Thesis (Master of Business Administration)

Permanent URI for this collectionhttps://hdl.handle.net/10361/28434

Browse

Now showing 1 - 20 of 29

Brand positioning and consumer perception: a study of Pathao vs. Uber
(BRAC University, 2025-05) Shah, Aqib Hossain; Islam, Mohammad Shahidul; BRAC Business School
This case study discusses the brand positioning strategies of Pathao and Uber, two leading ride-sharing service providers operating in Bangladesh’s rapidly growing urban transport market. Pathao, a local startup founded in 2015, and Uber, a global technology company that entered Bangladesh in 2016, have played an influential role in transforming mobility access, especially among the youth population in cities like Dhaka and Chattogram. The intended research of the current study focuses on assessing how both companies have positioned their brands to appeal to the urban population, analyzing the perception of consumers regarding their services, and evaluating the impact of pricing, safety, and marketing communication strategies on user trust and brand loyalty.
Open Access
Women’s participation in leadership roles in Bangladesh
(BRAC University, 2025-06) Chowdhury, Ruhana Sultan; Andalib, Tarnima Warda; BRAC Business School
This research examines the involvement of women in leadership positions within Bangladesh. It identifies the primary barriers and encouraging factors, as well as approaches that companies can adopt to elevate more women into higher management positions. Despite progress in achieving gender equality, women continue to be underrepresented in leadership roles due to various cultural, social, and organizational issues. This research examines the impact of unjust human resource policies and workplace culture on the professional advancement of women, utilizing in-depth qualitative analysis as well as quantitative data. The data suggests that to support more women in achieving leadership, we must focus on policy changes, superior mentoring opportunities, and flexible employment arrangements. The study ends with suggestions for companies and decision-makers to create a fair and inclusive workplace.
Open Access
The influence of financial literacy on investment patterns among young adults in Bangladesh
(BRAC University, 2024-12) Rabbi, Sheikh Hasib Reza; Siddiqui, Sayla Sowat; BRAC Business School
This thesis studies the impact of financial literacy on investment behavior of young adults in Bangladesh. It adopts a mixed-method approach, gathering primary data through a survey of young adults (18–32 years old) who live in urban and semi-urban areas in Bangladesh. The survey examined finances, investment desires, risk tolerance and confidence in decision-making. Some secondary data from academic literature and reports are also used for better understanding of investment behavior. The findings suggest that while financial literacy improves confidence in financial decision-making, it does not eliminate the preference for lower-risk investments such as gold and fixed deposits. They showed that financial education programs led to a great increased among individuals for making better decisions financially. The study recommends adding financial literacy to education curriculum and provide more educational opportunities to provide better diversified investments that can potentially lead to better financial independence and economic growth of young adults.
Open Access
Brand positioning and consumer perception: a study of Grameenphone
(BRAC University, 2024-11) Rahman, Sheikh Maherajur; Islam, Mohammad Shahidul; Rubel, Mohammad Rabiul Basher; BRAC Business School
This case study will discuss the Brand positioning strategy of Grameenphone and overall consumer perception about this telecom service provider of Bangladesh which giving serivce from July 1997. Grameenphone is a conventional subsidiary of Telenor and Grameen Telecom Corporation. They have had a very important role in the development of Mobile access all over the country. The intended research of the current study will focus on making an assessment of the brand positioning strategy implemented by Grameenphone, gathering and analyzing consumers’ perception on the product, and trying to measure the impact of marketing communication on the consumers’ perception of the brand. The paper exploring the role of Corporate Social Responsibility in the context of brand development and offers insights into the prospects for repositioning and possible difficulties. The study uses a survey research approach where the author gathered survey information from customers or users of Grameenphone over the years. With this survey, it is possible to determine the effectiveness of the difference strategies that have been implemented and analyze factors that may influence consumer perception compared to other telecom brands in Bangladesh. Successful Marketing practices of Grameenphone are employed as a way to explain how such marketing utilization has solidified the companys branding strategies. The research seeks to analyze the impact of Grameenphone’s CSR activities on trust and loyalty and how well they are communicated to their customers as well as future customers. Lastly, the report covers the potential obstacles of Grameenphone in the process of rebranding in the evolving telecom sector and presents strategies for overcoming them.These findings can provide some valuable information regarding the process of brand positioning, customers’ perception, and strategic branding management for telecommunication business among the marketers, brand managers, and other stakeholders in the industry.
