Table of Contents PART PART A..................... A............................... ..................... ..................... ..................... ..................... ..................... ............................................. .................................. .. 1.
AMBank (M) BERHAD................... BERHAD.............................. ..................... ..................... .............................................. ................................... ..
2.
Bank Islam Malaysia Berhad (BIMB).................... (BIMB).............................. ..................... .................................. ....................... ..
3.
CIMB GR!P.................. GR!P............................. ..................... ..................... ..................... ................................................. ....................................... ..
".
MA#A$A% MA#A$A% BA%&I%G BERHAD (MA$BA%&)......... (MA$BA%&)................... ............................................... ..................................... ..
'.
P!B# P!B#IC IC BA%& BA%& BERHAD................... BERHAD.............................. ..................... ..................... ............................................ ................................. ..
.
RHB Bankin Gr*+,......... Gr*+,.................... ..................... ..................... ...................... ..................... ..................... ..................... ................ ...... ..
Analy-e * missi*n s/a/emen/0................... s/a/emen/0............................. ..................... ..................... ...................................... ............................ .. Eal+a/i*n * missi*n s/a/emen/0..................... s/a/emen/0............................... ..................... ...................... ................................ ..................... .. Par/
B........................................................................................................................ ..
ie *res *res Analysis (P+4li Bank)...................... Bank)................................ ..................... ...................... .............................. ................... .. ie *res *res Analysis (CIMB)..................... (CIMB)............................... ..................... ..................... ......................................... ............................... .. ie *res *res Analysis (May4ank).................... (May4ank).............................. ..................... ..................... .................................... .......................... Par/
C........................................................................................................................
5RI rame6*rk (AmBank)................... (AmBank).............................. ..................... ..................... ........................................... ................................ 5RI rame6*rk Bank Islam (Bim4)..................... (Bim4)................................ ..................... ..................... ............................ ................. 5RI rame6*rk (RHB)..........................................................................................
PART A inane ind+s/ry
7
1. AMBank (M) BERHA BERHAD D
Overview: Established in August 1975, AmBank Group is one of the largest banking groups
in Malaysia. he Group !omprises AMMB "oldings Berhad, a publi! listed !ompany on the Main Board of Bursa Malaysia, #ith subsidiaries offering a #ide range of !on$entional and %slami! finan!ial produ!ts and ser$i!es. hrough its uni$ersal banking platform !apabilities, the Group !aters to the needs of a broad spe!trum of !ustomer segments, for a!ti$ities relating relating to personal personal banking, banking, business business banking, banking, in$estment in$estment banking, banking, sto!k broking, broking, funds management, life and general insuran!e, and family takaful. Visio Vision: n:
&As Malaysia's preferred di$ersified, internationally !onne!ted finan!ial solutions
group, #e take pride in gro#ing your future #ith us( . Mission0
o entren!h our position as a premier finan!ial ser$i!es group pro$iding inno$ati$e
produ!ts and ser$i!es to our !ustomers. !ustomers.
2. Bank Islam Malaysia Berhad (BIMB) Overview: Established
in 19)*, is Malaysia's maiden +hariahbased institution. hroughout
the year, Bank %slam has been embarking on a number of e-pansion programmers #ith its in$ol$ in$ol$eme ement nt in, among among others, others, notabl notablee transa! transa!tio tionn in +ukuk +ukuk and orpor orporate ate Mandat Mandates. es. hrough a $ast e-panding net#ork of 1*1 bran!hes and more than 1/// selfser$i!e terminals nation#ide, Bank %slam parades a !omprehensi$e list of more than 7/ inno$ati$e and sophisti!ated %slami! banking produ!ts and ser$i!es, !omparable to those offered by its !on$entional !ounterparts. Vision: &o be a Global 0eader in %slami!
Banking(
&Global 0eader( is defined as being the ultimate guidan!e and sour!e of referen!e for inno$ati$e +hariahbased produ!ts and ser$i!es.
