nbp final report(s.m) butt

7/30/2019 NBP Final Report(S.M) Butt

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Submitted by: SHUMAILA JAMAL

G.R No: 1511-109-015

Submitted to: Sir M.A Butt


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Table of Contents

Acknowledgement...1

Executive Summary..2

Introduction and Background ..3

Historic Perspective of NBP.........6

Corporate Strategy......8

Structure, system and Process..9

Market Driven Strategy...10

Distinctive Strategy....11

Creating Value for Customer.11

Achieving Superior performance...12

Formulate Market Driven Strategy among

* Product Market Structure.13

* Competitive Space..13

* Market Segmentation14

* Market Targeting..14

* Position of Product15

* Four Ps of Marketing........16

Recommendation to the Management..18

Future Strategic Implications....19


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ACKNOWLEDGEMENTS

In the name of

,

The most kind and most merciful.

First of all I am grateful Thanks to ALLAH Almighty, who bestowed me

with health, abilities and guidance to complete the project in asuccessful manner, and respect for our beloved Prophet Peace Be

Upon Him who made us recognize our creator. Without the support

of these I m unable to perfume the task.

I am indebted to many people for the successful completion of this

document. I would not forget to thank to my instructor Sir AHMED

BUTT for his generous support.

I am also thankful to employees of National Bank who provided me a

friendly and knowledgeable environment through which I learned a

lot.


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EXECUTIVE SUMMARY

This summary is about my report that I have undergone at National Bank

of Pakistan.

The main purpose of report is to learn, by working in practical environment and to

apply the knowledge acquired, during the studies, in a real world scenario in

order to tackle the problems.

The objective of this report is to fully describe my interview. Efforts have been

made to compile this report in such a way that activates its salient features notonly for students but also for the layman. I have divided this report into different

sections. First section is about introduction of NBP in which I have discussed

introduction & background and historical perspective of NBP, vision, mission.

Second section is about strategies in this I have discussed corporate strategy,

structure, system and process and departments of NBP. Third section discusses

the market driven strategy in which becoming market oriented, customer focus,

competitors intelligences and cross functional coordination is discussed. Fourth

section is about distinctive capability, classifying capability, customer value. Fifth

section is about the initial stage of marketing in this I have discussed thecompetitive space, segmentation, target market, market positioning and the last

4Ps of marketing. I will discuss my duties, accomplishment, new knowledge

acquired, problem encountered, and last how this experience impact on my

career.


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INTRODUCTION

National Bank of Pakistan is one of the largest commercial bank operating in Pakistan. It has

redefined its role and has moved from a public sector organization into a modern commercialbank. The Bank's services are available to individuals, corporate entities and government. While

it continues to act as trustee of public funds and as the agent to the State Bank of Pakistan (in

places where SBP does not have presence). It has diversified its business portfolio and is today a

major lead player in the debt equity market, corporate investment banking, retail and

consumer banking, agricultural financing, treasury services and is showing growing interest in

promoting and developing the country's small and medium enterprises and at the same time

fulfilling its social responsibilities, as a corporate citizen.

In today's competitive business environment, NBP needed to redefine its role and shed the

public sector bank image, for a modern commercial bank. It has offloaded 23.2 percent share in

the stock market, and while it has not been completely privatized like the other three publicsector banks, partial privatization has taken place. It is now listed on the

Karachi/Islamabad/Lahore Stock Exchanges.

National Bank of Pakistan is today a progressive, efficient, and customer focused institution. It

has developed a wide range of consumer products, to enhance business and cater to the

different segments of society. Some schemes have been specifically designed for the low to

middle income segments of the population. These include NBP Advance Salary, NBP Saiban,

NBP Kisan Dost, and NBP Cash n Gold.

The bank has implemented special credit schemes like small finance for agriculture, business

and industries, administrator to Qarz-e-Hasna loans to students, self employment scheme forunemployed persons, public transport scheme. The Bank has expanded its range of products

and services to include Shariah Compliant Islamic Banking products. For the promotion of

literature, NBP recently initiated the Annual Awards for Excellence in Literature. NBP will confer

annual awards to the best books in Urdu and in all prominent regional languages published

during the defined period. Patronage from NBP would help creative work in the field of

literature. The Bank is also the largest sponsor of sports in Pakistan. It has provided generously

to philanthropic causes whenever the need arose.

