Strategic Business Managegent case study of FIRST DIRECT BANK by SADIQ YUSUF YABO

Twqkwmold A}tlfmtt Nkfkomnmfw if @lqtw Glqmdw A| TKGL[ \]T]@ \KAI

Lfwqig}dwlif Lf ifb| ? |mkqt @lqtw Glqmdw amdknm wjm `ktwmtw oqilfo akfh lf wjm Aqlwklf& Lw kt wjm ]H“t `lqtw aqkfdjbmtt akfh kfg qmwklb qmwklb wmbmujifm akfhlfo tmqpldm& Wjm ìbbilfo qmuiqw kfkb|tmt wjm dktm i` @lqtw Glqmdw3 Aqkfdjbmtt Akfhlfo" lw kwwmnuwt wi mzubklf wjm pkqli}t `kdwiqt mnubi|mg jldj nkgm lw t}dj k t}ddmtt lf kf lfg}twq| wjkw kt ubko}mg lwj d}twinmq kukwj|& Lf wjm `lqtw tmdwlif i` wjm qmuiqw m olpm k aqlm` jltwiq| i` wjm dinukf|8 m wjmf kfkb|tm wjm dinukf|“t d}qqmfw uitlwlif }tlfo wjm nkqhmwlfo k}glw *nkdqi kfg nldqi kfkb|tlt,& _m kqm wjmf kabm wi }tm T_IW wi lgmfwl`| wjm twqkwmolmt }tmg a| @lqtw Glqmdw amwmmf ;<:< kfg ;<<0 jldj nkgm lw kf lffipkwlpm nkqhmw bmkgmq lf kf mqk i` wmdjfibioldkb kgpkfdmnmfw& Lf Djkuwmq 1 m olpm i}q qmdinnmfgkwlift i` twqkwmolmt wjkw di}bg am mnubi|mg a| @lqtw Glqmdw k`wmq ;<<0 aktmg if i}q kfkb|tlt qmt}bwt& Djkuwmq 4 lt kf }ugkwmg dinukf| ipmqplm" i}wblflfo wjm twqkwmolmt wjm dinukf| mnubi|mg kfg wjm dinukf|“t dinukf|“t d}qqmfw uitlwlif uitlwlif lf wjm nkqhmw *;<<0 ifkqgt,& ifkqgt,& Lf wjm difdb}tlif difdb}tlif m lgmfwl`lm lgmfwl`lmg g wjm pkqli}t `kdwiqt wjkw

Djkuwmq ;3 Kfkb|tlt ;&; Aqlm` Jltwiq| @lqtw Glqmdw kt tmw }u kt kf lfgmumfgmfw glpltlif i` Nlgbkfg Akfh" wjm ì}qwj bkqomtw akfh lf wjm ]H& Nkqhmw Qmtmkqdj difg}dwmg a| k wmkn i` mzmd}wlpmt bmkg a| Nlhm Jkqqlt" ì}fg wjkw k t}atwkfwlkb kni}fw i` d}twinmqt glg fiw }tm aqkfdjmt kfg wjm bmpmb i` tkwlt`kdwlif i` wjitm wjkw glg kt qmbkwlpmb| qmbkwlpmb| bi& Wjlt Wjlt dkf am t}uuiqwmg t}uuiqwmg a| kf NIQL tw}g| lf ;<::& Diftm{}mfwb Diftm{}mfwb|" |" @lqtw Glqmdw Glqmdw kt bk}fdjmg if Idwiamq ;" ;<:<& @lqtw @lqtw Glqmdw iumqkwmg iumqkwmg `qin k dmfwqkb bidkwlif bidkwlif jldj di}bg am kddmttmg a| d}twinmqt plk wmbmujifm 17 ji}qt k gk|" ? gk|t k mmh" kfg 40= gk|t k |mkq& D}twinmqt D}twinmqt mqm lfdqmktlfob lfdqmktlfob| | gltlbb} gltlbb}tlifm tlifmg g lwj lwj wjm wqkglwlifkb wqkglwlifkb akfhlfo akfhlfo t|twmn& t|twmn&

@lqtw @lqtw

Glqmdw di}bg wkhm i` kgpkfwkom i` wjlt tlw}kwlif kt wjm| mqm kabm wi i``mq d}twinmqt kf m``ldlmfw

tmqpldm wjkw kt mktlb| kttmttkabm& A| wjm mfg i` ;<<7" @lqtw Glqmdw kdjlmpmg aqmkh.mpmf kfg oklfmg oklfmg wjmlq wjmlq `lqtw `}bb `}bb |mkq i` uqi`lw uqi`lwkal kalblw blw| | a| wjm mfg i` ;<<=& Wjm jlojmtw jlojmtw fmw oklf i` ]H d}twinmqt d}twinmqt wqkft`mqqlf wqkft`mqqlfo o wjmlq djmdhlfo djmdhlfo kddi}fwt kddi}fwt kt tmd}qmg a| @lqtw @lqtw Glqmdw Glqmdw `qin ;<<7 wi ;<<=& @lqtw Glqmdw `kq mzwmfgmg mzwmfgmg wjm iqlolfkb kln i` a}lbglfo k fldjm uitlwlif lf wjm nkqhmw& @lqtw Glqmdw jkg kwwqkdwmg niqm wjkf 0=5"555 djmdh kddi}fw d}twinmqt tlfdm lwt difdmuwlif *Hm| Fiwm Qmuiqw" ;<
Wjm bi ditw i` q}fflfo wjm dinukf| kfg jloj d}twinmq tkwlt`kdwlif tmqpmg wjm dinukf| mbb8 uqi`lwt mqm jlojmq wjkf iwjmq `lfkfdlkb iqokfltkwlift kfg wjm dinukf| kt kabm wi oklf niqm d}twinmqt wjqi}oj kgpmqwltlfo kfg qmdinnmfgkwlift `qin mzltwlfo d}twinmqt& Mzjlalw3 1 @lqtw Glqmdw3 Mtwlnkwmg Kddi}fw Gkwk Gkwm

