Product Line Extension

This report conveys our analysis and findings of the marketing research project that was conducted on Product Line Extension of Southeast Bank Limited. The various requirements for conducting the research as briefed in the lecture was exclusively followed while performing the research analysis and writing the report.

Southeast Bank has not been able to increase its market share sufficiently and we believed that its limited product offerings was the primary reason for its low market share. In addition we believed that opening new bank branches outside Dhaka would also enhance the bank's market share. We therefore performed in-depth research to test the validity of our assumptions.

We conducted exploratory research through having discussions with Southeast Bank branch mangers and some employees in the corporate office which give us hints as to what additional products the bank can offering under its existing capacity. Then we prepared a questionnaire and surveyed among 100 respondents to find out what the respondents think about the problem.

We followed standard editing and coding methods for the data collected and then applied SPSS for running multiple regression, ANOVA (both t-test and f-test), and also performed internal reliability analysis. The test results showed that the independent variables product line and bank branches were significant in explaining change in dependent variable market share which in other words meant that our hypothesis was proved to be accurate.

In effect we recommended the Southeast Bank to extend its product line and introduce branches outside Dhaka, along with training employees for the new products as well as improving customer service quality.

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