Professional Documents
Culture Documents
Limited
I
Submitted by Group (E)
TANZEEL MAQBOOL 251
ZIA-UR-REHMAN 216
NAZIA 249
I
To My Mother And my beloved BAF.
T.N
To My Beloved Parents
S.S
To My Beloved Mother.
A.S
To My Beloved Parents.
Z.S
To My Beloved Father.
N.A
To My Beloved Parents
II
First of all thank to whom who is most merciful and kind to all of his creations without any discrimination
and who make us able to Prepare this report
We are proud on following personalities for being our friends and relatives that
guidance helps us in the preparation of this report
Mr. Musharaf Sidique; who provided us some useful articles related to our topic.
Mr. Rehan Khan; who provide us important information about the bank Al Habib. Mr.
Chohdree Asif; who provides us the martial related to our project.
III
ACKNOWLEDGEMENT
My sincere thanks to all those people who gave me their valuable time
and input by filling my questionnaires.
IV
Table of contents
Contents
Introduction & History.......................................................................................................................... 2
Habib Family's Business Units.......................................................................................................... 3
BANKING & FINANCE;................................................................................................................. 3
Departments:......................................................................................................................................13
2-Management function:....................................................................................................................15
External assessment:...........................................................................................................................22
Internal assessment..............................................................................................................................30
4.1- INTEGRATED MARKET COMMUNICATION:......................................................................47
CONCLUSION...................................................................................................................................56
SUGGESTION....................................................................................................................................58
Appendix.............................................................................................................................................59
BIBLIOGRAPHY...............................................................................................................................60
GLOSSARY.......................................................................................................................................61
INDEX................................................................................................................................................64
Management function..........................................................................................................................64
V
Synopsis
Introduction & history of Bank Al Habib; The Origin of what is now known as the Habib
Group of companies can be traced to Habib Email, and his association with the firm of Khoja
Mithabani Nathoo, a leading metals dealer established in Bombay in 1841. Habib joined the firm at
the age of 13 for a monthly salary of Rs. 5. Through his hard work and determination he became
partner at the age of 18 and also became the president of the Copper and Brass Merchants
Association.
Bank AL Habib was incorporated as a Public Limited Company in October 1991 and started its
operations in January 1992. It is a venture of the Habib Group, which owns 50% of the shares - 20 %
shares are owned bank AL Habib was incorporated as a Public Limited Company in October 1991
and started its operations by NIT and 30% are owned by the general public. The bank operates in the
private sector, with 30 branches in the major cities of Pakistan, and has its principle office at Karachi.
Planning
Organizing
Leading
Controlling
External assessment; external shows the external condition that is threat or opportunity for the business
SWOT analysis; SWOT Analysis is a strategic planning method used to evaluate the Strengths,
Weaknesses, Opportunities, and Threats involved in a project or in a business venture. It involves
specifying the objective of the business venture or project and identifying the internal and external
factors that are favorable and unfavorable to achieving that objective.
In which we check out the strength, weakness, opportunity and threats of the business.
PEST analysis; Economic factors; The Pakistan economy is more controlled economy, then one
where market forces reign supreme. Several key institutions are stated owned. Thus a discussion of
the economic forces that influence the private organization such as bank Al Habib cannot ignore the
substantial role played by the government in determining the state of the economy. The biggest
indicator of the heavy role enjoyed by the government was evidence when foreign currency accounts
(FCA’s) were frozen on the orders of the ministry of finance in the wake of explosion tests on may
31st 1998.
Social forces; a low saving culture has offset the huge population advantage this is enjoyed by
Pakistan. Also culture is dedicated by the religion, and in Pakistan a significant segment of the
population is loath to accept interest for their deposits due to the negative religious implications of
such an act.
Technological forces: Banks in the developed world have been turning to heavy IT investments,
which differentiate their products, provide response times, enhance accessibility and improve
VI
customer satisfaction. Though investing in state-of-the-art host banking solution (Fiserv, Kapiti, etc) ,
ATM and POS .
Internal assessment;
Marketing mix; in marketing mix define the products of the business briefly, pricing of the Bank AL
Habib, promotional activities of the Bank Al Habib and also the placement of the Bank Al Habib.
IMC; Bank Al Habib used the IMC for the promotion of their business in the market. They used the
print media as well as electronic media for the target segment of their customers
Conclusion; BANK Al Habib do well their operation of business. They met their budget effectively
and efficiently.
