Table of Contents

PART A........................................................................................................................
1.

AMBank (M) BERHAD........................................................................................

2.

Bank Islam Malaysia Berhad (BIMB)..................................................................

3.

CIMB GROUP.....................................................................................................

4.

MALAYAN BANKING BERHAD (MAYBANK)..........................................................

5.

PUBLIC BANK BERHAD......................................................................................

6.

RHB Banking Group...........................................................................................

Analyze of mission statement:................................................................................

Evaluation of mission statement:............................................................................
Part B..........................................................................................................................
Five Forces Analysis (Public Bank)...........................................................................
Five Forces Analysis (CIMB).....................................................................................
Five Forces Analysis (Maybank).............................................................................
Part C........................................................................................................................
VRIO Framework (AmBank)...................................................................................
VRIO Framework Bank Islam (Bimb)......................................................................
VRIO Framework (RHB)..........................................................................................

PART A
Finance industry

1. AMBank (M) BERHAD

Overview: Established in August 1975, AmBank Group is one of the largest banking groups
in Malaysia. The Group comprises AMMB Holdings Berhad, a public listed company on the
Main Board of Bursa Malaysia, with subsidiaries offering a wide range of conventional and
Islamic financial products and services. Through its universal banking platform capabilities,
the Group caters to the needs of a broad spectrum of customer segments, for activities
relating to personal banking, business banking, investment banking, stock broking, funds
management, life and general insurance, and family takaful.
Vision: As Malaysias preferred diversified, internationally connected financial solutions
group, we take pride in growing your future with us.
Mission: To entrench our position as a premier financial services group providing innovative
products and services to our customers.

2. Bank Islam Malaysia Berhad (BIMB)

Overview: Established in 1983, is Malaysias maiden Shariah-based institution. Throughout
the year, Bank Islam has been embarking on a number of expansion programmers with its
involvement in, among others, notable transaction in Sukuk and Corporate Mandates.
Through a vast expanding network of 131 branches and more than 1000 self-service
terminals nationwide, Bank Islam parades a comprehensive list of more than 70 innovative
and sophisticated Islamic banking products and services, comparable to those offered by its
conventional counterparts.
Vision: To be a Global Leader in Islamic Banking
Global Leader is defined as being the ultimate guidance and source of reference for
innovative Shariah-based products and services.

Mission:
1.To continually develops and innovate universally accepted financial solutions in line with
Shariah Principles.
2. To provide a reasonable and sustainable return to shareholders.
1

3. To provide for a conducive working environment and to become an Employer of Choice

for top talents in the market.
4. To deliver comprehensive financial solutions of global standards using state-of the-art
technology.
5. To be a responsible and prudent corporate citizen

3. CIMB GROUP

Overview: CIMB Group Holdings Berhad is a Malaysia-based provider of banking products

and services, and financial services. The Company offers services, including consumer
banking, commercial banking, investment banking, Islamic banking and asset management
products and services. Its segments include Consumer Banking, Wholesale Banking,
Commercial Banking, Group Funding, and Group Asset Management & Investments
(GAMI). It is engaged in manufacturing and distributing both conventional and Shariahcompliant investment products in equities, fixed income, exchange-traded funds, money
markets and customized portfolio mandates to retail investors, high net worth individuals,
corporations and institutional funds, family offices, sovereign wealth funds and government
entities.
Vision: To be the leading ASEAN company
Mission: To provide universal banking services as a high performing, institutionalized and
integrated company located in ASEAN and key markets beyond and to champion the
acceleration of ASEAN integration and the regions links to the rest of the world.

4. MALAYAN BANKING BERHAD (MAYBANK)

Overview: Malayan Banking Berhad (Malayan Bank) is a Malaysia based banking and
financial services company. The group is principally engaged in providing banking services to
personal and business customers. The group offers a wide range of products and service including
Internet banking, investment banking, Islamic banking, offshore banking, leasing and
hire purchase, insurance, factoring, trustee services, asset management, stock broking, nominee
services, venture capital and commercial banking. The group markets its products and services through a
diversified network of more than 450 offices in 14 countries
Vision: To be a Regional Financial Service Leader
Mission: Humanizing Financial Services across Asia

