Chapter: 1 Introduction

1.1 Introduction: The importance of financial intermediaries in the development of the overall economy of country cannot be described in short. From the inception of the civilization the banking sector dominate the economic development of a country by mobilizing the saving from the general people and channeling those saving for investment and thus economic development and growth. With the emergence of banking sector in Bangladesh govt. has also come through different activities to reform and revitalize the sector. Prime Bank is one of the key players of this sight. Prime Bank Limited is the leading private sector bank in Bangladesh offering full range of Personal, Corporate, International Trade, Foreign Exchange, Lease Finance and Capital Market Services. Prime Bank Limited is the preferred choice in banking for friendly and personalized services, cutting edge technology, tailored solutions for business needs, global reach in trade and commerce and high yield on investments, assuring Excellence in Banking Services

1.2 Objective of the Study: 1. To gain marketing strategy of Prime Bank Ltd. 2. To identify the weakness of marketing strategy 3. To improve and broaden the range of product and services.

1.3 Methodology: Sources of data: Primary and secondary data has collected for intern report. 1.3.1 Primary Source: Primary data has been collected from various clients. Even I have asked some of the employees of Prime Bank Ltd to collect the basic information about Prime Banks market segmentation. I have taken the help of some book also to get the brief idea about market segmentation. 1.3.2 Secondary sources: Secondary data collected for research paper. It is collected secondary data for my Research paper from: Annual reports of PBL; Bank records/documents; Journals of the Bank; Different books, training papers, manuals etc. related to the topic; Website of the Bank.

1.4 Limitations: The one of the main limitations of the research paper was to conduct a small-scale survey. Time period was the other limitation for collecting information, which was only three month long. Insufficient supply of relevant books and journals.