Posted: October 20th, 2022

Assessment Of Banking Industry Marketing Essay

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It is the prime Bank in country established in 1941 having a registered head office in Karachi. It was nationalized in 1974, but recently on 26th February 2004 it has been privatized by Government of Pakistan and is taken over by Aga Khan Fund for Economic Development (AKFED). They acquired 51 percent of shares of HBL.

It is one of the largest Banks of Pakistan with 1439 branches, having total assets of Rs. 1,139,554,000, 5 million total number of customers helping in generating Rs 13 million profit currently. HBL established operations in Pakistan in 1947 and moved its head office to Karachi. Our first international branch was established in Colombo, Sri Lanka in 1951 and Habib Bank Plaza was built in 1972 to commemorate the bank’s 25th Anniversary.

With a domestic market share of over 40%, HBL was nationalized in 1974 and it continued to dominate the commercial banking sector with a major market share in inward foreign remittances (55%) and loans to small industries, traders and farmers. International operations were expanded to include the USA, Singapore, Oman, Belgium, Seychelles and Maldives and the Netherlands.

Vision

Identifying and communicating a clear vision is one of the most important functions a business leader can perform. An organization must have a proper path way for future, and must know the big dream, for it to have a prosperous and profitable future, and everybody in the organization must accept and understand the vision, to ensure that employee and organization are well aligned. One can also say that visioning is the first step in strategic planning. 

HBL’s vision, as stated in the annual reports and website, is:

“Enabling people to advance with confidence and success”

It is worth noting in HBL’s vision, that it is circled around people, including their internal customers (employees), external customers (consumers) and stakeholders (owners, regulatory authorities, government agencies etc).

According to the dedicated managing force at HBL, “People are our most valuable assets, and not just consumers, but our employees as well, which is exactly why we have focus on our people, our vision circles around this particular asset.” HBL strives to equip its people with confidence, motivation to go ahead, and deliver success. This includes giving the right tools to its employees to serve the customers in the best way possible.

Service industry relies heavily on the people perspective; hence the extreme focus is quite understandable. Due to nature of the business, not giving attention to people is an inevitable death. HBL is right in its approach of keeping people at center, because people are the most important element of any service or experience. Services tend to be produced and consumed at the same moment, and aspects of the customer experience are altered to meet the individual needs of the person consuming it.

Mission

Mission statement of an organization defines the reason of existence of that organization. HBL’s mission statement, as stated in the annual reports and website, is:

“To make our customers prosper, our staff excel and create value for shareholders”

Unsurprisingly, mission statement clearly defines what the company wants to do, and why is it in the industry. HBL’s mission is not just to serve its customers and make profits, because that would be short term. HBL strives to have a long term relationship, when serving is not enough, prosperity is the key, which is impossible to achieve until and unless the internal customers (staff) is well equipped with tools (training, development, performance appraisal mechanism) to deliver success, and therefore excel in their jobs. The two components of prosperous customers and excelling staff lead to yet another long term objective, to create value for shareholders.

Characteristics of Mission Statement of HBL

The mission statement of a firm should ideally have the following characteristics, we evaluate HBL’s mission statement on whether it has these characteristics or not:

Characteristics of Mission Statement

HBL Mission Statement

Broad in scope

Yes

Less than 250 words

Yes

Inspiring

Yes

Reveal that a firm is socially responsible

No

Reveal that the firm is environmentally responsible

No

Include nine components of mission statement

No

Enduring

Yes

Assessment of HBL’s Mission Statement by its components

The mission statement of a firm should ideally have the following nine components, we evaluate HBL’s mission statement on whether it has these components or not:

Components of Mission Statement

HBL Mission Statement

Customer

Yes

Product

No

Market

No

Technology

No

Concern for survival, growth and profitability

Yes

Philosophy

Yes

Self-concept

No

Concern for public image

No

Concern for employees

Yes

SWOT Analysis

Strengths

Over 1500 branches nationwide

Largest number of loyal customers

Consumers trust in the bank

Knowledge, experience and consumers know how.