Mission:
1.o !ontinually !ontinually de$elops and inno$ate uni$ersally a!!epted a!! epted finan!ial solutions in line #ith +hariah rin!iples. 2. o pro$ide a reasonable and sustainable return to shareholders. 1
*. o pro$ide for a !ondu!i$e #orking en$ironment and to be!ome an Employer of hoi!e for top talents in the market. 3. o deli$er !omprehensi$e finan!ial solutions of global standards using stateof theart te!hnology. 5. o be a responsible and prudent !orporate !iti4en
3. CIMB GR!P
Overview: %MB Group
"oldings Berhad is a Malaysiabased pro$ider of banking produ!ts
and ser$i!es, and finan!ial ser$i!es. he ompany offers ser$i!es, in!luding !onsumer banking, !ommer!ial banking, in$estment banking, %slami! banking and asset management produ!ts and ser$i!es. %ts segments in!lude onsumer Banking, holesale Banking, ommer!ial Banking, Group 6unding, and Group Asset Management %n$estments 8GAM%. %t is engaged in manufa!turing and distributing both !on$entional and +hariah !ompliant in$estment produ!ts in e:uities, fi-ed in!ome, e-!hangetraded funds, money markets and !ustomi4ed portfolio mandates to retail in$estors, high net #orth indi$iduals, !orporations and institutional funds, family offi!es, so$ereign #ealth funds and go$ernment entities. Vision: o be the leading A+EA; !ompany Mission0
o pro$ide uni$ersal banking ser$i!es as a high performing, institutionali4ed and
integrated !ompany lo!ated in A+EA; and key markets beyond and to !hampion the a!!eleration of A+EA; integration and the region's links to the rest of the #orld.
2
". MA#A$A% BA%&I%G BERHAD (MA$BA%&)
Overview:
Malayan Banking Berhad 8Malayan Bank is a Malaysia based banking and
finan!ial ser$i!es !ompany. he group is prin!ipally engaged in pro$iding banking ser$i!es to personal and business !ustomers. he group offers a #ide range of produ!ts and ser$i!e in!luding %nternet banking, in$estment banking, %slami! banking, offshore banking, leasing and hire pur!hase, insuran!e, fa!toring, trustee ser$i!es, asset management, sto!k broking, nominee ser$i!es, $enture !apital and !ommer!ial banking. he group markets its produ!ts and ser$i!es through a di$ersified net#ork of more than 35/ offi!es in 13 !ountries Vision: o be a
+er$i!e 0eader
"umani4ing 6inan!ial +er$i!es a!ross Asia
'. P!B#IC BA%& BERHAD
Overview: ubli! Bank Berhad is a publi!ly traded finan!ial institution engaged in pro$iding
a full range of finan!ial produ!ts and ser$i!es. he !ompany #as founded by an +ri =ato' +ri =r. eh "ong io# in August 19>>. %t has its registered head offi!e in ?uala 0umpur, Malaysia. ubli! Bank offers produ!ts and ser$i!es in!lude personal and business banking, and sa$ings. he bank also offers loans in!luding, mortgage, personal and business. %n addition, it offers other ser$i!es like, AMs, safe deposit bo-, banker's !he!ks, tra$eler's !he!ks, !orporate lending, treasury and !apital market operations, %slami! banking, and in$estment banking. ubli! Bank is re!ogni4ed as a market leader in !onsumer banking and retail !ommer!ial lending to small and medium enterprises 8+MEs in Malaysia and the third largest banking group in Malaysia by asset si4e. %t has a bran!h net#ork of 231 full ser$i!e bran!hes in Malaysia. Vision: o be!ome a respe!table
premier retail banking group.
Mission@ o sustain the position of being the most effi!ient, profitable
finan!ial institution in Malaysia.
3
and respe!ted premier
. RHB Bankin Gr*+,
Overview: he
fourth largest fully integrated finan!ial ser$i!e group in Malaysia. ur !ore
businesses are streamlined into se$en +trategi! Business Groups 8+BGs@
finan!ial ser$i!es group
Mission: o be!ome the most admired, inno$ati$e and profitable finan!ial ser$i!es !ompany
in Malaysia #ith distribution !apabilities in neighboring Asian !ountries.
