Critical assessment on TERM PAPER

In my term paper on Assessing Business Strategy of BRAC Bank Limited, all the relevant
contents and required basics for crafting and executing a company’s strategy is evaluated in
detail as much as possible. At the beginning of the report a brief summary is given to
conceptualize how the overall report is developed. To start the term paper I made the
framework first, that is Objectives. I tried to strongly follow the course contents and valuable
insights of our respected course instructor Prof. Dr. A. K. M. Saiful Majid for evaluating the
necessary details required for crafting and executing a company’s business strategy. Also the
attributes of the book “Crafting & Executing Strategy by McGRAW-HILL” are maintained with
the latest developments in the theory real life practice of strategic management. I believe all the
basic concepts and relevant topics are covered in the objective of my term paper which was
segmented into two parts: broad & specific to make it more clear. But in Methodology part,
some limitations exist which was due to the recent pandemic situation. Insight data couldn’t be
collected and expert ideas and thoughts of senior officials couldn’t be captured that much as
planned and expected. Although I tried my level best to make the evaluation as informative as
possible with the information I could collected.

A summary describing each chapter’s coverage extension is mentioned below:

Chapter 1 serves as a brief, general introduction to our report topic focusing on broad objective,
specific objective, methodology and limitations.

Chapter 2 provides a brief idea about banking industry scenario in Bangladesh and BRAC
Bank’s overall background including its history, its affiliates etc.

Chapter 3 provides a complete overview of BRAC Bank analyzing its Vision, Mission, Values
and Objectives to pinpoint the effectiveness and shortcomings of its overall strategic plan and
find a layout of its competitive strategy.
Chapter 4 provides a strategic analysis of BRAC Bank’s business process, its generic strategies
and competitive strategies and how tightly all these strategies coordinate to achieve company
wise performance target.

Chapter 5 introduces one of the most important tools for company evaluation using situational
analysis, exemplified by Michael Porter’s five forces model of competition and the resource-
based view, PESTEL analysis and SWOT analysis.

Chapter 6 outlays chapter 8 of McGRAW-HILL’s book that is the diversification areas of

BRAC Bank limited; existing diversification and further possible scope for diversification.

Chapter 7 provides a broad evaluation of the company describing its Ethics & CSR activities,
Leadership and Employee Development and the most important tools for understanding its
market position that is Strategic Group analysis and also the Balance scorecard to understand
how its strategies are aligned to achieve its performance target.

Chapter 8 is the conclusion of this whole report.

Important Tools/ Techniques of the Course:

As this course is based on the fundamental of Crafting & Executing of a Company’s Strategy,
below three topics seemed to me more important to make a framework or craft a company’s
strategy and evaluate how strongly those strategies are followed to achieve its goal that
execution of the strategy:

1. Company’s Vision, Mission, Values and Objective analysis covered in chapter 3

2. Company’s Situation Analysis covered in chapter 5
3. Company Evaluation covered in chapter 7

Vision, Mission, Values and Objective part covers the crafting framework of a company’s
strategies, a guideline for how to proceed to achieve its operational goal and performance
target.

Situation analysis covers the assessment of company’s external and internal strength and
weakness to remain competitive and sustainable in the relevant industry. Mostly three analysis
are covered there: PESTEL analysis, Porter’s five force model analysis and SWOT analysis. All
those need to strongly demonstrate the overall situation of the organization amongst its
competitors and also should point out clearly further possible areas of improvements.

The third important tool is Company Evaluation which outlays the Ethics & CSR activities of a
particular company, Leadership & Employee Development, Strategic Mapping and Balanced
Scorecard. This part should make a clear view of company’s position and way of activities to
remain strong and competitive in the industry, in Leadership & Employee Development part,
how to strengthen its human resource. Strategic mapping shows the position of a particular
company amongst its competitors and also the performance areas where it focuses more. And
Balance Scorecard evaluates how strongly its strategic objectives are aligned with its financial
objectives to achieve target.

Although I tried to capture all the relevant as informative as possible in this term paper, It is
compulsory that more and more further assessment of any work reveals some improvement
areas always. Here in my further assessment I identified the Diversification sector for further
improvement which is the chapter 6 in my term paper. I accordingly made the improvement in
this sector which is attached in the below revised term paper segment.