anwar securities ltd

Marketing AnalysisOn

Anwar Securities Ltd.

Prepared for

Mr. Shamim Ehsanul HaqueLecturer

Prepared by

Md. Imran HossainBBA

ID # 04304042

BBSBRAC University

25 October 2009

1

Table of Contents

Title Page No.

Introduction-----------------------------------------------------------------------------------1

Company Profile (Back Ground of the company) ----------------------------- ------- 2

Objectives and Goal of the company ---------------------------------------------------- 3

Objectives of the project -------------------------------------------------- -----------------4

Methodology & Limitations -------------------------------------------------------------- 5

Literature Review ----------------------------------------------------------------------- --6-8

Management Hierarchy ---------------------------------------------------------------- ---9

Brand Loyalty-------------------------------------------------------------------------------10

Analyzing consumer markets and buyer behavior------------------------------- ---11-15

Buying Roles of customers------------------------------------------------------------- 15-18

Target market & Positioning --------------------------------------------------------------19

Promotion - --------------------------------------------------------------------------- ------20

4p Analysis -------------------------------------------------------------------------- ----21-24

SWOT Analysis-------------------------------------------------------------------- ----25-26

BCG Matrix ----------------------------------------------------------------------- ----------27

Competitor Analysis--------------------------------------------------------------------28-31

Environmental Analysis ----------------------------------------------------------------32-36

Customer Analysis----------------------------------------------------------------------36-37

Industry Analysis-------------------------------------------------------------------- ---38-42

Customer satisfaction---------------------------------------------------------------- ---43-51

Internship Position--------------------------------------------------------------------------52

Findings of the study--------------------------------------------------------- -----------53-55

Recommendation-------------------------------------------------------------------------55-56

Conclusion------------------------------------------------------------------------------------57

References ----------------------------------------------------------------------------- ------58

Appendix------------------------------------------------------------------------------ -----59-61

2

Transmittal Message

October 25, 2009

Shamim Ehasanul Hoq

Lecturer

BRAC Business School

Subject: Letter of Transmittal

Dear Sir,

With great pleasure we submit our marketing report on customer satisfaction and

marketing analysis of “ANWAR SECURITIES LTD” that you have assigned to us as an

important requirement of my internship course. I have found the study to be quite

interesting, beneficial & insightful. I have tried my level best to prepare an effective &

creditable report.

The report contains a detailed study on marketing mix activities, customer satisfaction &

a look at how it is done in the practical world. Here we have gathered information

through different sources such as websites and actual interviews from customers of

“ANWAR SECURITIES LTD”.

I honestly hope that my analysis will help to give idea of marketing mix of a business in

the real world and also customer satisfaction. I hope you will find this report worth all the

labor we have put in it.

I welcome your entire query & take pride to answer them.

Yours sincerely,

3

MD. IMRAN HOSSAIN – 04304042

Acknowledgement:Acknowledgement:

Let us begin our acknowledgement by thanking our course teacher Shamim Ehsanul Hoq

for providing suggestions for making this Final Report. On the design of this report, I

again want to thank my course teacher Shamim Ehsanul Hoq for providing the format

and make us able to understand about the format. And the most precious thing was the

interview with the one of the member Sanowar of “ANWAR SECURITIES LTD.” So

warm thanks to him for supporting me and give me adequate amount of data. .

4

Introduction:

Today’s share market industry is remote advanced compare to the share market industry

used before. Its achievement mainly depends on promotional as well as supplementary

activities related to that. Modern marketing calls for more than developing a good

product, pricing it attractively, and making it accessible. Companies must also

communicate with present and potential stakeholders, and the general public. Every

company is inevitably cast into the role of communicator and promoter. For most

companies, the question is not whether to communicate but rather what to say, to whom,

and how often.

Today’s market is incredibly spirited and promotion has a gigantic part to play so as to

sustain competitive advantage with other broker house companies. On behalf of

promotion, companies contemplate advertisement, competitive advantage, and strategies

to compete with their competitors, sales force, sales promotion as well as public relations.

On the whole, our report is focused on the effectual marketing mix of one of broker

house company in Bangladesh and it is ANWAR SECURITIES LTD.

5

Background of the company:

ANWAR SECURITIES LTD is one of the leading Brokerage Houses of Bangladesh. The

company has been registered with Dhaka Stock Exchange in the year 1995. Inception, it

has been playing a vital role in the trade of securities to help build up a healthy capital

market in the country. It is a private limited company, liabilities of which is limited by

shares of the directors. The company has also been a member of the Central Depository

Bangladesh Limited(CDBL) to facilitate electronic settlement of shares traded by the

customers.

ANWAR SECURITIES LTD originally offered a share buy sale service in a financial

market , which created a lot of enthusiasm among the users of its friendly service. It

became the well broker to reach the large number of customers .Now ANWAR

SECURITIES LTD is one of the largest broker house in private sector investments by

holding a large number of customers in the country.

From the very beginning, ANWAR SECURITIES LTD placed emphasis on providing

good services. In recent years, the focus has been to provide more flexible service within

a short distance from where the customers live. There are now in Dhaka two office in

Palton, one office in Uttara, one office in Dhanmondi, Uttara and Head Office in

Motijheel. ANWAR SECURITIES LTD Service Desks across the country covering

nearly in Chittagong and of one district in Feni. In addition, ANWAR SECURITIES

LTD Customers who live in abroad and they also can open account in ANWAR

SECURITIES LTD by contacting in Phone ,Fax and E-mail .The company is planning to

open another new branch in Uttara. ANWAR SECURITIES LTD. has generated direct

and indirect employment for a large number of people over the years. The company

presently has more than 90 full, part-time and contractual employees. ANWAR

SECURITIES LTD considers its employees to be one of its most important assets.

ANWAR SECURITIES LTD has an extensive employee benefit scheme in place

including Gratuity, Provident Fund, Group Insurance, Transportation Facility, and

other initiatives.

6

Objective

The objective of the companuy is to give advice to its customers mainly on two aspects of

trade of securities viz. Investment and trade. Investment may be for long or short time

while trade means daily trading in specified places of brokerage house through ON-LINE

(WAN) system. In the prevailing situation of volatile market the trading of securities

may seem to be somewhat uncertain and risky as well on the part of the customers. In that

cntext , the company’s responsibility is to handle the trade by honest counseling to its

customers. The main objective is therefore to at least avert colossal loss likely to be

sustained by its customers in order to protet their interest.

Goal

The company is committed to extend sincere services to its clients in cost-effective way.

The main objective is to build up a healthy capital market in the country by way of

creating a competitive and congenial environment. The investors and traders have a great

role to play in this regard company has the responsibility to motivate and educate them

accordingly. The cliental base of the company has been quite large and growing. Since its

inception, company had to pass long time through crossing a very hurdle path to reach

this stage. The company also feels it obligated to extend all possible services and

assistance to its valued clients in days ahead. With that end in view. Company has

undertaken a program of extension of its branches to far-flung areas of the country to

7

reach its service at the doorsteps of the customers. The company’s objective is also to

boost up a sound and healthy stock market.

Executive summary:

ANWAR SECURITIES LTD is one of the fastest growing broker house company in

Bangladesh with more than 30,000 customers as of October 13, 2009. It is also doing 14

years broker house business in Bangladesh. At the end of October 13, 2009, it had about 7

offices around the country with plans to add new branches all the cities in next few years.

ANWAR SECURITIES LTD stated goal is to provide cost-effective and quality broker

house services in Bangladesh. has actually selected appropriate marketing strategy and

that is the vital reason of their success in broker house business in capital market in

Dhaka and Chittagong Stock Exchange. Price, product, place and promotion are the basic

elements of marketing mix. This entire feature should be used to achieve the desired goal

in the target market. ANWAR SECURITIES LTD has already achieved the leading first

position among medium and small investors the share market industry in Bangladesh due

to proper marketing mix strategy. Today, the entrepreneur of ANWAR SECURITIES

LTD are concerned about competitiveness, globalization, falling trade barriers,

computerization, automation, ethical behavior, and work force diversity and total quality

marketing strategy. Customers interest has increased more market has become more

competitive. So, ANWAR SECURITIES LTD is now giving more emphasis on customer

satisfaction through following efficient marketing mix. In addition, their prime motive is

to hold the leading position in the share market as a reputed broker house in Bangladesh.

To achieve the goal they go for competitive pricing policy, bringing variation in services,

intensive distribution, wide promotional activities, greater customer care facilities,

attractive value added service (VAS) etc. However one of their weak points is that due to

providing the best branch service and other facilities the price of product and the B.O

charge is little bit higher in future than other broker houses. They are trying to reach the

every possible customers by reducing the B.O charges, giving attractive advertising,

keeping good relation through sponsoring, patronizing; and through other promotional

activities.

