1

Marketing Analysis On Anwar Securities Ltd.

Prepared for
Mr. Shamim Ehsanul Haque Lecturer

Prepared by
Md. Imran Hossain BBA ID # 04304042

BBS
BRAC University

25 October 2009

Table of Contents
Title Page No.

Introduction-----------------------------------------------------------------------------------1 Company Profile (Back Ground of the company) ----------------------------------- 2 Objectives and Goal of the company ---------------------------------------------------- 3 Objectives of the project -------------------------------------------------- -----------------4 Methodology & Limitations -------------------------------------------------------------- 5 Literature Review ----------------------------------------------------------------------- --6-8 Management Hierarchy ---------------------------------------------------------------- ---9 Brand Loyalty-------------------------------------------------------------------------------10 Analyzing consumer markets and buyer behavior------------------------------- ---11-15 Buying Roles of customers------------------------------------------------------------- 15-18 Target market & Positioning --------------------------------------------------------------19 Promotion - --------------------------------------------------------------------------- ------20 4p Analysis -------------------------------------------------------------------------- ----21-24 SWOT Analysis-------------------------------------------------------------------- ----25-26 BCG Matrix ----------------------------------------------------------------------- ----------27 Competitor Analysis--------------------------------------------------------------------28-31 Environmental Analysis ----------------------------------------------------------------32-36 Customer Analysis----------------------------------------------------------------------36-37 Industry Analysis-------------------------------------------------------------------- ---38-42 Customer satisfaction---------------------------------------------------------------- ---43-51 Internship Position--------------------------------------------------------------------------52 Findings of the study--------------------------------------------------------- -----------53-55 Recommendation-------------------------------------------------------------------------55-56 Conclusion------------------------------------------------------------------------------------57 References ----------------------------------------------------------------------------- ------58

3 Appendix------------------------------------------------------------------------------ -----59-61

Transmittal Message October 25, 2009 Shamim Ehasanul Hoq Lecturer BRAC Business School Subject: Letter of Transmittal Dear Sir, With great pleasure we submit our marketing important requirement of creditable report. The report contains a detailed study on marketing mix activities, customer satisfaction & a look at how it is done in the practical world. Here we have gathered information through different sources such as websites and actual interviews from customers of ANWAR SECURITIES LTD. I honestly hope that my analysis will help to give idea of marketing mix of a business in the real world and also customer satisfaction. I hope you will find this report worth all the labor we have put in it. I welcome your entire query & take pride to answer them. report on customer satisfaction and

marketing analysis of ANWAR SECURITIES LTD that you have assigned to us as an my internship course. I have found the study to be quite interesting, beneficial & insightful. I have tried my level best to prepare an effective &

Yours sincerely, MD. IMRAN HOSSAIN 04304042

Acknowledgement: Let us begin our acknowledgement by thanking our course teacher Shamim Ehsanul Hoq for providing suggestions for making this Final Report. On the design of this report, I again want to thank my course teacher Shamim Ehsanul Hoq for providing the format and make us able to understand about the format. And the most precious thing was the interview with the one of the member Sanowar of ANWAR SECURITIES LTD. So warm thanks to him for supporting me and give me adequate amount of data. .

Introduction: Todays share market industry is remote advanced compare to the share market industry used before. Its achievement mainly depends on promotional as well as supplementary activities related to that. Modern marketing calls for more than developing a good product, pricing it attractively, and making it accessible. Companies must also communicate with present and potential stakeholders, and the general public. Every company is inevitably cast into the role of communicator and promoter. For most companies, the question is not whether to communicate but rather what to say, to whom, and how often. Todays market is incredibly spirited and promotion has a gigantic part to play so as to sustain competitive advantage with other broker house companies. On behalf of promotion, companies contemplate advertisement, competitive advantage, and strategies to compete with their competitors, sales force, sales promotion as well as public relations. On the whole, our report is focused on the effectual marketing mix of one of broker house company in Bangladesh and it is ANWAR SECURITIES LTD.

Background of the company: ANWAR SECURITIES LTD is one of the leading Brokerage Houses of Bangladesh. The company has been registered with Dhaka Stock Exchange in the year 1995. Inception, it has been playing a vital role in the trade of securities to help build up a healthy capital market in the country. It is a private limited company, liabilities of which is limited by shares of the directors. The company has also been a member of the Central Depository Bangladesh Limited(CDBL) to facilitate electronic settlement of shares traded by the customers. ANWAR SECURITIES LTD originally offered a share buy sale service in a financial market , which created a lot of enthusiasm among the users of its friendly service. It became the well broker to reach the large number of customers .Now ANWAR SECURITIES LTD is one of the largest broker house in private sector investments by holding a large number of customers in the country. From the very beginning, ANWAR SECURITIES LTD placed emphasis on providing good services. In recent years, the focus has been to provide more flexible service within a short distance from where the customers live. There are now in Dhaka two office in Palton, one office in Uttara, one office in Dhanmondi, Uttara and Head Office in Motijheel. ANWAR SECURITIES LTD Service Desks across the country covering nearly in Chittagong and of one district in Feni. In addition, ANWAR SECURITIES LTD Customers who live in abroad and they also can open account in ANWAR SECURITIES LTD by contacting in Phone ,Fax and E-mail .The company is planning to open another new branch in Uttara. ANWAR SECURITIES LTD. has generated direct and indirect employment for a large number of people over the years. The company presently has more than 90 full, part-time and contractual employees. ANWAR SECURITIES LTD considers its employees to be one of its most important assets. ANWAR SECURITIES LTD has an extensive employee benefit scheme in place including Gratuity, Provident Fund, Group Insurance, Transportation Facility, and other initiatives.

Objective The objective of the companuy is to give advice to its customers mainly on two aspects of trade of securities viz. Investment and trade. Investment may be for long or short time while trade means daily trading in specified places of brokerage house through ON-LINE (WAN) system. In the prevailing situation of volatile market the trading of securities may seem to be somewhat uncertain and risky as well on the part of the customers. In that cntext , the companys responsibility is to handle the trade by honest counseling to its customers. The main objective is therefore to at least avert colossal loss likely to be sustained by its customers in order to protet their interest.

Goal The company is committed to extend sincere services to its clients in cost-effective way. The main objective is to build up a healthy capital market in the country by way of creating a competitive and congenial environment. The investors and traders have a great role to play in this regard company has the responsibility to motivate and educate them accordingly. The cliental base of the company has been quite large and growing. Since its inception, company had to pass long time through crossing a very hurdle path to reach this stage. The company also feels it obligated to extend all possible services and assistance to its valued clients in days ahead. With that end in view. Company has undertaken a program of extension of its branches to far-flung areas of the country to reach its service at the doorsteps of the customers. The companys objective is also to boost up a sound and healthy stock market.

Executive summary: ANWAR SECURITIES LTD is one of the fastest growing broker house company in Bangladesh with more than 30,000 customers as of October 13, 2009. It is also doing 14 years broker house business in Bangladesh. At the end of October 13, 2009, it had about 7 offices around the country with plans to add new branches all the cities in next few years. ANWAR SECURITIES LTD stated goal is to provide cost-effective and quality broker house services in Bangladesh. has actually selected appropriate marketing strategy and that is the vital reason of their success in broker house business in capital market in Dhaka and Chittagong Stock Exchange. Price, product, place and promotion are the basic elements of marketing mix. This entire feature should be used to achieve the desired goal in the target market. ANWAR SECURITIES LTD has already achieved the leading first position among medium and small investors the share market industry in Bangladesh due to proper marketing mix strategy. Today, the entrepreneur of ANWAR SECURITIES LTD are concerned about competitiveness, globalization, falling trade barriers, computerization, automation, ethical behavior, and work force diversity and total quality marketing strategy. Customers interest has increased more market has become more competitive. So, ANWAR SECURITIES LTD is now giving more emphasis on customer satisfaction through following efficient marketing mix. In addition, their prime motive is to hold the leading position in the share market as a reputed broker house in Bangladesh. To achieve the goal they go for competitive pricing policy, bringing variation in services, intensive distribution, wide promotional activities, greater customer care facilities, attractive value added service (VAS) etc. However one of their weak points is that due to providing the best branch service and other facilities the price of product and the B.O charge is little bit higher in future than other broker houses. They are trying to reach the every possible customers by reducing the B.O charges, giving attractive advertising, keeping good relation through sponsoring, patronizing; and through other promotional activities.

