Amanah Saham Nasional Berhad (ASNB) Segamat

I am a third-year student of the Bachelor of Business Administration (Hons.) Marketing course. In accordance with the requirements for completing my studies, I underwent my industrial training with Amanah Saham Nasional Berhad (ASNB) Segamat for 24 weeks, from 3 March 2025 to 15 August 2025. During the internship, I was placed under the Operations and Sales & Marketing departments, where I experienced the opportunity to apply theoretical learning acquired in a practical working environment, gain skills, and attain useful exposure to the operations of a major financial institution. This report is prepared to describe my industrial training experience and to conduct an analysis based on the SWOT (Strengths, Weaknesses, Opportunities, and Threats) method. The report reflects the strengths and weaknesses of ASNB Segamat, opportunities that are present, as well as external threats that can impact the company. Besides the SWOT analysis, the report also includes my company background, student profile, training reflection, discussion, recommendations, and conclusion, giving a general overview of my internship experience. Generally, this industrial training has provided me with an insight into how a financial services company like ASNB operates its business, especially in the area of marketing and operations. Through this 24-week experience, knowledge, and skills, I am better equipped for my future career. The recommendations that follow in this report attempt to provide recommendations to ASNB Segamat on how it can further improve its services and marketing strategies in the future.