National Bank of Pakistan has built an extensive branch network with over 1282 branches in

Pakistan and operates in major business centre abroad. The domestic branch network has been

automated and is online. The Bank has representative offices in Beijing, Tashkent, Chicago and

Toronto. It has agency arrangements with more than 3000 correspondent banks worldwide. Its

subsidiaries are Taurus Securities Ltd, NBP Exchange Company Ltd, NBP Capital Ltd, NBP

Moradabad Management Company Ltd, and CJSC Bank, Almaty, Kazakhstan. It has recently

opened a subsidiary in Dushanbe, Tajikistan.


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BACKGROUND

Evolution of banking in Pakistan

In 1947 there are very hard days for the whole banking sectors in Pakistan; the country today

possesses a full range of banking and financial institutions to cope with various need of the

economy.

In 1947 There 3496 offices of Indian scheduled banks our which as many as 487 were situated

in territories now constituting Pakistan. The Reserve bank of India was the central baking

authority in India. It was decided on partition of countries that in the interest of smooth

transition it should continue to function in newly emerging state in 1948 at Pakistan, until 30th

Sep.

In early due to uncertainty and unsuitability the banking sector suffer heavy losses. This

resulted in a negative effect on banking service in Pakistan. Due to collapse of the new state by

pushing a deliberate policy of withdrawals the Indian bank offices closed quickly. The number

of scheduled banks thus declined from 487 branches before independence to only 195

branches in 1948 until 30th

June.

Banking Start in Pakistan

In 1948 the banking situation is very tense and then committee was immediately setup to

formulate a scheme of central banking legislation of Pakistan. Many specialist were come and

gives opinion that in view of the acute shortage of trained staff, idea of establishing a central

bank and best that could be attempted was the setting up of a currency board until such timesas sufficient staff could be organize to operate a central bank.

There was come one question since independence of Pakistan that whether the institution

should be only a currency board or a full control central bank had exercised the mind of the

Pakistan government. Every time is was realized that the shortage of trained personal to run

the central bank would present serious difficulty in view of the tangible advantages that a

central bank enjoyed over currency board. Now this time government has come to ultimately

decided to take the important step of setting up a fully fledged central baking authority. The

problem was the banking authority in the country had been totally disrupted and there was an

urgent need for their rehabilitation. Then banking sector pass the hardly Time as Act, an order

was drafted, known as the state bank of Pakistan order, which was transmit by the governmentof Pakistan on 12

thMay 1948. And first time in Pakistan a central bank come name The State

Bank of Pakistan was declared open on 1 July 1948 by the father of the nation.

The State Bank of Pakistan First tasks faced the replacement of Reserve bank of India notes

which was circulated. The State Bank issued in October 1948 in the denominations of Rs. 5 to

100.


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Nature of Bank

The state bank recommended the setting up a new banking institution to serve both as an

agent to the state bank as well as the spearhead of it credit policies. Then the National Bank ofPakistan was setup under an ordinance in November 1949.

National Bank of Pakistan is a service oriented financial institution. He is working for

its customers besides making profit for the organization. This financial institution required the

customers both retail and corporate banking facilities. It also commences the govt. transactions

like govt. accounts, govt. drafts and payments services of the bank thus can be categorized as

under.

Basic banking like borrowing and lending of money Discounting of Bills of Exchange and foreign exchange. Buying and selling bullion and foreign Exchange Collecting Negotiable instruments on behalf of the customers. Generating Latter of Credit Receiving valuable goods for safe custody. Acting of agents on behalf of the customers Different offers for the customers for their benefits. Work as a clearing house on behalf of the State bank of Pakistan For small cities work as a main bank on behalf of the State Bank of Pakistan.


