Mission & Vision

VISION
To be the bank of first choice in the region.

1.5 MISSION
To be the leading private sector bank in Pakistan with an international presence, delivering
quality service through innovative technology and effective human resource management in a
modern and progressive organizational culture of meritocracy, maintaining high ethical and
professional standards, while providing enhanced value to all our stakeholders, and contributing
to society

Corporate Objectives of ABL

To achieve sustained growth and profitability in all areas of business.

To build and sustain a high performance culture, with a continuous improvementfocus.

To develop a customer service oriented culture with special emphasis oncustomer care and convenience.

To build an enabling environment, where employees are motivated to contributeto their full potential.

To maximize use of technology to ensure cost effective operations, efficient management information system,
enhanced delivery capability and high service standards.

To manage the Bank s portfolio of businesses to achieve strong and sustainable

shareholder returns and to continuously build shareholder value.

To deliver timely solutions that best meet the customers‟ financial needs.

To explore new avenues for growth and profitability

SWOT & PESTEL analysis

SWOT ANALYSIS
The basic purpose of such an analysis is to develop strategies along with exploiting
opportunities and strengths and neutralizing threats and removing weaknesses. The
SWOT analysis of AKBL as follows:

Strengths
AKBL has got a well-developed on-line system in most of its branches. Remittance Department
is working very efficiently in transferring the funds of people due to this system.

The Bank has also started ATM facility in most of its branches. 24-hour Banking is new trend in
Pakistan and AKBL has also taken apart in this trend.

One distinctive feature of the Bank is that it is the only Bank working for the welfare of army
officers, which was established by Army Welfare Trust.

The productivity of the Bank is very good. Bank is providing a high quality service to its
customers.

AKBL have strength that most of the imports which are done in Multan are handled by AKBL
Rahim Yar Khan

Weaknesses
AKBL has lesser number of branches as compared to many other branches. Due to this problem,
army officers can not avail the benefits of their own Bank.

The human resource department is not performing the function of selection and recruitment very
effectively.

Selection process is not on merit due to which competent persons cannot be selected.

Bank should boost the product development and increase the range of facilities offered for
customers.

Bank is weak in its credit management. Bank should lend to very sound parties and increase its
payment rate

Opportunities
Govt. is taking very bold steps to promote IT in Pakistan.
AKBL has an opportunity to improve in technology.

AKBL is surrounded by many competitors.

It has an opportunity to do aggressive marketing to increase its business.

AKBL may increase its branches in competitive areas.

Threats
AKBL has many competitors, which are continuously increasing its products and marketing
aggressively.

It may cause its customers to shift to competitors.

Some other Banks have competent taskforce, which is also a threat for AKBL, because human
resources are the most valuable resources.

Due to the increased bad situation of Pakistan in which army is considered to be involved
increase the frequency of withdrawals, which would decrease deposits

3.3 PEST Analysis

These influences include:
1. Political and legal environment
2. Economic trends
3. Socio cultural environment
4. Technological factors

Political Analysis
Askari Bank is operating in one of the world’s most volatile political environment. On one side
there is a very week and unpopular government and on the other there is war against terror going
on Since Askari bank is part of Askari Welfare Trust which is run by Pakistan Army so it has the
advantage of not being interfered directly by the government but political forces impact Askari’s
business through consumers and businesses which are affected directly by political
instability. There is also a great awareness about some of the global challenges such as climate
changes, poverty, scarcity of resources, and demographic shifting.
Economic Analysis
The outlook for the Pakistani banking sector remains relatively downbeat despite the potentially
vast consumer market in the country. Pakistan has several characteristics that make for a
favorable banking sector outlook for instance buoyant demographics, a domestic economy
geared towards private consumption and an extremely under-banked population. However, we
should not expect rapid sector development over the medium term as these positive factors are
neutralized by an unstable security outlook and a below-potential growth path for the economy
and recent floods that have put a lot of pressure on the economy.

Social Analysis
There has been a marked increase in the use of credit cards in Pakistan but the usage is currently
limited to educated middle class only. At the same time accelerated by the spread of internet in
the country people are more inclined to us the net to do banking transactions specially bill
payments and within the bank transactions Since Askari bank has the reputation of being a
conservative bank so its consumers are quite loyal and will stay with the bank even under tough
economic situation or in the presence of alternatives.

Technological Analysis
The technology makes it possible to empower the system and establish competitive advantage.
Pioneering the new ideas, adding the skills and operational excellence are part of the guiding
principle of the organization. Askari has recently been investing heavily in Information
technologies.
 Things Which are missing in project

1. Executive Summary
2. Logo & Slogan
3. 4 P’s in detail
4. Strategic Marketing process model
5. Segmentation & Targeting (STP)
6. Product Decision (NPD decision)
7. Pricing Strategy
8. Promotion (All Communication mix)
9. BCG Matrix
10. PLC stage of that company and its products
11. Conclusion