5. PUBLIC BANK BERHAD

Overview: Public Bank Berhad is a publicly traded financial institution engaged in providing
a full range of financial products and services. The company was founded by Tan Sri Dato
Sri Dr. Teh Hong Piow in August 1966. It has its registered head office in Kuala Lumpur,
Malaysia. Public Bank offers products and services include personal and business banking,
and savings. The bank also offers loans including, mortgage, personal and business. In
addition, it offers other services like, ATMs, safe deposit box, bankers checks, travelers
checks, corporate lending, treasury and capital market operations, Islamic banking, and
investment banking. Public Bank is recognized as a market leader in consumer banking and
retail commercial lending to small and medium enterprises (SMEs) in Malaysia and the third
largest banking group in Malaysia by asset size. It has a branch network of 241 full service
branches in Malaysia.
Vision: To become a respectable premier retail banking group.
Mission: To sustain the position of being the most efficient, profitable and respected premier
financial institution in Malaysia.

6. RHB Banking Group

Overview: The fourth largest fully integrated financial service group in Malaysia. Our core
businesses are streamlined into seven Strategic Business Groups (SBGs): Retail Banking,
Business Banking, Group Transaction Banking, Corporate & Investment Banking, Islamic
Banking, Global Financing Banking, and Group Treasury.
Vision: To be a leading multinational financial services group
Mission: To become the most admired, innovative and profitable financial services company
in Malaysia with distribution capabilities in neighboring Asian countries.

Analyze of mission statement:

Element/
Company

Local
bank
AmBank
(M)
Berhad
BIMB
CIMB
Group
Malayan
Banking
Berhad
(Maybank
)
Public
Bank
Berhad
RHB
Banking
Group

Customer
s

Product
s
or
services

Market
s

Technolog
y

Concern
for
survival,
growth
and
profitabilit
y

Philosoph
y

Concern
for
public
image

Concer
n for
employ
ee

total

6
3

Selfconcep
t

Evaluation of mission statement:

Bank
AmBank
(M)
Berhad

BIMB

CIMB
Group

Comment

Bank

Poor mission statement

Reason:
Do well on focusing on customers,
products or services, considering
profit and focus on position in
industry.
Need to focus on target market,
technology use, company values,
identify major competitor and
increase public image.

Malayan
Banking
Berhad
(Maybank)

Public
Bank
Berhad

Good mission statement

Reason:
Clearly define of company products
or services, targeting market,
commitment on profitability, firm
values and considering of public
image.
Miss out the importance of customer
preference, apply of current
technology, differentiate from
competitor and concern on
employees.
Poor mission statement
Reason:
Mainly focusing on products or
services offer, company position in
industry and main focus on expansion
of market.
Mission need to include the
customers demand, target
geographical area, technology use,
improve on profitability, built firm
values, determine competitor,
concern for public image and
employees reward.

RHB
Banking
Group

Comment

Poor mission statement

Reason:
Reflect the mission on provide good
products or services and market
expansion across Asia.
Insufficient on applying developing
technologies, profitability, company
values, major competitors,
responsibility towards community
and employees encouragement.

Poor mission statement

Reason:
Provide clear mission only on
increase efficient of service,
commitment on profitability and
company position in industry.
Lack of priority on applying
developing on product,
technologies, company values,
major competitors, responsibility
towards community and employees
encouragement.
Poor mission statement
Reason:
Concentrate on firms products or
services, expansion of market and
profitability.
Need to focus more on customers
demand, use on current technology
in improving firm performance,
build values, identify major
competitors, corporate social
responsibility and offer reward to
employees.

Part B
Five Forces Analysis (Public Bank)
The model of the Five Competitive Forces was developed by Michael E. Porter that becomes
an important tool for analysing an organizations industry structure in strategic processes. This
model is applicable to the banking industry. Public Bank do compete with the other financial
institution in Malaysia, however they also must cooperate with one another in many respects.
Rivalry among competitors

High rivalry among competitor

Generally all banks offer somewhat the same products and services to their customers,
thus there is not much differentiation between Public Banks and the other competitors.
This is making the competition much higher. When rivalry competition is high,
advertising and price wars can ensue, which can hurt a business's bottom line. Rivalry is
quantitatively measured by the Concentration Ratio (CR), which is the percentage of
market share owned by the four largest firms in an industry. Public Bank has the highest
market share for the private sector unit trust business, thus having a larger customer base.
Besides that, Public Bank is actually ranked as the top banks earners in Malaysia in 2009
alongside with Bank Islam, Maybank, CIMB Bank, RHB Bank and AmBank.
Threats of new entrants

Low threats of new entrants

Malaysia has not put a barrier to entry for any financial institution manly banks in
Malaysia, making it easy for any financial institution to penetrate into the industry. The
easier it is for a competitor to join the marketplace, the greater the risk of a business's
market share being depleted. The banking industry in our country is still in its growth
stage. So the threat of potential New Entrants is quite high. Besides that, Malaysia had
definitely have been more economically stable and improving, thus financial institution
such as Public Bank are needed to aid the overall development of the country to ensure
still compete with others banks.

