A study of Bumiputra's entrepreneurs of Small Medium Enterprises (SME) with regards to PHB's Entrepreneur Development Unit (EDU)

The banking industry has been viewed as an industry which has more stable product range than most other service industry. The increasingly competitive environment as well as pressure to maintain profitability has forced the banking industry to be more innovative and growth oriented. Therefore bankers are now focusing their attention on broadening their income generating through innovating new products and services. The emphasis on innovation has thrust the traditional banking industry into a new era where technology and service quality will provide their cutting edge. Each bank has their own tactics and strategy to be a market leader through improving their computerization systems, coming out niche markets and training their people to deliver high quality service in order to convince the clients that the services provided are the best. It would be essential for a banker to identify the most productive and profitable market. The size and location of each market will vary from one service to another and their needs varies from one sector to another.