Internship Report On Bank Alfalah On Markeintg

Virtual University of Pakistan
Evaluation Sheet for Internship Report

Fall 2009
MKTI620: Internship report (Marketing)
Credit Hours: 6
Name of Student: ____Tayyab Zaffar ____
Evaluation Criteria Result
Report Writing Pass
Presentation & Viva Voce
Final Result
Student’s ID: ____ Bc050400762___
Supervisor: ____M. Mohsen Liaqat_______
Internship Report
For
Bank Alfalah
Submitted By:
TAYYAB ZAFFAR
BBA-05
Bc050400762
SWOT analysis must be conducted in broader business environment. You will be fur
ther evaluated on this in presentation.
Submitted To:
MKT620
Internship Coordinator
Submitted On: 05-02-2010
Virtual University of Pakistan,

Faisal Town Campus,
Lahore
Letter of Undertaking
Scan Copy of internship report
Dedicated to
Holly Prophet Muhammad [PBUH]
The Greatest Social Reformer
To
My Beloved
Parents
Who taught me
The first word to speak
The first alphabet to write
And
First, step to take.
And Dedicated to MY RESPECTABLE TEACHERS

Who are always remain in my heart
and are nearest, dearest and deepest
to me.
Acknowledgement
My primary thanks go to Almighty ALLAH, who strengthened me to complete this rep
ort successfully. Whatever I have achieved in my life is by His grace. I also th
ank Holy Prophet MUHAMMAD (PBUH), who is the best source of guidance and inspira
tion of all mankind.
I would like to thank my parents for their support in my academic career in Virt
ual University of Pakistan. Their hopes have always encouraged me to do my best.
In university, I will pay my thanks to all respectable teachers, whom I have gai
ned my best knowledge from. Especially I pay thanks to all employees Bank Alfala
h Staff’s; they assisted me to complete this report.
Executive Summary
In this report, I have covered the most leading bank which is “Bank Alfalah Limite
d”.
I thrash out brief introduction of organization’s business sector along with diffe
rent products and services, organizational structure along with department’s struc
ture, training phase, function of marketing department, Critical analysis relat
e to theoretical concepts different marketing products, market segmentation, tar
geting, positioning, brand equity, Operation Review, and SWOT Analysis. The main
focus in this report is on marketing functions along with strategies, critical
analysis such as segmentation, targeting, position, training program, operation
review, and SWOT analysis. The operation review includes Product Development, Op
erations and Trade Finance, Information Technology (IT), Quality Assurance, Risk
Management, Human Resource and in training program described introduction of al
l departments’ duties and detailed description of the department where I worked in
.
Over the last few years the economy of has performed remarkable well with the GD
P growing at an average rate of 2.4% in 2009 and in 2004 it reaches to 4%. The m
ajor sectors which contributed to this growth during the FY09 were Agriculture,
Manufacturing and Services. Substantial privatization reforms initiated in the b
anking and utility sectors have encouraged the local investors and attracted for
eign direct investment to the tune of USD 3.72 Billion. The home remittances hav
e increased to USD 4.53 Billion during the years. The rapid pace of growing duri
ng the recent years has been achieved deposit political uncertainly and deterior
ating law and order situation. Continuation of the uncertainly will have an adve
rse impact on the future growing in every sector and would impact the financial
sector as well.
During the year bank managed to maintain a satisfactory growth in volumes with o
ver 28% increase in import/export business where as deposit and advance decrease
d by over 7.3% and negative growth in pre-tax profit over the year.
The bank is operating with 283 branches and has plans to add a number of new bra
nches in the year of 2010 to 300. 48 of these branches are exclusively offering
Shariah Compliant product to the customers through Islamic Banking Division of B
AL.
The bank has started implementation of its new online core banking software auto
mating the business processes relating to Retailing Banking, Trade Finance, Corp
orate Finance, Customer Relationship Management (CRM), Consumer Finance and Elec
tronic Banking. During the past year the bank launched different Debit/ VISA Car
ds for its customers. The card is accepted globally at over 29 million VISA outl
ets for spending to avoid carrying of cash and Travelers Cheques. At present the
bank owns a network of 236 onsite ATMs.ATMs machines enabling customers and oth
er consumers to bank 24 hours a day. The bank also provides facilities provide f
acilities to the card holders with 24 hours funds transfer through the ATM.
The call centre which has with Toll Free Number and Universal Access Number is n
ow facilitating a large number of customers 24 hours a day. The 24 hours telepho
ne banking facility is functioning for our customers for the real time Balance E
nquiry, Instant Statement of Account and ATM/Debit Card related activities. The
Cheque Free banking also available for the customers to withdraw large amount of
cash through bank’s own point of sale terminals installed at our designated branc
hes. The bank has plans to add more delivery channels and applications to the ex
isting ones. The SWIFT online communication and message services for internation
al banking are available at all the branches dealing in Foreign Exchange busines
s.
The Pakistan Credit Rating Agency Limited (PACRA) has maintained bank’s credit rat
ing at “AA“ for the long term and “A1+” for the short term and “AA-” for the Term Finance C
rtificates reflecting bank’s well maintained risk profile with preserved sound ass
et quality.
Table of Contents
Letter of Undertaking 3
Scan Copy of internship report 4
Dedicated to 5
Acknowledgement 6
Executive Summary 7
Table of Contents 9
Overview of the organization 13
History of banking sector of Pakistan 13
Introduction of bank Alfalah 14
Islamic Banking 15
Corporate and investment banking 16
Key Objective of this division is: 16
Nature of the organization 17
Business Volume 19
Progress on date 19
Vision statement of Bank Alfalah 21
Mission Statement of bank Alfalah 21
Bank Alfalah Slogan 21
Key corporate value 22
Core value 22
Core objectives of Bank Alfalah 23
Brand personality 24
Staff 24
Relationships 24
Service quality 24
Service offer 25
Product lines and Brand portfolio of bank Alfalah 25
Deposit Products 25
Consumer Finance Products 29
Auto Leasing and Financing 29
Corporate & Individual Car Leasing 30
Credit Cards 30
Bank Alfalah Hilal Debit Card 30
Consumer durables 31
Home Finance 31
Alfalah Karobar Finance 32
Alfalah Zarie Sahulat 32
Structured Finance 32
Travelers Cheques 33
Money Gram 33
Online banking 33
Islamic Banking 33
Strategies of branding used by the organization 33
Product line strategies 34
Deposit Accounts at Bank Alfalah 34
Corporate Branding Strategy 34
List of Main Clients 35
Organizational structure 36
Board of directors 36
Board Audit Committee 37
Board Credit, Finance & HR Committee 37
Board Risk Management Committee 38
Central Management Committee 38
Chief Operating Officer 38
Chief Financial Officer 39
Auditors 39
Organizational Hierarchy: 40
Number of employees in the organization till 2008 42
Organization branch Chart 43
Number of employees in the organization (Branch) 44
Introduction of all Departments and there duties and responsibilities 44
Assistant manager/operation manager 46
IT Department 48
Head Cashier (Cash Department) 50
Remittances & Clearing and Account Department 52
Comments on the organization structure 54
Plan of my internship program 54
Overview of the branch 54
Starting and ending dates of internship 55
The departments in which I got training 55
Duration of training 55
Accounts opening 55
Individual Account 58
Sole-proprietor Accounts 58
Business man Accounts 58
Minor Account 59
Illiterate Person Account/ Photo Account 59
The Mask Women Account 59
Companies Accounts 60
Joint Accounts 60
Liquidator Account 60
Partnership Account 61
Trust Account 61
Closing an Accounts 62
Current Account 62
Other working responsibilities of accounts opening department 65
Remittances & Clearance department 66
CLEARING 66
INWARD CLEARING 66
OUTWARD CLEARING 66
ONLINE CLEARING 67
OUTWARD BILLS FOR COLLECTION (OBC) 67
TRANSFERS 67
INTERNAL TRANSFERS 67
ONLINE TRANSFERS 68
Remittances 68
PAY ORDER 68
Procedure for Transferring Money through Pay Order 68
DEMAND DRAFT 69
OUTWARD DD’S 69
INWARD DD’S 69
FOREIGN REMITTANCES 69
CASH TRANSFERS 70
Credits Department 70
Funded Credit Line Facility 70
Current Finance 71
Karobar Finance 71
Procedure for Milkiat Finance 71
Unfunded Credit Line Facility 71
Letter of Credits 72
Letter of Guarantees 72
Process for LC’s & LG’s 72
Types of Securities 73
Accounts 73
MAJOR ACTIVATES 73
MAINTAINING ACCOUNT OF CUSTOMERS 74
MONITORING & POSTING DAILY 74
FUNCTIhONS 74
Detail description/Conclusion of my work in different departments 76
Accounts 76
Remittances and Clearing 76
Credits 76
Accounts 77
Structure of marketing department 78
Number of employees in the marketing Department 78
Marketing operations 78
Function of market department 80
Marketing Strategies 80
Market Segmentation Strategies 80
Product planning and development 81
Positioning 81
Positioning strategies 82
Pricing Strategies 82
Strategy: 83
Distribution Decision: 83
Bank Credit Cards: 84
Promotional strategy 84
Strategy: 84
Promotion Decision: 85
Structure of sale department 85
Number of employees 86
Sales operations 86
Functions of the Sales department 86
Sales methodology 86
Types of selling 87
Sales return procedures 87
Customers Service department 87
Critical Analysis 89
SWOT analysis of the organization 90
Strengths 90
Weaknesses 90
Opportunities 91
Threats 91
Conclusion 91
Recommendation 92
References 92
Annexes 93
Figures and Tables
Figure 1 55
Figure 2 57
Table 1 18
Table 2 19
Table 3 26
Table 4 27
Table 5 27
Table 6 29
Overview of the organization

The organization where I do the internship is one of the best private Banks
in Pakistan that is the BANK ALFALAH PAKISTAN. The history of banking sector of
Pakistan is of great importance for me to be discussed first.
History of banking sector of Pakistan
Before the independence of Pakistan the role of Muslims towards bank
ing sector is negligible. And because of this there is no significance of this s
ector in Pakistan after independence. Before the independence of Pakistan, the B
ank of India was the central bank of Sub-continent that is Pakistan and India. I
n 1948 the British government dispersed the reserve of the central bank of subco
ntinent by ratio 30:70 between the two countries. And according to the required
agreement the Indian government had the liability to give the 30 percent reserve
to the new born baby. But they did not full fill there agreement to hand the re
quired reserve to the Islamic Republic of Pakistan.
.Thus the history of Banking system in Pakistan started with the establis
hment of the State Bank of Pakistan which was inaugurated by Quaid-e-Azam Mohamm
ad Ali Jinnah on 1st July, 1948. Consequently three banks were established which
include Muslim Commercial Bank Ltd. formed in September 1948 , Bank of Bhawalpu
r in October 1948 and National Bank of Pakistan in 1949. Habit Bank also transfe
rred its Head Office from Bombay to Karachi due to partition in August 1947. Aft
er that the banking industry flourished flourished and a new bank creates its se
tup in Pakistan to initiate its different industries.
The nationalization of banking and other seventy industrial sectors took place i
n 1972 by the order of Zulfiqar Ali Bhutoo. The reason behind of nationalization
is that there was not fair distribution of wealth among the nation and the agri
cultural sector which is the backbone of the country is totally ignore. After th
at with this reform the economy of the country is flourished and new industrial
units were setup in different part of the country. But some how the debts of the
banks increases and with this the government of Pakistan decides to privatized
it. So on January 1991 the commission setup for the privatization of Banks in Pa
kistan by the pressure of IMF and World Bank. After the privatization new banks
and other new financials institutions were setup in the country. One of them is
Bank Alfalah.
Introduction of bank Alfalah
Bank Alfalah Limited started its life as “Pakistan Operation” of Bank of
Credit and Commerce and International (BCCI), a multi-national conglomerate bas
e in Luxembourg and Grand Cayman. BCCI was the 7th largest bank in the world. Th
e estimated assets of BCCI were 20 billion dollars. The operations of the Bank w
ere in 70 different countries of the World. In July 1991, the Bank of England an
d International Liquidators accused BCCI of being involved in money laundering t
o the tune of 1.54 billion dollars.
When BCCI is banned, in 1992 the operations of this institution were acquired by
Habib Bank Ltd, and were run as a wholly owned subsidiary by the name of Habib
Credit & Exchange Bank (HCEB). So this subsidiary was carrying out its business
till July 1997.
In 1997 the ownership of HCEB was transfer to Abu Dubai Group holding stake of 7
0%. The Abu Dhabi Group comprises prominent members of the ruling family and lea
ding businessmen of UAE. Due to privatization the banks expand rapidly due to gr
eat investments by the Abu Dhabi Group and build a wide range of products and se
rvice portfolios for the bank.
The bank is engaged in commercial as well as Islamic banking and related service
s as defined in the Banking companies’ ordinance, 1962.The main head branch of Ban
k Alfalah is located in Karachi. The bank through its subsidiaries provides reta
il, commercial banking and corporate finance products and services in the Asia P
acific, Pakistan and the Middle East. It provides services such as lending loans
and accepting deposits, finance leasing, credit cards and money transfer servic
es. It also offers advances to business, trade, industry and agriculture. The ba
nk offers services through its network of 283 branches that includes 48 Islamic
and 7 foreign branches and 236 state of the art ATMs. It has Conventional Branch
es, Overseas Branches, Sales and Service Centers, ATM machines and Islamic Banki
ng Branches.
Islamic Banking
Bank Alfalah Limited has a strong commitment to Islamic Banking with objective
of operating “Shariah Based Banking” in the country. Bank Alfalah’s Islamic Banking D
ivision (BAL-IBD) started operations in 2003 and at its yearend reflected a mode
st capital base of Rs 100 million and deposits totaling Rs 113.7m. By following
yearend, BAL-IBD’s equity had risen more than 4 times to Rs 569m and the balance s
heet footing had swelled to Rs 7,799 million. Deposit size had grown from less t
han Rs 114m to over Rs 7,229 million.
Subsequently network of branches has increased to 48 in various city of the coun
try. Islamic Banking offers various Assents and liabilities products, which are
based on the principles of Shariah. The Bank strictly adheres to the essential a
nd model agreements for Islamic modes of financing approved by Sate Bank’s Shariah
Board. In addition, the day-to-day operations are monitor by Shariah Advisor. T
he Bank offers Deposit Product on Profit/ Loss sharing basis based on Musharakah
, Mudaraba.
The major products for financing are Murabaha, Salam, Ijarah, etc. In addition t
o these, other products are tailored in according with the requirement of the cu
stomers strictly based on Shariah principles. Therefore personal financial consu
ltancy service for Islamic Banking products are provided free of cost to our cus
tomers.
Public response to Islamic banking has been very encouraging which has further s
trengthened the faith and confidence in this sector and bank has further committ
ed to expand in this area.
Corporate and investment banking

