a) Introduce your company and its products/services; capture interest.

Summary
First, I would like to thank the Strategic Planning Committee members for their commitment to
this planning process, for their patience and good humor, and for their fortitude in seeing it
through to the end. Zemen bank is a designed specifically for the ever growing, highly attractive
market; credit skills and technology innovation are the two main enablers of our strategy. It
began operating at the start of 2009 G.c and foundations of success are now firmly in place.
Strategic planning keeps an organization on track over time, and allows the organization to
respond to change while remaining faithful to their mission and vision. The process itself may
have as much value to the organization as the final plan, since so much can be learned from
surveying both the position of the organization and the state of the environment in which the
organization operates. Zemen Bank has joined the ranks of commercial banks that have
contracted external consultants to overhaul their management strategies. Zemen has hired Price
water house Coopers East Africa (PwC) to design a five-year strategic plan and a 10-year
strategic road map.
Strategic planning and management system that organizations use to achive the objectives:
 Develop the skills and competency of the employee in the finical sector
 Improve business the infrastructure and information technology systems
 Strong and diversified small business sector
 Effective and forceful auditing and monitoring system
 Established a specialized entity in deposit guarantee
 Effective and reliable channel for decision making process
 Contributing in developing capital market
In order to achieve strategic planning, the bank has adopted balanced scorecard. The balanced
scorecard (BSC) is a strategic planning and management system that organizations use to:
 Communicate what they are trying to accomplish
 Align the day-to-day work that everyone is doing with strategy
 Prioritize projects, products, and services
 Measure and monitor progress towards strategic targets
The Strategic Planning development Process
 BSC is selected as Strategy design tool
 Training to the Top Management and Experts has been given
 Establishment of a steering committee to coordinate and guide the SP dev’t (EMC)
 Continuous deliberation on each part of the draft document
 One day work-shop with all Directors and managers
 Presentation to the BoD for comment and approval
 Continuous awareness creation among all staffs
 Monitoring evaluation of results
Vision
The vision of Zemen Bank is to be "Ethiopia's Five Star Bank"
Mission Statement
1. To deliver our clients the most distinctive banking experience in Ethiopia through a mix
of local Know-how and world-class standards
2. To ensure for our staff an engaging, rewarding, and attractive work environment
alongside a best-in-industry compensation scheme
3. To provide our shareholders satisfactory returns on a sustainable basis
Core Values
 Customer-satisfaction
 Integrity
 Teamwork
 Innovation and Scaling up
 Employee-satisfaction
 Social Responsibility
Personal Banking

 Personal Saving
 Personal Checking
 Consumer Loan
 Certificate of Deposit

International Banking

 Import & Export

 International Wire Transfers
 Cheque Clearance Service
 Bank Guarantee
 Forex Service
 Non-Resident Accounts
 Profit Repatriations

Corporate Loans

 Equity Lines & Loans

 Term Loan
 Merchandise Loan
 PrivateEquity

Multi-Channel Banking
 Internet Banking
 ATM Banking
  Mobile Banking
 Doorstep Banking
Key Strategic Issues
 Resource Mobilization
 Capital Growth
 Optimal Utilization of IT
 Premise Acquisition and Asset Management
 Human Resource Management & Development
 Process Efficiency and Effectiveness
 Marketing & Promotion
 Risk Management and compliance
Strategic Themes & Results Operational Excellence
This is a strategy geared to excelling service delivery through the provision of efficient and
effective services at all levels. To enhance its current growth momentum to a higher level, and
needs to achieve a distinguished service excellence via instituting operational efficiency and by
providing differentiated products. Generally, the purpose of operational excellence is to imprint
the bank in the minds and hearts of the customers by meaningfully aligning its organization,
human resources, processes and technology resources towards the convenience of customers
Business Growth. The following key results are sought:
 Increased resource base (deposit + FCY),
 Availing new banking services in response to customers’ needs,
 Expanded service outreach,
 Creating competent staff, and
 Sustained gross profit