Branches in every city, town of Pakistan, allowing it to have the largest network

Long history of over 65 years of experience, high people trust and profitable operation

First private sector bank to have a AAA / A-1+ rating by JCR VIS credit rating agency of Pakistan

Profit of Rs. 73 billion in 2012

Diversified portfolio of over 20 products, catering to individual, corporate customers and Islamic banking services

Weaknesses

Staff needs to be updated about current technology, management and new ways of customer service.

The lack of proper infrastructure in small branches

The non-interest expenses of the bank increased by 19.8% due to the increase in all the expenses including the administrative expenses, provisions and other charges.

Bank image seems old and outdated, despite repeated modifications

Lack of proper customer feedback collection and taking corrective actions

Opportunities

New and improved products to serve customers better

Huge untapped market potential in consumer banking

Inclination of population towards banking instruments due to law and order situation. Carrying cash is not safe

Large international network which principally focuses on trade finance with Pakistan can be utilized to tap trade activities in other markets. In addition, services such as cross border / offshore financing for corporate customers can be enhanced.

Diversification towards Islamic Banking Services

Micro Finance to the formers and house hold Industry

Threats

Ever evolving technological advancements

Threat from foreign banks

The Law and order situation disturb the economic situation and hence the Banking Industry

Political and economic instability

Consolidation in the banking sector resulting in increased competition.

The higher discount rates offered by the SBP

Strategic Business Units’ Assessment

There are three SBU’s of HBL, consumer banking, corporate banking and Islamic banking. Following are the heads of SBUs, followed by the products of each SBU.

Individual Customers

Car, Home Loans

Credit, Debit Cards

Deposit Accounts

BancAssurance

Phone Banking

FastTransfer

Mutual Funds

Salary Plus

Business Customers

Corporate Banking

Commercial Banking

SME Banking

Global Treasury

Investment Banking

Cash Management

Zarai Banking

Asset Management

Islamic Banking

Deposit Accounts

Financing Products

        Murabaha

        Diminishing Musharaka

        Ijarah

Trade and Value added Services

Strategic Applications – Individual Customers

E:AYAZcreative workInspirexSBUmodel.png

The SBU Model above shows the strategies to apply, keeping in view the SBU’s competitive position and maturity of the industry in which the SBU operates. Consumer banking (individual customers) industry is in Maturity and the HBL’s division is in a Strong position.

The industry is mature due to the fact that almost all the products offered by competitors are homogenous, for example the credit card service of HBL is functionally same as the rest of the banks. Competitive position is strong because HBL has been around for many years, and that the bank was one of the first banks that the individual consumers started to use, the consumers therefore grew with HBL.

In this position, the ideal strategy to follow for HBL’s Individual Customers division is to Build on its strengths, and seek to attain even more business away from its competitors. The bank can build by following these strategies:

Grow with industry

Attain cost leadership

Differentiate

Defend position

Strategic Applications – Business Customers

E:AYAZcreative workInspirexSBUmodel.png

Business Customers industry is in Maturity and the HBL’s division is in a Favorable position.

The industry is mature due to the fact that almost all the products offered by competitors are homogenous. Competitive position is favorable because HBL has been around for many years, and that the bank was one of the first banks that the companies would have opted for when they companies began to keep one bank for all its operations. However, with the new banks coming in, and prestigious international ventures, HBL suffered the loss as companies migrated to other banks.

In this position, the ideal strategy to follow for HBL’s Individual Customers division is to Maintain its position in the industry, and seek to turn its weaknesses into opportunities. The bank can maintain by following strategies:

Attain cost leadership

Differentiate/renew

Develop niche

Turnaround

Strategic Applications – Islamic Banking

E:AYAZcreative workInspirexSBUmodel.png

Islamic Banking industry is in Growth and the HBL’s division is in a Tenable position.

