AN ACTIVITIES AND ROLES OF MANAGEMENT IN COMMERCIAL

BANKS: THE CASE OF DASHEN BANK

UNITY UNIVERSITY

COLLEGE OF BUSINESS & ECONOMICS

DEPARTMENT MANAGEMENT

MASTER BUSINESS ADMINISTRATION (MBA) PROGRAM:

INSTRUCTOR:
DATE OF SUBMISSION:

BY
NAME……………………………….. ID:

MARCH, 2022
ADDIS ABABA, ETHIOPIA

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 Table of Contents
1. Introduction..................................................................................................................................3

1.2. Introduction to Market Management Activities....................................................................5

1.3.1. The Marketing Management of the Bank.......................................................................7

1.3.2. The Marketing Information Management of the Bank..................................................8

1.3.4. Operational High light of Marketing Activities in Dashen Bank.................................11

1.4. Review of theoretical and practical situations....................................................................11

1.4.1. Marketing Management in Banks and other institutions..............................................11

1.5. Merits, demerits, deficiencies or strengths of the organization with marketing information
management...............................................................................................................................13

1.6. Conclusion and Recommendations.....................................................................................14

1.6.1. Conclusion.......................................................................................................................14

1.6.2. Recommendation.............................................................................................................15

REFERENCE.............................................................................................................................16

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1. Introduction
1.1. Company Background
Dashen Bank was founded by eleven visionary shareholders and veteran bankers with initial
capital of Birr 14.9 million in September 1995. Upon securing license from the National Bank of
Ethiopia, Dashen opened its doors for service on the 1st of January 1996 with eleven fully-
fledged branches. Dashen Bank coined its name from the highest peak in Ethiopia, mount
Dashen, and aspires to be ‘’Best in class Bank in Africa’’. The Bank aimed to be among the
leading banks in Africa and it will extend its reach across Africa both for competitive
benchmarking and business. Ras Dashen is Part of the Simien Mountains National Park, an
exotic setting with unique wildlife and breath-taking views on a landscape shaped by nature and
traditional agriculture. The Simien Mountains is home to endemic wild life including the Walia
Ibex, Simien Fox or Ethiopian Wolf and the Gelada Baboon. Dashen aspires to set new heights
in banking services through the delivery of unique value propositions second to none.

Figure 1: Dashen bank Logo

Dashen Bank head Headquarter is based in Addis Ababa, the Bank is among the biggest private
Banks in Ethiopia. Dashen is the most reputable brand in the domestic banking market; a
reputation earned Ethiopia. It operates through a network of more than 442 Branches, nine
dedicated Forex Bureaus, 389 ATMs and 1,283 plus Point-of-Sale (POS) terminals spread across
the length and breadth of the nation. Wherever business takes customers around the world,
Dashen Bank is already there.
The Bank also works in partnership with leading brands in the electronic payments industry
(AMEX, VISA, MasterCard &UnionPay) and prominent money transferOperators (Western
Union, MoneyGram, Express Money, Dahabshiil, EzRemit, Kahh, Transfast, and Ria, World
Remit).

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1.2. An Activities and role Management Activities in Dashen Bank
A bank is a financial institution which accepts deposits, pays interest on pre-defined rates, clears checks,
makes loans, and often acts as an intermediary in financial transactions. It also provides other financial
services to its customers. Bank management governs various concerns associated with bank in order to
maximize profits. The concerns broadly include liquidity management, asset management, liability
management and capital management (IMF, 2019)
According to Dashen Bank Annual Report (2020) the major strategic management conducted by the Bank
includes enhancing the implementation of Employee Performance Management System (PMS) to help
operating managers’ address “people problems” in getting works done and increase productivity.
Developing strategic workforce planning to predict possible challenges and opportunities in line to
available human resource or talent was another grand strategic endeavor during the fiscal year.
Introducing competency based assessments for enhanced screening of recruitment for increased
productivity and efficiency also introduced during the review period. Besides, a selected HR activity for
enhanced service delivery and efficient turnaround time has been automated. Moreover, the overall
organizational structure has been the other part of organization structure is Human resource the objective
is to proactively support the business demands by enhancing a major shift (transformation) in mind-set,
role, capabilities, and digital enablers. Keeping this in mind, 88 technical and developmental trainings
were given to 9,995 trainees during the year. Abroad exposure was created for the best performing branch
managers. During the reporting period, the Bank spent a total of Birr 31.6 million for people
development. In light of ensuring business continuity, succession planning and development of successors
is also commenced for positions that are considered as critical to the Bank. Moreover, the Talent
Acquisition Internal staff promotion plays a vital role in retaining qualified and talented
employees and keeping their expertise and experience within the Bank. As the Bank gives
priority to its internal employees, during the reporting period, 516 employees have been
promoted from internal source while a total of 191 employees have joined the Bank from the
labor market. Out of which 171 were recruited on permanent basis while 20 were contract
employees.