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HISTORICAL PERSPECTIVE

The history of National Bank of Pakistan is part of Pakistans struggle for economic

independence. National Bank of Pakistan was established on November 9, 1949 under

the National Bank of Pakistan Ordinance, 1949 in order to cope with the crisis conditions which

were developed after trade deadlock with India and devaluation of Indian Rupee in

1949.Initially the Bank was established with the objective to extend credit to the agriculture

sector. The normal procedure of establishing a banking company under the Companies Law was

set aside and the Bank was established through the promulgation of an Ordinance, due to the

crisis situation that had developed with regard to financing of jute trade. The Bank commenced

its operations from November 20, 1949 at six important jute centers in the then, East Pakistan

and directed its resources in financing of jute crop. The Banks Karachi and Lahore offices were

subsequently opened in December 1949. The National Bank of Pakistan came forward to

establish its offices in the Cotton growing areas and extended credit facilities liberally in orderto restore stability to the market. In 1951, the country was once again faced with a crisis in the

cotton trade when prices was crashed and touched the lowest level since independence

following the cessation of hostilities in Korea. The bank in collaboration with the cotton board

provided the necessary Credit facilities to the trade and the crisis was tided over. The nature

of responsibilities of the Bank is different and unique from other banks/financial institutions.

The Bank acts as the agent to the State Bank of Pakistan for handling Provincial/Federal

Government Receipts and Payments on their behalf. The Bank has also played an important

role in financing the countrys growing trade, which has expanded through the years as

diversification took place.

The National Bank of Pakistan has its headquarters in Karachi, Pakistan. The bank operates1249(2008) branches in Pakistan and 22(2008) overseas branches. Under a trust Deed, the

bank also provides services as trustee to National Investment Trust (NIT) including safe custody

of securities on behalf of NIT. The National Bank of Pakistan has assets worth Rupees

737976.44million on September 30, 2008.

The precise summary of National Bank of Pakistan regarding its countrywide and overseas

operations is as follows:

1949 National Bank of Pakistan (NBP) was established under the National Bank ofPakistan

Ordinance 1949 and was 100% govt.-owned. NBP acted as an agent of the Central Bank

wherever the State Bank did not have its own Branch. It also undertook Government Treasuryoperations. Its first branches were in jute growing areas in East Pakistan. Offices in Karachi and

Lahore followed.

1950 NBP established a branch in Jeddah, Saudi Arabia.

The Bank in 1950 had one subsidiary The Bank of Bahawalpur on December4, 1947 by the

former Bahawalpur State


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1955 by this time NBP had branches in London and Calcutta.

1957 NBP established a branch in Baghdad, Iraq.

1962 NBP established a branch in Dar-as-Salaam, Tanganyika.

1964 The Iraqi government nationalized NBP's Baghdad branch.

1965 The Indian government seized the Calcutta branch on the outbreak of hostilities between

India and Pakistan.

1967 The Tanzanian government nationalized the Dar-Es-Salaam branch.

1971 NBP acquired Bank of China's two branches, one in Karachi and one at Chittagong. At

separation of East Pakistan NBP lost its branches there. NBP merged with Eastern Mercantile

Bank and with Eastern Bank Corporation.

1974 The government of Pakistan nationalized NBP. As part of the concomitant consolidation

of the banking sector, NBP acquired Bank of Bahawalpur (est. 1947).

1977 NBP opened an offshore brain Cairo.

1994 NBP amalgamated Mehran Bank (est. 1991).

1997 NBP's branch in Ashgabat, Turkmenistan commenced operations.

2000 NBP opened a representative office in Almaty, Kazakhstan.

2001 State Bank of Pakistan and Bank of England agree to allow only 2 Pakistani banks to

operate in the UK. NBP and United Bank agreed to merge their operations to form Pakistan

International Bank, of which NBP would own 45% and United Bank 55%.

2003 NBP received permission to open a branch in Afghanistan.

2005 NBP closed its offshore branch in Cairo.


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Corporate Strategy of NBP

The corporate strategies of NBP are improved customer service, brand representing, and imagebuilding portraying positive image through media. Key components are print and electronic

media and campaign and media relations.

