Strategic Marketing Plan for Uttara Bank Ltd

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Prepared for
Dr. Razia Begum
Department of Marketing
University of Dhaka

Prepared by
Sohael S. Tasneem
ID: 40915035, Batch: 15th
EMBA Program
Department of Marketing
University of Dhaka


In the course requirement of Strategic Marketing Management, I have had to write an assignment and submitted to the Instructor. The title of my term paper is “STRATEGIC MARKETING PLAN FOR UTTARA BANK LIMITED". Dr. Razia Begum, Instructor of Strategic Marketing Management helped me much understand about the topic. She also gave me necessary instructions to write the assignment correctly. No necessary to say that without his helping hand, it would be impossible for me to write the term paper. I also give thanks to my classmates for helping me in many ways.

Sohael S. Tasneem
ID NO: 40915035
MBA (Evening), 15th Batch


123456| Executive SummaryAn Introduction to Uttara Bank LimitedMarket Situation & AnalysisMarket Target DescriptionMarketing Program Positioning StrategyObjectives, Strategies and ProgramConclusionBibliography| |


As a private commercial bank, Uttara Bank has not yet given up its monopolistic approach in banking business though a number of other commercial banks have entered into banking sector with the aim of faster services and automation in their services. As a result, the bank is losing its valuable customers. Recently, the management committee of the bank has undertaken several strategic measures to make the bank more customers centric. Important measures are quick and better customer service, recruiting talented employees and extensive promotional activities of the products and services. In further discussion, I will interpret the strategies and related aspects.


Uttara Bank is a private commercial bank of Bangladesh established in 1965. Its headquarter is situated at Motijheel in Dhaka.

Uttara Bank Limited, a leading commercial bank with 211 outlets strategically located in almost all the commercial areas throughout Bangladesh, overseas Exchange Houses and hundreds of overseas Correspondents, came into being in 1965 before the emergence of Bangladesh as an independent state.

Market Situation & Analysis
Situation Analysis (External Audit):
External Audit deals with Political, Economic, Social and Technological aspects of the environment where the organizations pursue its business. In the global financial crisis, Bangladesh has proved itself as one of the most stable economy in the world. The GDP growth rate of Bangladesh is 5.5% which is not satisfactory one but stable growth rate in GDP is a good indicator of stable and emerging economy. Political situation in Bangladesh is quite stable comparing to previous. Democratic government is running the country. Improvement in technological sectors is also noticeable. All the factors provide congenial environment to flourish banking business in Bangladesh.

Competitive Environment & Market Analysis:
The banking sector in Bangladesh comprises of four categories of scheduled banks. These are, nationalized commercial banks (NCBs), government owned development finance institutions (DFIs), private commercial banks (PCBs) and foreign commercial banks (FCBs). As of December 2004, total number of banks operating in Bangladesh remained unchanged at 49. These banks have a total number of 6,303 branches including 10 overseas branches. Structure of the banking sector with breakdown by type of banks is shown in Table 5.1. 5.2.

In 2004, the nationalized commercial banks (NCBs) held 39.6 percent of the total industry assets against 41.7 percent in 2003. Evidently, NCBs' domination in this area is showing a declining trend, while PCBs’ share rose to 43.5 percent in 2004 against...
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