University of Management and Technology, Sialkot

School of Business & Economics

Principles of Marketing

Assignment
SWOT & ANSOFF Analysis of ABL

Grade: - ______________
Date: - _______________

Submitted by: -

Submitted to: -

Full Name: Usman Haider

Complete Registration No.: 15006005008

Maam Amber Awan

Allied Bank Limited

Introduction (1)
Allied Bank Limited was the first bank to be established in Pakistan.
The Bank started out in Lahore by the name Australasia Bank before
independence in 1942; and became Allied Bank of Pakistan in 1974.
In August 2004, because of capital reconstruction, the Banks ownership was
transferred to a consortium comprising Ibrahim Group; therefore, it was renamed
as Allied Bank Limited in 2005.
Today, with its existence of over 70 years, the Bank has built itself a foundation
with a strong equity, assets and deposit base. It offers universal banking
services, while placing major emphasis on retail banking. The Bank has a large
network of 1000 online branches and over 850 ATMs in Pakistan and offers
various technology-based products and services to its diverse clientele.

Vision, Mission & Values

Vision
To become a dynamic and efficient bank providing integrated solutions in order
to be the first choice bank for the customers.
Mission
To provide value-added services to our customers.
To provide high-tech innovative solutions to meet customers
requirements.
To create sustainable value through growth, efficiency and diversity for all
stakeholders.
To provide a challenging work environment and reward dedicated team
members according to their abilities and performance.
To play a proactive role in contributing towards the society.
Core Values

Integrity
Excellence in Service
High Performance
Innovation and Growth

Strategic Objectives

Enhancing brand image and creating shareholders value through

sustainable performance, while optimizing return against acceptable risk
appetite.

Augmenting financial inclusion of unbanked population through innovative

and diversified technologies, building customers confidence through
convenient delivery channels and product designs.
Continuous re-engineering of policies, procedures, SOPs, SLAs and TATs,
ensuring operational efficiencies through effective management of key
resources.
Instilling a culture of ethics and responsibility among human resource and
becoming an Employer of Choice for the Top Professionals.

Products (2)
The bank provides its customer various products & services, to cater there need
of investments, and other social or business requirements. These Product &
Services offered by the bank are as follows:
Personal Banking
Under Personal Banking, ABL offers: Everyday Accounts, Lifestyle Banking,
Savings & Term Deposits, Credit & Debit Cards, Domestic Remittance,
Bancassurance, and e-Banking Services.
Business Banking
Under Business Banking, ABL offers: Corporate & Investment Banking,
Transaction & Business Accounts, Home Remittances to Pakistan, Cash
Management Solutions, Trade Services, SME Financing, and Agriculture Financing.
Islamic Banking
Allied Bank has established its Islamic banking group to offer a diverse range of
Deposit and Investment related accounts ensuring Shariah compliance.
Other Services
Allied Bank's other services include: Extended Hours Banking, Online Banking,
Safe Deposit Lockers, Utility Bills Payments, Allied Phone Banking, and Customer
Support.

SWOT of ABL
SWOT analysis (alternatively SWOT matrix) is an acronym for strengths,
weaknesses, opportunities, and threatsand is a structured planning method
that evaluates those four elements of a project or business venture.
A SWOT analysis can be carried out for a product, place, industry, or person.

Strengths and Weaknesses are usually internal to a company and Opportunities

and threats are External factors.
STRENGTHS
Allied Bank Limited has certain strengths which are different from the other
Banks. ABL is the first Muslim Bank of the world, which is owned and managed
by its own
employs. This is the biggest strength of the Bank. A feeling of ownership ispresen
t in every employ, which not only helps in increasing the productivity of employs
but also creates sincerity with the Bank in them. Strength is the high motivation
of employees to their work because they know that what so ever they do, it will
be in their own benefit. They know that the profit, which they will earn, will be
distributed among all the employees. So they work with high motivation and
concentration. Salaries are very reasonable, so the employees are not financially
disturbed and they devote their selves fully to their work. They have wide area
network in all over the Pakistan, so that they cover a lot of portion of cash
transactions and make customer satisfied. The Bank has very strict rules and
regulations about the customers complaints. The customers are treated as very
special persons in the Bank.
WEAKNESSES
Advertisement of ABL is not such goods as of other banks. Outlook of the ABL
branches is not attractive to the people. The color scheme and outlook of ABL is
rather drab looking. They dont have proper sitting for waiting customers nor
they issue tokens their for customers have to wait in long queues which makes
them uncomfortable.
OPPORTUNITIES
The policies of the new government to uplift the economy and pursue financial
sector reforms are expected to yield positive results in the banking industry of
the country. The ABL is very well praised to avail promising opportunities. As a

result of the different steps taken by the Government regarding the betterment
of the economy, small borrowers are attracted to get the financing and start
small businesses. So, the ABL has an opportunity to attract the customers
by giving them attractive schemes.
THREATS
First threat is that of political influence. Three boards of directors are of
government. So that they can influence on the decisions of the ABL. The biggest
threat in the banking sector is the continuous downfall of the country
economy since the last few years. If this downfall remains for more few years
then it may be the great hindrance in achieving the Banks objectives. New
Privates Bank coped with emerging new Technology of IT. They have started
mobile banking services such as Warid Mobile Paisa(Bank Alflah), Telenor
Easypaisa (Tameer Microfinance Bank). ABL failed to contribute with any telecom
company and missed the opportunity to start similar services.

ANSOFF Analysis
The Ansoff Growth matrix is another marketing planning tool that helps a business
determine its product and market growth strategy. Ansoffs product/market growth
matrix suggests that a business attempts to grow depend on whether it markets new
or existing products in new or existing markets. The output from the Ansoff
product/market matrix is a series of suggested growth strategies which set the
direction for the business strategy.