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 1.2.1. Organizational Structure of Dashen Bank
On the basis of different published document assessment, the bank is governed by boards of
Directors. The Board of Directors and its sub-committees, i.e., Strategy, Audit, Risk and Human
Resource executed their oversight duty as per their Charters. The Board closely oversaw and gave
directions on issues based on its mandate. These included approval of annual budget, quarterly
evaluation of performance progress reports, approval of various policies and strategic investments.
The Board also critically reviewed and endorsed quarterly it’s all sub-committees’ reports. Moreover,
the Board conducted semiannually its full Board and sub committees’ evaluation.The is
Organizational Structure has been represented by the following diagram;

S
Source: Dashen bank profile (2020)
The Bank considers risk management as one of its strategic pillars. During the fiscal year, risk
management took center stage of the operation through identifying potential risk areas, properly
measuring the likelihood and potential impacts, putting best-fit alternatives in place and
continuously monitoring materialized and potential risks. In this regard, the Bank is persistently
working on internalizing risk management practice across the organization through enhancing

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risk management process into the mainstream of the Bank’s culture. This has been done through
continuous. Awareness creation trainings, risk register, leading risk indicators as well as periodic
risk assessment reports on credit, financing, liquidity, market and operation.

1.3. Review of theoretical and practical situations

1.3.1.Managment Theories
Here are seven important management theories to be aware of:
1. Scientific management theory
Developed by Frederick Taylor focus on achieving maximum workplace efficiency by finding
the optimal way to complete a task was useful, it ignored the humanity of the individual. This
theory is not practiced much today in its purest form, but it demonstrated to leaders the
importance of workplace efficiency, the value of making sure team members received ample
training and the need for teamwork and cooperation between supervisors and employees.
2. Principles of administrative management theory: an executive and mining engineer, developed
this theory when he examined an organization through the perspective of the managers and
situations they might encounter. He believed that leaders had six main functions, to forecast,
plan, coordinate, command and control, and he developed principles that outlined how leaders
should organize and interact with their teams. The main principles with in this theories are:
 Initiative: This refers to the level of freedom employees should have to carry out their
responsibilities without being forced or ordered.
 Equity: This principle implies everyone in the organization should be treated equally and that
it should be an environment of kindness.
 Scalar chain: This principle says there should be a chain of supervisors from the top level of
management to the lower level and that communication generally flows from top to bottom. He
emphasized that there is no hard rule regarding the communication process through the chain of
command.

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 Remuneration of personnel: This principle refers to the assertion that there should be both
monetary and non-monetary remuneration based on performance levels to create a bond
between the employee and the organization.
 Unity of direction: This principle asserts that there should be only one manager per department
who is in charge of coordinating the group activity to attain a single goal.
 Discipline: According to this principle, employees should be respectful and obedient, and an
organization should outline rules and regulations that clarify rules, good supervision and a
reward-punishment system.
 Division of work: This principle asserts that the overall action of management should be
divided and that team members should be given responsibilities based on their skills and
interests to make them more effective and efficient.
 Authority and responsibility: According to this principle, there should be a balance between
authority the right to give commands and make decisions and responsibility the obligation of an
employee to perform the tasks.
3. Bureaucratic management theory: management theory focuses on structuring organizations in
a hierarchy so there are clear rules of governance. This theory has played a key role in
establishing standards and procedures that are at the core of most organizations today.
4. Human relations theory
This theory was developed by Elton Mayo, who conducted experiments designed to improve
productivity that laid the foundation for the human relations movement. His focus was on
changing working conditions like lighting, break times and the length of the workday. Every
change he tested was met with an improvement in performance.
5. Systems management theory
This theory asserts that businesses consist of multiple components that must work in harmony
for the larger system to function optimally. The organization‟s success, therefore, depends on
synergy, interdependence and interrelations between subsystems.
6. Contingency management theory: primary focus is that no one management approach works
for every organization. Fiedler suggested that a leader‟s traits were directly related to how
effectively they lead their team. He asserts that there are leadership traits that apply to every kind
of situation and that a leader must be flexible to adapt to a changing environment.