Objectives of the project: Our main objective is to represent the marketing activities, strategies and customer satisfaction of ANWAR SECURITIES LTD. The objectives of our project are below: To get knowledge about marketing sector of ANWAR. To identify the effect of marketing activities and customer satisfaction in the target market. To know about the strategies ANWAR adopt to compete with their competitors. To know about 4Ps of Marketing Mix. To convert our academic knowledge on Marketing Activities to practical experience.

Methodology: We collected the necessary information from following medium: 1. Interview 2. Questionnaire 3. Browsing websites We use several data gathering tools for our term paper on marketing mix of HATIL. We visited the ANWAR office at Motijheel. We took an interview with one of their marketing managers. Moreover, we prepared a Questionnaire consists of 15 questions. While interviewing with marketing manager we asked question and tried to get enough feedback so, we can understand their whole marketing activities.

10 In addition, we browsed a lot of web sights related with the marketing process of ANWAR. We gathered some information from webs.

Limitations: Although I didnt get enough chance to complete the report, but I tried my best to enrich and complete this report with a lot of limitation: Unfortunately I did not get much help from the company I worked with on account of their rashness, but eventually I am thankful to them for their all over help.

And surely time was bit limited.

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Literature Review

Customer Satisfaction
Customer satisfaction, a business term, is a measure of how products and services supplied by a company meet or surpass customer expectation. It is seen as a key performance indicator within business and is part of the four perspectives of a Balanced Scorecard. In a competitive marketplace where businesses compete for customers, customer satisfaction is seen as a key differentiator and increasingly has become a key element of business strategy. There is a substantial body of empirical literature that establishes the benefits of customer satisfaction for firms.

Measuring customer satisfaction

Organizations are increasingly interested in retaining existing customers while targeting non-customers; measuring customer satisfaction provides an indication of how successful the organization is at providing products and/or services to the marketplace.Customer satisfaction is an ambiguous and abstract concept and the actual manifestation of the state of satisfaction will vary from person to person and product/service to product/service. The state of satisfaction depends on a number of both psychological and physical variables which correlate with satisfaction behaviors such as return and recommend rate. The level of satisfaction can also vary depending on other options the customer may have and other products against which the customer can compare the organization's products. Because satisfaction is basically a psychological state, care should be taken in the effort of quantitative measurement, although a large quantity of research in this area has recently been developed. Work done by Berry (Bart Allen) and Brodeur between 1990 and 1998 defined ten 'Quality Values' which influence satisfaction behavior, further expanded by Berry in 2002 and known as the ten domains of satisfaction. These ten domains of satisfaction include: Quality, Value, Timeliness, Efficiency, Ease of Access, Environment, Inter-departmental Teamwork, Front line Service Behaviors, Commitment to the Customer and Innovation. These factors are emphasized for continuous improvement and organizational change measurement and are most often utilized to develop the architecture for satisfaction measurement as an integrated model. Work done by Parasuraman, Zeithaml

12 and Berry (Leonard L) between 1985 and 1988 provides the basis for the measurement of customer satisfaction with a service by using the gap between the customer's expectation of performance and their perceived experience of performance. This provides the measurer with a satisfaction "gap" which is objective and quantitative in nature. Work done by Cronin and Taylor propose the "confirmation/disconfirmation" theory of combining the "gap" described by Parasuraman, Zeithaml and Berry as two different measures (perception and expectation of performance) into a single measurement of performance according to expectation. According to Garbrand, customer satisfaction equals perception of performance divided by expectation of performance.The usual measures of customer satisfaction involve a survey [with a set of statements using a Likert Technique or scale. The customer is asked to evaluate each statement and in term of their perception and expectation of performance of the organization being measured. Comparison of expectations versus perception of experience. with a purchase depends on how well the product performance corresponds with the customers expectations. Customer satisfaction is an ambiguous and abstract concept and the actual manifestation of the state of satisfaction will vary from person to person and product/servictoproduct/service.Customer Satisfaction may be measured directly by survey and expressed as a percentage, such as Percent of Customers CompletelySatisfied.comparisonofexpectationsversusperceptionofexperience.

Marketing is an integrated communications-based process through which individuals and communities are informed or persuaded that existing and newly-identified needs and wants may be satisfied by the products and services of others. Marketing is used to create the customer, to keep the customer and to satisfy the customer. With the customer as the focus of its activities, it can be concluded that Marketing is one of the premier components of Business Management - the other being Operations.

13 The marketing environment The term "marketing environment" relates to all of the factors (whether internal, external, direct or indirect) that affect a firm's marketing decision-making/planning. A firm's marketing environment consists of two main areas, which are: The macro-environment, over which a firm holds little control The micro-environment The micro-environment, over which a firm holds a greater amount (though not necessarily total) control The macro-environment A firm's marketing macro-environment consists of a variety of external factors that manifest on a large (or macro) scale. These are typically economic, social, political or technological phenomena. A common method of assessing a firm's macro-environment is via a PESTLE (Political, Economic, Social, Technological, Legal, Ecological) analysis. Within a PESTLE analysis, a firm would analyze national political issues, culture and climate, key macroeconomic conditions, health and indicators (such as economic growth, inflation, unemployment, etc.), social trends/attitudes, and the nature of technology's impact on its society and the business processes within the society. The micro-environment A firm's micro-environment comprises factors pertinent to the firm itself, or stakeholders closely connected with the firm or company. A firm's micro-environment typically spans: Consumers Employees Suppliers The Media By contrast to the macro-environment, an organization holds a greater degree of control over these factors.

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Management Hierarchy of ANWAR SECURITIES LTD

Name Anwar Hossain Md. Azam Khan Md. Shahnewaz Lasker Gias Uddin Ahmed Ratan Kumar Das Md. Sirajul Islam Abu Nasir Md. Tarek Anis Md. Golam Sarwar Md. Kamal Uddin Md. Nazrul Islam Mohammed Sanoar Md. Nur Islam A.F.M. Iqbal Md. Abdul Wahab Ashutosh Chowdhury Polly Saha Sabrina Ahmed Md. Shafiqul Alam Md. Shazzat Hossain Designation Managing Director Chief Executive Officer General Manager Office In-Charge, Trading & Authorized Representative Chief Accounts Officer & Authorized Representative In-Charge, IT & DP & Authorized

Representative In-Charge, B.O. Account & Authorized Representative Accounts Officer Representative Accounts Officer & & Authorized Authorized

Representative In-Charge Share Department Asstt. In-Charge, B.O. A/C & Share Deptt. & Authorized Representative Executive, IT & DP Accounts Officer Executive, IT & DP Executive Executive & Authorized Representative Receptionist Junior Officer (Customer Service) Office In- Charge (Paltan Office, Dhaka) Office In-Charge & Authorized Representative ( Chittagong Office)

Brand Loyalty
ANWAR SECURITIES LTD customers are very much brand loyalty. As it is engaging in broker house business very long time. It is building trust among its customers who are new or old. Quick delivery service of acknowledgement. Giving valuable information about share market. Customer can talk any department employees if they need any clarification. Employees behavior of ANWAR SECURITIES LTD is very warm and gentle. If any

16 notice of ANWAR SECURITIES LTD the customer doesnt understand then employees of customer relation officer, receptionist and admin officer explain the notice several times. As they like the company thats why they tell their relatives , friends, and family members to open B.O account in ANWAR SECURITIES LTD. Consumers have varying degrees of loyalty to specific brands of broker house company. As customers invest their valuable capital in share market they are very much sensitive about brand. ANWAR SECURITIES believe that brand is a deeply held commitment to re-buy or repatronize a preferred service in the future despite situational influences and marketing efforts having the potential to cause switching behavior. Customers of ANWAR SECURITIES LTD can be divided into four groups according to brand loyalty status1. Hard- Core Loyal- Consumers who always prefer ANWAR SECURITIES LTD. As one of the best broker house in Bangladesh. It is the only broker house which can meet their demand. 2. Split Loyals- Some customers ANWAR SECURITIES LTD of who are loyal to two or three brands. 3. Shifting Loyals- Consumers who shift from one brand to another. 4. Switchers- Consumers who show no loyalty to any brand.

