Introduction:

Lumbini Bank Limited(LUBL) formally commenced its banking operations from 10th July 1997.
Currently, the bank is providing its services from its 18 bank branch network spread across the country. I
am working at Indrachowk branch of Lumbini Bank Ltd.
Analysis:
SWOT Analysis:
Strengths:
Financial condition of Lumbini bank Ltd. is satisfactory as revenue and profit are in increasing trend.
Providing full-fledged banking services from 18 branches.
In process of merger with Bank of Kathmandu.

Weaknesses:
Lack of popularity in comparison to other banks
High interest rate in loans compared to other banks.
Limited marketing and advertisement.
Limited ATM.

Opportunity:
Expansion in other areas of Nepal such as Birgunj and other various areas where there is huge
transactions.
Launching of other various deposits scheme and credit facility such as gold loan, locker facility in each
branch.
Threats:
Changing technology.
Increasing competition.
Marketing Strategy:
Product orientation: Various deposit scheme such as saving deposit, fixed deposit, call deposit and various
types of loan with terms and condition as per NRB and internal regulation are designed. So my
organization follows product concept and offers various products to the customer
Price discrimination: Services charges, interest and other charges vary as per the type and amount of loan
facility requested by the borrower. Interest rate on deposits also varies as per the deposit scheme.
Three themes of the bank: All the staffs are taught to be guided by three themes of the bank which are
listed below:
i.

May I help you? This theme suggest that each individual must help and assist subordinate for better
performance.

ii. Service within 10 minutes: All the staffs and departments must co-ordinate with each other to provide
services to customer efficiently within 10 minutes.
iii. Quality in everything we do and every time: Code of conduct, internal rules, regulation should never
by compromise for the sake of achieving performance and targets.
Implementation:
Preparation of budget at the beginning of each year for assessment of previous year performance along
with strategy of achieving set targets of this year.
Knowledge sharing at LUBL: Every day we have knowledge sharing class from 9-9:30 to discuss about
practical problems, various internal and external circulars, strategy for marketing.
Daily meeting: We have daily meeting for around 15-20 minutes to plan activity for that particular day
along with assignment of duties and responsibility.
Daily Activity Report: Daily activity report is prepared to assess target being set and achievement of that
particular day.
Weekly Meeting: Weekly meeting are conducted which assesses no. of deposits account opened, loan
disbursed, prospects and summary of other activities performed in that week. It also includes marketing
calendar of coming week along with target market, list of potential customers of the target market.
SN Name of Opportunity Qualification Position Buying Buying
customer
Pyramid role
Cycle

Social Type of
Close Contact
Cycle Opportunit date person
y
and No.

Targets: Each relationship officer needs to submit individual report detailing target to be achieved along
with strategy to achieve the set targets to the management. This will be reviewed by the management.
Performance appraisal is based on the set targets.
10 person 10 lakh Strategy: This strategy focused on opening of 10 accounts totaling to 10 lakh every
week by each staff. This will be reviewed at the end of the fiscal year. The staff that has opened highest
number of accounts with high volume will be rewarded either with cash prize or various awards such as
star of the department.
Evaluation:
LUBL follows product orientation concepts where products are offered to the customers. However in this
crowded market place various substitutable products are being offered by various competitors such as Bal
Bachat Saving scheme by LUBL and Children saving scheme with other various banks. Customers have
many alternatives to choose from. Even though unique product will be designed it will be easily imitated
by other competitors. So there is no any perceived uniqueness. Hence in order to compete in this fast
paced market one need to set SMART goals, design and implement proper strategy and review the action
timely in order to mitigate any deviations.