COMPETATIVE PROFILE MATRIX

HABIB BANK LIMITED PAKISTAN

Assignment No 1

Class STRATEGIC MANAGEMENT

Prepared By

ASAD ULLAH ROLL NO MBA-17S-001

MBA 3.5 (Evening)

Institute

SMIU Karachi

Submitted to

Sir, Faris Maher

What is CPM?

CPM Stand for Competitive Profile Matrix, which identifies a Firms’s major competitors
and its particulars strengths and weakness in relation to a sample firm’s strategic
position.

HBL AT PRESENT

1. The Habib Bank Group is leader in Pakistan’s services industry. Today, HBL has
more than 1,400 branches all over Pakistan and presence in 25 countries across five
continents. With a revamped customer oriented philosophy, HBL are pursuing new
avenues of leadership through innovation, as HBL gear up to face the challenges of
the new millennium.

2. A huge network of 1425 domestic branches, with largest bank in Pakistan and 55
international branches have enabled HBL to provide comprehensive services that
meet customer needs. This has ensured thriving client relationship that forms the
backbone of the Bank’s operations.

3. Today, HBL plays a central role in Pakistan’s financial and economic

development. It has come a long way from its modest beginnings in Bombay in 1941
when it commenced operations with a fixed capital of 25,000 rupees.
Impressed by its initial performance, Quaid-e-Azam Mohammad Ali Jinnah asked the
bank to move its operations to Karachi after the creation of Pakistan. HBL established
itself in the Quaid’s city in 1943 and became symbol of pride and progress for people of
Pakistan.

4. Habib Bank has a pioneer in providing the innovative banking services. These
have included the installation of the first main frame computer in Pakistan followed by
first ATM and more recently internet banking facilities in 1425 domestic branches.

Competitive Profile Matrix (CPM MATRIX) OF HBL, ABL AND MCB

Following are the CPM of HBL with respect their two main competitors that is Allied
Bank Limited and Muslim Commercial Bank Limited.
 Competitors HBL ABL MCB

Critical Success Weig Ratin Weight Ratin Weight Ratin Weight

Factors ht g ed g ed g ed
Scor Scor Scor
Financial Position 0.16 4 e0.64 3 e0.48 4 e0.64
Market Share 0.15 3 0.45 3 0.45 3 0.45
Service Quality 0.09 3 0.27 3 0.27 2 0.18
Customer Loyalty 0.09 3 0.27 3 0.27 2 0.18
Bank 0.08 2 0.16 2 0.16 2 0.16
Charges/
Advertisi 0.09 3 0.27 2 0.18 3 0.27
ng/
Work 0.07 2 0.14 4 0.28 3 0.21
Force
Online/ 0.07 3 0.21 3 0.21 1 0.07
ATM
Geograp 0.12 4 0.48 3 0.36 3 0.36
hic
Manageme 0.08 3 0.24 4 0.32 4 0.32
nt
Experience
TOTAL 1 3.13 2.98 2.84

Note: The CPM total Value of Habib Bank Limited is shows grater weighted score
which show greater competitor position than ABL and MCB. HBL has an advantage of
Geographic Coverage and have a strong Financial position.

Weakness of HBL which may be converted to Strength

One Weakness of HBL which may be converted in strength through good

communication with their customer

“HBL is lacking of customer feedback”.

If there is a good feedback system regard their services, so this would become the
strength of HBL and due to this strength HBL will also capture the market share or
increase the market share.
“I observed that some customers are facing problem to physically visit the branch just to
have bank statement”

The is also weakness of HBL. HBL should improve the online system for such type
of services due to which customer loyalty will be increase.