"
Analyze of mission statement :
Element/ Company
Local bank "m#ank $M% #erhad #&M# C&M# 'roup Malayan #anking #erhad $Maybank % Public #ank #erhad ()# #anking 'roup
Customer s
Product Market s s or services
Technolog y
Concern for survival, growth and profitabilit y
elf! concep t
Concern for public image
Concer n for employ ee
total
3
3 2
Philosoph y
'
3
3
Eal+a/i*n * missi*n s/a/emen/0
Bank AmBank 8M Berhad
omment oor mission statement
Malayan Banking Berhad 8Maybank
Good mission statement
ubli! Bank Berhad
•
•
•
B%MB
•
omment oor mission statement
•
•
•
•
%MB Group
Bank
oor mission statement
•
•
<"B Banking Group
•
•
•
•
•
•
Part B Five Forces Analysis (Public Bank)
he model of the 6i$e ompetiti$e 6or!es #as de$eloped by Mi!hael E. orter that be!omes an important tool for analysing an organi4ations industry stru!ture in strategi! pro!esses. his model is appli!able to the banking industry. ubli! Bank do !ompete #ith the other finan!ial institution in Malaysia, ho#e$er they also must !ooperate #ith one another in many respe!ts. Rialry am*n *m,e/i/*rs High rivalry among competitor
Generally all banks offer some#hat the same produ!ts and ser$i!es to their !ustomers, thus there is not mu!h differentiation bet#een ubli! Banks and the other !ompetitors. his is making the !ompetition mu!h higher. hen ri$alry !ompetition is high, ad$ertising and pri!e #ars !an ensue, #hi!h !an hurt a businessDs bottom line.
Malaysia has not put a barrier to entry' for any finan!ial institution manly banks in Malaysia, making it easy for any finan!ial institution to penetrate into the industry. he easier it is for a !ompetitor to Coin the marketpla!e, the greater the risk of a businessDs market share being depleted. he banking industry in our !ountry is still in its gro#th stage. +o the threat of potential ;e# Entrants is :uite high. Besides that, Malaysia had definitely ha$e been more e!onomi!ally stable and impro$ing, thus finan!ial institution su!h as ubli! Bank are needed to aid the o$erall de$elopment of the !ountry to ensure still !ompete #ith others banks.
Threa/ * s+4s/i/+/e ,r*d+/ Moderate threat of substitute product 8
6or the most part there is no real threat of substitute produ!ts in the banking industry. "o#e$er there probably #ill be !ontinues e$olution of produ!ts from paper to ele!troni! in !oming years. his is an area of potential !ompetition for #home$er banks that !hoose to use it in their ser$i!es. here is a potential !ompetition to #home$er banks that !hoose to upgrade their produ!t and ser$i!es to !ater to their !ustomers need. Maybank for e-ample
pro$ide
a
!ustomer
friendly
interfa!e
through
their
#ebsite
&###.maybank2u.!om(, and it be!ame the most $isited #ebsite in Malaysia. Besides that, Bank %slam, Maybank, %MB Bank, <"B Bank and AmBank are ubli! Bank's !ompetitors and ea!h is re!ogni4ed for their performan!e. his #ill make the !ompetition e$en higher. herefore, it is easy for any !ustomer to s#it!h to other banks #ith Cust a !li!k a#ay, making the s#it!hing !ost to be faster and !heaper, making it easy for the !ustomers to s#it!h to ubli! Bank. Barainin ,*6er * s+,,liers Low bargaining power of supplier’s
pportunity to ubli! Bank is go$ernment poli!y #hi!h en!ouraging borro#ings, loans, in$estment and !onsumption demand. A bank has three suppliers of its product, money: Its depositors
=epositors, has no bargaining po#er #hate$er in reality. %f they make time deposits the bank #ill set the pri!e or interest rate it #ill pay. The credit market
he !redit market as a sour!e of supply of the ra# material, money, is open to all at all time if they are :ualified parti!ipants. infinite.
The central bank 9
he sour!e of supply !an be argued to be
he entral bank is effe!ti$ely the resour!e of last resort. Apparently, at least for the moment, it #ill !ontinue to supply li:uidity to the banking system in $irtually unlimited :uantities at $ery reasonable !ost. Barainin ,*6er * 4+yers Moderate bargaining power of buyers
his for!e looks at the po#er of the !onsumer to affe!t pri!ing and :uality. onsumers ha$e po#er #hen there arenDt many of them, but lots of sellers, as #ell as #hen it is easy to s#it!h from one businessDs produ!ts or ser$i!es to another. Buying po#er is lo# #hen !onsumers pur!hase produ!ts in small amounts and the sellerDs produ!t are $ery different from any of its !ompetitors. %n the banking industry, !ustomer ha$e has $ery limited bargaining po#er. "o#e$er the !ustomers may option in !hanging to other banks that they think is offering a better offer than ubli! Bank. Besides that, s#it!hing !ost !an also be a threat for ubli! Bank as the !ustomers !an also easily s#it!h to other finan!ial institution. herefore, ubli! Bank must to upgrade their produ!t and ser$i!es to !ater to their !ustomers need and still !ompete #ith others bank.