8

Objectives of the project:

Our main objective is to represent the marketing activities, strategies and customer

satisfaction of “ANWAR SECURITIES LTD”. The objectives of our project are below:

To get knowledge about marketing sector of “ANWAR”.

To identify the effect of marketing activities and customer satisfaction in the

target market.

To know about the strategies “ANWAR” adopt to compete with their competitors.

To know about 4Ps of Marketing Mix.

To convert our academic knowledge on Marketing Activities to practical

experience.

Methodology:

We collected the necessary information from following medium:

1. Interview

2. Questionnaire

3. Browsing websites

We use several data gathering tools for our term paper on marketing mix of “HATIL”.

We visited the ANWAR office at Motijheel. We took an interview with one of their

marketing managers.

9

Moreover, we prepared a Questionnaire consists of 15 questions. While interviewing with

marketing manager we asked question and tried to get enough feedback so, we can

understand their whole marketing activities.

In addition, we browsed a lot of web sights related with the marketing process of

“ANWAR”. We gathered some information from webs.

Limitations:

Although I didn’t get enough chance to complete the report, but I tried my best to enrich

and complete this report with a lot of limitation:

Unfortunately I did not get much help from the company I worked with on

account of their rashness, but eventually I am thankful to them for their all

over help.

And surely time was bit limited.

10

Literature Review

Customer Satisfaction

Customer satisfaction, a business term, is a measure of how products and services

supplied by a company meet or surpass customer expectation. It is seen as a key

performance indicator within business and is part of the four perspectives of a Balanced

Scorecard. In a competitive marketplace where businesses compete for customers,

customer satisfaction is seen as a key differentiator and increasingly has become a key

element of business strategy. There is a substantial body of empirical literature that

establishes the benefits of customer satisfaction for firms.

Measuring customer satisfaction

Organizations are increasingly interested in retaining existing customers while targeting

non-customers; measuring customer satisfaction provides an indication of how successful

the organization is at providing products and/or services to the marketplace.Customer

satisfaction is an ambiguous and abstract concept and the actual manifestation of the state

of satisfaction will vary from person to person and product/service to product/service.

The state of satisfaction depends on a number of both psychological and physical

variables which correlate with satisfaction behaviors such as return and recommend rate.

The level of satisfaction can also vary depending on other options the customer may have

and other products against which the customer can compare the organization's products.

Because satisfaction is basically a psychological state, care should be taken in the effort

of quantitative measurement, although a large quantity of research in this area has

recently been developed. Work done by Berry (Bart Allen) and Brodeur between 1990

and 1998 defined ten 'Quality Values' which influence satisfaction behavior, further

expanded by Berry in 2002 and known as the ten domains of satisfaction. These ten

11

http://en.wikipedia.org/wiki/Satisfaction

http://en.wikipedia.org/wiki/Balanced_Scorecard

http://en.wikipedia.org/wiki/Balanced_Scorecard

http://en.wikipedia.org/wiki/Technical_term

http://en.wikipedia.org/wiki/Business

domains of satisfaction include: Quality, Value, Timeliness, Efficiency, Ease of Access,

Environment, Inter-departmental Teamwork, Front line Service Behaviors, Commitment

to the Customer and Innovation. These factors are emphasized for continuous

improvement and organizational change measurement and are most often utilized to

develop the architecture for satisfaction measurement as an integrated model. Work done

by Parasuraman, Zeithaml and Berry (Leonard L) between 1985 and 1988 provides the

basis for the measurement of customer satisfaction with a service by using the gap

between the customer's expectation of performance and their perceived experience of

performance. This provides the measurer with a satisfaction "gap" which is objective and

quantitative in nature. Work done by Cronin and Taylor propose the

"confirmation/disconfirmation" theory of combining the "gap" described by Parasuraman,

Zeithaml and Berry as two different measures (perception and expectation of

performance) into a single measurement of performance according to expectation.

According to Garbrand, customer satisfaction equals perception of performance divided

by expectation of performance.The usual measures of customer satisfaction involve a

survey [with a set of statements using a Likert Technique or scale. The customer is asked

to evaluate each statement and in term of their perception and expectation of performance

of the organization being measured. Comparison of expectations versus perception of

experience. with a purchase depends on how well the product performance corresponds

with the customer’s expectations. Customer satisfaction is an ambiguous and abstract

concept and the actual manifestation of the state of satisfaction will vary from person to

person and product/servictoproduct/service.Customer Satisfaction may be measured

directly by survey and expressed as a percentage, such as Percent of Customers

CompletelySatisfied.comparisonofexpectationsversusperceptionofexperience.

Marketing is an integrated communications-based process through which individuals and

communities are informed or persuaded that existing and newly-identified needs and

wants may be satisfied by the products and services of others. Marketing is used to create

the customer, to keep the customer and to satisfy the customer. With the customer as the

focus of its activities, it can be concluded that Marketing is one of the premier

components of Business Management - the other being Operations.

12

http://en.wikipedia.org/wiki/Likert_scale

http://en.wikipedia.org/wiki/Sample_survey

The marketing environmentThe term "marketing environment" relates to all of the factors (whether internal, external,

direct or indirect) that affect a firm's marketing decision-making/planning. A firm's

marketing environment consists of two main areas, which are:

The macro-environment, over which a firm holds little control

The micro-environment

The micro-environment, over which a firm holds a greater amount (though not

necessarily total) control

The macro-environment

A firm's marketing macro-environment consists of a variety of external factors that

manifest on a large (or macro) scale. These are typically economic, social, political or

technological phenomena. A common method of assessing a firm's macro-environment is

via a PESTLE (Political, Economic, Social, Technological, Legal, Ecological) analysis.

Within a PESTLE analysis, a firm would analyze national political issues, culture and

climate, key macroeconomic conditions, health and indicators (such as economic growth,

inflation, unemployment, etc.), social trends/attitudes, and the nature of technology's

impact on its society and the business processes within the society.

The micro-environment

A firm's micro-environment comprises factors pertinent to the firm itself, or stakeholders

closely connected with the firm or company. A firm's micro-environment typically spans:

Consumers

Employees

Suppliers

The Media

By contrast to the macro-environment, an organization holds a greater degree of control

over these factors.

13

http://en.wikipedia.org/wiki/PESTLE_analysis

Management Hierarchy of ANWAR SECURITIES LTD

Name Designation

Anwar Hossain Managing Director

Md. Azam Khan Chief Executive Officer

Md. Shahnewaz Lasker General Manager

Gias Uddin Ahmed Office In-Charge, Trading & Authorized

Representative

Ratan Kumar Das Chief Accounts Officer & Authorized

Representative

Md. Sirajul Islam In-Charge, IT & DP & Authorized

Representative

Abu Nasir In-Charge, B.O. Account & Authorized

Representative

Md. Tarek Anis Accounts Officer & Authorized

Representative

Md. Golam Sarwar Accounts Officer & Authorized

Representative

Md. Kamal Uddin In-Charge Share Department

Md. Nazrul Islam Asstt. In-Charge, B.O. A/C & Share Deptt.

& Authorized Representative

Mohammed Sanoar Executive, IT & DP

Md. Nur Islam Accounts Officer

A.F.M. Iqbal Executive, IT & DP

Md. Abdul Wahab Executive

Ashutosh Chowdhury Executive & Authorized Representative

Polly Saha Receptionist

Sabrina Ahmed Junior Officer (Customer Service)

15

Md. Shafiqul Alam Office In- Charge (Paltan Office, Dhaka)

Md. Shazzat Hossain Office In-Charge & Authorized

Representative ( Chittagong Office)

Brand Loyalty

ANWAR SECURITIES LTD customers are very much brand loyalty. As it is engaging in

broker house business very long time. It is building trust among its customers who are

new or old. Quick delivery service of acknowledgement. Giving valuable information

about share market. Customer can talk any department employees if they need any

clarification. Employee’s behavior of ANWAR SECURITIES LTD is very warm and

gentle. If any notice of ANWAR SECURITIES LTD the customer doesn’t understand

then employees of customer relation officer, receptionist and admin officer explain the

notice several times. As they like the company that’s why they tell their relatives , friends,

and family members to open B.O account in ANWAR SECURITIES LTD. Consumers

have varying degrees of loyalty to specific brands of broker house company. As

customers invest their valuable capital in share market they are very much sensitive about

brand. ANWAR SECURITIES believe that brand is a deeply held commitment to re-buy

or repatronize a preferred service in the future despite situational influences and

marketing efforts having the potential to cause switching behavior. Customers of

ANWAR SECURITIES LTD can be divided into four groups according to brand loyalty

status-

1. Hard- Core Loyal- Consumers who always prefer ANWAR SECURITIES LTD.

As one of the best broker house in Bangladesh. It is the only broker house which

can meet their demand.

