Abstract:
This report entitled, “An Evaluation of the Marketing Strategies of Grameen Bank,” is based on
my internship experience at Grameen Bank, completed as part of my Bachelor of Business
Administration program at Daffodil International University. The study focuses on evaluating the
marketing strategies of Grameen Bank and how these strategies help the institution reach its target
clients and sustain its operations.
During my three-month placement in the International Program Department, I observed how marketing
in Grameen Bank differs from conventional banks. Instead of relying on advertisements, the bank
depends on trust, close communication with borrowers, and word of mouth. Weekly group meetings,
field visits, and personal interactions are central to building relationships and promoting services.
Through these practices, the bank has been able to reach millions of rural families, especially women,
and establish itself as a pioneer in microfinance.
The report also identifies some challenges in the bank’s approach. Limited use of digital tools, high
interest rates on loans, and weak promotion of services such as education or housing loans remain
areas of concern. While the bank’s strategies are effective in building long-term trust, they could be
strengthened by incorporating modern communication channels and increasing awareness about its
diverse financial products.
Overall, the internship was a valuable opportunity for me to connect theoretical knowledge with real
practices. It allowed me to understand how marketing works in a social banking context, where the
focus is not only on financial sustainability but also on improving lives. The lessons and experiences
from this internship will guide me in both academic learning and future professional life.