Five Forces Analysis (CIMB) Rialry am*n *m,e/i/*rs High rivalry among competitor
Threa/s * ne6 en/ran/s Low threats of new entrants
hene$er ne# firms !an easily enter a parti!ular industry, the intensity of !ompetiti$eness among firms #ill in!rease. ;e# Entrants are !ompanies that are not !urrently !ompeting in an industry but ha$e the !apability to do so if they !hoose. he banking industry in Malaysia is still in its gro#th stage. +o the threat of potential ;e# Entrants is :uite high. Fsually the e-isting !ompanies try to deter potential !ompetitors by setting !ertain entry barriers. Barriers to entry are fa!tors that make it !ostly for !ompanies to enter an industry. hus, %MB also e-ist hreats of ;e# Entrants as these ne# banks sometimes enter the banking industry #ith higher :uality produ!ts, lo#er pri!es and substantial marketing resour!es. herefore, %MB has to !on!entrate on the !urrent and future market !ondition so that ne# entrants do not penetrate the market and take the market share. ith their strong position in market, it dire!tly de$elops trust on behalf of their !urrent and potential !ustomers to utili4e the ser$i!es that are pro$ided to by %MB Group. =ue to the nature of the banking industry people are more #illing to pla!e their trust in big name, #ell kno#n, maCor banks #ho they !onsider to be trust#orthy. Threa/ * s+4s/i/+/e ,r*d+/ Moderate threat of substitute product
%n many industries, firms are in !lose !ompetition #ith produ!ers of substitute produ!ts and ser$i!es in other industries. ompetiti$e pressures arising from substitute produ!ts in!rease as the relati$e pri!e of substitute produ!ts de!lines and as !onsumer's s#it!hing !osts de!rease. +ubstitute produ!ts are those of industries that ser$e !onsumer needs in a #ay that is similar to those being ser$ed by the industry. herefore by offering a #ide range or di$ersifi!ation of finan!ial produ!ts and ser$i!es, !o$ering !orporate and in$estment banking, !onsumer banking, treasury, insuran!e and asset management, %MB Group ha$e ser$e their !ustomers throughout the regions. heir di$ersifi!ation #ould lead to the in!rease in profits as #ell as attra!ting potential in$estors. ith the di$ersifi!ation of produ!t and ser$i!es, !ustomers #ould ha$e more !hoi!es in #hat they #ant to in$est their money in
17
Barainin ,*6er * s+,,liers Low bargaining power of suppliers
he Bargaining po#er of suppliers affe!ts the intensity of !ompetition in an industry, espe!ially #hen there is a large number of suppliers, #hen there are only a fe# good substitute
produ!ts or
#hen the !ost of s#it!hing the ser$i!es is espe!ially !ostly. Besides that, !apital is the primary resour!e on %MB and there are four maCor suppliers of !apital in the industry #hi!h !onsist !ustomer deposits, mortgages and loans, mortgagebased se!urities and loans from other finan!ial institutions. By utili4ing these four maCor suppliers, %MB !an be sure that they ha$e the ne!essary resour!es re:uired to ser$i!e their !ustomersD borro#ing needs #hile maintaining enough !apital to meet #ithdra#al e-pe!tations. he fa!tor affe!ting bargaining po#er of supplier is interest rate. %MB Group interest rate !an be !onsidered as one of the banks that offered a high interest rate to#ards its !ustomer. ith its base interest rate amount to >.>/, their !ustomer #ould turn their ba!k from %MB and go to other banks that !ould offer lo#er interest rate. herefore, %MB must redu!e the interest rate to ensure still !ompete #ith other finan!ial institution.
Barainin ,*6er * 4+yers Moderate bargaining power of buyers
hen !ustomers are !on!entrated or large or buy the produ!ts ser$i!es in $olume, their bargaining po#er represents a maCor for!e affe!ting the intensity of !ompetition in an industry.