Open Access
Investigating the barriers to accessing formal financial services among rural women in Bangladesh: a quantitative approach
(BRAC University, 2024-07) Paul, Sajib; Rahman, Mohammad Mohibur; BRAC Business School
Rural women in Bangladesh encounter significant obstacles in accessing institutional or formal financial services such as banking, microfinance, mobile financial services, and insurance. In the existing literature, there is a gap in understanding the quantitative dimensions of these barriers regarding rural Bangladeshi women. Therefore, the objective is to find out these prominent obstacles and how to overcome those with solutions. The study was carried out using quantitative research. Through a questionnaire survey, data was collected from out of 50 rural women in Bangladesh. This study also used a survey data analysis in terms of p-value less than 0.05 to find out the significance of test statistics in statistical interpretation. To gather information, well-structured questionnaires were prepared especially on demographics, financial behavior, and perceived barriers. Before finalizing the questionnaire, we conducted in-depth interviews with the stakeholders; including representatives of government agencies, financial institutions, NGOs, and community leaders to gain insights and refine the research hypotheses. Analyses of the survey data by using SPSS analyzed by multiple regression techniques to find out significant important barriers to accessing financial services. The statistical analysis predicted different potential obstacles to their financial service access and came out with a report of all the survey constraints. The study results guided rational decision-making to empower rural women and pave the way to create awareness and formulate regional outstanding realistic measures to remove the prominent barriers. The study findings have greater potential for ensuring economic empowerment and raising the level of financial inclusion and standard of life of rural women in Bangladesh.
Open Access
How product availability influence consumers while buying ice cream
(BRAC University, 2020-01) Chowdhury, Abu Sadat; Al-Din, Zaheed Hosein Mohammad; BRAC Business School
In this study, my focus is to find out the factors that have a significant influence on the buying pattern of Ice Cream. This study mostly considered Ice Cream products that usually consume by students such as Stick Ice Cream or Cone Ice Cream. Based on my findings availability is the most significant factor that influences consumers to have Ice Cream. That is why I have developed my research title “How Product Availability Influence Consumers While Buying Ice Cream”. For this research, I have conducted exploratory research where I have found six factors that influence the buying pattern of Ice Cream. The influencing factors that I have considered are Flavor, Quality, Price, Availability, Appearance and Advertisement. For the conclusive research, I have set a sample size of 100 respondents who were mainly third year or final year students. Then I developed a questionnaire and collected data from the students of East West University and then after filtering that 100 responses I get 89 genuine responses than from there I have collected 80 responses randomly for my research. I used Microsoft Excel and SPSS, and with the help of these two instruments I find out the value of Cronbach’s Alpha, p-value and beta value using five-point Likert scale. Where I find that the internal consistency between the independent variables with the dependent variable is (.5322) which is 53.22%. Lastly, with the help of these values, I was able to find out that Flavor has a positive influence on buying Ice Cream but the results showed that it has a positive but insignificant influence on buying Ice Cream. After all other factors Quality, Price, Availability, Appearance, and Advertisement have a significant influence on the buying of Ice Cream. However, other than Availability all the factors have a positive influence on the buying pattern of Ice Cream. Finally, future research directions are presented in this study.
