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To inspire and empower people to do things differently and shape their

own path in life and business.

We look at the market with fresh eyes to find new opportunities, and
seek new ways of enabling our customers to succeed and advance the
world of finance.
Table of Content
1. Title Page ––––––––––––––––––––––––––––––––– 1
2. Introduction ––––––––––––––––––––––––––––––––– 2
(Vision And Mission)
3. Acknowledgment ––––––––––––––––––––––––––––––––– 4
4. Group Information ––––––––––––––––––––––––––––––––– 5
5. Executive Summary ––––––––––––––––––––––––––––––––– 6
6. About Bank Alfalah ––––––––––––––––––––––––––––––––– 8
7. Branch Working Model ––––––––––––––––––––––––––––––––– 7
7.1 Operation
7.2 Trade Finance
7.3 Credit
8. Product and services ––––––––––––––––––––––––––––––––– 9
8.1 Deposit Accounts
8.2 Loans
8.3 Credits Cards
8.4 Home Remittance
8.5 Bancassuranc
9. Business banking ––––––––––––––––––––––––––––––––– 10
10.Corporate and investment banking ––––––––––––––––––––––––––– 11
11.Branch less banking ––––––––––––––––––––––––––––––––– 11
12.Self-service banking ––––––––––––––––––––––––––––––––– 11
13.Competitive advantage ––––––––––––––––––––––––––––––––– 11
14.PESTEL analysis ––––––––––––––––––––––––––––––––– 12
Conclusion of PSTEL Analysis
15.SWOT Analysis ––––––––––––––––––––––––––––––––– 14
Conclusion of SWOT Analysis
3. Acknowledgment
Special thanks to “Syed Rizwan Raza Hamadani” (Manger Alfalah
bank limited Near Grain Market, Vehari Road, Multan) and their
staff for cooperate and shared their experience with us.
4. Group Information
Name Roll Number

 Muhammad Zohaib 01-18

 Waqas Akram 05-18

 Syed Ali Abbas 11-18

 Muhammad Bilal Latif (Leader) 14-18

 Muhammad Tabish 25-18

 Muhammad Azam 30-18

5. Executive Summary
Bank Alfalah is the fifth largest private Bank in Pakistan with a network of over
600 branches in more than 200 cities across Pakistan with an international presence
in Bangladesh, Afghanistan, Bahrain and a representative office in the UAE. The
Bank is owned and operated by the Abu Dhabi Group. The International Finance
Corporation (IFC) of the World Bank partnered with the Bank in 2014, and holds a
15 percent stake in Bank Alfalah.
Incorporated as a public limited company on 21st June, 1992, under the Companies
Ordinance, 1984, Bank Alfalah commenced banking operations from 1st
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.
JCR-VIS has assigned an entity rating of ‘AA+’ (double A plus) for the long-term
and ‘A1+’ (A one plus) for the short-term, with a stable outlook. PACRA has
assigned Bank Alfalah ‘AA+’ (double A plus) entity rating for the long-term and
‘A1+’ (A one plus) for the short-term, with a positive outlook. The Bank is listed
on the Pakistan Stock Exchange.
The Bank has 97.91 percent shareholding in Alfalah Securities (Private) Limited,
which is engaged in the business of stock brokerage, investment counseling and
fund placements. The Bank has 40.22 percent shareholding in Alfalah GHP
Investment Management Limited, which is registered as an Asset Management
Company and Investment Advisor under the Non-Banking Finance Companies
(Establishment and Regulation) Rule.
On the basis of above hierarchy there are three departments working in every branch. These can
be listed and elaborated as



• Account opening department
• Cash Department
• Clearing Department
• Remittances Department


This department enhances:
• Import
• Export
• Trade finance department also work for trade within country


Basic responsibilities of credit department:

 KYC (Know Your Customer)

