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7/29/2019 Rupali Bank Final 2003
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A
PROJECT REPORT
ON
CAUSES OF LOW MARKET DEMAND OF RUPALI BANK LTD. AND MEASURES TO CHANGE THIS
SITUATION
SUBMITTED
TO
TARAFDER MD. MEHEDI AL- MASUD
SENIOR LECTURER
DEPARTMENT OF BUSINESS ADMINSTRATION
THE MILLENIUM UNIVERSITY, DHAKA.
SUBMITTED BY
RUPOM DAS -EMB00012
Rajib Das EMB0001
MObarak Hossain Chowdhury- EMB000
Washington Dey- EMB000 4
Al-Jobaier AhmedEMB0005
DEPARTMENT OF BUSINESS ADMINSTRATION
THE MILLENIUM UNIVERSITY, DHAKA
EMBA
DATE OF SUBMISSION- 26TH
JANUARY,2013
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Letter Of Submission
January, 2013
The Hon. Mr. Tarafder Mohammad Mehedi Al- Masud
Senior Lecturer
The Millenium University
Dhaka, Bangladesh.
Dear Sir,
We Take pleasure, in accordance the class project of Business Communication, submitting the class
project on the CAUSES OF LOW MARKET DEMAND OF RUPALI BANK LTD. AND MEASURES TO CHANGE
THIS SITUATION
Submitted by the EMBA students, 20th batch.
Yours sincerely,
RUPOM DAS -EMB00012
Rajib Das EMB0001
MObarak Hossain Chowdhury- EMB000
Washington Dey- EMB000 4
Al-Jobaier AhmedEMB0005
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ACKNOWLEDGEMENT
We take this opportunity to express my profound gratitude and deep regards to myguide ( Mr. Tarafder Mohammad Mehedi Al- Masud ) for his exemplary guidance,
monitoring and constant encouragement throughout the course of this report. The
blessing, help and guidance given by him time to time shall carry us a long way in the
journey of life on which we are about to embark.
We also take this opportunity to express a deep sense of gratitude to Mr. Abdul Halim,
FAVP, First Security Islami Bank, for his cordial support, valuable information and
guidance, which helped us in completing this task through various stages.
We are obliged to staff members of ( Rupali Bank Ltd. ), for the valuable information
provided by them in their respective fields. We are grateful for their cooperation
during the period of my assignment.
Lastly, we thank almighty, Our parents, and friends for their constant encouragement
without which this assignment would not be possible.
We, the Group members
Rupam Das.
Rajib Das.
Mobarak Ahmed Chowdhury.
WashingTon Dey
Al Jobaier Ahmed
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Dedication
We thanks to almighty, Our parents and friends for their constant encouragement
without which this assignment would not be possible.
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S/L
No.
Particular Page No.
1 Introduction
2 Company Profile
3 Objectives of the project
4 Marketing Mix of Rupali Bank
5 Research Methodology
6 Data Analysis & Findings
7 Suggestions
8 Conclusion
9 Scope
10 Bibliography
11 Questionnaires
12 Annexure
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Introduction
Creating high market demand of their own product is the main goal of an organization. An
organization without market demand of product/ service is as like as calling war without
defense. So , there is no doubt to say that, Causes Of low Market Demand And Measures To
Change The Situation is very important for any business organization and studying this course is
very essential for business related students. I have been assigned to make a report on the topic
Causes of low market demand ofRupali Bank Ltd. and measures to change the situation
The objective of the study is to explore and analyze how various measures to change low market
demand has played role in achieving the organizational success in Rupali Bank. But in preparing
the report we had to face different problems or limitations. Time was not sufficient to prepare a
fruitful report on such a topic, as the depth of the topic is so large. Moreover it was difficult to
study on the causes of low market demand of Rupali Bank Ltd. and measures to change the
situation in the organization as some required data and information were not delivered by the
management and where is we are employee of another bank. So, we had to do this besides job
of our own. But, we were enough cordial to do this work.
