Strategic Management has been changed over the years in terms of its scope and application. With the rise of intense business competition, companies adopt various strategies for overshadowing their competitor(s). In the contemporary business world, evaluating and understanding competitors' business is thus a key challenge for business firms. With this motivation, this report is intended to explore the business strategies Jamuna Bank Ltd. follows to accomplish its mission and gain competitive advantages over competitors. The study reveals some useful findings: first, the applicability of CORE as an analytical framework of strategic analysis; second, the overall context of the industry; third and most importantly, performance indicators of the Bank.

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2. INSTRUCTED BY
LECTURER, IUBAT
Presented By
IUBAT – Friends Cafe
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Rabeya Akter Pinky 16104008
Nazmun Nahar Rumi 16104007
MD. Saidur Rahman Said 16204006
MD. Yanus Miah 13304033
MGT 504 - Strategic Management

3. Strategic Management of
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1. Company Overview
2. Core values
3. Company vision/mission analysis
4. Environment analysis
5. Selection of strategies
6. Implement strategies: Management issues
7. Implement strategies: Marketing
8. Recommendation

4. Jamuna Bank Ltd.
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 Jamuna Bank Limited (JBL) is a private commercial bank of
Bangladesh established on 3rd June 2001.
 The Bank started its operation by a group of successful local
entrepreneurs conceiving an idea of creating a model banking
institution with different outlook to offer the valued customers,
a comprehensive range of financial services and innovative
products for sustainable mutual growth and prosperity.
 The Bank is being managed and operated by a group of highly
educated and professional team with diversified experience in
finance and banking who constantly focuses on understanding
and anticipating customers' needs.

5. CORE VALUES
 Customer Focus
 Integrity
 Quality
 Teamwork
 Respect for the individual
 Harmony
 Fairness
 Commitment
 Respectable Citizenship
 Business Ethics
 Unique Culture
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6. A Comprehensive Strategic-Management
Model6

7. Step 1: Develop Vision & Mission
Statement7
 VISION STATEMENT
 To become a leading banking institution and to play a significant role in
the development of the country.
 MISSION STATEMENT
 The Bank is committed to satisfy diverse needs of its customers
through an array of products at a competitive price by using
appropriate technology and providing timely service so that a
sustainable growth, reasonable return and contribution to the
development of the country can be ensured with a motivated and
professional workforce.

8. Step 2: Environment Analysis: External Environment
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•The company has been able to adhere to the policies
given by government to make sure that the company
will be able to conduct business operations
successfully and effectively.
1. Political
Aspects
•Being the one of the largest and competitive industry
in terms of banking and finance, Jamuna Bank Ltd., is
said to have a stable and successful economic
stability.
2. Economic
Aspect
•JAMUNA BANK LTD. tries harder to make sure that
each society is given equal chances to take advantage
of the resources given by the organization.
3. Social
Aspect
•JAMUNA BANK LTD. adopts different IT/IS systems
and used internet to reach their customer all over the
world and to know the latest trends in the global
business.
4. Technological
Aspect

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Industry Environment:
 Porters Five Forces Model:
1. Bargaining power of Customer:
 Buyer information availability (HIGH)
 Buyer price sensitivity (HIGH)
 Availability of existing substitutes products (HIGH)
2. Bargaining power of Supplier
 Bank capital supplier (Low)
 Credit Card supplier (Medium)
Internal Environment

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3. Threats of new entrants
 Many financial even non-financial organizations can easily entry to bank
industry; they can also integrate with other organizations. The switching cost
of this behavior become smaller than before and the advantage is larger than
before also.
4. Threats of substitute product
 Real-time money transfer, real-time payment, currency exchange and
insurance, they through Internet provide a high quality but low service charge
service. Customer will due to convenience, low cost and high efficiency
change the service to other organization.
5. The intensity of competitive rivalry
 Competition between banks become violent and the maturity of financial
market in the country is very high, so the competitiveness force bank to find
other profit continuously.
Internal Environment

11. Competitive advantage
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• Jamuna Bank Ltd. has already created a brand image in
the customers mind and that makes them different among
others.
Differentiation and
sustaining the brand
image
• Since their inception, they believe to ensure the quality
services over there. It made them quality leader in
Banking industry.
Quality leadership
• JBL plays in the market with a many numbers of branches
therefore the brand value and service quality of JBL allow
JBL to run flourishing business so far.
In terms of expansion of
branches and area
coverage
• JBL net is one of the unique features of JBL where
customers can get real- time account information by using
it anytime and anywhere.
In terms of products
and services