VII
Introduction:
Bank AL Habib was incorporated as a Public Limited Company in October 1991 and started its
operations in January 1992. It is a venture of the Habib Group, which owns 50% of the shares - 20 %
shares are owned bank AL Habib was incorporated as a Public Limited Company in October 1991
and started its operations by NIT and 30% are owned by the general public. The bank operates in the
private sector, with 30 branches in the major cities of Pakistan, and has its principle office at Karachi.
Authorization:
We have prepared this project on “Bank Al Habib” for management instructor Mr.
KASHIF AMMAR.
. Outline:
Firstly in this project we have given the introduction of Bank Al Habib then Management
of the organization, management function, internal assessment, external assessment, and
conclusion and at the end we give those some useful suggestions for improve the business of the
bank.
Problems:
In this project we are discussing the problems that are effect the company operational
strength with the help of the external and internal assessment.
Purpose:
ii. And secondary purpose is to check our decision making skills about the marketing of the
organization.
Scope:
In this report we are discussing only the management function and marketing plan of the
Bank Al Habib.
Methodology
For the purpose of making this project we have collected the data from internet,
interviews and books.
VIII
Sources:
Definition of terms
Limitations:
During the preparation of this report we faced following problems.
Lack of time
Loads shading
Lack of finance
IX
University of Sargodha (UOS), Sargodha 1
Introduction & History
1.1- Introduction of
Habib family
DAWOOD
HABIB
Habib and Sons was formed in the 1920’s to trade in cotton, copper, oil seeds, gold bullion and other
commodities and to act as a merchant bank. This in turn led to the formation in 1941 of Habib Bank
Ltd. Bombay, as a public limited company.
Habib sent his representative to Europe in 1912 and followed that up by establishing branch offices in
Genoa and Vienna. Simultaneously, he began business relationship with Japan and China importing
hosiery, yarn, glassware and cutlery and exporting cotton.
He started the firm "Habib & Sons" in 1921 and changed the family name to "Habib". His four sons
namely Ahmed Habib, Dawood Habib, Mohammed Ali Habib and Ghulam Ali Habib joined the
business. The firm expanded rapidly - banking remaining a core business.
This in turn led to the formation in 1941 of Habib Bank Ltd. Bombay, as a public limited company.
The bank was to become the flagship of the family’s industrial and commercial ventures. Prior to the
creation of Pakistan the bank moved its head office to Karachi and played a vital role in providing the
basic banking and financial needs of this new country.
A network of branches and training centers were established in former East and West Pakistan.
When all banks in Pakistan were nationalized in 1974, Habib Bank was one of the largest commercial
banks in South Asia with 875 branches in Pakistan and 44 branches overseas, including 20 in the
United Kingdom.
INSURANCE;
REA L ESTATE;
OTHER;
It is a scheduled bank principally engaged in the business of commercial banking with a network of
233 branches including a wholesale branch (in the Kingdom of Bahrain, a branch in Karachi Export
Processing Zone and four Islamic Banking branches. The Bank has invested in 66.67% shares of AL
Habib Capital Markets (Private) Limited.
The principal objective of the company is to engage in the business of equity, money market and
foreign exchange, brokerage, equity research and corporate financial advisory and consultancy
services. AL Habib Capital Markets (Private) Limited (the Company) was incorporated in Pakistan as
a (Private) Limited Company on 23 August 2005 under the Companies Ordinance, 1984 and started
operations from14 December 2005.AL Habib Financial Services Limited is a wholly owned
subsidiary of the Bank. The principal objective of the company is to engage in arranging / advising on
financial products and services. AL Habib Financial Services Limited was incorporated in Dubai on
05 March 2008.
Its commercial banking services also include acceptance and placement of funds in the interbank
market; purchase and sale of foreign currencies; trade information and research; remittances and
transfer of funds; purchase and sale of government securities; Sui gas bills collection; and MCB rupee
traveler.cheque.services.
VISION
“To be a quality financial service
provider maintaining the highest
standards in banking practices”
MISSION
“To be a strong and stable financial institution
offering innovative products and services while
contributing towards the National economic and
social development”
General Manager
Chief Manager
Senior Manager
MGR
Assistant Manager
Officer Grade I
Officer Grade II
Private
Type KSE: BAHL
LSE: BAHLTFC
Banking,
Industry Capital Markets,
Investment Banking
Employees 4000
Head office:
Main branch:
Branch Name: Main Branch
Customer services
Human resources department
Risk management
Audit department
Quality & services department
2.1- Planning:
Planning is;
Types of planning:
Informal;
In informal planning, their planning is not written down, short term focus and specific to an
organizational unit.