As methodology We have applied both primary and secondary sources to collect necessary data
and information. We took interview of different level of Management Stake holder, employee,
Customer of Dhaka city. We also studied the annual report and some other manuals to serve our
purpose of achieving data and information. Our effort would be successful if the report can
meet the expectation of our course teacher.
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CORPORATE PROFILE
Name of the company : Rupali Bank Limited
Chairman : Ahmed Al-Kabir, PhD.
Managing Director : M. FaridUddin
Company Secretary : Md. ShahjahanKhandaker
Legal Status : Public Limited Company
Genesis :
Rupali Bank Limited has been incorporated on 14
December 1986 under the Companies Act 1913 after
taking over and acquiring as a going concern the
undertaking and businesses of Rupali Bank with all of
its assets, liabilities, benefits, rights, powers,authorities, privileges, borrowings and obligations.
Rupali Bank, which initially emerged as a NationalizedCommercial Bank (NCB) under the Bangladesh Banks
(Nationalization) Order, 1972 (Presidents Order No.
26 of 1972), has now become a state-ownedcommercial bank (SCB) through a vendors agreement
dated 15 November 2007.
Date of Incorporation : 14 December 1986
Registered Office :34, Dilkusha Commercial Area, Dhaka-1000,
BangladeshAuthorized Capital : Tk. 700 Crore
Paid-up Capital : Tk. 125 Crore
Reserve & Retained
Earnings: Tk. 420 Crore
:
Credit Rating byCRAB(2009)
:
Long Term - BB3
Short Term-ST3
National Support- AAA
:
:Listing with DSE : 19-08-1987
Listing with CSE : 10-10-1995
:
Commencement ofTrading
with DSE & CSE: 23-12-1986
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:
VAT Registration : 9011039307
TIN Certificate : 177-200-0021/LTU/Dhaka
:
Auditors :
AHMAD & AKHTAR, Chartered Accountants,BCIC Bhaban (3rd Floor)
30-31 Dilkusha C/A, Dhaka-1000, Bangladesh.&
G. KIBRIA & CO., Chartered Accountants,
ShadharanBimaBhaban (6thFloor),24-25 Dilkusha C/A, Dhaka-1000, Bangladesh.
:
Legal Advisor :
S.M AtikurRahman, Barister-at-Law,
Suite- D (1st Floor), 105/A Kakrail Road,
Dhaka, Bangladesh.
:
Tax Consultant :
K.M HASAN & CO. Chartered Accountants,
Hometown Apartment (8th & 9th Floor),
87, New Eskarton Road, Dhaka-1000, Bangladesh.
:
Number of Employees : 4503
:
Number of Branches : 504
:
Number of SubsidiaryCompanies: 01 (Rupali Investment Limited)
:
Phone-PABX :
+88-02-9551624-25, +88-02-9551525,
+88-02-9551840, +88-02-9552184,+88-02-9552214, +88-02-9552746,
+88-02-955093-4
:
Fax : +88-02-9564148, +88-02-9552671
:
SWIFT BIC RUPBBDDH
Website www.rupalibank.org
E-mail [email protected], [email protected]
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OBJECTIVES OF THE PROJECT
The main objectives of the report were:
To find out causes of low market demand of Rupali Bank Ltd. And also study about the measures to change this situation.
Specific Objectives:
To increase awareness. Find out the cause of market fall of a bank.
This report also will give a idea about the banking situation and Condition
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Marketing Mix
Deposits:
SL No. Types of Deposit Interest
Rate perannum
1. Savings Deposit 4.50%
2. Short Notice Deposit 3.50%
3. Time Deposits
a) 3 months & above but less than 6 months
b) 6 months & above but less than 1 yearc) 1 year & above but less than 2 years
d) 2 years & above but less than 3 years
7.50%
7.75%8.00%
8.50%
4. Deposit From foreign Remitance 6.00%
5. Rupali Bank Deposit Pension-Scheme 2 6.50%
General Credit Line and Programme
Rupali Bank Ltd. extends credit facility to almost every sector of the country's economicactivities. Main focus of Rupali Bank Credit programme is on financing trade and commerce, business and
industry having productive purpose.