Corporate Vision

To be recognized as a leader and a brand synonymous with trust, highest standards of service

quality, international best practices and social responsibility.

Corporate Mission

Institutionalizing a merit and performance culture.

Creating a distinctive brand identity by providing the highest standards of services.

Adopting the best international management practices.

Maximizing stakeholders value.

Discharging our responsibility as a good corporate citizen of Pakistan and in countries

where we operate.

Resources

A very important asset of NBP is hard working and educated employees to doing work are

honesty and on time, these play a vital role of any successful organization.


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STRUCTURE, SYSTEM AND PROCESSAs we know that structure basically determines the composition of business so NBP has

different structure according to different department like Finance department has finance

structure, marketing department has marketing structure. They NBP have different structure

banks structure.

After the elimination of Pakistan Banking Council, each bank was put under the supervision of

an independent board of directors. Since the new organizational structure of the bank, National

Bank of Pakistan constitutes a board of directors and an executive committee as the governing

bodies. The Head office is operationally in charge of central affairs including the delegation of

powers and authority to 9 Regional Headquarters allover the country. These Regional

Headquarters direct the functions of the 40 Zonal Offices and 12 Corporate Branches. The Head

Office has 9 divisions that are further divided into wings.

Board of Directors nominates the members of the executive committee and executive

committee nominates divisional Heads.

The HRP processes of national bank of Pakistan are:

Interfacing with strategic planning and scanning the environment. Taking an inventory of the company's current human resources. Forecasting demand for human resources. Forecasting the supply of HR from within the organization and in the

external labor market.


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MARKET DRIVEN STRATEGY

The NBP is also following the market driven strategies in all our products and services,

especially in products which are launched recently, for example cash and gold, advance salary.

The development of a market-driven strategy is not a short term endeavor. A considerable

amount of effort is necessary to build a market-driven organizational culture and processes.

Becoming Market OrientedAs we know that a business become marketoriented if its culture is systematically and entirely

committed to the continuous creation of superior customer value.

The ministry of Finance creased to have jurisdiction over the NBP still hadto coordinate credit availability with the central annual plan.

Legislation directed state bank only to loans funds to enterprises thatmet self-financing criteria.

State bank were allowed to raise interest rates and accept time deposit. Government imposed an income (profits) tax on enterprises.

Customer focusNBP is building a strong customer focus and relationship based on integrity. Currently NBP is

focusing on small and medium enterprises for generating higher yields. National Bank of

Pakistan is today a progressive, efficient, and customerfocused institution. It has developed a

wide range of consumer products, to enhance business and cater to the different segments of

society. Some schemes have been specifically designed for the low to middle income segments

of the population. These include NBP Advance Salary, NBP Saiban, NBP Kisan Dost, NBP Cash n

Gold.

Competitors Intelligence

NBP launched any new services; they thoroughly study or analyze their competitors and

customer needs. Competitive Intelligence is information of a company's markets, which we

prepared for decision-making in determining the business opportunities, business contracts &

deals, pricing, typical deal structures, competitor's future plans, acquisition opportunities,

identifying potential channel partners, market penetration strategy.

Cross Functional Coordination

In NBP there is a boundary between their departments there is totally non-cross functional

coordination is there which a tool of national bank of Pakistan is. Peoples of finance

department only know about the financial work they dont knew about marketing department

issues etc.


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DISTRINCTIVE CAPABILITY

National Bank of Pakistan is at the forefront of international banking in Pakistan. The bank's

belief in its client's capabilities, and its commitment to the country.

Creating a distinctive brand identity by providing the highest standards ofservices.

Adopting the best international management practices. To create more and more stakeholders value. Increase our responsibility as a good corporate.

Classifying Capabilities

NBP analyze and surveyed what service has high needed which were introduced by our

competitors. National bank of Pakistan used need analysis techniques.

