Section I: Company Profile

Introduction
Sunrise bank one of the leading commercial bank of Nepal, was incorporated in 12th October
2007.Its head office is located at Kathmandu. Sunrise bank, as a pioneer in introducing many
innovative products and marketing concepts in the domestic banking sector, represents a
milestone in the banking history of Nepal as it started an era in modern with customer
satisfaction measured as a focal objective while doing business.

In an economy driven by appetite for success, Sunrise Bank Limited is "Rising to Serve" by
defining new levels of services and products. As a bank was founded by reputed entrepreneurs, it
understands the needs of a growing economy and is well equipped to serve them.

Its team of seasoned banking and management professionals have dedicated themselves to
establishing an institution determined to cater to the needs of all, be it big or small.

Mission
Establish Sunrise Bank Limited as a lead bank in all places of their branch’s locations and
nationwide.
Vision
YOU AND US.... TOGETHER WE CAN BUILD!!!

Objectives
The overall objective of the bank is to contribute to Nation Building and meeting the expectation
of its shareholders, depositors, customers and other stakeholders. the bank has committed to
continuously strive for realizing its objectives by leading the banking in every front with:

 Expanded presence within and outside the country.

 Targeting under-served or potential service areas like SMEs.

 Reshaped and restructured bank's infrastructures and systems.

 Serviced by efficient and knowledgeable staffs.

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  High degree of compliance and risk management.

Major Products and Services

S.N. Products & services

Smart Banking, E-Banking, SMS Banking,

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Misscall Banking

2 ATM, Sunrise Visa debit card, Sunrise Credit Card

3 Branchless banking, Deposit, Savings

4 Locker

5 Sarodiya remit

6 Various loans (Agricultural loan, housing loan vehicle loan, etc.)

7 Extension Counter

Table 1: Products& Services of Sunrise Bank Limited

Capital Structure
 The Authorized Capital of the Bank is Rs. 10,000 Million
 Paid-up Capital: Rs. 8,152,555,851
 Promoter Shares: 51.10% of the Paid-up Capital
 Public Shares: 48.90% of the Paid-up Capital

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Recent News and Events
 Recently Sunrise bank Limited opened more than 100 branches all over the country.

 Sunrise Bank has tie-up with more than 80 hospital of Nepalfor insurancefacilities along
with 8 hospital in Chitwan i.e. Chitwan Medical College,

Chitwan Medical Science, Narayani Samudayek, Puspanjali, CentralHospital,

BharatpurSamudayek, Manakamana Hospital.

 Sunrise Bank has also recently made tie-up with the Indian hospital (INDRAPRASTHA
APOLLO HOSPITAL) where the account holder of sunrise bank having debit/credit can
get the certain portion of discount in their check-up.

 Sunrise bank has recently established their new branch with the hope of providing the
proper Banking Facilities in kabrepalnchowk District.

 Sunrise Bank has provided Dermatome (Skin grafting) Machine for Kanti Children's
Hospital for Burn Ward as a donation on Poush 10,2017.

 Recently, Sunrise Bank limited of different branches has conducted Mass Mela program
in different places to aware the public about the importance of banking services and
facilities provided by the bank.

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Company Structure

Fig 1: Organizational structure of SRBL

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 Section II: Environment Analysis

Internal Environment Analysis

1. Organizational goals and policies

Goals
 To connect public with banking channels

 Increase the deposit habit of people

 To invest in companies, firms, institutions through which living standard of

people can be enhanced through the profit outcomes of the investment.

 To earn profit

Policies
 Bank Promotion Policy
 Investment Policy
 Procedural Manual on Clearing Operations
 Risk Management Guidelines

2. Organizational Resources

Human Resources:
Human resource in Sunrise bank Limited is a key resource of organization. As such, the
motivation of the employees in an organization is essential in improving productivity hence
results. Employee motivation is being achieved by giving good remuneration, medical
allowances and bonuses. It is fundamentally established that employees embrace a company that
caters for their well-being as people. Mutual and cordial relationship between the employer and
the employee translates into better performance.