Analyzing consumer markets and buyer behavior

Consumers buying behavior is influenced by cultural, social, personal and psychological factors. Cultural factors exert the broadest and deepest influence. Cultural Factors

17 Culture, subculture and social class are particularly important in buying behavior. Culture is the fundamental determinant of a persons wants and behavior. The growing child acquires a set of values, perceptions, preferences and behaviors through his or her family and other key institutions. A child growing up in Bangladesh is exposed to the following values collectivism and humanitarism. Each culture consists of smaller subcultures that provide more specific identification and socialization for their members. Subcultures include nationalities, religions, social groups and geographic regions. ANWAR SECURITIES customers are Bangladeshi. Most of the Bangladeshi is Muslim. Social class is indicated by a cluster of variables for example occupation, income, wealth, education and value orientation. Average income of ANWAR SECURITIES customers is 25000TK .Educational levels of most of the customers are upto H.S.C level. Most of the customers are not very much wealthy .Minimum net wealth of small investors of ANWAR SECURITIES LTD is about net 3,00000TK to 10,00000TK. Medium size investors of ANWAR SECURITIES LTD have net amount of wealth 11,00000 to 50,00000TK. Large size investors have net amount of wealth 51,00000TK to 4,0000000TK .

Social Factors
In addition to cultural factors, a consumers behavior is influenced by such social factors as reference groups , family, and social roles and statuses.

18 Reference Groups A persons reference groups consist of all the groups that have a direct (face to face) or indirect influence on the persons attitudes or behavior. Groups having a direct influence on a person are called membership groups. Some membership groups are primary groups , such as family, friends, neighbors and co- workers with whom the person, interacts fairly continuously and informally. People also belong to secondary groups, such as religious, professional and trade- union groups, which tend to be more formal and require less continuous interaction. Customers of ANWAR SECURITIES LTD are significantly influenced by their reference groups in at least three ways. Reference groups expose an individual to new behaviors and lifestyles and influence attitudes and self concept; they create pressures for conformity that may affect actual service and brand choices. Customers of share market are also influenced by groups to which they do not belong. Family The family is the most important consumer- buying organization in society and family members constitute the most influential primary reference group. The family has been researched extensively. We can distinguish between two families in the buyers life. The family orientation consists of parents and siblings. From parents a person acquires an orientation toward religion, politics and economics and a sense of personal ambition, self worth and love. Even if the buyer no longer interacts very much with his or her parents, their influence on the buyers behavior can be significant. In our country where parents live with grown children, their influence can be substantial. Broker houses are interested in the roles and relative influence of the husband, wife and most elderly person of the family in the purchase of a broker house service.

Roles and Statuses A person participates in many groups Family, clubs and organizations. The persons position in each group can be defined in terms of role and status. A Supreme Court justice has more status than a sales manager, and a sales manager has more status than a office

19 clerk. People choose broker house services that communicate their role and status in society. Like company Managing Director often drive Mercedes and wear expensive suits. For example of broker houses customers who follow big investors like Anisur Rahman or Salman F Rahman they choose Lnka Bangla Finance and IDLC top broker houses in Bangladesh.

Personal Factors
A buyers decisions are also influenced by personal characteristics. These include the buyers age and stage in the lifecycle, occupation, economic circumstances, lifestyle and personality and self-concept. Age and stage in the life cycle Investor of share market minimum age is 18 years old. After 18 years a anyone can involve in share market. Broker house choose life-cycle groups as their target markets. Occupation and Economic Circumstances Occupation also influences consumption patterns. Marketers try to identify the occupational groups that have above-average interest in their services. A broker house can even tailor its services for certain occupational groups. ANWAR SECURITIES LTD most of the customers are service holders. Service choice is greatly affected by economic circumstances: spendable income(level, stability and time pattern), savings and assets (including the percentage that is liquid), debts, borrowing power and attitudes toward spending and saving. Marketers of income sensitive service continuously monitor trends in personal income, savings and interest rates. If economic indicators point to a recession, marketers can take steps to redesign , reposition and reprice their products so they continue to offer value to target customers.

Lifestyle

20 People from the same subculture, social class and occupation may lead quite different lifestyles. A lifestyle is a persons pattern of living in the world as expressed in activities, interests and opinions. Lifestyle portrays the whole person interacting with his or her environment. Broker houses search for relationships between their service and lifestyle groups. Psychographics It is the science of using psychology and demographics to better understand consumers. Customers of ANWAR SECURITIES LTD are achievers, experiencers, fulfilleds, and actualizers. Actualizers are successful sophisticated, active, take charge people. Fulfilleds are mature, satisfied, comfortable, and reflective. Favor durability, functionality and value in service. Achievers are successful, career and work oriented. Favor established prestige services that demonstrate success to their peers. Experiencers are young, vital, enthusiastic, impulsive, and rebellious. Spend a comparatively high proportion of income on clothing, fast food, music, movies and video.

Personality and Self- Concept Each person has personality characteristics that influence his or her buying behavior. By personality, we mean a set of distinguishing human psychological traits that lead to

21 relatively consistent and enduring responses to environmental stimuli. Personality is often described in terms of such traits self-confidence, dominance, autonomy, deference, sociability, defensiveness, and adaptability. Personality can be a useful variable in analyzing consumer brand choices. The idea is that brands also have personalities and that consumers are likely to choose brands whose personalities match their own. ANWAR SECURITIES LTD attempt to develop brand personalities of competence, reliable, intelligent, and charming, sincerity, down to earth, honest wholesome and cheerful that will attract consumers. Psychological Factors A persons buying choices are influenced by four major psychological factors-motivation, perception, learning, and beliefs and attitudes. Motivation- A person has many needs at any given time. Some needs are biogenic, they arise from physiological states of tension such as hunger, thirst or discomfort. Other needs are psychogenic. They arise from psychological states of tension such as the need for recognition, esteem or belonging. A need becomes a motive when it is a aroused to a sufficient level of intensity. A motive is a need that is sufficiently pressing to drive the person to act. ANWAR SECURITIES LTD customers have esteem needs such as status.

Buying Roles of customers of ANWAR SECURITIES LTD

22 Marketers have to go beyond the various influences on buyers and develop an understanding of how customers actually make their buying decisions. Specifically, marketers must identify who makes the buying decision, the types of buying decisions and the steps in the buying process. ANWAR SECURITIES LTD customers have five characteristics in a buying decision. 1. Initiator- The person who first suggests the idea of buying decision. ANWAR SECURITIES LTD staff tell their friends and relatives. 2. Influencer- the person whose view or advice influences the decision. Here customers of ANWAR SECURITIES LTD who gaining profit from share market. 3. Decider- The person who decides on any component of a buying decision; whether to buy, what to buy, how to buy or where to buy. Who directly invest his income in share market is generally as decider. 4. Buyer- The person who makes the actual purchase. Here customer who directly come to ANWAR SECURITIES LTD head office and branch offices giving 600TK . 300TK is house fee and 300TK annual fee. 5. User-The person who uses the service. The customer who uses the ANWAR SECURITIES LTD services.

