Improving the quality of short-term loans for small and medium enterprises - 12

3.3.1.5. Building the right Marketing strategy

Unlike before, banks just sat in one place and people who needed to do business with the bank had to come to them. Now the situation is different, competition in the banking industry has become fiercer than ever. Therefore, finding strengths from the quality of operations is a matter of concern for most banks. Building the right and effective marketing policy is necessary to improve the competitiveness of banks.

- Establish a market research department: Currently, many banks do not have a separate market research department, and this task is currently undertaken by the customer service department, so the efficiency is not high. The bank is a business operating in the monetary sector, so one of the important goals of the bank is to expand market share to increase income. Therefore, establish a market research department to better approach customer needs. This department not only researches the bank's market but also researches the customer's market. Researching the bank's market means researching customers' loan needs and the ability to meet these needs. At the same time, it is necessary to research how competitors in the same area meet customers' needs for similar products. What are their advantages and disadvantages to improve their products. Furthermore, SMEs in the area operate in many fields, so it is necessary to consider which type of loan is most effective for the bank and best serves the customer. Researching the customer's market is part of considering the feasibility of the loan plan. Because the source of debt repayment for the bank is from an effective production plan. If the business's products are accepted by the market due to advantages in price and quality, then the possibility of success of the business is high, so the loan will be safe. This work is also really necessary because SMEs have less financial autonomy than their products.

Exports are seasonal in nature, so if each bank does not carefully consider the actual market of the enterprise but only considers the project on paper, the risk is very high. Market research will help each bank correctly assess the competitive position of the enterprise in the market as well as the ability to repay capital and interest on time.

- Building the right customer strategy: The role and position of SMEs are increasingly affirmed to be very important in the economy. In recent years, based on the actual situation, each bank has classified and screened customers. Banks have identified the target customer group as craft villages, SMEs and focused on short-term loans to these customers. Identifying the target customer as SMEs, this is also the target that banks across the country are aiming for, so the level of competition is relatively fierce, so each bank needs to constantly improve its reputation and position with SMEs. It is necessary to build an image of a bank that is always dedicated to the success of its customers.

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Each bank needs to classify SME customers, select customers with long-term and reputable relationships to apply loan forms that ensure convenience for customers as well as have incentives on interest rates and service fees. At the same time, avoid discrimination between large enterprises and SME as well as state-owned enterprises and non-state-owned enterprises. When enterprises encounter certain financial difficulties, each bank should work with the enterprise to resolve such obstacles so that even though they have financial difficulties, they still make efforts to repay the bank. Moreover, each bank also needs to lend long-term to SME when they first start production because only with long-term investment can there be short-term investment. Ensuring the above requirements will certainly improve credit quality.

3.3.1.6. Strengthen loan inspection and control

Improving the quality of short-term loans for small and medium enterprises - 12

In the current volatile situation, it seems inevitable that businesses will encounter risks. When SMEs encounter risks, their ability to withstand them is very low, so their ability to repay loans to banks is not high. Therefore, after lending to customers, each bank needs to regularly check the use of loans by businesses.

For each customer who borrows capital, the bank needs to require them to open a deposit account at the branch and the credit officer must regularly check to consider the fluctuations of this account so that the credit officer can be proactive in resolving situations when problems occur. Checking and controlling loans helps the bank to correctly assess the progress of the loan plan. In addition to monitoring the deposit account, the credit officer must regularly meet with customers and visit the factory to feel what is actually happening compared to what is presented in the file. At the same time, the credit officer must carefully review the quarterly financial reports as well as the invoices for purchasing goods for revolving loans and limit loans.

3.3.1.7. Improve the quality of credit staff

In any business field, the human factor is the most important factor, deciding the success or failure of all activities. Credit officers must fully demonstrate the qualifications of a person with solid professional qualifications, sufficient moral qualifications with rich social knowledge, and the ability to complete assigned tasks. Thus, the quality of credit officers must meet the following aspects: professional qualifications, work experience and moral qualifications.

- Regarding professional qualifications: loan officers must be formally trained, have basic knowledge of banking and finance as well as knowledge of market economics. Credit officers must have in-depth knowledge of corporate finance and investment project appraisal. To meet job requirements, they must regularly

Regularly update changes in policies and guidelines of the State, industry and locality. Credit officers must always be aware of self-training to improve their qualifications to meet the increasingly high requirements of the job, at the same time they need to have enthusiasm and high responsibility in their work.

- Regarding work experience: banking is a complex business. Business activities are mainly related to relationships and reputation. The bank's customers are very diverse. Especially the SME customers, these businesses operate in many fields and sometimes their activities have very high risks. Credit officers need to accumulate experience to be able to anticipate all situations and complete assigned tasks.

- Regarding ethics: project appraisal and lending decisions are subjective to the credit officer. If the credit officer has experience and qualifications but poor ethics, leading to collusion with customers to appropriate bank capital, the quality of lending will definitely be affected.

To achieve the above requirements, banks need to take the following measures.

Firstly, it is necessary to carefully recruit staff. Staff selection must be based on specific standards of qualifications, work experience, foreign language proficiency, communication skills, etc. Recruitment policies must be applied openly. Selection must be linked to appropriate job placement. Each professional aspect must have people with specialized knowledge of that profession and especially must be people with good moral character and responsible in their work.

Second , assign tasks scientifically, in which responsibilities and authorities for each job must be clearly defined. Functional operations must be separated. Many banks have their own appraisal department.