2. Split Loyals- Some customers ANWAR SECURITIES LTD of who are loyal

to two or three brands.

3. Shifting Loyals- Consumers who shift from one brand to another.

4. Switchers- Consumers who show no loyalty to any brand.

16

Analyzing consumer markets and buyer behavior

Consumers buying behavior is influenced by cultural, social, personal and psychological

factors. Cultural factors exert the broadest and deepest influence.

Cultural Factors

Culture, subculture and social class are particularly important in buying behavior. Culture

is the fundamental determinant of a persons wants and behavior. The growing child

acquires a set of values, perceptions, preferences and behaviors through his or her family

and other key institutions. A child growing up in Bangladesh is exposed to the following

values collectivism and humanitarism. Each culture consists of smaller subcultures that

provide more specific identification and socialization for their members. Subcultures

include nationalities, religions, social groups and geographic regions. ANWAR

SECURITIES customers are Bangladeshi. Most of the Bangladeshi is Muslim.

Social class is indicated by a cluster of variables for example occupation, income, wealth,

education and value orientation. Average income of ANWAR SECURITIES customers is

25000TK .Educational levels of most of the customers are upto H.S.C level. Most of the

customers are not very much wealthy .Minimum net wealth of small investors of

ANWAR SECURITIES LTD is about net

3,00000TK to 10,00000TK. Medium size investors of ANWAR SECURITIES LTD have

net amount of wealth 11,00000 to 50,00000TK. Large size investors have net amount of

wealth 51,00000TK to 4,0000000TK .

17

Social Factors

In addition to cultural factors, a consumers behavior is influenced by such social factors

as reference groups , family, and social roles and statuses.

Reference Groups

A persons reference groups consist of all the groups that have a direct (face to face) or

indirect influence on the persons attitudes or behavior. Groups having a direct influence

on a person are called membership groups. Some membership groups are primary groups

, such as family, friends, neighbors and co- workers with whom the person, interacts

fairly continuously and informally. People also belong to secondary groups, such as

religious, professional and trade- union groups, which tend to be more formal and require

less continuous interaction. Customers of ANWAR SECURITIES LTD are significantly

influenced by their reference groups in at least three ways. Reference groups expose an

individual to new behaviors and lifestyles and influence attitudes and self concept; they

create pressures for conformity that may affect actual service and brand choices.

Customers of share market are also influenced by groups to which they do not belong.

Family

The family is the most important consumer- buying organization in society and family

members constitute the most influential primary reference group. The family has been

researched extensively. We can distinguish between two families in the buyers life. The

family orientation consists of parents and siblings. From parents a person acquires an

orientation toward religion, politics and economics and a sense of personal ambition, self

18

worth and love. Even if the buyer no longer interacts very much with his or her parents,

their influence on the buyer’s behavior can be significant. In our country where parents

live with grown children, their influence can be substantial. Broker houses are interested

in the roles and relative influence of the husband, wife and most elderly person of the

family in the purchase of a broker house service.

Roles and Statuses

A person participates in many groups – Family, clubs and organizations. The person’s

position in each group can be defined in terms of role and status. A Supreme Court justice

has more status than a sales manager, and a sales manager has more status than a office

clerk. People choose broker house services that communicate their role and status in

society. Like company Managing Director often drive Mercedes and wear expensive

suits. For example of broker houses customers who follow big investors like Anisur

Rahman or Salman F Rahman they choose Lnka Bangla Finance and IDLC top broker

houses in Bangladesh.

Personal Factors

A buyer’s decisions are also influenced by personal characteristics. These include the

buyer’s age and stage in the lifecycle, occupation, economic circumstances, lifestyle and

personality and self-concept.

Age and stage in the life cycle

Investor of share market minimum age is 18 years old. After 18 years a anyone can

involve in share market. Broker house choose life-cycle groups as their target markets.

Occupation and Economic Circumstances

Occupation also influences consumption patterns. Marketers try to identify the

occupational groups that have above-average interest in their services. A broker house

can even tailor its services for certain occupational groups. ANWAR SECURITIES LTD

19

most of the customers are service holders. Service choice is greatly affected by economic

circumstances: spendable income(level, stability and time pattern), savings and assets

(including the percentage that is liquid), debts, borrowing power and attitudes toward

spending and saving. Marketers of income sensitive service continuously monitor trends

in personal income, savings and interest rates. If economic indicators point to a recession,

marketers can take steps to redesign , reposition and reprice their products so they

continue to offer value to target customers.

Lifestyle

People from the same subculture, social class and occupation may lead quite different

lifestyles. A lifestyle is a persons pattern of living in the world as expressed in activities,

interests and opinions. Lifestyle portrays the whole person interacting with his or her

environment. Broker houses search for relationships between their service and lifestyle

groups.

Psychographics

It is the science of using psychology and demographics to better understand consumers.

Customers of ANWAR SECURITIES LTD are achievers, experiencers, fulfilleds, and

actualizers. Actualizers are successful sophisticated, active, take charge people. Fulfilleds

are mature, satisfied, comfortable, and reflective. Favor durability, functionality and value

in service. Achievers are successful, career and work oriented. Favor established prestige

services that demonstrate success to their peers. Experiencers are young, vital,

enthusiastic, impulsive, and rebellious. Spend a comparatively high proportion of income

on clothing, fast food, music, movies and video.

20

Personality and Self- Concept

Each person has personality characteristics that influence his or her buying behavior. By

personality, we mean a set of distinguishing human psychological traits that lead to

relatively consistent and enduring responses to environmental stimuli. Personality is often

described in terms of such traits self-confidence, dominance, autonomy, deference,

sociability, defensiveness, and adaptability. Personality can be a useful variable in

analyzing consumer brand choices. The idea is that brands also have personalities and that

consumers are likely to choose brands whose personalities match their own. ANWAR

SECURITIES LTD attempt to develop brand personalities of competence, reliable,

intelligent, and charming, sincerity, down to earth, honest wholesome and cheerful that

will attract consumers.

Psychological Factors

A persons buying choices are influenced by four major psychological factors-motivation,

perception, learning, and beliefs and attitudes.

Motivation- A person has many needs at any given time. Some needs are biogenic, they

arise from physiological states of tension such as hunger, thirst or discomfort. Other

needs are psychogenic. They arise from psychological states of tension such as the need

for recognition, esteem or belonging. A need becomes a motive when it is a aroused to a

sufficient level of intensity. A motive is a need that is sufficiently pressing to drive the

person to act. ANWAR SECURITIES LTD customers have esteem needs such as status.

21

Buying Roles of customers of ANWAR SECURITIES LTD

Marketers have to go beyond the various influences on buyers and develop an

understanding of how customers actually make their buying decisions. Specifically,

marketers must identify who makes the buying decision, the types of buying decisions

and the steps in the buying process. ANWAR SECURITIES LTD customers have five

characteristics in a buying decision.

1. Initiator- The person who first suggests the idea of buying decision. ANWAR

SECURITIES LTD staff tell their friends and relatives.

2. Influencer- the person whose view or advice influences the decision. Here

customers of ANWAR SECURITIES LTD who gaining profit from share market.

3. Decider- The person who decides on any component of a buying decision;

whether to buy, what to buy, how to buy or where to buy. Who directly invest his

income in share market is generally as decider.

4. Buyer- The person who makes the actual purchase. Here customer who directly

come to ANWAR SECURITIES LTD head office and branch offices giving

600TK . 300TK is house fee and 300TK annual fee.

5. User-The person who uses the service. The customer who uses the ANWAR

SECURITIES LTD services.

22

Buying behavior

Consumer decision making varies with the type of buying decision. Customers of

ANWAR SECURITIES LTD is involved in complex buying behavior. Complex buying

behavior involves a three step process. First, the buyer develops beliefs about the service.

Second, he develops attitudes about the service. Third, he makes a thoughtful choice.

Consumers engage in complex buying behavior when they are highly involved in a

purchase and aware of significant differences among brands. This is usually the case

when the service is expensive, bought infrequently, risky and highly self-expressive. The

marketer of a high involvement service must understand consumer’s information

gathering and evaluation behavior. The marketer needs to develop strategies that assist

the buyer in learning about the service attributes and their relative importance, and which

call attention to the high standing of the company’s brand on the more important

attributes. As a marketer ANWAR SECURITIES LTD needs to differentiate the brands

features, use motivated sales personnel to describe the brands benefits among customers

and the buyer’s acquaintances to influence the final brand choice.

