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SUBMITTED BY:

Name: ID: SIGNATURE:

Wahiduzzaman Khan 2010-2-10-324
Pronoy Mukharjee 2011-1-10-397
Md. Zahirul Islam 2011-1-10-211
Ahmed Moon 2011-1-10-410
Sazzadul Islam 2011-1-10-327 ..
Md.Mehedi Ali Imam 2011-1-10-030










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EXECUTIVE SUMMARY:
I have used both primary and secondary data for preparing this report. But most of the data
collect from primary source. I observed various activities of commercial bank of Ceylon .My
practical experience on commercial bank of Ceylon head office of Bangladesh which is great
source of information. Corporate Social Responsibility is an integral part of CBC Culture.
Through different projects we hope to contribute to the community, but our main focus is to help
the Underprivileged community in Bangladesh. CBC has always been active in social
responsibility projects since the beginning. Extending beyond the borders of its financial domain,
CBC is involved to finance eco friendly business activities and energy efficient industries.
Environmental infrastructure such as renewable energy project, clean water supply project,
wastewater treatment plant, solid & hazardous waste disposal plant, bio-gas plant, bio-fertilizer
plant are being encouraged and financed by Bank after necessary credit due diligence. Consumer
loan programs may be applied for promoting environmental practices among clients. CBC
introduced and encouraged clients to use Online banking to view their daily transaction and to
effect transactions and pay bills via the Internet on a secure website. Bank has given more
emphasis to make the easiest way to help environment by eliminating paper waste, saving gas
and carbon emission, reducing printing costs and postage expenses.











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INTRODUCTION:

The commercial banking system dominates Bangladeshs financial sector. Bangladesh Bank is
the Central Bank of Bangladesh and the chief regulatory authority in the sector. The banking
system is composed of four state-owned commercial banks, five specialized development banks,
thirty private commercial Banks and nine foreign commercial banks. The Nobel-prize winning
Grameen Bank is a specialized micro-finance institution, which revolutionized the concept of
micro-credit and contributed greatly towards poverty reduction and the empowerment of women
in Bangladesh.
With an unblemished history of nearly a century in the Sri Lanka's Banking arena, Commercial
Bank has been rated as the Best Bank in Sri Lanka for the 14th successive year by Global
Finance magazine - New York, as Bank of the Year Sri Lanka by The Banker magazine - UK for
seven years, affirmed rating of the bank by Fitch Ratings Lanka Ltd and Bangladesh Operations
has been rated as AAA by CRISL (Credit Rating Information and Services Ltd). Equipped with
modern technology and a unique versatility as an efficient service provider, the Banks mission
is to 'Redefine convenience in financial services.
Over the period of last 7 years of operation in Bangladesh, CBC has expanded its branch
network to 7 branches, 2 booths, 2 specialised OBU sections in Dhaka(Dhanmondi) and
Chittagong(CEPZ) and 6 SME centres in Bangsal Road(Dhaka), Progati Sharani(Dhaka),
Shantinagar(Dhaka), Tongi (Dhaka), Jubilee Road(Chittagong) and CDA Avenue (Chittagong).
Unique products and services, superior service quality and efficient and customised solutions to
the requirements of corporate and personal banking customers are hallmarks of the successful
stride of CBC in Bangladesh.

Corporate Social Responsibility is an integral part of CBC Culture. Through different projects
we hope to contribute to the community, but our main focus is to help the Underprivileged
community in Bangladesh. CBC has always been active in social responsibility projects since the
beginning. Extending beyond the borders of its financial domain, CBC is involved to finance eco
friendly business activities and energy efficient industries. Environmental infrastructure such as
renewable energy project, clean water supply project, wastewater treatment plant, solid &
hazardous waste disposal plant, bio-gas plant, bio-fertilizer plant are being encouraged and
financed by Bank after necessary credit due diligence. Consumer loan programs may be applied
for promoting environmental practices among clients. CBC introduced and encouraged clients to
use Online banking to view their daily transaction and to effect transactions and pay bills via the
Internet on a secure website. Bank has given more emphasis to make the easiest way to help
environment by eliminating paper waste, saving gas and carbon emission, reducing printing costs
and postage expenses.