Threat of substitute product

Moderate threat of substitute product

7

For the most part there is no real threat of substitute products in the banking industry.
However there probably will be continues evolution of products from paper to electronic
in coming years. This is an area of potential competition for whomever banks that choose
to use it in their services. There is a potential competition to whomever banks that choose
to upgrade their product and services to cater to their customers need. Maybank for
example

provide

customer

friendly

interface

through

their

website

www.maybank2u.com, and it became the most visited website in Malaysia. Besides

that, Bank Islam, Maybank, CIMB Bank, RHB Bank and AmBank are Public Banks
competitors and each is recognized for their performance. This will make the competition
even higher. Therefore, it is easy for any customer to switch to other banks with just a
click away, making the switching cost to be faster and cheaper, making it easy for the
customers to switch to Public Bank.
Bargaining power of suppliers

Low bargaining power of suppliers

Opportunity to Public Bank is government policy which encouraging borrowings, loans,
investment and consumption demand.
A bank has three suppliers of its product, money:
Its depositors
Depositors, has no bargaining power whatever in reality. If they make time deposits
the bank will set the price or interest rate it will pay.
The credit market
The credit market as a source of supply of the raw material, money, is open to all at all
time if they are qualified participants.
infinite.

The central bank

8

The source of supply can be argued to be

The Central bank is effectively the resource of last resort. Apparently, at least for the
moment, it will continue to supply liquidity to the banking system in virtually
unlimited quantities at very reasonable cost.
Bargaining power of buyers

Moderate bargaining power of buyers

This force looks at the power of the consumer to affect pricing and quality. Consumers
have power when there aren't many of them, but lots of sellers, as well as when it is easy
to switch from one business's products or services to another. Buying power is low when
consumers purchase products in small amounts and the seller's product are very different
from any of its competitors. In the banking industry, customer have has very limited
bargaining power. However the customers may option in changing to other banks that
they think is offering a better offer than Public Bank. Besides that, switching cost can
also be a threat for Public Bank as the customers can also easily switch to other financial
institution. Therefore, Public Bank must to upgrade their product and services to cater to
their customers need and still compete with others bank.

Five Forces Analysis (CIMB)

Rivalry among competitors

High rivalry among competitor

Rivalry among competing firms is usually the most powerful of the five competitive
forces. The strategies pursued by one firm can be successful only to the extent that they
provide competitive advantage over the strategies pursued by rival firms. For example,
CIMB faced the competitors also provide the same services to their customers. For
instance, CIMB introduces the CIMB Islamic and at the same time Public Bank also
provides the Islamic Banking to their customers. Because of this, customer will have the
options to choose which service they want to use. Besides that, the existing customers of
CIMB may also turn their back from CIMB and choosing the rivals. Thereby, changes in
strategy by CIMB may be met with retaliatory countermoves, such as lowering prices,
enhancing quality of services, adding features to the existing services and increasing
promotional tools to attract customers.
9

Threats of new entrants

Low threats of new entrants

Whenever new firms can easily enter a particular industry, the intensity of
competitiveness among firms will increase. New Entrants are companies that are not
currently competing in an industry but have the capability to do so if they choose. The
banking industry in Malaysia is still in its growth stage. So the threat of potential New
Entrants is quite high. Usually the existing companies try to deter potential
competitors by setting certain entry barriers. Barriers to entry are factors that make it
costly for companies to enter an industry. Thus, CIMB also exist Threats of New
Entrants as these new banks sometimes enter the banking industry with higher quality
products, lower prices and substantial marketing resources. Therefore, CIMB has to
concentrate on the current and future market condition so that new entrants do not
penetrate the market and take the market share. With their strong position in market, it
directly develops trust on behalf of their current and potential customers to utilize the
services that are provided to by CIMB Group. Due to the nature of the banking
industry people are more willing to place their trust in big name, well known, major
banks who they consider to be trustworthy.
Threat of substitute product