Formal;
In formal planning, their planning is written down, specific, long term focus and involves
shared goals for the organization.
Mission:
To be a strong and stable financial institution offering innovative products and services while
contributing towards the National economic and social development”
Strategies:
Types of strategies used by bank Al Habib; cost leadership strategy, differentiation strategy, focused
strategy and etc.
Plans:
Plans of bank Al Habib are short-term and long-term advances & deposits.
Programs:
Policies:
Policies of the bank Al Habib are profitability, by making profitable advances and customer’s
satisfaction by providing best services at an affordable cost.
Rules:
The rules are define the upper level management according to situation.
Budget:
2.2- Organizing:
Managers work in organization. But what is an organization?
An organization is an arrangement of the people to accomplish some specific purpose. Your colleges,
university, banks, governments departments are all organizations because they have three common
characteristics.
First; each organization has a distinct purpose. This purpose is typically expressed in terms of a goal
or set of goals that the organization hope to accomplish.
Second; each organization is composed of people. One person is working alone is not an organization
and it takes people to perform the work that’s necessary for the organization to achieve its goals.
Third; all organizations develop some deliberate structure so their members can do their work.
Purpose of organizing;
Divide work to be done into specific jobs and departments in bank Al Habib.
Assign tasks and responsibilities associated with individual jobs in bank Al Habib.
Coordinates diverse organizational tasks in Bank Al Habib.
Establish relationship among individuals, groups and departments in Bank Al Habib.
Types of organization;
2.3-Leadership:
“The process of influencing a group of people towards the achievement of pre selected goals is
called leadership”. & “The person who makes this process or who can influence others / group of
people and who has managerial authority is called a leader”.
The leaders of bank Al Habib have the following Traits & Skills in themselves.
Decision making
Risk taking and risk bearing
Stress taking & stress bearing
Communication power
Motivation power
Honesty
Strong vision
Interpersonal skills
Market forecasting skill
Consistency
Step forward
Discipline
Competitive skills
Types of leader:
Dictator
Democratic
Laissez-fair
Democratic leader:
The leaders, Bank Al Habib have, are the types of “Democratic. Because the major portion of
the bank is “decentralized”, that’s why the each leader has the complete power of decision making,
but they are working “collaboratively” in whole organization with each other. All leaders of bank are
involved in decision making, delegating their authorities to their higher qualified employees,
encouraged the participation of their employees in work and gives them opportunities of coaching in
well manners.
Motivation:
Motivation is the very important skill of the leader, without the motivation skill the leader does not
work effectively in the organization. Motivation of the employees to done the certain task and achieve
the organization goals is too much important in the organization for its operations.
2.4- Control:
Control is the process of monitoring activities to ensure that they are being accomplished as
planned and of correcting any significant deviation.
Importance of control;
Control is very much important because it is the final link in the management functions. It is
the only way mangers know whether organizational goals are being met and, it not, the reasons why.
The value of control function lies in its relation to planning, empowering employees, and protecting
work place.
In Bank Al Habib the importance of control can not be neglected because it’s a service base
organization and deals with finance. Every employee in this organization has direct of indirect
interaction with financial activities and finance play the key role in the progress of the bank. That’s
why there is significance importance of a good control over all the activities in the bank for
progressing on the right path.
Process of control:
A three-step process including measuring actual performance, comparing actual performance against a
standard and taking managerial action to correct deviation or inadequate standards
To determine what actual performance is managers must acquire the information about the actual
performance of the workers who are working in the organization and overall performance of the
organization.
In Bank Al Habib managers get prepared statistical and financial reports about the employees and
progress of the bank to see that where organization is going. In statistical reports there is all
mentioned about the progress of employees that which employee have achieve how much targets at
the end of the month which were given by their bosses.
The comparing performance determines the degree of variation between actual performance
and the standard performance.
Standards;
General standard;
Internal control system and all transaction and significant events must be clearly documented,
and the documentation readily available for examination.
Transaction and other significant events are to be without delay recorded and properly
classified.
Transactions and other significant events are to be authorized and executed only by
authorized persons.
Key duties and responsibilities in authorized and executed only by authorized persons.
