The roles of service marketing of the retail banking unit in IFIC Bank Limited

Abstract

To survive competitively in the market any business whether it is production or service oriented should make their product and services more diversified. Responding to the market demand IFIC Bank has a complete array of Commercial Corporate and Personal banking service covering all segments of society. Now-a-days Commercial Banks are emphasizing on consumer loan to minimize the risk of default. That is why I have decided to prepare my internship report on The Roles of Service Marketing of The Retail Banking Unit in IFIC Bank Ltd. This report has been conducted to find out the possibility of establishing the position of IFIC Bank in terms of retail products. One of the crucial parts of the report is that, IFIC Bank Retail Unit has been compared with the roles of service marketing to understand the current position in the market. From the comparison with theories, some problems and prospects are found in IFIC Bank Retail Credit. IFIC is offering diversified product portfolio and lowest rates and charges which are their strength to proceed further in the business. Again, IFIC Bank has a few problem regarding target clients segments and promotional activities that should be rectified. The retail credit disbursement procedure is also described in this report. There are many opportunities for IFIC Bank to develop and enter in retail credit market with a massive amount of investment as this is one of the ways for risk diversification. In recent banking business modern countries are focusing more and more on retail credit to shuffle their past ideas about investing in corporate credit. Though there is a tough competition in this sector, but to achieve a leading position IFIC bank should consider more its credit business on Retail Loan.