BUYING DECISION PROCESS:

Smart companies will immerse themselves in trying to understand the customers over all

experience in learning about a service, making a brand choice, using the service, and even

disposing of it. The buying decision process for using broker house services depends on

the following phases. The consumer passes through five stages: problem recognition,

information search, evaluation of alternatives, purchase decision, and post purchase

behavior.

23

Need recognition:

The buying process starts when a buyer recognizes a problem or need. The need can be

internal or external. Internal need means one of the person’s normal needs like hunger,

thirst etc. Need can also be aroused by external stimuli. Broker house service is belongs

to external stimuli. Now a day’s broker house service is one of essential part of every

investors of share market in Dhaka Stock Exchange and Chittagong Stock Exchange.

Investors cannot think a day to trade in share market without the help of broker house

consulting service. If we think, when do we need broker house service? What will be our

answer? Answer is, in every second and in every minute. Because expert trader of broker

house can give us valuable information is a very common thing. ANWAR SECURITIES

LTD needs to identify the need for broker house service in Bangladeshi market. As there

are already so many broker house companies exists in Bangladeshi market like IDLC,

Lanka Bangla Finance, Square Securities Ltd etc. they should focus on their promotions

to create the need for their line in Bangladesh. Investors need very much safe investment

in share market. As we know share market is very risky business. One can gain more

profit from his investment purchasing any company shares in secondary market. At the

same time one can loose all his investment in a few moments. No one exactly Know

whether share price of a company rise or fall. But expert of broker house can predict by

analyzing the share market by their long time experience and available reliable

information about share prices of different companies. ANWAR SECURITIES LTD is

always giving right information at the right time to its valuable customers.

Information search:

As we know that, in Bangladesh broker house non banking financial sector has a big

competition. There are many broker houses companies in Bangladesh. So obviously the

24

customers should have a choice from those broker house services. Here customers

generally choice those broker house companies which have a lower service charges, quick

services, safe investment assurance and better consulting facility. For this reason

customer has to search information through television, newspaper, by calling to the

broker house employees of customer relation officers or brief discussion with the other

broker houses existing members and also from the friends or families. When a customer

will recognize their need then he will obviously search for information.

Evaluation of alternatives:

Consumers’ evaluation process depends on some basis processes. First, the consumer is

trying to satisfy a need i.e. the customer is satisfy with the service charge, more branch

offices, more office facility access. Second, the consumer is looking for certain benefits

from the product solution i.e. ANWAR SECURITIES LTD has provide full DP service.

Third, the consumer sees each service as a bundle of attributes with varying abilities for

delivering the benefits sought to satisfy this need. Some attributes of which influence the

buying process of choosing among the services that are providing by other companies

are-- price, quality, quick trading facility, annual fee charge, and other services.

Purchase Decision:

In the evaluation stage, the consumers already get the decision of which service to

purchase. But the opening B.O. A/C charge, more branch and counseling long/ short term

investment by the customers facilities are more important than the other features because

the opening and renewal of B.O (Beneficiary Owner) account charge, branch facility and

counseling facility among the broker house companies in Bangladesh are very

competitive. So here people go for those companies which are providing lower B.O.

charge and better counseling facility than others. The attributes of ANWAR

SECURITIES LTD mentioned in the evaluation stage help customers’ to take their

purchase decision of products. But ANWAR SECURITIES LTD also has some

drawbacks which might discourage customers from buying their products or service. For

example, ANWAR SECURITIES LTD does not have enough branch office and small

office space for customers in Head Office. On the other hand Lanka Bangla Finance and

IDLC have enough office space in the head offices. Then the customer will try to

purchase them.

25

Post purchase Behavior:

After purchasing the product, the consumer will experience some level of satisfaction or

dissatisfaction. If the performance of the service falls short of expectations, the customer

is disappointed; if it meets expectations, the customer is satisfied; if it exceeds

expectations, the customer is delighted. These feelings make a difference in whether the

customer buys the product again and talk favorably or unfavorably it to others. Most of

the customers of ANWAR SECURITIES LTD are satisfied after using the wide range of

services .

Target market

26

Positioning

In marketing, positioning is the technique by which marketers try to create an image or

identity in the minds of their target market for its product, brand, or organization. It is the

'relative competitive comparison' their product occupies in a given market as perceived by

the target market. Positioning is perception that is done in the minds of the target market.

A product's position is how potential buyers see the product. Positioning is expressed

relative to the position of competitors. Generally, the product positioning process

involves:

Defining the market in which the product or brand will compete (who the relevant

buyers are). For example, ANWARSECURITIES LTD is competing in the

Brokerage house in capital market of Bangladesh with other companies like Lanka

Bangla Finance, Square Securities Ltd, IDLC etc.

Identifying the attributes (also called dimensions) that define the product 'space'.

For example, the attributes of ANWARSECURITIES LTD are their special care

in providing B.O. acknowledgement in a short time.

Collecting information from a sample of customers about their perceptions of each

product or service on the relevant attributes.

Determine each products' or service current location in the product space

Determine the target market's preferred combination of attributes

Position.

The main positioning of ANWAR SECURITIES LTD is positioning as a reputed

brokerage house “where trust comes first” brand image perceived by it’s customers.

27

http://en.wikipedia.org/wiki/Target_market

http://en.wikipedia.org/wiki/Brand

http://en.wikipedia.org/wiki/Product_(business)

http://en.wikipedia.org/wiki/Marketing

BCG MATRIX

28

PROMOTION:

People usually get to know about ANWAR SECURITIES LTD through different ways.

Electronic media:

They give advertisement in satellite channel like Digonto T.V etc.

Billboards:

ANWAR SECURITIES LTD use billboard in notice able place like beside the road, top

of high-rise building in Motijheel C/A, Polton-1,Palton-2, Dhanmondi , Feni, Uttara and

Chittagong .

Internet:

ANWAR SECURITIES LTD has its own website where information of every new

services and upcoming facilities are available.

Sponsoring: ANWAR SECURITIES LTD sponsors in different events or patrons’

different organizations to keep good public relations. It is recently sponsoring publishing

school magazine.

Seminars:

ANWAR SECURITIES LTD arranges seminars within their organization and also

outside their organization for the share market present situation and future prospect in

Bangladesh.

Personal Selling:

Personal selling is the most effective tool at later stages of the buying process,

particularly in building up buyer preference, conviction, and action.

Sales Meeting:

ANWAR SECURITES LTD organize sales meeting for the future benefit of the

company. They generate new ideas and identify the problems and suggest possible

solutions.

29

Marketing Strategy:

ANWAR SECURITIES LTD is the broker house company in share market in Bangladesh

with more than 20000 customers as of October 13, 2009. It is also the fastest growing

broker house in Bangladesh. So, it is easy to understand that marketing coverage of

ANWAR SECURITIES LTD is broad and huge. We can divide its marketing strategy

into

Marketing Mix:

A Marketing Mix is the combination of product offerings used to reach a target market

for the organization. The marketing mix comprises the Product (what the actual offering

comprises), Price (the value exchanged for that offering), Promotion (the means of

communicating that offering to the target audience, promotional mix) and distribution

(also known as Place, the means of having the product offering available to the target

audience). The marketing mix is also known as the four Ps.

Product:

ANWAR SECURITIES LTD offers in share buy sale product service.

Four broad categories are described in below-

#Product

#Price

#Place

#Promotional

30

Product:

The product and product strategy have the key role in marketing mix planning. The

development of a product or service to satisfy a consumer needs is the first step. The

other elements are based on product planning.ANWAR SECURITIES LTD is a service

based company. Its main products are two category services by offering primary share

and secondary businesses. By opening account in ANWAR SECURITIES LTD

customers can buy and sell shares of different companies. Counseling about share

business is another product of ANWAR SECURITIES LTD.

Price:

A company develops a pricing strategy to accomplish organizational objectives. In

pricing strategy it’s important to determine the price of the service or product

first.ANWAR SECURITIES LTD follows both the cost-oriented and market approach to

determine the price of the newly opening account fee and getting commission on buying

and selling shares by customers.ANWAR SECURITIES LTD follow the cost-oriented

approach where prices are determined by focusing on cost of merchandise (machineries

involved in service) , accompanying services(salaries of the employees) and overhead

cost(maintenance of the office, office rent, security guards ) and then adding an amount

for desired profit. Moreover the ANWAR SECURITIES LTD follows the market

approach, a method of price determination that recognizes that variables in marketplace

influence price. ANWAR SECURITIES LTD does not follow the one and only pricing

strategy at a time. They follow several strategies. After determining price comes the

implementation of pricing strategy into reality. The choice depends on company

objectives, stages of the product life cycle and competitions. ANWAR SECURITIES

LTD has charged 0.25% commission to its customers.

