Assignment On

Marketing Strategy OF EXIM Bank In Bangladesh

Asian University of Bangladesh

Marketing Strategy Of EXIM Bank In Bangladesh

Submitted To:
Abdullah M.Taher Lecturer of Business Policy and Strategic Management BBA - 4146 Faculty of Business Administration Asian University of Bangladesh

Submitted By:
Group: Batch: BBA-33 Sec: Accounting, Faculty of Business Administration
Serial no. 01 02 03 04 Name of students Mohon Kumar Kundu Ovijit Kumar Saha K . M . Real Md. Humayun Kabir Alam Md. Mostafizur Rahman ID no. 200820232 200820230 200820321 200820248 200820292

05

Business Policy and Strategic Management

BBA - 4146

Submission Date: 04/12/11

Asian University of Bangladesh

Latter of Transmittal
Date: 28/11/11 To Abdullah M.Taher Lecturer of Business Policy and Strategic Management BBA - 4146 Faculty of Business Administration Asian University of Bangladesh
Subject: Submission of report on Marketing Strategy Of EXIM Bank in Bangladesh

Dear Sir, Here we are submitting our report on Marketing Strategy Of EXIM Bank in Bangladesh Prescribed by you in your course Business policy and Strategic Management for this purpose, we have gone through internet, of the respect others and class lecturer sheets for the relevant information of the assigned topic. Please call me for any further information at your convenient time and place.

Yours truly, Group: Batch: BBA-33 Sec: Accounting, Faculty of Business Administration Asian University of Bangladesh

Acknowledgement

At first we desire to express our deepest sense of gratitude of almighty God. With profound regard we gratefully acknowledge our respected course teacher Abdullah M.Taher Lecturer of Business Policy and Strategic Management, Faculty of Business Administration for this generous help and suggestion during preparation of the report. We like to give thanks especially to our friends and many individuals, for their enthusiastic encouragements and helps during the preparation of this report us by sharing ideas regarding this subject and for their assistance in typing and proof reading this manuscript.

An Overview of EXIM Bank Ltd.

Historical Background
Export Import Bank of Bangladesh Limited (EXIM Bank), one of the leading private commercial banks, is promoted by a group of renowned Bangladeshi entrepreneurs, and commenced its banking operation on 3rd August 1999. Within an operative period as short as eleven years, the bank has arrived at a strong financial and business position by expanding its market share compared to its contemporaries and to some extent to the 2nd even 1st generation banks of private sector. In addition, the Bank has also made a significant contribution to the national economy under the prudent leadership and untiring support of the member of the Board of Directors, who are leading business personalities and reputed industrialists of the country. Now the EXIM Bank Ltd has the 72 branches in the Bangladesh and 15 branches in outside of the Bangladesh. By the grace of Almighty Allah, the Bank has started its operation as full-fledged Islami Bank based on Shariah through conversion from conventional interest based banking system with effect from 1st July 2004 with the approval of Bangladesh Bank. It is our great pleasure that every body gladly accepted the conversion with appreciation. It is a breakthrough in the history of Islami Banking, because all other Islamic Banks of Bangladesh are found Shariah based since inception i.e. at the time of their incorporation. We have also experienced some traditional Banks having a few branches based on Shariah. But we perhaps, first time introduce total conversion of a conventional Bank into a full-fledged Islami Bank in the World. It is noted here that a learned Shariah Council, consisting of 12 members who are prominent ulema, reputed bankers and eminent economists of the country, has been formed to guide, monitor and supervise the banking activities complying Shariah principle since inception of its islami banking branches and thereafter transformation of its operation from traditional to fully Shariah based Islamic banking system. Professor Moulana Mohammad Salah Uddin is the Chairman of the council. Total 08(Eight) meetings of the council were held during the period.

Mission and Vision of EXIM Bank Ltd.