Buying behavior Consumer decision making varies with the type of buying decision. Customers of ANWAR SECURITIES LTD is involved in complex buying behavior. Complex buying behavior involves a three step process. First, the buyer develops beliefs about the service. Second, he develops attitudes about the service. Third, he makes a thoughtful choice. Consumers engage in complex buying behavior when they are highly involved in a purchase and aware of significant differences among brands. This is usually the case when the service is expensive, bought infrequently, risky and highly self-expressive. The marketer of a high involvement service must understand consumers information gathering and evaluation

23 behavior. The marketer needs to develop strategies that assist the buyer in learning about the service attributes and their relative importance, and which call attention to the high standing of the companys brand on the more important attributes. As a marketer ANWAR SECURITIES LTD needs to differentiate the brands features, use motivated sales personnel to describe the brands benefits among customers and the buyers acquaintances to influence the final brand choice. BUYING DECISION PROCESS: Smart companies will immerse themselves in trying to understand the customers over all experience in learning about a service, making a brand choice, using the service, and even disposing of it. The buying decision process for using broker house services depends on the following phases. The consumer passes through five stages: problem recognition, information search, evaluation of alternatives, purchase decision, and post purchase behavior.

Need recognition:
The buying process starts when a buyer recognizes a problem or need. The need can be internal or external. Internal need means one of the persons normal needs like hunger, thirst etc. Need can also be aroused by external stimuli. Broker house service is belongs to external stimuli. Now a days broker house service is one of essential part of every investors of share market in Dhaka Stock Exchange and Chittagong Stock Exchange. Investors cannot think a day to trade in share market without the help of broker house consulting service. If we think, when do we need broker house service? What will be our answer? Answer is, in every second and in every minute. Because expert trader of broker

24 house can give us valuable information is a very common thing. ANWAR SECURITIES LTD needs to identify the need for broker house service in Bangladeshi market. As there are already so many broker house companies exists in Bangladeshi market like IDLC, Lanka Bangla Finance, Square Securities Ltd etc. they should focus on their promotions to create the need for their line in Bangladesh. Investors need very much safe investment in share market. As we know share market is very risky business. One can gain more profit from his investment purchasing any company shares in secondary market. At the same time one can loose all his investment in a few moments. No one exactly Know whether share price of a company rise or fall. But expert of broker house can predict by analyzing the share market by their long time experience and available reliable information about share prices of different companies. ANWAR SECURITIES LTD is always giving right information at the right time to its valuable customers.

Information search:
As we know that, in Bangladesh broker house non banking financial sector has a big competition. There are many broker houses companies in Bangladesh. So obviously the customers should have a choice from those broker house services. Here customers generally choice those broker house companies which have a lower service charges, quick services, safe investment assurance and better consulting facility. For this reason customer has to search information through television, newspaper, by calling to the broker house employees of customer relation officers or brief discussion with the other broker houses existing members and also from the friends or families. When a customer will recognize their need then he will obviously search for information.

Evaluation of alternatives:
Consumers evaluation process depends on some basis processes. First, the consumer is trying to satisfy a need i.e. the customer is satisfy with the service charge, more branch offices, more office facility access. Second, the consumer is looking for certain benefits from the product solution i.e. ANWAR SECURITIES LTD has provide full DP service.

25 Third, the consumer sees each service as a bundle of attributes with varying abilities for delivering the benefits sought to satisfy this need. Some attributes of which influence the buying process of choosing among the services that are providing by other companies are-price, quality, quick trading facility, annual fee charge, and other services.

Purchase Decision:
In the evaluation stage, the consumers already get the decision of which service to purchase. But the opening B.O. A/C charge, more branch and counseling long/ short term investment by the customers facilities are more important than the other features because the opening and renewal of B.O (Beneficiary Owner) account charge, branch facility and counseling facility among the broker house companies in Bangladesh are very competitive. So here people go for those companies which are providing lower B.O. charge and better counseling facility than others. The attributes of ANWAR SECURITIES LTD mentioned in the evaluation stage help customers to take their purchase decision of products. But ANWAR SECURITIES LTD also has some drawbacks which might discourage customers from buying their products or service. For example, ANWAR SECURITIES LTD does not have enough branch office and small office space for customers in Head Office. On the other hand Lanka Bangla Finance and IDLC have enough office space in the head offices. Then the customer will try to purchase them.

Post purchase Behavior:

After purchasing the product, the consumer will experience some level of satisfaction or dissatisfaction. If the performance of the service falls short of expectations, the customer is disappointed; if it meets expectations, the customer is satisfied; if it exceeds expectations, the customer is delighted. These feelings make a difference in whether the customer buys the product again and talk favorably or unfavorably it to others. Most of the customers of ANWAR SECURITIES LTD are satisfied after using the wide range of services .

Target market

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Positioning
In marketing, positioning is the technique by which marketers try to create an image or identity in the minds of their target market for its product, brand, or organization. It is the 'relative competitive comparison' their product occupies in a given market as perceived by the target market. Positioning is perception that is done in the minds of the target market. A product's position is how potential buyers see the product. Positioning is expressed relative to the position of competitors. Generally, the product positioning process involves:

27 Defining the market in which the product or brand will compete (who the relevant buyers are). For example, ANWARSECURITIES LTD is competing in the Brokerage house in capital market of Bangladesh with other companies like Lanka Bangla Finance, Square Securities Ltd, IDLC etc. Identifying the attributes (also called dimensions) that define the product 'space'. For example, the attributes of ANWARSECURITIES LTD are their special care in providing B.O. acknowledgement in a short time. Collecting information from a sample of customers about their perceptions of each product or service on the relevant attributes. Determine each products' or service current location in the product space Determine the target market's preferred combination of attributes Position.

The main positioning of ANWAR SECURITIES LTD is positioning as a reputed brokerage house where trust comes first brand image perceived by its customers.

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BCG MATRIX

29 PROMOTION: People usually get to know about ANWAR SECURITIES LTD through different ways. Electronic media: They give advertisement in satellite channel like Digonto T.V etc. Billboards: ANWAR SECURITIES LTD use billboard in notice able place like beside the road, top of high-rise building in Motijheel C/A, Polton-1,Palton-2, Dhanmondi , Feni, Uttara and Chittagong . Internet: ANWAR SECURITIES LTD has its own website where information of every new services and upcoming facilities are available. Sponsoring: ANWAR SECURITIES LTD sponsors in different events or patrons different organizations to keep good public relations. It is recently sponsoring publishing school magazine. Seminars: ANWAR SECURITIES LTD arranges seminars within their organization and also outside their organization for the share market present situation and future prospect in Bangladesh. Personal Selling: Personal selling is the most effective tool at later stages of the buying process, particularly in building up buyer preference, conviction, and action. Sales Meeting: ANWAR SECURITES LTD organize sales meeting for the future benefit of the company. They generate new ideas and identify the problems and suggest possible solutions.

Marketing Strategy:

30 ANWAR SECURITIES LTD is the broker house company in share market in Bangladesh with more than 20000 customers as of October 13, 2009. It is also the fastest growing broker house in Bangladesh. So, it is easy to understand that marketing coverage of ANWAR SECURITIES LTD is broad and huge. We can divide its marketing strategy into Marketing Mix: A Marketing Mix is the combination of product offerings used to reach a target market for the organization. The marketing mix comprises the Product (what the actual offering comprises), Price (the value exchanged for that offering), Promotion (the means of communicating that offering to the target audience, promotional mix) and distribution (also known as Place, the means of having the product offering available to the target audience). The marketing mix is also known as the four Ps.