31

Place:

Distribution strategy involves physical system and channels used to place the product or

service in the customer hands. ANWAR SECURITIES LTD is responsible for providing

the service to the right place at the right time. A firm can have the best product of the

world (Product Strategy), people can know about that product and want that product but

all of these activities will be useless if people cannot get the product when and where the

want that. To reach the broker house services ANWAR SECURITIES LTD. has adopted

intensive distribution, which utilizes some number of branches and as well as Head

Office. Mainly ANWAR SECURITIES LTD. Follow the following channel for

distributing their product or service.

In this process ANWAR SECURUTIES LTD. has many selected branches in different

location in Dhaka city these are Dhanmondi, Uttarra, Palton-1, Palton-2, one in

Chittagong and one in Feni district. Branch offices collect the B. O form from the Head

Office and sale these B.O forms to the customers of different branch offices.

In the second distribution process Head Office in Motijheel C/A sale the B.O form to its

customers.

32

ANWAR SECURITIES LTD( Branch Offices)

Consumer

ANWAR SECURITIES LTD.( Head Office)

Consumer

Promotional Strategy:

Promotional strategy is the second element of the marketing mix. It involves the correct

blending of personal selling, advertising, sales promotion, and publicity to create the

promotional mix. Promotional strategy is the communication ingredient in the marketing

mix for reaching specific target markets. Its role is to inform, persuade and remind people

about the firm’s services and images. There are mainly two potential promotional

strategies-Push strategy and Pull strategy. Actually, ANWAR SECURITIES LTD

follows the Push strategy, a strategy involves the company using its sales force and trade

promotion money to induce intermediaries to carry, promote and the product to the end

users.

33

SWOT Analysis

Strengths

We are committed to serve you the best Expert & dedicated Human Resource. Efficient & Experienced Management Local presence (Dhaka, Chittagong & Feni.) One stop service. State of the art technology

LCD, Plasma T.V, E-mail, Fax, Central Air cooling system.

To facilitate counting system of currency notes for saving time, company has

recently taken decision for procurement of Electronic Note Counting Machine.

Large number of clients.

Settlement of traded securities through DSE/CDBL.

Dematerialization/ Rematerialization /Pledge/unpledge /Transfer/Transmission of

Securities as per SEC rule.

Counseling for long/ short term investment by the customers.

Computer based trading of securities

Weakness

Internet speed is slow

Not enough space in office

Maximum customers are small investors

Departments are not separate

Employee salary is very low

Lack of training facilities for employees

Not enough branches in the country

Only follow internal recruitment. So talented employees may not be recruited.

Employees may pressure the management to recruit one of his family members,

relatives, and friends.

34

Opportunities

Diversification of business like giving loan.

Product line proliferation

Expanding into new geographic area like Shylet

Increasing Customers: The economy of Bangladesh is growing and many people

are going to invest in capital market .

Potential buyers: Bangladesh has 15 cores people. So it has a large number of

initial customers and it is a big market. ANWAR SECURITIES LTD has this

opportunity to cover the market by taking effective steps.

Growing economy: Bangladesh is becoming a developing country and many

businesses are growing. That is a perfect condition to grow the market.

Threat

Growing banking sector is indirect risk for non- banking financial sector.

Foreign large broker house will be a great threat.

New braoker houses also as a potential threat.

Govt. rules and regulation by Security and Exchange Commission is another

threat.

Opening new branches of large broker houses all over in Bangladesh.

Political environments: Defective political system is a threat for the business. In

Bangladesh, every political party influences on business. This is a threaT for the

company.

Value Added Services:

35

ANWAR SECURITIES LTD offers several value added services (VAS). ANWAR

SECURITIES LTD customers can use any branches for many other purposes than

opening an account .

Customers will be able to use all these services whenever you need them, wherever you

are. All you need is to have a ANWAR SECURITIES LTD to get these services.

Other Benefits:

Customer support team assists with the following services:

Taking care of any specific queries have, or respond to any special needs for

assistance.

36

37

Competitor Analysis

Lanka Bangla Finance, IDLC, are the major competitors of Anwar Securities Ltd. They

have large market share in Dhaka Stock Exchange and Chittagong Stock Exchange. Their

clients are large amount of investment in capital market. These competitors have more

branches in all over the Bangladesh. They have well expertise employees. They have up

to date technology. They have joint venture investment with other foreign countries.

These broker houses are every year organized training session. Well known resource

person come to their offices. They advise the company’s top level employees. These

companies maintain team work efforts. They have both part time and full time

employees. They have large office space in their head office and branch office. Their

employee recruiting process is well organized. So they get best employees from their

recruitment process. They have followed both internal and external recruitment process.

These companies have other businesses . Like merchant banking, sme, car loan, personal

loan, deposit products.

IDLC SECURITIES LIMITED (IDLCL)

A FULLY OWNED SUBSIDIARY OF IDLC FINANCE LIMITED

A fully owned subsidiary of IDLC Finance Limited has been set up to cater to the needs

of the capital market needs of the institutional and individual clients. IDLCSL offers full-

fledged international standard brokerage service for retail and institutional clients and

foreign clients. Having seats in both Dhaka and Chittagong Stock Exchange Limited, it is

inevitable that IDLCSL became the trusted broker to most of the foreign, local

institutional investors and high net worth clients investing in Bangladesh and abroad.

IDLCSL is dedicated to providing a high level of professional and personalized services

to its domestic and international clients. The company intends to offer high quality

product and service at a competitive rate to all clients. It has proven reputation in serving

customers by maintaining strong compliance practices and extreme ethical standard.

38

Brokerage Service for Institutional Clients

Foreign Fund Managers Insurance Companies Banks and Financial Institutions Trust Corporations

Brokerage Service for Retail (Individual) ClientsInternational and Domestic

Placement of Securities Brokerage Services

Trade Execution (Dhaka and Chittagong Stock Exchange Limited)

Pre-IPO Private Placement opportunities through IDLC Finance Limited

(Merchant Banking)

Appointment of dedicated and skilled sales representative

Opportunities for trading in different financial instruments

Research & Publication

Daily price information, Market Overview, Daily Fact Sheet

Monthly report

Industry/Corporate research report

Free access to our company research reports through our web-site

Sectors and Company research reports

Half yearly political and economic update

Custodial ServicesSafe keeping of securities We have an exclusive arrangement for clients to keep their

shares in safe custody in our vault.

39

Depository Participant (DP)

The main function of DP is

BO (Beneficial Owner) accounts opening and maintenance.

Dematerialization and Re-materialization

Transfers and multiple accounts movement

Pledging, un-pledging and confiscation

Lending and borrowing

Corporate events announcement Enquiry (Cash and Non Cash)

BO ISIN balances and master maintenance enquiry

IDLC gets SAFA Best Presented Accounts Award 2006, IDLC Finance Limited

received Merit Certificate under Best Presented Accounts Award 2006 presented by the

South Asian Federation of Accountants (SAFA) in the category “Non - Banking

Financial Sector.IDLC believes that its human resources are its greatest assets and

recognize them as building blocks on which Company's performance and development

are based. IDLC continues to develop and implement appropriate human resources

management policies and practices to build up its employees, and to ensure their

optimum contribution towards the achievement of corporate goals. As our human

resources give the organization a significant competitive edge, we continue our policy of

recruiting best people and implementing programs to develop and retain high quality

human resources.

Langka Bangla Finance

LankaBangla Securities has the multinational corporate entity with the participation of

Sampath Bank of Sri Lanka. Local One Bank has also stakes in the LankaBangla

Securities.

Our commitments to clients

Provide service with high degree of professionalism

Create life-long relationship based on mutual trust and respect

Respond to customer needs with speed and accuracy

Share their values and beliefs

40

Grow as our customers grow

Provide products and services at competitive pricing

Ensure safety and security of customers’ valuables in trust with us.

Our Services

We are the first brokerage house of Dhaka Stock Exchange (DSE) to

Start stock trading outside Dhaka.

Trading facilities in both Dhaka and Chittagong Stock Exchange.

Depository Participant (DP) service from all branches.