The Bank entered into major industrial sectors such as, Petroleum & Crude Oil, T
elecom, Cement/ Construction, Automobile, Consumer Durable, Power & Services. Th
ey helped the Bank to diversify its portfolio from Textiles, which also remained
a focus through existing leading clients.
During the year under study, as per the long term commitment of the bank, invest
ment banking proposals from Independent power production, chemical & hospitality
sectors are being undertaken. This is part of the long term strategy to remain
committed with leading corporate customer. Moreover, the same customers are bein
g served through the corporate short term Financing & Retail banking divisions o
f the bank.
Meanwhile, Corporate & investment banking will continue to work under the same s
trategy towards the goal of achieving and consolidating strong Relationship Mana
gement. The Division will continue to add customer by offering upgraded and soph
isticated products. The objective will remain to satisfy customers in the area o
f Corporate Finance, Trade Finance, investment Banking and Liability Management.
The Division is expected to have solid base of sound and quality assets with de
cent return. The eventual objective will remain to strengthen relationships to d
evelop long term associations.
Key Objective of this division is:
• To develop relationship with Upper Tier Corporate Organization on a standalone b
asis offering a diversified range of products.
• Entering into various Investment Banking proposals with large institutions throu
gh syndicate financing and also maintaining independent relationship.
• Marketing strategy is worked purely on the concept of relationship management. L
arge Corporate customers are offered “One window operation”. Moreover, they have bee
n offered sophisticated products to not only improve yield on their investment b
ut also to hedge their risk.
Nature of the organization

As you know I had done the internship in Bank Alfalah. And as the name “Bank’ sug
gest that it gives finances related services to its customers. Bank Alfalah Limi
ted was incorporated on June 21st, 1992 as a public limited company under the Co
mpanies Ordinance 1984. Its banking operations commenced from November 1st, 1997
. The bank is engaged in commercial banking and related services as defined in t
he Banking companies ordinance, 1962. The Bank is currently operating through 28
3 branches in different cities, with the registered office at B.A.Building, I.I.
Chundrigar, Karachi.
Since its inception, as the new identity of H.C.E.B after the privatization in 1
997, the management of the bank has implemented strategies and policies to carve
a distinct position for the bank in the market place.
Strengthened with the banking of the Abu Dhabi Group and driven by the strategic
goals set out by its board of management, the Bank has invested in revolutionar
y technology to have an extensive range of products and services.
This facilitates our commitment to a culture of innovation and seeks out synergi
es with clients and service providers to ensure uninterrupted services to its cu
stomers. We perceive the requirements of our customers and match them with quali
ty products and service solutions. During the past five years, we have emerged a
s one of the foremost financial institution in the region endeavoring to meet th
e needs of tomorrow today.
The Bank engage in the following financial services giving to there customers/cl
ients
http://bankalfalah.com/about/historical_overview.asp
1. Trading and sales
It includes fixed income, equity, foreign exchanges, commodities, credit, fu
nding, own position securities, lending and borrowing, brokerage debt and prime
brokerage.
2. Retail Banking
It includes retail lending and deposits, banking services, trust and estates
, private lending and deposits, banking service, trust and estates investment ad
vice, merchant / commercial / corporate cards and private labels and retail.
3. Commercial banking
Commercial banking includes project finance, corporate finance, real estate, exp
ort finance, trade finance, factoring, leasing, lending, guarantees, bills of ex
change and deposits.
4. Corporate finance
Corporate banking includes services provided in connection with mergers and acqu
isition, underwriting, privatization, securitization, research, debts (governmen
t, high yield), equity, syndication, IPO and secondary private placements.
Also there are subsidiaries of Bank Alfalah and its percentage holding and these
are
1. Alfalah securities (Private) Limited 76%
Bank Alfalah Limited has the following associates and there percentage holding i
n these associates
Table 1
1. Warid Telecom (Private) Limited 8.76
%
2. Alfalah GHP Value Fund
15.06%
3. Wateen Telecom (Private) Limited 20%
4. Alfalah Insurance Limited
30%
5. Alfalah GHP Income Multiplier Fund 54.40%
6. Alfalah GHP Islamic Fund
66.56%
7. Alfalah GHP Investment Management Limited 40.22%
As from the above the Abu Dhabi group invested in financial institution having g
ood holding power on them. The six year financial growth of Bank Alfalah is as f
ollows
Table 2
Table of BAL Growth profile
(Rs,000)
Year 2003 2004 2005 2006 2007 2008
Investments 28904 35503 57416 56502 88492 75973
Advances 49216 88931 118864 149999 171199 192671
Deposits 76698 129715 222345 239509 273174 300733
Profit before taxation 3506 1654 2563 2566 4536 1795
Profit after taxation 2123 1092 1702 1763 33130 1301
Form the above table its have been shown that Bank Alfalah has committed to inve
st in different investment portfolios and earn from them from year 2003-2007 but
decrease in 2008 due to instability of the government. Also the deposits of the
BAL increases from
year to year which shows the commitment of Bank Alfalah to there customers. Also
from the table its Cleary shown that the profit of bank alfalah is tremendous e
specially in the year 2007 which amount to 33130000 Rs.
Business Volume
Recently growth in volumes with over 18.10% increase in export business
and in imports round to be 3.247% where as deposits and advance increased by ove
r 10% and a positive growth in pre-tax profit over the year 208-2007. The major
sectors which contributed to growth are Agriculture, Manufacturing, telecom and
Services side.
Progress on date
. Bank Alfalah Limited was incorporated on June 21st, 1992 as a public limited c
ompany under the Companies Ordinance 1984. Its banking operations commenced from
November 1st, 1997 with a paid up capital of of Rs. 13491.6 M. till year sep31
2009, the Bank has achieved sustained growth with a network of 239 branches acro
ss the country. The Equity stands at PKR 19457.8 M and Total Assets of PKR 22927
.8M were closed of Sep 30 year 2009. The strength and stand of Abu Dhabi Group,
principal owners of BAL, have helped Bank Alfalah Limited launch high quality co
nsumer and corporate banking operations in Pakistan. Bank Alfalah Limited have e
mbarked upon a rapid expansion program to make sure that the services reach more
and more people, BAL is headed towards an optimum sized network reaching major
urban centers in Pakistan.
The Bank is well positioned and geographically poised, to cater for increased bu
siness demands, from its existing and potential clientele.
The bank is not only making its contribution in accelerating Pakistan’s economy.
There are 283 Branches of Bank Alfalah Limited in 75 different cities of Pakista
n, with the registered office at B.A.Building, I.I.Chundrigar Karachi. With the
implementation of the office automation and communication system BAL will be poi
sed to compete with the best in quality and speed of customer services.
Charged with the strength of the Abu Dhabi based consortium, and under the leade
rship of Highness Sheikh Nahayan Mabarak Al-Nahayan, Minister of Education, Gove
rnment of Abu Dhabi, and a prominent member of Royal Family – the bank is energize
d with the vision, envisaging the development of consumer sector in Pakistan.
Bank Alfalah has emerged as one of the leading commercial banks in the financial
sector of Pakistan. Bank has made significant contribution in building and stre
ngthening both the corporate and retail banking in Pakistan.
Prioritizing its product portfolio in line with consumer needs and wants, the ba
nk is committed to develop products that give more value to its customer – be it a
simple bank
account or complex financing of a major project. Designing product portfolio in

response to customer’s preferences, bank’s products like Royal Profit, Royal Patriot
and Royal Custodial are prime examples of quality and innovation – providing time
ly banking opportunities to its customers. To continuously offer courteous, prof
essional and advanced banking solutions, bank’s team has recently been rejuvenated
by going through training programs with a focus on Information Technology. With
a team of talented, service-dedicated professional bankers, Bank Alfalah commit
s all its energies, resources and time to cater to all banking and financial nee
ds of customers
Vision statement of Bank Alfalah
To be the premier organization operating locally & internationality that provide
s the complete range of financial services to all segments under one roof.
Mission Statement of bank Alfalah
To develop & deliver the most innovative products, manage customer experience, d
eliver quality services that contributes to brand strength, establishes a compet
itive advantage and enhances profitability, thus providing value to the stakehol
ders of the bank.
Bank Alfalah Slogan

The carrying bank
Key corporate value
Core value
Integrity, Professionalism, Service Excellence, Social Responsibility, Marketin
g knowledge, Reasonable Returns, Diversification, Risk Management, other core va
lues are
• Extreme Customer Care/Focus
• Humility
• Courtesy and Respect
• Honesty, Integrity and Trust
• Commitment and Hard work
• Creativity, Innovation and Quality
• Justice and Fairness to all Stake-Holders
• Open, Honest and Direct Communication
• Provider of growth and equal opportunity
• Bank Alfalah is considered to be a very sound bank in the financial circles. A b
ank, where the customers can safely keep their money as long as they want. I am
pointing some of the major strengths of the bank.
• Bank is financially strong and has a huge deposit reserve
• Its cost of funds is less as compared to money of its competitors
• Highly professional human resource department
• Commitment of sponsors
• Efficiency
• Phenomenal growth
• Vastly experienced management
• Foreign trade is the focus of bank. it has become an ideal bank for the importer
s and exporters
• As for as Bank Alfalah Ltd is concerned, it is one of the top in all-domestic co
mmercial banks in Pakistan. The rapid increase in branch network shows the Bank’s
performance within seven years, which is worth considerable.
• This is the largest PCB (Privatized Commercial Bank) in terms of assets and equi
ty base. It provides a full range of commercial banking services with a focus on
short term & Long term lending. The investments further reinstate management ap
proach towards risk-asset management whereby only quality investments are booked
on the balance sheet.
Core objectives of Bank Alfalah

Objectives can be defined as specific results that an organization seeks to achi
eve in pursuing its basic mission. Objectives are essential for organizational s
uccess because they state direction; aid in evaluation; create synergy; reveal p
riorities; focus coordination; and provide a basis for effective planning, organ
izing, motivating, and controlling activities.
Bank Alfalah Limited objectives are as follows:-
• To create maximum economic value for share holders through a constant relationsh
ip focuses on financial services.
• Leveraging BAL Investments in the IT field.
• On going assessment of opportunities for customers, leading to the constant deve
lopment of new products and services
• To promote industrial, agricultural and socio economic processes through the act
ive participation of private and public sector in the country.
Brand personality
A sober and established, strong, empathic, professional Person; who is an extrem
ely loyal and dependable friend and business partner, and is committed to offeri
ng comprehensive value-based Business financial solutions.
Staff
Committed, motivated and professionally trained employees who are empathic to th
eir customer’s needs
Relationships
Build long term relationship with Customers. The bank recognize and give value t
o there customers’ needs above all, and strive to ensure their fulfillment. All cu
stomers are treated with professionalism and in a friendly manner. It is the ban
k endeavor to ensure that they receive efficient and timely service. The BAL exp
erience is unique one.
Service quality
Bank Alfalah is committed to delivering its products and service within the high
est service quality parameters. The Bank prides itself for the relentless pursui
t of excellence in all spheres of its activities.
The aim is to be recognized for consistently providing superior service quality
to the customers. The mission of bank itself clearly defines the parameters of t
his goal:
“To develop & deliver the most innovative products, manage customer experience, de
liver quality services that contributes to brand strength, establishes a competi
tive advantage and enhances profitability, thus providing value to the stakehold
ers of the bank. ”
Service excellence requires a special way of thinking, feeling and behaving towa
rds customers. It is a state of mind, an attitude and a way of seeing the world
that motivates our team members to give their best. It is in essence a service m
indset, exemplified in every member of Bank Alfalah family.
To achieve and maintain this mindset, the Bank has dedicated Service Quality dep
artment that is responsible to promote and implement our service mission at all
levels. A Service Quality structure has been implemented throughout the Bank wit
h dedicated staff assigned to each branch. Special attention is also being given
to the training of staff and regular’ service huddles’ are organized on a monthly b
asis to discuss service issue. Mystery shopping is being carried out nationwide
to analyze employee performance, transaction turn around time and overall percep
tion of Bank Alfalah experience.
A centralized complaint resolution department (Customer Care Unit) has also been
set-up to deal with all customer complaints and queries.
Service offer
• Full range of Corporate and Retail Banking services with special emphasis t
o provide quality and competitive services to SME.
• Highly professional and efficient treasury operations and a world wide network o
f correspondent. A complete range of products for Trade Finance, one of our core
banking activities.
• Funds transfer service through One-Line Banking and the Bank’s own ATM’s network, C
eque-Free banking and Bank Alfalah VISA Debit Card and wide range of value added
services.
• A wide range of attractive saving scheme to suit all segments of investment, con
sumer Finance Schemes and other Banking products catering to the needs of a vari
ety of customers.
Product lines and Brand portfolio of bank Alfalah

Bank Alfalah is one of the best private banks in Pakistan. They crea
te valuable products for there customers to meet there needs that they want. And
with this they create a wide range of there products and develop a great range
of portfolio. With this they attract more customers and investors to be part of
Bank Alfalah. The following are the products offer by bank Alfalah to serve ther
e customers
Deposit Products
Deposits accounts includes the following accounts offer by the ba
nk to its loyal customers
PLS Saving Accounts
Saving accounts are designed to mobilize savings primarily
from a large number of individuals and house hold. Any one or more individuals
or partners can open a PLS saving account with the Bank. These kind saving accou
nts are for those who have no alternate for there business like widows, retire o
fficers etc.
Current Account
Individual, partnerships, companies, associations, clubs, societies and NGOs are
eligible to open current accounts. This type of account is further classified a
s individual account and Joint Account.
Term Deposit
It is one of the popular account types. The amount is deposited in this account
for fixed time period i.e. from one month to five years. The interest is various
with the variation of time limitation. The rate of profits increases as per inc
rease in time period. The customer cannot withdraw money before maturity. The pr
ofit on this account is paid after the
maturity. But if a customer want to withdraw before maturity, so he will give a

notice to the bank 7 days before borrowing.
Royal Profit Savings Accounts

Royal profit is a high yield rupee account intended to provide higher rates of p
rofit to high net worth customers and greater flexibility and convenience in ter
ms of transactions. Current rates of profit are as follows:
Table 3
Amount Proposed Rates (P.A)
Balance up to Rs. 49999 5.00%
From Rs.50000 to 999999 5.00%
From 1000000 to 4999999 5.0%
From 5000000 and above Negotiable
Royal Patriot (Rupee Term Deposit)
Royal Patriot is a rupee term deposit scheme with competitive rate of profit
. Current rates of profit are as follows:
Table 4
Tenure 25,000-999,999 1,000,000-4,999,999 5,000,000 & Above
1 Month 3.00 % 3.10 % 3.50%
3 Month 3.50 % 3.60 % 3.70%
6 Months 4.00 % 4.10% 4.20%
1 Year 4.50 % 4.60 % 4.70%
2 Years 5.50% 5.60% 5.70%
Table 3.2 Royal Patriot Competitive Rates
KIFAYAT ACCOUNT
Kifayat account is another saving account product that can be opened with
a minimum balance requirement of Rs 10,000, with a maximum limit of Rs 1 million
. Profit is calculated on a monthly basis, while it is credited on quarterly bas
is. Bank Alfalah pays 7% pa interest on Kifayat Account.
MAHANA AMDAN ACCOUNT
Mahana Amdan account is Term Deposit Receipt (TDR) for three years that can be o
pened with a minimum balance requirement of Rs 100,000, with a maximum limit of
Rs 15 million. Profits are paid at 10% pa, credited on a monthly basis. Other fe
atures of this account include free personal accident insurance and automatic re
newal for another 3 years, after the expiry of original period. The following ar
e the details of this account
Table 5
Amount in Rupee Proposed Rates (P.A)
Three year term Deposits 10.0%
One year term deposits (deposits raised up to March 07, 2009 ) 13.50%
One year term deposits (deposits raised after March 07, 2009 ) 105.0%
Alfalah EDUCATION
Alfalah education is a one year TDR that can be purchased by people having schoo
l going children’s. A person can purchase a unit for Rs 100.000, with a maximum of
3 years. This TDR pays 7%, paid at maturity and gives an additional advantage o
f giving monthly school fee of the children’s if the breadwinner of the family die
s. The following are the details of this account
Foreign Currency Accounts

