Letter of Transmittal

June 26, 2022

Ms Manna Akter Lina

Assistant professor
Department of Business Administration
Dhaka City College, Dhaka

Subject: Submission of the Report.

Madam,

With due respect, we would like to inform you that, it is a great pleasure for me to submit
our report on ”Comparative Analysis of Marketing Strategy service of Standard Bank
limited” as it is a partial requirement to achieve BBA degree under the curriculum of
national university, Bangladesh.
To prepare the report, we have gathered what we believe to be the most complete
information available on Analysis and Marketing Strategy of Standard Bank Limited. The
experience we have gathered during this period will remain as an invaluable asset of
immense useful in my life. We have worked hard to prepare this report and we hope that
it will fulfil our degree requirement. We will always remain available for answering any
query regarding our report.

So, we pray and hope that we would be kind enough to accept our project report and
oblige thereby.
Sincerely yours
………………….
Ashfek Ahmed
ID No: 59, Section: A,
On behalf of The Gladiators
Batch: 21st, Session: 2018-2019

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 Acknowledgement

First of all, we express our deep gratitude to the Almighty God who invisibly helps us to
complete this project report. We also have to put our heartfelt respect and gratitude for
kindness and cooperation that was provided to us to complete our assigned report.

We express my gratitude and acclaim towards the Dhaka City College and to our
honourable Teacher, Assistance professor Manna Akter Lina, Department of Business
Administration, Dhaka City College for providing us such an opportunity. Her generous
guidance, supervision, endless inspiration, cooperation and valuable advice enabled us to
overcome all the quandaries that cropped up during the course of our project report
program and while preparing this report.

We also extend our deepest appreciation to all our faculty members of Department of
Business Administration, Dhaka City College for their individual contribution and
cooperation in advancing this report successfully.
Last of all we would like to convey our sincere thanks to all our batch mates and friends
who helped and inspired us to complete the project report.

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 Executive Summery

Now-a day banking sector is modernizing and expanding its hand in different financial
events every day. At the same time the banking process in becoming faster, easier and
wider. Standard Bank LTD is a third generation private bank in
Bangladesh. It started its operation in 1999. The company (Bank) operates financial
activities through its Head Office situated at Dhaka and 90 branches. SBL provides
Consumer Banking Products, such as-Brick by Brick Savings Scheme, Monthly Benefit
Plan, everyday plan, children’s education plan, consumer credit scheme best invest plan.
Beside these, Banking services of SBL include Online Banking service, SBL tele banking
services, SWIFT services, pay order, SBL SMS banking, Locker service, credit card
service, and bias electronic debit card service. Panthapath branch is the 2nd branch of SBL
which is the most profitable branch of SBL.

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 Table of Contents
Chapter List Contents Page Number
Letter of Transmittal i
Acknowledgement ii
Executive Summery iii
List of Tables & Figures iv
1.1 Introduction 1
1.2 Origin of the Report 2
1.3 Objectives of the Report 2
Chapter 1:
1.4 Scope of the Report 3
Introduction 1.5 Methodology 4
1.6 Limitations 5
2.1 History 6
2.2 Vision 7
2.3 Mission 7
Chapter 2:
2.4 Objectives 7
Bank 2.5: Core Values 7
Overview 2.6: Activities 8
2.7 Organizational Hierarchy of SBL 13
2.8 Strategic Priority 14
3.1: Analysis 15
3.2: SWOT Analysis 15
Chapter 3:
3.3: Marketing Strategy 16
Analysis
3.4 Comparative Analysis of Financial 17
& Performance of Standard Bank Limited
3.5 Graphical Presentation of Financial 18
Evolution Performance of Standard Bank Limited (BD
in Million)

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 Chapter 4: 4.1 Findings: 19
Findings,
4.2 Recommendations 20
Recommendations
&
4.3 Conclusion 21
Conclusion
Bibliography 22

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 Acronyms Abbreviations

LTD - Limited Liability

UK - UNITED KINGDOM
SME - small-to-medium enterprise
ATM - Automated Tailer Machine
EVA - Economic Value Added
SBL - Standard Bank Limited
CIS - Commonwealth of Independent States
MTDR- Mudaraba Term Deposit Receipt
SMS – Short Message Service
VISA - Visitors International Stay Admission
EMI - Equated Monthly Instalment
NGO - Non-governmental Organization
FDR - Fixed Deposit Receipt
L/c - Letter Of Credit
W/C - Working Capital

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 List of Table and Figure
Serial No. Tables & Figures Page Number

2.1 Organizational Hierarchy of SBL 13

3.1 Comparative Analysis of Financial Performance 17

of SBL
3.2 Graphical Presentation of Financial 18
Performance of SBL