Dematerialization(DEMAT) & Rematerialization(REMAT) of securities

Beneficiary Owner Account(BO)

Outstanding Customer Care

Achievements

We secured the First position in DSE as well as CSE in the year 2006 and first

position in CSE and second position in DSE in the year 2005. We introduced DSE

trading facilities both in Chittagong & Sylhet. The company services include

Brokerage Services, CDBL Services and Research Services. LankaBangla

Securities, the first brokerage house of the country to start trading outside Dhaka

is a 99.99 per cent subsidiary of LankaBangla Finance Ltd, a leading non-banking

financial institution (NBFI). LankaBangla Securities grabbed the top position for

the third consecutive year on DSE and fourth consecutive year on CSE in 2008.

Environmental Analysis

Companies and their suppliers, marketing intermediaries, customers, competitors, and

publics all operate in a macro environment of forces and trends that shape opportunities

and pose threats. These forces represent noncontrollables to which the company must

monitor and respond. In the economic arena, companies and consumers are increasingly

affected by global forces. These include

The substantial speedup of international transportation, communication, and financial

transactions, leading to rapid growth of world trade and investment.

41

The rising economic power of several Asian countries in world markets.

The rise of trade blocs

The severe debt problems of a number of countries, along with the increasing fragility of

international financial system

The increasing use of barter and countertrade to support international transactions.

The increasing ethnic and religious conflicts in Bangladesh.

The rapid dissemination of global lifestyles.

Rapid privatization of publicly owned companies.

The movement of manufacturing capacity and skills to lower-cost countries like

Bangladesh.

Demographic environment

Recent (2005–2007) estimates of Bangladesh's population range from 142 to 159 million,

making it the 7th most populous nation in the world. With a land area of 144,000 square

kilometers, ranked 94th, the population density is remarkable. A striking comparison is

offered by the fact that Russia's population is slightly smaller even though Russia has a

land area of 17.5 million square kilometers, at least 120 times bigger than Bangladesh.

Bangladesh has the highest population density in the world, excluding a handful of city-

states and small countries such as Bahrain. Bangladesh's population growth was among

the highest in the world in the 1960s and 1970s, when the country grew from 50 to

90 million, but with the promotion of birth control in the 1980s, the growth rate slowed.

The population is relatively young, with the 0–25 age group comprising 60%, while 3%

are 65 or older. Life expectancy is 63 years for both males and females. The majority

http://en.wikipedia.org/wiki/Life_expectancy

http://en.wikipedia.org/wiki/Birth_control

http://en.wikipedia.org/wiki/1970s

http://en.wikipedia.org/wiki/1960s

http://en.wikipedia.org/wiki/Bahrain

http://en.wikipedia.org/wiki/City-states

http://en.wikipedia.org/wiki/City-states

http://en.wikipedia.org/wiki/Russia

http://en.wikipedia.org/wiki/List_of_countries_by_population

42

ethnic group of Bangladesh are the Bengali people, comprising 98% of the population.

The remainder are mostly Bihari migrants and indigenous tribal groups. There are

thirteen tribal groups located in the Chittagong Hill Tracts, the most populous of the

tribes are the Chakmas. The region has been a source for ethnic tension since the

inception of Bangladesh. The largest tribal groups outside the Hill Tracts are the Santhals

and the Garos (Achiks). There are also Kaibartta, Meitei,Mundas, Oraons, and Zomi

ethnic groups. Human trafficking has been a lingering problem in Bangladesh and illegal

immigration has remained a cause of friction with Burma and India. The official and

most widely used language in Bangladesh, as in West Bengal, is Bengali or Bangla, an

Indo-Aryan language of Sanskrit origin with its own script. English is used as second

language among the middle and upper classesand in higher education. Since a President

Order in 1987, Bengali is used for all official correspondence except those that are to

foreign recipients. Health and education levels have recently improved as poverty levels

have decreased. Most Bangladeshis are rural, living on subsistence farming. Health

problems abound, ranging from surface water contamination, to arsenic contamination of

groundwater, and diseases including malaria, leptospirosis and dengue. The literacy rate

in Bangladesh is approximately 41%. There is gender disparity, though, as literacy rates

are 50% among men and 31% among women, according to a 2004 UNICEF

estimate.Literacy has gone up due to many programmes introduced in the country.

Among the most successful ones are the Food for education (FFE) programme introduced

in 1993, and a stipend programme for women at the primary and secondary levels. The

major religion practiced in Bangladesh is Islam (89.7%) and a sizable minority adheres to

Hinduism (9.2%). About 96% of the Muslims are Sunni while over 3% are Shi'a. Ethnic

Biharis are predominantly Shia Muslims. Other religious groups include Buddhists

(0.7%, mostly Theravada), Christians (0.3%, mostly of the Roman Catholic

denomination), and Animists (0.1%). Bangladesh ranks fourth after Indonesia, Pakistan,

and India by the number of Muslims, with over 130 million. Islam is the state religion of

Bangladesh, but other religions may also be practiced in harmony. The United Nations

has recognised the country mainly as a moderate Muslim democratic country.

http://en.wikipedia.org/wiki/Democratic

http://en.wikipedia.org/wiki/Moderate

http://en.wikipedia.org/wiki/United_Nations

http://en.wikipedia.org/wiki/India

http://en.wikipedia.org/wiki/Pakistan

http://en.wikipedia.org/wiki/Indonesia

http://en.wikipedia.org/wiki/Animism

http://en.wikipedia.org/wiki/Roman_Catholic

http://en.wikipedia.org/wiki/Christianity_in_Bangladesh

http://en.wikipedia.org/wiki/Theravada

http://en.wikipedia.org/wiki/Buddhism_in_Bangladesh

http://en.wikipedia.org/wiki/Shi'a_Islam

http://en.wikipedia.org/wiki/Bihari_people

http://en.wikipedia.org/wiki/Shi'a

http://en.wikipedia.org/wiki/Sunni

http://en.wikipedia.org/wiki/Hinduism_in_Bangladesh

http://en.wikipedia.org/wiki/Islam_in_Bangladesh

http://en.wikipedia.org/wiki/Dengue_fever

http://en.wikipedia.org/wiki/Leptospirosis

http://en.wikipedia.org/wiki/Malaria

http://en.wikipedia.org/wiki/Arsenic_contamination_of_groundwater

http://en.wikipedia.org/wiki/Arsenic_contamination_of_groundwater

http://en.wikipedia.org/wiki/Surface_water

http://en.wikipedia.org/wiki/English_language

http://en.wikipedia.org/wiki/Bengali_script

http://en.wikipedia.org/wiki/Sanskrit

http://en.wikipedia.org/wiki/Indo-Aryan_languages

http://en.wikipedia.org/wiki/Bengali_language

http://en.wikipedia.org/wiki/West_Bengal

http://en.wikipedia.org/wiki/Trafficking_in_human_beings

http://en.wikipedia.org/wiki/Zomi

http://en.wikipedia.org/wiki/Oraons

http://en.wikipedia.org/wiki/Mundas

http://en.wikipedia.org/wiki/Meitei

http://en.wikipedia.org/wiki/Kaibartta

http://en.wikipedia.org/wiki/Garo_(tribe)

http://en.wikipedia.org/wiki/Santal

http://en.wikipedia.org/wiki/Chakma_people

http://en.wikipedia.org/wiki/Bihari

http://en.wikipedia.org/wiki/Bengali_people

43

Economic Environment

The economy of Bangladesh is constituted by that of a developing country. Its per capita

income in 2008 was US$1389 (adjusted by purchasing power parity) lower than the

world average of $10,497. According to the gradation by the International Monetary

Fund, Bangladesh ranked as the 48th largest economy in the world in 2008, with a gross

domestic product of US$224,889 million. The economy has grown at the rate of 6-7%.

over the past few years. While more than half of the GDP belongs to the service sector,

nearly two-thirds of Bangladeshis are employed in the agriculture sector, with rice as the

single-most-important produce. Remittances from Bangladeshis working overseas,

mainly in the Middle East and East Asia, as well as exports of garments is the main

source of foreign exchange earnings. Economic growth is rather endogenous with slow

growth in foreign direct investment. Bangladesh has made major strides to meet the food

needs of its ever growing population. The land is devoted mainly to rice and jute

cultivation, although wheat production has increased in recent years; the country is

largely self-sufficient in rice production. Nonetheless, an estimated 10% to 15% of the

population faces serious nutritional risk, and that food security is at risk for 45% of the

population. Bangladesh's predominantly agricultural economy depends heavily on an

erratic monsoonal cycle, with periodic flooding and drought. Although improving at a

very fast rate, infrastructure to support transportation, communications, and power supply

and water distribution is still developing. Bangladesh is limited in its reserves of oil, but

recently there was huge development in coal mining. While the service sector has

expanded rapidly during last two decades, country's industrial base remains narrow. The

country's main endowments include its vast human resource base, rich agricultural land,

relatively abundant water, and substantial reserves of natural gas which are depleting

quickly and may disappear in the next 7-8 years. Bangladesh historically has run a large

trade deficit, financed largely through aid receipts and remittances from workers

overseas. Foreign reserves dropped markedly in 2001 but stabilized in the USD3 to