This Account is offered to resident and non-resident Pakistani’s as well as foreig
ners can open foreign currency accounts. A foreign currency account is opened ei
ther as savings account or current accounts. Foreign currency accounts are opene
d and maintained subject to local laws and regulations in force from time to tim
e. Profit on foreign currency saving account is paid on half-yearly basis and on
term deposit it is paid on maturity. No interest is paid on foreign currency cu
rrent accounts.
Safe Deposit Lockers

Bank Alfalah provides safe deposit lockers facilities to its customers for safe
keeping of their valuables like documents, securities and jewellery etc. Importa
nt features of lockers facility are as follows:
• Various sizes to choose from small to extra large: small, medium & large
• Annul locker rent ranges from Rs.1,000/- to Rs.3,500/-.
• Locker rent is waived for customers maintaining a minimum deposit of Rs.2 millio
n
• Locker rent is waived for customers maintaining a minimum deposit of Rs.2 millio
n in current account or above US $25,000/- in a current account or US $50,000/-
in a savings account.
• The key deposit of the Locker is Rs.1,000/- which is refundable
Table 6
Locker Size Charges per annum
Small Rs.1000/-
Medium Rs.1500/-
Large Rs.3000/-
Special Rs.3500/-
Consumer Finance Products

Consumer finance is a fast growing segment of banking business in Pakistan. Cred
it cards, car finance, personal loans, loans for purchasing household appliances
, computers and related accessories and housing financing are the principal cons
umer finance products.
Being a market oriented bank; Bank Alfalah also has a strong focus on consumer b
anking and consumer finance. A brief description of products is as follows:
Auto Leasing and Financing
Car Finance
Alfalah car scheme enables customers to own a car at easily affordable and flexi
ble installments with minimum down payment and insurance. Car Financing is one o
f the major renowned products of Bank AlFALAH and can be utilized in terms of Fi
nancing of Used Vehicles, Loan against Car, Balance Transfer Facility, Re-financ
ing
Facility (only for Alfalah Customers) and it is characterized in terms of:
1. Lowest Mark up
2. Lower Insurance
3. Quick Processing
4. Lower Down Payment
Corporate & Individual Car Leasing

BAL recently introduced car leasing facility for individuals and corporate secto
r has set new dimensions for the product. Now customers are provided with the op
tion of either to get the vehicle leased or financed
Credit Cards
Credit Cards are increasingly becoming way of life in Pakistan. Bank Alfalah (vi
sa) Credit Card product was launched in Dec, 2002. In a short period of time, it
has achieved an unprecedented success. BAL Credit Card is unique in the sense t
hat there is no cared issuance fee as it is free. Bank ALFLAH Visa Card is every
where and globally accepted and welcomed at locations displaying the VISA logo.
It is accepted at nearly 30 million merchants and 870,000 ATMs in more than 150
countries around the globe and over 10,000 establishments in Pakistan. Alfalah V
ISA pays for shopping, travel, entertainment, meals and much more.
And there are different credits cards for different customers. And these includ
e platinum, titanium, Gold& Silver, Supplementary Cards.
Card it is accepted at nearly 29 million locations in more than 150 countries a
round the globe and at over 27,000 establishments in Pakistan
Alfalah Titanium Card
Titanium MasterCard is your partner everywhere and is globally accepted and welc
omed at locations displaying the MasterCard logo.
Alfalah Gold & Silver Card
Alfalah Gold & Silver Card is a perfect card combination for all segments of sal
aried & professional individuals in the country.
Bank Alfalah Hilal Debit Card
Bank Alfalah through its commitment to provide superior and improved services to
its valued customers, has unveiled a nationwide network of ATMs. Bank Alfalah i
ntroduce Alfalah Hilal Card the revolutionary, new-age form of cash that provide
s greater freedom, security and convenience combined with the wide reach of Visa
Network. This card can be use for all financial needs around the world, round t
he clock, wherever; Visa electron cards are accepted locally and internationally
. It gives an unlimited access to the current/Saving account with a simple swipe
, at millions of retail shops or ATMs, worldwide. Bank Alfalah Limited ATM netwo
rk is geared up to exploit the latest technology, and is equipped to meet the hi
ghest standards of security and efficiency.
Consumer durables
Bank Alfalah continually strives to improve and add products to its consumer
banking service. BAL launched Micro-Financing of consumer durables on August 04
, 2003, which is yet another milestone towards its commitment of meeting all the
financial needs of esteemed customers. The scheme is basically a term finance f
acility repayable in monthly installments, giving customers an opportunity to ow
n housed products. In this way, this product is facilitating the customers and h
elping them out to improve their standard of living.
Home Finance
This product which was launched on September 01, 2003, provides
a wider range of Home Finance tailor-made plans, designed specially to meet cus
tomers’ need at a very competitive rate. At present, Bank Alfalah is the only Bank
in the market, which offers a house finance scheme for non-resident Pakistani c
ustomers based in the UAE besides Pakistani residents. Housing finance is availa
ble from Rs.0.500 million to Rs.7.50 million to purchase, renovate or construct
a house/apartment. Important points are as under:
Payment period ranges from 3 to 20 years.
Owner only invest 30% of the value of property.
Loan can be repaid before maturity without any penalty.
Borrower’s age must be between 25 to 65 years.
Salaried persons, businessmen and self-employed people are eligible.
Financing is also available for purchase of residential land.
Complete freedom to move between floating and fixed rates.
Financing available to resident & non-resident Pakistanis.
Minimum amount will be Rs.05.500 million & maximum of Rs.7.50 million.
Mark-up option available for floating & fixed rates.
Alfalah Karobar Finance

Alfalah Karobar Finance is a new Product of BAL, which is launched recently. It
is a hassle-free running finance facility for SME’s that meets all the business ne
eds like no other
Alfalah Zarie Sahulat
Bank Alfalah Ltd. (BAL) agri finance program has been named as "Bank Alfalah Zar
ie Sahulat”. Bank Alfalah is extending this service to the clients on a competitiv
e markup rate. The scheme now covers financing of a multitude of activities rela
ted to crop production, harvesting, transportation, marketing, storage, processi
ng, packing, export, agri development, working capital and fixed investment fina
ncing of agri non crop activities, storage, silos, etc. making it quite exhausti
ve and comprehensive. The products have been, therefore, designed keeping in min
d objectivity of practical applicability in market scenario and to cater to the
most commonly demanded items of agricultural financing by farmers.
Structured Finance
Structure finance division Established in 1998 in order to provide innovative in
vestment banking services to valued clients. A team of hand picked professionals
, dedicated to syndicated loans and structured products. The team’s expertise is w
ell known in the marketplace with its capability to assist public & private sect
or entities, major financial institutions, multinational corporations, domestic
& international institutional investors in innovative financing including underw
riting & private placements.
The scope of SFU’s activities also encompasses advisory assignments, such as priva
tization, Mergers & Acquisitions (M&As), domestic listings, IPOs and restructuri
ng. During the past few years, SFU has been successful in sourcing and participa
ting in a number of prestigious transactions involving large amounts.
Valued added service offer by bank alfalah SFU are as follows
• Loan syndication
• Public floatation of Term Finance Certificates (TFCs) and equity
• Financial restructuring
• Private placement of Term Finance Certificates (TFCs) and equity underwriting
• Guarantee syndications
• Mergers & Acquisitions (M&As)
• Fostering joint ventures
• Privatization – Sale side and buyers side advisory
• Structuring new financial instruments
Travelers Cheques
Bank Alfalah presents Rs.1,000, 5,000 and 10,000 denominations of travelers cheq
ues, making it very convenient to carry money while traveling or keeping your e
mergency cash safe.
Money Gram
Bank Alfalah limited, in collaboration with Money Gram, offers remittance servic
e to Pakistan. Money Gram is person to person money transfer service that allows
consumers to receive money in just a few minutes.
Online banking
Bank Alfalah now offers the facility of on-line banking to its customers through
its country wide network of branches. Customers can use the ATMs or the banking
counters of any branch for day-to-day banking needs, irrespective of branch whe
re they maintain their accounts.
For Corporate customers centralized Cash Management facility is also offered thr
ough on-line banking.
Islamic Banking
A separate division is a recently initiated, which operates as separate branch
. It offers Shariah Compliant products through a network of f branches nation wi
de Bank Alfalah Limited has a strong commitment to Islamic Banking with objectiv
e of operating “Shariah Based Banking” in the country. Bank Alfalah’s Islamic Banking
Division (BAL-IBD) started operations in 2003 and at its yearend reflected a mod
est capital base of Rs 100 million and deposits totaling Rs 113.7m. By following
yearend, BAL-IBD’s equity had risen more than 4 times to Rs 569m and the balance
sheet footing had swelled to Rs 7,799 million. Deposit size had grown from less
than Rs 114m to over Rs 7,229 million. It gives following products to its custom
ers
1. Alfalah Masharaka Homes
2. Murabaha Finance
3. Aflalah Car Ijarah
Strategies of branding used by the organization

Bank Alfalah has wide range of products for there customers. And for this they a
dopt different brand strategies to enhance there business in the market. And als
o strengthen the position of there brands in the country and worldwide. Now I di
scuss some strategies that I feel according to my mind.
Product line strategies
Bank Alfalah has use product line strategies for there business. In
product line strategy the products appear under the same brand name and possess
the same basic identity but with slightly different competencies for example
Deposit Accounts at Bank Alfalah
And these deposits accounts further have a line chain slightly different
from the one another according to there needs. And these are Current Account, PL
S Savings, Account Royal Profit, Basic Banking Account, Alfalah Kifayat Alfalah
Mahana Amdan Alfalah Education, Alfalah Kamyab Karobar.
Here the brand line comes under the deposit category but the different line exte
nsions cover complementary applications of essentially the same product
Advantages
Advantages of product line strategies therefore are economies of scale in a
dvertising and promotion and each new line extension strengthens the position of
the brand and therefore its image. The line helps defend the category from pred
atory attack. Hence, individual product brands can move across to line brands as
companies find ways of extending the brand to different consumer groups or segm
ents.
Corporate Branding Strategy

There are two approaches in the corporate brand strategy. These are as follows
• The first approach is to promote its name as the main brand name sometimes refer
red to as monolithic or umbrella branding. Here the product is not branded indiv
idually or as strongly as the corporate brand. Bank Alfalah using this approach.
The basic principle is that the companies believed that the company name is the
life of an enterprise.
• The second approach which is becoming popular whereby the product brand name has
a high profile but is endorsed by the parent company which gives the product a
stamp of quality and credibility. Here the product brand is self supporting in p
ractically every respect but retains the assurance of the corporate brand endors
ement. This type of corporate branding is also called house or endorsement brand
ing.
Bank Alfalah attain this strategy and develops Islamic Banking d
ivision and promote its subsidiaries and associates to move to there destiny wit
h the name of Bank Alfalah. And supports its different brands
List of Main Clients

• Warid Telecom (Private) Limited
• Wateen Telecom (Private) Limited
• Local business man
• Foreign investors
• Shell Oil Company
• Bank Alfalah own employees
List of main competitors
The major competitors of Bank Alfalah are
• Meezan Bank Ltd
• Faysal Bank
• MCB Bank Ltd
• Punjab Bank Ltd
• UBL
Organizational structure
The following is the structure of Bank Alfalah management in the organization
Board of directors
H.H. Sheikh Hamdan Bin Mubarak Al Nahayan Chai
rman of BAL
Mr. Abdulla Khalil Al Mutawa
Board of Director
Mr. Abdulla Nasser Hawaileel Al-Mansoori
Board of Director
Mr. Khalid Mana Saeed Al Otaiba
Board of Director
Mr. Ikram Ul-Majeed Sehgal
Board of Director
Mr. Nadeem Iqbal Sheikh
Board of Director
Mr. Sirajuddin Aziz
Chief Executive Officer
Board Audit Committee

Board of Director
Board of Director
Board of Director
Mr. M. Iqbal Saifi
Secretary
Board Credit, Finance & HR Committee

Board of Director
Board of Director
Board of Director
Mr. M. Iftikhar Shabbir
Secretary
Board Risk Management Committee

Board of Director
Board of Director
Mr. Ikram ul Majeed Sehgal
Board of Director
Mr. Haroon Khalid
Secretary
Central Management Committee

Mr. Sirajuddin Aziz
Chairman
Mr. Parvez A. Shahid
Co-Chairman
Mr. Shakil Sadiq
Member
Mr. Mohammad Yousuf
Member
Mr. Nadeemul Haq
Member
Mr. Bakhtiar Khawaja
Member
Mr. Adil Rashid
Member
Mr. Ijaz Farooq
Member
Mr. Arfa Waheed Malik
Member
Mr. Ashfaq A. Qureshi
Secretary
Chief Operating Officer

Mr. Shakil Sadiq
Chief Financial Officer

Mr. Zahid Ali H. Jamall
Auditors
A.F. Ferguson & Co.
Chartered Accountants
Organizational Hierarchy
Organizational Hierarchy:
It’s a general hierarchy of bank which is showing about the main authorities of Ba
nk Alfalah Limited who are controlling its management in Pakistan. Bank’s managem
ent is divided into different groups, regions and areas. Co-chairman is providi
ng supervision to group heads that are responsible for controlling the affairs o
f different groups. After group heads in the hierarchy, there are regional, hub
and area managers who are managing and guiding the working of different branche
s of bank. Now I show you the whole authorities in Flow chart wise.
Number of employees in the organization till 2008