12. Step 3: Establish Long-term objectives
 To establish relationship banking and
improve service through development of
strategies marketing plan
 To remain one of the best banks in
Bangladesh in terms of profitability and
assets quality
 To maintain adequate control systems and
transparency in procedure.
 To develop and retain a quality work force
through an effective Human Resources
Management Systems
 To ensure an adequate rate of return on
investment
 To keep risk position at an acceptable range
 To maintain adequate liquidity to meet
maturing obligation and commitments
 To ensure optimum utilization of all
available resources
 To introduced fully automated systems
through integration of information
technology
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13. Step 4: Generate, Evaluate and Select
Strategies
 Manage and operate the bank in the most
efficient manner to enhance financial
performance and to control cost of fund.
 Strive for customer satisfaction through
quality control and delivery of timely
service
 Review and update policies, procedures and
practices to enhance the ability to extend
better service to customers.
 Train and develop all employees and
provide them adequate resources so that
customers’ needs can be reasonably
addressed.
 Diversify portfolio both in the retail and
wholesale market.
 Promote organizational effectiveness by
openly communicating company plans,
policies, practices and procedures to
employees in a timely fashion.
 Cultivate a working environment that
fosters positive motivation for improved
performance.
 Identify customer's credit and other
banking related needs and monitor their
perception towards our performance in
meeting those requirements.
 Increase direct contact with customers in
order to cultivate a closer relationship
between the bank and the customer.
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14. Step 5: Implement Strategies- Management
Issues
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 To achieve constant growth in business JBL is persuading a
“managing for growth” strategy.
 Their “strategic human resource management” strategy
involves developing comprehensive values among their
employees.
 The “strategic management” initiative was launched to
ensure competitive advantage from each business unit.
 The intensity of strategy formulation is primarily focused on
Private Banking, Personal Financial Services, Commercial
Banking and Corporate and Investment Banking.

15. Step 6: Implement Strategies- Marketing
Strategy
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 Marketing Communication mix of Jamuna Bank Ltd
 In the TV news, Jamuna Bank sponsors for reminding the customers.
 They acts on a variety of promotional elements to progress their products
and services through intermediaries directly to the customers.
 They think that Personal Selling is effective in creating brand image,
conveying information, creating awareness and can generate a behavioral
response.
 In the newspapers, Jamuna Bank gives ads for their social marketing
activities. Like, AIDS, Drug Addiction, to help poor children, to save the
ACID victim etc.

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 Development of Promotion Strategy of Jamuna
Bank Ltd.
 Setting communication objectives.
 Deciding the role of each of the components that make up the promotion
program.
 Determining the promotion budget.
 Selecting the strategy for each promotion component.
 Integrating and implementing the promotion component strategies.
 Evaluating the effectiveness of the integrated promotion strategies.
Marketing Strategy

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 Promotional activities of Jamuna Bank Ltd. through CSR
 Healthcare service.
 Scholarship program for brilliant poor student.
 Education Promotion Scheme (Interest free loan).
 Helping people affected by natural calamities.
 Helping people in slum areas.
 Donation to educational institutions to setup computer lab.
By doing these kinds of program, Jamuna Bank remind people to
come and join with them.
Marketing Strategy

18. Recommendations
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 They are more concerned with corporate customer group. In addition to that, they
can also give some special service and facilities to other customer groups as well.
 They should put special attention to reduce the coordination gap between front
and back office.
 Many banks are earning revenue from the loan sector and they have number of
loan categories (like- any purpose load is providing by Prime Bank). JBL can also
introduce different types of loan facilities for their customers.
 They can plan further move to gain competitive advantage over the rivals . For
example- lowering or changing interest rates in their services, improving features,
implementing innovations in the service etc.
 Successful advertising involves products or services positively known by that
section of the public most likely to purchase them. Therefore, Jamuna Bank
should perform more advertisement.

19. Conclusion
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 It goes without saying that JBL has got a simplified and slow expansion strategy in
Dhaka as well as in Bangladesh.
 The main reason behind such strategy is to ensure quality service to the customers
and to maintain their brand image.
 The overall expansion strategy has been improved since its commencement and it is
growing day by day.
 So we can understand the presence of JBL is Bangladesh would be long term
orientated and they would serve the Bangladeshi people more extensively.

20. Do you have any question ?
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Thank you for your kind attention