Product: ANWAR SECURITIES LTD offers in share buy sale product service. Four broad categories are described in below#Product #Price #Place #Promotional

Product:

31 The product and product strategy have the key role in marketing mix planning. The development of a product or service to satisfy a consumer needs is the first step. The other elements are based on product planning.ANWAR SECURITIES LTD is a service based company. Its main products are two category services by offering primary share and secondary businesses. By opening account in ANWAR SECURITIES LTD customers can buy and sell shares of different companies. Counseling about share business is another product of ANWAR SECURITIES LTD. Price: A company develops a pricing strategy to accomplish organizational objectives. In pricing strategy its important to determine the price of the service or product first.ANWAR SECURITIES LTD follows both the cost-oriented and market approach to determine the price of the newly opening account fee and getting commission on buying and selling shares by customers.ANWAR SECURITIES LTD follow the cost-oriented approach where prices are determined by focusing on cost of merchandise (machineries involved in service) , accompanying services(salaries of the employees) and overhead cost(maintenance of the office, office rent, security guards ) and then adding an amount for desired profit. Moreover the ANWAR SECURITIES LTD follows the market approach, a method of price determination that recognizes that variables in marketplace influence price. ANWAR SECURITIES LTD does not follow the one and only pricing strategy at a time. They follow several strategies. After determining price comes the implementation of pricing strategy into reality. The choice depends on company objectives, stages of the product life cycle and competitions. ANWAR SECURITIES LTD customers. has charged 0.25% commission to its

32 Place: Distribution strategy involves physical system and channels used to place the product or service in the customer hands. ANWAR SECURITIES LTD is responsible for providing the service to the right place at the right time. A firm can have the best product of the world (Product Strategy), people can know about that product and want that product but all of these activities will be useless if people cannot get the product when and where the want that. To reach the broker house services ANWAR SECURITIES LTD. intensive distribution, which utilizes some distributing their product or service. number of branches Office. Mainly ANWAR SECURITIES LTD. has adopted and as well as Head

Follow the following channel for

ANWAR SECURITIES LTD( Branch Offices)

Consumer

In this process ANWAR SECURUTIES LTD. has many selected branches in different location in Dhaka city these are Dhanmondi, Uttarra, Palton-1, Palton-2, one in Chittagong and one in Feni district. Branch offices collect the B. O form from the Head Office and sale these B.O forms to the customers of different branch offices.

ANWAR SECURITIES LTD.( Head Office)

Consumer

In the second distribution process Head Office in Motijheel C/A sale the B.O form to its customers.

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Promotional Strategy: Promotional strategy is the second element of the marketing mix. It involves the correct blending of personal selling, advertising, sales promotion, and publicity to create the promotional mix. Promotional strategy is the communication ingredient in the marketing mix for reaching specific target markets. Its role is to inform, persuade and remind people about the firms services and images. There are mainly two potential promotional strategies-Push strategy and Pull strategy. Actually, ANWAR SECURITIES LTD follows the Push strategy, a strategy involves the company using its sales force and trade promotion money to induce intermediaries to carry, promote and the product to the end users.

34 SWOT Analysis Strengths We are committed to serve you the best Expert & dedicated Human Resource. Efficient & Experienced Management Local presence (Dhaka, Chittagong & Feni.) One stop service. State of the art technology LCD, Plasma T.V, E-mail, Fax, Central Air cooling system. To facilitate counting system of currency notes for saving time, company has recently taken decision for procurement of Electronic Note Counting Machine. Large number of clients. Settlement of traded securities through DSE/CDBL. Dematerialization/ Rematerialization /Pledge/unpledge /Transfer/Transmission of Securities as per SEC rule. Counseling for long/ short term investment by the customers. Computer based trading of securities

Weakness Internet speed is slow Not enough space in office Maximum customers are small investors Departments are not separate Employee salary is very low Lack of training facilities for employees Not enough branches in the country Only follow internal recruitment. So talented employees may not be recruited. Employees may pressure the management to recruit one of his family members, relatives, and friends.

35 Opportunities Diversification of business like giving loan. Product line proliferation Expanding into new geographic area like Shylet Increasing Customers: The economy of Bangladesh is growing and many people are going to invest in capital market . Potential buyers: Bangladesh has 15 cores people. So it has a large number of initial customers and it is a big market. ANWAR SECURITIES LTD has this opportunity to cover the market by taking effective steps. Growing economy: Bangladesh is becoming a developing country and many businesses are growing. That is a perfect condition to grow the market.

Threat Growing banking sector is indirect risk for non- banking financial sector. Foreign large broker house will be a great threat. New braoker houses also as a potential threat. Govt. rules and regulation by Security and Exchange Commission is another threat. Opening new branches of large broker houses all over in Bangladesh. Political environments: Defective political system is a threat for the business. In Bangladesh, every political party influences on business. This is a threaT for the company.

Value Added Services:

36 ANWAR SECURITIES LTD offers several value added services (VAS). ANWAR SECURITIES LTD customers can use any branches for many other purposes than opening an account . Customers will be able to use all these services whenever you need them, wherever you are. All you need is to have a ANWAR SECURITIES LTD to get these services.

Other Benefits:

Customer support team assists with the following services: Taking care of any specific queries have, or respond to any special needs for assistance.

37

Competitor Analysis
Lanka Bangla Finance, IDLC, are the major competitors of Anwar Securities Ltd. They have large market share in Dhaka Stock Exchange and Chittagong Stock Exchange. Their clients are large amount of investment in capital market. These competitors have more branches in all over the Bangladesh. They have well expertise employees. They have up to date technology. They have joint venture investment with other foreign countries. These broker houses are every year organized training session. Well known resource person come to their offices. They advise the companys top level employees. These companies maintain team work efforts. They have both part time and full time employees. They have large office space in their head office and branch office. Their employee recruiting process is well organized. So they get best employees from their recruitment process. They have followed both internal and external recruitment process. These companies have other businesses . Like merchant banking, sme, car loan, personal loan, deposit products. IDLC SECURITIES LIMITED (IDLCL) A FULLY OWNED SUBSIDIARY OF IDLC FINANCE LIMITED A fully owned subsidiary of IDLC Finance Limited has been set up to cater to the needs of the capital market needs of the institutional and individual clients. IDLCSL offers fullfledged international standard brokerage service for retail and institutional clients and foreign clients. Having seats in both Dhaka and Chittagong Stock Exchange Limited, it is inevitable that IDLCSL became the trusted broker to most of the foreign, local institutional investors and high net worth clients investing in Bangladesh and abroad. IDLCSL is dedicated to providing a high level of professional and personalized services to its domestic and international clients. The company intends to offer high quality product and service at a competitive rate to all clients. It has proven reputation in serving customers by maintaining strong compliance practices and extreme ethical standard.

38

Brokerage Service for Institutional Clients Foreign Fund Managers Insurance Companies Banks and Financial Institutions Trust Corporations

Brokerage Service for Retail (Individual) ClientsInternational and Domestic Placement of Securities Brokerage Services Trade Execution (Dhaka and Chittagong Stock Exchange Limited) Pre-IPO Private Placement opportunities through IDLC Finance Limited (Merchant Banking) Appointment of dedicated and skilled sales representative Opportunities for trading in different financial instruments

Research & Publication Daily price information, Market Overview, Daily Fact Sheet Monthly report Industry/Corporate research report Free access to our company research reports through our web-site Sectors and Company research reports Half yearly political and economic update

39

Custodial Services Safe keeping of securities We have an exclusive arrangement for clients to keep their shares in safe custody in our vault. Depository Participant (DP) The main function of DP is BO (Beneficial Owner) accounts opening and maintenance. Dematerialization and Re-materialization Transfers and multiple accounts movement Pledging, un-pledging and confiscation Lending and borrowing Corporate events announcement Enquiry (Cash and Non Cash) BO ISIN balances and master maintenance enquiry

IDLC gets SAFA Best Presented Accounts Award 2006, IDLC Finance Limited received Merit Certificate under Best Presented Accounts Award 2006 presented by the South Asian Federation of Accountants (SAFA) in the category Non - Banking Financial Sector.IDLC believes that its human resources are its greatest assets and recognize them as building blocks on which Company's performance and development are based. IDLC continues to develop and implement appropriate human resources management policies and practices to build up its employees, and to ensure their optimum contribution towards the achievement of corporate goals. As our human resources give the organization a significant competitive edge, we continue our policy of recruiting best people and implementing programs to develop and retain high quality human resources.