Creating Value For Customer

Customer Value

At NBP highly value our customers and in order to better assist our customers nbp have set up a

dedicated complains and inquiry cell. In case of any questions or inquiries pertaining to home

remittances and any department, we can be reached through mentioned The National Bank of

Pakistan (NBP) was granted a license to expand its operations in Saudi Arabia by the Saudi

Arabian Monetary Agency (SAMA). NBP dedicated and committed staffs to cater their valued

customers. NBP is constantly working to boost its services and expand its correspondent

network all over the world to achieve greater customer.


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Achieving Superior PerformanceMarket Sensing Capabilities

Honeywell Sensing and Control brings engineering expertise and capabilities that no other

company offers. Customers have different needs and different behavior to fulfill those needs.

as you know that development of an effective market sensing capability is not a simple task.

Various information sources must be identified and processes developed to collect and analyze

the information. In the past, the term "national bank" has been used synonymously with

"central bank", but it is no longer used in this sense today. Some central banks may have the

words "National Bank" in their name; conversely if a bank is named in this way, it is not

automatically considered a central bank.
http://en.wikipedia.org/wiki/Central_bankhttp://en.wikipedia.org/wiki/Central_bankhttp://en.wikipedia.org/wiki/Central_bankhttp://en.wikipedia.org/wiki/Central_bank


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Service Market Structure

Competitive Space

Competition in banking is intense and every bank whether it is Pakistani, and arrange them in

such a way which provides maximum space and convenient. It is the areas of business in which

a firm feels comfortable against competitive pressures, on the basis of its cost advantage

and/or technological leadership. The first step of competitive analysis is to think of an Industry

as an Arena means identify that who is your customer?? What is your product?? and how you

can implement new technology??

NBP gain its competitive space by finding their existing or potential customers,

(Govt./Business/Retail, Volume, Demographic, Geographical, Benefit & Psychographic) theyknew their products characteristics

MarketingDepartment

CustomerService

Department

Head of CSDepatment

JouniorOfficer

AgricultureDepartment

Head of Agri.Department

Grade 1Officer

Jouior Officer

Auto FinanceDepartment

Head of AutoFnance

Deptment

Jounior Oficer

ConsumerFinance

Department

Head ofConsumer

Finance


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Segmentation

NBP doe segmentation of behavioral bases because customers have different needs anddifferent behaviors to fulfill those needs. NBP have segmented the market in different layers

and for each layer/segment is a different product with different features.

National Bank of Pakistan segment in market as geographical demographic the size of the this

market is very wide as compares to other markets. So, in geographical segment of the NBP is

divide their segment as religion and cities atmosphere. The most of the population of Pakistan

is Muslim so it offer both Islamic banking and commercial banking for religious group it offer

Islamic banking free of interest rate and for secular group it offer the commercial banking In

demographic segment it divide the market into age income education occupation andnationality. And other is workings as a leader of the bank and performing the clearance

department functions

NBP is offer different product for different segment to target customer in demographic

segment. it is divide the market into age wise for example student 18-30 and retired or

pensioner 40-65 For student National Bank of Pakistan provide some special deposit account

NBP has also segment their market in occupation the target audience that are related to

agriculture provide them different kind of scheme Kissan Dost etc.

Target Market

They divided their markets are;

Labor Business persons Students

They usually target labor class and lived out of country to transfer money of our families to

fulfill their needs. They also targeted students into their colleges and universities because theysave money for study expenses.

NBP main focus is to encourage the people to serve the people. The goal is to reach a subset of

the population who may be interested in your particular product. This focus group of people is

your target market. The target market of NBP is given below which is based on


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Objective of the organization which it wants to achieve target market of nationl bank is

Customer having deposit Kissan Customer who wants to purchase vehicle All agriculture related Customer desires different loan School college and business industries Financial invertors Consumer having interested to purchase on leasing Religious group interested in Islamic Banking Group of people needs to get banking services such as utility bills collectorIn the term of targeting the market is used when that market is the target at which you aim

of all your marketing efforts. The markets you are trying to reach are people with common

characteristics that set them and apart as a group. There are two important factor to consider

when selecting a target market segment are the

Attractiveness of the Products Resources and capabilities

Market Positioning

Positioned as THE NATION BANK. In all over products they have positioned trust, affordability, convinced and hassle-free

services.