Open Access
Employee job satisfaction at Bangladesh Bank: an analysis of workplace dynamics and policy impacts
(BRAC University, 2024-09) Mehsan, Sadee Saqlain; Mazumder, Md. Arif Hossain; Hoque, Mohammad Abdul; BRAC Business School
Employees are the major drivers of an organization's performance in today's competitive world, making them critical to its success. In this study, Impact of HR Policy changes are investigated in relation to job satisfaction at Bangladesh Bank's headquarters in Motijheel, Dhaka. The goal is to understand the impact that these changes have on employees' overall satisfaction, emphasizing how important it is to prioritize employees' well-being in order to increase organizational performance. The goals of this study are to investigate recent changes to Bangladesh Bank's human resource policy and their influence on employee satisfaction. It looks for both factors that may promote job satisfaction and those that influence it. To collect data on job satisfaction from primary and secondary sources, the study used a Likert scale-based questionnaire. Because the study was qualitative, the analysis was conducted using Microsoft Word and Excel. Obstacles included the three-month internship's short duration and bank workers' reluctance to disclose complete information due to confidentiality concerns. Because of confidentiality limitations, bank personnel at Bangladesh Bank are frequently hesitant to disclose complete organizational information. This made in-depth study challenging, especially given the three-month duration of the internship. Employees within the organization expressed satisfaction with their peers, citing a positive and supportive work environment. On the other hand, complaints concerning recent policy changes were filed. Workers remained objective while expressing opposing views on salary, perks, and the promotion process. Furthermore, there is a desire for a more politically neutral organization, increased job stability, and additional benefits such as childcare and medical insurance.
Open Access
Brand positioning and consumer perception:a study of Grameenphone
(BRAC University, 2024-11) Rahman, Sheikh Maherajur; Islam, Mohammad Shahidul; Rubel, Mohammad Rabiul Basher; BRAC Business School
This case study will discuss the Brand positioning strategy of Grameenphone and overall consumer perception about this telecom service provider of Bangladesh which giving serivce from July 1997. Grameenphone is a conventional subsidiary of Telenor and Grameen Telecom Corporation. They have had a very important role in the development of Mobile access all over the country. The intended research of the current study will focus on making an assessment of the brand positioning strategy implemented by Grameenphone, gathering and analyzing consumers’ perception on the product, and trying to measure the impact of marketing communication on the consumers’ perception of the brand. The paper exploring the role of Corporate Social Responsibility in the context of brand development and offers insights into the prospects for repositioning and possible difficulties. The study uses a survey research approach where the author gathered survey information from customers or users of Grameenphone over the years. With this survey, it is possible to determine the effectiveness of the difference strategies that have been implemented and analyze factors that may influence consumer perception compared to other telecom brands in Bangladesh. Successful Marketing practices of Grameenphone are employed as a way to explain how such marketing utilization has solidified the companys branding strategies. The research seeks to analyze the impact of Grameenphone’s CSR activities on trust and loyalty and how well they are communicated to their customers as well as future customers. Lastly, the report covers the potential obstacles of Grameenphone in the process of rebranding in the evolving telecom sector and presents strategies for overcoming them.These findings can provide some valuable information regarding the process of brand positioning, customers’ perception, and strategic branding management for telecommunication business among the marketers, brand managers, and other stakeholders in the industry.
Open Access
USA retirement 401(K) retirement plan process by Datapath
(BRAC University, 2024-09) Reyad, Saidul Islam; Siddiqui,Sayla Sowat; BRAC Business School
This research discusses the process of the USA 401(k) pension program, as well as the function performed by Datapath, a local firm that supports and facilitates the administration of these programs. Datapath is a Bangladesh-based outsourcing Company. Datapath is a BPO firm that works for a USA-based Mother firm that has many TPA entities, of which we are one. It created a "retirement plan" and performed all the required computations and records for the retirement plan. Datapath creates 401k plans for its clients following the rules and regulation of (Internal Revenue Service IRS) which is a governing revenue body of USA. Retirement plan allows an employee to make a saving from salary and invest it stock, assets, or any financial market with tax free with that amount. Furthermore, the plan's investment gains are tax-deferred, allowing assets to increase over the years without facing immediate tax liabilities. This study discussed all the process of plan processing, SWOT analysis, and concluded with Challenges, Recommendation, and conclusions.
