ASKARI BANK LIMITED

Training programI got training in different departments in Askari

bank GT road branch Gujranwala.  I completed my training in 7 weeks .

There were different tasks  which were assigned to me in these departments the mostly the Askari bank depends work on these department in which I got training or which are very necessary for banking training.

Deposits departmentIn deposits department I got training in different

operations activities like:Account openingCheque book issuingStop paymentStatement issuanceDormant account activationTerm deposits

Procedure of Account OpeningI open the many customers new accounts with

responsibility which was assign to me. When a new person want to open a new account he takes the form he fills it with the all the information which are to fulfill in the forms.

Then this form is verified by the deposits department. If the deposit department is satisfy with the with the fill forms then he opens the account of customer.

Credit departmentAfter the account opening department t I was

assigned the work of the credit department of the bank.

This department provides the loan facility to the customers. These departments receive deposits at low rate.

Clearing departmentIn this department the funds of the one branch of

the bank are transfer to the same another branch of the banks. In this department the clearing house works .In clearing house the daily transaction are keep when the checque are drawn. The clearing department has two

 types which are clearing inward and outward. The different types of checques are collected for clearing transaction which is as under.

      Collection cheques      Transfer cheques      Clearing cheaques

Remittance departmentAfter the clearing department I do training in

remittance department , remittance department plays a very Important role in the bank what is remittances .

This department transfer of   funds from one place to another or from one person to other persons.

In this department the money is transfer so many ways from one place to another place. Like pay oeders and demand draft etc

Cash departmentI was assigned the work of cash department. The

cash department deals in cash deposits and payments. In the cash department I work with more care because it was the very responsible work which was assigned to me .I receive daily lot of government receipts.

 The most interesting thing which I see the ATM machine facility of this department through the ATM the burden of payments is not much make to me .the most of the people have the ATM card . 

Overview of the OrganizationAskari Bank History

Askari Bank was incorporated in Pakistan on October 9, 1991.It commenced operations on April 1, 1992. The Bank is listed on Karachi, Lahore and Islamabad Stock Exchanges.

Askari Bank has since expanded into a network of 261 branches / sub branches, including 34 dedicated Islamic banking branches. A shared network of 5,903 online ATMs covering all major cities in Pakistan supports the delivery channels for customer service. As at December 31,2012, the Bank had equity of Rs. 19.7 billion and total assets of Rs. 353billion, with 907,984 banking customers, serviced by our 6600 employees.

Nature of the Organization

In 1992, Askari bank was established .The Askari bank is providing the services all over the world to their customer. It has 200ATM machine are which providing the cash  services to the customers .The Askari bank is also providing his best services to the Government. It receives the deposits at low rate and gives the loan at higher rate. The difference between the receiving and giving loan rate is the profits of the organization. Its total home branches are 275 .The Askari bank is also the representative of the state bank of Pakistan.

Product lines and brand portfolio of the organization

1-Askari bank provides the lot of products services to the customer all over the country.

2-The Main product are which are proved by the Askari bank are as under

Mahana BachatSafari Mahana bachat account is a termDeposit designed for individuals withA short to medium term investmentAppetite. It offers customers the optionOf investing for one and to three years.Tenures and has been designed keepingIn view savings needs of customers whoWant profit on a monthly basis.

Current Account Current accounts cater to the variety of

financial needs of our diverse customer base with added benefits of free ATM card, cheque book, issue of demand drafts / pay-orders and much more.

Savings Account A range of saving accounts offered by the

Bank to both individual and institutional customers include Askari Special Deposit, Value Plus Savings besides normalsaving account based on profit and loss

Products Investment Certificates

Askari Bank’s Investment Certificates provide the added security, investment and monthly return to the customers. These certificates are negotiable and can be transferred to third parties. Investment Certificates are available for a three month period and profit is payable on a monthly basis.

Umbrella brand strategy in Askari bankThe Askari bank uses only the umbrella strategy

for their brands..This strategy is similar to source brand strategy.