SITUATION ANALYSIS:
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Cultural forces
Companies are facing the challenges of adapting effectively to the changing environment in the
context of globalization and in particular in the banking sector in Bangladesh. Although
Consumer Rights Movement, enforcement of government regulations and a structured view
regarding the economic importance of Social responsibility are not yet so widespread in the
corporate world in Bangladesh, companies have gradually attaching more importance to Social
responsibility in the local market as well. They are increasingly aware that Social responsibility
can be of direct economic value. Companies can contribute to social and
environmental objectives, through integrating Social responsibility as a strategic investment into
their core business strategy, management instruments and operations. This is an investment, not a
cost, much like quality management. So, business organizations can thereby have
an inclusive financial, commercial and social approach. A company should identify key cultural
differences in the country where it is doing or intended to do business and then it must need to
alter its customary practices to succeed there.
3.1 Alternatives banks
Bangladesh bank is the central bank that operates other bank. According to rules and regulations
of Bangladesh bank other banks are doing business in Bangladesh. There are 4 state owned
banks, 31 private banks, 8 Islamic commercial banks, 9 foreign commercial banks doing
business in Bangladesh including commercial bank of Ceylon. (3, 1)

3.2 Religion
According to the World Factbook (2010), 89.5% of the population in Bangladesh is Muslim (4).
The religious belief and practices have influence and impact on national/international business
that is seen in a cultures values and attributes toward entrepreneurship, consumption and social
organisation. Many Muslim workers require extra time break for daily prayer. So in this aspect
commercial bank of Ceylon have to offer their services in Islamic view. As other Islamic
commercial banks are offering. That will help CBC to sustain in market.


3.3 Population demographics
Bangladesh tops South Asia with its average life expectancy of 61 years. The population of
Bangladesh ranks seventh in the world with about 140 million people and it is one of the most
densely populated countries in the world. Due to the total size of the population, good life
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expectancy and the stable growth of economy, the country has considerable market for banking
service.

4. Technological environment
The need for faster technological development is increasingly felt in Bangladesh.
Development plans of Bangladesh have emphasized science and technological research to
develop technologies through adoption of imported technology as well as development of
indigenous technologies. As the country is heavily dependent on imported technologies, proper
planning is required for its effective transfer through acquisition, assimilation and adoption. A
National Science and Technology Policy has been formulated and adopted by the Government. It
has laid down the directions for S and T activities and research,
institutional and manpower development, Dissemination and documentation facilities. The
National Council for Science and Technology (NCST) determines S and T
policies, reviews the activities of different institutions and provides direction towards S and T
research and activities.
To address the growing demand for a fast, secure and state-of-the art payment system in
Bangladesh, BB took initiatives to establish country-wide electronic payment infrastructure
replacing the traditional paper based clearing and settlement system. The change initiatives are
focused on the following core areas -
Payment Systems Strategy
Automated Cheque Processing System
Electronic Funds Transfer
Mobile Financial Services
E-Commerce and m-Commerce
National Payment Switch
Legal & Regulatory Framework for electronic payment systems

4.1 Research and development
Foreign direct investment has brought about the globalization of production, but this has not led
to the globalization of technological innovation in Bangladesh. Large companies have tendency
to concentrate their R&D activities in their home countries, but progressively specialized R&D is
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being decentralized to overseas locations, to benefit from different areas of excellence in
different localities.

4.2 Core banking software
Bangladesh bank instructed commercial banks to implement core banking solution (CBS) and
establish inter branch connectivity among the bank branches. According to Bangladesh bank at
present 37 banks have full online banking and 4 have partial online banking and 6 will have
online banking very soon. Commercial bank of Ceylon has online banking system among their
branches. (2)

4.3 E-commerce
Bangladesh Bank approved the following e-Commerce activities for the commercial banks:
Online payment of utility bills from client's accounts to recipients accounts.
Transfer of money from one account of a client to another account in the same bank.
Payment / collection of money from buyers bank account to sellers bank account for buy/sale
of products under e-commerce. Transaction via credit card is also available.
Commercial bank of Ceylon is offering these services to its consumers.(1)