The gist of our vision is 'Together Towards Tomorrow'. Export Import Bank of Bangladesh Limited, as the name implies, is not a type of Bank in some countries on the globe, but is the first of its kind in Bangladesh. It believes in togetherness with its customers, in its march on the road to growth and progress with services. To achieve the desired goal, there will be pursuit of excellence at all stages with a climate of continuous improvement, because, in EXIM Bank, we believe, the line of excellence is never ending. Banks strategic plans and networking will strengthen its competitive edge over others in rapidly changing competitive environments. Its personalized quality services to the customers with the trend of constant improvement will be cornerstone to achieve our operational success. The bank has chalked out the following corporate objectives in order to ensure smooth achievement of its goals: To be the most caring and customer friendly and service oriented bank. To create a technology based most efficient banking environment for our customers. To ensure ethics in all levels To ensures sustainable growth and establish full value of the honorable shareholders and Above all, to add effective contribution to the national economy As a part of the said issues, the bank also emphasizes on the following area of services, such as: Provide high quality financial services in export and import trade Provide defect free quality customer service Maintenance of corporate and business ethics Become trusted repository of customers' money and their financial adviser Make our stock superior and rewarding to the customers To achieve high customer satisfaction level. Enhance shareholders wealth.

Features of EXIM Bank Ltd.

It is permissible for the Client to offer an order to purchase by the Bank particular goods deciding its specification and committing himself to buy the same from the Bank on BaiMuajjal i.e. deferred payment sale at fixed price. It is permissible to make the promise binding upon the Client to purchase from the Bank, that is, he is to either satisfy the promise or to indemnify the damages caused by breaking the promise without excuse. It is permissible to take cash / collateral security to Guarantee the implementation of the promise or to indemnify the damages. It is also permissible to document the debt resulting from Bai-Muajjal by a Guarantor, or a mortgage. or both like any other debt. Mortgage / Guarantee / Cash security may be obtained prior to the signing of the Agreement or at the time of signing the Agreement. Stock and availability of goods is a basic condition for signing a Bai-Muajjal Agreement, Therefore, the Bank must purchase the goods as per specification of the Client to acquire ownership of the same before signing the Bai-Muajjal Agreement with the Client. After purchase of goods the Bank must bear the risk of goods until those are actually delivered to the Client. The Bank must deliver the specified Goods to the Client on specified date and at specified place of delivery as per Contract. The Bank may sell the goods at a higher price than the purchase price to earn profit. The price once fixed as per agreement and deferred can not be further increased The Bank may sell the goods at one agreed price which will include both the cost price and the profit. Unlike Bai-Murabaha, the Bank may not disclose the cost price and the profit mark-up separately to the Client.

Function of EXIM Bank Ltd.

As a commercial Bank, EXIM Bank Ltd provide all traditional banking services including a wide range of savings and investment scheme products, foreign exchange and ancillary services with the support of modern technology and professional management. But our main stress is, as the name implies, put on export and import trade handling and financing & the bank has become the pioneer in promoting Readymade Garment industries and one of the largest financiers in this sector. Since the inception, the Bank foresighted the bright prospects of this sector and extended finance to the deserving and promising entrepreneurs. It provides this sector with financial support including market information and advice and today the garment sector constitutes about 76% of the total export of the Company

Investment Schemes of EXIM Bank Ltd.

There are many types of investment in the EXIM Bank Ltd ,which are so much important and benefited for customers and the bank. Thats Investment Schemes are: I. Izara Bill Baia (General) Short term, Medium term & long term investments allowed to individual/firm/industries for a specific purpose but for a definite period and generally repayable by installments fall under this head. This type of lending are mainly allowed to accommodate financing under the categories (i) Large & Medium Scale Industry and (ii) Small & Cottage Industry. Very often term financing for (i) Agriculture & (ii) Others are also included here. II. Izara Bill Baia (HB) Investments allowed to individual/enterprises for construction of house (commercial) fall under this type of investment. The amount is repayable by monthly installment with a specified period. Such investments are known as Izara Bill Baia (HB). No investment for construction of residential house building shall be accommodated to the Banks customer where there is no other business consideration.

III. Izara Bill Baia (Staff HB) Investment allowed to our Bank employees for purchase/construction of house shall be know as Investment (STAFF HB). IV. Other Investment to Staff Investment allowed to employees other than for House Building shall be grouped under head of Staff Izara Bill Baia (General).

V. Bai-Muazzal Investment allowed to individual/firm for trading as well as wholesale purpose or to industries to meet up the working capital requirements against hypothecation of goods as primary security fall under this type of lending. it is a continuous investment. It is allowed under the categories (i) Commercial Lending when the customer is other than an industry and (ii) Working Capital when the customer is an industry. VI. Murabaha Financial accommodations to individual/firm for trading as well as for wholesale or to industries as working capital against pledge of goods as primary security fall under this head of investment. It is also a continuous investment and like the above allowed under the categories (i) Commercial Lending and (ii) Working Capital.