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7. Theory X and Y : concluded that two different styles of management are guided by their
perceptions of team member motivations. Managers who assume employees are apathetic
or dislike their work use theory X, which is authoritarian. Theory Y is used by managers who
believe employees are responsible, committed and self-motivated. This is a participative
management style that gives rise to a more collaborative work environment, whereas theory X
leads to micromanaging.

1.3.2. Management Practice of the Dashen Bank

In banking industries, management review is important issues for customers to determine the
products and services consumers and businesses need, which help them, develop pricing and
promotional strategies.

In the case of Dashen, . The Bank’s Management determines the policies and procedures for both
recurring fair value measurement, such as available-for-sale financial assets. For the purpose of
fair value disclosures, the Bank has determined classes of assets and liabilities on the basis of the
nature, characteristics and risks of the asset or liability and the level of the fair value hierarchy as
explained in the organization structures. Dashen is the most reputable brand in the domestic
banking market. Thus, this paper is formalized to assess marketing management activities the
case of Dashen bank.best reflects the way the business is managed and information is provided to
Management. The information considered by top managmnent includes: the stated policies and
objectives for the portfolio and the operation of those policies in practice. In particular, whether
Management’s strategy focuses on earning contractual interest revenue, maintaining a particular
interest rate profile, matching the duration of the financial assets to the duration of the liabilities
that are funding those assets or realising cash flows through the sale of the assets; • how the
performance of the portfolio is evaluated and reported to the Bank’s Management; • the risks that
affect the performance of the business model (and the financial assets hlely payments of
principal and interest • contingent events that would change the amount and timing of cash
flows;• leverage features; • the frequency, volume and timing of sales in prior periods, the
reasons for such sales and its expectations about future sales activity. However, information
about sales activity is not considered in isolation, but as part of an overall assessment of how the
Bank’s stated objective for managing the financial assets is achieved and how cash flows are

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realised. Financial assets that are held for trading or managed and whose performance is
evaluated on a fair value basis are measured at FVTPL because they are neither held to collect
contractual cash flows nor held both to collect contractual cash flows and to sell financial assets.
Financial assets are not reclassified subsequent to their initial recognition, except in the period
after the Bank changes its business model for managing financial assets. For assets and
liabilities that are recognised in the financial statements on a recurring basis, the Bank
determines whether transfers have occurred between Levels in the hierarchy by re-assessing
categorisation (based on the lowest level input that is significant to the fair value measurement
as a whole) at the end of each reporting period

1.4.Merits, demerits, deficiencies or strengths of the organization in Management Activities

In the case of Dashen bank, the strategic Marketing management plan has been effective
starting from July 1, 2017 to June30, 2018 has tried to address overall Corporate
Strategy and services as guide line for specific Marketing Programs. An assessment
of the current marketing condition facing the Dashen Bank, its product and service lines
has been pin pointed in brief. Despite the odds saw the sector, there are still untapped areas
with regard to banking service. Still a number of areas are under served to have the benefit of
this trust based service, banking at full scale. Yet, there a r e f a v o r a b l e t r e n d s w h e r e
i t i s b e l i e v e d t h a t c u s t o m e r n e e d a n d opportunities are not being satisfied and
where it can compete effectively. In fact, the country which anonymously noted with famine
and stayed for long in the quagmire of poverty is hastening to wake up from the years of deep
sleep. To capitalize on the growth, we, as a big Bank, need to spend some of our income
on effective promotion. Armed on the insights given above also, this marketing Plan has
included all pertinent costs to be incurred during the implementation of set out
strategies aimed to attain objectives drawn from overall corporate strategies of the
Bank. At his juncture, we understand the importance of tailoring our marketing strategy to

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meet the needs and demand trends of different market segments. As a result, our
new brand “primer branch and Interest free Banking also got a peculiar focus in this
Marketing Plan. Since Banks under competition are competing for the consumers
‘discretionary income or sharing wallets, coordinated marketing efforts a re pair
amount at this time to remain highly competitive in the industry. Having in mind this hard
fact, the marketing plan put its basis on four main tools of marketing
communications such as, Advertising, Sales promotion, Public Relations, and
Personal selling. The fifth one, direct marketing has obtain end l e s s c o n s i d e r a t i o n f o r
t h e f a c t t h a t t h e g r o u n d w o r k i s l e f t f o r f u t u r e undertakings of the Bank
Dashen Bank was established as per the intent of the new policy and the Ethiopian investment
code. It came into existence on September 20, 1995 according to the commercial code of
Ethiopia, 1960, and the licensing and supervision of banking business proclamation No. 84/1994.