Moderate threat of substitute product

In many industries, firms are in close competition with producers of substitute
products and services in other industries. Competitive pressures arising from
substitute products increase as the relative price of substitute products declines and as
consumers switching costs decrease. Substitute products are those of industries that
serve consumer needs in a way that is similar to those being served by the industry.
Therefore by offering a wide range or diversification of financial products and
services, covering corporate and investment banking, consumer banking, treasury,
insurance and asset management, CIMB Group have serve their customers throughout
the regions. Their diversification would lead to the increase in profits as well as
attracting potential investors. With the diversification of product and services,
customers would have more choices in what they want to invest their money in

10

Bargaining power of suppliers

Low bargaining power of suppliers

The Bargaining power of suppliers affects the intensity of competition in an industry,
especially when there is a large number of suppliers, when there are only a few good
substitute

products or

when the cost of switching the services is especially costly. Besides that, capital is the
primary resource on CIMB and there are four major suppliers of capital in the
industry which consist customer deposits, mortgages and loans, mortgage-based
securities and loans from other financial institutions. By utilizing these four major
suppliers, CIMB can be sure that they have the necessary resources required to service
their customers' borrowing needs while maintaining enough capital to meet
withdrawal expectations. The factor affecting bargaining power of supplier is interest
rate. CIMB Group interest rate can be considered as one of the banks that offered a
high interest rate towards its customer. With its base interest rate amount to 6.60%,
their customer would turn their back from CIMB and go to other banks that could
offer lower interest rate. Therefore, CIMB must reduce the interest rate to ensure still
compete with other financial institution.

Bargaining power of buyers

Moderate bargaining power of buyers

When customers are concentrated or large or buy the products services in volume,
their bargaining power represents a major force affecting the intensity of competition
in an industry. Rival firms may offer extended warranties or special services to gain
customer loyalty whenever the bargaining power of consumers is substantial.
Bargaining power of consumers also is higher when the products being purchased are
standard or undifferentiated. Therefore, CIMB must to try and convince customers to
switch to their bank they will often times lower the price of switching, though most
people still prefer to stick with their current bank. In order to compete with other
banks, CIMB must aware to the technological changes that may influence its
performance in the banking industry. Thus, CIMB had introduced their online banking
that can be accessed through CIMB Clicks. Besides transaction of money, their
customer also can experience the self service banking.
11

Five Forces Analysis (Maybank)

Rivalry among competitors

High rivalry among competitors

There have many rivals in the banking and financial sectors. Maybank used efficient
strategies to ensure its leadership position in the market among rivalries. Moreover,
due to the capabilities of other rival companies and little differentiation on product
offered by another banking companies. Thus rivalries among competitors in banking
sector are strong competitors. Therefore, Maybank must develop strategic plans to
confirm that they are permanently being the first choice of their customers in banking
industries. Nowadays, as we cross the mountain of financial crisis, a number of banks
went to liquidation.
Threats of new entrants

Low threats of new entrants

This force determines how easy it is to enter a particular industry. If an industry is
profitable and there are few barriers to enter, rivalry soon intensifies. When more
organizations compete for the same market share, profits start to fall. It is essential for
existing organizations to create high barriers to enter to deter new entrants. Maybank
has many threats from a large number of other markets consider to enter into banking
industry as a result of high profits that the specific kind of industry offers. But, due to
enter the banking industry requires high capital and tight financial regulation made a
difficult for a new company to enter the banking industry. Therefore, Maybank
received several or low threats from the market, they able to create high standards for
the competition. Strong branding images are used from Maybank, so the company
will not result in loss of customers.

Threat of substitute product

Moderate threat of substitute product

This force is especially threatening when buyers can easily find substitute products
with attractive prices or better quality and when buyers can switch from one product
12

or service to another with little cost. For example, if Maybank supply a unique
software product that automates an important process, people may substitute by doing
the process manually or by outsourcing it. Nowadays most of companies are compete
each others with technological development for reducing cost and high deliver
service, high performance, and high turnover. Technological developments may lead
to substitution of some of the services provided by the sector. Therefore, Maybank
introduced online banking that allows customers to deal with the bank at anywhere.
The customer only need to surf www.maybank2u.com and can deal any transaction in
that short period of time. Another significant threat that Maybank faces is that
competitors provide new products and services. This threat gives the opportunity to
the company to work hard as a result of being sustain to its position. Maybank
strategy focuses on the four different customers sections.
Bargaining power of suppliers