This type of strategy the Askari bank to when same brand supports several products in the different market. This strategy has increase the Askari bank product all over the world. The benefits of the umbrella brand strategy are:

      The Askari bank gets the economic benefits through this strategy

      It increase the goodwill of the Askari bank.      It has less costs      It achieves the lot of awareness  of the brand

in the market.

List of Main Client of Askari bank Government institution      Semi government institution      Industrial organization      Agricultural organization      Govt employees      Student      International firms      National firms      Pakistan telecommunication  company limited

List of Main Competitor of Askari bank ALLIED BANK       BANK AL HABIB       HABIB BANK       BANK OF PUNJAB       BANK ALFLAH       ISLAMIC BANK       MUSLIM COMMERCIAL BANK   DUBAIE ISLAMIC BANK       UNINON BANK LIMITED       SONERI BANK LIMITED

  

Organizational structureOrganization Hierarchy Chart

Board of Directors President & Chief Executive Executive Committee Information Technology Committee Human Resource & Remuneration Committee Executive Incharge President Support Office Country Head Risk Management Group Head Business Transformation Global Treasurer Country Head Islamic Banking Services Country Head Audit and Inspection Group Head Operations Country Head Compliance & Data Chief Financial Officer Company Secretary Country Head International Banking Country Head Consumer Banking Services Chief Information Officer Country Head Special Asset Management Group Head Marketing & Strategic Planning Group Head Corporate & Investment Banking Country Head Human Resource Chief Credit Officer Group Head Commercial Banking Budget Committee Risk Management Committee Audit Committee

All Department Introduction Askari bank

.The Askari bank contain the many departments this department introduction is here under.      Cash department      Credit department      Remittance department      Operation department      Account opening Department     Customer services department      Agricultural department      The I.T department.      The Audit and inspection department.      Account Department.

Structure of Marketing DepartmentMarketing Manager

Who manage all marketing affaires and prepare strategies to achieve the marketing goal and targets.

-Business development officersWho achieve there personal goals and targets

and answer the manager about there progress.They are well aware of the marketing needs and

the products of the bank.Targets have been allocated them and they are

tiring their best to achieve their targets.

HOW MUCH EMPLOYEES ARE WORKING IN DEPARTMENT?6600 employees are working. Every employee

working in bank is responsible for completion of their work.

Like other banks the Bank also perform the main function of marketing.

The employees which are working in Askari bank are performing the faction of marketing .

Marking operation in the Askari bank This department is preparing to verify the

situation of different branches in the county.

And it compares it to previous year to current year.

Function of marketing departmentThe function of the marketing department of a

Askari bank is to advertise about the bank and reach more possible customer who would open accounts with the bank .

They usually start up the campaign or a promotional scheme explaining a benefit that come along with the process of account opening with the bank.

The Segmentation Strategy ofAskari bankAnother important function of the bank is

to   use of the segmentation strategy.In it the Askari bank divide the market into

distinct group of buyers with different needs how might require.

It is very important strategy which is applied by the operation marketing department in the.

The Target Marketing Strategy of Askari bank

The Askari bank carefully on purpose analysis of the customer .

The Bank selects the target market and then design the strategy according to them.

The bank use the different technique to reach the target customer .

Product planning development and management

Another important function of bank is the planning of product, development and management of their employees.

The bank makes the plan how to   develop, .the product and to manage all the related issues.

Positioning strategy of Askari bank

The Askari bank offers his product and services in this way that their image to occupy a distinctive place in the target mind of the customers.

Which is helpful to retain in the market and survival of the business.

The pricing strategy of Askari bankThe bank sets the prices according to the

customer completion and the bank position in the market and keeps the customer needs in minds.

The bank set the suitable prices according to the product value in the market.

Distribution strategy of the bankThe bank see the customer where they are which

is the effective place for the distribution of the product .Is the customer will get over product at this place easily or not. The marketing department try to find a cost-effective place which where the bank products should be available at low cost.