The industry is mature due to the fact that Islamic banking, though a mature concept of banking, but its use and awareness is much less than that of conventional banking. Competitive position is tenable because HBL has always been known as a conventional bank, so having an Islamic division along with the conventional banking may be skeptical, because people believe that one cannot be involved in haraam and halal at the same time, so HBL’s Islamic banking may only be name change. HBL and all the conventional banks to launch an Islamic banking division face a very tough competition from banks that are only Islamic in nature, like Meezan Bank and Dubai Islamic Bank.

In this position, the ideal strategy to follow for HBL’s Individual Customers division is to Maintain its position in the industry and try to move towards a better competitive position, like Build. The bank can maintain by following these strategies:

Grow with the industry

Develop niche

Catch up, hang in

Turnaround

BCG Matrix – HBL

The products shown under each SBU are identified in the BCG matrix as follows:

Bank Assurance

Mutual Funds

Car, home loans

Islamic banking

Investment banking

SME banking

Deposit accounts

Credit, Debit CardsH:DownloadsBCG Matrix.jpg

Evaluating Allied Bank Limited

Introduction

The first bank to be established in Pakistan was Allied Bank. It was initially named Australasia Bank prior to indepence of Pakistan which as later renamed to Allied Bank of Pakistan in 1974. Moving through the passage of time, the owenership was given to Ibrahim Group in 2004 because of which it was later renamed Allied Bank Limited in 2005.

One of the significant factors in the performance of the bank is its continous adaptation to the changing business environment. Keeping in mind its long term and short term goals, Allied Bank faces opportunities and challenges that come along its way.

 Acquiring a sustained growth and respectable market share with the help of over 12000 employees has given it a standing of one of the largest banks in Pakistan. Allied Bank has achieved significant milestones which has lead to the following favorable statistics.

Profit (Rs. 10.1 billion)

Up by 23.3%

Deposits (Rs. 399.6 billion)

Up by 7.6%

Loans & Investments (Rs. 440.1 billion)

Up by 17.8%

Total Assets (Rs. 515.7 billion)

Up by 14.6%

EPS (Rs. 9.56)

Up by 11.79%

ROA (1.9%)

Up by 2.1%

Vision

Actual:

“To become a dynamic and efficient bank providing integrated solutions in order to be the first choice bank for the customers”

Proposed:

“To become a leading and efficient financial institution, providing integrated solutions in order to be the first choice of customers”

Mission

Mission statement of an organization defines the reason of existence of that organization.

Actual:

To provide value added services to our customers

To provide high tech innovative solutions to meet customers’ requirements

To create sustainable value through growth, efficiency and diversity for all stakeholders

To provide a challenging work environment and reward dedicated team members according to their abilities and performance

To play a proactive role in contributing towards the society

Allied Bank Limited believes in incorporating integrity in all facets of their business, excellence through their products and service, high performance by their dedicated work force backed by employee incentives catering to both intrinsic and extrinsic values and further growth in their industry through innovation techniques.

Proposed:

“We are committed to provide with efficient high tech innovative Financial Solutions to our customers in Pakistan and provide stakeholders sustainable value through growth, diversity and efficiency. We provide a challenging work environment and reward according to their abilities and performance and to play an effective role in contributing towards

the society.” 

Characteristics of Mission Statement of ABL

The mission statement of a firm should ideally have the following characteristics, we evaluate ABL’s mission statement on whether it has these characteristics or not:

Characteristics of Mission Statement

ABL Mission Statement

Broad in scope

Yes

Less than 250 words

Yes

Inspiring

Yes

Identify the utility of the firm’s product

No

Reveal that the firm is environmentally responsible

No

Include nine components of mission statement

No

Enduring

No

Reveal that the firm is socially responsible

Yes

Assessment of ABL’s Mission Statement by its components

The mission statement of a firm should ideally have the following nine components, we evaluate ABL’s mission statement on whether it has these components or not:

Components of Mission Statement

ABL Mission Statement

Customer

Yes

Product

No

Market

No

Technology

Yes

Concern for survival, growth and profitability

Yes

Philosophy

Yes

Self-concept

No

Concern for public image

Yes

Concern for employees

Yes

SWOT Analysis

Strengths

ABL has a strong foothold as the first Muslim Bank owned and managed by its employees.