Five Forces Analysis (Maybank) Rialry am*n *m,e/i/*rs High rivalry among competitors
here ha$e many ri$als in the banking and finan!ial se!tors. Maybank used effi!ient strategies to ensure its leadership position in the market among ri$alries. Moreo$er, due to the !apabilities of other ri$al !ompanies and little differentiation on produ!t offered by another banking !ompanies. hus ri$alries among !ompetitors in banking se!tor are strong !ompetitors. herefore, Maybank must de$elop strategi! plans to !onfirm that they are permanently being the first !hoi!e of their !ustomers in banking industries. ;o#adays, as #e !ross the mountain of finan!ial !risis, a number of banks #ent to li:uidation. Threa/s * ne6 en/ran/s Low threats of new entrants
his for!e determines ho# easy it is to enter a parti!ular industry. %f an industry is profitable and there are fe# barriers to enter, ri$alry soon intensifies. hen more organi4ations !ompete for the same market share, profits start to fall. %t is essential for e-isting organi4ations to !reate high barriers to enter to deter ne# entrants. Maybank has many threats from a large number of other markets !onsider to enter into banking industry as a result of high profits that the spe!ifi! kind of industry offers. But, due to enter the banking industry re:uires high !apital and tight finan!ial regulation made a diffi!ult for a ne# !ompany to enter the banking industry. herefore, Maybank re!ei$ed se$eral or lo# threats from the market, they able to !reate high standards for the !ompetition. +trong branding images are used from Maybank, so the !ompany #ill not result in loss of !ustomers.
Threa/ * s+4s/i/+/e ,r*d+/ Moderate threat of substitute product
his for!e is espe!ially threatening #hen buyers !an easily find substitute produ!ts #ith attra!ti$e pri!es or better :uality and #hen buyers !an s#it!h from one produ!t 12
or ser$i!e to another #ith little !ost. 6or e-ample, if Maybank supply a uni:ue soft#are produ!t that automates an important pro!ess, people may substitute by doing the pro!ess manually or by outsour!ing it. ;o#adays most of !ompanies are !ompete ea!h others #ith te!hnologi!al de$elopment for redu!ing !ost and high deli$er ser$i!e, high performan!e, and high turno$er. e!hnologi!al de$elopments may lead to substitution of some of the ser$i!es pro$ided by the se!tor. herefore, Maybank introdu!ed online banking that allo#s !ustomers to deal #ith the bank at any#here. he !ustomer only need to surf ###.maybank2u.!om and !an deal any transa!tion in that short period of time. Another signifi!ant threat that Maybank fa!es is that !ompetitors pro$ide ne# produ!ts and ser$i!es. his threat gi$es the opportunity to the !ompany to #ork hard as a result of being sustain to its position. Maybank strategy fo!uses on the four different !ustomers' se!tions. Barainin ,*6er * s+,,liers Low bargaining power of suppliers
his is ho# mu!h pressure suppliers !an pla!e on a business. %f one supplier has a large enough impa!t to affe!t a !ompanyDs margins and $olumes, then it holds substantial po#er. he po#er of the suppliers is largely based on the market, their po#er is often !onsidered to flu!tuate bet#een medium to high his for!e fo!us on t#o important .
points, the first one is the signifi!ant si4e and !on!entration of suppliers and the se!ond one the differentiation in the materials being supplied. Maybank use the strategy of !harging markets #ith different pri!es a!!ording to differen!es of the pri!e of ea!h supplier. Maybank should ha$e many suppliers to ensure they ha$e a great !apital. herefore, it is ne!essary to en!ourage more !ustomer deposits, mortgages and loans, mortgagebased se!urities and loans from other finan!ial institutions. By utili4ing these four maCor suppliers, Maybank !an be sure that they ha$e the ne!essary resour!es re:uired to ser$i!e their !ustomersD borro#ing needs #hile maintaining enough !apital to meet #ithdra#al e-pe!tations.