Qualified and continued supervision is to be provided to ensure that internal control
objectives are achieved.
Access to resources and records is to be limited to authorized individuals and accountability
for custody and use of resources is assigned and maintained.
Managers are to; evaluate promptly findings and recommendations reported by reviewers.
Determine proper actions in response to findings and recommendations, and complete, within
established time frames, all actions that correct or otherwise resolve the matters brought to
management’s attention.
Corrective action in the organization corrects problem at once to get performance back on
track.
Management of Bank Al Habib revise the results from the comparison of the actual performance with
the standards and then takes the corrective actions to solve that particular problem to ensure the
achievement of targets in the organizations.
SWOT Analysis is a strategic planning method used to evaluate the Strengths, Weaknesses,
Opportunities, and Threats involved in a project or in a business venture. It involves specifying the
objective of the business venture or project and identifying the internal and external factors that are
favorable and unfavorable to achieving that objective.
a)-Strength:
b)-Weaknesses:
c) - Opportunities:
External conditions those are helpful to achieving the objective.
Bank Al Habib has an opportunity to merge with some other bank to increase the number of
its branches in Pakistan.
Attractive salary packages should be awarded.
Marketing department should be started in order to promote the name of Bank Al HAbib.
On the job training & coaching sessions can be conducted.
d)- Threats:
Threats that could affect Bank AL Habib in negative way are as follows:
Day by day competition is increasing not only of the expansion of the banks but also due to
the launching of the new bank in the market e.g. Barclays.
Circumstances of Pakistan are a great threat for the existence of the Bank Al Habib.
More and more banks are launching there operations in Pakistan which is increasing
competition for the Bank AL Habib.
The conventional banks those having high growth rate and high market share are always
being a threat.
Large business parties have fewer attractions in being a client of BAL-IBD, mainly because
of excessive amount of documentation.
Political forces;
The events in the last couple of years; the bomb blast of May 28 th 1998 and the subsequent
freezing of the FCA’s, the declaration that Riba is Un-Islamic, and a volatile political scenario that
saw the overthrow of the Nawaz Sharif regime, all contributed in highlighting the important role of
government in the local economy. The freezing of the FCA’s destroyed the confidence of foreign
depositors. Also, the declaration that Riba is against the Sharia, is likely to cause tremendous
uncertainty in the banking sector. After this Pakistan’s army totally holds on the government and push
back the economy. Stability under the new regime is also very important for the economy as a whole.
Continuous political changes have disrupted the policies and objectives as each regime brings with it
its own agenda. Organizations need time to adjust to one regime and then work with it towards
economic enhancement. Due the wrong policies of the government the talibanization also develop in
Economic factors;
The Pakistan economy is more controlled economy, then one where market forces reign
supreme. Several key institutions are stated owned. Thus a discussion of the economic forces that
influence the private organization such as bank Al Habib cannot ignore the substantial role played by
the government in determining the state of the economy. The biggest indicator of the heavy role
enjoyed by the government was evidence when foreign currency accounts (FCA’s) were frozen on the
orders of the ministry of finance in the wake of explosion tests on may 31 st 1998.
This and the recent efforts by the state bank to artificially lower the interest rates by revising the repo
rates downwards and encouraging lower bids for T-Bill, highlights the overwhelming role of the
government in the economy. Badla rates are a true indication of market rates at which financial
intuitions are willing to lend but the government, under the dictates of the IMF wants to artificially
lower the interest rates so as to provide investment liquidity within the economy.
General Musharaf period of government putt back the economy of the Pakistan due to the wrong
policies of the government for the economic growth in the Pakistan. Pakistan economy destroyed
badly in that 10 to 11 years of the government, and investors hesitated to invest in the Pakistan, and
also the load shading is another factor that effect the Pakistan economy badly.
This not the end of the story after this Pakistan’ economy face lot of problems like bomb attacks in
Pakistan no electricity and the unstable government, due to this the investor are not invest in the
Pakistan and the existing business men finish their business unit due to the loss.
Social forces:
A low saving culture has offset the huge population advantage this is enjoyed by Pakistan.
Also culture is dedicated by the religion, and in Pakistan a significant segment of the population is
loath to accept interest for their deposits due to the negative religious implications of such an act.
About 70% of Pakistan’s population is based on rural areas, thus making it harder for banks to
mobilize their deposits within these regions.
Habib group also started a school system in Karachi for the cherty purpose.