VII. Izara Bill Baia (HP) Izara Bill Baia (HP) is a type of installment investment under which the Purchaser agrees to take the goods on hire at a stated rental, which is inclusive of the repayment of Principal as well as profit for adjustment of the investment within a specified period.

VIII. Izara (LF) Izara (LF) is one of the most convenient sources of acquiring capital machinery and equipment whereby a client is given the opportunity to have an exclusive right to use an asset usually for an agreed period of time against payment of rent. It is a term financing repayable by installment.

X. Bai-Muazzal (General/FO) Investment allowed to individual/firms against financial obligation (i.e. lien on MTDR/ PSP/BSP/Insurance Policy/Share etc.) This may not be a continuous Investment.

XI. Bai-Muazzal (WO) Investment allowed against assignment of work order for execution of contractual work falls under this head. This investment is generally allowed for a definite period and specific purpose i.e. it is not a continuous investment. XII. Bai-Muazzal (Export) Investment allowed for purchasing foreign currency for payment against L/Cs (Back to Back) where the exports do not materialize before the date of import payment. This is also an investment for temporary period, which is known as export finance and falls under the category Commercial Lending.

XIII. Murabaha Import Bills (MIB) Payment made by the bank against lodgment of shipping documents of goods imported through L/C falls under this head. It is an interim investment connected with import and is generally liquidated against payment usually made by the party for retirement of the documents for release of imported goods from the customs authority. It falls under the category Commercial Lending. XIV. Murabaha Post Import (MPI) Investment allowed for retirement of shipping documents and release of gods imported through L/C taking effective control over the goods by pledge in Godown under Banks lock & key fall under this type of investment. This is also a temporary investment connected with import that is known as post-import finance and falls under the category Commercial Lending. XV. Trust Receipt (TR) Investment allowed for retirement of shipping documents and release of goods imported through L/C fall under this heard. The goods are handed over to the importer under trust with the arrangement that sale proceeds should be deposited to liquidate the investments within a given period. This is also a temporary investment connected with import and know as post-import finance and falls under the category Commercial Lending. XVI. IBP Payment made through purchase of inland bills/cheques to meet urgent requirement of the customer falls under this type of investment facility. This temporary investment is adjustable from the proceeds of bills/cheques purchased for collection. If falls under he category Commercial Lending.

XVII. Musharaka Pre-shipment (ECC) Financial accommodation allowed to a customer for exports of goods fall under this head and is categorized as Investment on Export. The investments must be liquidated out of export proceeds with 180 days. XVIII. Musharaka Pre-shipment (P.C.) Investment allowed to a customer against specific L/C/firm contract for processing/ packing of goods to be exported falls under this head and is categorized as Musharaka Pre-shipment. The investments must be adjusted from proceeds of the relevant exports within 180 days. It falls under the category Investment on Export. XIX. F D B P Payment made to a customer through purchase/negotiation of a foreign documentary bills falls under this head. This temporary investment is adjustable from the proceeds of the shipping/export documents. It falls under the category Investment on Export. XX. L D B P Payment made against documents representing sell of goods to Local export oriented industries that are deemed as exports and which are denominated in Local Currency/Foreign Currency falls under this head. This temporary liability is adjustable from proceeds of the Bill. XXI. FBP Payment made to a customer through Purchase of Foreign Currency Cheques/Drafts fall under this head. This temporary investment is adjustable from the proceeds of the cheque/draft.

Services of EXIM Bank Ltd.

The EXIM Bank Ltd. provides different types of services to their customers as a commercial bank. The customers of the EXIM Bank Ltd are also benefited to take the all services by which provides the bank. The services of the EXIM Bank Ltd. as follows :

Account of the customers Western money transfer. VISA card Credit cart Letter of credit (L/C) Pay order Volt service Demand Draft (DD) Clearing chque by Clearinghouse Money transfer from one branch to another branch. Money exchange service

Different Departments of EXIM Bank Ltd.