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Time Resources:

Time and human resources in Sunrise bank limited is argued to be the most crucial resources in
contemporary time. Time is an infinite resource. If not properly managed in an organization, it
can have a negative impact on both employers and employee’s productivity. Organization
ensures that workers are well equipped to manage time in their duties. Some of the ways time
can be managed in an organization include but not limited to ensuring that there is a routine
measure of time by workers and having a master calendar.

Financial Resources:
An organization is establishing a proper plan to manage its financial resource. For example,
budgets are established; funding gaps identified and costs are tracked and documented. With this,
the company is able to assign resources to the resilience activities and the rest can be invested to
improve the organization’s revenue.

Physical Resources:
Physical resource in Sunrise bank Limited is also another important component which is
contributing to organizational performance. Assets include both physical and intellectual
property that belongs to an organization. A company is ensuring its intellectual property. In bank
all the assets are placed in the proper place that is helping employee to achieve the organizations
goal effectively.

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Technological Resources:
Technology resources is one of valuable resources of banking sectors. It includes the different
facilities provided by the bank such as Banking information systems (transactional sites), bill
payment though sites, ATM Services and other operational services through the modern
technology with has been properly adopted by sunrise bank to provide the proper service to their
customer.

3. Organizational Structure:
Organizational Structure specifies the jobs, relations job allocation and responsibility within the
organization among the staffs and manager. As per the visit of Sunrise bank we found there is the
friendly working environment where all the employee is enjoying their work. There is clear cut
division of the responsibility according the capacity and skills of employee. We found the
manager of sunrise bank Bharatpur branch so supportive and friendly. They pass the each and
every information through mail which is one of the easiest medium to communicate with each
other which we found much more attractive.

4. Organizational Culture:
Organizational culture is a system of shared assumptions, values, and beliefs, which governs how
people behave in organizations. These shared values have a strong influence on the people in the
organization and dictate how they dress, act, and perform their jobs. Every organization develops
and maintains a unique culture, which provides guidelines and boundaries for the behavior of the
members of the organization.

Sunrise bank has the culture of doing the work in collaborative manner every one shares their
problem with each other and try to solve in collaborative way. They have the feeling of
brotherhood and enjoy the happiness and celibate it.

5. PESTEL Analysis

The banking system proves to be great source of financing the government. It takes many
different measures to improve the well-being of people. It is essential that banking industry must
consider the pestle analysis before the marketing process. The factors provide the continuous
effects and fed the planning. The banking industry affects all countries. But it’s subservient to
many factors, particularly to the government and the economy. Banks are unable to behave

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independently and must provide services based on specific laws that affect their growth and
offerings.

This PESTLE analysis highlights key factors affecting the banking industry.

Political Factor

The overall restriction, limitation and bounties are taken into account in the banking system. This
helps to support the new investment which will be anticipated form government. It is the best to
recognize the patterns how stable and shape the political environment and what type of
government policies will help to impact the laws. These laws regulate and implemented for
apparent taxes.

The political factor affecting the Sunrise Bank are:

 The role of press or social media

 Regulated and Deregulated trends
 Tax Policies
 Employment legislation

Economical Factor
The economic factor of PESTEL for the bank helps to determine the current of the market place.
The banking industry and the economy are tied. How income flows, whether the economy is
prospering or barely surviving during times of recession, affects how much capital banks can
access. The inflation and the interest rates and various condition will be known by considering
the economic factor.

The important that affect the economical banking industry:

 The current economic growth

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  Cost of labour
 Globalization
 Unemployment Rate
 Interest Rate and inflation
 Level of income distribution

Socio-cultural Factor
The social cultural factors affect the scheme, especially in the banking sector. It helps to
determine money related issues and the attitude of the market. The saving will be recoginized,
the approach used and the productive loans which provide profitable results to the clients.

The Social factor affecting Sunrise bank are:

 The growth of population

 Health Consciousness
 Attitude and lifestyle of the people

Technological Factor
The advancement of technology plays important role in banking Sector. It is essential for the
competitive advantage and proves to be a core driver for the globlization. Technology provides a
variety of quality products and services at reasonable rate. For sunrise bank, the internet service
is essential and they have been utilizing it more efficiently.

