Al-Falah Bank Limited Chapter-6

chapter 6

ORGANIZATIONAL  ANALYSIS

Administrative Analysis

Working Setup

It is observed that there are some deficiencies in branch setup. It creates extra disturbance and excessive moment which in turn effect the efficiency of the employees and thus that of whole organization also.

Lack of Specialized Training

In BAF, training is provided on the basis of generalization rather than specialization. After completion of training, the employee is inducted into specific field. Due to lack of knowledge he faces difficulty to perform the assigned job.

Separation of Activities

There is no separation of activity. For example, local remittances and account section work is performed by one person. It creates confusions and conflicts. In order to avoid mishaps, there should be complete separation of activities.

Space Shortage

It is observed that branches suffer from space shortage. The sitting arrangement is not sufficient as compared to the number of customers visits the bank.

Personnel Analysis

Marketing at Desk

Bank employees come in daily contact with many people who happened to deal with the bank as casual remitter or beneficiaries of remittances, drawer of bills, safe custody service holders, travelers and variety of other peoples with whom that bank has no account or regular business relationship. The bank officers are doing very little on their own to expose the possibilities of selling banking services to them as a marketing contributor. All the bank officers should make a conscious effort in addition to their normal assignment to explore the possibilities of selling banking services to them. The marketing opportunities are built into every dealing, a banker handles if he has the art and urge to seize such opportunities.

Marketing Visits

A very useful mode of contact is through personal marketing visits. Such visits are important by-products such as gaining information about the customers’ financial and business position, about their market reputation and crating a feeling of importance in the minds of clients. Such visits should be properly planned and undertaken with regularity and consistency. BAF assigns this task to its newly recruited workers and then rely on their reports. Market specialists should also be sent to market for analysis.

Need for Better Training Program

It has been observed that the training program of BAF is not adequate. Special marketing training should be given to employees who are concerned with marketing. They should learn new methods for motivating customers. The training program of the bank should include scientific techniques to improve the decision making and inter personnel as well as the individual needs of the employees. Incorporating case studies, sensitivity training and special projects can do this. Both specialized and generalized training should be provided to a fresh as well as on job workers to maintain the high standard of services.

Use of Media

BAF is a new organization as compared to other banks. From marketing viewpoint every new organization must pay heed to promotional activities. The management of BAF generally does not care much about this important issue. In order to increase its customers and add to its publicity, it is recommended that bank should advertise itself and introduce its services in detail through media.

Such as bank alfalah sponsor cricket matches.

And also sponsor TV dramas

Functional Analysis

Ignorance of its Goal

The bank officers sometimes ignore their social responsibilities of improving the overall economic environment of the country. They sometime open account of those people to whom they does not know but just to achieve the deposit targets they open the account.

Emphasis of Accounts than Deposits

BAF seems more interest to increase its number of accounts irrespective to deposits. Efficient banking is one in which emphasis is not on number of accounts but on greater amounts of deposits. It is difficult to maintain and provide personalized services to greater number of account holders.

Improper Public Communication

BAF is a busy bank. Heavy workload is on the staff which does not allow the staff to spear their time for proper public dealing.

Maintenance of Secrecy

A prudent banker must exercise great care observe duty of secrecy of customer accounts but in BAF one can noticed that it is not fully taken care of during the rush of routine business. They speak loudly about the position of account or while getting clearance of cheques the person can easily get the whole information from the computer screen. The cash officer must be careful while passing any cheque. He should be careful about his computer screen. In this regard, another short fall is in giving the information about the balances on telephone. When account number is given on phone they least bother to ask any other verification.