But currently there is still a situation where credit officers do both appraisal and lending work.

Third, training must be given due attention. Newly recruited employees need to be trained in depth on the assigned work, guided by the regulations of the Bank and related laws. For employees who are working, they must also be regularly trained and retrained because the job requirements require a very broad understanding. Banks need to regularly open training courses to improve professional qualifications, send employees to vocational training, and graduate school to improve the quality of customer service. Improving professional skills includes improving computer skills, foreign languages, professional skills, legal regulations, and market information.

Fourth, there should be a suitable remuneration policy for credit officers to promptly motivate and avoid egalitarianism. Banks need to further promote the movement of setting good examples in their units through reward policies. Timely reward and punishment policies help officers have a sense of responsibility as well as a sense of training to improve.

3.3.2. Recommendations to Vietnam Joint Stock Commercial Bank for Industry and Trade

The goal of CT Commercial Joint Stock Bank by the end of 2010 is “To become the leading commercial bank in Vietnam in financing SMEs. Outstanding loans to SMEs account for 70% of the total outstanding loans of the entire system, with a bad debt ratio of less than 3%”. To achieve the above goals, I would like to make some recommendations as follows.

- Promote the bank's activities serving SMEs through many channels such as organizing seminars and advertising through mass media.

- Completing and supplementing products in two directions: redesigning products and creating new suitable products while enhancing non-financial support activities for SME customers.

- Increase non-financial support for SMEs such as providing economic and financial information, procedural guidance, introducing investment partners... through various channels. At the same time, the Bank should also support typical customers to participate in training courses, exhibitions, fairs, and product introductions between domestic and foreign SMEs.

- With its leadership role, CT Vietnam Joint Stock Commercial Bank needs to gradually standardize its staff, especially credit officers as well as branch management officers.

- Enhance the effectiveness of risk prevention information work from Vietnam Joint Stock Commercial Bank for Industry and Trade to branches.

3.3.3. Recommendations to the Joint Stock Commercial Bank for Industry and Trade, Nam Dinh Province Branch

3.3.3.1. Directions in lending activities at the Joint Stock Commercial Bank for Industry and Trade, Nam Dinh Province Branch

In 2008, with the formation of new industrial parks and clusters (such as Loc Ha industrial park in My Loc district and Bao Minh industrial park in Vu Ban district...), many more investment projects have been attracted to the province. The commodity market continues to have complex competition between enterprises, which will significantly affect the production and business situation of enterprises. In particular, in 2009, with competition from Chinese goods, the textile and garment industry is facing increasingly fierce competition, accordingly, textile and garment enterprises with credit relations at Nam Dinh province branches will also have to face many difficulties and challenges. On the other hand, in 2008, some enterprises were strongly affected by inflation, so their production activities declined.

business and losses, especially the shipbuilding industry in Nam Dinh province is facing many difficulties due to supply exceeding demand. All of the above factors will greatly affect the credit situation of banks in general, and Nam Dinh Province CT Commercial Joint Stock Bank Branch in particular.

Closely following the strategy and orientation goals of CT Vietnam Joint Stock Commercial Bank, based on the socio-economic situation in Nam Dinh province and the actual operations of the branch in recent years, the Branch sets out the business orientation and tasks for 2010 of a number of activities as follows:

- Total mobilized capital increased by 12-15%

- Total economic lending increased by 20-22%

- Bad debt ratio below 2%

- Service revenue reaches 6-8% of total income

To achieve this goal, the branch must strive for healthy and safe credit growth and conduct customer screening. It is necessary to analyze and evaluate the strengths of each region, each area, and each industry to be proactive in marketing and attracting customers to expand investment. Shift the credit investment structure from state-owned enterprises to other economic sectors with more effective business operations by finding customers with healthy financial status, choosing investment projects, and effective production and business plans. In which, focus on investing in small and medium-sized enterprises and foreign-invested companies. To achieve the target of a bad debt ratio of less than 2%, the branch must focus on urging the collection of overdue debts and debts that have been handled with risks. Improve the methods, quality and effectiveness of internal inspection and control work to resolutely overcome existing shortcomings. Regularly re-train the sales team, create a system to provide and update information regularly to make the right decisions. The branch is continuing to handle outstanding debts.

3.3.3.2. Proposal for short-term loans for SMEs at the branch of the Joint Stock Commercial Bank for Industry and Trade of Nam Dinh province.

- Focus on short-term lending for business plans with quick payback periods. Only lend based on a thorough assessment of the plan.

- Previously, like other State-owned commercial banks, the branch also targeted large enterprises and state-owned corporations. However, in recent years, the branch has made timely changes in its development orientation, focusing on the SME customer group. Especially the SME customer group that has built a brand, has a certain reputation in the market and has enough assets to secure the loan.

- To be able to lend short-term loans to businesses for production, it is necessary to consider supporting businesses right from the start of operations to create a long-term sustainable relationship. That is, it is necessary to lend long-term loans when businesses invest in fixed assets. Build customer strategies, new business styles, train and improve staff qualifications, improve appraisal quality to be able to lend more to SMEs.

- Continue to increase loan sales, expand short-term loans, apply a variety of short-term loan forms for this type of business. In addition to capital support, combine accompanying services, especially financial consulting services, so that the bank's capital will be safer and more effective.

- Only focus on lending to SMEs with clear business strategies and high self-financing ratios.

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