The marketing Management system is a continuing and interacting structure of people,

equipment and procedures to gather, sort, analyses, evaluate, and distribute pertinent, timely and
accurate information for use by marketing decision makers to improve their marketing planning,
implementation, and control.
The highlight the importance and also the importance of the Marketing information management
on decision-making, along with defining the procedure of choices taken by the supervisors.
Nevertheless, the information is also beneficial for various kinds of companies, such as
government, development companies, academicians, and also researchers. The schedule of
prompt and also accurate information to all interested parties is as a result vital, whether it be
given by the public and private itself or by the different sector.Moreover, The case study
additionally intends to lay out the necessary requirements for the effective application of in
decision-making. Marketing information managements reveals that the roles for computer-based
assistance for creating advertising method present a genuine challenge to an individual computer
system-based strategies and technologies in a fast-changing atmosphere supplemented by extra
requirements connecting to worries the value of the interior database, market research and also
marketing intelligence requirements and their impact on organizational choice making success.
1.3. Practical Study of Market information Management in Dashen Bank

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The Marketing purpose of the banks as enshrined in its basic documents is to render commercial
banking activities both at the domestic and international spheres. On the basis of country The
economic policy introduced in November, 1991 caused the culmination of the command
economic heralding the establishment of a market oriented one. This policy change created
marketing opportunity and a conducive environment for the emergence of private financial
institutions aimed at the bringing a meaningful economic role in the development efforts of the
country. Dashen Bank was established as per the intent of the new policy and the Ethiopian
investment code. It came into existence on September 20, 1995 according to the commercial
code of Ethiopia, 1960, and the licensing and supervision of banking business proclamation No.
84/1994. The first founding members were 11 businessmen and professional that agreed to
combine their financial resources and expertise to form this new private bank. The rationale
behind its name, “Dashen Bank”

“Ras Dashen” is the highest mountain of Ethiopia. It is also the habitat of rare wild animals; the
Wali Ibex, the Gelada Baboon, and the Lammergeyer – the beautiful bone breaker eagle. These
unique characteristics of the mountain coincided with the interest of the founders of the Bank
and prompted them to adopt this great name and epitomize their aspiration. Rightly, reaching the
top of banking business in dynamic and competitive business environment symbolized the
highest peak, while the unique and efficient services the bank caters for the public through state -
of-the-art computer technology and carefully selected and trained man-power equated with the
rare wild animals. Today, indeed, reliability, efficiency and modernity are the hallmark and the
bank’s distinguishing features which make them synonymous with Dashen Bank as much as the
rare animals are synonymous with Ras-Dashen Mountain.
1.3.1. The Marketing Management of the Bank
The business purpose of the banks as enshrined in its basic documents is to render commercial
banking activities both at the domestic and international spheres.
Dashen has four shareholders who each hold shares, including the three brothers of the Ethio-
Saudi tycoon, Sheik Mohammed Al-Amoudi, and Nyala motors. None have made a move to
dilute their excess shares so far, according to sources who spoke to Fortune. Market orientation
is a business approach wherein the processes of product development and creation are focused on
satisfying the needs of consumers. It is a type of marketing orientation technique that designs

