JAHANGIRNAGAR UNIVERSITY

Marketing Management
Course Code: EMBA 502
Semester: Summer-2020, Batch-27

Assignment
On
SWOT Analysis of City Bank Ltd. during Covid Pandemic situation

Submitted
To
Mamtaj Akter
(Assistant Professor, Dept. of Marketing, JU)

Submitted By:
Debdulan Das
Student ID: 20202083, Semester: Summer-2020
Department of Marketing, Faculty of Business Studies
Jahangirnagar University, Savar, Dhaka.

Submission Date: 28th November, 2020

SWOT Analysis of City Bank Ltd. during
Covid Pandemic situation
Introduction
We know that banks are depositories and financial institutions that invest the
money deposited with their clients, provide them with the necessary, take interest
and exchange the currency. The bank is an institution that provides different types
of financial services. In their most basic services, banks keep the money for the
client, which is provided upon request, withdraws from the financial institution or
checks the check to a third party. Banks use the money to finance the bank, which
they pay to businesses, men and women, for operations, mortgages, training costs,
and so on. As an economic institution, banks are generally quite lazy. In our daily
banking business, the administration ensures that the satisfaction of each type of
security personnel is calculated by the client. In the context of financial institutions
and the general banking system, the bank has entered into numerous security
agreements. The Bank of Bangladesh applies various instructions to each company
to follow, observes the audit committee and monitors the agreement on a regular
basis. Bangladesh Banking Company has had a fantastic time over the years. It has
provided excellent innovation in the areas of expansion, modernization, best
practices, and the usefulness of international standards, adaptation to science,
possible development efforts, social governance, and innovation. The regulatory
environment, as well as high-level surveillance. The COVID-19 pandemic is
damaging economies across the world including financial markets and institutions
in all possible dimensions. Particularly for banks, the pandemic generates
multifaceted crisis, mostly through increases in default rates. This is likely to be
worse in developing economies with poor financial market architecture. As a case
of emerging economies, this paper considers Bangladesh and examines the
possible impacts of the pandemic on the country’s banking sector. Bangladesh’s
banking sector already has a high level of non-performing loans (NPLs) and the
pandemic is likely to worsen the situation. Using SWOT Analysis, the paper
estimates the impacts of COVID-19 pandemic on City Bank.
May be we all know that, City Bank senior executive named Muztaba Shahriar has
died from COVID-19 - the first known fatality caused by the new coronavirus
among the bankers in Bangladesh. Muztaba Shahriar, aged 40, was the First Vice
President - HR Operations of the City Bank. After that more than 5 employees
were died in the City Bank due to coronavirus. In spite of all the things everybody
is working very dedicatedly.
City Bank and governments have taken a number of drastic steps to keep the
economy afloat during the COVID-19 lockdowns, and to try to avoid a depression.
This massive response from public authorities has triggered fears of a significant
increase in inflation .In Bangladesh, the question has been asked of whether the
current measures implemented by the City Bank are compatible with the mandate
given to it by the Bangladesh Treaties. City Bank’s Branches, ATM, CDM and
other financial services providers have the potential for long-term growth in Dhaka
which is undoubtedly Bangladesh’s most populous country. This is one of the top
strengths of the Bangladesh’s financial services sector, according to the SWOT
analysis.
SWOT Analysis
An acronym for SWOT's strengths, weaknesses, opportunities, and threats. Define,
Strength (S) and weaknesses (W) are consider to be intimate control elements.
Also, by definition, the opportunities (O-) and threats (T) are considered to be
external elements, on which you have no control over.
The SWOT analysis is the most accurate instrument for reviewing and testing the
popular characteristic role of an enterprise and its conditions. The current main
reason is to prevent structures that create a clear sketch of organized action, which
will satisfy the resources and capabilities of an organization in the previous
requirements of the world with association activities. At the end of the day,
establishing it to evaluate potential possibilities and risks from internal feasibility
and limitations and home turf status. It shows all the superb and negative elements
of the company interior and outdoor that affect credit. A reliable investigation of
nature, which the company works, helps in predicting changes in predictions, and
they help in furthering them in the basic leadership strategy of cooperation.
SWOT analysis of City Bank Limited
Every organization is made up of internal strengths and weaknesses and presents
external opportunities and threats during its economic cycle. The following
paragraphs briefly explain to customers the strengths and weaknesses of the City
Bank, as well as external opportunities and threats during the pandemic of Covid-
19.
Strengths
Though the pandemic situation of Covid-19 has started from March-2020 but CBL
has shown outstanding performance. Some of its employees had done Home Office
and some were worked physically in the branches. But service was not stopped for
a single day. CBL has the long heating historical past so as to contend protection
issue.
a. Amex well-known administration.
b. Most impenetrable AMEX convention.
c. Advance innovation and IT foundation.
d. Advance ATM machine, Walk alternatively ATM framework first in
Bangladesh
e. Advance Centralization banking framework.
f. For any protection remember CBL have claim organization division.
g. Fully computerized banking.
h. Most of the Army human beings are managing all sort of protection issues.
i. Good downplaying between every division.
j. Advance web banking.
k. Secure internet banking convention.
Weaknesses
The Coronavirus pandemic is top on the list of factors weakening in the City Bank
financial sector. This is mainly because the pandemic has caused a drastic decline
in the demands for loans, even as there is now a high possibility that non-
performing loans will skyrocket. This position is similar to one detailed in a recent
report by The World Bank, as reported by BDmetrics.
a. Technology is trade each day but in this pandemic for Bank it's especially
challenging observe any innovative trade medium-term.
b. Continued lack of major multinational competitors in the wider banking and
financial services sector.
 c. The limited capacity of a broad section of City Bank to spend on traditional
insurance products due to poverty.
d. The prevalence of fraud is another problem, especially so in the motor
insurance sector.
e. Employee blessings is little decrease during this COVID-19 pandemic in
Head office distinction with working in Branch.
f. Business unit getting the most remarkable choose amongst the all unit.
g. Decrease City Bank's market share is associated with increased revenues.
h. Suppliers Loyalty among suppliers is getting low.