Promotional strategy The Askari bank also take part in promotion

strategy for this the bank take the help of advertising which is very necessary for introduction of new products to attract the new customers.

The bank use different types of media channels

for this purpose.

Structure of Sales departmentRetail G M He is responsible the whole organization

progress and have powers to effect the organization sales and sales officers.

Retail manager He is responsible for manage the retail staff and

achieving their sale tasks

Retail officer He is direct involve the sale and provide the

feedback to the whole organization.

How many employees working in the sales department

1-The employees which are working in Askari bank are performing the faction of sales department .

2-The employees which are working they are maximum 6 to 8 employees.

3- In which branches I do working out they all are experts of sales of operation function.

Sales Operation in the bank1-Sales operation department set of business

activities and processes that help the bank run effectively, and efficiently

2-The sales operation department set the strategies and objective which are main focus of the bank .

3-The sales operation department help the bank in his operation.

Purpose and benefit of sales operation in the bank

Without the sales operation department the any bank cannot run successfully

 The main function of sales operation Department is to bring together the branches and customer .It save the time of management. which is a good sign for the progress of bank .We have judge the progress of these banks  branches has much increased Through this we know how much sales are made during  a year and how much bank has earn profit

 Another one the main faction of sales   operation department of is to cut the predicament between the employees and management

Function of sales departmentThe main function of sales department in Askari

bank is to attract and retain customers.

Many affecting parts are joined to this but the important objective is to attract and retain the customers.

The sales department in Askari bank is very active department it is always works for the benefit of customers.

Sales MethodologySales methodology is the accepting customization

and suggestion of the sales process uniquely for the product being sold the target clients and the degree of sales complexity.

Sales methodology is the sales technique which use in the selling of products by the Askari bank

The Askari bank uses the different technique to for their sales .The bank provides the better sales to their customers so the customer should be satisfy with their goods.

Method of sellingThe Askari bank use the different selling

techniques to sell their products and services efficiently to their customer. 

The Askari bank use the following modes to sell their products

      .Direct sales      Indirect sales      Online sales      Industrial sales      Relationship sales      Agency based sales

The types of Selling like personal selling and door to door selling etc

‘The personal selling the interpersonal communication often face to face ,between a sales representative and an individual or group ,usually with the objection of making a sale’

So the Askari bank hire the sales representative or the marketing employees for the purpose of the personal selling.

This staff meets the different customers and knows about the different customers needs about the products which they really want to satisfy their needs.

Public relationThe public relation is the technique and activates

designed to establish and protect the reputation of a company or brand, and to create and promote favorable relationship between the organization and targeted segments of the public or client base”

The bank himself personally meets different people who are doing their business at large scale. So the bank can achieve this big investor which is very useful for the bank progress.

The Website The Askari bank also has the website to

providing the every information to their customer who wants to make relation with the bank.

The website is very useful for any person who is

sitting in their whom can log on to the bank website for any kind of information relating to the banks accounts, products and services.

The Sales Return procedureThe Askari bank also provide the facility of sales

return to their customers.

The bank provide the sales return according to their facilities which are provide by the bank to their customer.

The sales return procedure primarily based on the products which are provide by the bank to   their customers.

Customer Services Department in Askari bank

The Askari bank prepare the customer services department for the help of customers. The important one services of the customer service department is the ATM card facility to their customer .

This department also provide the online shopping facility. Through the online the customers can get every thing while he is setting in his whom.

This is the most important one services which the bank is providing to their customer .it reduces the expenses and time of the customer.

Developing relation with the customer of the bank

 The Askari bank maintains good relation ship with their customer. The bank try his best to provide all the services which are very necessary to maintain a good will of the bank.

The bank develop the relation with the customer by offering the ATM, credit card and by opening different type of account at low rates.

Techniques of the retaining customer in askari bank The bank main focus is to retain the customer.