Langka Bangla Finance

40 LankaBangla Securities has the multinational corporate entity with the participation of Sampath Bank of Sri Lanka. Local One Bank has also stakes in the LankaBangla Securities. Our commitments to clients Provide service with high degree of professionalism Create life-long relationship based on mutual trust and respect Respond to customer needs with speed and accuracy Share their values and beliefs Grow as our customers grow Provide products and services at competitive pricing Ensure safety and security of customers valuables in trust with us.

Our Services We are the first brokerage house of Dhaka Stock Exchange (DSE) to Start stock trading outside Dhaka. Trading facilities in both Dhaka and Chittagong Stock Exchange. Depository Participant (DP) service from all branches. Dematerialization(DEMAT) & Rematerialization(REMAT) of securities Beneficiary Owner Account(BO) Outstanding Customer Care Achievements We secured the First position in DSE as well as CSE in the year 2006 and first position in CSE and second position in DSE in the year 2005. We introduced DSE trading facilities both in Chittagong & Sylhet. The company services include Brokerage Services, CDBL Services and Research Services. LankaBangla Securities, the first brokerage house of the country to start trading outside Dhaka is a 99.99 per cent subsidiary of LankaBangla Finance Ltd, a leading non-banking financial institution (NBFI). LankaBangla Securities grabbed the top position for the third consecutive year on DSE and fourth consecutive year on CSE in 2008.

41

Environmental Analysis Companies and their suppliers, marketing intermediaries, customers, competitors, and publics all operate in a macro environment of forces and trends that shape opportunities and pose threats. These forces represent noncontrollables to which the company must monitor and respond. In the economic arena, companies and consumers are increasingly affected by global forces. These include The substantial speedup of international transportation, communication, and financial transactions, leading to rapid growth of world trade and investment. The rising economic power of several Asian countries in world markets. The rise of trade blocs The severe debt problems of a number of countries, along with the increasing fragility of international financial system The increasing use of barter and countertrade to support international transactions. The increasing ethnic and religious conflicts in Bangladesh. The rapid dissemination of global lifestyles. Rapid privatization of publicly owned companies. The movement of manufacturing capacity and skills to lower-cost countries like Bangladesh.

Demographic environment

42 Recent (20052007) estimates of Bangladesh's population range from 142 to 159 million, making it the 7th most populous nation in the world. With a land area of 144,000 square kilometers, ranked 94th, the population density is remarkable. A striking comparison is offered by the fact that Russia's population is slightly smaller even though Russia has a land area of 17.5 million square kilometers, at least 120 times bigger than Bangladesh. Bangladesh has the highest population density in the world, excluding a handful of citystates and small countries such as Bahrain. Bangladesh's population growth was among the highest in the world in the 1960s and 1970s, when the country grew from 50 to 90 million, but with the promotion of birth control in the 1980s, the growth rate slowed. The population is relatively young, with the 025 age group comprising 60%, while 3% are 65 or older. Life expectancy is 63 years for both males and females. The majority ethnic group of Bangladesh are the Bengali people, comprising 98% of the population. The remainder are mostly Bihari migrants and indigenous tribal groups. There are thirteen tribal groups located in the Chittagong Hill Tracts, the most populous of the tribes are the Chakmas. The region has been a source for ethnic tension since the inception of Bangladesh. The largest tribal groups outside the Hill Tracts are the Santhals and the Garos (Achiks). There are also Kaibartta, Meitei,Mundas, Oraons, and Zomi ethnic groups. Human trafficking has been a lingering problem in Bangladesh and illegal immigration has remained a cause of friction with Burma and India. The official and most widely used language in Bangladesh, as in West Bengal, is Bengali or Bangla, an Indo-Aryan language of Sanskrit origin with its own script. English is used as second language among the middle and upper classesand in higher education. Since a President Order in 1987, Bengali is used for all official correspondence except those that are to foreign recipients. Health and education levels have recently improved as poverty levels have decreased. Most Bangladeshis are rural, living on subsistence farming. Health problems abound, ranging from surface water contamination, to arsenic contamination of groundwater, and diseases including malaria, leptospirosis and dengue. The literacy rate in Bangladesh is approximately 41%. There is gender disparity, though, as literacy rates are 50% among men and 31% among women, according to a 2004 UNICEF estimate.Literacy has gone up due to many programmes introduced in the country. Among the most successful ones are the Food for education (FFE) programme introduced in 1993, and a stipend programme for women at the primary

43 and secondary levels. The major religion practiced in Bangladesh is Islam (89.7%) and a sizable minority adheres to Hinduism (9.2%). About 96% of the Muslims are Sunni while over 3% are Shi'a. Ethnic Biharis are predominantly Shia Muslims. Other religious groups include Buddhists (0.7%, mostly Theravada), Christians (0.3%, mostly of the Roman Catholic denomination), and Animists (0.1%). Bangladesh ranks fourth after Indonesia, Pakistan, and India by the number of Muslims, with over 130 million. Islam is the state religion of Bangladesh, but other religions may also be practiced in harmony. The United Nations has recognised the country mainly as a moderate Muslim democratic country.

Economic Environment The economy of Bangladesh is constituted by that of a developing country. Its per capita income in 2008 was US$1389 (adjusted by purchasing power parity) lower than the world average of $10,497. According to the gradation by the International Monetary Fund, Bangladesh ranked as the 48th largest economy in the world in 2008, with a gross domestic product of US$224,889 million. The economy has grown at the rate of 6-7%. over the past few years. While more than half of the GDP belongs to the service sector, nearly two-thirds of Bangladeshis are employed in the agriculture sector, with rice as the single-mostimportant produce. Remittances from Bangladeshis working overseas, mainly in the Middle East and East Asia, as well as exports of garments is the main source of foreign exchange earnings. Economic growth is rather endogenous with slow growth in foreign direct investment. Bangladesh has made major strides to meet the food needs of its ever growing population. The land is devoted mainly to rice and jute cultivation, although wheat production has increased in recent years; the country is largely self-sufficient in rice production. Nonetheless, an estimated 10% to 15% of the population faces serious nutritional risk, and that food security is at risk for 45% of the population. Bangladesh's predominantly agricultural economy depends heavily on an erratic monsoonal cycle, with periodic flooding and drought. Although improving at a very fast rate, infrastructure to support transportation, communications, and power supply and water distribution is still developing. Bangladesh is limited in its reserves of oil, but recently there was huge development in coal mining. While the service sector has expanded rapidly during last two

44 decades, country's industrial base remains narrow. The country's main endowments include its vast human resource base, rich agricultural land, relatively abundant water, and substantial reserves of natural gas which are depleting quickly and may disappear in the next 7-8 years. Bangladesh historically has run a large trade deficit, financed largely through aid receipts and remittances from workers overseas. Foreign reserves dropped markedly in 2001 but stabilized in the USD3 to USD4 billion range (or about 3 months' import cover). In January 2007, reserves stood at $3.74 billion, and they increased to $5.8 billion by January 2008, according to the Bank of Bangladesh, the central bank. However, aid-dependence of the country has systematically been reduced since the beginning of 1990s.