Low bargaining power of suppliers

This is how much pressure suppliers can place on a business. If one supplier has a
large enough impact to affect a company's margins and volumes, then it holds
substantial power. The power of the suppliers is largely based on the market, their power is
often considered to fluctuate between medium to high . This force focus on two important

points, the first one is the significant size and concentration of suppliers and the
second one the differentiation in the materials being supplied. Maybank use the
strategy of charging markets with different prices according to differences of the price
of each supplier. Maybank should have many suppliers to ensure they have a great
capital. Therefore, it is necessary to encourage more customer deposits, mortgages
and loans, mortgage-based securities and loans from other financial institutions. By
utilizing these four major suppliers, Maybank can be sure that they have the necessary
resources required to service their customers' borrowing needs while maintaining
enough capital to meet withdrawal expectations.

Bargaining power of buyers

Moderate bargaining power of buyers

Buyers have the power to demand lower price or higher product quality from industry
producers when their bargaining power is strong. Lower price means lower revenues

13

for the producer, while higher quality products usually raise production costs. Both
scenarios result in lower profits for producers. Therefore, the strong provider of
commercial banking services it is by no means the strongest provider overall.
Maybank must continue to attract top salespeople, in order to provide above industry
average customer service. Attracting to quality employees represents opportunities for
Maybank strengthen its customer service rating within the Malaysia banking industry.
If Maybank is able to consistently attract high performers who are well informed and
dedicated, buyers will difficulty to find same level of service elsewhere. In other
words, Maybank managed their customers as a result of allowing the company to gain
customer loyalty. The strategy that was used by Maybank allows them to have a
chance becoming a world leader in banking industry.

Part C
VRIO Framework (AmBank)
Resources
Loyal customer

V
/

R
X

14

I
X

O
/

Banking security

Product line

Online / mobile banking

R&D

Brand name

Corporate culture

Reward program

AMBANK VRIO ANALYSIS:

Valuable: AmBank Group has grown into one of the biggest financial institutions in the
country. While it seeks to continuously improve its services. AmBank Group has offices in
Malaysia and across the region, with services ranging from retail, small business,
commercial, wholesale banking, funds management, equity markets, general insurance, and
life insurance to family takaful. Besides that, AmBank Group as a vibrant and connected
workplace. The Group provides an open and honest work culture with easy access to senior
management, and practices knowledge sharing to enable quick development. It is create the
best corporate culture.
Rare: Ambank group get Award-Winning Bank. For example, Work for Bank of the Year
2013 (by the UK-based magazine The Banker), Asias Outstanding Company on Corporate
Governance (9th Corporate Governance Asia Recognition Awards 2013), Malaysias Most
Valuable Brands Top 30 in 2012. AmBank Group has received both national and
international recognition for ethical business principles applied to activities focused on
employees and customers. Therefore, Ambank has sustained competitive advantage by
having a straightforward and have good corporate culture in banking business in Malaysia.
Inimitable: Ambank group have International Links where they learn and grow within an
internationally connected Group. AmBank Group is a partner of one of Australias leading
banks, the Australia and New Zealand Banking Group (ANZ). This partnership has resulted
in the innovative offering of The AmBank-ANZ Get Set Solution, a service that enables
students who plan to study in Australia to open an ANZ Access Advantage student account
from Malaysia. The Group also has Insurance Australia Group (IAG) and MetLife as strategic
partners.
15

Organization: AmBank Group believes in giving back to the community. Chairman of

AmBank Group Tan Sri Azman Hashim is a strong advocate of employee participation in
CSR initiatives. The Group lends a hand to the underprivileged and supports the development
of youth, sports, culture and education through various activities under The AmKasih
Programme. Since 2009, the Group has pledged to allocate RM1mil every year for the
AmBank-MyKasih Community Programme which supports communities in 16 locations
nationwide.
Impact on Competitive Advantage: Realized Sustainable Competitive Advantage
Recommendation: AmBank must focused on how to get a loyal customers, improve banking
security, build a efficiency online banking and make many R & D to ensure AmBank still
compete with other Banking Business.

