POSITIONING AND SEGMENTATION

OF

STANDARD CHARTERED

IN

PAKISTAN
 Positioning of Standard Chartered
Standard Chartered Leasing Ltd., a subsidiary of Standard Chartered Bank (Pakistan)
Limited, has been in the forefront of the leasing business.

Standard Chartered Limited has maintained its unique market position. It has catered to
the customer’s leasing need through customized lease products, which were cost effective
and simple.

Standard Chartered Leasing core business was lease financing with a focus on corporate,
small and medium enterprises. It also offered unique investment opportunities to
Individual and Corporate / SME customers through certificate of investments.

Standard Chartered is an investment grade company with existing PACRA credit ratings
of A+ for long term and A1 for short term. These ratings indicated low expectation of
credit risk and strong capacity for timely payment of financial commitments

Standard Chartered is operating in the major cities of Pakistan including: Lahore,

Islamabad, Faisalabad, Sialkot, Hyderabad, Peshawar along with its registered office in
Karachi. Standard Chartered Leasing is also listed on all the three Stock Exchanges in
Pakistan. Standard Chartered Leasing Ltd is 86.50% owned by Standard Chartered Bank
(Pakistan) Ltd.

Standard Chartered Leasing’s existing paid up capital is PKR 978 million which meets
the minimum capital requirement set by the Securities and Exchange Commission of
Pakistan (SECP).

Segmentation of the market

1. Market segments

Overall market industry for banks in general and SCB in particular can be divided into
following categories:

• Personal Banking

○ Accounts and Deposits

○ Debit & Credit cards
○ Loans & Mortgages
○ Insurance
○ Investment

• Islamic Banking

Standard Chartered, with an aim to meet the unique needs of its customer, has setup an
Islamic Banking Division. The bank is offering tailor-made Shariah compliant
products to its customers.

• Wholesale Banking

○ Transaction Banking
○ Financial Markets
○ Corporate Finance
○ Principal Finance
 Positioning of Standard Chartered within the
product class

Figure

Standard Chartered served the Pakistani customer with the existing products that it
offered in different part of the world.