NBP is having a unique position in the mind of the people because of the good repute inthe market. In marketing, positioning has come to mean the process by which bank try

to create an image or develop the minds of their target market for its product, brand, ororganization. It is the 'relative competitive comparison' their product occupies in a given

market as perceived by the target market.

National Bank of Pakistan has strong positioning in the mind of their customer or targetmarket due to its product unique attribute characteristic feature and superior service.

Top management always tries to differentiate their product and service using different

Promotion scheme. To communicate their audience and create strong identity, smarter


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name, crisper new colors and fresh new look are an insight to our views on banking. The

aim to provide innovative financial solutions to customers, with the security of knowing

they are dealing with one of the strongest financial institutions in the country.

4Ps Of Marketing Of NBP

Product

A product is anything that can be offered to a market to satisfy a want or need and aservice is an act or performance that is essentially intangible and does not result in the

ownership of anything. What products or services have to be offered to the target

market depends on the market requirement and also the organizations profits. The

organization will offer those products and services, which result in maximum profits and

minimum costs.

A bank is an organization rather a financial institution that provides products such asdifferent types of deposits and services like foddering financing facilities to its

customers.

National Bank offers a diversified line of products and services to its customers. Theunique products and services offered by National Bank are as follow:

Consumer banking Corporate banking

Commercial banking NBP advance salary NBP cash card NBP cash & gold NBP Karobar NBP Kisan Dost NBP online banking NBP Saibaan SWIFT

Price

It is second important tool of marketing mix because it plays a major role in determining the

customers choice. Also it is the only marketing tool that results into revenue. The banks offer

advances to their clients by charging ascertain rate of mark up or interest. This mark up or


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interest charged is the price. The customer makes a comparison between the prices offered by

other financial institutions and National Bank and then selects the most suited offer.

Place

The location of the bank plays a vital role in making its operations profitable. If the bank is

located in some business center then it will be very easy for it to attract businesspeople as its

customers. Therefore NBP has most of its branches at places where it can reach its targets

customer easily.

Here is a list of the banks locations in Pakistan accordance to each province or territory;

Sindh: Dadu, Sanghar, Hyderabad, Jacobabad, Shikarpur, Karachi, Larkana, Mirpurkhas, Badin,

Nawabshah, Sukkur, Khairpur, Tharparkar.

Punjab: Bahawalpur, D.G. Khan, RYKhan, Faisalabad, Gujranwala, Sialkot, Narowal, Jhang,

Jhelum, Gujrat,Chakwal, Darya Khan , Bhakkar, Lahore, Multan,Murree, Attock, Gilgit,

Rawalpindi, Sahiwal, Sargodha,Sheikhupura.

NWFP: Abbottabad, Mansehra, Bannu, D.I. Khan,Kohat, Mingora, Mardan, Peshawar.

Baluchistan: Quetta

Azad Kashmir: Muzaffarabad, Mirpur.

Promotion

National Bank is actively participating in promotion of its products and services through

advertisement and other promotional schemes.

Initially, the bank focused on the upper class customers only and offered products for a limited

class of people. But now the strategy has been changed and the bank is now targeting the

middle market also. The products offered are of diverse nature to cater the needs of maximum

number of people.
http://en.wikipedia.org/wiki/Pakistanhttp://en.wikipedia.org/wiki/Sindhhttp://en.wikipedia.org/wiki/Sindhhttp://en.wikipedia.org/wiki/Sindhhttp://en.wikipedia.org/wiki/Punjab_%28Pakistan%29http://en.wikipedia.org/wiki/Punjab_%28Pakistan%29http://en.wikipedia.org/wiki/Punjab_%28Pakistan%29http://en.wikipedia.org/wiki/North_West_Frontier_Provincehttp://en.wikipedia.org/wiki/North_West_Frontier_Provincehttp://en.wikipedia.org/wiki/North_West_Frontier_Provincehttp://en.wikipedia.org/wiki/Baluchistanhttp://en.wikipedia.org/wiki/Baluchistanhttp://en.wikipedia.org/wiki/Quettahttp://en.wikipedia.org/wiki/Azad_Kashmirhttp://en.wikipedia.org/wiki/Azad_Kashmirhttp://en.wikipedia.org/wiki/Azad_Kashmirhttp://en.wikipedia.org/wiki/Azad_Kashmirhttp://en.wikipedia.org/wiki/Quettahttp://en.wikipedia.org/wiki/Baluchistanhttp://en.wikipedia.org/wiki/North_West_Frontier_Provincehttp://en.wikipedia.org/wiki/Punjab_%28Pakistan%29http://en.wikipedia.org/wiki/Sindhhttp://en.wikipedia.org/wiki/Pakistan