Macro-economic trend
This is a chart of trend of gross domestic product of Bangladesh at market prices estimated by the International Monetary Fund with figures in millions of Bangladeshi Taka. However, this reflects only the formal sector of the economy. Year Gross Domestic Product US Dollar Exchange 1980 1985 1990 1995 2000 2005 2008 250,300 597,318 1,054,234 1,594,210 2,453,160 3,913,334 5,003,438 16.10 Taka 31.00 Taka 35.79 Taka 40.27 Taka 52.14 Taka 63.92 Taka 68.65 Taka Inflation Index Per Capita Income (2000=100) (as % of USA) 20 1.79 36 1.19 58 1.16 78 1.12 100 0.97 126 0.95 147

For purchasing power parity comparisons, the US Dollar is exchanged at 12.86 Takas only. Average wages in 2007 hover around $2-3 per day. Investment The stock market capitalization of the Dhaka Stock Exchange in Bangladesh crossed $ 10 billion in November 2007 and the $15 billion dollar mark. Major investment from foreign investors have led to a massive building boom in Dhaka and Chittagong.

Political Legal Environment

45 Marketing decisions are strongly affected by developments in the political and legal environment. The environment is composed of laws, government agencies and pressure groups that influence and limit various organizations and individuals. Sometimes these laws also create new opportunities for business. Security Exchange commission and Dhaka Stock Exchange and Chittagong Stock Exchange regulate all broker house companies of Bangladesh

Technological Environment One of the most dramatic forces shaping peoples lives is technology. Technology has released such wonders. The economy growth rate is affected by how many major new technologies are discovered. The marketer should monitor the pace of change, the opportunities for innovation, varying R&D budgets, and increased regulation.

Customer Analysis
Most of the customers of ANWAR SECURITIES LTD are small investors. Their investment range are 10000tk to 40000tk .There is also medium size investment .Their investment is 20000tk to 200000tk. There are some large investors. They invest 2000000tk

46 to 10000000tk. Doctors, engineers and top level officers of public and private organizations are investing large amount of money in share market. Some customers of share market dont want to take risk thats why they invest in primary share market. Those customers who take risk they invest in secondary share market. Secondary market customers are analyzing the market very carefully. Educational background of customers is extensively differentiating one person to another. Some customers of ANWAR SECURITIES LTD solely depend on his share business and it is the only source of income. Another type of customers is doing share market business and also other category of business outside share market. Most of the share market customers are male. In secondary share market some customers are present in ANWAR SECURITIES LTD to observe the price level of different companies. Large number of customers is getting information of share prices trough telephone. Customers of ANWAR SECURITIES LTD are very price sensitive. They open their B.O account in ANWAR SECURITIES LTD because it charge very low fee and charging low commission on share buying and selling by customers. As it is doing business in service related industry, customers always wants quick service from employees. Some of the customers are showing very impatience attitude. They behave very rudely to the employees of accounts department and customer relation officer. Lifestyles of customers are very different from one person to another. Customers who are large investors our company gives extra facilities. Those customers are engaging in service. Generally they come to ANWAR SECURITIES LTD after 5.00 P.M or during the time of lunch hour at 2.00 P.M. They want quick delivery service of check processing, B.O account opening process, ledger summary, annual fee, account status, share stock. As there are large gap in educational level some customers understand our service system quickly. And some of the customers are not easily understand our service system as there educational level is not good enough.

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Features
1) How satisfied are you with the quality of customer service department?

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2) How satisfied are you with the IT department service?

3) How satisfied are you with the product Knowledge of customer service officer?

49

4) How satisfied are you with the fees/service charge of ANWAR SECURIRTIES LTD.?

5) How satisfied are you with the authorized traders services while communication in phone?

50

6) How satisfied are you of the location of Head Office of ANWAR SECURITIES LTD?

7) How satisfied are you with the system of B.O account form opening procedure?

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8) How satisfied are you with the delivery method of Cheque / share balance/stock balance / ledger Statement?

9) How do you feel when you come to a ANWAR SECURITIES LTD Branch offices?

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10) How do you feel when you come to customer relation officer about asking any question regarding changing of time of cheque delivery or ledger summary?

53 11) How likely are you satisfied to repurchase services from ANWAR SECURITIES LTD ?

12) How would you rate your level of satisfaction with ANWAR SECURITIES LTD in regards to price( or charging commission)?

54 12) How satisfied are you with ANWAR SECURITIES LTD in regards to value?

13) How satisfied are you with ANWAR SECURITIES LTD to recommend to a friend or a relative?

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14)How satisfied are you with the manner of the employees?

15) How satisfied are you about the waiting time for having your question addressed?

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Internship Position
In the period of my three month internship program, I've learned a lot of things about brokerage house activities which is related to my subject. My main responsibility is to provide customer service. I also got three month long training on brokerage house share trading procedures, and DSE , SEC rules regarding B.O form opening account documents. I also learned Back Office Software which is used by accounts officers, IT officers. Other activities mention in below Selling B.O form. B.O A/C verify & close B.O. form. B.O. form opening B.O. setup scan customer sign Receiving annual fee Providing up to date share prices of different companies both in trading hours and after trading hour by phone , e-mail, and face to face communication. Providing Acknowledgement to the customers My major job purpose & principle accountabilities in the brokerage house are as follows Ensure account opening, modification, closing. Ensure delivery of value added and quality services to the existing and the walking customers Implement client service strategies to achieve ANWAR SECURITIES LTD objective and plans Ensure quick resoling of client quires and issues Efficiently handle customer complains Receiving checks, issue cheque book, Fund transfer Verifying Customer Signature verification Writing pay order, Statement inquire Checking balance as per individual customer request Providing all kinds of general share market and brokerage house information to the customers

57 Issuing check books and posting them into the system. FINDINGS OF THE STUDY From the view point of financial performance Increasing trend in profit and keeping low maintenance cost of offices. IT and Authorized Trader service quality are increasing outstandingly. Though ANWAR SECURITIES LTD has a positive trend but Lanka Bangla Finance is doing better because its highest goodwill in capital market . Clients are now increasing day by day in ANWAR SECURITIES LTD but sill needs to be more considerations which client is profitable and which are not profitable. From the view point of customer satisfaction Most customers are satisfied with ANWAR SECURITIES LTDs services. Wide range of customer groups in terms of age and occupation. The broker house provides incentive bonus to its employees on the basis of two festivals and earned profit beyond the target profit(commission) during the year. This year the broker house increase basic salary as well as two festival bonuses100% of the basic salary which motivate its employees to perform their activities effectively and efficiently. The employees of the broker house are Young, energetic, creative, cooperative and friendly. Their dealings with the client are cooperative and friendly which creates attractive perception about the client and interest to do business with the broker house. Because of the medium marketing effort of ANWAR SECURITIES LTD the profit amount has increased in slow way but capturing many clients. For this even when competition has increased due to the intrusion of some new local broker houses, ANWAR SECURITIES LTD has become successful to open two new branches at Uttara and Dhanmondi in a very short time From the view point of performance analysis From the view point of comparative analysis

58 ANWAR SECURITIES LTD also gives preferences to its local customer through its marketing efforts. The number of branches of Lanka Bangla Finance higher market segment and sector of the whole country. is comparatively higher than other illustrative broker houses. As a result it covers a

Identification of Some Problems

Pressure from MD, CEO, and Politicians for opening B.O A/C without maintaining proper documents stated by SEC and DSE regulation. Not enough branch offices in Bangladesh. Defective Legal System. Lack of Supervision and Monitoring: Changes in Policies in a very short time Lower Remuneration Structure Insufficient employees for this reason the broker house do not provide sufficient service to its potential customer. Mainly in pick period the presser of customer is very high. Not enough office space in Head Office Sometimes car parking problem. As the lack of employee, they do not give time to the potential client for his (client) own Interest, sometime some employees misbehaved to the client. Introduce problem is a great problem most of the employee does not help the new client as an introducer. Most of the employee does not accept torn taka from the potential client. Limitation of proper training for this reason most of one department employee do not know the other department's work properly. There is only one employee who setup or entry data all B.O forms in Head Office. Employees do not maintain formal dress in office. Some of the employees do not have specific duties. Employees do not maintain office time regularly. New employees are recruiting in internal recruitment procedure.