Credit facilities are also offered to international trade and business, export and import.
Credit Programme of the Bank also covers development of rural economic activities likeagriculture and livestock, dairy and poultry, fishing and hatchery etc.
Loan is provided to thrust sectors declared by the government at a concessional terms.
Lending programmes are operated as per guideline of Bangladesh Bank (the central bank of thecountry) through an effective lending policy and procedure of the Bank.
Lending policy of the Bank ensures quick processing, sanctioning and disbursement of loan in allviable sectors.
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Rupali Bank Ltd. provides prompt and excellent other Banking Services likeissuing
Demand Draft
Pay Order
Telegraphic Transfer
Mail Transfer
Call Deposit
Transfer of Fund on standing instruction arrangement
Computerized Banking Service
To modernize banking operation and ensureprompt services, major branches of the bankhave already been computerized. Other
important branches are in the process ofcomputerization.
Rural Credit program
Bangladesh is mainly a land of agriculture. A vast majority of our people live in the rural areas andtheir main source of income is agriculture and agro-business. To produce agricultural output, promoteagro-business, facilitate agro-based services, create and sustain employment opportunities, RupaliBank Ltd. is disbursing agricultural loan/rural credit through its 401 branches all over the country.
Sectors of FinancingRupali Bank Ltd. extends credit to the following rural sectors:
1. Fishery.
2. Livestock.3. Shrimp Culture.
4. Poverty Alleviation Programme.
5. Micro-credit.
6. Agricultural product processing and marketing.
Investment banking
Investment Portfolio::
Rupali Bank Ltd. presently roaming in the following areasof investment:.i) Bangladesh Government Securities/Bonds.ii) Treasury Bills.iii) Grameen Bank Bonds.
iv) Debentures of government and semi-governmentorganizations & Public Limited Companies.
v) Shares of listed companies.
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INDUSTRIAL FINANCING
In order to support the development of industrial sector of thecountry through active participation of private and directforeign investment, Rupali bank Ltd. has taken appropriateprogrammes as per Industrial Policy of the Government. Theloan portfolio of the Bank includes sizeable investment of fundtowards development of thrust industrial sectors like Textile,Jute, Leather, Leather goods, Frozen and semi cookedShrimps, Footwear, Knit Garments and other small andmedium enterprises.
Rupali Bank Ltd. is participating in joint venture finance andconsortium finance for setting up large-scale projects. The
Bank lays special emphasis on agro-based and IT relatedindustries.
Utility Services
Rupali Bank Ltd. offers some special services to customers in addition to its normal banking operation.Collection of various utility bills is one of them. Under this service, the Bank benefited Customer bycollecting their various utility bills like Telephone bill, Water & Sewerage bill, Electricity bill etc free of
charges.
Collection of Bills
1.Telephone bill of Bangladesh Telephone & Telegraph Board (BTTB).2.Water & Sewerage bill of
Water and Sewerage Authority (WASA).3.Electricity bill of Power Development Board (PDB), Rural
Electrification Board (REB) etc.
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RESEARCH METHODOLOGY
Marketing Research
Marketing research is the systematic design, collection, analysis and reporting of data and findings
relevant to a specific marketing situation facing the company .Market research is a research carried out
in a particular market. The study is done with a set objective may be for the reason to analyze consumer
for the introduction of new product, study of distribution channels or for that reason, any problem in
the field of marketing. The market research is complete only when proper analysis is carried out with
the help of relevant information and the solutions fulfilling the objectives is identified.
