks. They also charge extra
amount if any amount of money is withdrawal from their shared network ATM Booth.
BRAC Bank authority is concern about this matter and trying their best to solve this
5) They do not have good customer services: Customer services are not up to the mark
in BRAC Bank their 24hrs bank services do not work most of the time. It has been
seen that they need time to execute a client request.
BRAC Bank managing committee are arranging training program for their employee
so that they learn how to improve their relationship with customers and provide better
customer services.

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Primary Data Collection

Market survey & Interview with customer.
Group discussion
Take recommendation from customer
Interviewing Customers.

Secondary Data Collection

Company website
Book: Services Marketing and Class lecture.

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East West University

Dear Respondent,

We would be grateful if you could spare some of your time to respond to the following
questions. Your response will be treated as confidential and would only be used for
completion of our research work in Services Marketing process is applied in BRAC

Field Survey Questionnaires


1. Do you trust operate and security of BRAC Bank?

Strongly agree
Minor disagree

2. How often do you use BRAC Bank services?


3. Which online BRAC Bank features do you use regularly? Please select all that
Transfer funds between accounts
Bills Pay

4. Employees in the BRAC Bank are always willing to help you?


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5. When BRAC Bank promises to do something by a certain time, it does so?

6. You feel safe in your transactions with BRAC Bank?


7. BRAC Bank branches physical facilities are visually appealing?


8. The behavior of the employees in BRAC Bank instills confidence in you?


9. When clients have problem, Bank shows a sincere interest in solving it


10. Are you overall satisfied about BRAC Bank services?


11. Have you ever face any trouble when transaction money? Please specify that

12. Would you recommend about BRAC Bank to a friends, relatives or business

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Analysis of Questionnaire

Research objective
The objective of this study is to answer the main question: what kinds of Services marketing
strategies are affecting BRAC BANK in Bangladesh banking market? The research should
consequently make the company to be able to reach a conclusion on: BRAC BANK business
strategy in the Bangladesh market.What kind of the market strategy should be used?
According to the requirements of thesis, the researcher did the customers questionnaire in
Dhaka, Bangladesh which contain 50 respondents. Investigation of population can be divided
into two categories which include University Students, young people. The research was set at
city center of Dhaka, Bangladesh.



20 Male

10 Female

Male Female

Overall responses of Customer those who have an account in BRAC BANK.All are
university students and age limit 17-23 years. We have done survey into 50 customers those
Male 30

Female 20

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