ASA UNIVERSITY BANGLADESH

Internship Report
On

Marketing strategy of Export Import Bank of Bangladesh

limited
(This report is submitted for the fulfillment of the degree of Masters
of Business Administration with a major in

Marketing)

Prepared for:
Professor Dr. Serajul Haque
Department of Marketing
Faculty of Business Studies
ASA University Bangladesh

Prepared By:
Mohammad Moynul Islam
ID No#081-14-0023
MBA- 3rd Batch

Department of Marketing
Faculty of Business Studies
ASA University Bangladesh

Date of Submission:

November 08, 2009

ASA UNIVERSITY BANGLADESH

Certificate of Approval
Mohammad Moynul Islam
ID No#081-14-0023
MBA- 3rd Batch

Department of Marketing
Faculty of Business Studies
ASA University Bangladesh
Titled

Marketing strategy of Export Import Bank of Bangladesh

limited
[Conducted on behalf of Export Import Bank of Bangladesh (EXIM) Limited,
Branch of Nawabpur Road, 198/1 Dhaka ,Bangladesh]

Is Approval and is suitable in eminence and figure .

.
Professor Dr. Serajul Haque
Department of Marketing

Faculty of Business Studies

ASA University Bangladesh

LETTER OF TRANSMITTAL
Date: 08 November 2009

To

Professor Dr. Serajul Haque

Department of Marketing
Faculty of Business Studies
ASA University Bangladesh

Subject: Submission of Internship Report

Dear Sir,
With due respect and humble submission I beg to state that It is my pleasure to submit my
Internship Report entitled

Marketing strategy of EXIM Bank limited. I am

lucky enough that I have got an experience and opportunity to learn Banking process &
procedure efficiently. I believe that it was a fascinating to work like this type of matter and it has
enriched both my knowledge and experience. I tried my best to show my skills, which is
achieved by the preparation of the report.
I beg your kind excuse for the unintentional errors that may take place in the report in spite of
my best efforts. I hope that you would be kind enough to receive this report and bless me
heartily.

Thanking You.
Sincerely Yours,

Mohammad Moynul Islam

ID No#081-14-0023
MBA- 3rd Batch

Department of Marketing
Faculty of Business Studies
ASA University Bangladesh

AC

K N OWLEDGEMENT

At first, I would like to express my gratitude to almighty Allah for enabling me the strength and
opportunity to complete the report with in the schedule time successfully.
I like to thank from the core of my heart to the internship Supervisor, honorable teacher
Professor Dr. Serajul Haque, Department of Marketing, Faculty of Business Studies, ASA
University Bangladesh, who helped me in every steps of my internship.
I am very much grateful to Shah Md. Abdul Bari, Vice President (HO) for giving me
the opportunity to complete my internship in EXIM Bank. I am sure that their dynamic
managerial activities will give inspiration to anybody to build ones career properly.

In my effort to venture into the world of marketing, this project has not only been an amazing
guideline for my future, but also, it has taught me to deal with real life business issues like never
before. In this little but significant journey of my through this path, I have come across people
who have immense contribution in the reaching of my destination.
I would like to give special thanks to Md Zakaria Faruq,the executive vice president & branch
manager:Md Asraful Hoque,Senior principalofficer & 2nd in charge :Md
ZiaurRahaman,Principalofficer:MrgolamSoroar,officer;MrAlamgirHpssian,Mohammad
Mohsin,Mr Mahabub Hossian.Ms Serin Akter. Mr A.K.M Tarikul Islam .Md Allauddin and all
of other employees of EXIM Bank and thanks to all the peoples whom I bothered to collect the
necessary information. Without their contribution and helping attitude, I could not have finished
this report successfully. All these sources have helped me providing all the information when I
needed these. In this report I tried our best to present all the relevant documents. But as human
being, mistakes can be occurred. I pray apology for that. I also want to mention that and any
constructive suggestion is cordially welcome. Finally I would like to express my gratitude to my
parents for their friendly and cordial cooperation during my report writing process. I am grateful
to my friends and those people who provided me data and information about this project.
At last I want to be grateful to all the institutes and sources those helped me to identify the
problems of the report and thank them all.