There are many department in EXIM bank Ltd. All of the department always works to provide the better banking service to their cutomers. All department incharges are so much concern about their duty.In EXIM bank Ltd all departments activities related with the another department activities. Investment Department Investment department is the most important department of the bank. By this department bank provides the loan to their customers. The investment department also maintain the mortgage and security against the loan. This department selects how much loan will

provide against the instrument. Mainly this department arranges to earn big part of the total profit of the bank profit. Cash Department The cash department plays the vital role of the total banking activities. The main activities of the cash department are receive money and payment money. Here the customers pay the money at the agnist of DD,L/C,pay order, deposit scheme and etc. In cash recevie department recevies the money from the customers. When the cash money is shorted, then the bank borrow money from the other bank.In same cases the cash department lends cash money to the other banks.The cash department always so much concern about recevie money from the customer,because sometime customers place the false note.For this reason the empolyees of the cash department work very carefully. Clearing House Department The Banglsdesh Bank arranges the clearing house activities by the other commercial bank. The two times in a day under the Bangladesh Bank the all commercial banks meet up their DD, pay order and chque. The bank collects the DD, pay order and chque from the customer and these places in clearing house. In clearing house bank collcets DD,pay order and chque from the other banks and these transfer to the customer account. This are the activities of clearing house. All these activities by the bank representative.

Letter of credit (L/C)/ Foreign Exchange Department

The main activities of the L/C department to export and import business between the two countries by the business man. L/C means the security paper which shows that ,if the party is unable to pay the price of goods of foreign then bank will be liable to pay the price of goods of foreign country. Here bank provides L/C to the party when the party pay money to the bank equal amount price of goods. Here home country and the host countrys bank transfer their information by the FAX. In L/C paper bank refers the amount ,name, brand, quality and price of the goods clearly. Here all export and import business are conduct in Dollar ($) currency. The rate of Dollar selects the seller and buyer

by the current exchange rate. When any person goes to outside of the country , he/she can purchases the dollar from this department.

Account Execution Department:

The duty of the account execution department are the opening the account and closing the account and provide the information to the customers related to the account opening. The person who engaged to this department mainly, his called Executive Officer (EO). Without those departments of EXIM Bank Ltd. has many important departments, which departments work in Head office in Dhaka. That are Recruitment department, Audit department, Branch Monitoring department and Branch Establishing department.

MARKEKING STRATEGIES OF
EXIM BANK LIMITED

Marketing strategies of EXIM Bank Ltd.

What does marketing mean?

Many people think of marketing only as selling and advertising. Today, marketing must be understood not in the old sense of making a sale telling and selling- but in the new sense of satisfy customers needs. Relationship Banking is a process, which has the aim of persuading customer to become lifetime customer and to place their banking business with one bank now and in the future. Relationship banking enables to provide a cost-effective, proactive service to selected customer. As a whole, Relationship Banking refers to a long term, mutually beneficial and exclusive problem solving relation between customers and Banker.

Marketing Strategies
For achieving balanced and sustainable growth, we must satisfy two groups new customer and repeat customer. Today, the marketing should be all effort to retain current customers and build lasting customers relationship. Thus, marketing is service oriented. The service is a bridge between products and customer. Marketing thus mainly focused as: a) Customer Focus: It also means the design, creation and delivery of service products based on meeting customer needs and exceeding their expectations.

b) Co-operation: It implies Share information and share resources. c) Continuous Improvement: This is the part or marketing research. We take feedback from the market, we take note of the customers complain and try to improve our product service on a continuous basis to remain competitive in the market. d)Satisfied customer: One satisfied customer will do advertisement on our behalf and automatically bring chain of new customer. On the other hand one dies-satisfied customer is enough to ruin our image & good will. e) What Customer Want: They want solution of their problems. we can solved their problems by way of Analyze, plan and act. Once customer gets solutions to their problems they will do marketing for us. The most important factor and crafting a marketing strategy includes the following strategies: Product Strategy Price Strategy Distribution Strategy Promotion Strategy Segmentation Targeting Positioning Strategy

EXIM Bank Ltd marketing strategy is based on its positioning of different product. On the focus to customer side the market is mainly upper-middle and middle income professional who need saving with some attractive profit to meet any emergent requirement in future as well as to develop a sizable amount of money to procure some valuable future earnings. This segment of market includes individual, having a regular

monthly income ,male or female ,age not blow 18 years and educated or less educated Bangladeshi person.