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Recommendations
ANWAR SECURITIES LTD is a well established broker house in Bangladesh. It is providing maximum services to the customer than other broker houses. But it has some limitation that is mentioned above. I want to give some suggestion to remove these problems or reduce these problems ANWAR SECURITIES LTD should increase manpower. Not only in Head Office but also other branches need more employees to provide maximum service. At least in IT department and customer relation department the Broker house should provide sufficient employee. The concluding remarks on the above mentioned topic, its discussions, analysis and evaluation are as follows with recommendation: Setting proper planning for each and every work as well as for the whole department. Managerial supervision is also wanted to increase. Reduce the service charge for account and other service charge. Because most of the customer complaint about over charging ex: Statement issue charge. Proper maintenance of files and necessary files and documents on daily basis. Ensure that every one working in Back Office Software knows it properly and giving them personal ID and password. Changes in broker house policies will not be sufficient the purposes unless it is followed by a change in the attitude and outlook of both the customers and the broker house employees. ANWAR SECURITIES LTD should be enforced to expand its activities in the rural areas to serve the national interest. ANWAR SECURITIES LTD should introduce extra service for the best customers who invest large amount of money in capital market which will attract the good customers. It is observed that small investors are given same facilities compare to large investors. For motivating the employees to perform their activities efficiently and effectively ANWAR SECURITIES LTD should restructure the remuneration structure of the employees.

60 Since the B.O. A/C Charge of ANWAR SECURITIES LTD is comparatively high; it can attract more customers by lowering the B.O. Account charge in opening A/C, closing A/C, and annual fee. If the broker house wants to provide services to the customer easily and comfortably it should increase the number of branch and should it place in a suitable situation when the client come and parks their cars easily. Introducer is an important factor for open an account most of people do not have introduce but they wants to invest money to the capital market. So for increasing investment in capital market the employee should do their function by helping to find introducer for their customers. To reduce the bad character of employee the broker house should provide psychological training. Another reason of misbehavior is lack of employee. The present employee became fad up and they misbehave to the client.

Conclusion
We moved a long way from the time when the broker houses were the member of the stock exchange as financial intermediary who got license from SEC to buy or sell securities on behalf of its client .It charges commission on the gross value if the deals happen The old concepts, attitudes and methods in broker house have undergone a marked change all over the world. Modern broker house is an outcome development driven by changing financial activities and lifestyle. Bangladesh has not lagged behind. Broker houses are required to participate in the nation building activities and act as agent for bringing about socioeconomic changes. Entering as a old broker house in private broker houses scenario of capital market of Bangladesh, ANWAR SECURITIES LTD is constantly try to cross the obstacles regarding typical business oriented ideas and come up with innovative curtailed to its Consumers need to harvest maximum benefit for them ANWAR SECURITIES LTD is a third generation bank inaugurated in 1995 with a mission of providing best broker house service by ensuring customer trust in the country to enhance economic activity.

61 In the world of global economy, broker house business needs have become more diverse and exotic than ever before. In this regard ANWAR SECURITIES LTD promises to fulfill every possible Customer needs with high quality service and satisfaction. This success has resulted from the dedication, commitment & dynamic leadership of its management over the periods. To become market leader in providing broker house services, introduction of sophisticated instruments i.e., automation process and provided necessary technical & logistic supports like installation of computers (with network connections). ANWAR SECURITIES LTD is maintaining its competitiveness by leveraging on its ON-LINE (WAN) trading system in specified places of brokerage house. The company has necessary office Software and modern IT infrastructure. Though having some drawbacks the brokerage house overall performance is satisfactory. I wish a prosperous future for the brokerage house.

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Reference Book
1.

Kotler Philip Marketing Management Upper Saddle

River, New Jersey,Pearson Education,2003.

2.

http://en.wikipedia.org/wiki/Bangladesh, 8 October 2009 at 09:26, Bangladesh

3. Hossain Motaleb, Administration Officer. August 11, 2009. 4. Rasel Md. Authorized Representative. August 12, 2009. 5. Hossain Sanoar. Authrized Representative. August 25, 2009.

Internet
Website: www.google.com www.encyclopedia.com

Other Reference
Brochures of products of ANWAR SECURITIES LTD. Annual Report 2006 08, ANWAR SECURITIES LTD Leaflet, Booklet and department published documents. Prospectus of ANWAR SECURITIES LTD.

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APPENDIX
QUESTIONNAIRE

A Survey on Customer Satisfaction

BRAC University BBS Department

Surveyed By:_________________ (Please Put a Tick Mark in your selected one)

Personal Information: 1) Your Relationship with ANWAR SECURITIES LTD: 2)

a) 0-2 years b) 3-4 years c) 5-6years d) 6or more years

2) In which age group do you belong? a) 18-30 3) What is your occupation? a)Service b)Buiness c) Student 4) Your income rangea) 10,000-20,000 c) 30,000-40,000 b) 20,000-30,000 d) Above 40,000 b) 31-42 c) 43-55 d) 56 or more

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Features:
13) How satisfied are you with the quality of customer service department? b) Satisfied c) Neutral d) Dissatisfied e) Very Dissatisfied

a) Very Satisfied 14)

How satisfied are you with the IT department service ? b) Satisfied c) Neutral d) Dissatisfied e) Very Dissatisfied

a) Very Satisfied 15)

How satisfied are you with the product Knowledge of customer service b) Satisfied c) Neutral d) Dissatisfied e) Very Dissatisfied

officer? a) Very Satisfied 16)

How satisfied are you with the fees/service charge of ANWAR b) Satisfied c) Neutral d) Dissatisfied e) Very Dissatisfied

SECURIRTIES LTD.? a) Very Satisfied 17)

How satisfied are you with the authorized traders service while b) Satisfied c) Neutral d) Dissatisfied e) Very Dissatisfied

communication in phone? a) Very Satisfied 18)

How satisfied are you with the way of is service? b) Satisfied c) Neutral d) Dissatisfied e) Very Dissatisfied

a) Very Satisfied 19)

How satisfied are you with the system of B.O account form opening b) Satisfied c) Neutral d) Dissatisfied e) Very Dissatisfied

procedure? a) Very Satisfied

20) How satisfied are you with the delivery method of Cheque / share balance/stock balance/ledger Statement? a) Very Satisfied b) Satisfied c) Neutral d) Dissatisfied e) Very Dissatisfied 21) office? a) Very Satisfied b) Satisfied c) Neutral d) Dissatisfied e) Very Dissatisfied How do you feel when you come to a ANWAR SECURITIES Branch

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22)

How do you feel when you come to customer relation officer? b) Satisfied c) Neutral d) Dissatisfied e) Very Dissatisfied

a) Very Satisfied

23) How likely are you satisfied to repurchase products and services from ANWAR SECURITIES LTD ? a) Very Satisfied b) Satisfied c) Neutral d) Dissatisfied e) Very Dissatisfied

12) How would you rate your level of satisfaction with ANWAR SECURITIES LTD., in regards to price(commission)? a) Very Satisfied b) Satisfied c) Neutral d) Dissatisfied e) Very Dissatisfied

24) How satisfied are you with ANWAR SECURITIES LTD in regards to value? a) Very Satisfied b) Satisfied c) Neutral d) Dissatisfied e) Very Dissatisfied

13) How satisfied are you with ANWAR SECURITIES LTD to recommend to a friend or relative? a) Very Satisfied b) Satisfied c) Neutral d) Dissatisfied e) Very Dissatisfied

14) How satisfied are you with the manner of the employees? a) Very Satisfied b) Satisfied c) Neutral d) Dissatisfied e) Very Dissatisfied

15) How satisfied are you about the waiting time for having your question addressed?

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a) Very Satisfied

b) Satisfied

c) Neutral

d) Dissatisfied

e) Very Dissatisfied

External Factors:
. .

1) If changes are needed than what type of changes you recommend?

2) Any other Suggestions? . .

Thank You

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