Kuq.<0 Gmd.<= Gmd.<7 Gmd.<4 Gmd.<1 Gmd.<; Gmd.<5 Gmd.:<

Wiwkb f}namq d}twinmqt 07;"555

i` Wiwkb f}namq amq kddi}fwt ;";55"555

i` Dkbbt)gk|

=:0"555 7?0"555 40;"555

:55"555 ?55"555 =55"555

41"555 10"555 1;"555 ;0"555

17;"555 ;40"555 00"555 ;;"555

4=5"555 155"555 ;5="555 F)K

;;"555 ?"555 4"555 F)K

Twk``

1"755 1"455 ;"<55 ;"=55 ;"555 =55 455 1=5

Ti}qdm3„ @lqtw Glqmdw3 Aqkfdjbmtt Akfhlfo„ LFTWMKG" @ifwklfmabmk}" @qkfdm" ;<
@lqtw Glqmdw jkt k f}namq i` o}lglfo uqlfdlubmt jldj tmqpmg wi nkhm wjmn t}dj k t}ddmtt& ‡

Aqkfg gl``mqmfwlkwlif . Wjm| a}lbw k aqkfg d}twinmqt d} twinmqt di}bg lgmfwl`| lwj&

‡

K uqiuitlwlif gmtlofmg ìq wjm d}twinmq . wjm| gmdlgmg wi a}lbg k akfh ìq wjm d}twinmqt kfg fiw ìq wjm akfh& Wjm| glgf“w kfg twlbb gif“w wkbh kai}w wjm uqidmtt a}w a }w qkwjmq wjm d}twinmqt&

‡

Kf lfwmqfkb d}bw}qm ì}fgmg if dbmkq diqm pkb}mt" diftwkfw nlflfo i` d}twinmq lfìqnkwlif kfg wjm qmbmfwbmtt u}qt}lw i` kblofnmfw&

Wjm| nkgm t}qm lfwmqfkbb| wjkw wjmlq pkb}mt kfg amjkpli}qt mqm diftltwmfw lwj wjm k| wjm| kfwmg wjm aqkfg wi nkfl`mtw lwtmb` wi wjm d}twinmq& @lqtw Glqmdw jkg tlz diqm pkb}mt lwj jldj wi kdjlmpm wjlt fknmb|3 qmtuiftlpmfmtt" iumffmtt" qlojw `lqtw wlnm" qmtumdw" difwqla}wlif kfg hk lsmf&

;&1 Mfplqifnmfwkb Kfkb|tlt ;&1&; Nkdqi.mfplqifnmfw *UMTWMB kfkb|tlt, ‡

Mdifinld.T}atlglkq| Mdifinld.T}atlglkq| i` Nlgbkfg Akfh kfg `qin ;<<1 ukqw i` JTAD — jkg mdifinlmt i` tdkbm g}m wi JTAD qmti}qdmt& Nmkfw bmtt mzumfglw}qm kt lw amfm`lwmg `qin wjm gmpmbiunmfw i` JTAD&

‡

Mdifinld — Wjm bkqom f}namq i` aqkfdjmt iumfmg a| akfht kfg a}lbglfo tidlmwlmt lf wjm mkqb| ;<<5“t jkg kf kgpmqtm m``mdw if wjm mdifin|& Wjlt qmt}bwmg lf nmqomqt nmqomqt kfg akfht jkg wi am giftlsmg kfg ditwt jkg wi am d}w wi uqmpmfw k qmdmttlif&

‡

Tidlkb D}bw}qkb — `ktw ukdmg bl`mtw|bmt& bl`mtw|bmt& Uqi`mttlifkb Lfglplg}kbt Lfglplg}kbt ji blpmg blpmg lfdqmktlfo `ktw. `ktw. ukdmg bl`mtw|bmt mqm mfwldmg a| tummg" m``ldlmfd| kfg difpmflmfdm&

‡

Wmdjfibioldkb — Wjm mkqb| mkqb| ;<<5“t ;<<5“t mqm mqm ql`m ql`m lwj lwj Wmdjfib Wmdjfibiol ioldkb dkb kgpkfdm kgpkfdmtt lf akfhlf akfhlfo& o& K}winkwmg Wmbbmq Nkdjlfmt mqm amdinlfo lfdqmktlfob| uiu}bkq kfg wmbmujifm akfhlfo kt lgmtuqmkg& Wjmqm kt k qkgldkb djkfom lf uk|nmfw iuwlift g}qlfo wjm mkqb| ;<<5“t kfg wjm Ubktwld dkqg *gmalw dkqgt kfg tnkqw wlnm, mqm lfdqmktlfo }tmg kt k qmubkdmnmfw ìq dktj& Jinm akfhlfo kt bk}fdjmg lf ;<<= a| Akqdbk|t akfh jldj di}bg am kddmttmg `qin wjm d}twinmqt“ umqtifkb dinu}wmq&

;&1&1 Nldqi.mfplqifnmfw *UIQWMQT, ‡

_jmf lw bk}fdjmg @lqtw Glqmdw jkg fi glqmdw dinumwlwiqt lf wjm ]H kt lw jkg kf lnuqipmg tummg kfg tmqpldm ìq d}twinmqt" kwwqkdwlfo k fldjm nkqhmw *k``b}mfw kfg qmo}bkq gmuitlwiqt“,& Wjmqm kt lfdqmktmg dinumwlwlif a| wjm nlg ;<<5“t kt nitw akfhlfo lftwlw}wlift i``mqmg tinm ìqn i` glqmdw kddmtt ìq wjmlq d}twinmqt&

‡

Wjm Blhmbljiig i` mfwmqlfo wjm nkqhmw lt jloj" wjlt lt g}m wi wjm Akfhlfo kdw i` ;
‡

T}atwlw}w T}atwlw}wlift3 lift3 Wqkglwlifkb Wqkglwlifkb akfhlfo akfhlfo K tlofl`ldkfw tlofl`ldkfw nlfiqlw| nlfiqlw| i` @lqtw @lqtw Glqmdw Glqmdw d}twinmqt d}twinmqt jkg tuifwkfmi}tb| qm{}mtwmg UD kddmtt wi wjmlq kddi}fwt" kbwji}oj nitw akfht kfg a}lbglfo tidlmwlmt i``mqmg wjmlq d}twinmqt tinm ìqn i` glqmdw kddmtt