Product Strategy
EXIM Bank Ltd accept deposit on the basis of Mudaraba in the following types of accounts: 1. Mudaraba Short Notice Deposit Account. 2. Mudaraba Saving Account 3. Mudaraba Term Deposit Account 4. Other Scheme Deposit Account Average 70% of profit earn by the bank is distributed proportionately among depositors annually.

Price Strategy
a. Deposit Scheme
i. Al Wadiah Current Deposit ii. Mudaraba Saving Deposit iii. Mudaraba Trm Deposit iv. Mudaraba Short Notice Deposit v. Monthly Income Scheme (5 years) vi. House Deposit Scheme vii. Monthly Deposit Scheme viii. Mudaraba Multiple Deposit Scheme ix. Mudaraba Education Deposit Scheme x. Mudaraba Double Deposit Scheme xi. Pension Deposit Scheme xii. Marriage and Investment Deposit Scheme

xiii. Monthly Installment Based Hajj Deposit Scheme xiv. Monthly Installment Based Term Deposit Scheme

b. Investments Modes
To provide interest free Banking EXIM Bank Ltd has adopted the following modes of investment:

1. Musaraka (equity participation on the basis of sharing profit and loss) 2. Mudaraba (sharing of profit and loss in business where one partner provides expertise and management and other partner provides capital remaining inactive.) 3. Mudabaha (Buying and selling of goods with profit) 4. Bai-Muajjal (credit sale with profit) 5. Ijara (leasing for rent) 6. Hire purchase or Shirkatul Melk 7. Bai-Salam (purchasing of agricultural product while in production and providing advance money to the producers) 8. Quard

Distribution Strategy
EXIM Bank Ltd. is one of the biggest private bank of the Bangladesh. For this reason its has the big customer demand. To providing this banking services, EXIM Bank Ltd ha opened 44 branches all over the Bangladesh. In out of the country this banks has 12

branches. All of this branches always work to provide high qualitiful and the helpful services to their customers.

Promotion Strategy
Vigilance &Control Division (VCD) and Marketing & Development Division (MDD) at EXIM Bank Ltd Head office will jointly arrange for well publicity of the brand name of new deposit scheme with its important features by the national newspaper and electronic media (TV). Every branch will show special and attractive banners of the new offering for awareness. Leaflet, placard, festoon ,poster and brochure will be supplied to each branch for distribution and exhibit to all important place with the differentiation feature and attractive . The EXIM Bank Ltd also offers to their marketing employees (Field worker) extra incentive ,if they fulfill the following chart. It is the financial motivation to their marketing employees. As a result they express their better effort in banking service.

Sl. No. 1 2 3 4 5 6 7 8 9 10

Deposit (TK) 1.00 lac 2.00 lac 3.00 lac 4.00 lac 5.00 lac 6.00 lac 7.00 lac 8.00 lac 9.00 lac 10.00 lac

Number Accounts 10 12 14 16 18 20 23 24 26 28

of

new Cash Prize 100/= 200/= 350/= 475/= 600/= 750/= 9,85/= 1,125/= 1,300/= 15,500/=

This table indicates that, when a banker arranges to open number of 10 accounts which value will be 1.00 lac then she/he will get extra 100 Tk. next one account. The fillip the 12 accounts and value will be 2.00 lac then banker gets extra 200 Tk for extra one account. The EXIM Bank Ltd. by this way maintain the extra account commission to promotion their banks employees.

Segmentation
To provide better services, bank divided the banking sector lots of segmentation. Segmentation just depend on the basis of the lots of element. When the marketing team divided the market under the segmentation, then they consider the feature of the customers, financial condition of the customers, local area and business nature of the geographical area.

Targeting
This bank name is Export and Import bank. Thats why rich and elite person are the target customer of this bank. But in present time this is targeting mid class customers for EXIM Bank Deposit Programme. This bank all time searches the unused mony from the general people as their valuable capital.