Important steps in market research are as follows:
1. Define the problem and research objectives.2. Developing the research plan.
a. Data source-primary and secondary data.b. Research approach
1. Observation2. Focus group3. Survey4. Experiments
c. Sampling plan
Sampling units Sample size Sampling procedure
d. Research Instruments*Questionnaire
* Interview
e. Contact methods
1. Telephone Interview
2. Personal Interview
f. Collect the information
g. Analyze the information
h. Present the findings
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Research Approaches:
There are five ways through which primary data can be collected .They are as follows:
1. Observation Research2. Focus Group Research3. Survey Research4. Behavioral Data5. Experimental Research
Out of these five methods, the survey research is selected as our research requirement descriptive
report.
Research Instruments
Out of the various instruments available for research, questionnaires are most frequently used.
A questionnaire consists of set of questions presented to respondents. Because of its flexibility,the questionnaire is by far the most common instruments used to collect primary data.
Questionnaire need to be carefully developed, tested and debugged before they are
administered on a large scale.
The questionnaires are designed by considering the conveniences of the respondents. Mostly
the objective types of question are planned.
Contact Methods
There are various ways of contacting such as Mail, Telephone, Personal or Online. Personal
contact method has been selected as it is descriptive type of research.
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Sample Plan
A sample design has a definite plan for obtaining a sample from a given population. It refers to
the technique or the procedure the researcher would adopt
in selecting items for the sample.
The sample design method used in this research is Non-Probability sampling. Non-Probability
sampling is done when one does not have a list of respondents to randomly select from, as in
probability sampling.
The method of non probability sampling used here is Convenience sampling. Convenience
sampling is generic term that covers a wide variety of ad hoc procedures for selectingrespondents. Convenience sampling means that the sampling units are accessible, convenient
and easy to measure, co-operative and articulate.
Data Collection
While deciding about the method of data collection to be used for the study researcher should
keep two things in mind via- Primary and Secondary.
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DATA ANALYSIS & FINDINGS
Market Share:
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Reasons for being market looser
0
0.5
1
1.5
2
2.5
3
3.5
4
0 0.5 1 1.5 2 2.5 3 3.5
Y-Values
Y-Values
40%
35%
15%
10%
Brand ImageMarketing Policy
and Credit
Facilities
Better Service Quality
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Awareness of General Customers about Rupali Bank Ltd.Awareness Status Number of Respondents
Yes 45No 55
Total 100
Without having enough advertisements in various Medias upon meeting a total number of 100 general
customers, it was found that 55% are not aware of Rupali Bank Ltd, and remaining 45% are aware of it.
Awareness of Share Holder about Rupali bank Ltd.
45%
55%
YesNo
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Number of
Responden
ts
Yes 75
No 25
Total 100
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SUGGESTIONS
In Bangladesh, there is an increase bank, as well as a great scope of export of fund. But the Rupali Bank
Ltd. is still in its infancy stage, which gives it a great scope for expansion, if proper advertisement,
promotion and awareness are created. Here my suggestions are provided for increasing marketdemand. These are given as below:-
PRODUCTS QUALITY UP-GRADATION:
As we know any product is sold on its quality in this competitive market. It was found in my survey that
end users, customers and shareholders comments were about Rupali Bank quality is moderate. But
moderate quality is not satisfactory in this competitive money market. So this is high time to take proper
initiative about quality up-gradation of Rupali Bank Ltd. by top management of the company.
ATTRACTIVE DIVIDENT STRUCTURE:Since share holder play an important role in money market and they are generally influenced on
attractive divident structure, so companys divident structure should be that much attractive to
customer as well as share holder. On the other hand Share holder, customers naturally look for good
dividend structure.
WELL STRUCTURED ONLINE FACILITIES:
Without having well structured ONLINE facility, no bank can provide its highest service to customer amd
share holders. as well as online charges and quick service to banking quickly and timely. So there should
be various online quick facilities need whenever it is required.
SKILLED MANPOWER:
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For achieving organizational goal within budgeted time, there are no alternatives but skilled human
resources. So company should be careful about it. Company should appoint qualified and experienced
manpower and they should be properly trained up.
The marketing executives should have enough knowledge about paints and they should have that much
ability to handle different types of Customers, share holder and stake holders.
