INTERNSHIP PROPOSAL

ON
Marketing Mix Analysis of Shahjalal Islami Bank Limited on Motijheel
Branch.

December 14, 2013

Marketing Mix Analysis of Shahjalal Islami Bank Limited on Motijheel

Branch.

Supervised by:
Bulbul Ahamed
Assistant Professor
Department of Business Administration
Northern University Bangladesh

Submitted To:
Northern University Bangladesh

Prepared by:
Sabbir Ahammed
ID: BBA 090203121
Email: sabbir.ahammed.tushar@gmail.com
Department of Business Administration
Northern University Bangladesh

Students Signature

Supervisors Signature
2

Internship proposal
14.12.2013
Bulbul Ahamed
Assistant Professor
Faculty of Business Administration
Northern University Bangladesh

Subject:

Proposal of internship report on Marketing Mix Analysis of

Shahjalal Islami Bank Limited on Motijheel Branch.

Dear Sir,
With due respect, I am informing that, I am a student of Northern University Bangladesh of
BBA program. For the partial requirement of BBA program I want to do an internship work
under your kind supervision. The proposed topic for the Internship work is Marketing Mix
Analysis of Shahjalal Islami Bank Limited of Motijheel Branch.
In this circumstance, I pray and hope that you would be kind enough to allow me to do the
proposed internship work under your kind supervision.

Sincerely Yours
-----------------Sabbir Ahammed
ID: BBA090203121
Major in Marketing
Department of Business Administration
Northern University Bangladesh

Internship Proposal
3

On
Marketing Mix Analysis of Shahjalal Islami Bank Limited on Motijheel
Branch.

Introduction:
In achieving the target, effectively marketing tools are used to provide the products to the
customers. Marketing tools is known as marketing mix or 4ps.
The marketing mix is probably the most famous phrase in marketing. Marketing decisions
generally fall into the following four controllable categories:
Product
Price
Place (Distribution)
Promotion
Marketing mix is a framework, which acts as a guideline for marketers to implement a
marketing concept. It consists of a set of major decision are that a company needs to
manage in order to at least satisfy customer needs.
According to Kotler Armstrong, the marketing mix is a set of controllable tactical marketing
tools (product, price, place promotion) that the firm blends to produce the response it wants
in the target market The marketing mix consists of everything the firm can do to influence
the demand for its product.

Objective of the Study:

The report titled Marketing Mix Analysis of Shahjalal Islami Bank Ltd.. The objective
of the report will determine and evaluate of the bank as well as find better scope and

advantages for the potential and prospecting customer of the bank. The main purpose will be
familiar with the real world situation and practical experience in a business world.
For that reason I will have some objectives of my study. The study will mainly conduct with
following objective.
Broad Objective:
The main objective of the study will help me to complete my internship which is the partial
requirement for fulfilling the Bachelor of Business Administration Degree in Northern
University Bangladesh.

Specific Objectives:
The specific objectives of this study are as follows:
To analysis marketing mix of Shahjalal Islami Bank Limited.
To analysis customer satisfaction related to marketing mix of Shahjalal Islami Bank
Limited.
To identify the overall customer satisfaction.
To analysis the traditional 4ps
To analysis additional 3ps.

To recommend some measures for the development of bank services of Shahjalal

Islami Bank Limited

Methodology:
The over all process of methodology is given as following:
5

Type of the research:

This will be a Descriptive Research.

Sources of the report:

I will collect data from the two unique sources; one is primary sources and another is
secondary sources.

Primary:
The primary sources I am going to use the following sources:

Survey

Personal observation

Interviews

Secondary:
The secondary sources I will take help from

Website

Bank paper, report, journal etc.

Annual report

Other related research reports.

Data Collection Procedure:

Data Collection:
The method which will be followed for data collection is Survey and Monitoring and
communication study .For terming up the data and information collection through primary
and secondary sources I am going to use both qualitative and quantitative method.

Sampling plan:

Population:
All the employee and customer of Shahjalal Islami Bank Limited of Motijheel Branch.

Sample Size:
The total sample size of the study is 10 Employees and 10 customers of Motijheel Branch.

Data Analysis:
Collected data will be analyzed through descriptive statistical tools and Excel. After analysis,
they will be presented in tabular and graphical formed.

Scope of the report:

The basic scope of this study is to review the present marketing mix applies particularly to
the marketing. The study provides an idea to the marketers and can be used as tools to assist
them in pursuing their marketing objectives. The main reasons the marketing mix is a
powerful concept are it makes marketing seem easy to handle, allows the separation of
marketing from other activities of the firm and the delegation of marketing tasks to specialist;
and the components of the marketing mix can change a firms competitive position.
However, highlighted that the shortcomings of the 4Ps marketing mix framework, as the
pillars of the traditional marketing management have frequently become the target.

Limitation of the Study:

There were some problems while the prepared report. A wholehearted effort was applied to
make the report and to bring a reliable and fruitful result. In spite of having the wholehearted
effort, there exist some limitations, which acted as a barrier to the report.

The report has been conducted within a limited time frame.

Insufficiency of related data.

Three-month is not sufficient time to gain practical knowledge and prepare a report.

Lack of adequate information of banking institution for preparing this report. So this
report is based on publicly available information.

Lack of experience has also acted as constrains for the exploration of the topics.
There were some restrictions to have access to the information confidential by
concern authority.

Budget of the Report:

Financial Budget:
My per day maintenance cost 220 taka such as transportation cost and launce cost.
Total monthly cost 6600 taka.

Time Budget:
I have to study per day two hours for my internship report such as website browse and
read different type of marketing journal.

Gant Chart:
Task name

November (01 December

January (01

to 30)

to 31)

(01 to 31)

Internship
proposal
Designing
Questionnaire
Data collection
Data processing
Report writing
Final report
submission