You are on page 1of 8


Bank Alfalah Limited is the sixth largest Bank in Pakistan with a network of 648 branches
across 196 cities in the country. The Bank has an international presence in Afghanistan,
Bangladesh, and Bahrain with a representative office in the UAE. Bank Alfalah is owned and
operated by the Abu Dhabi Group. Incorporated as a public limited company on 21 June
1992 under the Companies Ordinance 1984, Bank Alfalah commenced banking operations
from 01 November 1997. The Bank provides financial solutions to consumers, corporations,
institutions and governments through a broad spectrum of products and services, including
corporate and investment banking, consumer banking and credit, securities brokerage,
commercial, SME, agri-finance, Islamic and asset financing.

Since its inception, as the new identity of H.C.E.B after the privatization in 1997, 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
revolutionary technology to have an extensive range of products and services.

This facilitates our commitment to a culture of innovation and seeks out synergies with
clients and service providers to ensure uninterrupted services to its customers. We perceive
the requirements of our customers and match them with quality products and service
solutions. During the past five years, we have emerged as one of the foremost financial
institution in the region endeavouring to meet the needs of tomorrow today
To inspire and empower people to do things differently and shape their own path in life and

Look at the market with fresh eyes to find new opportunities, seek new ways of enabling our
customers to succeed and advance the world of finance.

Objectives of Bank Alfalah:

Bank Alfalah also has certain goals and objectives which it is trying to achieve, through its
various strategies and operations. The goals and objectives are mentioned below:

To create an efficient system of banking in Pakistan.

Maintain high profits.
Expanding Islamic banking.
Delivering every service and product under one roof.
There are different types of business operating in the DHA market. Some of the followings

Tiles & Sanitary Showrooms

Local & International Restaurants
Automobiles Showrooms
Real Estate Brokerage Houses


Competitors should always be studied with great care, because competitors can greatly
influence an organization position by positioning your business to offer a unique mix of
options will be able to reach a different type of consumer. Bank Alfalah has a lot of
competitors in the same market such as:

National Bank Of Pakistan (NBP)

United Bank Limited (UBL)
Standard Chartered Bank
Allied Bank Limited
JS Bank
Dubai Islamic Bank
Sindh Bank
Silk Bank Limited

CUSTOMERS (Needs, Wants and Demands)

Banks today need a better mix of high tech and high-touch interactions to be able to satisfy
customers. Research on consumer banking preferences reveals that retail banks are facing
a sweeping transformation of customer habits, with younger customers migrating to online
and mobile banking while others demand more consultative services at the branch. The
widespread interest in more personalized services across all channels supports the view that
retail banks need to adapt quickly to meet evolving customer expectations. By implementing
a more efficient target operating model, banks can standardise and automate processes in
functions such as working capital management and account setup, improve customer
interface, and enable the use of data analytics to identify new and profitable customer
segments. This enables transactional services to be conducted through more efficient
channels while freeing up resources for consultative sales, leading to greater market share
and customer loyalty without increasing cost

Followings are customers some needs, wants and demands:

Hassle Free Banking

Strong Branchless Banking

Cash Availability any time during banking hours

Charges Free Banking

Financial Security

Branch Security

Interest Free Banking

Easy E-Banking Service


Followings are may be existing or potential customers of the Bank Alfalah DHA phase-8





Executive Salaried Persons

Retired Residence


Listed below are the various strategies that we developed under the light of SWOT Matrix.
The findings show a clear strategic decision for Bank Alfalah.

Our Easy Banking Service
Strong Customer Relationship

Our Products

Service Standards

Rebranding our Bank Image

Our Team Work

Inexperienced Staff

Backup Support from Support Units

IT Related Issues

Regaining Lost Potential Customers

Activations of Dormant Accounts

High Profile Residential

Commercial Area

Utility Customers

Fluctuations in Discount Rates

Presently Taxes Implications

Law & Order Situations



With the mission to provide full range of banking services to its customers, Bank Alfalah has
a uniquely defined list of financial products. Currently it is one of the most comprehensive
and detailed portfolios of personalized financial solutions that are tailored to serve the
requirements not only of conventional customers but also to fulfill the needs of the corporate

Bank Alfalah offers you a wide range of products which ensure your savings grow in
a way which protects your future. Following are the area in which Bank Alfalah is
providing services to the customers.

PKR Term Deposit

Alfalah Kamyab Karobar Current Account

Alfalah Asaan Account

Alfalah Kifayat Monthly saving Account

Alfalah Mahana Amdan Saving Account

Alfalah Current Account

Alfalah Saving Account

Alfalah Royal Profit Account

Alfalah Basic Banking Account

Alfalah Foreign Currency Account

Alfalah Care Senior Citizen Saving Account

Alfalah Merchant Line

Alfalah Karobar Finance

Alfalah Quick Finance

Lease Finance

Alfalah Milkiat Finance

Agriculture loans


Credit Cards

Auto Loans

Bank Alfalah is one of the most important, emerging and profitable bank in Pakistan which
is owned by the Abu Dahbi Group and is governed by His Highness Sheikh Nahayan
Mabarak AlNayayan
Bank Alfalah has aimed to provide the customers all those financial services which is
better for them and to become the leading bank of Pakistan. The mission of the bank is
complement and to the services which the bank is providing to the customers. Bank
Alfalah has a uniquely defined list of financial products