The Pakistan Credit Rating Agency (PACRA) has upgraded long-term rating of Allied Bank Limited to “AA+” (Double A plus) [Previous Rating: “AA”].

The short-term rating of the bank is already at the highest level i.e. “A1+” (A One plus).

The bank’s fundamental strength lies in its strong lending capability, as well as providing a variety of financial services

ABL have wide area network all over Pakistan ensuring coverage through cash transactions and enhancing customer satisfaction

ABL ensures that employees are not financially stressed by providing reasonable salaries and compensation plans rooting dedication and devotion of the work force

ABL has highest number of ATMs, which increased to 601 in December, 2011 (14% of the industry

ABL covers 145+ cities whereby, making it the widest geographical coverage for ATM-based service amongst all the banks in Pakistan.

It has a completely online network of 830 branches. This accounts for 12% of the market share amongst the online branches in the country

Weaknesses

Lack of facilities at the bank that enables customer to kill time while waiting for their business to take place. These include television, newspapers, magazines etc.

ABL does not have a strong foothold in the advertisement section as compared to other banks in the industry which results in the inability to attract customers at the pace of the competition.

ABL needs to focus on developing their outlook that would generate the pull of customers towards the organization.

The non-interest expenses of the bank has peaked by 22.7%. This increase is due to all the expenses including the administrative expenses, provisions and other charges.

The has been an increase of 6% in cost of funding.

There has been a nosedive in earning assets to deposits ratio.

Less staff in branches which leads to a longer waiting period for customers resulting in dissatisfaction with the service provided.

Nonperforming loans to the government sector due to government influence on the bank.

Opportunities

The policies of the new government to uplift the economy and pursue financial sector reforms are expected to yield positive results in the banking industry of the country.

As a result of the different steps taken by the government regarding the betterment of the economy, small borrowers are attracted to get the financing and start small businesses.

ABL has an opportunity to attract the customers by giving them attractive schemes.

They have wide area network in all over the Pakistan. If ABL ensures the fast delivery of funds from abroad through online banking, it can cover the major market of Pakistan which is still being lead by Hundi.

Diversification towards Islamic Banking Services

Provide Privileged or Preference banking like MCB and UBL

Micro Finance to the formers and house hold Industry

SME Financing

Threats

The most crucial threat is the presence of government figures in the board of directors at ABL which in turn may exercise undue political influence over the activities of the bank.

The downfall of the country’s economy during the last decade has been significantly deteriorating the banking sector.

The ability of new private banks to accommodate the emerging technology in their system has had a negative effect on ABL that needs to get up to speed with the innovation techniques of the modern era.

Increase in the withholding tax by the government on transactions.

The higher discount rates offered by the SBP

The instability of law and order in the country negatively impacts the economy which furthermore deteriorates the banking industry thus initiating the domino effect.

Power shortage brutally hinders the performance of the industrial sector which effects ABL.

Tight monetary policy and high interest of 15% by the SBP reduce the interest of people to get expensive loans from Banks.

The high inflation rate due to deficit financing by the government is also a significant threat to ABL.

Strategic Business Units’ Assessment

Personal Banking

Everyday Accounts

Lifestyle Banking

Saving & Term Deposits

Credit & Debit Cards

Domestic Remittances

Bancassurance

E-Banking Services

Business Banking

Corporate & Investment Banking

Transaction & Business Accounts

Home Remittances to Pakistan

Saving & Term Deposits

Cash Management Solutions

Trade Services

SME Financing

Agriculture Financing

Services

Branches & ATMS

Extended Hour Banking

Safe Deposit Lockers

Utility Bills Payment   

Allied Phone Banking

Customer Support

Other Services

Strategic Applications – Personal Banking

E:AYAZcreative workInspirexSBUmodel.png

The SBU Model above shows the strategies to apply, keeping in view the SBU’s competitive position and maturity of the industry in which the SBU operates. Personal banking industry is in Maturity and the ABL’s division is in a Strong position.

