Maybank: Analyzing Internal and External Operations for Market Value Determination in Business Management

Running Head: BUSINESS MANAGEMENT
BUSINESS MANAGEMENT
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1.0 Introduction
One of the leading banking groups in Malaysia, Maybank operates through the topmost
market sectors located in Indonesia, Singapore and Philippines. The aim of the paper is to
conduct a research analysis on the internal and external operations of Maybank for determining
the market value of the bank. The research focuses on some specific areas for precision and
clarity of presentation. Some of these areas include a brief outline of the company’s history and
background, market segmentation and customer demands, positioning strategy and value
proposition, company orientation and offered service ranges. Additionally, the paper aims at
identifying the factors that influence the level of competition and consumer behavior for arriving
at a holistic conclusion.
2.0 Company overview
Maybank is one of the largest banks in Southeast Asia through market capitalization and
excess total assets. The total assets of the organization exceeded US$165 billion and net profit of
US$2.93 billion computed in the year 2017. The organization holds international business with
2400 branches all around the globe, supported by 45000 employees. The different changes that
are undertaken by the bank in the financial and banking service offerings has helped the same in
maintaining the efficacy of the operations as per the needs of sustenance. The major aim of the
organization is to provide superior customer service as per the needs of the clients. Extensive
range of consumer services has helped the organization in maintaining the satisfaction level of
the clients.

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3.0 Market orientation and product ranges
The Maybank banking group specializes in offering a wide and comprehensive range of
services such as insurance trustee, offshore banking, internet banking, investment banking,
venture capital, stock broking, asset management and an array of insurance services. The traders
are entitled to flexible and exclusive settlement options while new customers are allowed to
enjoy interest free financing services for 10 days. Maybank’s travel insurance facilities is the
selected banking service chosen particularly for this assignment.
Maybank launched diverse range of services in order to maintain the efficiency of the operations
as per the needs of the customers. The organization designed the Takaful insurance products for
providing the customers with different packages relating to insurance. The Takaful arm of the
organization utilizes the brand name Etiqa, which aimed at providing the customers with
personalized categories of services to all family class. The organization utilized multi-channeled
networking in order to make the target customers aware of the services that are provided by the
bank. On the other hand, the organization also aimed at making the services accessible to the
customers through promotions relating to the benefits that are provided by the organization.
The customers are offered to avail insurance services for savings, home investments,
medical purposes, assets and legacy, travels and automobiles (ABC News, 2019). With the
intention of reaching new heights in the field of insurance facilities, Maybank has established an
exclusive insurance and takaful policy, created particularly to meet domestic demands of
customers. The Takaful branch goes by the brand name Etiqa in market, an insurance facility that
offers unique and personalized categories of services for all classes of family through a
distribution network that operates via multiple channels. The chosen service category selected

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for this paper is personal since it caters to the private needs of the customers. The facilitation of
the schemes and policies of the insurance, the company focuses on the improvement of customer
accessibility and feasibility (Highsnobiety, 2019).
3.1 Service analysis
Maybank offers personalized insurance services covering a wide variety of consumer
requirements such as critical illness, life protection, home insurance, endowment, travel
insurance, automobile purchase, and hospitalization. It is Maybank’s aim to continue working
with its established partners and the customers harmoniously is driven by the motivation to
humanize the existing insurance policies in the current market and aligning the policies with the
needs and convenience of consumers. Maybank successfully delivered on their promise of
providing superior insurance services by the end of 2013; especially in the contexts of retirement
savings, wealth protection and education planning. The company has innovated the kind of
services by introducing exclusive facilities in insurance in respective forms of elite investment
link, Marbur, Takaful ali plus and Ultra medic rider (Nike News, 2019).
3.2 Company orientation
From the service analysis and company overview of Maybank, it can be asserted that the
specialization of the company is product oriented. The policy makers and innovators of Maybank
inducted new facilities in the insurance services. To a large extent, these innovations are inspired
by the individualrequirementsof the customers (majority target segment) and they are further
aimed to develop the personalized services in a way that it meets the requirements of different
customer category. Insurance, moreover is a wholly personal service offered by banks to
customers on terms and conditions that are specifically confidential. The services must therefore