Marketing of Financial Services” A study on BRAC Bank Limited

Abstract

This Report represents the working experience on private sector commercial Bank operated in Bangladesh named “BRAC Bank Limited” (BBL) as internship report for MBA Program. BRAC Bank intends to set standards as the Market leader in Bangladesh. It will demonstrate that a locally owned institution can provide efficient, friendly and Modern full-service banking on a profitable basis. The main objective of the study is to get knowledge about the Retail Banking of BRAC Bank Limited And also gaining the Practical experience of corporate life and view the application of Theoretical knowledge in the real life. Besides the objectives of the study is to have knowledge about dealing with the customer. To find the problems which the organization are facing to initiate relationship with the customer account. To make some recommendations and conclusion to further the development of Retail Banking of BRAC Bank Limited. In these report different types of assessment tools is discussed that bank use for the assessment of their staff. Different type of promotional techniques that bank use for the promotion of their product promotion also discussed basis on qualitative and quantitative strategy. Based on their promotion promotional activities some recommendations will also suggest that will helpful to increase the product selling and quality of customer services. Sampling Methodology, data collection methodology and data analysis procedure had been followed in this report. In this report has discussed about the BRAC Bank Ltd. Mission, vision, organ gram, of BRAC Bank Ltd. In chapter four is basically discussion about retail banking and its product and marketing policy, Retail marketing, Channel development, Retail risk, Alternative Banking. BRAC Bank is maintaining its competitiveness by leveraging on its online Banking software and modern IT infrastructure. Its retail division is an excellent banking division of it. The operations process of Bank is smooth and excellent. Here has got some positive findings and negative findings which is BBL tries to provide quick services to the customers and try to solve problems of the customers as soon as possible. All the employees of the customer services to the customers and try to solve problems of the communicational skills. Customers of the Bank pursue a great attitude about the Bank. BBL provides excellent banking environment for both the customer and the bankers. BBL customer service charges are much higher than other commercial Banks in Bangladesh. This charges system should be charged. Otherwise it can be threat for the Bank in future.