The industry at present is in a mature state as the duration of personal banking has been long and the services offered under its umbrella are mostly homogenous. Currents accounts, credit cards, debit cards, saving and deposits are the areas that have been widely covered by the likes of MCB, HBL, NBP, UBL etc.

The competitive positioning of ABL is strong due to the cut throat competition of commercial bank leader HBL, and private bank leader MCB, along with NBP, and Standard Charter that are the major players in the game. Although ABL has been around for a long time, however growth has been steady and sustained. ABL is rated as the 5th largest bank in Pakistan in terms of asset base with a buying rating and target price of Rs. 80/share.

In this position, the ideal strategy to be followed by the Personal Banking Unit of ABL is the BUILD strategy. The organization needs to focus on its strong suits and build on them in order to eliminate the competition. The strategies to be opted for are:

Growth with industry

Attain Cost Leadership

Differentiate

Defend position

Differentiation can be achieved through the introduction of Islamic Sharia Banking whereas the position can be defended by enriching the consumer banking sector. ABL can efficiently use its network for Islamic and preference banking. Much of the rural economy can be tapped by introducing schemes like Micro financing.

Strategic Applications – Business Banking

E:AYAZcreative workInspirexSBUmodel.png

The SBU Model above shows the strategies to apply, keeping in view the SBU’s competitive position and maturity of the industry in which the SBU operates. Business banking industry is in Growth and the ABL’s division is in a Favorable position.

The industry at present is in it growth stage with new and innovative services being offered by numerous banks at present. The stage for milking this section like personal banking is not nearby. Due to the upgrading of rating from “AA” to “AA+” for long run and “A1+” for short term due to the continuous improvement and growth in the Corporate and Investment Banking and Treasury business of ABL, the bank at present holds a favorable position in the industry. This upgrading of rating by PACRA in 2012 highlights the Build strategy that ABL is working along the line with.

The bank should focus on the following strategies:

Growth with industry

Fast Growth

Attain Cost Leadership

Develop Niche

ABL should focus on introducing schemes that would benefit the urban sector thorough focus upon agriculture, farmer, tractor, small business and related segment. By opting for such schemes the fast growth strategy followed by growth with industry can be implemented. In order to develop niche ABL should introduce schemes like Solitaire by Faysal Bank focusing upon exclusive offerings, financial advice, and comprehensive menu of numerous banking services.

Strategic Applications – Services

E:AYAZcreative workInspirexSBUmodel.png

The Service unit of banking industry has been in action since the birth of the banking sector in Pakistan. However due to the technological advancements this century has witnessed and at present witnessing, the sector is in the Growth stage. ABL with it numerous offerings exceeding some of its competitors, stands at a Strong position at the moment.

With the introduction of afterhours banking, SMS banking, internet banking, ATM solutions, safe deposit lockers and Hajj services, ABL hold its ground with much strength and dexterity. In order to further its performance, following strategies can be put into action.

Fast growth

Attain Cost Leadership

Renew/Defend position

BCG Matrix – ABL

The products shown under each SBU are identified in the BCG matrix as follows:

Bancassurance

Service Innovation

Treasury business

Corporate & Investment Banking

Consumer Banking

H:DownloadsBCG Matrix.jpg

Evaluating Askari Bank Limited

Introduction

Askari Bank was established in 1992, and since 15 years, the growth and success arrangements have far expanded industry standards. Askari Bank have been able to offer one of the widest collections of products to customers through wide branch network all over the country.