They give the funds to the poor person on the daily basis
Technological forces:
Banks in the developed world have been turning to heavy IT investments, which differentiate
their products, provide response times, enhance accessibility and improve customer satisfaction.
Though investing in state-of-the-art host banking solution (Fiserv, Kapiti, etc) , ATM and POS ( point
of sale) networks, visa, MasterCard, and Amex switches, smart cards, telebanking and now internet
banking are common IT investment in the developed world, it is now that these products and services
are gaining faster acceptance in Pakistan.
Porter’s model is based on the insight that a corporate strategy should meet the opportunities and
threats in the organizations external environment.
Product;
“Product” refers to goods and services you offer to your customers. Apart from the physical
product itself, there are elements associated with your product that customers may be attracted to.
Bank Al Habib have the various products which are given below in detail.
Consumer banking
Services
Investment
Islamic Banking
Commercial banking
Home remittances
Consumer banking;
i. Auto loan:
Decent homes are difficult to purchase in today’s ever changing world of real estate prices.
Safe and comfortable shelter is the prime necessity for each individual. So let bank Al Habib
with its home finance solution provide you with the means of buying, constructing your ideal
home.
Bank AL Habib will help you as our eligible customer to build the house of your dreams!
Eligibility Criteria
Pakistani National
- Salaried or Self Employed
- Minimum 23 to Maximum 60 Years Old
- Minimum Net Salary Rupees 20,000/=
v. Home improvement;
Services:
i. Online banking;
Bank AL Habib offers Online Banking Facility to its account holders at branches all over
Pakistan. Cash may be accepted at a branch for crediting accounts at another branch; Cheques
can be paid by a branch by debiting the customer’s account at another branch.
v. Telebanking;
AL Habib TeleBanking Service is a fully automated telephone banking service that brings
banking at your finger tips, giving you instant access to the information you need. Now you
can have access to your account… without going to the bank… 24 hours a day, 7 days a
week, 365 days a year - absolutely free!
The InterBank and IntraBank Funds Transfer “IBFT” is an electronic funds transfer “EFT”
facility added to the list of our existing ATM Card services. It is an automated solution for
bank to bank funds transfers which enable 1Link ATM Cardholders to avail real time funds
transfer facility from their account to any other account in Bank AL Habib (BAHL) or to any
3rd Party Account in BAHL or participating 1Link Switch Member Bank’s customer account
using their bank’s ATM.
Bank AL Habib Limited offers Funds Transfers in Pak Rupees (Inland Local Remittances) or
in Foreign Currencies, (Foreign Remittances) on request of customer.
It gives us great pleasure to inform our valued customers that Bank AL Habib has arranged
"Absolutely Free" Insurance Cover to our existing saving accountholders.
x. Cash management;
Investment:
Features;
Bank AL Habib offers Two Value Added Savings Accounts which are PLS Savings
Account and Monthly Profit Plan
Features;
This plan adds to the earning ability of your PLS Savings Account with Bank AL
Habib.
3. Treasurer’s call;
4. Growth certificates:
Bank AL Habib has now introduced “5 Years Growth Certificates” for its customers
which are for a longer tenor at very attractive rates. Receipts may be issued on PLS Term
Deposit Receipts clearly marked “5 Years Growth Certificates”.
Bank AL Habib has introduced Super Saving account to meet your needs.
In case of a joint account the Senior Citizen will be the primary account holder and other joint
account holders must be between 18 and 60 years of age.
Profit will be paid on the first working day of the next month
Up to 90% financing allowed against deposit..
The indicative return payable on "Senior Citizen's Account" deposit effective November 01,
2008 is 11% per annum.
Free ATM Card.
Islamic banking:
1. Deposit schemes;
Bank AL Habib Limited, Islamic Banking Branch, invites participation in the following
deposit schemes:
2. Islamic financing;
We also offer Islamic Finance for Individual / Traders / Industries, etc. These finances are offered in
the following forms:
Murabaha Finance
Ijarah Finance (Leasing)
Diminishing Musharakah Finance
3. Declaration of profit;
Commercial banking:
Home Remittance:
Pricing:
Products Mar 31, 2009 Dec 31, 2008 Sep 30, 2008 Jun 30, 2008
Treasurer’s call:
Growth certificates:
Home remittance:
MASHREQBANK PSC,
4 MSHQ US 33 70120054
NEW YORK
Placement:
The placement strategies of the bank Al Habib is very effective and strong. They have over
230 branches in the major cities of the Pakistan. The products and services are provided to the
consumers at the branches.