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products with qualities those consumers Types of Customers play a significant role in any
business. By better understanding the different types of customers, businesses can be better
equipped to develop want, which is completely different from the conventional marketing
approach. The better understanding of performance-increasing market share as an organizational
choice-making based upon advertising info system research study by investigating architectural
Operational marketing information systems amongst interior information base, market researches
well as marketing intelligence. This is lots of aspects is of one of the most essential elements of
the research study procedure. In many cases, nevertheless, the reason is that the information does
not get to the relevant decision-makers or is not readily obtainable. Usually, when the research
study is at first performed this presents much less of an issue, as those who appointed and paid
for the study want the outcomes. However, there may be other managers operating in various
nations who might make use of the searching for. In addition, there may be research study
studies conducted in the recent past that are relevant to issues currently dealing with a manager.
The remedy is to develop an international details system to help with dissemination as well as
use the information.
1.3.2. The Marketing Information Management of the Bank
A certain amount of marketing information systems is being organized all the time by companies as they
engage in their daily operations. Unfortunately, in many organizations, information isn’t shared very well
among departments. Even within departments, it can be a problem. For example, one group in a
marketing department might research a problem related to a brand, uncover certain findings that would be
useful to other brand managers, but never communicate them. A marketing information system (MIS) is a
way to manage the vast amount of information firms have on handle information marketing professionals
and managers need to make good decisions. Marketing information systems range from paper-based
systems to very sophisticated computer systems. Ideally, however, a marketing information system should
include the following components:

A system for recording internally generated data and reports

A system for collecting market intelligence on an ongoing basis

Marketing analytics software to help managers with their decision making

 A system for recording marketing research information

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As assessment Marketing information Management, the marketing system integrates data
collection, processing, analysis, and reporting for streamlining marketing activities using the four
primary techniques or components. The following is conceptual representation of Market
information Managements provided;

Analysis of Markting Information Management

Collected Allocation
Data Developing Information Informa of obtained
input data
tion Out put
from diffrent
sources
Strategic
Marketing Internal Marketing
inviroment reporting system Decisions
Research System
1.Markets
Control
2.Technology
Decisions
Marketing Marketing
3.Channels
intelegence Decision Support
4.Competitors system system Operational
5.Legal Issues Decisions
Decisions O.Marketing Communications

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Figure 1 : Analsis of operational marketing
The data available in the internal business records available in the various books of accounts on
the sales, cash flows, receivables, payables, stock, research, marketing personnel and cost is
recorded, analyzed, monitored, compared and communicated to the relevant departments
involved in decision making. A marketing research system is an advanced tool which studies the
perceived marketing issue or problem. It is done with the help of primary or secondary data
collected and presented in tabular format, to draw meaningful conclusions. It also provides
decision-makers with possible solutions and proposes multiple marketing opportunities.

As one can see from part of the above figure Types of Marketing Decisions.The marketing
information system have to follow is is all about making a correct decision by the marketing
personnel at the right time to serve the organizational objectives. Following are the three major
marketing decisions taken with the help of the marketing information system are Strategic
Decisions wich realte with higher-level managers make such decisions since these are related to
the organizational objectives, structure and policies which are crucial and affects the whole
organization. The other is the Control Decisions the operational marketing systemThese are the
fundamental managerial decisions which are taken as corrective actions (by middle-level
managers) in case of any deviation. In this case study, the invistigation identified consider what
challenges are being faced by today's marketerwich can help you to recognize and overcome
them. Demonstrating marketing's value, Lack of fundamental marketing
knowledge,understanding customer behavior, making digital strategic and Creating growth on a
budget Identify best practices in marketing measurement, accountability and analytics Clarify the
value of measuring marketing Create measurable marketing objectives Establish performance
targets Formulate a set of marketing measures that will serve as the foundation for your control
panel in the marketing operation.Further,Many marketing problems and opportunities can be
solved by gathering information from a company’s daily operations and analyzing it and Market
intelligence involves gathering information on a regular, ongoing basis to stay in touch with
what’s happening in the marketplace. when the case study always has actually been conducted,
the data collected as well as examined, the following action is to integrate this information into
monitoring choice making. For a study to be valuable, it must remain in a type that is quickly
recognized by supervisors and also available to all who could benefit from the findings. This is
lots of aspects is of one of the most essential elements of the research study procedure. All also

14
frequently, the research study is conducted and a variety of final thoughts or implications for
marketing strategy and techniques are drawn, and yet these are not acted upon.