Open Access
Impact of financial strategy on firm performance “Cement Industry Bangladesh”
(BRAC University, 2024-07) Ahmed, Md Rajib; Hossain, Saad Md Maroof; BRAC Business School
Open Access
The impact of talent management practices on employee turnover intentions in Rooppur Nuclear Power Plant Project: a case study on The Civil Engineers Ltd.
(BRAC University, 2024-10) Islam, Md. Tarikul; Rubel, Mohammad Rabiul Basher; BRAC Business School
The aim of this study is to explore the relationship between Talent Management (TM) practices and Employee Turnover intentions at The Civil Engineers Ltd., a Bangladeshi company engaged in construction in the Rooppur Nuclear Power Plant project. It focuses on examining how TM plays a crucial role in retaining employees in the construction industry. The research outlines essential TM components, which include talent acquisition practices, training and development, performance and career management, and recognition and rewards. Drawing insights from theories like Human Capital Theory, Resource-Based View (RBV) Theory, Social Exchange Theory (SET), few hypotheses developed that relate TM practices to lower turnover intentions. An employee survey is used as the primary method of data collection, and SPSS is utilized for analysis of data. The findings highlight the significance of TM practices in reducing employee intentions to leave, offering valuable information for enhancing employee retention.
Open Access
Evaluating challenges in project management and implementing effective solutions in Bangladesh
(BRAC University, 2023-08) Hredoy, Mehedy Hasan; Chowdhury, Md. Hasan Maksud; BRAC Business School
This research identifies, analyses and, and proposes solutions to Bangladesh's project management difficulties. Project management is improved by the thesis's findings and recommendations. A literature review, interviews, surveys, and case studies, and qualitative and quantitative data analysis are used in the study. Inadequate infrastructure, resource restrictions, political instability, cultural diversity, and insufficient communication are prevalent project management issues in Bangladesh, according to the research. The thesis provides a variety of viable answers and ways to tackle the highlighted issues through in-depth examination. Project planning and scheduling, risk management, stakeholder engagement, procurement and contract management, and project team capacity building are covered by these solutions. The thesis also applies international project management norms to Bangladesh. It stresses the significance of adapting these practices to the country's socio-cultural, economic, and political context. Case studies and success stories from Bangladeshi national and international programs support the proposed solutions. The thesis underlines the importance of collaboration and knowledge sharing among project management professionals, government organizations, academia, and key stakeholders to build a culture of continual development and learning in the area. Project managers, government agencies, non-governmental organizations, and other entities involved in project implementation in Bangladesh should consider this research's conclusions. The recommended solutions offer practical advice to improve project management and help the country's projects succeed. In conclusions, this thesis evaluates project management issues in Bangladesh and recommends efficient solutions. This research attempts to improve project results, efficiency, and success rates in Bangladesh's project management landscape by providing actionable advice. Project management professionals, researchers, and legislators should find this study's findings and recommendations useful.
Open Access
The impact of artificial intelligence on the financial sector
(BRAC University, 2024-02) Siddiqui, Ria; Chowdhury, Suman Paul; Debnath, Nitai Chandra; BRAC Business School
This thesis examines the profound influence of artificial intelligence (AI) on the financial sector, analyzing its many effects on operations, risk management, and client experiences. By examining the incorporation of machine learning algorithms, natural language processing, and robotic process automation, the substantial improvements in efficiency and reductions in costs that artificial intelligence (AI) provides to financial institutions was revealed. Moreover, the study explores the consequences of artificial intelligence (AI) in improving fraud detection procedures and reducing operational risks, thereby strengthening the sector's ability to withstand challenges. Nevertheless, the study also acknowledges the risks related to data privacy, ethical considerations, and the possibility of employment displacement, emphasizing the necessity for strong regulatory frameworks. This research enhances our understanding of the potential and challenges that arise from the increasing use of AI in financial services.