7584
Organization branch Chart

Incumbent’s
Position Title
Names &Titles of Positions reporting
to Incumbent
Number of employees in the organization (Branch)

1. Mr. Zaffar Iqbal Acting AVP/Manager
2. Abdul Waheed Acting Manager Operation/Remittances& Clearing officer
3. Mr. Waseem Head Cashier
4. Mr. Ahmad Yar Ahmed Account opening officer
5. MR. Owais IT officer
6. Mr. Waheed Ahmad Accounts and Adm
in Head
7. Mr. Saqib SME credit offi
cer
8. Khasif Mustaq col
lection officer / CRM
9. Umaer Waheed DBM
S officer
These above are the officers and other than that there are 4 assistant of Head
Cashier and other 3 are the supporting of the bank including office boy etc
Introduction of all Departments and there duties and responsibilities
AVP Branch Manager
The following are the responsibilities, duties and work done by branch mang
er.
1. Position Summary
What is the main purpose of this position? Why does it exist? (e.g. to admi
nister client database; to create marketing Strategies; to provide administrativ
e support to department etc.)
Answer
Over all charge & control of the Branch Supervise work flow of the branch.
2. Principal Accountabilities
What are the major responsibilities of this position? List the What, How an
d Why of each responsibility and provide Examples, as necessary. Use specific ve
rbs of action, such as “files”, “manage”, “analyses”, etc.
Answer
1. Check out programs and planning to secure fresh deposit. Execute marketi
ng plans for promotion of banking services.
2. Call on existing & potential clients for promotion of new business.
3. Increase profitability of the branch by fresh advances and keeping contr
ol on the unnecessary expenses.
4. Ensures implementation of SBP regulations and Bank policy and procedures
.
5. Supervise timely submission of the periodical statements/reports to the
concerning quarters.
6. Supervise opening of new accounts and ensure strict compliance with the
guidelines instructions and measures relating to KYC & anti money laundering etc
.
7. Facilitates the work of and provide necessary information regarding SBP
record & internal Auditors and proper follow up.
8. Regulates discipline at the branch for smooth running of the work.
9. Supervise daily branch opening & closing.
10. Supervise safe cash handling in accordance with the bank’s policies and re
gulatory requirements.
11. Supervise all banking transactions according to manager level.
12. Test Keys handling and safe custody of credit documents.
13. Ensures safe custody of the banking record, security of the branch and a
uthorized of Fixed Assets of the bank.
14. Resolve staff problems and matters relating to their increments, promoti
ons, rotation and regulate leave program.
15. Ensures B.O.P is updated whenever there is any change.
16. Ensures periodical balancing is properly done.
17. Respond to E-mail enquires.
18. Ensures timely renewal of credit limits
19. Performs any other function assigned by the superior
20. Maintain Budget of the bank and take steps to maximize it
3. Critical Challenges:
What are the critical challenges of this position? (e.g. foster positive rel
ationships with external vendors, research & resolve complex requests for inform
ation in the absence of a higher authority, determine all systems specifications
and requirements and ensure that they fall within the approved standards and s
trategy).
Answer
Fully conversant with the bank’s policies, procedures mention in the bank policies
and regulation. SBP rules & regulations and manage to run the branch business a
ccordingly. To keep check on services those are provided to the clients and reso
lve their problems up to their satisfaction.
4. Unique Knowledge & Skills

What critical knowledge and competencies are needed to successfully perform
this position (e.g. word processing skills, Sales experience, demonstrated leade
rship, specific educational requirement or technical training, etc.)? How many y
ears of each needed?
Answer
Proper knowledge of banking and computer skills required to performs the t
ask efficiently.
5. Contacts
Who (internal/external) does this position interact with on a regular basis
to perform this role? How often and for what purpose?
Answer
Customers, G.M Office, COB, Auditors, Credit Deptt & Head of HR
6. Problem Solving & Decision Making
Describe the type of decisions made by this position on a regular basis.
Authorize A/C opening – Supervise Credit Proposals- Staff job problems and custome
r’s problems
b. What types of decisions are referred to the next level?
Answer
Beyond the authority if Manager.
Assistant manager/operation manager

The following are the responsibilities, duties and work done by Assistant m
anager/operation manager
1. Position Summary
What is the main purpose of this position? Why does it exist? (e.g. to administ
er client database; to create marketing Strategies; to provide administrative s
upport to department etc.)
Answer
Supervises and control the internal working of the branch in accordanc
e with the Bank Policies & SBP
Regulations and assist the manager to contact existing & new customers for busin
ess promotion.
What are the major responsibilities of this position? List the what, how and wh
y of each responsibility and provide examples, as necessary. Use specific verbs
of action, such as “files”, “manage”, “analyses”, etc.
Answer
1. Process requests for Account opening in the light of guidelines relating
to KYC.
2. Solves customer problems and ensures superior service all the time.
3. Ensures timely submission of various periodical statements to the concer
ned Dep’t.
4. Assists Branch Manager in monitoring of level of income and expenditure
within the branch budget and achieving other target. Reporting figures to higher
authorities.
5. Supervises timely closure of branch accounts.
6. Holds Test keys and branch cash safe’s 2nd keys.
7. Supervises daily cash requisition or deposit from/with Main Branch keepi
ng in view branch/ATM requirements.
8. Maintains due date diary of various reports/Statements.
9. Exercise supervision of banking transactions as per level assigned by th
e Manager.
10. Looks after Manager’s duties in his absence from office.
11. Put II signature on various vouchers and instruments.
12. Mobilizes deposits & Business.
13. Brief the staff about Bank’s Products – Services –campaigns.
14. Allocate assignments amongst available staff to balance load with the co
nsultation of Branch Manager.
15. Review stationery needs of the branch and arrange its procurement.
16. Prepares credit Proposals under the supervision of the Branch Manager fo
r onward submission to Authorities.
17. Arranges General Maintenance of branch premises and Fixed assets.
18. Purchases of various items to meet day to day need of the Branch.
19. Arrange necessary record for Audit purposes.
20. Performs any other Function assigned by the Branch Manager.
3. Critical Challenges
What are the critical challenges of this position? (e.g. foster positive relati
onships with external vendors, research & resolve complex requests for informat
ion in the absence of a higher authority, determine all systems specifications
and requirements and ensure that they fall within the approved standards and str
ategy).
Answer
My duties are to keeps the staff conversant with amendments in the Bank’s proc
edure and SBP rules and regulations to solve the problems of the clients. Keep t
he staff updated about new products introduced by the Bank.

this position (e.g. word processing skills, sales experience, demonstrated leade
ears of each needed?
Answer
Thorough knowledge of General Banking Law & Practices. Proper computer skill
5. Contacts
Who (internal/external) does this position interact with on a regular basis to p
erform this role? How often and for what purpose?
Answer
1. Internal: Customers, Branch Manager, G.M. Office, COB, Auditors.
2. External customers: Clients for maintaining of promoting new business. O
ther Banks officials.
1. Describe the type of decisions made by this position on a regular basis.
Opening of new accounts of all types.
Answer
Not within the jurisdiction of the incumbent.
IT Department
The following are the responsibilities, duties and work done IT Departme
nt
1. Position Summary
nister client database; to create marketing strategies; to provide administrati
ve support to department etc.)
Answer
Provide support to user following instances of system faults. Perform star
t of day routines and carry out end of day routines.
What are the major responsibilities of this position? List the What, How and Why
of each responsibility and provide examples, as necessary. Use specific verbs o
f action, such as “files”, “manage”, “analyses”, etc.
Answer
1. Provide trouble-shooting support to users in case of on line delays, hang
s-up and error messages.
2. Issue ATM cards following approvals by the Branch Manager.
3. Restrict access to IT facilities at the branch for authorized purposes o
nly.
4. Update on line Bank System including transfers to Smartbank, editing, cl
osing of host, and hand over files to COK.
5. Execute weekly and periodical backups of active files and transfer backu
ps to the IT Division
6. Use Net meeting facility to expedite removal of system faults.
7. Scan customers specimen signatures and update system
8. Raise requisitions for stationery.
9. Prepare the branch’s Daily position.
10. Retain log of instructions for file changes and system updates received
from the I.T. Division
11. Apply for CIB reports & submit reports to SBP.
12. Print periodical statements.
13. Perform any other functions assigned by the Branch Manager.
14. Updates and disburses salaries.
15. Arrange replenish the ATM as ATM officer along with cashier.
What are the critical challenges of this position? (E.g. foster positive rel
ationships with external vendors, research & resolve complex requests for inform
and requirements and ensure that they fall within the approved standards and st
rategy).
Answer
To provide I.T. support to the users at the branch level
ears of each are needed?
Answer
Need to be knowledgeable about basic hardware and software troubleshooting, s
tandard transaction processing and do-it-yourself trouble shooting routines by t
he functional superior
5. Contacts
Answer
External
1. System maintenance service providers.
2. Hardware maintenance support providers.
Internal
Branch Manager, Users at Branch, I.T. Div COK/HO

a. Describe the type of decisions made by this position on a regular basis.
On the spot solving problems of ATM user and clients availing on-line facilities
Answer
Could not be resolved by the incumbent
Head Cashier (Cash Department)

The following are the responsibilities, duties and work done by Cash Department
1. Position Summary
What is the main purpose of this position? Why does it exist? (e.g. to adminis
ter client database; to create marketing strategies; to provide administrative
support to department etc.)
Answer
Handles cash transactions with due courtesy to customers in the light of COK/SB
P instructions.
What are the major responsibilities of this position? List the What, How and W
hy of each responsibility and provide examples, as necessary. Use specific verbs
Answer
1. Supervises cheques for cash payment up to assigned level.
2. Receives and pay out cash on counter.
3. Collect utility bills of Lesco, Sui gas and Telephone.
4. Remit proceeds of Utility bills, and counterfoils on daily basis to conc
erned quarters.
5. Remains vigilant for forged currency noted presented for processing.
6. Prepare various reports on daily basis for inspections of SBP and intern
al auditors.
7. Refer dissatisfied customers to the Branch Manager for resolving their q
ueries & complaints.
8. Accommodate customers request for fresh currency notes.
9. Replenish the ATM at the branch.
10. Maintain queue discipline while extending due considerations to Ladies &
elderly.
11. Manage sorting of notes as per instructions of SBP.
12. Perform any other duty assigned by the branch manager.
What are the critical challenges of this position? (e.g. foster positive relat
ionships with external vendors, research & resolve complex requests for inform
and requirements and ensure that they fall within the approved standards and
strategy).
Answer
Offer services to customers courteously up to their satisfaction with in the fra
me work of Bank’s policies.
What critical knowledge and competencies are needed to successfully perform thi
s position (e.g. word processing skills, sales experience, demonstrated leadersh
ip, specific educational requirement or technical training, etc.)? How many year
s of each is needed?
Answer
Speedy service, customer management and detection suspicious documents and no
tes
5. Contacts
Who (internal/external) does this position interact with on a regular basis to
perform this role? How often and for what purpose?
Answer
External
Customers, SBP auditors and security service Provider.
Internal
Branch Manager, Customers and auditors.
a. Describe the type of decisions made by this position on a regular basis Pr
oper scrutiny of documents and notes
Answer
Remittances & Clearing and Account Department
The following are the responsibilities, duties and work done Remittances & Clear
ing and Account Department
1. Position Summary
nister client database; to create marketing strategies; to provide administrati
ve support to department etc.)
Answer
The incumbent handles Bills/Clearing/Remittances
What are the major responsibilities of this position? List the What, How and Wh
y of each responsibility and provide examples, as necessary. Use specific verbs
Answer
• Receives Local cheques instruments for collection and credit proceeds in the res
pective accounts.
• Receives outstation cheques and instruments for collection proceeds and credit i
n the/cs.
• Handles I/W,O/W clearing.
• Issue P.O./D.D./ T.T./CDR./Bankers Cheques and payment.
• Issue cheque books to the account holders, maintain their record and posting in
the system.
• Maintain daily voucher Register.
• Balance books of accounts periodically.
• Arrange Nadra verification of CNIC from Main Branch for opening of A/Cs.
• Makes necessary correspondence relating to own deptts.
• Indents/purchases stationery or branch use.
• Maintain Zakat Register and files.
• Process on line transactions.
• Custodians of stamps on hand.
• Custodian of security stationery.
• Checks batch posting.
• Supervise the transfer cheques and vouchers.
• Deduct monthly installments of consumer’s finances.
• Transfer E/Duty on monthly basis and maintains relevant record.
• Cheques daily extracts of BAL Account and On-Line transactions.
• Maintains specimen signature Books.
• Performs any other function assigned by the branch Manager.
What are the critical challenges of this position? (e.g. foster positive rel
ationships with external vendors, research & resolve complex requests for infor
mation in the absence of a higher authority, determine all systems specification
s and requirements and ensure that they fall within the approved standards an
d strategy).
Answer
Resolve Clients problems in complying with Bank’ Policy and Procedures, SBP
Rules and Regulations
ears of each is needed?
Answer
1. Thorough understandings of Bank’s Policies, procedure and SBP regulations
relating to the Job
2. Clear understanding of Bank Smart system
5. Contacts
External
Customers Clients
Internal
Branch Manager, Customers and auditors
a. Describe the type of decisions made by this position on a regular basis of
matters relating to General Banking
b. What types of decisi
ons are referred to the next level?
Answer
Comments on the organization structure

Bank Alfalah is a multi national company of Abu Dhabi Group. So its structure o
f communication of business is hierarchy in nature. Flow of communication upward
to downward. Individuals perform cross- functional work. Operational team perfo
rms different tasks with co-operation of branch manager. Before starting any ope
ration completed briefing from Operational manager on that task. Operational Man
ager is responsible for operational work and reporting back to the branch manage
r. So the task are divided according to there requirements in a good decentrali
ze manner. Every officer can do his work and manage that is easy for them and ta
ke steps to finish that task efficiently. There is a LAN intra management networ
k in the bank. And with this system they share there ideas with in the organizat
ion in the same hierarchy level with security.
Plan of my internship program
Overview of the branch
I did internship at the regional central area 2 Azam Cloth Market Branch of Ban
k Alfalah to Aug 08 to Sep18 2009. In that branch there isn’t any branch manager.
Operation manager Mr. Zaffar Iqbal was work as acting branch manger. The branch
is dealing with consumer banking and general banking and SME finance service giv
ing to there customers. The main customers of that branch are local business man
having business of different Cloths wearing. The management of the branch are v
ery friendly and take care of all kind of there customers well especially there
well known customers.
Starting and ending dates of internship

