1.0 Introduction Hong Leong Bank Berhad Hong Leong Bank Berhad (HLB) is one of the largest banking and finance company that is headquartered in Kuala Lumpur at Malaysia. Hong Leong Bank is a unit of the Hong Leong Group Malaysia. It operates about 200 branches and sales centre and 16 business centre in its home country. With more than 100 years of banking knowledge and experience, HLB has a strong market position and a well-recognized business franchise. HLB is principally engaged in all its aspects of the banking and finance company businesses which are personal financial services, wholesale banking, Islamic financial services, electronic banking and the provision of related financial services. Furthermore, the Bank offers investment banking and private banking. It operates through its subsidiaries which includes Hong Leong Islamic Bank and Hong Leong Tokio Marine Takaful. (Hong Leong Bank Berhad, 2007). The founder of Hong Leong Bank, Mr Lam Ji Chiew began the business in 1905 in Kuching, Sarawak under the name of Kwong Lee Mortgage & Remittance Company (Hong Leong Bank, n.d.). In 1934, HLBB was established as Kwong Lee Bank Limited. After that, Kwong Lee Bank Berhad was acquired by MUI Group in 1982 and renamed as Malaysia United Bank Berhad on 2 February 1983. In 1989, it was named as MUI Bank Berhad. Under the Bank, it grew from 11 branches to 35 branches (Hong Leong Bank Berhad, 2007). 1
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1.0 Introduction
Hong Leong Bank Berhad
Hong Leong Bank Berhad (HLB) is one of the largest banking and finance company
that is headquartered in Kuala Lumpur at Malaysia. Hong Leong Bank is a unit of the
Hong Leong Group Malaysia. It operates about 200 branches and sales centre and 16
business centre in its home country. With more than 100 years of banking knowledge
and experience, HLB has a strong market position and a well-recognized business
franchise. HLB is principally engaged in all its aspects of the banking and finance
company businesses which are personal financial services, wholesale banking, Islamic
financial services, electronic banking and the provision of related financial services.
Furthermore, the Bank offers investment banking and private banking. It operates
through its subsidiaries which includes Hong Leong Islamic Bank and Hong Leong
Tokio Marine Takaful. (Hong Leong Bank Berhad, 2007).
The founder of Hong Leong Bank, Mr Lam Ji Chiew began the business in 1905 in
Kuching, Sarawak under the name of Kwong Lee Mortgage & Remittance Company
(Hong Leong Bank, n.d.). In 1934, HLBB was established as Kwong Lee Bank
Limited. After that, Kwong Lee Bank Berhad was acquired by MUI Group in 1982
and renamed as Malaysia United Bank Berhad on 2 February 1983. In 1989, it was
named as MUI Bank Berhad. Under the Bank, it grew from 11 branches to 35
branches (Hong Leong Bank Berhad, 2007).
Later on 3 January 1994, MUI Bank Berhad acquired by the Hong Leong Group
Malaysia through Hong Leong Credit Berhad and renamed it as Hong Leong Bank
Berhad (HLBB). HLB was then listed on the Bursa Malaysia on 17 October 1994
with its total paid up capital increased to RM 470 million. Since that, the growth of
the company had been noteworthy (Hong Leong Bank Berhad, 2007).
HLB also acquired the financial company business of Hong Leong Finance Berhad in
2004. Lastly, HLB completed the combination with EON Bank Group in 2011. The
combination effectively evolved the Bank into banking group of more than RM 145
million in assets and an expanded network of 329 nationwide of branches (Hong
Leong Bank Berhad, 2011).
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HLB proves that the vision together with quality, innovation, unity and the ability to
face the challenges and chances in order to present a powerful and compelling force in
business. Besides that, the slogan of Hong Leong Bank “Reaching Out To You”
which means this is the mission and promise of HLBB to their customers in order to
fulfill the customer satisfaction (Hong Leong Bank Berhad, 2007).