Barainin ,*6er * 4+yers
Moderate bargaining power of buyers
Buyers ha$e the po#er to demand lo#er pri!e or higher produ!t :uality from industry produ!ers #hen their bargaining po#er is strong. 0o#er pri!e means lo#er re$enues 13
for the produ!er, #hile higher :uality produ!ts usually raise produ!tion !osts. Both s!enarios result in lo#er profits for produ!ers. herefore, the strong pro$ider of !ommer!ial banking ser$i!es it is by no means the strongest pro$ider o$erall. Maybank must !ontinue to attra!t top salespeople, in order to pro$ide abo$e industry a$erage !ustomer ser$i!e. Attra!ting to :uality employees represents opportunities for Maybank strengthen its !ustomer ser$i!e rating #ithin the Malaysia banking industry. %f Maybank is able to !onsistently attra!t high performers #ho are #ell informed and dedi!ated, buyers #ill diffi!ulty to find same le$el of ser$i!e else#here. %n other #ords, Maybank managed their !ustomers as a result of allo#ing the !ompany to gain !ustomer loyalty. he strategy that #as used by Maybank allo#s them to ha$e a !han!e be!oming a #orld leader in banking industry.
Par/ C RI! Frame"ork (AmBank)
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Banking se!urity
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rodu!t line
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nline I mobile banking
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Brand name
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orporate !ulture
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AMA!" V#IO A!A$%&I&:
Valuable@
AmBank Group has gro#n into one of the biggest finan!ial institutions in the
!ountry. hile it seeks to !ontinuously impro$e its ser$i!es. AmBank Group has offi!es in Malaysia and a!ross the region, #ith ser$i!es ranging from retail, small business, !ommer!ial, #holesale banking, funds management, e:uity markets, general insuran!e, and life insuran!e to family takaful. Besides that, AmBank Group as a $ibrant and !onne!ted #orkpla!e. he Group pro$ides an open and honest #ork !ulture #ith easy a!!ess to senior management, and pra!ti!es kno#ledge sharing to enable :ui!k de$elopment. %t is !reate the best !orporate !ulture. #are@
Ambank group get A#ardinning Bank. 6or e-ample, ork for Bank of the Kear
2/1* 8by the F?based maga4ine he Banker, Asia's utstanding ompany on orporate Go$ernan!e 89th orporate Go$ernan!e Asia
Ambank group ha$e %nternational 0inks #here they learn and gro# #ithin an
internationally !onne!ted Group . AmBank Group is a partner of one of Australia's leading banks, the Australia and ;e# ealand Banking Group 8A;. his partnership has resulted in the inno$ati$e offering of he AmBankA; Get +et +olution, a ser$i!e that enables students #ho plan to study in Australia to open an A; A!!ess Ad$antage student a!!ount from Malaysia. he Group also has %nsuran!e Australia Group 8%AG and Met0ife as strategi! partners. 1'
Or'ani(ation@
AmBank Group belie$es in gi$ing ba!k to the !ommunity. hairman of
AmBank Group an +ri A4man "ashim is a strong ad$o!ate of employee parti!ipation in +< initiati$es. he Group lends a hand to the underpri$ileged and supports the de$elopment of youth, sports, !ulture and edu!ation through $arious a!ti$ities under he Am?asih rogramme. +in!e 2//9, the Group has pledged to allo!ate lo!ations nation#ide. %mpa!t on ompetiti$e Ad$antage@
se!urity, build a effi!ien!y online banking and make many < = to ensure AmBank still !ompete #ith other Banking Business.
RI! Frame"ork Bank Islam (Bimb)
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IM V#IO A!A$%&I&: Valuable: "a$ing
a strong lo!al %slami! banking is an important asset for a !ompany trying
to in!rease their si4e, sales, and market share. %t is a great #ay to gain more re$enues from ne# and e-isting !onsumers. his is be!ause, maCorities Malaysian is Muslim and they more preferred #ith %slami! banking that shariah !omplian!e. #are: Bank %slam is the
biggest %slami! Banking in Malaysia. Although, no#adays almost all
banks offer %slami! produ!ts but Bank %slam is the pioneer of %slami! banking in Malaysia. hus, the Bank %slam is $ery strong brand name in the !ommunity be!ause they ha$e e-perien!e in the %slami! banking se!tor. Besides that, Bank %slam !ontinuous effort to impro$e its range of produ!ts, and ser$i!es, the Bank has laun!hed A Mobile Bankingi an enhan!ed $ersion of sms banking. A Mobile Bankingi uses an inno$ati$e !hip te!hnology that displays a banking menu on user's mobile phone.
