APPLICATION OF MARKETING MIX

A CASE OF EXIM BANK LIMITED.

SUBMITTED TO
Dr. A.B.M Shahidul Islam
Professor
Department of Marketing
University Of Dhaka.

SUBMITTED BY:

Md. Nazmul Hossain

Roll: 01(BBA), 124(MBA)
MBA 6th Batch
Department of Marketing
University Of Dhaka.

INTRODUCTION:
Marketing mix is the set of controllable and tactical marketing tools that a firm
blends to produce the response it wants in the target market. It is the combination
of four elements: product, price, place and promotion that is 4ps.
Service sectors have grown dramatically in recent years. A large number of
business organizations offer services bank is one of them. Just like other
manufacturing businesses, a good service firm uses its marketing mix in order to
position itself strongly in the chosen target markets. In my report I am going to
show how EXIM Bank Ltd. Has used its marketing mix to create a distinctive
place in the mind of target customers.
Generally by the word Bank we can easily understand that the financial
institutions deal with money. But there are different types of banks like; Central
Banks, Commercial Banks, Savings Banks, Investment Banks, industrial Banks,
Cooperative Banks etc. But when use the term Bank without any prefix, or
qualification it refers to the commercial banks. Commercial banks are the
primary contributor to the economy of a country. So we can say commercial
banks are a profit making institution that holds the deposit of the individuals &
business in checking & savings account and than uses these funds to make
loans. For these, people and government are very much dependent on these
banks. As banks are profit-earning concern; they collect deposit at the lowest
possible cost and provide loans and advances at higher cost. The differences
between two are the profit for the bank.
Banking sector is expanding its hand in different events every day. At the same
time the banking process is becoming faster, easier and the banking arena
becoming wider. As the demand for better services increases day by day, they
are coming with different innovative ideas and products. In order to survive in the
competitive field of the banking sector, all banking organization are looking for
better service opportunities to provide their fellow clients. As a result, it has
become essential for every person to have some idea on the bank and banking
procedure.
Internship program is very essential for every student, especially for the students
of business administration, which helps them to know real life situation. For this
reason a student takes the internship program at the last stage of his academic
life, to launch a career with some practical experience.

RATIONAL OF THE STUDY:

Banking sector is spending its hand in different financial event every day. At the
same time the banking process is becoming faster, easier and the banking arena
is becoming wider. As the demand for better service increase day by day, they
are coming with different innovative ideas & product. In order to survive in the
competitive field of the banking sector, all banking organization are looking for
better service opportunities to provide their fellow clients. As a result, it has
become essential for every person to have some idea on the bank and banking
procedure.

OBJECTIVES OF THE STUDY:

The main objective of the study is to examine and explore the marketing
practices and policies of EXIM Bank Bangladesh Ltd. The study also discovers
the functions, corporate mission and the social commitment of the bank.
However, the objectives of the study can be divided into two basic parts:
Primary objectives of the study are:
To explore the major marketing policies and practices of EXIM Bank.
To examine how Bank Marketing is applied by EXIM Bank Bangladesh
Ltd.
To find out the strengths, weaknesses, opportunities and threats of EXIM
Bank by conducting a SWOT analysis.
To assess the marketing mix strategies of the bank:
Product / Service strategy.
Pricing strategy.
Location (place) strategy.
Promotional strategy.
Secondary objectives of the study are:
To explore the corporate mission of EXIM Bank Bangladesh Ltd.
To examine the functions of EXIM Bank.
To assess the social commitment of the bank.
METHODOLOGY OF THE RESEARCH:
In order to achieve the primary objectives exploratory research methods will be
used to provide the insights and understanding. A descriptive research study
particularly observation and in-depth interview will be conducted to gather the
primary data. For gathering the insight information the six Ws will be introduced

(who, what, when, where, why and way) the people who are involved in data
collection and observation, should be experienced enough to collect the data. A
data analyst will be elected for analyzing all the data. All the interviews are
recorded if there is no exception.
The details of the work plan are furnished below:
Sample selection and size:
As I am going to prepare my report on the basis of EXIM Bank, Satmasjid
Road Branch, so the sample size will be limited to this branch only.
Data collection method:
Relevant data for this report will be collected primarily by direct
investigations of different records, papers, documents, operational
process and different personnel. The interviews will administer by formal
and informal discussion. No structured questionnaire will be used.
Data sources:
The information and data for this report will be collected from both the
primary and secondary sources.
Data processing:
Data collected from secondary sources will be processed manually and
qualitative approach will be used through the study.
Data analysis and interpretation:
Qualitative approach will be adopted for data analysis and interpretation
taking the processed data as the base. So the report relies primarily on an
analytical judgment and critical reasoning.

SOURCES OF THE STUDY:

The Primary sources are as follows:

Face-to-face conversation with the respective officers and stuffs of the branch
and head office.

Face-to-face conversation with clients visited the branch.

Relevant field study as provided by the officer concern.

The Secondary Sources of data and the information are:

Annual Report of EXIM Bank Ltd.

Website of the EXIM Bank Ltd.

Various books, articles regarding general banking functio~s, foreign exchange

operations and credit policies.

Different procedure manual published by EXIM Bank Ltd

Different circular sent by head office or EXIM Bank Ltd. and Bangladesh
Bank.

ORGANIZATION OF THE STUDY:

My study is organized into six chapters. They are given below:
Chapter 01:
It represents the introduction, objectives of the study, conceptual
framework, research methodology, contribution of the study and scopes &
limitations of the study.
Chapter 02:
In this chapter I am going to show the overview of EXIM Bank including its
historical background, corporate mission, functions, corporate culture, social
commitment, overall performance and finally the management system of the
bank.
Chapter 03:
An overview of Satmasjid Road branch where I am conducting my
internship including its number of accounts, deposits, loans and advances,
foreign exchange activities etc.
Chapter 04:
Through this chapter two important analyses are going to be done one is
productivity analysis and another is profitability analysis.
Chapter 05:
In this chapter the marketing activities of the bank will be discussed
including its channel of distribution and electronic methods of distributing financial
services.
Chapter 06:

This chapter presents the marketing policies and practices of EXIM Bank
including new product development strategy, pricing strategy, distribution and
communication strategy.
Chapter 07:
This chapter will show you the deposit marketing practice of EXIM Bank
Ltd.
Chapter 08:
This chapter will explore you the investment marketing practice of EXIM
Bank Ltd.
Chapter 09:
This chapter will represent a SWOT analysis of the bank to find out its
strengths, weaknesses, opportunities and threats.
Chapter 10:
The final chapter will include some recommendations and conclusion.

SCOPES AND LIMITATIONS OF THE STUDY:

As I was sent to the EXIM Bank, Satmasjid Road Branch, the scope of the study
is only limited to this Branch. The report will cover its overall department wise
function, structure and performance. The report will also cover the topic
Application of marketing mix A case of EXIM Bank Ltd.
Following are the main limitations of the report:

It is very different to collect the information form various personnel for the job
constrain.

Bank policy is not going to disclose some data and information for obvious
reasons.

Because of the limitation of information some assumption may be made. So

there may be some personal mistake in the report.

The time 3 months only, which is insufficient to know all activities of the
branch are prepare the report

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