‡

A}|lfo A}|lfo uimq i` d}twinmq3 d}twinmq3 Wjm uimq i` wjm d}twinmq d}twinmq lt jloj& Kt gmtdqlamg gmtdqlamg lf wjm dktm tw}g| ifm" ; lf = umiubm di}bg fiw gltwlfo}ltj amwmmf wjm tmqpldmt i``mqmg a| gl``mqmfw akfht kfg d}twinmqt d}twinmqt kqm }t}kbb| }flbblf }flbblfo o wi tlwdj tlwdj akfht& Akfht jkg wi i``mq }fuqmdmgmfwmg }fuqmdmgmfwmg tmqpldm kfg i``mqt wi b}qm uiwmfwlkb d}twinmqt `qin wjm dinumwlwlif&

‡

Uimq Uimq i` t}uubl t}uublmqt mqt33

Kt akfhlfo akfhlfo lt k tmqpld tmqpldmm lfg}tw lfg}twq| q|"" wjmqm wjmqm lt k bi t}uublm t}uublmqq uimq& uimq&

Wmbmujifmt kfg dinu}wmq kqm iawklfmg `qin wjm t}uublmqt a}w wjm dinukf| uqiakab| jkt nkf| gl``mqmfw t}uublmqt `qin jldj wjmtm kqm ti}qdmg ;&1&4 T_IW Twqmfowjt ‡

Mkt| Kddmtt

17 ji}q akfhlfo mfkabmg d}twinmqt d}twinmqt wi qmwqlmpm qmwqlmpm wjmlq akfh lfìqnkwlif lfìqnkwlif kw kf| wlnm& D}twinmqt D}twinmqt mqm fiw ìqdmg wi oi lfwi wjm aqkfdjmt wi nkhm nlfiq mf{}lqlmt kfg wqkftkdwlift& @ktwmq" tlnubmq" niqm m``ldlmfw nmwjigt i` akfhlfo kwwqkdwmg nkf| d}twinmqt& ‡

D}twinmq Tmqpldm

A}tlfmtt Qmuqmtmfwkwlpmt }tmg k D}twinmq Lfìqnkwlif T|twmn wi jkpm kddmtt wi d}twinmqt“ kddi}fwt kddi}fwt kfg jltwiq|8 jltwiq|8 lw kbti qmdiqgt mpmq| d}twinmq d}twinmq difwkdw& difwkdw& A}tlfmtt A}tlfmtt Qmuqmtmfwkwl Qmuqmtmfwkwlpmt pmt di}bg jkfgbm jkfgbm :=- i` kbb dkbbt dkbbt lwji}w lwji}w wqkft`mq wqkft`mqql qlfo fo dkbbt& dkbbt&

Nlfln Nlfln}n }n dinukf dinukf| | tmqpld tmqpldmm iacmdw iacmdwlpm lpmtt

qm{}lqmg wjkw ?=- i` kbb dkbbt am kftmqmg lf 15 tmdifgt iq bmtt& A}tlfmtt Qmuqmtmfwkwlpmt di}bg

qmdiqg qmdiqg d}twin d}twinmq mq lfìqn lfìqnkwl kwlif if oklfmg oklfmg g}qlfo g}qlfo wmbmuji wmbmujifm fm difpmq difpmqtkw tkwlif liftt *t}dj *t}dj kt d}twin d}twinmqt mqt““ pkdkwlift, pkdkwlift, if NLFG kfg ti kbbilfo AQ“t wi dinnmfw dinnmfw if wjmn lf wjm `}w}qm& `}w}qm& D}twinmqt“ D}twinmqt“ `mbw `mbw pkb}mg kfg lfglplg}kb jldj okpm @lqtw Glqmdw k gltwlfdw kgpkfwkom8 d}twinmqt“ di}bg mktlb| gl``mqmfwlkwm amwmmf @lqtw Glqmdw kfg iwjmq akfht& ‡

Umiubm gmpmbiunmfw

@lqtw Glqmdw qmdq}lwmg lfglplg}kbt ji mqm `qin tidlkb uqi`mttlift& Lfglplg}kbt ji mqm `ktw kfg m``ldlmfw iqhmqt lwj mnukwj| kfg kabm wi iqh }fgmq uqmtt}qm jlbm nklfwklflfo kqnwj kfg tlfdmqlw|& A}tlfmtt Qmuqmtmfwkwlpmt Qmuqmtmfwkwlpmt jkg wi wi }fgmqoi k ? mmh lfwmftlpm lfwmftlpm wqklflfo di}qtm& AQ“t mqm qm{}lqmg wi uktt k wiwkb i` =7 lfwmqfkb kddqmglwkwlif wmtwt lwjlf < nifwjt i` mnubi|nmfw& _lwj dkqmmq gmpmbiunmfw kfg umqìqnkfdm aif}tmt *jldj di}bg oi kt jloj kt =- i` wjm kff}kb kom, mnubi|mmt mnubi|mmt mqm olpmf lfdmfwlpmt lfdmfwlpmt wi qmnklf qmnklf lwj wjm dinukf|& Pkqli}t Pkqli}t wmkn a}lbglfo a}lbglfo mzmqdltmt mqm qmo}bkq wi wi nklfwklf oiig wmkn qkuuiqw& Kf iumf ubkf i``ldm mfplqifnmfw mft}qmg k oiig iqhlfo qmbkwliftjlu amwmmf twk`` kfg nkfkomqt& ‡

Bi ditwt

@lqtw Glqmdw i``ldmt mqm aktmg lf Kqblfowif kfg Twi}qwif lf Bmmgt& Wjm bimq ditw i` komt kfg qmfwkb qmfwkb qkwmt mqm jlojb| kwwqkdwlpm kwwqkdwlpm wi wjm `bmgoblfo `bmgoblfo dinukf|& Wjm ‚jiw gmthlfo“ gmthlfo“ kuuqikdj kt }tmg }tmg wi am kabm wi }wlblsm }wlblsm kbb kpklbka kpklbkabm bm tukdm kfg hmmu ditwt ditwt bi& @lqtw @lqtw Glqmdw Glqmdw nkgm }tm i` m``ldlmfw lfìqnkwlif t|twmnt8 wjlt kt lftwq}nmfwkb kt wjm gkwkaktmt mqm }tmg lf mpmq| ktumdw i` wjm a}tlfmtt& @lqtw Glqmdw Glqmdw jkg ifb| 1755 twk`` nmnamqt nmnamqt lf ;<<0 tmqplfo 07;"555 d}twinmqt& K aqkfdj aktmg akfh i}bg qm{}lqm kbnitw 7555 mnubi|mmt wi tmqpm wjm m{}lpkbmfw f}namq i` d}twinmqt& _mkhfmttmt ‡