I stated internship program from 08th August 2009 and ending date 18t
h September 2009
The departments in which I got training
I completed internship training in different department such as
• Accounts opening
• Clearance and Remittances
• Credits
• Accounts
Duration of training
Department Duration
Accounts opening 2 Weeks
Remittances& Clearing 2 Weeks
Credits 1 Weeks
Accounts 1 Weeks
Description of Activities of the training department

Accounts opening
I work in this department for just only 2 weeks. In these two weeks I analyz
e the following activities doing by this department.
The main core objective of this department to opening an account and registered
it in the Bank Smart software of the bank
The following is the procedure of how to open an account in the bank Alfalah. Be
fore opening an account the applicant must have the reference for opening an acc
ount in the bank according to new circular from SBP.
Figure 1
There are different types of accounts and the officer knows how to open the part
icular type of account. The details of the different accounts and there requirem
ents are as follows
Basically there are two types of accounts and these are mention below
Figure 2
Before I discuss these accounts I first discuss categories of Accounts
Categories of Accounts
In categories of Accounts I only mention different kind of entities who o
pen there accounts according to there needs and wants. And these are as follows
1. Individual Account
2. Sole-proprietor Account
3. Business man Accounts
4. Minor Account
5. Illiterate Person Account
6. The Mask Women Account
7. Companies Account (Public & Private)
8. Joint Accounts
9. Liquidator Account
10. Partnership Account
11. Trust
The above are the entities that opens an accounts in the banks to meet there spe
cific needs. It depends on them that which type of accounts they open in the ban
k. Whether they open different current accounts or saving accounts
Now I discus the documents required for these entities to open an account in the
bank that really known to the officers
Individual Account
This is the individual entity who open an account in the bank
to meet there own specific or personal needs. These students, children etc. this
can open any type of account in the bank like current/ saving accounts accordin
g to there needs.
Documents required
• Reference to open an account
• NIC valid card
• Info of source of income required /for children there source of income is there
father
• Personal information required
Sole-proprietor Accounts
These are the entities to open accounts in the banks to meet there retail b
usiness needs. These include local small retail business man who control there w
hole function of business.
Documents required
• NIC valid card
• Info of source of income required (Address Pad and Stamp of there retail busine
ss )
Business man Accounts

These are the entities who open an accounts to meet there business needs. These
include merchants etc
Documents required
• NIC valid card
• Info of source of income required (Address Pad and Stamp of there retail busine
ss )
Other Supported documents require
• Letter of undertaking
• N.I.C verification by VERSAC Software
• KYC
• SSC (System Signature Card)
Minor Account
These are that entities/person whose age is below 18 and wants to opens an acco
unt in the bank. There Guardian sign there cheques on behalf of there minors
Documents required
• NIC valid card
father
• KYC
Illiterate Person Account/ Photo Account

These are those entities who don’ts know how to signature in the ch
eques or these entities/persons are illiterate persons. That person can’t widrawls
money from any other person
Documents required
• NIC valid card
father
• Left right thumbs stamp
• KYC
The Mask Women Account

These are those entities/females who wear black Bhurkha and don’t want ot
her to see there faces. For these entities female recruit staff is required to o
pen an account in the bank. Other wise this account can’t be open in the absence o
f female recruit in the bank
Companies Accounts
These are companies listed in the stock-Exchange institution of Pakist
an.
Documents Required
• Certificate of Incorporation
• Commencement of business
• Memorandum of Association
• Articles of Association
• Form 29
• List of Directors
• Commencement of business (For Public Companies )
• KYC
Joint Accounts
This account is develop for the two or more entities or persons who sha
ring there accounts and have equal power to hold that account.
Documents required
• NIC valid card of the number of persons who share there accounts
• Info of source of income required

• KYC
Liquidator Account
The account design for that particular person /entity in which the bankrupt co
mpany assign a liquidator and make an account I the bank so that they pay or tra
nsfer money to the debtors or affected peoples from the bankrupt company
Documents required
• NIC valid Card
• Letter issue from the court that the particular person is liquidator of the requ
ired company
• KYC
Partnership Account
This account design for those business man who are partner in the business th
at they run collectively.
Documents required
• NIC valid card of the number of persons who share there accounts
• Info of source of income required
• Partnership deed dully verified by notary public and signed by all the partners.
• Form–C in case of registered partnership. (Form –C contain the all information abou
the year when the firm is registered)
• KYC
Trust Account
This account is for non profit organization
Documents required
• Certified of trust deed.
• Certified Copy of by Laws.
• List of trustees duly certified.
• Certificate of registration.
• NICs of all the trustees.
• Resolution attested by company secretary resolving to open an account in BAL, Az
am Cloth market branch along with the signing instructions of Authorized signato
ries to operate account.
• This resolution must bear Trust Rubber Stamp, which must be signed by the trust
Secretary. .
• KYC
Closing an Accounts
The Bank Close an accounts by doing the following confirmation
The candidates apply for closing an account. Than this application transfer to t
he clearing department and if the clearing department clear the application than
the account is close.
If the balance is zero for more than 6 moths the bank give notice for 14 days. A
nd if there is no response from the account holder the account is closed by the
bank.
Now I discuss the current and saving accounts offer by bank alfalah to there cus
tomers
Current Account
Basic Current Account
Current Accounts are non interest bearing accounts that have a minimum account
opening requirement of Rs 10,000. No zakat is deducted on the accounts balance.
Furthermore all current account holders receive a Hilal debit card and there ar
e no restriction on the number of withdraws or deposits made to and from the acc
ount.
BASIC BANKING ACCOUNT (BBA)
Basic Banking Account was introduced by banks on an order by the State Bank of P
akistan and is current in nature. There is no minimum balance requirement for BB
A, however initial deposit must be Rs 1000. Maximum two withdrawals and deposits
are allowed by cheque, while there is no restriction on ATM withdrawals.
ALFALAH KAMYAB KAROBAR

Bank Alfalah presents Alfalah Kamyab Karobar (KK) - a structured, branded, tier-
based current account that caters to your banking needs & aspirations. This prod
uct will provide you the opportunity to enjoy free services alongside state of t
he art banking facilities, linked directly to the deposit balances in your KK ac
count. Alfalah KK Account can be opened with minimum deposit requirement of Rs 2
5,000, while the degree of free services will be dependent on the minimum thresh
olds of respective tier. Its will give you the power to choose from different ti
ers and avail banking facility from any of the Alfalah branches – PAN Pakistan. KK
Accounts have strategically been tailored into 3 different tiers, allowing you
to choose the allotted free service to your benefit. The three tiers are as foll
owing:
a. Silver
b. Gold
c. Platinum
The unique tier based structure ensures that you can avail smooth & cost efficie
nt facilities based on your current level of deposits i.e. Higher the deposit, h
igher the number of free services.
Some of the Salient features include (tier-based):
• Free Online Transactions
• Free SMS Debit Alert (Subject to availability)
• Free PO/DD
• Free Accidental Cover (Valid for up to two People)
• Free cash deposit across Pakistan
• Gold VISA debit/ATM Card with every account
Profit And lost Saving Accounts (Saving Accounts)

The following are the saving accounts of bank Alfalah.
Basic Saving Account
Profit& Loss saving accounts can be opened with a minimum balance requirement
of Rs 5,000 and profit is credited on a half yearly basis. There are no restrict
ions on the number of deposits and withdrawal made to and from the account and a
ll account holders receive a Hilal debit card as well. Profit and loss saving ac
count cannot be opened by a business corporation, however can be jointly opened
by individuals. Profits are paid at 5% on all account balances.
Royal profit account
Royal profit accounts are opened with a minimum balance requirement of Rs 50,000
. The basic aim of this account is that the higher the balance the higher the re
turn, as profit is credited on a monthly basis. The profit paid to account holde
rs is as follows:

Balance up to Rs. 49999 5.00%
From Rs.50000 to 999999 5.00%
From 1000000 to 4999999 5.0%
From 5000000 and above Negotiable
KIFAYAT ACCOUNT
Kifayat account is another saving account product that can be opened with a mini
mum balance requirement of Rs 10,000, with a maximum limit of Rs 1 million. Prof
it is calculated on a monthly basis, while it is credited on quarterly basis. Ba
nk Alfalah pays 7% pa interest on Kifayat Account.
MAHANA AMDAN ACCOUNT
Mahana Amdan account is Term Deposit Receipt (TDR) for three years that can be o
pened with a minimum balance requirement of Rs 100,000, with a maximum limit of
Rs 15 million. Profits are paid at 10% pa, credited on a monthly basis. Other fe
atures of this account include free personal accident insurance and automatic re
newal for another 3 years, after the expiry of original period. The following ar
e the details of this account
Three year term Deposits 10.0%
One year term deposits (deposits raised up to March 07, 2009 ) 13.50%
One year term deposits (deposits raised after March 07, 2009 ) 105.0%
Alfalah EDUCATION
Alfalah education is a one year TDR that can be purchased by people having schoo
l going children’s. A person can purchase a unit for Rs 100.000, with a maximum of
3 years. This TDR pays 7%, paid at maturity and gives an additional advantage o
f giving monthly school fee of the children’s if the breadwinner of the family die
s. The following are the details of this account
Other working responsibilities of accounts opening department

Have maintain and check all kind and update all kind of information regarding op
ening an account
• Have responsibilities to maintain a wide record of KYC’s
• Have responsibilities to inquire money laundering cases
• Check the activities of accounts balance that is there is activities of transfer
ring and forwarding of cash or not. And if there isn’t any activities for the six
months
• Collect different application forms regarding
1. Issuance of check books
When a new account is opened, the customer
receives a “Letter of Thanks” from the Head Office Karachi. This is the confirmation
and proof that the customer is holding an account in the BAL. When this letter
is showed in the account opening department they confirm the letter and then sen
ds request for the cheque to Head Office Karachi. The cheque book is received by
the respective branch with in 1-2 days outmost. When the customer comes in to c
ollect the cheque book he signs a letter that he/she has received the cheque boo
k at the Mentioned date. If the customer is old and needs a new cheque book the
process is almost the same. One thing is important to mention here is that when
the cheque book is received by the bank and the customer doesn’t comes to receive
the book within 90 DAYS or the account of the customer is closed due to any reas
on the cheque book is destroyed under the supervision of concerning authorities.
2. Inquiry of balance sheet

3. Stop payments
If a customer looses their cheque book, then t
hat customer will have to come to the bank and firstly report the loss and then
stop payment, by telling the series of cheque he has lost. By stopping payment,
the customer is guaranteed that no illegal payment is made from their account. T
he process for stopping payment, after the customer tells that he has lost is ch
eque book is that he fills a ‘Form B’, which is same as a cheque book requisition fo
rm and an indemnity form, stating no responsibility on behalf of the bank if any
illegal payment is made before the time of announcing a cheque book lost. As pa
rt of my internship, I was to assist a customer towards the whole process of sto
pping payment.
4. Closing of an accounts etc
5. Hold mail facilities
Upon written request of the customer, the bank ma
y in its sole discretion provides a (hold mail facility) where by the bank shall
retain for periodic collection by the customer, or his duly authorized agent, a
ll communications and statements of the account relating to the customers accoun
t. The customer hereby waives his rights to question any detail appearing in the
hold mail communication or statement of account irrespective of their actual re
ceipt.The customer accepts all risks and responsibilities in this regard.
• Maintain good relation with the customers
• Maintain old records
• Maintain Statement of Accounts
Remittances & Clearance department