These factors are playing an important role:

 Emerging Technologies
 Internet, remote working and communication costs

Environmental Factor
Environmental factor is one of the important factors of PESTEL analysis that allows to deal with
the environmental platform. To consider the environmental factor, we have to consider the
various locations and their impact on the trading which is sponsored by the banking industry. The
climatic changes affect the banking operation.

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The environmental factors include:

 Natural Disasters
 Usage Green Products
 Climate and weather change

Legal Factors
Legal Factors leave a countless impact on the banking industry. The trade structure, securities
law, note regulations and various legal necessities help to confirm the legal frameworks which
are available in the market. It is best to make assured that these structures facilitate the
commercial tools. For the safe and secure transaction and procedure following are the legal laws
that are affecting Sunrise bank:

 Safety and health laws

 Discrimination law
 Consumer law
 Employment legislation

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 Section III : SWOT Analysis
SWOT analysis is the strategic planning method used to evaluate the Strength, Weakness,
Opportunities, and Threats involved in a project or any organizations. It involves specifying the
objective of the business venture or project and identifying the internal and external factors that
are favorable and unfavorable to achieving that objective. Every organization is influenced by
both the internal as well as external forces. It acquires some strength over its rivals and at same
time it may possess some weaknesses internal to the organization’s boundary. There are a lot of
opportunities and threats in the external environment. A SWOT analysis is done to evaluate the
SRBL banks effectiveness in different departments.

The strength, weakness, opportunities and threats of SRBL are:

Strength

 Customized and reliable service.

 Advance banking software implemented.
 Goal oriented, motivated and smart professional employees.
 Sound relationship with the correspondent bank and link ups in almost every part of the
country.

Weakness
 The fact that the credit administration and other department lies in different flat can
sometimes make the work tiresome and time consuming in urgent cases.

 Relatively high price compared to rival banks though quality of service is outstanding and the
negotiations can be made in case of large transactions.

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Opportunities
 Prospects to enter into a new market.

 New rules and regulations by the government.

 Increase in number of industries involved in trading of goods and services.

 Technological Advancement.

Threats

 High competition from other competitive banks.

 Political instability within the country.

 Change in rules and regulation by the government.

Strength
 Customized and reliable service.
 Advance banking software implemented.
 Goal oriented, motivated and smart professional
employees.
Weakness
 The fact that the credit administration and other
department lies in different flat can sometimes make the
work tiresome and time consuming in urgent cases.
 Relatively high price compared to rival banks though
quality of service is outstanding and the negotiations can
be made in case of large transactions.

Opportunities
 Prospects to enter into a new market. Threats
 New rules and regulations by the government.  High competition from other competitive banks.

 Increase in number of industries involved in 12

trading  Political instability within the country.
of goods and services.
Change in rules and regulation by the government
 Technological Advancement.
Suggested Strategies
Nothing in the world is build up as perfect. Certain flaws, weaknesses are possessed by
everything, so does banking institutes. In similar sense, SRBL, in its way of performing and
dealing with the customers, consists of some drawbacks. As per this, certain recommendation is
provided to the institute, which are as follows:

a) Bank should try to focus on customer satisfaction and relation more precisely.

b) Bank should try to satisfy its customer by providing them prompt service.

c) Sunrise Bank needs to promote and encourage people to use internet banking and
others services provided by the bank.

d) Focus should be given to increase public confidence related to banking sector which
is very important for development of bank in our country.

e) Various workshops, training, seminars can be done to raise awareness on importance

of banking services and about its product.

f) Time to time training program should be organized by the bank for the staff to update
new ideas, information which is emerging in the market and to trained them properly.

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 g) Still some of the employees are not actively participating in the program organized by
the bank, management should take interest and initiative in motivating the employees
to take part in these activities.

References

 www.wikipedia.org

 www.sunrisebankltd.com.np

 Business Environment in Nepal, Asmita Publication

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