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RECOMMENDATION

There are some recommendations for improvement of National Bank of Pakistan.

Improve marketing research Introduction of Modern Forecasting Techniques. Supporting social intermediation Flexible Policies job security Permanent Hiring Job Training Programs Perquisites and Allowances Revival of the Charges Adoption of Effective technology Decentralize Decision making The process of a transaction should be short in order in save time for

both customers and the bank.

It is suggested that promotion be given to the staff in due time and onthe merit base.

The bank should renovation of the branches to improve environment andatmosphere to attract the customers.

Sitting arrangement, air conditioning and new furniture should befacilitated

The Bank should introduce the computers software to cope the heavyload of work and better control.

Extra counters should be established in order to facilitate during the rushdays the difficulties faced by the bank staff as well as the customers.

All Branches of the Bank must be online early.


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Procedure of receiving loans should be easy and short time to facilitatethe borrowers and enhance the profitability of the Bank.

Professional people should hire

Coordination between the employees Better Communication There is an immediate need to make a new recruitment policy Decentralization Delegation of Authority Enhanced Customers Services Latest reorganizing efforts are necessary to make modern banking

system.

The procedure of taking services from the bank must be made easier andstraight forward not involving long difficult procedure for simple task.

To remain in the market bank need to be vigilant in the eyes of customer.

Future strategic Implications

Capital has been accumulated and, equally important, it has becomemore productive the share of private investment in total investment

raised from very low levels in early 1990s to 57 per cent in 2010. The

stock of foreign direct investment within Poland accounted for only 17

per cent in 1990, but amounted to 38 per cent last year;

Poland has become outward oriented, seeking export markets whilebuilding up the domestic marketPolands exports/GDP ratio has

increased from 26 per cent to 45 per cent in 2011.

The country has built institutions that promote long-term growth. Forinstance, Polands strategy to develop the local capital markets, and a

more resilient financial system.


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REFRENCES

Name: Ali Ahmed Zaib

Company: National Bank of Pakistan

Division/Department: Corporate Communication &Board Management Division

Position: Senior Manager

Place of Interview: Head Office, Karachi

www.nbp.com www.google.com
http://www.nbp.com/http://www.nbp.com/http://www.google.com/http://www.google.com/http://www.google.com/http://www.nbp.com/


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QUESTIONNAIRE

STRATEGIC MARKETING

Respondents profile:

Name: -------------------------------------------------------------------------------

Company: ---------------------------------------------------------------------------

Division/Department: -------------------------- Position: -----------------------

Place of Interview: ------------------------------------------

Date: --------------------------------

Your kind inputs are needed to fill out this questionnaire. In advance, we extend our sincere

thanks for sharing your valuable time.

Please Note:Wherever necessary please check the appropriate box

Q.NO.1 Could you please provide the brief history of your organization including Parent

Country Company?

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Q.NO.2 a) Please tell us something about your Corporate Strategy and its key components.

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b) Please give your perspective on the currently implemented Corporate Strategy

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Q.NO.3 In order to have a high performance organization, these days it is imperative that

companies should follow Market-Driven Strategy. What is the scenario in your organization?

please explain

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Q.NO.4 With a view to have competitive advantage in the industry the company does Product-

Market Structure and competitive space analysis. Please tell us in this context what type of

analysis you undertake while designing the Market-Driven strategy?