Open Access
CRM software in customer retention and customer loyalty in a B2B sewing thread company in Bangladesh
(BRAC University, 2022-11) Debi, Debosmita Roy; Sultan, Parves; BRAC Business School
Sewing thread is an indispensable part of a garment. The garment industry has a great contribution to the socioeconomic development of Bangladesh. The benefit of a strong backward linkage has led to an increase in the demand for a local provider of garment accessories, which is unquestionably expanding the market and enhancing the opportunities. Customer relationship management has evolved to be a significant factor in raising the position of the industry by retaining customers and sustaining this demand. CRM software is also included in state-of-the-art development. Therefore, the purpose of this study is to explore the advantages and potential of CRM software in terms of customer retention and loyalty in the sewing thread business. The sources of data include information from a company's data management system and formal interviews with professionals from sales, marketing, and customer support. The study has found that the sewing thread industry use data management technologies for order placing, order tracking, and sales report generation and they forecast their buyers’ and customers’ activities through buyer visits and in-person phone calls. Due to the fact that the communication outcome, shared documents, etc. with the buyer and customer are not integrated into a specific system, they have to constantly face problems in the buyer or customer forecasting and they try to solve them in their own way.
Challenges faced by Bangladesh in opening LC amid dollar crisis and policy recommendations for overcoming them
(Brac University, 2023-07) Kar, Srijoni; Ahmed, Salehuddin; BRAC Business School
From the middle of 2022, Bangladesh is facing a shortage of US dollar. Also, Bangladesh’s businesses are finding it difficult to open letters of credit (LCs) owing to banks' inability to provide the American greenback needed to finance imports and the central bank's restriction on non-essential imports. The stress seems to be intensifying with each passing day. It is breaking our supply chain and the production for domestic and the export-oriented market is being hampered. The findings of the present study show what are the challenges that are being faced by the businesses. Also, I will add some policy as recommendations for overcoming the challenges that are faced by many businesses.
Open Access
Impact of microfinance on emerging economies' economic growth and poverty reduction
(BRAC University, 2023-06) Alam, Md. Kausar; BRAC Business School
This essay will look at how microfinance affects both economic development and the reduction of poverty. The use of microfinance to provide the impoverished with new opportunities for business has gained favor as a means of decreasing poverty. Additionally, it works to promote empowerment, particularly among women, while building social capital in underprivileged communities. This study demonstrates how microfinance can play a significant role in a successful strategy for reducing poverty, particularly in rural areas. This study was produced using descriptive analysis and is based on secondary data. Microcredit can undoubtedly be regarded as a successful technique for reducing poverty in developing countries like Bangladesh after a thorough analysis of the data and information acquired. Future research and study are required in order to be more confident about the extent to which and the manner in which microcredit genuinely reduces poverty.
Open Access
Analysis of general banking system of Eastern Bank PLC
(BRAC University, 2023-09) Shovon, Ashik Ferdous; BRAC Business School
This is an internship report based on my work at Eastern Bank PLC, a well-known firm where I have been working since 2021. This report is required for my MBA program at BRAC University. This report examines Eastern Bank PLC's Retail and SME Banking services in detail. The report goes into detail on the bank's strategies, operational processes, client involvement, and overall performance. This report is divided into chapters that include various analyses, product, and service relevance, and generally show an in-depth examination. The overview of internships section introduces the concept, structure, and approach of the internship report. This section provides a high-level overview of the report's scope, limitations, and purpose. In the organizational part, I show a detailed review of the company processes and provide an overview of Eastern Bank PLC. This chapter goes into detail regarding the organization's structure, mission vision, and retail and SME banking products. I've been working here for 1.8 months and have encountered several troubles with Eastern Bank PLC's retail and SME banking. So, this project section reveals some of the obstacles in carrying out retail and SME banking activities. It investigates the bank's retail finance strategy, evaluating its offerings, risk management processes, and client satisfaction. Furthermore, this study evaluates the bank's SME banking initiatives, such as product portfolio, promotion, and impact on small and medium-sized businesses. The report provides significant insights into EBL's successes and areas for possible improvement within its Retail and SME Banking divisions by assessing these elements. In the recommendation and conclusion sections, I trying to demonstrate some of the proposals regarding limitations in retail and SME banking. Finally, I provided my report's conclusion and references.