1.3.3. Marketing Orientation in Market Management

Marketing orientation is the business approach that dictates all the processes within that
organization. It outlines how the company’s core offering is presented to its users and how the
marketing teams are empowered. Although marketing teams have a say in the marketing
strategies adopted, the marketing orientation is determined by the priorities of upper-level
management. The different types of marketing orientation are as follows: Service Sales
orientation, Market orientation, Production orientation, societal orientation Market orientation is
more of an approach to product design rather than promotion. it means that the priority is to
analyze the audience total addressable market (tam) total addressable market (tam), also referred
to as total available market, is the overall revenue opportunity that is available to a product or
service if and determine their needs instead of undertaking any promotional or sales activity. the
needs are kept in mind while developing and upgrading the product offering. a market-oriented
organization uses a customer-centered approach, which means that the most pressing concerns,
immediate needs, and personal preferences of the consumer base must be researched. The
strategy must be focused on values, culture, and other behavioral traits of the consumer base.
Thus, the development efforts of the organization are focused on characteristics that are most
widely demanded. This enables companies to adapt to different markets and enhance
competitiveness.
Finally, Market orientation is a marketing approach wherein the processes of product
development and creation are focused on satisfying the needs of consumers in the activities of
market management. Marketing orientation is the business approach that dictates all the
processes within that organization. It comes in several types: sales orientation, market
orientation, production orientation, and societal orientation. Market orientation offers several
advantages, including product differentiation and increased consumer satisfaction.
1.3.4. Operational High light of Marketing Activities in Dashen Bank
At the close of the reporting period, Dashen Bank’s aggregate deposits amounted Birr 53.4
billion. Compared to last year’s same period, the Bank achieved year-on-year growth of Birr 8.8
billion, or 20%. The record high performance had been supported by expanding market outreach,

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improvement in Customer orientation and relationship and banking business management, and
enhanced marketing activities. As regards to market expansion, the Bank opened ten full-fledged
branches (including one dedicated IFB branch) and two outlets in the capital and regional towns.
These new and already existing branches had been able to recruit 439 thousand deposit
customers, 222 thousand debit cardholders and 1.1 million Amole users, beside to retaining the
existing customers.

1.4. Review of theoretical and practical situations

1.4.1. Marketing Management in Banks and other institutions
Banks are financial institutions, which effectively mean the use for profit. Placing means prices
of certain services is useful for development, namely ensuring the existence of companies
concerned and for users of tools. Banks perform important activities, which are connected with
numerous partners, individuals, institutions, enterprises. Bank business is dependent on the
market situation. Market savers and market of consumers (and those who invest), are entirely
separate financial markets. Marketing examines the motives and needs, which are in settings in
saving drive, or for investment. Thanks to the results of such research activities is defined
marketing program (Shaip Bytyqi, 2010). Program on activities of marketing
Include the shares and how should be resolved the bank problems but also to bank customers. By
identifying the motives and needs of customers, the bank organizes placement of funds.
Placement of funds is done in support of marketing research results, because the relevant
information is able to take optimal decisions, without the obvious risks. The role of marketing in
banks is extended and focused in two ways: in its business and in particular bank in solving the
problems of clients, in efficient and effective manner. Concerning the realization of tendencies
to expand sales of bank services, is applied the strategy of market segment, which achieves the
homogeneity of the requirements of population groups. This way the elements of marketing mix
combine, to be brought in the function of the respective directions.
Banks are financial institutions, which effectively mean the use for profit. Placement of certain
assets prices of services is useful for development, namely ensuring the existence of companies
concerned and for users of tools. Banks important exercise is connected with numerous partners,
individuals, institutions, enterprises. Bank business is dependent on the market situation. Market
savers and market consumers (and those who invest), are entirely separate financial market.
Marketing examines the motives and needs, which are in settings in saving drive, or for
16
investment (consumption). Thanks to the results of such research activities defined marketing
program. Program activities include marketing the shares and should be resolved the bank
problems but problems of bank customers, by identifying the motives and needs of customers,
the bank organizes placement of funds. Placement of funds is done in support of marketing
research results, because the relevant information is able to take optimal decisions, without the
obvious risks.

1.5. Merits, demerits, deficiencies or strengths of the organization with

marketing information management
As the main advantages of the marketing information management might be related with the
challenges of collects, analyzes and keeps the organization aware of the daily updates. These
updates include external marketing environment, recent trends, and developments, transforming
customer needs, technological advancement, competitor’s strategy and market conditions. This
leads to prepare for the upcoming Dis advantages due to the plan for future business
opportunities.
Management's passivity can be due to lots of reasons, consisting of alternate analyses of the
outcomes, the obscurity of the findings, internal political considerations or outside affordable
elements. These are genuine reasons and also there is commonly not a clear and regular means to
obtain administration to act upon the info. In many cases, nevertheless, the reason is that the
information does not get to the relevant decision-makers or is not readily obtainable. Usually,
when the research study is at first performed this presents much less of an issue, as those who
appointed and paid for the study want the outcomes.
In marketing decision support system, various mathematical and economic tools (regression,
linear programming, optimization, statistics, time series analysis, etc.) are used to process,
analyze and convert the raw data to obtain useful marketing information to support the decision-
making activities. As further disadvantages, The information might be negatively influenced and
hacked by other companies due to negative competition in marketing system and it might be
corrupted difficult to restore in the case of removed unexpectedly.
The Bank marketing management is continued with enhancing IT as an enabler and business. In
ensuring system security, multi factor authentication has been further strengthened. POS
interoperability with Eth Switch has been successfully done. Strides have been continued in in-