4.4 Bangladesh Electronic Funds Transfer Network (BEFTN)
BEFTN is the maiden initiative for electronic (credit and debit) transfer of funds. This network
facilitates the transmission of funds between the banks electronically, which makes it faster and
efficient means of inter-bank clearing over the existing paper-based system i.e., BACPS
Commercial bank of Ceylon is offering these services to consumer both effectively and
efficiently. (1)



THE MARKETING MIX:
SWOT ANALYSIS:
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SWOT Analysis is an important tool for evaluating the companys Strengths, Weaknesses,
Opportunities and Threats. It helps the organization to identify how to evaluate its performance
and can scan the macro environment, which is turn would help the organization to navigate in the
Turbulence Ocean of competition. Following is given the SWOT analysis of Commercial Bank
of Ceylon.

Strength:
Strong Board of Director:
The Board of Director of that Bank is stronger of than other Bank. Mr Dinesh Weerakkody
joined the board of Commercial Bank Plc on the 29th of July 2005. He was also Advisor to the
Prime Minister of Sri Lanka from 2002-2004. Mr Weerakkody has served in many Cabinet Sub
Committees and national level committees on Economic Affairs, International Affairs and
Labour Management.
Top Management:
The top management of the Commercial Bank of Ceylon.They contributed yearly towards the
growth and development of the Bank. The top management have long experience skill full and
efficiency in the financial sector of our country. Ajith Naranpanawe is a Country Manager and
D. Das Gupta is Senior General Manager of this bank.
Company Reputation:
The reputation of the bank is increasing day by day. People are relying on this bank gradually.
The Commercial Bank of Ceylon has attained reputed company in the Banking industries of
Bangladesh and international. Then another Bank as a new corners. The Bank Bangladesh Ltd.
Violent growth in the profits and deposits within a few period.
Modern Facilities and Computer:
From the very beginning Commercial Bank of Ceylon tries to furnish their work surroundings
with modern equipment and facilities. For speedy service to the customer, Commercial Bank of
Ceylon had installed money-counting machine in the teller counter. The bank has computerized
banking operation under software. More over computer printed statements are available to
internal use and occasionally for the customers. The Commercial Bank of Ceylon transaction all
international passports, L/C, message by swift online.
Stirring Branches:
From the formative stage of Commercial Bank of Ceylon tried to furnish their branches by the
impressive style. Their well-decorated branches gets attention of the potential customer, this is
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one kind of positioning strategy. The Gulshan Branch is also impressive and is comparable of
foreign banks
Weakness:
Adverting and promotion:
The Advertising is more helpful for growing the organization. Marketing police rely indicate on
organization future portion. But there are no aggressive marketing activities of Commercial Bank
of Ceylon. it important weakness for Commercial Bank of Ceylon this weakness pushes the bank
for behind from the other competitor. Their media coverage is so much low that people do not
know the bank thoroughly.
Advertised are -
Billboard: There are few Billboard of Commercial Bank of Ceylon. it is not sufficient marketing
Activities.
Incorporate Image: Save the environment by young plant seedling.
Geographical Coverage:
There are 64 districts in of Bangladesh. But Commercial Bank of Ceylon has a few numbers of
branches. Their major branches are located at main business caters of urban areas across the
country and remaining few branches are at rural areas the bank should be coverage geographical
area by expansion their new branches.
Opportunities:
The external factor that is helpful to achieving the objective of the organization.
In simple words, opportunities means, the favorable chances in the external environment due
which organization achieve growth & enhancement. The opportunities of commercial bank of
Ceylon are given below:

a) Organization is made up two types of recourses, such as physical & human resources
which come from external environment. If we utilize theses two resources efficiently,
then there is no doubt to say that, it is the opportunity for the organization, in order to
achieve growth.

b) In the age of globalization for achieving growth, the competent and skillful English
speaking employees are one of the requirements of the organization.
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c) The Commercial Bank of Ceylon can increase the extensive advertisements of new
products, services, vacancies, in order to increase customers & heir competent
employees.

d) In order to achieve economic growth, the commercial bank of Ceylon expands the
research and development department. Because the focus of these departments are to
introduce & innovate new products & service etc.

e) Effective communication with customers will lead the organization towards success.

f) The Commercial Bank of Ceylon accepts money from savers & uses those funds to make
loans to the demanders of the funds. The bank increases the amount of loan, in order to
attract the large number of customers. The bank is large & expanding day by day because
customer accepts it.

g) The Commercial Bank of Ceylon involves in creating public relations that will increase
the profitability of the bank. Often, public relations are conducted through the media that
is newspaper, TV, internet, magazines etc that attract a large number of customers.