USD4 billion range (or about 3 months' import cover). In January 2007, reserves stood at

$3.74 billion, and they increased to $5.8 billion by January 2008, according to the Bank

http://en.wikipedia.org/wiki/Coal_mining

http://en.wikipedia.org/wiki/Oil

http://en.wikipedia.org/wiki/Monsoon

http://en.wikipedia.org/wiki/Wheat

http://en.wikipedia.org/wiki/Jute

http://en.wikipedia.org/wiki/Rice

http://en.wikipedia.org/wiki/Foreign_direct_investment

http://en.wikipedia.org/wiki/List_of_countries_by_GDP_(PPP)

http://en.wikipedia.org/wiki/International_Monetary_Fund

http://en.wikipedia.org/wiki/International_Monetary_Fund

http://en.wikipedia.org/wiki/Purchasing_power_parity

http://en.wikipedia.org/wiki/List_of_countries_by_GDP_(PPP)_per_capita

http://en.wikipedia.org/wiki/List_of_countries_by_GDP_(PPP)_per_capita

http://en.wikipedia.org/wiki/Developing_country

http://en.wikipedia.org/wiki/Bangladesh

44

of Bangladesh, the central bank. However, aid-dependence of the country has

systematically been reduced since the beginning of 1990s.

Macro-economic trend

This is a chart of trend of gross domestic product of Bangladesh at market prices estimated by the International Monetary Fund with figures in millions of Bangladeshi Taka. However, this reflects only the formal sector of the economy.

YearGross Domestic

ProductUS Dollar Exchange

Inflation Index(2000=100)

Per Capita Income

(as % of USA)1980 250,300 16.10 Taka 20 1.791985 597,318 31.00 Taka 36 1.191990 1,054,234 35.79 Taka 58 1.161995 1,594,210 40.27 Taka 78 1.122000 2,453,160 52.14 Taka 100 0.972005 3,913,334 63.92 Taka 126 0.952008 5,003,438 68.65 Taka 147

For purchasing power parity comparisons, the US Dollar is exchanged at 12.86 Takas only. Average wages in 2007 hover around $2-3 per day.

Investment

The stock market capitalization of the Dhaka Stock Exchange in Bangladesh crossed $ 10 billion in November 2007 and the $15 billion dollar mark. Major investment from foreign investors have led to a massive building boom in Dhaka and Chittagong.

Political –Legal Environment

Marketing decisions are strongly affected by developments in the political and legal

environment. The environment is composed of laws, government agencies and pressure

groups that influence and limit various organizations and individuals. Sometimes these

laws also create new opportunities for business. Security Exchange commission and

Dhaka Stock Exchange and Chittagong Stock Exchange regulate all broker house

companies of Bangladesh

http://en.wikipedia.org/wiki/Market_capitalization

http://www.imf.org/external/pubs/ft/weo/2006/01/data/dbcselm.cfm?G=2001

45

Technological Environment

One of the most dramatic forces shaping people’s lives is technology. Technology has

released such wonders. The economy growth rate is affected by how many major new

technologies are discovered. The marketer should monitor the pace of change, the

opportunities for innovation, varying R&D budgets, and increased regulation.

Customer Analysis

Most of the customers of ANWAR SECURITIES LTD are small investors. Their

investment range are 10000tk to 40000tk .There is also medium size investment .Their

investment is 20000tk to 200000tk. There are some large investors. They invest

2000000tk to 10000000tk. Doctors, engineers and top level officers of public and private

organizations are investing large amount of money in share market. Some customers of

share market don’t want to take risk that’s why they invest in primary share market.

Those customers who take risk they invest in secondary share market. Secondary market

customers are analyzing the market very carefully. Educational background of

customers is extensively differentiating one person to another. Some customers of

ANWAR SECURITIES LTD solely depend on his share business and it is the only source

of income. Another type of customers is doing share market business and also other

46

category of business outside share market. Most of the share market customers are male.

In secondary share market some customers are present in ANWAR SECURITIES LTD to

observe the price level of different companies. Large number of customers is getting

information of share prices trough telephone. Customers of ANWAR SECURITIES LTD

are very price sensitive. They open their B.O account in ANWAR SECURITIES LTD

because it charge very low fee and charging low commission on share buying and selling

by customers. As it is doing business in service related industry, customers always wants

quick service from employees. Some of the customers are showing very impatience

attitude. They behave very rudely to the employees of accounts department and customer

relation officer. Lifestyles of customers are very different from one person to another.

Customers who are large investors our company gives extra facilities. Those customers

are engaging in service. Generally they come to ANWAR SECURITIES LTD after 5.00

P.M or during the time of lunch hour at 2.00 P.M. They want quick delivery service of

check processing, B.O account opening process, ledger summary, annual fee, account

status, share stock. As there are large gap in educational level some customers understand

our service system quickly. And some of the customers are not easily understand our

service system as there educational level is not good enough.

47

Features

1) How satisfied are you with the quality of customer service department?

48

2) How satisfied are you with the IT department service?

3) How satisfied are you with the product Knowledge of customer service officer?

49

4) How satisfied are you with the fees/service charge of ANWAR SECURIRTIES

LTD.?

5) How satisfied are you with the authorized traders services while communication in

phone?

50

6) How satisfied are you of the location of Head Office of ANWAR SECURITIES

LTD?

7) How satisfied are you with the system of B.O account form opening procedure?

8) How satisfied are you with the delivery method of Cheque / share balance/stock

51

balance / ledger Statement?

9) How do you feel when you come to a ANWAR SECURITIES LTD Branch offices?

52

10) How do you feel when you come to customer relation officer about asking any

question regarding changing of time of cheque delivery or ledger summary?

11) How likely are you satisfied to repurchase services from ANWAR SECURITIES

LTD ?

53

12) How would you rate your level of satisfaction with ANWAR SECURITIES LTD in

regards to price( or charging commission)?

12) How satisfied are you with ANWAR SECURITIES LTD in regards to value?

54

13) How satisfied are you with ANWAR SECURITIES LTD to recommend to a

friend or a relative?

14)How satisfied are you with the manner of the employees?

55

15) How satisfied are you about the waiting time for having your question addressed?

Internship Position

In the period of my three month internship program, I've learned a lot of things about

brokerage house activities which is related to my subject. My main responsibility is to

provide customer service. I also got three month long training on brokerage house share

trading procedures, and DSE , SEC rules regarding B.O form opening account

documents. I also learned Back Office Software which is used by accounts officers, IT

officers. Other activities mention in below-

Selling B.O form.

B.O A/C verify & close B.O. form.

B.O. form opening

B.O. setup

scan customer sign

Receiving annual fee

56

Providing up to date share prices of different companies both in trading hours

and after trading hour by phone , e-mail, and face to face communication.

Providing Acknowledgement to the customers

My major job purpose & principle accountabilities in the brokerage house are as follows

Ensure account opening, modification, closing.

Ensure delivery of value added and quality services to the existing and the

walking customers

Implement client service strategies to achieve ANWAR SECURITIES LTD

objective and plans

Ensure quick resoling of client quires and issues

Efficiently handle customer complains

Receiving checks, issue cheque book, Fund transfer

Verifying Customer Signature verification

Writing pay order, Statement inquire

Checking balance as per individual customer request

Providing all kinds of general share market and brokerage house information

to the customers

Issuing check books and posting them into the system.

FINDINGS OF THE STUDY

From the view point of financial performance

Increasing trend in profit and keeping low maintenance cost of offices.

From the view point of performance analysis

IT and Authorized Trader service quality are increasing outstandingly.

From the view point of comparative analysis

Though ANWAR SECURITIES LTD has a positive trend but Lanka Bangla

Finance is doing better because its highest goodwill in capital market .

Clients are now increasing day by day in ANWAR SECURITIES LTD but sill

needs to be more considerations which client is profitable and which are not

profitable.

From the view point of customer satisfaction

Most customers are satisfied with ANWAR SECURITIES LTD’s services.

57

Wide range of customer groups in terms of age and occupation.

The broker house provides incentive bonus to its employees on the basis of two

festivals and earned profit beyond the target profit(commission) during the year.

This year the broker house increase basic salary as well as two festival

bonuses100% of the basic salary which motivate its employees to perform their

activities effectively and efficiently.