First I discuss the Clearance function of the combine department
CLEARING
The clearing department is responsible for the clearing of all cheques that the
bank receives daily and the different types of clearing cheques that come in the
bank are:
• Inward clearing
• Outward clearing
• Online clearing
• Outward Bills for Collection
INWARD CLEARING
Inward clearing takes place when a Bank Alfalah Azam Cloth Market account holder
draw’s a cheque in favor of a Non- Bank Alfalah account holder. The process for i
nward clearing is as follows:
1. Cheques are received by the operations department from NIFT
2. The bank officer verifies all particulars from the instruments and the system
for sufficient balance etc. If any fault is found, then the officer will mark t
he cheques as a return, stating the reasons with them.
3. If no fault is found, then the officer will post these cheques in the system
by debiting the customer account.
4. The particular of the returned cheques are entered in the ‘O/W return of inward
clearing’ register and returned to NIFT.
OUTWARD CLEARING
Cheques drawn by Non-Bank Alfalah customers in favor of Bank Alfalah Azam Cloth
Market customer and deposited at Azam Cloth Market Branch are known as outward c
learing cheques. The process for outward clearing is as follows:
1. Cheques are received by the operations department of Bank Alfalah Azam Cloth
Market
2. The customer in favor of whom the cheque is drawn is credited
3. Clearing stamps are affixed on the cheque and sent to the other bank via NIFT
.
If any cheque returns the next days as a returned, the posted entries are revers
ed and the cheque is returned to the customer who presented it and is recorded i
n the cheque return register.
ONLINE CLEARING
Online clearing takes place when a cheque is drawn by a Non-Bank Alfalah custome
r in favor of a Bank Alfalah customer but is deposited at Bank Alfalah Azam Clot
h Market. The person, who had drawn this cheque, however should have an account
in the Islamabad/Rawalpindi area. The process for online clearing is as follows:
1. The cheque is sent as an outward clearing via NIFT
2. When the cheque is cleared, it is credited to the Bank Alfalah account via th
e online transfer software.
OUTWARD BILLS FOR COLLECTION (OBC)
There are some cheques that are drawn by a Non Bank Alfalah Account that is outs
ide the twin city area in favor of Bank Alfalah Azam Cloth Market account holder
s and thus are treated as OBC’s. The process for clearing of the OBC’s is as follows
:
1. Cheques received by Bank Alfalah Azam Cloth Market
2. The officer affixes the OBC stamp on the cheques and writes its individu
al number from the OBC register.
3. Entries of all OBC cheques are written in an OBC register.
4. An OBC letter is printed, which shows the cheque numbers, the branch dra
wn on and amount.
5. Original Cheques are attached to these letters and sent to the main Bank
Alfalah branch in that area by courier
6. When that area branch clears the amount from the Non-Bank Alfalah branch
, it sends an Inter Branch Credit Advice (IBCA) to Bank Alfalah Azam Cloth Marke
t and the officer at the branch credits the customer account with that amount
TRANSFERS
Transfers are conducted by Bank Alfalah Azam Cloth Market Branch, using its soft
ware ‘Bank Smart’. There are two types of transfers:
1. Internal Transfers
2. Online Transfers
INTERNAL TRANSFERS
Internal transfers take place when a Bank Alfalah Azam Cloth Market account hold
er draws a cheque in favor of another Bank Alfalah Azam Cloth Market account hol
der. The process for internal transfer is as follows:
1. Officer of the bank receives the cheque and determine if the cheque is an int
ernal transfer by looking at the branch code, if they are same then it is an int
ernal transfer
2. The officer will post entries by credit the account in favor of whom the cheq
ue was drawn and debit the account that drew it in the banks software.
3. The cheque will be sent for supervision to the operations manager for authent
ication of the entries
4. When supervised, the cheque will be affixed with the official stamps and kept
with the bank.
ONLINE TRANSFERS
All those transfers that take place when a Bank Alfalah account holder draws a c
heque in favor of a Bank Alfalah Azam Cloth Market account holders are known as
online transfers. The process for online transfer is as follows:
1. The bank officer collects the cheque from the depositors.
2. Verify if the accounts are online and need to be transferred online
3. Posts entries by debiting the account of the cheque, while crediting the acco
unt on the slip attached with the cheque.
4. Sends the cheque for supervision to the operations manager
5. When supervised, the cheque will be affixed with the official stamps and kept
with the bank.
Remittances
There are two main types of instruments that are used to transfer money, which a
re as follows:
• Pay order: Used to transfer money within the city
• Demand Draft: Used to transfer money outside the city
PAY ORDER
Pay orders are made to transfer money within the city and this is a safe way to
transfer money as the person who makes the transfer through pay order pays in ad
vance. The procedure that is carried out in transferring money through pay order
is as follows:
Procedure for Transferring Money through Pay Order
The customer will come to the bank and fill in the pay order application, giving
in the details to which account the money is being transferred, the amount etc
and attach a cheque to pay for the pay order. Pay orders can also be made throug
h cash but mainly it is made through cheque.
The officer checks all the details in the application, makes out the charges for
the transfer that the customer will pay and then make the pay order for the cus
tomer and pass the following entry:
Customer A/c
Pay order payable
When the customer in favor of whom the pay order was made gives he pay order to
his branch, the entries passed are:
Pay order payable
Customer A/c
DEMAND DRAFT
Demand Draft is another way in which customers can transfer money outside the ci
ty. There are two types of situations for transfer of money through demand draft
s
OUTWARD DD’S
When a customer comes to Bank Alfalah to make a DD to transfer money outside the
city is known as outward DD. The customer will fill the details in a DD applica
tion form, and will attach a cheque or pay cash as he wish.
Then the officer will check all the details and make a demand draft for the cust
omer and pass the following entries:
For Cheque
For Cash
Customer A/C Sundry A/c
Head Office
Head Office
INWARD DD’S
This is the procedure adopted when the issuing branch sends copy of the instrume
nt as an advice. When the bank receives the advice, the officer will pass the fo
llowing entries:
Head Office A/c
DD Payable A/c
When the customer comes with the DD to get his payment, the following entries ar
e passed:
DD Payable A/c
Cash
If that customer is a Bank Alfalah account holder then the following entries are
passed:
DD Payable A/c
Customer Account
FOREIGN REMITTANCES
Another type of remittances is foreign exchange transfer from another country to
a Bank Alfalah account in Pakistan, through SWIFT. Bank
Alfalah for foreign exchange transfers takes the help of Citi Bank for routing.
Procedure for Foreign Transfers
The customer will come to Citibank to transfer money to Pakistan. The entries pa
ssed will be:
Customer A/c
Citibank A/c
Citibank will then transfer that money to Bank Alfalah Karachi. The entries are:
Citibank A/c
Bank Alfalah Nostro A/c (khi)
Later Bank Alfalah will transfer the Nostro A/c money into the demand account.
Nostro A/c Bank Alfalah
Demand A/c
Now when the customer will come to take his money, the following entries will be
made:
Demand A/c
Customer A/c
CASH TRANSFERS
The cash transfers in the transact department are responsible with the cash depo
sits and withdraws made by Bank Alfalah Azam Cloth Market account holders. There
are two types of cash withdraws and deposits. The first is when a Bank Alfalah
Azam Cloth Market account holder either deposits or withdraws cash, while the se
cond one is when a Bank Alfalah account holder, with an online account can withd
raw or deposit money to his account from the Azam Cloth Market branch.
Credits Department
The credit departments of Bank Alfalah work with both SME’s and corporate clients.
There are two major categories of credit line facilities that Bank Alfalah prov
ide to its customers
• Funded Credit Line Facility
• Unfunded Credit Line Facility
Funded Credit Line Facility
There are three major products that come under the funded credit line facility:
• Current Finance
• Karobar Finance
• Milkiat Finance
Current Finance
Current Finance is a short term facility mainly provided to companies. It provi
des the customers with the funds over a period of time, mainly one year. The mai
n advantage of the current finance facility is that markup is only charged on th
e utilized part of the finance facility and is mainly used by companies for thei
r working capital management.
The bank to provide this facility keeps a security; mainly a mortgaged property
and can provide 60% of its assessed value as funds.
Karobar Finance
Alfalah Karobar Finance is another short term facility that is only provided to
individuals and sole proprietors. This facility also has one year validity with
markup charged on the amount used.
This facility again provides individuals to maintain their working capital manag
ement and is again given to individuals for a security. The conditions for curre
nt finance and karobar finance are same with one big difference, which is that i
n karobar finance, the individual has to clear all his balance in his account, o
nce in a year.
Milkiat Finance
Alfalah Milkiat Finance is a long term facility that is provided to SME’s and ther
e are four main types of facilities provided:
• Acquisition of rented commercial/industrial property
• Construction on an owned commercial/industrial plot
• Purchase of a commercial/industrial property
• Renovation of owned commercial property
• Some of the features of Milkiat finance are as follows:
• Tenure of 2-12 years except for renovation, which is for 2-4 years
• Mark up of (KIBOR+4%)
• Financing from Rs 0.5 million to Rs 20 million, renovation financing up to 3.5 m
illion
• Eligibility age should be less than 65, with 3 years of existing business
Procedure for Milkiat Finance
All documents are gathered from the customer, and then they are sent to the CIB,
which sends a CCIR to the bank. Other forms of verification also take place in
this process. Later a valuation is done of the property to see how much financin
g can be provided.
After the valuation process is complete, a CLP is made by the bank, which with o
ther documents is sent for approval to the area office.
When the area office approves the application, the customer is called into the b
ank to give the security papers to the bank and also gets all legal documents ar
e signed and the money is transferred to the bank.
Unfunded Credit Line Facility
• There are two types of unfunded credit line facility, which are as follows:
• Letter of Credit (LC)
• Letter of Guarantee (LG)
Letter of Credits
A letter of credit is a written undertaking by a bank (issuing bank) given at th
e request and accordance of a buyer (the applicant) to the seller (the beneficia
ry) to a fact payment up to a stated amount of money within prescribed time limi
t provided that the terms and conditions are complied with. Letter of Credits is
sued in the international trade business.
There are two types of Letter of Credits:
1. Usance
2. Sight
Usance
Usance LC is a form of LC, whereby the bank engages to honor the benefic
iary usance draft on an acceptance that the items are in accordance with the con
ditions. Payment is made against acceptance.
Sight LC
Theses are letter of credit where the bank engages to honor the benefici
ary’s sight draft upon presentation provided that the documents are in accordance
with the conditions of the L/C. This is a more safe form of letter of credit as
payment is made against the documents.
Letter of Guarantees
Letter of guarantees is a guarantee that the bank gives to an organization on be
half of the bank. Letter of Guarantee’s are mainly used when a tender for a specif
ic job is filled by a customer. There are three main types of LG’s:
Bid Bond: Bid Bond are filled at the time of filling out the tender and states t
hat if the company is given the tender, it will start working on it and will not
walk away
Performance Bonds:
Performance Bonds are issued to the beneficiary, to guarantee him that
the applicant of the tender will perform the contract under a specific period o
f time. Performance bonds are issued after the tender is approved of the applica
nt.
Mobilization against LG (MALG): This is a guarantee that the bank gives when the
beneficiary (the firm that issued the tender) that pays an advance of tender to
the applicant (the firm that gets the tender), that he will return that advance
amount.
Process for LC’s & LG’s
The process for LC’s and LG’s is a ten step process:
1. A request letter for the facility is received by the bank
2. All documents pertaining to the facility are received
3. Documents are looked over by the lawyers
4. CCIR is received from the CIB
5. A CLP is made
6. Borrowers Basic Fact Sheet (BBFS) is made
7. Credit Facility Application Form is filled by the customer
8. Documents are sent to the Area Office for approval
9. Documents relating to the security is kept by the bank
10. Letter is issued to the customer
Types of Securities
Some of the types of securities that the bank may keep as a part of security for
both funded and unfunded credit line facilities are:
• Mortgage of Property
• Pledge of Stocks
• Hypothecation of Stocks
• Lien on Stocks & Securities
Accounts
Most important department of the bank is concerned with
1. Revenues
2. Expenses
3. Assets
4. Liabilities
These are the pillars of business.
In this department, all the vouchers are posted during one day are sent to Accou
nts department next day. These vouchers are already posted to computer by the co
ncerned department. The accounts department has to tell that all the vouchers ar
e posted under the right head. Amount, date, stamps, signatures all the requirem
ents for cheques and vouchers are fully checked. If any kind of renovation or co
nstruction or rebuilding is done, all is paid from the Accounts department. Like
petrol for the car, stationary charges, medical allowances, etc are all paid by
this department
MAJOR ACTIVATES
Accounts department is totally a backend department and is not linked to
customers at all. All the day’s transactions inside, outside the branch and for o
ther banks are handled with this department. This is one of the most sensitive d
epartments because the customers account are credited and debited solely by this
department so there is a very strict check and balance system for this departme
nt and each transaction is monitored and rechecked at least twice and supervised
even by Manager Operations if amounts are high. Major activities in accounts de
partment are
• Maintaining accounts of customers
• Monitoring & posting daily activities and transactions
The major activates are to update customer’s account continuously and on daily bas
is. Because more of less each and every account is been credited or debited by s
ome amount so the purpose of this department is to make sure that the right pers
on’s account is credited and debited.
MAINTAINING ACCOUNT OF CUSTOMERS
Once the account is created by the Account Opening Department it is not duty of
accounts department to continuously monitor each and every account on daily basi
s. They monitor which account is performing well and which is not? Which account
and which customer needs special care and special services? There are special a
ccounts associated with credits and loans they are monitored specially.
MONITORING & POSTING DAILY
ACTIVITIES & TRANSACTIONS
Monitoring daily activities include each and every transaction from all customer
s’ accounts including, ATM transaction, International remittance, local remittance
, inward and outward transactions etc. The responsibilities in the accounts depa
rtment are to debit and credit each and every transaction, monitor it, supervise
it and special transactions which require supervision by higher authorities sho
uld be supervised.
FUNCTIhONS
REPORTS
It generates reports like Statement of Account Activity (a report on the activit
y of all accounts at Bank Alfalah Azam Market), Statement of Affairs (a report o
n the assets and liabilities of Bank Alfalah Azam Market), Statement of Foreign
Exchange (a report on the foreign exchange currencies at the bank) and Statemen
t of Profit & Loss (a report on the income and expenditures of Bank Alfalah Azam
Market). These reports can be generated at daily, weekly, monthly, quarterly or
yearly basis as required by the bank.
INCOME AND EXPENSE
The department also needs to calculate the revenues and expenses, c
ontrol expenditure and forecast profits every month.
BUDGET
Formulation of yearly budgets & targets in consultation with the bran
ch manager is also done by the accounts department.
STORAGE OF RECORDS
Accounts Department also has the duty to store vouchers and system generated rep
orts.
PAYMENTS
The accounts department is responsible to pay vendors on behalf of the bank with
authorization from the branch manager. It also has to amortize large payments a
nd calculate depreciation of branch assets.
ACTIVITY CHECKING
In the accounts department, I had to do daily activity checking and there are fo
ur stages in which activity checking takes place:
1. Collecting vouchers, cheques etc from all departments
2. Sorting Vouchers
3. Checking Activity
4. Packing
COLLECTING VOUCHERS
The first stage of activity checking is collecting all vouchers, cheques, DD’s, pa
y order, pay slips etc from all departments of the bank. Mainly vouchers come fr
om the operations department. After collecting these vouchers etc from the depar
tments, we need to check if all stamps are stamped on these vouchers etc.
SORTING VOUCHERS
After all vouchers are collected, they need to be sorted into eight categories:
1. Customer Debit: Includes debit vouchers and cheques
2. Customer Credit: Includes credit vouchers and credit slips
3. Income: Income vouchers
4. Expenditure: Expenses vouchers and payment vouchers
5. Others: Includes vouchers about excise duty, FED, teller, ATM, payables etc
6. Online: Contain online vouchers and online credit slips etc
7. Head Office (H.O): Includes HO vouchers and IBCA, DD advices
8. Bills Payable General (BPG): Includes vouchers and DD, Pay orders, Pay slips
etc
CHECKING ACTIVITY
After sorting takes place, daily activity is checked using the statement of acco
unt activity, which contains all daily activity of the accounts in the bank. Act
ivity checking is done by seeing if the values and account numbers in the sorted
vouchers match that of the activity and whether or not there is any missing act
ivity that is not in the vouchers.
PACKING
After the activity is checked, all sorted vouchers are counted, both debit and c
redit and then packed by totaling the vouchers.
Detail description/Conclusion of my work in different departments

Accounts
During my 2 week stay in Bank Alfalah, I experienced the environmental and cultu
ral gloom of corporate world of Pakistan. I was quite able to understand the ope
rations. I experienced that the communication is the key weapon of any manager t
hat could lead him to resolve/explore any conflict / situation with great ease.
I learned the process of opening and closing of different types of account, dorm
ant accounts, issuance of cheque book, customer dealing, balance statement. In t
his department, I learned how to operate bank smart. I helped my supervisor in c
ollection of zakat declaration forms from customers which were needed in the pro
cess of zakat deduction. I also do some clerical task for account opening office
rs for transferring of documents to different officers.
Remittances and Clearing
My third and fourth week was full of learning and understanding of the functions
and operations of the clearing department. I got familiar with the process of c
learing and its types i.e. inward clearing, outward clearing and intercity, IBC
and OBC. I learned about different types of crossing on cheques and about demand
drafts, pay orders and telegraphic transfers. As part of my internship, I was r
esponsible to collect cheques from the customers that they deposited, put the of
ficial stamps on the different kinds of cheques, register the return cheques in
a register and make OBC schedules.
Credits
My fifth weeks are concerned with the credits. This department is very diff
icult for me to be understood. In this department I really seek retail marketing
. And I understand to how deal with the customers and how satisfy them with the
policies documents set by the banks. I have a little bit knowledge of LC’s and LG’s
and different services of SME provided to the customers.
Accounts
During my sixth week of internship I learned the process of checking, maintaini
ng, and record keeping of accounts i.e. all operation of the branch, income from
operations and expenses and reporting to the area office about all the operatio
ns.
Structure of marketing department

