Analysis of Digital Marketing Strategy A Study on bKash Limited

Abstract

This report, titled “Analysis of Digital Marketing Strategy – A Study on bKash Limited,” has been prepared as part of the internship requirement of the BBA in Management program. The report aims to analyze the marketing strategy of bKash Limited, with a special focus on its digital marketing initiatives, and to understand how these strategies help the organization maintain its leadership in the competitive mobile financial services industry of Bangladesh. The study adopts a structured approach. The first chapter outlines the background, objectives, methodology, scope, and limitations of the study. The second chapter provides a detailed company profile of bKash Limited, covering its history, organizational structure, vision, mission, and operational features. The third chapter introduces theoretical concepts of marketing strategy to establish an academic foundation. The fourth chapter reflects on my internship experience, skills developed, and professional exposure. Chapter five presents an analysis of bKash’s digital marketing strategies with a comparative review of fintech service features in the industry. Chapter six introduces a survey-based study on Bangla Natok (drama) viewing habits in Bangladesh, offering insights into consumer behavior in the digital entertainment ecosystem. The final chapter highlights major findings, provides recommendations, and concludes with key reflections. Overall, the report provides a balanced view of theoretical knowledge and practical experience. The analysis demonstrates that bKash has strategically adopted digital marketing to strengthen its customer base, expand financial inclusion, and adapt to changing consumer behaviors. The survey findings further reveal patterns in media consumption that reflect broader shifts in digital engagement among Bangladeshi audiences.