17
house developing of solution for pressing internal business challenges. These include
engineering system, school fee collection solution, and fleet management solution.
As demerits of market information management of Dashen bank, technology remained the key in
overcoming the potential challenges imposed by Covid-19 by enhancing work from home,
facilitating online banking and ensuring online conference by interconnecting more than 450
management members. Risk Management and Compliance the Bank considers risk in marketing
management as one of its strategic pillars. During the fiscal year, risk management took center
stage of the operation through identifying
Potential risk areas, properly measuring the likelihood and potential impacts on marketing
activates to put alternatives in place and continuously monitoring materialized and potential
risks. In this regard, the Bank is persistently working on internalizing risk management practice
across the organization through enhancing risk management process into the mainstream of the
Bank’s culture. This has been done through continuous awareness creation trainings, risk
register, leading risk indicators as well as periodic risk assessment reports on credit, financing,
liquidity, marketing operation.
1.6. Conclusion and Recommendations
1.6.1. Conclusion
From all this analyses we can come to a conclusion that unsatisfied customers are clients in
marketing activities is the result of poor marketing management activities really are concerned
with the service provided by banks. They are customers who go and not be returned. Some will
complain, but research has shown that only 1 in 20 will actually complain to the bank.
Complaints should be taken seriously. Thus, a complaint may be meaning that 19 other
customers have had the same bad service but are not complaining. Unsatisfied customers will
also tell their family and friends. American research shows that unsatisfied customer will be
showing to the other eleven people. Not satisfied customers perceive the service. They take for
granted the work that will take it for what they paid. Concerning the fan customers, the bank
would like to have many clients’ admirers because these individuals:
In order to satisfy clients, staff should behave towards them so that customers will notice the
Difference and be like. Most banks are the same (products, services, location, payments, etc)
Bank should give an effort to be noticed by the client by showing itself as better and different
than other banks, on the contrary, the clients rather chose the other bank.

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 With the enhancing use of the Marketing management, businesses are coming to be more
thinking about the growth of a corporate-wide, integrated administration information system.
The objective of such a system is to bring all of the circulations of recorded information in the
whole company into a linked whole. Thus, it is really hoped that the supervisor's ability to
strategy as well as control the company's activities will certainly be enhanced. Such a system is
typically seen as a marked enhancement over existing treatments. As companies have actually
attempted to present such a system, exactly however before, a consensus seems to be expanding,
specifically amongst some computer suppliers, that an extra reasonable method is to start with
smaller systems, such as one in advertising, or in production. The human mind merely cannot
understand the entire market information management operation with effective clearness and
also information to allow it to be structured as well as modeled. However, there may be other
managers operating in various nations who might make use of the searching for. In addition,
there may be research study studies conducted in the recent past that are relevant to issues
currently dealing with a manager. The remedy is to develop an international details system to
help with dissemination as well as use the information.

1.6.2. Recommendation
On the basis of theorotical and conceptual case study,the following suggestion pinpointed to be
proposed:
 It is enhanced for Commercial Banks focusing on, improving marketing operations is becoming
more critical for digital marketing teams trying to get ahead.
 As successful marketing operations better than the experienced marketers and business owners of
today. is better for business to understandtheir customers, implementing customer data
properly, and measuring campaign performance
 Themarketing focuses on managing the technologies that the marketing team purchases, and
measuring marketing effectiveness across the board. It’s not just your marketing techniques, but
rather, it’s what goes on behind the scenes to make sure your campaigns reach their goals.
 The most important piece of improving your marketing operations is establishing
a project workflow between marketing and the rest of the organization.
 It is enhance to influences the effectiveness of the marketing information and the disparity in the
behavior of the lower management level staffs and the upper management level staffs.

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