Number of employees in the marketing Department
There are five branches working under the marketing manger of Bank Alfalah.
Marketing operations
The priority banking marketing manager is responsible for the dep
osits of the require money in the managers referral customers accounts. Also thi
s department connects to the big account holders and maintains good relation wit
h them. And this propose they meet them and made meetings with them that whether
they satisfied with there services that the banks offers to them. And incase an
y problems that the customers victim than that problem would be eradicated by th
e following customers through meetings with them. The relational manager also ha
s the responsibilities that they give solutions if the deposits of the banks dow
n due to un-satisfaction by the customers and close an account in the particular
branch. They also have the responsibilities to open a number of fresh accounts
in BAL. And for this they meet the number of big clients in particular and other
in general and convey them to be part of BAL. The relational manager consults t
he branches under his custody. And they have the authority to know info regardin
g bank accounts of big customers. Also they have little meetings about there bus
iness products that whether the customers get benefits or not. And want give sug
gestions from the operation officers for the betterment of there different produ
cts. Also they interact with the operations officers and wanted to know the beha
vior of there loyal customers and what kind of services they wants for them. And
every month they build a report and send to the regional Head of marketing depa
rtment of BAL. Also branch is a source of retail marketing as well as for sound
marketing too. Its really helps the BAL to carry there product info to other cus
tomers friends etc, and make there customers because of there good services prov
ided to them. The marketing department of Bank Alfalah Limited also involve in o
peration nationwide through 283 branches and a comprehensive network of 236 ATMs
. The bank’s countrywide operations are controlled through two most critical syste
ms, namely the web based Online Centralized Core Banking software applications h
aving Retail Banking, Trade Finance, Corporate and Commercial Finance, Consumer
Finance, Foreign Exchange & Treasury modules; and the ATM switch. Since even a f
ew minutes downtime is unaffordable and any data loss could be potentially catas
trophic, ensuring end-to-end data protection and 24 x 7 availability of these mi
ssion-critical systems is indispensable to the bank’s enterprise wide remote banki
ng operations. This will ensure high availability of BAL mission critical applic
ations and systems, particularly ATM switch and Core Banking Host, with ideally
zero data loss; thus avoiding complete failure and uninterrupted services to ban
k’s customer over the branch counter as well as on all the delivery channels inclu
ding ATMs. This robust and reliable solution will assure data consistency and in
tegrity at primary as well as disaster recovery site.
Function of market department
Marketing Strategies
It involves environmental forces around the main task. Due to these forc
es the traditional orientation of the Bank has become the business of financial
services with a much wider focus in relation to consumer/market needs and conseq
uent marketing strategies. However, these environmental forces can create favora
ble opportunities that can be translated into overall organizational goals and m
arketing objectives. At the second stage, the marketing mix is manipulated in or
der to support and implement marketing strategies and plans.
The marketing managers of Bank Alfalah Ltd. have been trained and assigned the j
ob of blinding or combing of all market activity. The managers have been train
ed in such a way that combination may likely prove attractive to chosen customer
market segments.
Market Segmentation Strategies
A market segment is a subgroup of people or organizations sharing one or more ch
aracteristics that cause them to have similar product needs. A true market segme
nt meets all of the following criteria: it is distinct from other segments (hete
rogeneity across segments), it is homogeneous within the segment (exhibits commo
n attributes); it responds similarly to a market stimulus, and it can be reached
by a market intervention.
Bank through market segmentation classify market into distinct subsets (segments
) that behave in similar ways or have similar needs.
Bank’s managers tend to visualize fairly well defined and stable groups of custome
rs. However, experience and practice show that market segments are often fuzzy a
nd dynamic in structure. This fuzziness and dynamism are a function of the varia
bility in customer needs and the actions of competitors, and the factors in the
business environment that influence them. Variability in buyer behavior means th
at it is possible that a single buyer can be classified in more than one segment
.
The bank segmentation process consists of segment identification, segment charac
terization, segment evaluation and target segment selection. If each segment is
fairly homogeneous in its needs and attitudes, it is likely to respond similarly
to a given marketing strategy. That is, they are likely to have similar feeling
s and ideas about a marketing mix comprising a given product or service, sold at
a given price, and distributed and promoted in a certain way.
Bank segmentation generally segmentation conducted using demographic, geographic
, attitudinal or behavioral data. The process of segmentation is distinct from t
argeting (choosing which segments to address) and positioning (designing an appr
opriate marketing mix for each segment).
The overall intent is to identify groups of similar customers and potential cust
omers; to prioritize the groups to address; to understand their behavior; and to
respond with appropriate marketing strategies that satisfy the different prefer
ences of each chosen segment. Revenues are thus improved. Improved segmentation
can lead to significantly improved marketing effectiveness. With the right segme
ntation, the right lists can be purchased, advertising results can be improved a
nd customer satisfaction can be increased. So with this strategies the bank iden
tify the core segments in which they see there long lasting business with there
loyal customers like business and with this they find big cities of the countrie
s than main business markets of the particular cities where they find business a
nd open branch there.
Product planning and development
In product and development they have a separate department for this work. Th
e main purpose of product and planning is to search the needs and wants of the p
eoples living in the particular societies. After the market segmentation of the
organization they develop different products for there customers. For example th
e business community wants cheap online transaction. So bank Alfalah made Alfala
h Karobar Account puperly design for the local business community. And for produ
ct development the supporting material that they get from branches marketing man
agers BDO’s officers they also have separate department for credits and all these
info are brainstorming in the R&D department of the organization and then they c
reate products for the required customers with specification of there customers
needs.
Positioning
In this process bank marketers try to create an image or identity in the minds o
f their target market for its product, brand, or organization. It is the relativ
e competitive comparison their product occupies in a given market as perceived b
y the target market.
Positioning is what the customer believes about bank product’s value, features, an
d benefits; it is a comparison to the other available alternatives offered by th
e competition. These beliefs tend to based on customer experiences and evidence,
rather than awareness created by advertising or promotion.
Marketers manage product positioning by focusing their marketing activities on a
positioning strategy. Pricing, promotion, channels of distribution, and adverti
sing all are geared to maximize the chosen positioning strategy.
It is the aggregate perception the market has of a particular bank, product or s
ervice in relation to their perceptions of the competitors in the same category.
It will happen whether or not a organization’s management is proactive, reactive
or passive about the on-going process of evolving a position. But a company can
positively influence the perceptions through enlightened strategic actions.
Generally, there are following strategies for product positioning:
Positioning strategies
• By attribute: “Our current account offers extra interest”
• By benefit: “Loan facilities to old customers”
• By price/quality: “Enjoy maximum privileges with the minimum subscription fee”
• By competitor: “No other bank offers so much”
• By user: “BAL: Debit/Credit card facility”
• Hybrid strategy: combination of two strategies
In conclusion Bank Alfalah is the fifth largest private bank of Pakistan operat
ing nationwide with 283 network branches with the facilities of 232 ATM machines
nation wide.
Pricing Strategies
A critical marketing mix tool is price. Price is important since it repres
ents the amount of money that customers have to pay for the services received an
d it is the only element of the bank marketing mix that creates revenue. The mos
t important pricing in the banking system relates to interest rates; but as the
government controls basic interest rates therefore the use of price as an import
ant element in bank marketing has tended to be neglected. Bank Privatization, co
upled with the introduction of new technology and the arrival of the new aggress
ive bank and non-bank competitors is forced a reappraisal of the use of pricing
strategy. In this regard the writer noticed that Bank Alfalah Ltd has an advanta
ge of credible bank image and on the basis of it the bank has set out particular
pricing system.
Hence the bank s strategic pricing objectives are:
1. Maximization of profit,
2. Rate of return on investment,
3. Obtaining market share.
4. Attract more customers
Pricing Decisions:
1. Pricing policies
2. Pricing methods and its applications
3. Price determinants and interest rate settings
4. The role of branches and head office in price decisions
More the bank gives right to the branch managers to waived the inline bank charg
es of there loyal customers having monthly balance of more than 2 lacs. So this
strategies acting as sound marketing strategies to attract more customers to dep
osits there accounts and enjoy that facilities.
Distribution Strategies
In marketing, distribution is the means through which a seller makes
his product available to the buyer. A channel of distribution for banking should
be considered in a somewhat different manner. It can be regarded as any means o
f increasing the availability and / or convenience of a service that increases i
ts use or the revenue from its use.
Strategy:
Special counter available to customers for to do their transactions without
having to wait in the regular line. Provide the service through our network of b
ranches throughout the country. Install six additional ATMs at strategic locatio
ns throughout the country. Introduce telephone banking to allow customers to tra
nsfer funds between accounts, perform account inquiry and pay their utility bill
s without visiting the bank. Perform personal banking for busy professionals, in
cluding doctors, lawyers, managers, etc.
Distribution Decision:
Means of delivery of bank services to customers
Levels of service bank’s customers want Impact of technology on distribution.
During the early phase of the privatization, Bank Alfalah Ltd seemed to focus on
two channels of distribution
Bank branches: This is the most important channel of distribution for the bank a
s the bank is conveniently serving potential customers and from which the larges
t portion of business is being generated. Following are some basic steps taken b
y the bank at the initial stage of the implementation.
The bank began with nation-wide computerized branches to provide on - line banki
ng. One of the facilities was the real time banking to draw and deposit amount f
rom any of participating branches. In order to satisfy the unique needs of net -
worth clients, Bank Alfalah Ltd has opened special personal banking branches. T
hese branches were equipped to give the investment advisory services to local an
d international capital market clients. The bank started providing Saturday bank
ing in almost all the major cities of the country and such branches were equippe
d with ATM (Automated Teller Machines) network.
Bank Credit Cards:
This is a means through which the bank offers its credit services t
o the users. Bank Alfalah credit cards, which have been on the scene for the las
t some years, were very popular. Bank credit cards have enabled the bank to over
come the factor of inseparability, by offering credit to customers far outside t
heir immediate trading area. It has also prompted the increasing use of the bank
s services by existing customers, as well as establishing contacts with a wide
variety of traders and persons who may not otherwise use the services provided.
From the foregoing review it is quite obvious that the bank s basic policy has r
emained the improvement of customer services and the modernization of banking, s
o that international standard banking services are available in Pakistan.
Promotional strategy
This tool stands for the various activities the bank undertakes to communi
cate its products merits and to pursue target customers to use their services. B
ank Alfalah Ltd has used term promotion to decide how information about the bank
and its services can be disseminated. The Bank widely used (still using) the fo
ur basic promotional tools for this purpose. These are:
1. Advertising
2. Personal selling
3. Publicity
4. Sales promotion
5. broachers
6. point of sale service banners
Advertising is the bank s paid non - personal presentation and promotion of good
s and services by an identified sponsor; television and media are typical exampl
es. Bank managers have used personal selling in order to create an impression of
trust, reliance, friendliness and familiarity. Most importantly, the bank remai
ned quite successful in attracting customers through sales promotion; these incl
ude the clocks, pictorial cheques books, gifts etc. I must say that the bank s p
romotional tools have enhanced the perception of the bank and its brands through
increasing awareness. This awareness was essential especially when there was in
creasing competition from foreign banks, and other financial institutions.
Strategy:
Email or write to prospective customers informing them of the service. Phone pro
spective customers or visit them at their residents or place of business to sell
the service to them. Advertise the service on our website. Develop an advertisi
ng program targeting the selected group.
Promotion Decision:
• Communication with customers
• Persuading customers to buy
• Role of advertising
• Branch displays
• Direct mail
• Personal selling
• Cold calling
• Telephone selling
• Sales promotions
• Promotional campaigns.
Structure of sale department
Number of employees
The number of employees in this department is according to thee bank structure.
The bank branch itself the sales department of bank Alfalah. And the recruit in
the bank giving services to the customers are the number of employees working as
sales service represented in the branch.
Sales operations
In the sales departments the whole recruit giving different services to the
re customers. They open accounts for there customers receipt application for the
re debit halal card and different types of credit cads. Giving online services t
o them and transfer there funds from one place to another. They made there bank
drafts and transfer there cheques through NIFT. Giving financial service to them
live home financing, car financing and other finance related services to them.
And all record of sales and there transactions can be handled by the bank Softwa
re that is Bank Smart.
Functions of the Sales department

Sales methodology
The main function of sale department is to creating sales. Recruit a sales t
eam from members of the staff who possess the required skills for the task. Prov
ide the members of the team with a formal written program of the project. Provid
e each member of the team with a job description setting out clearly the job exp
ectations and goals, as well as the required job-related behaviors. Train the sa
les team for the job. Provide the team with the necessary tools and resources, f
or instance, cell phones. Provide the team with incentives, such as traveling al
lowances and rewards for sales volumes. Develop a performance appraisal system t
hat will allow for feedback throughout the year and will determine annual salary
increments.
Types of selling
The BAL use different types of selling services for there customers to buy th
ose services and for this purpose they have different departments for there diff
erent selling techniques. The bank branch itself is the on spot selling techniqu
es to attract the customers for there product. The other techniques they are per
sonal selling in which they appraise there employees that what they do for the b
ank. And for this purpose the employees of the bank also attract there relatives
to open an account in BAL. And for financial services they have credit and othe
r finance department for giving the finance services to there customer. Also the
y have BDO’s and relational managers who responsible for the increasing of the dep
osits of banks. Also they have call centers agents who call the local peoples an
d peruse them to buy there products like credit cards, car finance and it is kno
wn as telemarketing.
Sales return procedures
The sale return procedure is very easy. The required customer’s deposits sal
es money in the particular branch where they get services. And there is a comple
te record of there transaction relating to there services they enjoyed. They als
o have the facilities to deposits there amount in through ATM machines in there
bank accounts for the purpose of sales return. And if there are fail to do that
than they have giving extra interest for the late installment of there services
they get from the bank
Customers Service department