Prepare your strategic plan for the five years 2021–2025

Executive Summary
Advancement in technology has continuously impacted on how businesses operate in an
expanding and an ever increasing business environment (Nicoletti, 2013). Technology
continuously dictates that business should grow, shift and adapt for them to retain a competitive
edge in a rapidly business environment. Technology influences how employees are valued by the
organization, and how the organization conducts its business on a regular basis. Therefore, the
evolvement of technology demands that business should evolve as well for it to remain
competitive in the marketplace. An example of such technological innovation includes e-
banking. Various financial products and business process have been developed (Demirer, 2016).
Markets for the financial institution and retail clients have been increased as a result of
innovation. This has been improving and developing some of performance measurement systems
like ERP and CRM with the existing process of conducting business to achieve greater efficiency
(Willcocks, 2015).
To set up strategic planning for coming five years and due to achive
 Objectives and initiatives are not clearly articulated and properly cascaded.
 Lacks clear directions on monitoring and evaluation of performances on the stated
objectives;
 The strategy is not comprehensive enough to address all the required targets
and initiatives therein

Vision

"To be the preferred Bank to our chosen markets"

Mission

 To serve our customer with efficiency and courtesy.

 To contribute to the development of all our stakeholders
 To promote growth and stability of the economies we operate in.

Our Values

 Professionalism
 Integrity
 Team work
 Innovation
 Staff Development
 Customer Focused

Strategic Plan Need To Consider the Following Tactics

Use multiple marketing channels to reach desired audience
In today’s competitive climate, cannot assume that any single channel will take prospects
through the entire customer. The bank should be to identify the consumer and business personas
who can significantly help grow deposits, then develop a multi- channel strategy to reach them.
Once know who want to reach, integrated marketing strategies that include multiple touch points
from direct mail, video, website content, email, print, and digital ads can help you grow deposits
from existing customers and convert new customers to boost your bank’s deposits.
Use paid search marketing to your advantage : Paid search advertising offers a clear path to
presenting your services out to a highly- qualified audience.
Goal to increase deposits: Build ads for each deposit service
Use thoughtful geo-targeting: Specific targeting is key to driving qualified traffic and
conversions. If your targeting area is too broad, then you may wind up with a rapidly-
diminishing budget that is wasted by users who aren’t part of your target audience. If you have
multiple branches, it’s smart to target prospects within a small radius around each of your
locations.
Consider your competition: Keeping a watchful eye on your competitors is a standard practice
in search marketing. If you see ads for your local competitors in the search engines, take a look
at the services they’re promoting and how they differentiate. This can help you get an idea of
what their customers are interested in, and how they’re addressing those interests.
Leverage social advertising to target prospects and existing customers
Many financial products are designed to assist people throughout the various stages of their lives
higher education, relocation, purchasing a home, starting a family.
 Social advertising the use of ads on social media platforms like Facebook and LinkedIn
 Enables marketers to target these individuals with ads that address their changing
lifestyles and countless other demographics or behaviors. Social media platforms offer
powerful targeting tools that allow you to deliver highly
 Focused ads to a specific audience based on their interests and lifestyles. For example, a
Facebook campaign promoting business checking accounts can be delivered to business
owners or executives of a certain age group within five miles of your branch locations.
This targeting also allows you to create ads that are tailored to the needs of your specific
audiences. This makes the most of your ad spend by only showing your ads to individuals that
you’ve selected through targeting.
Create an effective mobile presence: If you do not already have a mobile app to offer your
clients, create a simple option that allows customers to perform basic functions like check
deposit, account overview, and funds transfer from their handheld device.
Deliver customer service that is both friendly and educational
There was a time when serving up a smile and a small gift was enough to gain new accounts.
Now your community bank is competing against larger banks as well as online-only financial
institutions for highly sought-after customers.
For example, busy people may not want to go through the hassle of switching their checking
account, so you don’t want to lead with checking account marketing strategies. However, a
competitive loan offer may entice the same personal or business customer. Once you establish a
good relationship with this one product, it’s easier to cross-sell other products such as that no-fee
checking. On that note, make teller outreach a core part of your internal marketing strategy.
Overall, don’t take any customer for granted..
Tell a (good) story: Effective story telling can yield serious results. Your target customers are
more likely to respond to a local bank that actively works to strengthen its community.
 Take the next step to increase deposit growth today
Which of these bank deposit marketing strategies will you use next? With a proactive plan that
capitalizes on your institution’s existing strengths, your FI can create winning strategies to
increase deposits and thrive in a new era banking.
marketing Tactics: The tactics of your plan are specific actions you take to implement the
strategy. This is when the advantage of setting up a strategy becomes clear: you can probably
think of 100 actions that will motivate people to contribute, but narrowing down these actions
will help you focus on those that create the highest value. Example of tactics:
 Welcome every new user
 Highlight the most interesting content on your homepage every month
 Build relationships with the top contributors
How to come up with tactics
The best way to choose the best tactics is to think of which situations provoke the necessary
emotions as listed in the strategy. Here’s an example: Emotion: ‘Ensure contact creators feel
respected and valued for their work’s. Possible tactics are:
 Show a list of top content creators in the platform.
 Let community members vote for the creator that creates the most interesting content.
 Interview members and ask them which content provides them with the most value in the
community (and by who) and why they appreciate it.

