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SSHHAAHH ZZAABB AALLEEEEMMMMcc007700220022668844

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Virtual university of Pakistan

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Askari Commercial Bank Askari Commercial Bank limited Rahim-Yar-Khan limited Rahim-Yar-Khan

BranchBranch

Internship report

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Brief introduction of organizationBrief introduction of organization

Askari Bank Ltd was incorporated in Pakistan on October 9, 1991, as a Public Limited Company. It started its operations during April 1, 1992.

Askari Bank Established on July 26,1996 in R.Y.K.

The bank principally deals with banking, as defined in the Banking Companies Ordinance, 1962.

The Bank is listed on the Karachi, Lahore & Islamabad Stock Exchanges ACBL has one hundred eigth [108] branches in the pakistan and 6808 six thousand eight hundred employee

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Business VolumeBusiness Volume

Assets in 2008 206.7 billion Rupees

Deposits in 2008 167.7 billion Rupees

Advances in 2008 128.8 billion Rupees

Guarantees in 2008 55.8 billion Rupees

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Competitors of the organizationCompetitors of the organizationPublic Sector bankPublic Sector bank Metropolitan Bank Ltd

First Women Bank Ltd Foreign BanksForeign Banks

National Bank of Pakistan Standard Chartered Bank

The Bank of Punjab Specialized BanksSpecialized Banks

Local Private BanksLocal Private Banks Zarai Traqiati Bank Ltd

Allied Bank Ltd

Bank Al-Falah Ltd

Faysal Bank Ltd

KASB Bank Ltd

Soneri Bank Ltd

Saudi-Pak Commercial Bank

Meezan Bank Ltd

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Organization Hierarchy Chart

Chairman

Chairman Executive Committee

Director

Director (NIT Nominee)

President & Chief Executive

Company Secretary

Sourcehttp://www.askaribank.com.pk/corporateinfo.phphttp://www.askaribank.com.pk/corporateinfo.php

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Customer Service

Clearing

Cash

Remittances I.T

Credit

Account

Marketing

Branch Manager

Organization Hierarchy Chart

Askari commercialBank Limited

R.Y.KhanOperational Manager

Departments

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Training ProgramTraining Program

I was selected to do my internship in Askari commercial bank limited. I follow the training program in these department

Customer Service

Account Department

Clearing Department

Cash Department

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Customer Service DepartmentCustomer Service DepartmentI worked two weeks in customer service department of ACBL Ashrif complex model town R.Y.K during the period the task which is assigned to me is given below

Give information about different product and service to customer

Account openingProvide service to customer such as filling the cheque

or voucherIssuing the cheque book Issue Debit card and credit card Locker record keeping Computerize record keeping of utility bills and other

collection

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Account DepartmentAccount Department

I worked one and half weak in account department of ACBL Ashrif complex model town R.Y.K during the period the task which is assigned to me is given below

At the day end all the vouchers passed by various officers working in different departments are given to Accounts Department I was sort it and compare it to the computer generated report to check the error and maintain the physical record

Record daily expense incurred by the bank

Sort the vouchers of different types of accounts in account department

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Clearing DepartmentClearing DepartmentI worked one and half weak in clearing department of ACBL Ashrif complex model town R.Y.K during the period the task which is assigned to me is given below

Collect cheque of different bank for clearing

Issued unclear cheque to customer on demand

Record the inward cheque to inward register

Record the outward cheque to outward register

Attach the memo with unclear cheque with reason

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Cash DepartmentCash DepartmentDue to leave of cashier I worked ten days in cash department of ACBL Ashrif complex model town R.Y.K There is no policy of organization to work the interne in cash department due to security reason During the period the task which is assigned to me is given below

Record the transaction on registerVerification of signature Separate new and old notes sort it and make copies of

thousand lack Write the amount in number backside of voucher

before depositing to cashier Check suspect note through machine

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Marketing departments in Askari bankMarketing departments in Askari bank

Branch manager operational manager and B.D.O are practically involved in the marketing and all thesedepartment which is given below

Auto finance department

Customer service department

Agriculture department

Consumer finance department

Business development officer

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Marketing

Mehboob QamarBranch Manager

Department Tariq Mehmood

Operational Manager

Customer Service Department

Credit Department

Auto Finance Department

Consumer Finance Department

Amir Rehmani

Muss Saima

Salman Head Of credit Department

Amira Rasheed Jounior officer

Amir AkhterJunior officer

Ahsan Head of Auto Finance Department

Muhammad NaeemJunior officer

Arshad HeadOf CF Department

Imran AslamBDO

AgricultureDepartment

Ali Head of Agriculture Dept

Mouzam AliGrade 1 officer

Amir AktherJounir officer

Marketing Departments HierarchyMarketing Departments Hierarchy

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Functions of Marketing DepartmentFunctions of Marketing Department Segmentation Strategy

Askari commercial bank limited segment their market geographical demographic and Niche marketing

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Target market StrategyTarget market Strategy

All Army related institutionAll agriculture related communitiesCustomer desires different loan School college and business industries Financial investorConsumer having interested to purchase on leasingReligious group interested in Islamic Banking Group of people needs to get banking services such as utility bills collector

The goal of ACBL is reach a subset of the population who may be interested in product after the segmentation a group of people with similar need is grouped together The target market of ACBL is

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Product planning, development & Product planning, development &

managementmanagement The planning of the new product is done at head

office of ACBL and the management decides when the product is launched

The head office launch new products and services for the customers

The management in the head office see the success and failure of different types of products and managed the product

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PositioningPositioning

Positioning of the product is to create the unique position in the mind of target market as compared to others competitors in the market

To create strong positioning in the target market ACBL use different promotional strategies such like advertisement banner public relation publicity and social marketing

ACBL create strong positioning through competitive product offering

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Pricing StrategyPricing StrategyPrice is the only p which generate revenue for the organization Askari commercial bank use different price strategies for different product Product & Service

Strategy Detail

Kissan Tractor Finance

Cost-plus pricing

Price = Cost of Production + Margin of Profit.

