Marketing Strategies of EXIM Bank Limited Bangladesh

Abstract

Development of the economy of a country depends on disciplined, modern and dynamic banking system. Banks are one of the most important balancing tools in economy these days. They ensure that money from surplus zone can be used in the deficit zone. By ensuring this, banks ensure the smooth flow in economy, expansion of industry and overall development. EXIM Bank Limited (Export Import Bank of Bangladesh Limited) is one of the most prominent banks in Bangladesh. It is well known for its organizational reputation, expertise, professionalism. EXIM bank’s corporate branch is well known for the way they do business, handle clients and maintain diversified portfolio. The main goal of this report is to conduct a study on overall marketing strategies on EXIM bank Bangladesh and apply the marketing strategy on their product, services and process. During the 3 months rotation for the internship program, 3 department rotations were mandatory. These departments are – General Banking, Loans & Advances, and Foreign Exchange. The scope of activity and processes of these departments are huge and it is not possible to fathom everything within such a short period of time. Therefore, the findings and recommendations based on these three months’ rotation can be rather subjective than judgmental. After being attached with EXIM bank for three months, it was observed that, EXIM bank had a lot of opportunity that they can avail with some proper marketing strategy and process innovation. The main strength of EXIM bank is Shariah Based Islami Banking system. It was found that, the promotion activities are not that aggressive as other commercial banks. With some little cost in promotion and advertisement, EXIM bank can earn much more than what they are earning now.