K d}bw}qm a}lbw if lffipkwlif kt gl``ld}bw wi nklfwklf kt wjm dinukf| fmmgmg wi difwlf}m wi gmpmbiu wjmlq wmdjfibiolmt wi am if wjm ìqm`qifw i` wjm wjm `lfkfdlkb tmqpldmt tmdwiq& L` kf mktlmq kfg `ktwmq nmkft i` akfhlfo kt gmpmbiumg a| kfiwjmq iqokflskwlif d}twinmqt i}bg am gqkf wi wjmn&

‡

Kfiwjmq uiwmfwlkb iatwkdbm i}bg am nklfwklflfo wjkw ‚lffipkwlpm d}bw}qm“ kt wjm dinukf| lfmplwkab| mzukfgmg wi niqm wjkf ;5"555 mnubi|mmt tuqmkg ipmq f}nmqi}t tlwmt&

‡

Wjm dinukf| kt oqilfo kw kf lfdqmglabm qkwm kfg wjm| jkg wi nklfwklf wjm tmqpldm kfg uqldm wjkw nkgm wjmn k t}ddmtt&

Iuuiqw}flwlmt3 ‡

Qiin ìq mzukftlif jlbm hmmulfo ditwt bi&

_lwj uqi`lwt `qin ;<<= ifkqgt" kfg oqilfo f}namq i` d}twinmqt g}m wi iqg i` ni}wj kfg kgpmqwltmnm kgpmqwltmnmfwt" fwt" wjmqm kt knubm qiin ìq mzukftlif& D}qqmfwb| D}qqmfwb| lwj ipmq 075"555 d}twinmqt d}twinmqt kfg iacmdwlpmt wi lfdqmktm d}twinmq aktm wi ; nlbblif d}twinmqt a| wjm |mkq 1555& @lqtw Glqmdw di}bg mzukfg wi niqm tlwmt&

‡

Wmdjfibioldkb Lfpmtwnmfwt Kt kf kqn kqn i` JTAD JTAD"" @lqt @lqtww Glqm Glqmdw dw i}b i}bg g am kabm kabm wi amfm` amfm`lw lw `qin `qin wjml wjmlqq wmdjf wmdjfib ibiol ioldk dkbb lfpmtwnmfwt" hmmulfo lw kw wjm ìqm`qifw i` wmdjfibioldkb lffipkwlif jlbtw hmmulfo wjmlq ditwt bimq wjkf iwjmq akfhlfo iqokflskwlift&

‡

Kt wjm dkbb dmfwmqt mqm k j}a ìq kbb dinn}fldkwlift" wjlt ìqdmg tmqpldm twkfgkqgt wi am jloj jlojmq mq wjkf wjkf }t}kb }t}kb&& D}tw D}twin inmq mq qmbk qmbkwl wlif iftj tjlu lutt mqm mqm a}lbw a}lbw kfg kfg wjlt wjlt i}b i}bg g bmkg bmkg wi niqm niqm iuuiqw}flwlmt wi mzukfg d}twinmq aktm g}m g} m wi iqg i` ni}wj kgpmqwltmnmfw&

‡

Dqitt tmbblfo i` pkqli}t tmqpldmt Gkwkak Gkwkaktmt tmt jldj jldj qmdiqg qmdiqgmg mg d}twin d}twinmqt mqt umqtif umqtifkb kb gmwklb gmwklbtt di}bg di}bg am kddmtt kddmttmg mg a| AQ“t AQ“t kfg uqiniwlfo tmqpldmt jldj wjm| qm{}lqmg" kt mbb kt tmfglfo wjmn aqidj}qmt i` tmqpldmt kw wlnmt wjm| nlojw nlojw fmmg wjmn" i}bg lfdqmktm tkbmt kfg uqi`lw ìq @lqtw @lqtw Glqmdw& Glqmdw& Bimq uqldmt uqldmt ìq wjmtm tmqpldmt jldj mft}qm niqm d}twinmqt mqm kwwqkdwmg a| wjmn& Kbti wjm jlojmq kom lfglplg}kbt jin @lqtw Glqmdw wkqomwmg" nitw blhmb| dkq ifmqt" i}bg am niqm wjkf blhmb| wi am kwwqkdwmg a| wjm lft}qkfdm" niqwokomt" dqmglw dkqgt" i``mqmg a| @lqtw Glqmdw&

Wjqmkwt ‡

Lfdqmktmg dinumwlwlif `qin qmwklbmqt kt mbb kt uqlpkwm dinukflmt l&m& Plqolf Glqmdw di}bg uitm k uqiabmn lf wjm `}w}qm kt nkf| i` wjmtm fm iqokfltkwlift kbti i``mqmg wjm tknm tmqpldmt kfg wjm nkqhmw di}bg amdinm tkw}qkwmg&

‡

Lfdqmktmg }tm i` mbmdwqifld akfhlfo amlfo i``mqmg a| Fkwliflgm" Akfh i` Tdiwbkfg kfg Db|gmtgkbm. L` mbmdwqifld akfhlfo mqm wi amdinm wjm fiqn kfg @lqtw Glqmdw glg fiw mfwmq wjm nkqhmw" wjm| i}bg fiw jkpm wjm kgpkfwkom lf wjm mbmdwqifld kom kfg i}bg fiw am kabm wi nklfwklf dinumwlwlpm kgpkfwkom&

‡

Lfdqmktmg }tm i` mbmdwqifld akfhlfo kbti nmkfw bimq ditwt ìq iwjmq akfht" l` @lqtw Glqmdw glg fiw mfwmq wjm nkqhmw" wjm| i}bg jkpm wi lfdqmktm uqldmt wi nklfwklf wjmlq i}woilfo ditwt kfg i}bg fiw jkpm wjm dinumwlwlpm kgpkfwkom lf wmqnt i` uqldlfo lw d}qqmfwb| jkt&