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Q.NO.5 Segmentation is a key component in eventually creating value for customers. Could

you please tell us what techniques do you use? Please check the appropriate Box

5.1- Demographic basis

5.2- Psychographic basis

5.3- Behavioral basis

5.4 -Any other

Subsequentlyplease provide the elaboration on the checked technique(s).

Q.NO.6 Kindly tell us the business model and criteria you use while defining the Market-

Target for your Brand/Product

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Q.NO.7 Positioning of product is a crucial phase. Kindly tells us what methods do you exercise

in the process of positioning product/brand vis-a-vis competitors?

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Q.NO.8 Product Strategy include key activities among others: conceiving the product idea,

Product Development, and subsequently commercialization. Please give us your critical

perspective on these facets

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Q.NO.9 a) Pricing Strategy plays a focal role in positioning the product and creating value for

the customer. Please give your strategic details on pricing strategy currently being implemented


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b) Are you satisfied with the results of pricing strategy?

Yes No

In either case please provide the details

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Q.NO.10 a) In the current era companies are using multi-channels including net to reach to their

potential customers. Please provide your idea on the channel strategy especially designed to

support the positioning and Marketing Strategy

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b) Are you satisfied with the results so far achieved through this channel strategy?

Yes No

In either case, please provide the details

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Q.NO.11 a) In this contemporary age the MNCs are using non-traditional model of

implementations i.e. (Balance Score Card). Kindly tell us strategic situation in your organization

relative to strategy implementation

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b) Please tell us how are the results related to strategy implementation? Do give yourcomments

please

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Q.NO.12 a) Strategy evaluation and control is equally important activity. Please tell us what

mechanisms are in place to keep the strategy on the track. Please provide the detail

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b) Are you satisfied with the current mechanisms outcomes?

Yes No

In either case please provide the details

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Before we depart, we once again extend our sincere thanks for enlightening us

with your invaluable inputs and insights. Finally, if you have any

comments/observations which you think is critical for our assignment, please

provide the details.

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Interviewers:

1.____________________________________

2.____________________________________

Preston University Karachi Campus


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SWOT ANALYSIS

Strengths

Some other strengths of National Bank of Pakistan are following.

Functioning as an agent of State Bank of Pakistan Having Highest Assets and Capital in Pakistan Stable AAA/A-1+ (Tipple A/a-One Plus) rated bank Declared Worlds best Foreign Exchange bank in 2008 Pakistan by its overseas operations Highest Profitability bank of Pakistan Computerized networking: Focus on expending business worldwide: Organizational culture: Strategic top management:

Weaknesses

There is some of another weakness in the National Bank of Pakistan system.

Lack of computer network Lack of modern equipment Unsatisfactory corporate culture of the Bank Physical environment and atmosphere compare to other banks is not meet the

standard

Less number of Online Branches Shortage of staff- per employee customer is very high side Technical education and training of staff is insufficient Less Monitoring and control of branches Political interference in the recruitment system Uncertainly among the employees due to threat of downsizing Extremely burden on employees due to work pressure No coordination among the employees. The general out look an interior layout of branches are not as required according

to modern banking

Less numbers of ATM machine.


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Opportunities

Some other opportunities of National Bank of Pakistan are following.

Electronic banking Micro financing Political influence and instability Closing of all those branches which are burden on NPB Management to offer specialized services to major corporate Stronger and deeper relationships with existing and potential customers. Cross selling of other Union Bank Products. Sponsor it based projects Good will and better images Growth in the industrial sector. Starting of the retail banking initial working Committed employees due to payment of higher salaries. Government patronage To improve the motivation of staff

Threats

Political influence and instability Sick projects Lack of modern baking system Emergence of new competitors Political pressure by elected government Downsizing Customer complains SBP penalties due to low internal control. NBP staff code of ethics and practices. High number of complaints regarding staff behavior. Government, SBP and Prudential Rules and Regulations. High probability of competitive reaction Government Schemes, Government Revenue Collection, Government. Payments and FBR Collections create heavy workload. Foreign banks may increase marketing support and aggressive sales drive.

nbp final report(s.m) butt

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