These customers are the very useful customer for the bank. These customers increase the goodwill of the bank. The following techniques can be use to retain the customer

      Always respond quickly to their needs      Avoid irritations      Always make product available      Always give special attention to the customer      Always protects the customer rights      Handle the complaint quickly      Use the easily language with them which he

can understand easily

Techniques for the attracting new customer in Askari bank

. The customer is always in a search that he must be provide the better services the bank provides the lot of services that is why  the bank is making progress day by day.

The bank provide the every services that are always in the fever of the customers.

The bank attract the new customer by providing satisfaction and fulfilling his needs in best ways.

The Askari bank also usese the Communication Skill to attracting the new customer

Communication is the life blood of every organization without the proper communication any organization cannot make progress.

The customer service department uses

communication skill to cover the customer who come to their online websites and visits their business place.

By launching the Website the new customers can be attract

The website is a useful tool of attracting the new customers.

The bank also launch the website to providing the every information to their customer for attracting the new customers.

The website is very useful for any person who is sitting in their whom can log on to the Askari bank website for any kind of information relating to the bank.

Public relations Is another source of attracting the new customers

Public relations is the technique and activates

designed to establish and protect the reputation of a company or brand.

And to create and promote favorable relationship

between the organization and targeted segments of the public or client base.

Handling Different Types of Customer in the Askari bank

Every organization faces good and problem creating customers. The bank also face these kinds of customers .

 These kinds of customers always try to create problem for the bank.

These kind of customer can be handle by talking

politely, and by empathic 

Critical Analysis 1-Askari bank management have no power to

take any type of action, which is too much time consuming & no positive results

2-Nepotism (unfair favor to near ones ) 3-Duties are divided with combinations which

cause of delay in working process and service.   4-Not familiar with the public and large

business community have not interested with the bank.

 5-Employer has not emotional attachment with employees.

6-Employees have not equal opportunities.

SWOT Analysis Strength 1-Have accurate, smooth and fast service against

the other entire bank it have very nice customer dealings and good CRM system to promote the business.

 2-Have good computer software which save a lot of time of the customers and the employees and have good service impact.

3-Have good latest infrastructure which helpful for better service and improve business attraction.

4-Have the strongest balance sheet which is good sign to win the trust of the customers

5- The bank has strong security system about all their affairs.

Weakness; The weakness are internal condition that are useful for achieving the objective of the organization

1-Not accept the change and late use of new things

2-Demoralized employees in connection of legal issues, threats and personal security.

3-Have no procedures and work level is zero for marketing research.

4-Effortless working in credit, trade and promotional sectors.

5-Have no internal intelligence system6-Business growth is natural and belongs to

personal selling (where is own existence) 7-Employees have no reward of service on

retirement.

Opportunity; The opportunity are the external factor which are harmful the organization objective

1-Askari bank should introduce study loan for the students.

 2-have good marketing environment to

launch agricultural loan.

3-Should increase their branches in more areas which other ignored.

 

Threats; The threats are the external factor which are harmful the organization.

1-banking sector is growing in Pakistan have pressure to maintain good position

 2-threat for new entrants 3-introduction of new product by competitor 4-low and free of cost service of the opponents 5-slow growing of business 6-snatching and retention of existing

customers

ConclusionDuring my training in askari bank I have learned

that askari bank have good products, service and procedures to attract the customers and built the business.

  But in the field of marketing and promotion of business their work is not sufficient and they ignored this vital thing and in reaction they face the difficulties to promote their business.

  Askari bank should increase their efforts in the field of trade and credit department a lot of opportunities is still in the market and this is the time to re launch its new products.

  It must boost its marketing efforts and introduced the intelligence system to make up its faults.

 

Recommendations for ImprovementI recommend taking following steps for askari bank

management for the success, of organization.

1-give powers for all type of management to take immediate action on the spot.

  2-Don’t waste time to take approvals for actions.  3-employees selected and don’t promote near

ones.  4-heads remains high and don’t demoralized their

employees at any level and situation.  5-introduced intelligence system and work about

marketing research.  6-take action for the satisfaction of the employees  7-Advertising and launch modern days products.

Thank You