DJKUWMQ 13 QMDINNMFGKWLIFT

Wjlt tmdwlif lbb lf mttmfdm dkuw}qm difdmuwt kfg gmblpmq wjiqi}oj qmdinnmfgkwlift kt wi jmqm wjm oqiwj dkf am twmmqmg ìq @lqtw Glqmdw ìq ;<<0 ifkqgt lf iqgmq wi t}twklf kfg mfjkfdm nkqhmw uitlwlif lf jkw lt kf mpmq ti oqilfo tmdwiq& Wjqi}oj i}q qmtmkqdj i` @lqtw Glqmdw  wjm lfg}twq| kt k jibm" m i}bg uqiuitm kfg mzukfg wjm ìbbilfo ì}q qmdinnmfgkwlift3 1&; If.blfm jinm akfhlfo

Ifm i` wjm hm| mbmnmfwt i` @lqtw @lqtw Glqmdw kt lffipkwlif& lffipkwlif& Wjm| mqm bmkgmqt lf wmbmujifm akfhlfo& Wi am kabm wi nklfwklf wjmlq d}twinmq aktm wjm| jkg wi difwlf}i}tb| am lffipkwlpm wi twk| kjmkg i` wjm dinumwlwlif& L` if.blfm akfhlfo wiih i``" a| fiw mfwmqlfo wjm nkqhmw" @lqtw Glqmdw di}bg ìq`mlw nkf| d}twinmqt" kfwlfo `ktwmq mktlmq kddmtt wi wjmlq kddi}fwt& Wjlt oqkuj" wkhmf `qin k qmdmfw Okqwfmq Oqi}u qmuiqw tjit k uqmgldwlif i` wjm f}namq i` Lfwmqfmw }tmqt iqbglgm wi ;<<:& Mpmf lf wjlt blnlwmg wlnmtdkbm" wjm uqmgldwlif pkqlmt amwmmf k !diftmqpkwlpm! 75 nlbblif kfg wjm wjm !iuwlnltwld! ìqmdktw ìqmdktw i` tinm ;05 nlbblif nlbblif }tmqt& Wi tmw wjmtm obiakb twkwltwldt lfwi k fkwlifkb difwmzw" k qmdmfw tw}g| a| LGD t}oomtwt wjmqm kqm tinm ;&4 nlbblif }tmqt lf wjm ]H lf ;<<= kfg ìqmdktwt wjlt lbb oqi wi ?&? nlbblif a| wjm w}qf i` wjm dmfw}q|&

Tw}glmt dkqqlmg i}w a| qmtmkqdj iqokfltkwlift lfgldkwmg wjkw lf ;<<0 wjmqm mqm 4&75 nlbblif lfwmqfmw }tmqt wjm ]H& L` wjmtm uqmgldwlift mqm wi am qmkblsmg lw i}bg am k oiig lfpmtwnmfw ìq @lqtw Glqmdw i``mq ifblfm.akfhlfo wi wjmlq d}twinmqt& Ifm i` wjm hm| `mkw}qmt i` `lqtw glqmdw kt wjm jloj twkfgkqg i` tmqpldm tmqpldm {}kblw| jldj jldj qmg}dmt uqldmt uqldmt kfg kggt pkb}m wi wjm d}twinmq& A| oilfo ìq kf if.blfm akfhlfo qi}wm" @lqtw Glqmdw i}bg jkpm wi mft}qm jloj tmqpldm {}kblw|" mkt| kddmtt wi kddi}fwt kfg am kabm wi wqkft`mq `}fgt" wqkft`mq wi wjlqg ukqw| kfg iqgmq djm{}m aiiht k tmqpldm wjkw kt kbqmkg| kbqmkg| i``mqmg a| Db|gmtgkb Db|gmtgkbm& m& A| i``mqlfo i``mqlfo 17 ji}q if.blfm kddmtt wi d}twinmqt d}twinmqt kt mbb kt wjm wmbmujifm akfhlfo tmqpldm" d}twinmqt di}bg dbmkq }u kf| wqkftkdwlifkb iq kddi}fw {}mqlmt& 1&;&; Lnubldkwlift i` ifblfm jinm akfhlfo ‡

Bi ditw

A| mfwmqlfo wjm if.blfm jinm akfhlfo nkqhmw" i}bg gmdqmktm ditwt& A| amlfo kf kqn i` JTAD" @lqtw Glqmdw di}bg nkhm }tm i` wjmlq wmdjfibioldkb lfpmtwnmfwt& D}twinmqt }tlfo if.blfm if.blfm akfhlfo i}bg qmg}dm wjm f}namq i` dkbbt nkgm wi wjm dmfwqm8 niqm mnubi|mmt i}bg fiw am fmmgmg l` wjm d}twinmq aktm mqm wi lfdqmktm" wj}t qmg}dlfo ditwt wi wjm dinukf|& Wjmtm bimq ditwt di}bg am wjmf ukttmg if wi wjm d}twinmqt ‡

Gltkuumkqkfdm i` ifm —if.ifm d}twinmq qmbkwliftjlu

If.b If.blf lfmm akfh akfhlf lfo o i}b i}bg g qmg} qmg}dm dm wjm wjm difw difwkd kdwt wt amw amwmm mmf f wjm wjm d}tw d}twin inmq mq kfg kfg wjm wjm A}tl A}tlfm fmtt tt Qmuqmtmfwkwlpmt& Wjlt i}bg blnlw @lqtw @lqtw Glqmdw“t Glqmdw“t iuuiqw}flwlmt& Wjm ktumdw wjkw tmw @lqtw Glqmdw kukqw kt wjmlq d}twinmq tmqpldm8 tmqpldm8 wjm| i}bg bitm wjlt ktumdw lwj wjm iftmw i` if.blfm if.blfm akfhlfo& @lqtw Glqmdw i}bg fmmg wi `lfg `lfg iwjmq nmwjigt i` gmblpmqlfo pkb}m wi d}twinmqt& d}twinmqt& A| lfwqig}dlfo d}twin d}twinmq mq umqtif umqtifkbl kblsmg smg matlw matlwmt. mt. kbbil kbbilfo fo d}twin d}twinmqt mqt wi djiitm djiitm gmtlof gmtloftt kfg ‚wjmnm ‚wjmnmt“ t“ wi umqtifkbl umqtifkblsm sm wjmlq if.blfm kddi}fw& kddi}fw& Kbti jmf d}twinmqt d}twinmqt tlofmg tlofmg }u ìq if.blfm if.blfm akfhlfo wjm| i}bg am kthmg k tmqlmt i` qm{}lqmg {}mtwlift qmbkwlfo wi dkq ifmqtjlu" kni}fw i` wqkpmb wjm| glg" `knlb| gmwklbt gmwklbt mwd& Lfìqnkwlif di}bg wjmf am ìqkqgmg ìqkqgmg wi wjmn qmbkwlfo wi wi pkqli}t ìqnt i` lft}qkfdm" wqkpmbmqt djm{}mt mwd&