The employees of the broker house are Young, energetic, creative, cooperative

and friendly. Their dealings with the client are cooperative and friendly which

creates attractive perception about the client and interest to do business with the

broker house.

Because of the medium marketing effort of ANWAR SECURITIES LTD the

profit amount has increased in slow way but capturing many clients. For this even

when competition has increased due to the intrusion of some new local broker

houses, ANWAR SECURITIES LTD has become successful to open two new

branches at Uttara and Dhanmondi in a very short time

ANWAR SECURITIES LTD also gives preferences to its local customer through

its marketing efforts. The number of branches of Lanka Bangla Finance is

comparatively higher than other illustrative broker houses. As a result it covers a

higher market segment and sector of the whole country.

Identification of Some Problems

Pressure from MD, CEO, and Politicians for opening B.O A/C without

maintaining proper documents stated by SEC and DSE regulation.

Not enough branch offices in Bangladesh.

Defective Legal System.

Lack of Supervision and Monitoring:

Changes in Policies in a very short time

Lower Remuneration Structure

Insufficient employees for this reason the broker house do not provide sufficient

service to its potential customer. Mainly in pick period the presser of customer is

very high.

58

Not enough office space in Head Office

Sometimes car parking problem.

As the lack of employee, they do not give time to the potential client for his

(client) own Interest, sometime some employees misbehaved to the client.

Introduce problem is a great problem most of the employee does not help the new

client as an introducer.

Most of the employee does not accept torn taka from the potential client.

Limitation of proper training for this reason most of one department employee do

not know the other department's work properly.

There is only one employee who setup or entry data all B.O forms in Head Office.

Employees do not maintain formal dress in office.

Some of the employees do not have specific duties.

Employees do not maintain office time regularly.

New employees are recruiting in internal recruitment procedure.

Recommendations

ANWAR SECURITIES LTD is a well established broker house in Bangladesh. It is

providing maximum services to the customer than other broker houses. But it has some

limitation that is mentioned above. I want to give some suggestion to remove these

problems or reduce these problems ANWAR SECURITIES LTD should increase

manpower. Not only in Head Office but also other branches need more employees to

provide maximum service. At least in IT department and customer relation department

the Broker house should provide sufficient employee.

The concluding remarks on the above mentioned topic, its discussions, analysis and

evaluation are as follows with recommendation:

Setting proper planning for each and every work as well as for the whole

department. Managerial supervision is also wanted to increase.

Reduce the service charge for account and other service charge. Because most of

the customer complaint about over charging ex: Statement issue charge.

Proper maintenance of files and necessary files and documents on daily basis.

59

Ensure that every one working in Back Office Software knows it properly and

giving them personal ID and password.

Changes in broker house policies will not be sufficient the purposes unless it is

followed by a change in the attitude and outlook of both the customers and the

broker house employees.

ANWAR SECURITIES LTD should be enforced to expand its activities in the

rural areas to serve the national interest.

ANWAR SECURITIES LTD should introduce extra service for the best

customers who invest large amount of money in capital market which will attract

the good customers. It is observed that small investors are given same facilities

compare to large investors.

For motivating the employees to perform their activities efficiently and effectively

ANWAR SECURITIES LTD should restructure the remuneration structure of the

employees.

Since the B.O. A/C Charge of ANWAR SECURITIES LTD is comparatively

high; it can attract more customers by lowering the B.O. Account charge in

opening A/C, closing A/C, and annual fee.

If the broker house wants to provide services to the customer easily and

comfortably it should increase the number of branch and should it place in a

suitable situation when the client come and parks their cars easily.

Introducer is an important factor for open an account most of people do not have

introduce but they wants to invest money to the capital market. So for increasing

investment in capital market the employee should do their function by helping to

find introducer for their customers.

To reduce the bad character of employee the broker house should provide

psychological training. Another reason of misbehavior is lack of employee. The

present employee became fad up and they misbehave to the client.

Conclusion

We moved a long way from the time when the broker houses were the member of the

stock exchange as financial intermediary who got license from SEC to buy or sell

60

securities on behalf of its client .It charges commission on the gross value if the deals

happen The old concepts, attitudes and methods in broker house have undergone a

marked change all over the world. Modern broker house is an outcome development

driven by changing financial activities and lifestyle. Bangladesh has not lagged behind.

Broker houses are required to participate in the nation building activities and act as agent

for bringing about socioeconomic changes.

Entering as a old broker house in private broker houses scenario of capital market of

Bangladesh, ANWAR SECURITIES LTD is constantly try to cross the obstacles

regarding typical business oriented ideas and come up with innovative curtailed to its

Consumers need to harvest maximum benefit for them ANWAR SECURITIES LTD is a

third generation bank inaugurated in 1995 with a mission of providing best broker house

service by ensuring customer trust in the country to enhance economic activity.

In the world of global economy, broker house business needs have become more diverse

and exotic than ever before. In this regard ANWAR SECURITIES LTD promises to

fulfill every possible Customer needs with high quality service and satisfaction. This

success has resulted from the dedication, commitment & dynamic leadership of its

management over the periods. To become market leader in providing broker house

services, introduction of sophisticated instruments i.e., automation process and provided

necessary technical & logistic supports like installation of computers (with network

connections). ANWAR SECURITIES LTD is maintaining it’s competitiveness by

leveraging on its ON-LINE (WAN) trading system in specified places of brokerage

house. The company has necessary office Software and modern IT infrastructure. Though

having some drawbacks the brokerage house overall performance is satisfactory. I wish a

prosperous future for the brokerage house.

61

Reference Book

1. Kotler Philip “Marketing Management” Upper Saddle River, New Jersey,Pearson

Education,2003.

2. http://en.wikipedia.org/wiki/Bangladesh , 8 October 2009 at 09:26, Bangladesh

3. Hossain Motaleb, Administration Officer. August 11, 2009.4. Rasel Md. Authorized Representative. August 12, 2009.

5. Hossain Sanoar. Authrized Representative. August 25, 2009.

Internet

Website:

www.google.com

www.encyclopedia.com

Other Reference

Brochures of products of ANWAR SECURITIES LTD.

Annual Report 2006 – 08, ANWAR SECURITIES LTD

http://www.encyclopedia.com/

http://www.google.com/

http://en.wikipedia.org/wiki/Bangladesh

62

Leaflet, Booklet and department published documents.

Prospectus of ANWAR SECURITIES LTD.

63

APPENDIX

QUESTIONNAIRE

A Survey on Customer Satisfaction

BRAC UniversityBBS Department

Surveyed By:_________________

(Please Put a Tick Mark in your selected one)

Personal Information:

1) Your Relationship with ANWAR SECURITIES LTD:2)

a) 0-2 years b) 3-4 years c) 5-6years d) 6or more years

2) In which age group do you belong?

a) 18-30 b) 31-42 c) 43-55 d) 56 or more

3) What is your occupation?

64

a)Service b)Buiness c) Student

4) Your income range-

a) 10,000-20,000 b) 20,000-30,000 c) 30,000-40,000 d) Above 40,000

Features:

13) How satisfied are you with the quality of customer service department?

a) Very Satisfied b) Satisfied c) Neutral d) Dissatisfied e) Very Dissatisfied

14) How satisfied are you with the IT department service ?


15) How satisfied are you with the product Knowledge of customer service officer?


16) How satisfied are you with the fees/service charge of ANWAR SECURIRTIES

LTD.?


17) How satisfied are you with the authorized traders service while communication in

phone?


65

18) How satisfied are you with the way of is service?


19) How satisfied are you with the system of B.O account form opening procedure?


20) How satisfied are you with the delivery method of Cheque / share balance/stock balance/ledger Statement?


21) How do you feel when you come to a ANWAR SECURITIES Branch office?


22) How do you feel when you come to customer relation officer?


23) How likely are you satisfied to repurchase products and services from ANWAR SECURITIES LTD ?


12) How would you rate your level of satisfaction with ANWAR SECURITIES LTD., in regards to price(commission)?


24) How satisfied are you with ANWAR SECURITIES LTD in regards to value?


66

13) How satisfied are you with ANWAR SECURITIES LTD to recommend to a friend or relative?


14) How satisfied are you with the manner of the employees?


15) How satisfied are you about the waiting time for having your question addressed?


External Factors:

1) If changes are needed than what type of changes you recommend?

…………………………………………………………………………………………

………………………………………………………………………………………….

………………………………………………………………………………………….

2) Any other Suggestions?

………………………………………………………………………………………….

………………………………………………………………………………………….

67

Thank You

anwar securities ltd

Documents