Strategic Implications of Banks Culture: The organizational culture requires consideration for
the company’s cultural factors in strategic management. For example,
 Leadership accountability makes the banking company’s strategies include measures and
metrics for monitoring strategic results and their links to leaders’ decisions.
 The cultural emphasis on team orientation requires management decisions to utilize
teams, such as in team-based strategies for marketing.
 to support the corporate culture’s empowerment of employees through diversity
Q2. Mission/Vision
A. Show existing mission and vision statements
The Company abides strictly by the laws and regulations of the jurisdiction where it operates,
and observes the guidelines and rules issued by regulatory authorities of the Federal Republic of
Ethiopia. It also keeps its corporate governance system under constant review to ensure that it is
in line with international and local best practices since the first day of operation October 2008.
Vision
The vision of Zemen Bank is to be "Ethiopia's Five Star Bank"
Mission Statement
  To deliver our clients the most distinctive banking experience in Ethiopia through a mix
of local Know-how and world-class standards
 To ensure for our staff an engaging, rewarding, and attractive work environment
alongside a best-in-industry compensation scheme
 To provide our shareholders satisfactory returns on a sustainable basis
B. why it is improved?
Zemen bank’s vision and mission combined offer a broad, overall sense of the organization’s
direction. To work toward achieving these overall aspirations, organizations also need to create
goals—narrower aims that should provide clear and tangible guidance to employees as they
perform their work on a daily basis. Strategic leaders need to ensure that their organizations have
three types of aims. A vision states what the organization aspires to become in the future. A
mission reflects the organization’s past and present by stating why the organization exists and
what role it plays in society. Goals are the more specific aims that organizations pursue to reach
their visions and missions. The best goals are SMART: specific, measurable, achievable,
realistic, and time-bound. An easy way to remember these dimensions is to combine the first
letter of each into one word: SMART
C. Compare your mission and vision to a leading competitor’s statements.
Buna International Bank S.C. has joined the Banking industry of Ethiopia following the
favorable economic developments witnessed in the country during the last decade and the
incessantly growing needs for Financial Services.
Vision Statement
“To become one of the top three commercial banks in Ethiopia by the Year 2030.”
Mission Statement
“To Provide Commercial Banking Services to enhance values of key stakeholders and win public
trust using professional employees and State-of-the-art technology”
D. How they support the strategies?
The mission and vision statements of a company help direct the organizational strategy. Both
provide purpose and goals, which are necessary elements of a strategy. They outline the audience
for the business, and what that audience finds important. Vision, mission, and values play a part
in the organizational strategy process. The basic building blocks of values such as honesty,
integrity, respect, and professional behavior is combined and developed into the mission
statement of what the organization is all about. Identifying the mission of the organization
identifies where the organization is and how it conducts business currently. Values provide the
guidance of how the organization will reach the ultimate goal or vision. Without strong and
defined values, a mission or vision is not possible because there are no individual steps to
provide guidance.
By formulating strong and ethical values that are the foundation and individual steps, a mission
can be stated. A mission or the current state of affairs for an organization as it is currently helps
employees and customers understand what the organization is all about. A mission assists the
organization move toward its vision or ultimate goal or objective of what the ultimate end should
look like when the organization achieves its mission. By identifying and understanding how
values, mission, and vision interact with one another, and organization can plan a well-designed
and successful strategic plan leading to competitive advantage.