Promotion:
Promotion is the last p of the marketing mix. And the some marketers say that the most
important part of the marketing mix is promotion. Organizations are very care full about the
promotion of their products in the market; adopt the promotional strategies for the effective promotion
of their products.
Bank Al Habib uses the different strategies for the promotion of their products according to the
environment of the market for capturing the most of the customers in the market. Thety used
strategies such as;
Sales promotion
Introducing innovative products
Any organization is work on the some goals and objectives, and these goals and objective are depend
or based on the some pillars without these pillars the goals are not achieved. IMC is the most
important pillar out of these pillars. IMC is the combination of different marketing or promotional
tools that creates synergy effect inn the market.
Marketer used the IMC for creating the need and wants in the consumers mind. They have selected
the different media for the promotion of their products. They used the commonly print & electronic
media for the promotion of their products.
Electronic media:
Bank AL Habib used the two types of the electronic media in the market to for the target
consumers.
Radio;
Television;
Bank Al Habib used the television adds for the promotion of their product (younger’s savers
account) on the cartoon network channel. They select this channel for the target their segment
for their product in the market. Because this account is especially for the young age
generation, so they select this channel because the young generation is mostly focus on the
drama
Print media:
They are selected the print media more then the other media for the promotion of their
products, and they target their segment in the market. They are not used the both the media electronic
and media like other organization. They used print media for the capturing the higher class and also
target the middle class.
From the above information we are concluded that Bank Al Habib due very well in the market. They
used the good strategies for accomplish of the organization goals and objective. Bank Al Habib met
their budget in the year very effectively, increase the branches in Pakistan major cities, and increase
the ATM’s network. They used the strategy sales promotion for the promotion for the promotion of
their product in the market, introduced the new product in the market like younger’s savers account
and etc.
They used the frontal attack in the market for the promotion of their business in the market like other
banks in the Pakistan. They are politically strong because they have no account of that kind that is
effected by the politically instability in the country. They are too much aware in giving the credit
facility to the customer. Due to this the bad debts ratio of the bank is too much low 0.05%.
They are also due the work socially for the country for the promotion of the organization in the
Pakistan society. Bank Al Habib has the good position in liquidity because they have the C.A ratio
20% of total deposits.
Bank Al Habib is mostly emphasis on the financing and deposits that is the better for the effective
work of the organization. They are poor in the IT department but they are solving this problem in last
year by installing a new system of IT, and also train their employees hire the skilled employees for the
IT sector. By this performance of the IT sector of the Bank Al Habib is too much improved.
They do the well but there is still need to improve the business operations.
They should improve the marketing department for the promotion and the better result for the
organization
They should used the electronic media frequently for targeting the higher class of the
customers
They should sponsor the events in Pakistan and also in the world for the promotion of the
business.
Bank Al Habib should become quick to give loans and cards.
Make Easy procedure for applying for a credit card
Give more incentives like bonuses overtime pay etc.
Make strong Self Marketing Department.
We visit the Bank Al Habib and take interview and received the information about the
marketing and management of bank Al Habib.
We get the information from Mr. Rehan Khan who is working as an officer Grade-I
www.Google.com
www.Scribd.com
www.Wikipedia.com
www.Investopedia.com
www.Print media.com
TV adds
A
Accessible (a town accessible by rail", available)
Assurance (authority); Freedom from doubt; belief in yourself and your abilities
B
Bidding; An authoritative direction or instruction to do something
C
Corporate (corporate rates"; "corporate structure")
Conventional (conventional wisdom"; "she had strayed from the path of conventional behavior";
"conventional forms of address")
D
Deliberate; Carefully thought out in advance
E
Engaged; Having ones attention or mind or energy engaged
G
Guardian (A person who cares for persons or property)
I
Inadequate (poor, short, unequal)
Launching (The act of moving a newly built vessel into the water for the first time)
L
Levies (charge imposed and collected)
O
Origin; The place where something begins, where it springs into being
Optimize; make optimal; get the most out of; use best
R
Regime (The organization that is the governing authority of a political unit)
S
Subsequent (subsequent developments)
Vision statement: 6
Mission statement: 7
Board of directors: 8
COMPANY PROFILE: 10
Marketing mix: 28, 29, 30, 31, 32, 33, 34, 35, 36, 37, 38, 39, 40, 41, 42