Today customer service department is very important in the big organization
like multi-national companies. They main purpose of this department is to mainta
in good relation with the existing customers and attract the new ones to be part
of the organization. CRM field provide specialized designed for employees that
serve basically to help the implementation and support the various business proc
esses. It also helps the person in charge of the entire implementation to more e
ffectively manage the process. It assists all the employees with the required CR
M knowledge needed. Organizations can opt for the benefits of expert instructors
who are experienced at teaching a range of CRM courses. The opportunity to lear
n from experience is magnified in this case. An organization can opt to assemble
a team comprising of a group of leaders from every department in the company. T
hey will need to identify how each department could be affected by CRM. They wil
l also need to implement plans and communicate those plans to the departments. T
his way all the various departments get involved. CRM tools assist cross-departm
ental efforts and prevent departments from going in different directions. All as
pects of the CRM implementation should be clearly laid out to the members of the
department. Adequate training should be provided as and when essential. It is i
mportant to ensure that all individuals believe in the CRM system established, i
n its merits to the organization and above all how each individual stands to ben
efit from its implementation. If an individual employee is of the opinion that h
e will stand to gain in some respect from the new CRM strategy being implemented
in the organization, it follows that they will do their best to support it. Org
anizations that endeavor to educate their employees about these positive aspects
will go a long way in CRM success.
The main purpose of CRM is to let people know you exist – Advertise BAL. If people
don t know where BAL is and what bank do, they can t buy anything from the bank
. Advertising greatly increases your chances of success.
Don t scare the customer - Make the customer feel comfortable with your product
or service. Provide an environment that they will feel safe in. Make them feel g
ood about spending their money. Don t scare the customer.
Look the part - Businessmen wear suits. Policemen carry guns. You are reading th
is article because we look the part. We effectively display our ability to attra
ct new customers. You can do the same when you look the part.
Each department representative should communicate CRM goals to that department
after which they should get feedback. This feedback should be studied with the i
ntention of improving on past mistakes and endeavoring to help employees in othe
r departments understand the CRM process. There s no right or wrong way to train
and motivate employees about the CRM implementation. However it is mandatory to
have effective communication and indulge in sufficient CRM education to ensure
CRM success.
Developing relations with the customers is very difficult. The reason beh
ind is that every person have there own behavior, attitudes and values. For this
purpose the bank is made a training session for there employees according to th
ere schedule times. And after giving training to them they also have test sessio
n with them so that they analyze what there employees get in the training sessio
n. In the training session they emphasize on nerves. Which is very important for
the employees, the reason behind is that the employees always have a good attit
ude with the customers. And on the other hands bank have a separate CRM departme
nt for there credit cards and other types of cards as well. Also they have RM ma
nagers whose main objective is to build good relation with the customers and fin
d new customers.
They also have advertised promotion to attract the new customers. And they a
lso launched valuable products and update there services according to there cust
omers needs and wants to retain them to be part of BAL.
The way of handling of some furious customers is very hard job for the empl
oyees. The reason behind is that sometimes they cross the limits. And in this st
age the nerve control is very important for the recruit of the bank. And some ti
mes if there is some situation like that the other recruit officer can handled t
he situation. Also they have relational managers who regularly meet the loyal cu
stomers and if they wind up there account from the banks because of some bad man
agement. Than they meet them and convince them to be part of BAL and assure them
to giving isolate services were giving to them
Critical Analysis
In critical analysis I am giving comment on my experience in the m
ultinational bank. As we know every firm have a mission and vision to be born in
the market and have a board of directors, chairman, CEO’s, CFOs’ in simple organiza
tion have a hierarchy. And have objectives and have different strategies to achi
eve there objectives. So in my concern I feel that BAL really follows there miss
ion and vision. For example in there vision they wants to be a multinational
bank so BAL is the multinational bang operating in different countries like Paki
stan, Bangladesh and so moving to other countries as well. Secondly they say tha
t BAL is for All kind of peoples like for business man whether they works locall
y or internationally, for families, for the country in which they operate, for t
he students, for the sports, for the needy who wants to have there own small bus
iness. And BAL is proof for it that BAL is for all. That is they have a wide ran
ge of product and services related to all kind of customers like Auto finance it
is for the family Alfalah Karobar account it is for the local business man Isla
mic banking division is setup to obey Islamic rules of business and develop corp
orate finance departments for the importer and exporter of the country in Pakist
an.
Economically it is best organization giving wide range of financial
services tot there customers. They have a market niche in auto finance because
of lower interest they gain from there customers. And for this they have a good
financial position in the banking sector of Pakistan. They have an 8% market sha
re in the banking sector of Pakistan. Having a profit of Rs1561555000 and an ear
ning ratio of 1.26 in September 30 2009 for BAL. PACRA, a premier rating agency
of the country, has rated the Bank AA , Entity Rating for Long Term and A1+ for
the Short Term. These ratings denote a very low expectation of credit risk, str
ong capacity for timely payment of financial commitments in the long term and by
highest capacity for timely repayment in the short term, respectively. Further,
the unsecured subordinated debt (Term Finance Certificates) of the Bank has bee
n awarded a credit rating of AA- (double A minus).
As a management it is a marvelous organization because of giving decentr
alize decision making power to the lower level officers and managers. This is th
e key elements to be success in the modern world. There is a simple hierarchy sy
stem which does not clash the authorities to any other department of the bank. S
o with this there is no chance of other to interfere the departments other than
there own working department.
In the marketing perspective they have to adopt a good strategies to build there
brand equity, brand name in the banking sector of Pakistan. For this purpose th
ey use different promotional mix to promote there brands in the market. And for
after sales purchase they have build an extra CR department who really cares the
customers of BAL and listen the complaints and act upon them according to the p
roblems face by there customers. This really boosts the customers to be part of
BAL. They have a drop box in all branches of BAL join which customers have indep
endency to drop a compliant letter against the management of the branch. In this
way it accelerate the management of the branch to look after there customers wi
th a big smile on there face even there is a clash between the management recrui
t and the customers. In today’s there is a slogan that “Customers are the boss” of the
organization. The reason behind is that business should be done when some one g
et services from the organization. If they don’t get services from the organizatio
n than, what the organization do.
SWOT analysis of the organization

This analysis was required in broader business environment.
SWOT analysis describe the position of the organization with respect to its cu
stomers in the market
Strengths
Strengths are the core competencies of any organization & as far as BAL is conce
rned the core competencies of this organization are:
• Compensate customer service
• The clients’ perception is high
• Good target market having mostly branches in the commercial areas
• Target Achievement
• Policies & Procedures
• Controlling Standards
• Priorities
• Rewards & Benefits
• Job Security for the Employees.
• Favorable, friendly & Healthy Working Environment.
• Documentation System is so much accurate.
• Accounting & Banking System is Accurate & Reliable One.
• Wide range of networks nation wide with respect to branches and ATM machines
• Training system and appraise after training and giving certificates for doing th
at training.
Weaknesses
Weaknesses are the lacking points which every organization must avoid in order t
o make its operational effectiveness.
• Hectic Working Environment.
• Work load.
• Lack of Self Marketing Department.
• Low Training & Coaching.
• Low incentives like bonuses overtime pay etc.
• Human Resource Department is not so much effective.
• Appraisal is not done frequently.
• Low salary packages as compared to other banks.
Opportunities
In fact, when we study all our weaknesses critically & deeply than we come to kn
ow that we can convert our weaknesses into strengths. So basically these are our
opportunities. The opportunities for BAL are:
• On the job training & coaching sessions can be conducted.
• Good relation with foreign banks
• Growing in deposits
• E-banking
• Work sharing activities should be started so that a person who is working contin
uously for 9 hours can get relax.
• Marketing department should be started in order to promote the name of BAL.
• Appraisal should be conducted frequently so that employees get motivated & do th
eir work as a loyal employee.
• Attractive salary packages should be awarded.
Threats
Though Bank Alfalah has a strong footing and maintain a good number of loyal cus
tomer, still bank has threats in various sectors. When we see the possible threa
ts for BAL, the threats are prevailing such as:
• The conventional banks those having high growth rate and high market share are a
lways being a threat.
• There is an average not low turnover rate, mainly because of low incentives as c
ompared to the other banks.
• Large business parties have fewer attractions in being a client of BAL-IBD, main
ly because of excessive amount of documentation.
Conclusion
So in my conclusion I would to say that I really seeks allot of information
regarding to my discipline that is marketing. Especially I seek CR techniques an
d retail marketing concepts. I observe the bank environment regarding there disc
ipline there way of communication with different types of customer and there pro
blems. And see what they relay likes and what they don’t like. It really affects t
he banking system because they hate one recruit of the management and love and e
asily speaks the other one. I meet the quality assurance mangers and see there w
orks and in there works they are very critical and observe the bank environment
in a critical way. In short BAL have a good management team and best organize h
ierarchy and wide range of there brand products which Symbolize that BAL is real
ly the Caring Bank.
Recommendation
I spent six weeks of my internship in BAL AZAM Market, Lahore. During th
ese six weeks, I felt myself to be a part of BAL. Even, this was my first experi
ence of working in a banking organization, but I learned a lot from this experie
nce. Based on my experience & observation regarding the operations and policies
of Bank Alfalah, I have tried to stipulate some recommendations for further impr
ovement.
1. Technological advancement
Provide online banking facilities in all bank branches
especially in the commercial areas and also ATM machines in big markets like Aza
m Clothes marker. There isn’t ATM machine there. It relay helps to avoid rush in b
ank
2. Workshop and Counseling
This is done in all major cities of the country not in L
ahore for this purpose. With that counseling the new bankers are born in other s
mall cities of the country
3. gives scholarship for those employees who further continues there studie
s to PHD level and gives incentives to them so that BAL have high management rec
ruit in terms of knowledge which really benefits for the bank
4. There isn’t any Priority banking department in the BAL till during my inte
rnship. So they have to develop and with this there deposit should be maximized.
5. Launch innovative products like E-deposit bills etc. Because its save th
e time of the customers who want be stand in lines to submit there different kin
d of bills.
6. All branches should have relaxation rooms and prayers rooms for the bank
employees. Its really helps them and keep them healthy
References
http://en.wikipedia.org/wiki/State_Bank_of_Pakistan
http://www.pakistaneconomist.com/issue1999/issue49/f&m.htm
http://en.wikipedia.org/wiki/Zulfiqar_Ali_Bhutto
http://en.wikipedia.org/wiki/Bank_of_Credit_and_Commerce_International#History
http://www.thedailystar.net/2006/08/17/d60817020428.htm
http://bankalfalah.com
Annexes
Survey Questionnaire
Respondent profile:
Name: Mr. Zaffar Iqbal Organization: Bank Alfalah Ltd.

Designation: Acting Branch Manager Experience: 09 Years
Q.1 What are the objective of your organization?

The objective of our bank is to provide the best and quality service to our valu
able customer. And give them the best of our work as we pursue the path of excel
lence, customer satisfaction remains our priority. It is only when we know our c
ustomers better, can we deliver a higher quality of services, thereby adding syn
ergy to our existing management expertise, financial strength and profitability.
Q.2 Are the employees working in your organization highly skilled?
Yes indeed we have a highly trained staff at work. And they are highly skilled a
nd are trained by the organization itself to give are valued customer our best p
erformance. Alfalah bank management believes in developing the potential of the
Bank’s employees to the fullest extent. Training & Development Centre of the Bank
are housed in state of the art facilities at Karachi and Lahore. The centers are
responsible for providing multi-level high quality training programs to all sta
ff members.
Q.3 Does the organization provide a stable environment in which employees ca
n develop and exercise their skills?
Our organization provides a stable environment to its employees, where the emplo
yees can develop there skills. Bank Alfalah is one of the most progressive inst
itutions in the country today. - Currently, BAL is pursuing an ambitious expansi
on strategy which envisions opening a large number of branches throughout the co
untry. Besides being the most rapidly expanding Bank in the market, is also the
choice of many career focused individuals since it offers some of the following
benefits:
• Stability of Career
• Tremendous Growth Opportunities
• Extensive Training & Development Program
• Motivating Work Environment
• Attractive Salary Packages
• Nurturing Culture
Q.4 Do the employees tend to stay in the organization?

We provide attractive salary packages to our employees; we provide a stable envi
ronment we provide a secured future we provide after job incentive all these thi
ngs let our employee to stay with us.
Q.5 Are there friendly relations among top management and their subordinate?
BAL management believes in developing the potential of the Bank’s employees to the
fullest extent. We create a friendly relationship with our subordinates in offi
ce and this can be seen and judged by anyone.
Q.6 What is/are the most important requirement(s) for employees in this cult
ure to fit into the group?
The most important requirements for employees to fit in this culture are:
• He should be educated.
• He should be active.
• He should have an attractive outlook.
• Lenient to his juniors
• He must be well known to his work.
Q.7 Does your organization value seniority?
Yes indeed we value seniority at both levels at customer level and at employee l
evel.
At customer level we have made senior citizen counters that they don’t had to wait
and we have offered different incentive to senior account holders. By providing
profit account, pension accounts, royal profit account etc.
And at employee level we have provided after job incentive, on job incentive, pr
ovident funds, gratuity funds, staff loans and life insurance plans.
Q.8 Does the organization encourage its employees to take risk and to be inn
ovative?
It depends on what type of risk is to be taken, in some cases it is allowed to
take risk and in some cases they are not. And our staff is innovative at every s
tage, we discuss there ideas at the end of each months meeting. And try to imple
ment them.
Q.9 Do you assign work in team?
We assign work in team; we have different teams working in our organization at e
ach level. These days it is necessary to have team work rather an individual wor
k.
(a) To whom do individuals report?
Individual at branch level reports the manager operation or the branch manager.
(b) To whom do groups report?
Groups report to the area office made in each city.
Q.10 Where do decision-making authorities lie?
The main decision makers are actually seated at Karachi head office, then after
that we had divided each city in different section regarding its area. In each
area the there is one area office where all the branches under it report.
Q.11 Do employees follow rules and regulations of organization?
Yes the employees strictly follow the rules and regulation system of the organiz
ation system.

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Evaluation Sheet for Internship Report

Virtual University of Pakistan,

Scan Copy of internship report

And Dedicated to MY RESPECTABLE TEACHERS

Overview of the organization

Corporate and investment banking

Nature of the organization

account or complex financing of a major project. Designing product portfolio in

Mission Statement of bank Alfalah

Bank Alfalah Slogan

Core objectives of Bank Alfalah

Product lines and Brand portfolio of bank Alfalah

maturity. But if a customer want to withdraw before maturity, so he will give a

Royal Profit Savings Accounts

Foreign Currency Accounts

Safe Deposit Lockers

Consumer Finance Products

Corporate & Individual Car Leasing

Alfalah Karobar Finance

Strategies of branding used by the organization

Corporate Branding Strategy

List of Main Clients

Board Audit Committee

Board Credit, Finance & HR Committee

Board Risk Management Committee

Central Management Committee

Chief Operating Officer

Chief Financial Officer

Number of employees in the organization till 2008

Organization branch Chart

Number of employees in the organization (Branch)

4. Unique Knowledge & Skills

Assistant manager/operation manager

4. Unique Knowledge & Skills

6. Problem Solving & Decision Making

Head Cashier (Cash Department)

Comments on the organization structure

Starting and ending dates of internship

Description of Activities of the training department

Business man Accounts

Illiterate Person Account/ Photo Account

The Mask Women Account

Other Supported documents require

ALFALAH KAMYAB KAROBAR

Profit And lost Saving Accounts (Saving Accounts)

Amount in Rupee Proposed Rates (P.A)

Other working responsibilities of accounts opening department

2. Inquiry of balance sheet

Remittances & Clearance department

Detail description/Conclusion of my work in different departments

Structure of marketing department

Functions of the Sales department

Customers Service department

SWOT analysis of the organization

Name: Mr. Zaffar Iqbal Organization: Bank Alfalah Ltd.

Q.1 What are the objective of your organization?

Q.4 Do the employees tend to stay in the organization?

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