Positioning Strategy
EXIM Bank Ltd is required for positioning EXIM Bank deposit programme. Account as a most convenient to its target market using product differentiation with other existing products due to its special features that are not provided by the other banks. The following approaches are considered for the strategy:

a. Positioning

by Attribute

Attributes of the product are features, nature, color and etc. EXIM Bank Deposit Programmed are more quality based than the attributes of similar types of other products. As such ,it can be able to create its positioning by attributes. Because any private banks does not arrange this types of similar deposit programmed.

c. Positioning by Use
Customer consideration about the types and number of purposes the product will serve. EXIM Bank Deposit Programme will serve the saving purpose and to obtain loan against the same simultaneously, thus will able its positioning by use or application. By this programme, the customer will be more interested to get a big amount of money at end of the deposit scheme period ,if they maintain profitable deposit scheme among the other various deposit scheme of EXIM Bank Ltd. Because EXIM Bank Ltd starts EXIM Bank Deposit Programme which programme is not available in other private banks.

d. Positioning by Product User

The number of classes EXIM Bank Deposit Programme will serve relatively more due to its variety of range in according to the saving capacity of the customers. So, positioning by user will take place. Because in EXIM Bank Ltd offers many types of profitable deposit scheme which do not offer other private banks under the deposit programme.

Data Analysis
SWOT Analysis

SWOT Analysis

Internal Factors

External Factors

Strength

Weakness

Opportunity

Threat

SWOT Analysis is a strategic planning method used to evaluate the Strengths, Weaknesses, Opportunities, and Threats involved in a project or in a business venture. It involves specifying the objective of the business venture or project and identifying the internal and external factors that are favorable and unfavorable to achieving that objective.

Strengths: attributes of the person or company those are helpful to achieving the objective. Weaknesses: attributes of the person or company those are harmful to achieving the objective. Opportunities: external conditions those are helpful to achieving the objective. Threats: external conditions which could do damage to the objective

Strengths of EXIM Bank Limited

1. In recent years the EPS (Earning Per Share) of EXIM Bank Limited is increasing. 2. The number of branches of EXIM Bank Limited is 76 at this time. There are few private banks in Bangladesh which has such a network. 3. EXIM Bank Limited was established in 1999. But it is an old and experienced one. 4. It has more than many foreign correspondents world wide. 5. It has arrangement with many exchange houses by which any person from any country can send money. 6. Long positive public image. 7. Substantial deposit structure. 8. Skilled management group.

Weaknesses of EXIM Bank Limited

1. EXIM Bank Limited has not been introduced debit card Service to its clients whereas many private banks has done. 2. EXIM Bank Limited has not been become member of Automated Clearinghouse. 3. EXIM Bank Limited has lacking in Computer and Software technology. 4. Some old empolyees are not so much introduce with the morden technology. 5. EXIM Bank Limited does not provide credit card service to its clients. 6. Lack of creating awareness to the consumer.

Opportunities of EXIM Bank Limited

1. EXIM Bank Limited can introduce ATM Booths all over Bangladesh. 2. EXIM Bank Limited can diversify their product. 3. Focus on superior value proposition. 4. Expansion of branch network. 5. Expansion of T&D Program. 6. Expansion of R&D. 7. Introduction of One Stop Service.

8. Introduction of online Banking.

Threats of EXIM Bank Limited

1. Promising new banks are coming with lucrative products and services. 2. A group of professional banker in the market. 3. 3rd Generation Banks which have already been exist in the market. 4. Upcoming guidelines imposed by Bangladesh Bank. 5. Banks those provide banking service by agents and brokers.

Questionnaire Analysis
Marketing strategies of EXIM Bank Ltd. is higher standard rather than the other private banks of Banglsdesh. The most of the bank customers are no experienced about the banking marketing strategies. For this reason i have used the banker s as the respondent of my questionnaire. The questionnaire analysis of EXIM Bank Ltd on bankers about the marketing strategies of EXIM Bank Ltd using the five point likert scale: Particulars
Bank follows proper and effective marketing strategies Bank provides financial and non financial motivation Bank provide extra commission to their bankers for extra work Bankers are satisfied on their salary scale The marketing strategies of this bank is more standard rather than the other private banks. Bank uses any advertise Marketing officer regular monitoring the field

Mean 3.90 3.85 3.95 3.60 3.50

Standard Deviation 0.056 0.303 0.147 0.523

0.420

Respondents 100 100 100 100

100

3.55 3.70

0.291 0.340

100
100

workers Bank uses the positioning strategy Bank uses the product strategy Bank uses the target and segmentation strategies Average

3.50 3.90 3.70 3.715

0.478 0.09 0.264 0.2912

100

100 100

Using the five point likert scale i have prepare this questionnaire. I have given this questionnaire the employees of the EXIM Bank Ltd. Here, put-up ten questions. They fillip these ten questions, on the bases of these ten questions i have analysis the data. Here, first questions mean value is 3.90 and standard deviation value is 0.056 and respondent is 100 empolyees. 2nd questions mean value is 3.85 and standard deviation value is 0.303 and respondent is 100 empolyees.