THANKS TO ALL

Executive Summary
Islamic Shariah Based EXIM bank Ltd. is a fast growing private sector Bank. The Bank made
satisfactory progress in all areas of business operation. The Bank retained its lead position.
During a short span of time the Bank has been able to establish a good image in the Banking
sector and has become a house hold name in the country due to several customers-friendly
deposit and loans scheme.
From the very beginning of this bank it was not operated under this concept of Islamic shariah
system. This was converted into Islamic banking latter. The Islamic banking collects deposit
from different viewpoint, so the whole banking practice with the clients differ highly from
conventional banking. The Islamic banks give the depositors the amount of profit they earn from
their operation not the interest. so the credit contracts are ultimately differ from the conventional
banking.
As a part of requirement an MBA program of Faculty of Business Studies, ASA University
Bangladesh .The topic to the study is Marketing Strategy of Exim Bank limited The report my
practical observation an experience in EXIM Bank. I have focused on various aspects of this
Bank. Since they are standing at leading position, the market over view, market research,
marketing promotion, marketing mechanisms, Segmenting the market, product type, pricing
strategy, overall strengths, opportunity, weakness, and threats, objectives, goals are cross
examined from analyzing the fact that how they were and how they will be in future.
Various types of analysis will help to understand the comparative position that will help to draw
any comment at a glance. The whole analysis will give me a transparent picture of this Banking
standing on a very competitive, sensitive and important sector banking Industry.

EXIM Bank Limited does not follow any prescribed marketing strategy. They have not
introduced any consumer credit scheme in the market. In this report I have mainly emphasized
on deposit marketing and investment marketing strategy which is their core marketing sector.
Though it is a new bank, EXIM Bank makes a strong position through its various activities. Its number of
amount of deposits and investment money increases day by day.

Table of Contents
Page

Chapter 1: Introduction & background

1.1 Scope of the study

1.2 Rationaleof the Report

1.3 Objectives of the Report

1.4 Methodology of the Report

1.5 Instrument used in the Study

1.6 Limitations of the Study

4
4

Chapter Two :Overview of EXIM Bank Limited

2.1 Historical Background of EXIM Bank Ltd.
2.2Corporate Mission & vission of exim Bank
2.3 Divisions of EXIM Bank
2.4 Board of directors of Exim bank
2,5 Corporate Information at a glance
2.6 Functional Organizational chart of EXIM Bank(Head Office)
2.7 Organisation structure of exim bank
2.8 Hierarchy of Branch Management
2.9Corporate Social Responsiblities (CSR) of Exim Bank
2.10Mode of the Bank

5
5
6
7
8
9
10
11
12
12

2.11Management of EXIM Bank Ltd.

12

Chapter 3: Marketing Strategy of Exim bank limited

13

3.1 Bank marketing Strategy - 7p,s

3.2Marketing Strategy
3.3 Pricing Strategy
3.4Price Sensitive Information
3.5. Different types of pricing method

13
16
16
16
18

3.6Price Quality Strategies

18

3.7 Factors Modifying Price Structures

3.8 EXIM Bank pricing strategy
3.9Investment Pricing Of EXIM Bank

19
20
20

3.10Deposit Pricing of EXIM Bank

21

3.11Nature of Product

21

3.12 Product Analysis

21

3.13 New Product Developmen

3.14Products and Services of EXIM Bank

23

15Different Products of EXIM Bank

3.16Proposed Products of EXIM Bank
3.17 promotional Strategy of EXIM Bank
3.18Place Strategy of EXIM Bank

24.
24
25
27
28

Chapter four; Investment Marketing Strategy of EXIM Bank Ltd.29

4.1 Investment mechanism of EXIM Bank
4.2 Investment policy of EXIM Bank
4.3 Investment Criteria Of Exim Bank Of Bangladesh Ltd.
4.4Growth of Investment
4.5 Mode wise Investment
4.6 Sector wise Investment
4.7 Division wise Investment
4.8Investment Income
4.9 Correlation between Investment & Investment Income
4.10 Regression Analysis of investment

29
29
31
37
38
39
40
41
41
43

Chapter Five:Deposit marketing strategy of EXIM Bank 44

5.1 Mudaraba Monthly Income Scheme:

44

5.2 Mudaraba Super Savings Scheme:

44

5.3 Mudaraba Multiplus Savings Scheme

45

5.4 Mudaraba Monthly Savings Scheme:

46

5.5 Mudaraba Hajj Scheme:

46

5.6 Education Saving Scheme

47

5.7 Smart Saver:

47

.5.8. Credit Card

5.9 Growth of Depose

47
47

5.10 Deposit mix

48

5.11Pfit paid on deposit

50

5.12 Correlation between Deposit & Profit paid on deposit

51

5.13 Regression Analysis of Deposit

52

5.14 Ratio on Investment & Deposit EXIM Bank

52

Chapter six: Marketing Strategy & Performance of EXIM Bank Limited

54
6.1Highlight on the Overall Activities:
6.2 Profit and Loss Account
6.3Balance Sheet at 30 June 2008 (Unaudited)
6.4Statement of Cash Flow For the period ended 30 June
6.5Statement of Changes in Equity
6.6 Shaping the Market Analysiss of EXIM Bank Limited
6.7 Dividend Position of the Bank
6.8Analysis of the ratio:
6.9Analysis of the ratio:
6.10Analysis of the ratio
6.11Profitability Analysis:
6.12SWIFT
6.13Investments