Opportunities
a. City Bank currently launched “Ekhoni Account” app for the pandemic
situation of covid-19.So that, customers need not to visit branches for
opening account. This type of app launched for the first time in Bangladesh
and people has started to grab it. This app has created a door for the
customers.
b. In this pandemic situation of covid-19 City Bank has provided an offer
package of “Covid-19” with the facility of 5months deferment payment for
credit card members. With this package card members will not be charged
any overdue fee or interest for his any kind of transaction.
c. Recently The City Bank has opened international transaction with CityMax
Debit card. Because in this pandemic situation many of our customers was
seeking for a facility of international transaction with debit card. So, many
of our non-customers have started availing this card.
d. Client preferences change rapidly: Increasing disposable income, right to
access to statistics and the ability to quickly take technology products,
today's customers are more interested in buying / trying new products in the
market. City banks now have wide trends in the regional banking industry,
but the broad financial sector will also be examined carefully.
e. “City Touch” App, first time in Bangladesh with entire Banking office.
f. Increasing the rules of the authorities has made it difficult for unorganized
actors to work in the regional banking industry. It can give City Bank the
opportunity to expand its customer base.

Threats
a. If the economic recovery doesn’t begin until later in 2021 then domestic
demand for banking and financial services will remain muted.
b. Despite a strong growth – 18.4 percent or Tk4,548 crore – in loan from
December last year, the banks' interest income decreased by 2.8 percent or
 Tk36 crore to Tk1,248.4 crore. The new interest rate cap of 9 percent on
loans took effect on April 1. .
c. The bank's half-yearly revenue decreased by Tk57.8 crore, whereas the
operating expenses increased by Tk46 crore over the last one year, mainly due
to an increase in salary expenses,
d. Expected higher inflation will weigh on credit demand.
e. City Bank's default loan ratio declined to 4.5 percent in June this year against
5.8 percent of December last year, mostly driven by regulatory changes, 
f. During this Pandemic of covid-19 City Bank launched SIVR, Which is very
helpful for the customer. It may cause termination of many of our employees.

Conclusion

The COVID-19 pandemic could be the most serious challenge to financial

institutions in nearly a century. It is an unprecedented challenge for our modern
societies and health systems. The consequences of the pandemic for our global
economy and financial sector are unpredictable. Economists are convinced that we
are heading for a significant economic downturn; however, responses from
Governments and Supervisors have been prompt and different measures have
already been taken to sustain the economy, the banking sector and, ultimately, the
people.
This SWOT analysis has a great significance for The City Bank. Actually SWOT
is not for that time when your company is running well, it’s an all-time yardsticks
to measure the performance for a company. And in this pandemic situation it will
really be helpful for the City Bank to understand its lacking, scopes and risks. As
the economic fallout spreads, City Bank finds itself juggling some big priorities
that require concrete steps to reposition now while also recalibrating for the future.
The bank is working to keep their distribution channels open, despite social
distancing advice and supervisory and compliance functions that were never
designed for remote work. They’re trying to manage revenue and customer
expectations, despite near-zero interest rates and growing pressure on consumers.
And, they need to keep an eye on strategy and brand issues that will define their
future, as market forces and customer behaviors potentially change coming out of
this crisis.