3rd questions mean value is 3.95 and standard deviation value is 0.147 and respondent is 100 empolyees. 4th questions mean value is 3.60 and standard deviation value is 0.523 and respondent is 100 empolyees. 5th questions mean value is 3.50 and standard deviation value is 0.420 and respondent is 100 empolyees.6th questions mean value is 3.55 and standard deviation value is 0.291 and respondent is 100 empolyees. 7 th questions mean value is 3.70 and standard deviation value is 0.340 and respondent is 100 empolyees. 8th questions mean value is 3.50 and standard deviation value is 0.478 and respondent is 100 empolyees. 9th questions mean value is 3.90 and standard deviation value is 0.09 and respondent is 100 empolyees. 10th questions mean value is 3.70 and standard deviation value is 0.264 and respondent is 100 empolyees. All of these ten questions average mean value and standard value is 3.715 and 02912.

Findings, Recommendations and Conclusion

Findings

1. The success of consumer service programs depend upon the upgrade Generally employees of financial institutions are not interested to adjust with the policy changed responding the situation. 2. Information technology and computerized system. But most of the senior employees are not so much interested to cope with this technology and system. 3. The EXIM Bank Ltd does not use any advertisement for their marketing enhancement. 4. The EXIM Bank Ltd uses manual system to verify specific man signature of client it consumes a lot of time. 5. Many of the banks are now member of automated clearinghouse but EXIM Bank Ltd. is not yet because of lack of proper technology. 6. Debit Card and the ATM booths availability is another popular service for a certain segment of consumers. It is a matter of sorrow that EXIM Bank Ltd. cant provide this service yet. 7. lees experienced empolyees performing the marketing sector. 8. The number of branches is not cover the country.

Recommendations

EXIM Bank Limited is a successful and resourceful organization has been performing banking business in Bangladesh. If EXIM Bank Ltd. follows the guidelines it can be benefited more, I expect. 1. The bank should use proper marketing channel. 2. They should should Swiftly serve their customer. 3. They should appointed dynamic experienced marketing officer, who has marketing degree. 4. EXIM Bank Ltd. should follow cost minimization strategy in their branches in an effective and efficient point of view 5. The management of EXIM Bank Ltd. should be more serious in Recruitment & Selection process 6. They should increase the number of ATM booth in the country for the better service of their customers. 7. EXIM Bank Ltd. can arrange training session for attitude and behavior in a service oriented organization to develop its cash department employees attitude and behavior. 8. EXIM Bank Ltd. should follow cost minimization strategy in their branches in an effcetive and efficient point of view. 9. They should introduce the non stop service center. 10. They should increase their branch. Because their current number is not sufficient to provide better service to their customers.

Conclusion

Despite all the economic challenges and political crisis faced in previous years EXIM Bank Ltd. stood resolute in its firm commitment to financial growth. The objective of EXIM Bank Ltd. is geared towards the changing needs of its customers. The Bank is on a strong footing to impart tailored services. The focus of the Bank lies on its large clientele base and their expectation from the Bank. It is the aim and intension of EXIM Bank Ltd. to accelerate the trend of growth and development in advanced level, so as to reach a position where the Banks brand will be associated with being the leading provider of quality banking and financial services in the country. Modern Commercial Banking is an exacting business. Commercial banks are great monetary institutions, important to the general welfare of the economy more than any other financial institution. It has a vastly sobering and exacting responsibility. Today is not like yesterday and tomorrow will be different from today. Given the fast changing, dynamic global economy and the increasing pressure of globalization, l consolidation and disintermediation, it is essential that EXIM Bank Limited should make a reasonable change in its inanimate environment to serve its consumers in a more attractive and effective way that are sensitive to these changes. To improve the customer service programs further, EXIM Bank Limited should adopt some of the industry best practices that are not practiced currently.