Electronic Bill Payment Services

Market-oriented pricing

Setting a price based upon analysis and research compiled from the targeted market. Also with the cost price

Personnel finance

Price discrimination

Charge different price for civilian customer and army customer

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Distribution StrategyDistribution Strategy

Askri commercial bank use its own distribution channel to promote their product

when any product is lunched by Askari commercial bank to make the product available to final user it is distributed to its all branches

ACBL has one fifty branches world wide and one hundred eight in Pakistan where customer can avail p/s

Askari Bank has expanded into a nationwide presence of 150 branches, and an offshore banking Unit in Bahrain.

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Promotional Strategy Promotional Strategy To promote their product ACBL use following promotional strategies

Advertisement BroacherBill board InternetSocial marketingPublicityPublic relation

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Structure of Sales DepartmentStructure of Sales Department

Sale departments are back bone for any organization it is only the department which generate the revenue for the organization

Following are the sale department in ACBL

Auto financing Department

Agriculture Department

Consumer finance Department

Credit department

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Number of employee working in Sale Department

Department Name Number of employee

Agriculture Department 3

Credit Department 3

Auto finance Department 2

Consumer Finance Department 1

Customer Service Department 2

Total number of employee 11

Sale departments are performed sale operation in ACBL

After the marketing of product sale department perform the sale operation applying the principle of customer relationship management

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Functions of Sales Department Functions of Sales Department No organization exist without sale department the success of any organization depends on success of this department

The function of sale department is to sell the product and service of the organization

After the procedure of the marketing these departments give the product to customers finally

It appoints sale representative and canvas to increase sale such as B.D.O

It provide after sale service

It advise the top management about sale policies

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Customer Services Department Customer Services Department

Customer Service Department is the provision of service to customers before, during and after a purchase

Customer service is a series of activities designed to enhance the level of customer satisfaction

In ACBL customer service department contact with customer time to time for providing latest updates in any problem the customer face. They develop good relationship with customer through proper communication and through their friendly behavior with customers.

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Critical AnalysisCritical AnalysisTrain staff with latest IT tool and knowledgeMotivation tool are not followed by ACBLHigh chargesNo job specialization and specification Ignoring the customer needShort number of employees and branches ACBL has different product that is running successfully it is not possible give a brief detail of Askari products which are running successfully some of them given as follow with reason of success

Current account [business transaction]Saving account [pensioner] Askari special deposit account [student]Debit card ATM card and credit cardAskari Rupee traveler cheque

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ACBL has different product for their target customer each has its own demand Due to high inflation the state bank of Pakistan has increase the interest rate to control the supply of money due to increase in interest rate credit ,auto finance and consumer fiancé is affected because the interest is high people avoid to get the product which are effected are

Askari car Kissan Tractor Finance Personal Finance Mortgage FinanceBusiness FinanceSmart Cash

Critical AnalysisCritical Analysis

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Future prospects of the organizationFuture prospects of the organization

According to my point of view Future prospect of the organization is bright

The financial condition of ACBL is so strong

In 2008, ACBL has given “The Best Retail Banking Award 2008” by Pakistan Guarantee Export Corporation Ltd.

The customer are loyal toward the organization

The bank has strong identity in the mind of consumer through its brand characteristics and convince service which give him competitive edge

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Strength of ACBLStrength of ACBLStrengths are internal attributes of ACBL that are helpful

to achieving the objective

1)Financial Strength

2)Leading private sector bank

3)Ethical concern and public image Automatic operation

4)Online Banking

5)Good dynamic environment

6)Full day banking

7)ATM network

8)Electronic Banking

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Weakness of ACBLWeakness of ACBL

Weaknesses are internal attributes of ACBL that are harmful to achieving the objective.

1)Lower number of Branches

2)Short number of employee

3)Low job specialization

4)Low job satisfaction

5)Centralization

6)Weak customer handling

7)Inside recruitment no merit

8)Lack of training faculties

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Opportunities for ACBLOpportunities for ACBL

Opportunities are external conditions or environmental factor that are helpful to achieving the objective.

1)Promote Islamic Banking

2)A large amount of foreign investment is attracted

3)Steady increase in Customer Deposits

4)Open branches in rural Areas

5)Technological Improvements

6)Use ATM as a credit card

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Threat of ACBLThreat of ACBL

1)High charges

2)Strong competition

3)Legal regulation

4)Higher expenses

5)Economic Environment

6)High rate of inflation

7)Less experienced Staff

Threats are external conditions or environment factor which could do damage to the business's performance

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ConclusionConclusionAfter the completion the internship report I draw the following conclusion

1.Weak customer handling

2.ACBL’s pay large amount on administration cast

3.Low number of branches and employee

4. Lack of specialization

5. No job specification

6. Lack of training facilities

7. No proper marketing for products

8. No proper HR department

9. Need of new staff

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RecommendationsRecommendations

Increase number of branchesJob securityPermanent Hiring Increase number of employee Decentralize decision making Adoption of flexible policies Job training program Flexible policies Revival charges

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