Comparative analysis of bKash Limited

Abstract

bKash Limited is a joint venture between BRAC BANK Limited, Bangladesh, and Money in Motion LLC, USA. The ultimate objective of bKash is to ensure access to a broader range of financial services for the people of Bangladesh. It has a special focus to serve the low income masses of the country to achieve broader financial inclusion by providing services that are convenient, affordable and reliable. (bKash, 2013) This report mainly focuses on the mobile financing industry as a whole and bKash place in this competitive industry. Through the report I have tried to do a comparison between bKash and DBBL Mobile Banking and find out the competitive advantages of each of the company. In the end, I have suggested some recommendation that bKash can implement to maintain their competitive advantage be a market leader in the industry. The report is containing a comparison between bkash and DBBL Mobile Banking in terms of their branding. There the comparison based on visibility level, area covered by the company and other branding issue. The report also portrays the industry through Porters’ Five forces model. The state of the industry is best portrayed through the model. The threat of new entrants is low due to the shortage in spectrum and bargaining power of suppliers is also low. If one studies the comparative analysis of the market, it can be seen that bkash has already built brand equity among its customer. Thus far, it has been able to hold on to its leadership without doing much.