 Industry profile of customer
 Personal visit
 If satisfied prepare basic documents for sanctioning loan
 Make analysis of collateral through their legal department. Loan is sanctioned 70 to 75%
of collateral.
 Make request to customer for opening account on his branch
 Sanction loan and transfer it in his account
8.Products and Services of Alfalah
Choose an account that suits your needs


 Alfalah Kamyab Karobar - Online Current Account
 Alfalah Kifayat Monthly Savings Account
 Alfalah Mahana Amdan Term Deposits
 Alfalah Current Account
 Alfalah Savings Account
 Alfalah Royal Profit Account
 Alfalah Basic Banking Account
 Alfalah Care Senior Citizen’s Savings Account
 Foreign Currency Current Account
 Foreign Currency Savings Account

 Alfalah Car Financing
 Alfalah Home Finance
 Alfalah Home Buyer
 Alfalah Home Improver
 Alfalah Home Start
 Alfalah Home BTF
 Alfalah Plot Purchase & Construct
8.3 Credit Cards
 Alfalah Platinum VISA Credit Card
 Alfalah Titanium MasterCard
 Alfalah VISA Gold
 Classic Credit Cards

8.4 Home Remittance

 Cash over Counter
 Cash over Account
 Pay Order/ Demand Draft
 Money Gram
• Education Plans
 Alfalah Qalam Education Plan
 Roshni Education Plan
• Marriage Plans
 Alfalah Bandhan Marriage Plan
 Rida Marriage Plan
• Retirement Plans
 Alfalah Sakoon Retirement Plan
 Sahara – Retirement Plan
• Capital Assured Plans
 Alfalah Yaqeen Savings Plan

Achieve your business goals faster
 Alfalah Karobar Finance
 Alfalah Quick Finance
 Lease Finance
 Alfalah Milkiat Finance
 Alfalah SME Toolkit
 Agri Loans
 Alfalah Paidawari Zarie Sahulat
 Alfalah Musalsal Zarie Sahulat
 Alfalah Tractor and Transport Zarie Sahulat
 Alfalah Machinery & Equipment Zarie Sahulat
 Alfalah Aabpaash Zarie Sahulat
 Alfalah Islah-e-Araazi Zarie Sahulat
 Alfalah Poultry Zarie Sahulat
 Alfalah Dairy & Livestock Zarie Sahulat
10. Corporate & Investment Banking

Sophisticated and innovative financial solution

 Working Capital Finance
 Capital Market Operations
 Investment Banking

11. Branchless Banking

Branchless convenience at outlets nationwide
 Mobile paisa
 G2P
 Watan card program
 Benazir income sport program

12. Self-service banking

Keep track of your transaction 24/7
 Alfalah VISA Debit/ATM Card
 SMS Alert Service
 E-statements

13. Comparative Advantage

Bank Alfalah has competitive advantage on other banks on the basis of different aspect which
can be listed as

 Human Resource
 Innovative programs like SME Tool kit
 Free consultation facility to customer
 Total quality management
 Lavish branches

PESTEL Analysis Stand for

P - Political

E - Economical Factor

S - Social /Cultural Factor

T - Technological Factor

E - Environmental Factor

L - Legal Factor

Political factors in any countries affect the organizations and institutions
greatly. If there is a stable political environment, the organizations flourish successfully but if
there is instability in political environment, then there is a bad effect on all institutions and
organizations. If we look Bank Alfalah with the aspect of political environment, there are some
rules made by the government to follow. A regulatory approval is necessary from the State Bank
of Pakistan in order to launch a bank. Furthermore there is a requirement of State Bank of
Pakistan that the paid up capital of Bank Alfalah should be Rs 10 billion by 2010, Rs 13 billion
till 2011 and Rs 23 billion by 2013.

As we know the economic conditions of the country at the current
is not so good, and there was a huge economic crisis recently which affected many banks. Bank
Alfalah should consider short term and long term issues concerning economy of the country. It is
obvious that with the current situation, Bank Alfalah like many other banks is being affected by
the challenges like inflation, unemployment and economic crisis.