1&1 A}tlfmtt Akfhlfo

Wjm d}bw} d}bw}qm qm twq}dw twq}dw}qm }qm wjqi}o wjqi}oj j wjm omfmqk omfmqkwli wlif f i` @lqtw @lqtw Glqmdw Glqmdw jkt ammf ammf wi kddinn kddinnigk igkwm wm wjm fmmgt fmmgt kfg qm{}lqmnmfwt i` wjm lfglplg}kb" wjlt amlfo wjmlq diqm dinumwmfdm& @lqtw Glqmdw jkpm gifm mzwqmnmb| mbb wi

lnubmnmfw kfg t}twklf wjmlq jloj bmpmbt i` tmqpldm" tjilfo lf wjm `kdw wjkw wjm| kqm d}qqmfwb| kwwqkdwlfo ipmq ;"155 ;"155 fm d}twinmq d}twinmqtt mpmq| mpmq| mmh& mmh& ]tlfo ]tlfo wjm Lfwmqf Lfwmqfmw mw kt k ubkwì ubkwìqn" qn" wjm| wjm| tji}b tji}bg g fi am wjlfh wjlfhlfo lfo i` lfwqig}dlf lfwqig}dlfo o A}tlfmtt Akfhlfo Akfhlfo wi dkwmq ìq wjm fmmgt i` wjitm lf wjm diquiqkwm diquiqkwm tmdwiq& Wjm| dkf i``mq bimq" niqm dinumwlwlpm qkwmt kfg i``mq k 17)? `kdlblw| jldj fi iwjmq akfh lt i``mqlfo& _m `mmb wjlt nipm i}bg am kgpkfwkomi}t ìq wjm oqiwj i` @lqtw Glqmdw& * Mzknubm i` tmqpldmt jldj di}bg am i``mqmg. Kuumfglz 4,

1&1&; Lnubldkwlift @lqtw Glqmdw Glqmdw i}bg fmmg wi tmw }u k tmukqkwm tmukqkwm tmdwlif tmdwlif ìd}tmg ifb| if a}tlfmtt a}tlfmttmt& mt& Wjlt tmdwlif tmdwlif i}bg i}bg dinuqltm i` Qmbkwliftjlu nkfkomqt ji gmkb tumdl`ldkbb| lwj ; iq niqm a}tlfmttmt" i``mqlfo umqtifkb akfhlfo kgpldm&

1&4 Mzukftlif lfwi Qmu}abld I` Lqmbkfg  _lwjlf ]H

@lqtw Glqmdw lt mfci|lfo k dinnkfgmmqlfo nkqhmw uitlwlif lwjlf wjm akfhlfo tmdwiq lf wjm ]H" lf blfm lwj wjm dinukf|“t ktulqkwlift wi oqi8 m amblmpm wjkw wjmlq d}bw}qm kfg mwjldt dkf tmm wjmn oqi iqokfldkbb|" lwj wjm Lqltj uiu}bkwlif i` 4&0 nlbblif kfg kf mfplqifnmfw wjkw lt dbitm wi wjm ]H& @lqtw Glqmdw di}bg jkpm `lqtw nipmq kgpkfwkom a| i``mqlfo wjlt aqkfdjbmtt akfhlfo `kdlblw|" wjmlq dkbb dmfwqm" gmumfglfo if wjm tlsm i` wjm iumqkwlif" di}bg mlwjmq am aktmg lf Lqmbkfg iq lfwmoqkwmg lwjlf tlwmt lf \iqhtjlqm lwj wjm dinukf| qkulgb| mzukfglfo8 kgglfo kgglfo kuuqizlnkwmb| ;5"555 d}qqmfw kddi}fw jibgmqt mpmq| nifwj& nifwj& @lqtw Glqmdw i}bg fmmg wi mzukfg& Wjmlq dkbb dmfwmqt kqm d}qqmfwb| aktmg if 1 tlwmt lf Bmmgt& Bmmgt& Lf iqgmq wi nkfkom wjm wjm lf`b}z i` fm d}twinmqt" @lqtw Glqmdw i}bg fmmg wi mtwkabltj ifm iq wi niqm tlwmt wi ji}tm wjm twk`` qm{}lqmg ìq wjm mzukfglfo a}tlfmtt& A| jkplfo niqm tlwmt" m wjlfh @lqtw Glqmdw i}bg fmmg wi qm.iqokflsm wjmlq nkfkomnmfw nmwjigt& nmwjigt& Lf ;<<0" @lqtw Glqmdw Glqmdw jkg qmtwq}dw}qmg qmtwq}dw}qmg wjmlq a}tlfmtt a}tlfmtt lfwi = }flwt& Mkdj a}tlfmtt a}tlfmtt di}bg di}bg kd{}lqm d}twinmqt glqmdwb|& _m wjlfh wjkw wjlt twq}dw}qm i}bg am m``mdwlpm ìq oilfo ìqkqg" wjm kqw wi t}twklfkabm oqiwj lt wi jkpm hm| iqokflskwlifkb thlbbt&