PROPER ADVERTISEMENTS:
Proper advertisements help any product to be created a brand. Though Rupali Bank Ltd. has a great
brand image, but Rupali Bank has no advertisement. Thats why most of the general customers are not
aware of Rupali Bank . Proper advertisements should be given on T.V, Newspapers, Magazines, and
Shop Signboard mentioning all the features of the products for increasing awareness of Rupali Bank
Ltd.
REGULAR CUSTOMER AND SHARE HOLDER MEET:Companys marketing executives should be regularly sent to dealers and meet for fulfillment of
requirement of dealers timely. They should always keep in tough for timely supply information.
EXPANDTION OF MARKET IN ABROAD:
Todays global market is all over the world if company can maintain its product quality standardization.
There is a great scope for standard paints in various countries of world market. So company should take
proper initiative and expand its business to export its product by maintaining products standard.
TECHNICAL SERVICES:
Now a days customers want technical services from company. So company should have that much
skilled technician to support the customers effectively whenever it is asked by them.
ATTRACTIVE TOKEN MONEY FOR PAINTERS:
It was observed that normally Painters suggest purchasing any particular brand to end users or house
owners for attractive amount of token money and they play an important role and influence to
customers to choice a brand. So company should put attractive amount of token money for painters in
order to increase the sales.
LOW DISTANCE FROM FACTORY TO MARKETING OFFICE:
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It was observed that there is a long distance between production factory and marketing & sales office.
Thats why marketing and sales office doesnt get the required amount of products timely. So company
can establish a new plant or factory near by Dhaka marketing & sales office, or there should be always
sufficient stock at Dhaka office in store room and good communication facilities with factory to reduce
products receiving time from factory.
CHANNEL OF DISTRIBUTION:
Company should concentrate on its channel of distribution for supplying its product to each corner of
Bangladesh through various intermediaries like dealers, whole sellers and retailers. Company should
have proper plan for it and ensure their channel of distribution is effective to deliver its products timely
and quickly to each and every corner of Bangladesh.
QUICK AND TIMELY DELIVERY:
Todays world is so fast. So Company should ensure quick and timely delivery of its products to anycorner of Bangladesh whenever order is placed. It was found in my survey that presently there are a lot
of objections about late products delivery from dealers side.
MARKET SEGMENTATION:
It was observed that Rupali Bank Ltd. is running its business in small segment. So, Company should
concentrate on new markets and increase its market segmentation covering all over the Bangladesh.
MORE DISCOUNTS ON TARGET ACHIEVEMENT:
Company should tie up with big portion of customers all over the country and place them a target yearly
or monthly influencing by more discount or commission structure.
REWARD FOR MARKETING EXECUTIVES:
Marketing manager should fix a specific deposit target to each marketing executives. For the
achievement of sales target they should be rewarded by promotion, salary increase and various
incentives and gifts.
OFFER FOR CUSTOMERS:
Company can now and then offer various gifts against certain purchase of share which is so much
effective in increasing the market volume.
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VARIOUS GIFTS FOR CUSTOMERS:
Company should distribute various gifts like Umbrella, T- shirts, Wall watch, calender to customers by
organizing workshop or personal contact for building a good relation with them permanently.
GIFTS AND VISIT TOURS OFFER FOR SHARE HOLDER:
For pushing sales and giving more concentration on our brand company should declare various gifts and
visit tour to dealers against certain sale which is so effective in increasing the total sales volume and
market share.
PRODUCT BONUS:
Company can give more products bonus on which products sale is less and less product bonus on which
sale is high depending on market situation.
ATTRACTIVE SALARY STRUCTURE AND OTHER BENEFITS FOR
EMPLOYEES:
Employees job satisfaction can be obtained by attractive salary structure and other benefits w hich is
helpful to be devoted them into their daily works. So company should follow attractive salary structure
and other benefits to be devoted them in works according to their performance, skill and qualification.