Nowadays, HLB is built on the commitment of a global staff force to quality and
professionalism. In an ever-changing environment, the Bank will continue to drive
towards building a sustainable group of businesses to remain competitive.
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2.0 SWOT
The SWOT analysis is a tool that identifies the strength, weaknesses, opportunities
and threats for understanding and decision making for all sorts of situation in business
and organization. SWOT analysis of the venture and situations in business, strength
and weaknesses are identifying as internal factors, however opportunities and threat
are identifying as external factors (Businessballs, n.d.).
Strengths
Integrated comprehensive financial services group
In the Hong Leong Berhad provide the Hong Leong Group’s banking and financial
service has grown over the years in strength and extensive focused business strategies
aided by strong management an expanded distribution network and financial. Hong
Leong Bank has over 300 branches, 1200 self-service terminals nationwide in
Malaysia, sales and business centre around the Asia such as Malaysia, Singapore,
Hong Kong, Vietnam and so on the service are provide to loyalty customer and
wealth management in local country either overseas to supply financial management.
Hong Leong Bank Berhad has a comprehensive service range of alternative and
electronic channels that include Hong Leong Phone Banking, Hong Leong Online,
Hong Leong Mobile Banking, Hong Leong Call Centre, self-service terminals and so
on. Nowadays, Organizer of Hong Leong Bank as an investor investing activities in
each year of experience and financial excellence of the global market leverage in long
term businesses. Assumed the mission to create attractive risk-weighted rate of return
and capital value the Group made up of well-trained, experienced investment
professionals, supported by up-to-date information systems and technological
infrastructure. Hong Leong Bank also provide the transformed business franchise with
over 70% gross loan to retail customer and 21% share of the bankable population with
the middle market business community. However, in the financial institutions more
powerful will ensure that the industry will be able to service and funded the
development aspirations of our enterprises and low-income population of the higher
financial needs as the same times more competitive depth and better diversified
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portfolio, the better growth of not only credit the cause of reason, but will also crack
down on prudent in the current price war (HLM Takaful, n.d.).
Hong Leong assurance major medical schedule of benefit and premium tables
A lot of time we are looks at our insurance coverage more often than not years ago,
we bought the insurance policy is insufficient to meet current needs especially in the
hospital and surgical medical plan. However, Hong Leong Assurance (HLA) major
medical is substantial and comprehensive health insurance plan that is designed to
cover the cost of hospitalisation and surgical up to age 99 years old. HLA major
medical card can be purchased as a traditional life insurance policy or rider taking of
investment-linked plan. The unique benefit and features of HLA major medical card
are higher annual and lifetime limit as compared to competitor like Tokio Marine
Medic Plus because the treatment costs are fully borne by insurer and multi-level
deductible depending on the choice and affordability of the buyers pretty
comprehensive list of panel in the hospitals. In HLA will has a full pay to the cancer
treatment and kidney dialysis whether not subjected to deductible and you may claim
up to RM 60,000 compared to Tokio Marine Medic Plus only can claim RM 50,000
due to the deductible medical card (Sense of money, 2012).
Features and Benefits of Hong Leong credit card
Hong Leong bank has won numerous awards and honours. In year 2006, Hong Leong
has won Asia’s Best companies, Best E banking Project in 2007 and Best Credit Card
Product Award in 2006 and 2011 by Asian banker. Nowadays, all EX-EON bank
credit cards have converted to Hong Leong credit card by non-interest balance
transfer plan can request their savings or current account to deposit cash and treat it
like a short term loans. Hong Leong bank away update new promotion and privileges
to new credit card and existing card holders such as provided Hong Leong club
rewards exclusively for priority banking to customer, travel insurance
coverage, discounts to exclusive business partners and free travel inconvenience
insurance compensation. In addition, Hong Leong bank special designed Hong Leong
Essential Credit Card combined with the most significant feature of each credit card
so cardholder can enjoy the best of both worlds of benefit of having multiple cards
and convenience. The main benefits of the basic credit card unlimited cash back 1%
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