54
55
56
57
58
58
59
60
60
60
64
62
62

Chapter Seven; Comparative analysis

63

7.1 Comparative analysis of EXIM bank and with Islamic bank and Shahjalal Islamic Bank
7.2Comparison between marketing strategy of EXIM Bank and conventional banking marketing strategy
64

Chapter Eight: An overview of Nawabpur Road Branch of EXIM Bank

66
8.1 Organizing Structure of Nawabpur Road Branch:
8.2 Different activities of Nawabpur road branch

66
66

8.3.1Deposit

66

8.4 Investments

67

8.5 Foreign Trade

67

8.6 other activities

67

Chapter Nine: SWOT Analysis of EXIM Bank

69

9.1Strengths

69

9.22Weakness

69

9.3Opportunity

70

9.4Threat

70

Chapter Ten Conclusions & Recommendation

72

Bibliography & Reference

Chapter 4: Shaping the Market Analysises of EXIM Bank Limited
4.1 PRODUCTIVITY ANALYSIS

24

4.2 Profitability Analysis

26

Chapter 5: Scanning the Marketing Operation of Bank.(Fundamentals of Bank

Marketing)
5.1 The Why of Bank Marketing
5.1.1 Evaluation of Bank Markting- Facilitating Factors
5.2 The What Of Bank Marketing
5.2.1 Bank marketing

27
27
29
29

5.3 Pre-requisites for Practicing Marketing

32

5.3.1 Internal Marketing

5.3.2 Marketing Research In Banking

32
32

5.4 Framework of Bank Marketing

35

5.4.1 Analysis of Business Environment

35

5.4.2 Understanding the Customer

5.5 Strategy for Bank Marketing

37
39

5.5.1 An Operational Strategy

39

5.5.2 Bank Marketing Strategy- 7Ps

39

5.6 Profitability and Marketing

45

5.6.1 Interplay of profitability and Marketing

45

5.6.2 Profit orientation at branch level

5.6.3 Heightening profit orientation at branch level
5.6.4 Principles of profit calculation system
5.6.5 Branch Profit Calculation System-An Approach
5.7 Training in Bank Marketing
5.7.1 Need and Relevance of Training
5.7.2 Approach to Training
5.8 Channels of Distribution of Banks

45
45
46
46
47
47
47
48

Chapter 6: Developing Market Strategies of EXIM Bank

6.1 Product Strategy
6.1.1 Nature of Product
6.1.2 Product Analysis
6.1.3 New Product Development
6.1.4 Different Products of EXIM Bank
6.1.5 Deposit Product of EXIM Bank
6.1.6 Proposed Products of EXIM Bank
6.2 Pricing Strategy
6.2.1 Different Types of Pricing Method

52
53
53
54
55
55
57
57
57

6.2.2 Factors Modifying Price Structures

6.2.3 Price Quality Strategies
6.2.4 Investment Pricing Of EXIM Bank
6.2.5 Deposit Pricing of EXIM Bank
6.3 Communications Strategy
6.3.1 Communications Strategy of EXIM Bank
6.4 Place Strategy of EXIM Bank

59
60
60
66
62
64
64

Chapter 7: Deposits Marketing Practices of EXIM Bank

7.1 Mudaraba Monthly Income Scheme
7.2 Mudaraba Super Savings Scheme
7.3 Mudaraba Multiplus Savings Scheme
7.4 Mudaraba Monthly Savings Scheme
7.5 Mudaraba Hajj Scheme
7.6 Education Saving Scheme
7.7 Smart Saver
7.8. Credit Card

65
65
67
68
69
69
70
71

Chapter 8: Investment Marketing Practices of EXIM Bank

8.1 Izara Bill Baia (General)

8.2 Izara Bill Baia (HB)
8.3 Izara Bill Baia (Staff HB)
8.4 Bai-Muajjal (BAIM)
8.5 Murabaha
8.6 Bai-Murabaha Investment
8.7 Izara Bill Baia (HP)

72
73
73
73
73
74
75

8.8 Izara (LF)

8.9 House Hold Durable Scheme (HDS)
8.10 Bai-Muazzal (General/FO)
8.11 Bai-Muazzal (WO)
8.12 Bai-Muazzal (Export)
8.13 Murabaha Import Bills (MIB)
8.14. Murabaha Post Import (MPI)

75
75
75
75
75
76
76

Chapter 9: Verdiction
9.1 SWOT analysis of EXIM Bank

77

9.1.1 Strengths
9.1.2 Weakness
9.1.3 Opportunity
9.1.4 Threats

77
77
78
79

Chapter 10: Recommendations & Conclusions

10.1 Product Decision
10.2 Pricing Decision
10.3 Promotional Decision
10.4 Place Decisions

80
81
81
82

Conclusion
Bibliography

83
84