1&7 Diquiqkwm Qmtwq}dw}qlfo

Kw uqmtmfw" @lqtw Glqmdw jmkgmg a| Hmplf Fmnkf" ji jkt uitlwlifmg wjm twq}dw}qm i` wjm dinukf| lfwi = a}tlfmtt }flwt bmg a| Qldjkqg Q}twif" lwj tlz iwjmq glqmdwiqt cilfwb| biihlfo k`wmq gl``mqmfw ktumdwt i` wjm a}tlfmtt& Lf iqgmq wi t}twklf wjm d}bw}qm i` gmblpmqlfo wi wjm lfglplg}kb fmmgt kfg kbti k tlofl`ldkfw oqilfo dblmfw aktm *If kpmqkom ;5"555 fm kddi}fwt umq nifwj" ub}t wjm kggmg uiwmfwlkb i` lfdqmktlfo Lqltj kfg A}tlfmtt Akfhmqt,& K ti}fg qmdinnmfgkwlif nk| am wi dqmkwm lfglplg}kb kqmkt ìq gl``mqmfw gmuk gmukqw qwnm nmfw fwtt

lwj lwj

kbbi kbbidk dkwm wmg g

wmkn wmkn

bmkg bmkgmq mqt" t"

ìq ìq

mzkn mzknub ubm8 m8

Umqt Umqtif ifkb kb

Akfh Akfhlf lfo o

*]H *]H



Lqlt Lqltj, j,

)Tkplfot)L )Tkplfot)Lfpmt fpmtwnmfw wnmfwtt kbifotlg kbifotlgmm wjm A}tlfmtt A}tlfmtt Akfhlfo Akfhlfo kfg Niqwokomt) Niqwokomt)Bmfg Bmfglfo lfo *Tmd}qmg)] *Tmd}qmg)]ftmd} ftmd}qmg,& qmg,&

_lwj mzukftlif @lqtw Glqmdw jkt wi hmmu wjm ‚ti`w“ lnubldkwlift i` wjmlq gmdltlift lf ìd}t& K

a}tlfmtt blhm @lqtw Glqmdw jitm iumqkwlift kqm kqi}fg wjm dbidh" 40= gk|t k |mkq qmblmt jmkplb| if wjm d}twinmq tmqpldm uqiplgmg a| lwt mnubi|mmt& Wjm| dkf niwlpkwm wjmlq twk`` a| jkplfo wmkn a}lbglfo tmttlift lf iqgmq wi lfpibpm wjmn kfg wqmkw wjmn kt kf lfwmoqkb ukqw i` wjm dinukf|& Lw dkf kbti uqiplgm mg}dkwlifkb `kdlblwlmt ti wjkw kbb twk`` dkf uqkdwldm kbb ktumdwt i` @lqtw Glqmdwt a}tlfmtt m&o& Lf kf mpmfw i` jkplfo wi gmkb lwj n}bwlubm {}mqlmt lwj wjm tknm d}twinmq l` fmmg am" a}w kbti l` k jloj pib}nm i` dkbbt lf kf| ifm gmukqwnmfw tulbbmg ipmq kfg wjm fmmg wi qmtuifg kt mzmqdltmg lwjlf wjm 15 tmdifg uibld| i` wjm dinukf|& Wjlt lbb kbti hmmu wjm mnubi|mmt lf jloj niwlpkwlif kfg qmwklf wjmn bifomq&

DJKUWMQ 43 @LQTW GLQMDW UITW ;<<0

@lqtw Glqmdw jkt nklfwklfmg wjmlq d}twinmq bi|kbw| `qin wjmlq lfdmuwlif lf ;<:<& Kddiqglfo wi NIQL kfg FIU qmtmkqdj" @lqtw Glqmdw jkt ammf wjm nitw qmdinnmfgmg akfh lf wjm ]H ìq wjm uktw ;4 |mkqt kfg d}qqmfwb| jkt ipmq ;&1 nlbblif d}twinmqt

4&; Lffipkwlift

@lqtw Glqmdw jkt qmnklfmg lffipkwlpm tlfdm ;<<0 i``mqlfo d}twinmqt mktlmq" niqm m``ldlmfw kddmtt wi wjmlq kddi}fwt plk pkqli}t djkffmbt8 djkffmbt8 `lwwlfo `lwwlfo lf lwj lfdqmktlfob lfdqmktlfob| | `ktwmq ukdmg bl`mtw|bmt bl`mtw|bmt kfg wmdjfib wmdjfibiold ioldkb kb kgpkfdm kgpkfdmt& t&

Wjmtm Wjmtm lffipkw lffipkwlif liftt jkpm hmuw wjmn kjmkg kjmkg i` dinumwlwl dinumwlwlif if kfg jkpm

mft}qmg @lqtw Glqmdw“t t}ddmtt lf wjm akfhlfo lfg}twq|& ‡

If.blfm jinm akfhlfo

Wjm akfh amokf blnlwmg wqlkbt i` Lfwmqfmw i` Lfwmqfmw Akfhlfo lf C}b| ;<
Wmzw Akfhlfo

@lqtw Glqmdw" wjm `lqtw dinukf| wi gi ti" i``mqt k wq}b| lffipkwlpm tmqpldm jmqm |i} dkf jkpm `qmm mmhb| nlfl.twkwmnmfwt tmfw wi |i}q nialbm ujifm kt k tnt wmzw nmttkom& \i} dkf kbti tmw }u wjm tmqpldm wi tmfg |i} k nmttkom jmf |i}q kddi}fw omwt kaipm iq ambi k dmqwklf akbkfdm" iq jmf |i}q kddi}fw lt kai}w wi am ipmqgqkf& Wmzw Nmttkom akfhlfo iqht lwj tkplfot" dqmglw dkqgt kfg wjm @lqtw Glqmdw d}qqmfw kddi}fw&

‡

lUjifm Akfhlfo

@lqtw glqmdw lt nkhlfo }tm i` wjm bkwmtw wmdjfibiolmt wi aqlfo Lfwmqfmw Akfhlfo wi wjm lUjifm& Wjm| mfjkfdmg mfjkfdmg wjmlq Lfwmqfmw Lfwmqfmw Akfhlfo Akfhlfo tmqpldm tmqpldm wi uqiplgm k tmknbmtt tmknbmtt ifblfm mzumqlmfdm ìq kbb lUjifm kfg lUig Wi}dj }tmqt& }tmqt& lUjifm lUjifm kfg lUig wi}dj }tmqt dkf kddmtt kddmtt wjmlq wjmlq ifblfm ifblfm kddi}fw kddi}fw"" nkhm nkhm uk|nmfwt kfg kuub| ìq fm uqig}dwt&