The bank primarily deals with banking, as defined in the Banking Companies Ordinance, 1962. The Bank is listed on the Karachi, Lahore &Islamabad Stock Exchanges and its shares are presently the highest quoted from between the new private sector banks in Pakistan.

Askari Bank has extended into a countrywide presence of 150 branches, and an offshore banking Unit in Bahrain. A public network of over 1,100 online ATMs covering all major cities in Pakistan supports the delivery channels for customer service. The bank has an equity of Rs. 12.27 billion and total assets of Rs 182.17 billion recently. And approximately over 800,000 customers, serviced by the 6,808 employees.

To understand and evaluate the strategic business units of Askari bank we first have to develop a clear understanding about its vision and mission.

Vision Statement:

“To be the Bank of first choice in the region”

Askari Bank’s vision to be the Bank of first choice in the Region requires nonstop struggle for creation of business opportunities with improvement while keeping core values to meet promise to all stakeholders. The variety of products objective is to help different customer base that encompasses of corporates, SMEs, individual savers, households, and farmers. At the same time, Askari’s individuals are continuously involved in evaluating customer needs and market changing aspects to re-design products to achieve brand acknowledgement and competitive advantage. They are redesigning portfolio of businesses by investing in greater growth areas, spreading and evolving core competencies and moving out of weak and non-core segments. Technology has played a essential role in meeting consumer expectations, mainly with respect to speed and quality of service. Askari Bank has completely automated transaction-processing structures for back-office support. Askari Bank’s branch network is linked on-line real-time and customers have entree to off-site as well as on-site ATMs, all over Pakistan. Phone Banking Service, AskariTeleCare, and Internet Banking Facility permit customers to appreciate daily banking service from anywhere, anytime in the world. Askari Bank also founded an ecommerce project ( help with nursing paper writing from experts with MSN & DNP degrees) in Pakistan through a major retail distributor. Bank’s mobile ATMs are the first in Pakistan.

Mission Statements

The concept of mission has become increasingly fashionable in discussions of strategy. Indeed, some analysts go as far as asserting that a good mission statementcan provide an actual worthwhile alternative to the whole task of corporate planning. The definition of a firm’s strategic mission encapsulated in the mission statement can be thought of as the first stage of the strategy process .The mission statement of Askari Bank goes somewhat like this

“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 modern and progressive organizational culture of meritocracy, maintaining high ethical and professional standards, while providing enhanced value to all our stake-holders, and contributing to society”

Characteristics of Mission Statement Of ACBL

The mission statement of a firm should ideally have the following characteristics, we evaluate ACBL’s mission statement on whether it has these characteristics or not:

Characteristics of Mission Statement

HBL Mission Statement

Broad in scope

Yes

Less than 250 words

Yes

Inspiring

Yes

Reveal that a firm is socially responsible

Yes

Reveal that the firm is environmentally responsible

Yes

Include nine components of mission statement

No

Enduring

Yes

Assessment of ACBL’s Mission Statement by Its Components

The mission statement of a firm should ideally have the following nine components, we evaluate ACBL’s mission statement on whether it has these components or not:

Components of Mission Statement

HBL Mission Statement

Customer

Yes

Product

Yes

Market

Yes

Technology

Yes

Concern for survival, growth and profitability

Yes

Philosophy

No

Self-concept

Yes

Concern for public image

Yes

Concern for employees

Yes

Strengths

Grasps a comprehensive repute in the financial circle.

Tailored services of the staff to the customers.

Located in the commercial area, so that the customers have no difficulties in reaching to the bank.

Keeping the strong correspondent  associations with foreign banks

Provide a record business in exports sector

It has a reliable and easy to use internal computer system.

All the dealings and information regarding the customer’s deposits has been electronic. Currently, Unibank System is being practiced to serve this purpose. Now Askari Bank is decided to change the Unibank System.

ACBL has launched its Mobile ATM Bus Service, which is the Pakistan’s First Mobile ATM Bus Service. No other bank has taken initiative of mobile ATM Bus yet.

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