Marketing Plan of Hybs Banks Product

Marketing Plan for ‘Golden Years’ Deposit Accounts
of

HYBS BANK LIMITED
(Assignment # 2)

by

Seefat Jahan

Name of the Faculty

Mr. Serajul Haque
Strategic Marketing

Contents
Strategic Situation Summary……………………………………………………………...3
1.   Introduction 4
1.2   Markete Targets & Objectives 4
1.3. Infrastructure and Delivery……………………………………………………...........5
1.4. Customer……………………………………………………………………………...5
2.   Market Analysis 5
    SWOT Analysis………………………………………………………………………..5
    2.1. Opportunities………………………………………………………………………6
    2.2. Threat……………………………………………………………………………...6
    2.3. Stregth……………………………………………………………………………..7
    2.4. Weaknesses 8
3   Fundamental Marketing Strategises……………………………………………………9
    3.1.   Supply Strategies……………….. ……………………………………………….9
    3.2.   Demand Strategies………………………………………………………………. 9
    3.3.   Positioning Strategies……………………………………………………………10
4.   Marketing Mix Strategies…………………………………………………………….10     4.1. Product Strategy 10
    4.2. Distribution Strategies 10
5. Promotion Strategy 10
    5.1. Personal Strategy 11
    5.2. Advertising……………………………………………………………………….11
    5.3. Public Relation 12
6.   Marketing Research 12
    6.1   Implementation & Coordination 13
    6.2. Control 14
7.   Sales & Forecast 14
8.   Contingency Plans 14
9.   Conclusion 15

Strategic Situation Summary

A review of the comparative figures of the local commercial banks as at fiscal year-end 2000 revealed that the HYBS Bank Ltd continues to hold the leading position in the industry with 34% of assets, 38% of loans and 35% of deposits. Its loans-to-deposits ratio at 76% is also at an acceptable level within the Central Bank’s guidelines of 75% to 85%. Despite its strong position, however, HYBS Bank Ltd could not achieve the level of profitability of its competitors. Our return on assets (RAO), for instance, was only 0.65% compared with the average industry return of 0.81%. Our research has shown that the poor result was... [continues]

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