4&1 Mzukftlif

@lqtw glqmdw lt aktmg kw wi dkbb dmfwqmt lf Twi}qwif *Bmmgt Bmmgt,, kfg Jknlbwif Jknlbwif"" Ti}wj Bkfkqhtjlqm" Bkfkqhtjlqm" Tdiwbkfg&& Jknlbwif lt wjm bkqomq i` wjm wi dkbb dmfwqmt jimpmq wjm Bmmgt dkbb dmfwqm jkfgbmt Tdiwbkfg qlth kttmttnmfw kfg tinm tinm uqidmttlfo qibmt& @lqtw Glqmdw glg fiw mzwmfg i}wtlgm wjm ]H" tjilfo tjilfo t}twklfmg oqiwj& A| nkfkolfo wjmlq oqiwj wjm| mqm kabm kabm wi difdmfwqkwm if d}twinmq tmqpldm kt mbb kt lffipkwlpm wmdjfibiolmt wi hmmu mzltwlfo d}twinmqt kfg oklf niqm d}twinmqt lwjlf wjm ]H&

4&4 I``tmw Niqwokomt

Kbifotlgm biihlfo k`wmq wjm fmmgt i` wjm d}twinmqt" lf 155;" @lqtw Glqmdw lfwqig}dmg kf i``tmw niqwokom wi lwt bltw i` uqig}dwt if i``mq" jldj kt wi mfdi}qkom tinm i` lwt jmkplmq gmuitlwiqt ji jkpm wjmlq niqwokom lwj @lqtw Glqmdw wi qmg}dm wjm kni}fw i` lfwmqmtw uk|kabm if wjm gmaw ilfo& Wjlt dkf am tmmf kt k oqmkw uqig}dw kfg ditw tkplfo wi nkf| niqwokom jibglfo d}twinmqt&

4&7 D}twinmq glttkwlt`kdwlif lwj wjm A}tlfmtt Nigmb

Wjm dinukf|" @lqtw Glqmdw mfci|mg wjm a}tlfmtt nigmb i` kwwqkdwlfo k``b}mfw d}twinmqt" ji `qm{}mfwb| gmuitlw nifm| iq hmmu k diftltwmfw akbkfdm lf wjm kddi}fw& Wjlt k| i` iumqkwlfo iqhmg ìq wjm dinukf| tlfdm alqwj lf ;<:<" jimpmq wjm akfh lf Fipmnamq 1550 okpm ubkft wi lnubmnmfw k twkw}wiq| djkqom i` ¤;5 ìq wjitm kddi}fw jibgmqt jkplfo kf kpmqkom akbkfdm i` bmtt wjkf ¤;=55& Lw kt nmkfw wi mfdi}qkom dblmfwt wi hmmu wjmlq d}qqmfw kddi}fw lf t}dj kni}fw i` dqmglw wi mfci| wjm `qmm akfhlfo& Wjm lgmk nk| jkpm tmmnmg blhm k oiig `qin wjm dinukf|“t umqtumdwlpm" l&m& hmmulfo ifb| wjm nitw k``b}mfw d}twinmqt" ji aqi}ojw wjm dinukf| wjm nitw uqi`lw kfg gltdi}qkolfo wjm bmtt uqi`lwkabm ifmt& ]fìqw}fkwmb|" lw kblmfkwmg kblmfkwmg k pktw kni}fw i` lwt dblmfw aktm kt kf kqwldbm u}abltjmg a| wjm @lfkfdlkb Wlnmt dbklnmg wjkw" lwjlf k nifwj" kbnitw 15"555 kddi}fwt jkg ammf dbitmg gif&

4&= Mfplqifnmfwkb Kkqmfmtt @lqtw glqmdw jkt amdinm wjm `lqtw glqmdw akfhlfo iumqkwlif wi oi /dkqaif fm}wqkb/ kfg qmg}dm

dkqaif glizlgm *DI1, mnlttlift wi smqi& @lqtw glqmdw lt kdjlmplfo lwt oikb a| qmg}dlfo mfmqo| }tm" }tm" a}|lfo a}|lfo oqmmf oqmmf mbmdwq mbmdwqldl ldlw| w| kfg wjmf wjmf i``tmw i``tmwwlf wlfo o wjm qmnklf qmnklflfo lfo DI1 mnlttl mnlttlift ift lf dkqaif dkqaif qmg}dwlif uqicmdwt& Wi oi wjkw ifm twmu `}qwjmq lw jkt kbti lfwqig}dmg lflwlkwlpmt if lwt Bmmgt kfg Jknlbwif tlwmt wi jmbu mzukfg lwt mfplqifnmfwkb DIFDB]TLIF

Wjm nklf qmdinnmfgkwlif ìq @lqtw Glqmdw lt wi difwqib wjm bmpmbt i` oqiwj lf kfg kqi}fg wjm dinukf|8 wjm| lbb fmmg wi mft}qm wjkw wjm mnubi|mmt kfg d}twinmqt kqm lf w}fm lwj wjm wkqomwt tmw kfg ubkft i}wblfmg& Wjm| lbb jkpm wi mft}qm wjkw wjm| difwlf}m wi nmmw wjm fmmgt i` wjmlq mzltwlfo dblmfw aktm lf iqgmq wi ubkwìqn wjlt t}ddmtt ifwi fm dblmfwt& @iq wjm gmpmbiunmfw i` @lqtw Glqmdw lf wjm `}w}qm" lf iqgmq wi t}twklf wkqomw gqlpmf oqiwj wjm| lbb fmmg wi difwlf}m wjmlq d}bw}qkb twkfdm if amlfo k bmkgmq i` lffipkwlif kfg d}wwlfo mgom wmdjfibio| wjqi}oji}w wjm akfhlfo lfg}twq|& @lqtw Glqmdw“t t}ddmtt lt {}lwm blnlwmg g}m wi wjm `kdw wjkw wjm| ifb| iumqkwm lwjlf wjm `lfkfdlkb tmdwiq& G}m wi wjlt wjm| gi fiw jkpm kf mzlw twqkwmo| kfg lf wjm d}qqmfw dblnkwm *dqmglw dq}fdj, `}w}qm t}ddmtt lt }fuqmgldwkabm&

Strategic Business Managegent case study of FIRST DIRECT BANK by SADIQ YUSUF YABO

Recommend Documents