Every country has its own social values and cultures. Bank
Alfalah is doing well by keeping in mind the cultural values of Pakistan. As we can see from its
advertisements that it reflects the true cultural and social values. And by doing this, Bank Alfalah
is attracting a great deal of customers. Because it is natural that when some organization takes
care of customer’s social and cultural values, then the customers are naturally attracted towards
that particular organization.
The technology plays a very important role in today’s
successful organization. Bank Alfalah is doing well in introducing technologies as and when
required by the Bank. Further it trains the employees to use those technologies. We continue to
invest in strengthening our technology front, so that we are equipped with a more robust,
competitive and value-added interface that meets the needs of our customers. We intend to
achieve faster turn-around-time, smoother online transactions and more efficient operations, all
leading to a better transactional environment for customers and employees.

The banking industry follows strict laws regarding privacy,
consumer laws, and trade structures to confirm frameworks within the industry. Such structures
are required for customers in the allocated country and for international users.

With the use of technology — particularly with mobile
banking apps — the use for paper is being reduced. Additionally, the need to drive directly to a
branch to handle affairs is minimized as well. Many issues are taken care of through mobile apps
and online banking services. Consumers can apply for credit cards online, buy cheques online,
and have many of their banking questions answered online or by phone. Thus, reducing
individual environmental footprints.

Conclusion of PESTEL Analysis

The banking industry is held accountable by the government. What and how they offer services
is determined by politics and current governmental laws. Additionally, banks are at the whim of
the economy — inflation rates can devastate banking prospects as it affects the value of
currency. Technology is helping consumers spend and save money with readily available apps
and online services. For many daily transactions, it isn’t required for users to visit their branch
anymore. This, in turn, saves the use of paper and gas spent from driving to and from banking
locations. Legally, banks regard consumer laws, trade agreements, and privacy laws. They also
must have top-notch cyber security with the growing use of technology with banking
15. SWOT Analysis
SWOT stand for
S - Strength
W - Weakness
O - Opportunities
T - Threats

 Bank Alfalah has moved rapidly in expanding branches network and Deposit base,
along with making profitable advances and increasing the range of products and
 Bank Alfalah developing and delivering the most innovative products manage
customer experience, deliver quality service that contribute brand strength,
establishes a comparative advantage and enhances profitability.
 In comparison to other banks Alfalah providing high excellence service like
home, car, Agri-financing.
 Modernize Banking system with highly integrated information system record kept
properly, online banking and integrated circuits.
 Salaries are very reasonable, so the employs are not financially disturbed and they
devote their selves fully to their work.
 Entertainment facilities are available for customers • Bank Alfalah is lending
more money than any other bank in Pakistan by providing least interest rates
 Bank Alfalah is offering two types of banking
1. Consumer banking
2. Islamic banking
 Alfalahs credit cards are globally accepted in more than 150 countries
 Bank makes less advertisement of its new products.
 Employees are over loaded with the work because of less number of employees.
 The bank’s Islamic Banking Department is very slow in introducing the new
services and technologies as the internet facility.
 The bank’s environment is supportive for the educated and rich persons but very
irritating for the uneducated and poor person that’s why these people hesitate in
dealing with the bank.
 Still less branch network compared to other banks.
 As a large firm it is not giving its staff a more benefits.

 Can extend its network to international framework
 Can extend number of branches in Pakistan
 Can grow its market fast
 Can take benefits from governments new policies towards *IT
 Because of huge capital can introduce new services and products
 Can provide ATM’s it all the cities other than branches
 Concentrate more on the growing sector of the market Islamic Banking
 Improve the communication software even further with the latest software

 Large number of competitors
 Huge competition because of large number of private banks
 Uncertainty in the country’s economic condition
 Growth of other competing Banks
Conclusion SWOT Analysis
SWOT analysis shows that Bank Alfalfa’s strengths are more than its weakness and it has a
chance of availing many opportunities.