A Case Study on Retail Banking of BRAC Bank Limited: Department of Merchant Acquiring

Abstract

I worked at BRAC Bank Limited that period I gained a lot of practical and professional activity. This report based on my internship report for the BBA program. BRAC Bank's main object POS Machine and other products capture the market and go to leader position in Bangladesh. This report discusses the strategy of the Department Merchant Acquiring of BRAC Bank Limited.

Segmentation, Targeting and Positioning (STP) are the three major elements of a firm’s strategic marketing efforts. Organizations, in their endeavor to create a space for themselves in the market, may devise innovative products or services. BRAC Bank Limited chooses niche market segmentation to identify its potential customers.

The machine is available in three different models, T4230, IWL220, and IPS420. Promotions have done through social media, advertisements and Newspapers advertisements, and also through traditional online channels. The purpose of the report is to explore on why Merchants use a product like POS machine.