Threats:
The external factors that is harmful to achieving the objective. In simple words threats mean the
unfavorable chances in the external environment due to which organization not achieve growth
and enhancement. The threats are:
a) We avoid discrimination because it is harmful for the organization in achieving its
objective. Where the employees from external environment. Right person is for right for
job.

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b) To avoid illegal activities in external environment. To take bribe or any other benefit
from people will reduce the image of the organization.

c) Major credit risk is concentrated in textile and industrial sector. In recent years the
commercial bank of Ceylon using the credit limits for managing the credit risks obtain
adequate collaterals from their customers.


COMPARISON ON THE INTERNATIONAL MARKETING S STRATEGIES BEING
USED:
Commercial Bank of Ceylon, a part of the Brand Finance network, which is a brand valuation
and strategy company with its headquarters in the UK, has published its Brands Annual
publication recently and Bank of Ceylon, Sri Lankas No. 1 bank, set a record for the first time in
Sri Lanka by becoming the No. 1 brand in the country for the fifth consecutive year. According
to Brands Annual edition 2013, Brand value of Bank of Ceylon has increased from Rs. 15.19
billion to Rs. 24.15 billion in the year 2013.
This is a significant growth of 62% compared to the previous year.
The multi-faceted services are greatest strength of BOC. From the childrens savings account to
corporate credit, for State sector and private organisations, BOC is at every level. The State-
owned commercial bank in Sri Lanka has branches in Chennai and Male and also has banking
operations in the United Kingdom.
BOC has the strength and the diversity of resources to offer its customers a range of financial
solutions, from corporate banking, personal banking, SME banking, Islamic banking, investment
banking, off-shore banking, development banking, international and treasury and trade financing
services, through its widely spread branch network covering all parts of the country.


WAYS THAT CAN IMPROVE INTERNATIONAL STRATEGY:
Banks marketing is defined as a aggregate of function directed at providing service to satisfy
customers financial needs and wants, more effectively than the competition keeping in view the
organizational objective of the bank. The bank marketing has become a very complex yet
interesting subject as it requires the knowledge of economics, sociology, psychology, banking
and also core marketing concept.
a) Marketing Approach to Banking Services
b) Identifying the customers financial needs and wants.
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c) Develop appropriate banking products and services to meet customers needs.
d) Determine the prices for the products/services developed.
e) Advertise and promote the product to existing and potential customer of financial
services.
f) Set up suitable distribution channels and bank branches.
g) Forecasting and research of future market needs.


BIBILIOGRAPHY:
(wahid)
1) https://www.google.com.bd/url?sa=t&rct=j&q=&esrc=s&source=web&cd=1&cad=rja&u
act=8&ved=0CBwQFjAA&url=http%3A%2F%2Fwww.bangladesh-
bank.org%2Fpub%2Fspecial%2F14062012.pdf&ei=9325U9vyKMSOkwXlqIEI&usg=A
FQjCNECH_zXeo_b4XmCptsv5XA2j5ti6Q&sig2=xkPPXtnDo7rBCAP09KraJw&bvm=
bv.70138588,d.dGI
2) http://bangladeshibanks.blogspot.com/2012/04/commercial-bank-of-ceylon-cbc-in.html
3) https://www.google.com.bd/
4) https://www.cia.gov/library/publications/the-world-factbook/
5) http://econ.worldbank.org/WBSITE/EXTERNAL/EXTDEC/EXTRESEARCH/EXTPRO
GRAMS/EXTFINRES/0,,menuPK:478071~pagePK:64168176~piPK:64168140~theSite
PK:478060,00.html
(wahid)