Inimitable and !on)substitutable: %n
the short term, no !ompetitors of Bank %slam !ould
gain su!h a large market in Malaysia Banking %ndustry. %t #ould take signifi!ant time and resour!es to a!!omplish this. As the first %slami! bank in Malaysia, Bank %slam has the ad$antage of ha$ing a strong brand name and fran!hise that signifi!antly differentiates it from its !ompetitors. o date, the bank is ser$i!ing about fi$e million !ustomers nation#ide. he 18
bank has un#a$eringly fo!used on !onstantly e-panding and enhan!ing its portfolio of +hariah !ompliant produ!ts and ser$i!es to pro$ide more !hoi!e and $alue to its !ustomers. herefore, it is diffi!ult to another banking business to inimitable the strategy that implement by Bank %slam. Or'ani(ation: Bank
%slam is su!!essfully taking ad$antage of this !apability. As :uoted on
their #ebsite@ Nith 1*3 bran!hes and more than 1,2// selfser$i!e terminals a!ross the !ountry(, itDs !lear that our passion for great %slami! banking, genuine ser$i!e and !ommunity !onne!tion trans!ends language and !ulture. Impact on *ompetitive Advanta'e: #eali(ed &ustainable *ompetitive Advanta'e #ecommendation:
Bank %slam must fo!used on ho# to get a loyal !ustomers, impro$e
banking se!urity, build a !orporate !ulture and make < d to ensure Bank %slam is leader in %slami! Banking.
RI! Frame"ork (R#B)
H I
< J
% J
I
rodu!t line
I
J
J
I
orporate !ulture
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J
J
I
19
nline I mobile banking
I
I
J
I
Brand name
I
I
J
I
<=
I
I
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Banking se!urity
I
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0oyal !ustomer
I
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#+ V#IO A!A$%&I&: Valuable @ <"B
Bank the fourth largest fully integrated finan!ial ser$i!es group in
Malaysia, he <"B Banking Group pro$ides finan!ial produ!ts and ser$i!es through its main subsidiaries, <"B Bank Berhad, <"B %n$estment Bank Berhad, +? %n$estment Bank Berhad, <"B %nsuran!e Berhad and <"B %slami! Bank Berhad, #hile its asset management and unit trust businesses are undertaken by <"B Asset Management +dn. Bhd. and <"B %slami! %nternational Asset Management Berhad. he <"B Banking Group be!ame the first domesti! finan!ial group in Malaysia to set up an %slami! banking subsidiary, kno#n as <"B %slami! Bank Berhad #are@
<"B #ins &Best ard 0oyalty rogram( A#ard at the ards Ele!troni! ayments
%nternational Asia +ummit A#ards 2/15, #hi!h re!ogni4es the best in the banking finan!e industry. $er the past fe# years, mobile penetration has !ontinued to gather speed a!ross the #orld, #ith Asia a!ifi! boasting some of the highest adoption rates in the #orld. here is a drasti! !hange in !onsumer beha$ior and ho# people are using their mobile de$i!es onthemo$e, as part of in!reasingly busy lifestyles. ustomer's e-pe!tation about their bank has also !hangedO they #ant to manage all their banking offerings on the go. Inimitable and !on)&ubstitutable@
he ne# <"B 0ifestyle mobile app !hanges the #ay
!ustomers manage and redeem their !oupons and deals offered by the bank. Fsing this inno$ati$e app, <"B !ustomers !an pur!hase !oupons online and redeem them by s!anning the mer!hant's P< !ode using their smartphone. <"B !ustomers !an also take ad$antage of deals and pri$ileges using the inno$ati$e augmented reality feature to lo!ate nearby deals, AMs or <"B bran!hes and share deals and !oupons instantly $ia so!ial media. App users !an also send and re!ei$e gifts bet#een them. he app is a$ailable for all <"B bank
1:
!ustomers. he bank plans to add online !oupon redemption and push notifi!ations in its ne-t release and !redit !ard redemption in the near future. Or'ani(ation@
he <"B Banking Group is the fourth largest fully integrated finan!ial
ser$i!es group in Malaysia. he Group's !ore businesses are streamlined into three main business pillars, namely Group
#ecommendation:
<"B Bank must fo!us on ho# to build a !orporate !ulture, impro$e
re#ard program, !reate mobile banking and make produ!t line of <"B Bank effi!ien!y and effe!ti$e.
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