PROMOTIONAL ACTIVITIES:
Various promotional activities likeVisit and Sales Call, Entry at Project Level- introductory letter, price
offer, sampling etc Merchandizing, Incentives, Bonus, Gifts, Campaign, Participation- tender, fair,
Advertisement, Publicity, Special Schemes, Seasonal Schemes, Family and Friends, Conference, Personal
Meeting, Target and Rewards should be followed by company now and then whenever and wherever it
is required.
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CONCLUSION
BANK has a very good potential in coming years. As there is an increase in share price of competitor
company, bank in Bangladesh as well as a great scope of collecting deposit from market. If more
awareness is created among customer and share holder about Rupali Bank Ltd. there will be a great
scope for Rupali Bank in money market.
From the survey it has been observed that , share holder purchases share for better rate . Today
customer wants everything in bank from quality to good .
Therefore the company should concentrate more on keeping quality, technical services, and the smooth
flow of profit.
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BIBLIOGRAPHY
Ruapli Bank Financial Reports
Stock exchange data
Web Sites : www.rupalibank.org
Reports 1. Annual Report of rupali Bank 2000-2012
QUESTIONNAIRES
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Questionnaires for Share Holder
What bank share do you purchasel most?a) Rupali b) janata c) First Security d) Prime e) National
f) Others (Please specify)................................................
Why do you Purchase this brand most?a) More Profit b) Better service c) Upper price d) Gifts and other benefits
e) More credit facility f) All of the above g) Others (Please specify)
Do you pursue Customers to purchase a particular brand?a) Always b) Occasionally c) Often d) Never
What brand do you push more?
(Please specify)................................................
Why do you push this brand more?a) More Profit b) Better service c) Lower price d) Gifts and other benefits
e) More credit facility f) All of the above g) Others (Please specify)
.....................................................
Do you purchase Rupali Bank Share ?
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a) Yes b) No
If yes, what things pursue you more to sell Rupali Bank ?a) Attractive profit b) Lower price c) Gifts and incentives
d) Credit facility e) Devident facilities f) Good relation with Customer and share
holder g) Others (please specify) .........................................................................
If no, why?a) Higher price b) Lower demand c) Lower profit d) Bad service
e) Lack of available Share f) low brand image
g) Others (please specify) .........................................................................................
What is your view about quality of Rupali Bank ?a) Very excellent b) Excellent c) Good d) Moderate e) Bad f) Very bad
How Navana can increase its market demand?a) Advertisement b) Upgrading Quality c) Promoting service d) Decreasingprice e) Providing more gifts and incentives
What type of value Rupali Bank should add to its products and services?a) Creating Demand b) Providing technical service to the customers
c) Establishing a self money market d) Establishing depot at division level
e) Increasing product line f) All of the above g) Others (please specify)
What type of Promotional activity Navana should take?a) TV advertisement b) Shop sign c) Banner d) customer or share holderworkshop e) Gifts and Incentives f) Campaign g)profit bonus h) All of
the above i) Others (please specify)
..........................................................................................................................................
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ANNEXURE
Dhaka Divisional
B.B. Avenue
Naya Paltan Corp.
Fakira Pool Bazar
Mailbag chowpara
Hat khola
Rampura
New Market
Malibag
Rajar Bag
Mugdha
Kaptan Bazar
Nowabpur Road
North south Road
Bangshal Road
Mog Bazar
Dhaka Ladies
Elephent Road
Hatir poll
Posto gola
Baira Bazar
Dhaka Cantonment Corp
Jhitka Bazar
Kushura
Mohammadpur
Mohammadpur Ladies
Mirpur
Moha khali
Manik gonj Shyamoly
Savar Cantonment
Savar Bus Stand
Saturia Tongi
Uttora Model Town
Tanbazar
Norshingdi
Munshigonj
Mirkadim
Bendopur
Lowhojong
Kanai Nagar
Babur Hat
Bhulta
b.b. Road
R.K.Das road0
Fotullah
Bangla Bazar
Bandura
Chawk bazaar
Gandaria