“A New Financial Revolution of Agent Banking In Bangladesh” A Case Study on Dutch Bangla Bank PLC – (Agent Banking)

Abstract

This thesis delves into the promotional strategies employed by Dutch Bangla Bank PLC, Agent Banking Industry within the context of the Agent Banking sector in Bangladesh. The Agent Banking sector in Bangladesh has witnessed significant growth in recent years, marked by heightened competition and evolving consumer preferences. Dutch Bangla Bank PLC, as a key player in this market, faces the challenge of not only sustaining its market position but also expanding its market share amidst a dynamic landscape. The study employs a case study methodology, utilizing both qualitative and quantitative data collection techniques. Through interviews with key stakeholders, analysis of promotional materials, and examination of market trends, this research seeks to uncover the intricate mechanisms behind Dutch Bangla Bank PLC, Agent Banking industry’s promotional strategy. Key findings reveal the multi-faceted approach adopted by Dutch Bangla Bank PLC, Agent Banking industry, including a mix of traditional and digital Banking, Financing, strategic partnerships, and innovative campaigns tailored to local preferences. Moreover, the study identifies the role of branding, pricing strategies, and customer engagement initiatives in shaping Dutch Bangla Bank, Agent Banking Industry's promotional endeavors. The implications of this research extend beyond Dutch Bangla Bank PLC, Agent banking industry to offer insights for practitioners and scholars interested in understanding the dynamics of promotional strategies within emerging markets. By dissecting the promotional tactics of a leading financial company in Bangladesh, this thesis contributes to a deeper understanding of financial strategies in the context of rapidly evolving industries and markets. Data were collected from primary and secondary sources, including surveys, interviews, published reports, and relevant literature. Various analytical tools and techniques were used to interpret the data and derive meaningful insights. The findings reveal that the research area plays a significant role in improving efficiency, accessibility, and overall performance, although several operational and structural challenges remain.