VRIO Framework Bank Islam (Bimb)

Resources
Loyal customer

V
/

R
X

I
X

O
/

Banking security

16

Corporate culture

R&D

Reward program

Brand name

Product line

Online / mobile banking

BIMB VRIO ANALYSIS:

Valuable: Having a strong local Islamic banking is an important asset for a company trying
to increase their size, sales, and market share. It is a great way to gain more revenues from
new and existing consumers. This is because, majorities Malaysian is Muslim and they more
preferred with Islamic banking that shariah compliance.
Rare: Bank Islam is the biggest Islamic Banking in Malaysia. Although, nowadays almost all
banks offer Islamic products but Bank Islam is the pioneer of Islamic banking in Malaysia.
Thus, the Bank Islam is very strong brand name in the community because they have
experience in the Islamic banking sector. Besides that, Bank Islam continuous effort to
improve its range of products, and services, the Bank has launched TAP Mobile Banking-i an
enhanced version of sms banking. TAP Mobile Banking-i uses an innovative chip technology
that displays a banking menu on users mobile phone.

Inimitable and Non-substitutable: In the short term, no competitors of Bank Islam could
gain such a large market in Malaysia Banking Industry. It would take significant time and
resources to accomplish this. As the first Islamic bank in Malaysia, Bank Islam has the
advantage of having a strong brand name and franchise that significantly differentiates it from
its competitors. To date, the bank is servicing about five million customers nationwide. The
17

bank has unwaveringly focused on constantly expanding and enhancing its portfolio of
Shariah compliant products and services to provide more choice and value to its customers.
Therefore, it is difficult to another banking business to inimitable the strategy that implement
by Bank Islam.
Organization: Bank Islam is successfully taking advantage of this capability. As quoted on
their website: "With 134 branches and more than 1,200 self-service terminals across the
country, it's clear that our passion for great Islamic banking, genuine service and community
connection transcends language and culture.
Impact on Competitive Advantage: Realized Sustainable Competitive Advantage
Recommendation: Bank Islam must focused on how to get a loyal customers, improve
banking security, build a corporate culture and make R & d to ensure Bank Islam is leader in
Islamic Banking.

VRIO Framework (RHB)

Resources
Reward program

V
/

R
X

I
X

O
/

Product line

Corporate culture

18

Online / mobile banking

Brand name

R&D

Banking security

Loyal customer

RHB VRIO ANALYSIS:

Valuable: RHB Bank the fourth largest fully integrated financial services group in
Malaysia, The RHB Banking Group provides financial products and services through its main
subsidiaries, RHB Bank Berhad, RHB Investment Bank Berhad, OSK Investment Bank
Berhad, RHB Insurance Berhad and RHB Islamic Bank Berhad, while its asset management
and unit trust businesses are undertaken by RHB Asset Management Sdn. Bhd. and RHB
Islamic International Asset Management Berhad. The RHB Banking Group became the first
domestic financial group in Malaysia to set up an Islamic banking subsidiary, known as RHB
Islamic Bank Berhad
Rare: RHB wins Best Card Loyalty Program Award at the Cards & Electronic Payments
International Asia Summit & Awards 2015, which recognizes the best in the banking &
finance industry. Over the past few years, mobile penetration has continued to gather speed
across the world, with Asia Pacific boasting some of the highest adoption rates in the world.
There is a drastic change in consumer behavior and how people are using their mobile
devices on-the-move, as part of increasingly busy lifestyles. Customers expectation about
their bank has also changed; they want to manage all their banking offerings on the go.
Inimitable and Non-Substitutable: The new RHB Lifestyle mobile app changes the way
customers manage and redeem their coupons and deals offered by the bank. Using this
innovative app, RHB customers can purchase coupons online and redeem them by scanning
the merchants QR code using their smartphone. RHB customers can also take advantage of
deals and privileges using the innovative augmented reality feature to locate nearby deals,
ATMs or RHB branches and share deals and coupons instantly via social media. App users
can also send and receive gifts between them. The app is available for all RHB bank

19

customers. The bank plans to add online coupon redemption and push notifications in its next
release and credit card redemption in the near future.
Organization: The RHB Banking Group is the fourth largest fully integrated financial
services group in Malaysia. The Groups core businesses are streamlined into three main
business pillars, namely Group Retail and Commercial Banking, Group International
Business and Group Corporate and Investment Banking. These businesses are offered
through its main subsidiaries, RHB Bank Berhad, RHB Investment Bank Berhad, RHB
Insurance Berhad and RHB Islamic Bank Berhad, while its asset management and unit trust
businesses are undertaken by RHB Asset Management Sdn. Bhd. and RHB Islamic
International Asset Management Berhad.
Impact on Competitive Advantage: Realized Temporary Competitive Advantage
Recommendation: RHB Bank must focus on how to build a corporate culture, improve
reward program, create mobile banking and make product line of RHB Bank efficiency and
effective.

20