Open Access
Strategic Human Resource Management (SHRM) and competitive global competition
(BRAC University, 2022-08) Mostafa, Shumana; Chowdhury, Suman Paul; BRAC Business School
The present study is currently investigating the competitive strategy of HRM. And recently many studies have shown that a company with Performance is high when strategic human resource management is used (SHRM). It actually describes the effect of the competition on the organization mainly. Globally the strategy is changing. So, the comparison of the relationship between strategic human resource management and the environment is the major focus of this essay. The purpose of this essay is to provide a comprehensive study of the literature on the subject of staff diversity in strategic human resource management (SHRM). Also, the study's goal was to investigate how institutional strategies and HRM can be combined by looking at strategic HRM practices. This conceptual analysis's goal is to spot flaws in earlier research and unresolved problems that can inspire more studies in this area.
Open Access
Internship report on Nova Accessories Industries Ltd.
(BRAC University, 2021-12) Akand, Al Amin; Islam, Dr. Ekramul; BRAC Business School
Nova Accessories Industries Ltd. is an established their business at 2012. They have only one managing director and two directors. As like other organization their customer is their first priority. They are mainly import the board and paper items from various countries by their suppliers and sell it to the local market. Till 2021, they have almost 500 buyers and a lot of suppliers. The main strength of this organization is their directors who have both financial and political power. Their main weakness is their lazy workers who did not do their work appropriately. As they are doing well, they can search for new investors so that they can increase their capital. Their main threat is its suppliers like, if the supplier will not deliver the product int he pick time, they will face huge loses. As they are almost new in the market, they have many threats like, if other organization will come and snatch their customers they might face loses as well as they have many rivals who will try to hamper their business. If the pharmaceuticals company will find an alternative to make medicine packet by other paper that time, they will be facing many problems. In any business the customer is the king so they will always try to give the highest service to their customers and also, they need good suppliers who will not betray them otherwise they will be facing many difficulties. As like other organization they have many problems like, non-experience workers, bad suppliers, lack of communication and clear instructions, lack of monitoring system, lack of motivation of the employees etc. If they what to enhance their profit margin they have to solve all their problems by giving proper solutions. Lastly, they are focusing on only one specific business but if they will use those capital in some other businesses as well as they can easily enhance their profit margin which is necessary as well.
Open Access
Impacts of Russia-Ukraine conflict on exchange rate In the Gambia
(BRAC University, 2023-01) Demba, Lamin FS; Alam, Dr. Md. Kausar; BRAC Business School
The Gambia is one of the least developed countries in sub-Sahara Africa that has experience sharp volatility in exchange rate of Gambian Dalasi against US Dollar in awake of Russia-Ukraine conflict. The Gambia has experience sharp shift in exchange rate since the conflict broke out due to the sanctions meted on Russia by US and her allies. The study found out that global supply chain disruption has further strained Gambian dalasi. This study examines the impact of Russia-Ukraine Conflict on Gambian Dalasi-US Dollar exchange rate. The study employed a timeline analysis to cover the major events that preceded and occurred during the conflict. This necessitated the use of scholarly and media reports in order to provide an analysis of the events and their implications on Gambia’s exchange rate. The study takes into account the dalasi exchange rate 120 days before and 240 days after the start of the Russian Ukraine war. The t test is used to analyze data. The Gambia must capitalize on its demographic advantage in order to strengthen its currency and self-sufficiency in energy, health, and food security. The study also provides a framework for the impact of the crisis on food policy, energy policy, exchange rate policy, and other macroeconomic policy, as well as the economic consequences such as dalasi depreciation and inflationary pressures in The Gambia. The study also shows how important investments in food policy and the energy sector for The Gambia

Browse

Recent Submissions