Skip to content

English
o
o

Vacancy


Donation


Contact us


Search
Awash Locations

About Us
o
o
o
o
o
o
o

Services
o

           
o
o
o
o
o
o
o
o
o
o
o
o
o
o

Digital channels
o
o
o
o
o
o
o
o

Diaspora Banking
o
o
o
o
o
o
o
o

Media
o
Awash Bank
BACKGROUND AND INTRODUCTION
Awash Bank, Ethiopia’s pioneering private bank, was established on November 10, 1994
after the downfall of the socialist regime. The Bank was established by 486 founding
shareholders with a paid-up capital of Birr 24.2 million and started banking operations on
Feb. 13, 1995. Since embarking operation, the Bank has registered remarkable growth.
Notwithstanding global and domestic challenges, Awash Bank has exhibited a superior
operational and financial performances among private banks operating in Ethiopia. Awash
Bank is currently working towards strengthening its capital base, technological
capabilities, human resources and customer base.
Our name derives from the Awash River, which is extensively used in Ethiopia for small to
large-scale irrigation schemes, hydroelectricity generation and for industrial activities. By
that token, the tagline “nurturing like the river” implies Awash Bank’s immense
contribution to the country’s socio-economic development. We also serve the population
by encouraging the habit of saving, the provision of credit facilities and facilitating
efficient and fast payment systems.
One of the core values of our bank is accessibility. We always strive to improve our
accessibility by means of different service delivery channels. Currently, we are the most
accessible private bank in the country, with a large footprint of extensive branch networks.
In addition to branch networks, we provide our customers the convenience of 24/7 service
through ATMs, point of sale terminals, internet, mobile and agency banking.
Corporate social responsibility lies at the heart of Awash Bank’s activities since its
establishment. The Bank’s intent is to change the socio-economic situation of the
communities within which it operates by ploughing back funds to improve education,
health and the environmental and social wellbeing of the disadvantaged strata. The positive
impact of our activities is clearly indicated in the number of elementary schools built in
collaboration with NGOs, the health facilities improved and the trees planted in different
parts of the country and the like.
Our success is measured by realization of our organizational goals and the objectives
specified in our strategy. In this regard, we have crafted a 10-year strategic roadmap with
the theme ‘Transforming AIB: Vision 2025. It has ambitious financial and non-financial
targets. Nevertheless, our performance so far indicates that the Bank is on the verge of
attaining those targets much before 2025. Awash Bank has recorded above average
banking industry growth rates in most key financial performance indicators in the last
decade. Indeed, Awash Bank has recorded the fastest growth rate among private banks
operating in the country. We owe this impressive achievement to the visionary leadership
of our Board of Directors, dedicated management team, committed staff and loyal
customers.
Our strategic goals and objectives are based on the aspiration of
Vision:
“To be the First Choice World Class Bank”
Mission:
“To provide Innovative, Competitive and Diversified banking services accessible to the
society with qualified and committed staff in a profitable and socially responsible manner”
Our Core Values
A – Accessibility
W – Wisdom
A – Accountability
S
– Socially Responsible
H – Honesty
SWOT Analysis
Strengths











High service levels
Highly automated systems
IT/software expertise
Easy access to capital and funding
Solid financial reserves
Effective sales and service culture
Focus on internal marketing
Team-based culture
Clear segments targeted effectively
Clear value proposition Effective CRM program
Good understanding of the customer journe
Weaknesses











Poor cost efficiencies
Mixed quality staff
Targeting price elastic markets
No distinct product features
Undifferentiated products
No consumer connection to the brand
Limited online advertising experience
Limited social media success
No expertise in creating engaging online content
No real relationships with online “influencers”
Broad competitive set
Opportunities






Leverage our big data
Develop a customer relationship culture
Attract new customers through special offers
Shift to a customer-centric marketing outlook
Target more price inelastic markets
Expand our product mix









More clearly differentiate our product offering
Broaden our geographic reach
Build relationships with influencers
Strengthen/clarify our value proposition
Build online engagement with our brand
Advertise on online comparison websites
Build/acquire digital marketing expertise
Creating more engaging social media content
Become a disruptive innovator
Threat












Declining unit margins
Rising fixed costs
Consumers becoming more price sensitive
Excessive cost of big data
Inability to grow the customer base long-term
Poor ratings on review websites
Being perceived as slow and outdated
Growing competitive set
Many emerging new entrants
Breach of data/privacy issues
Disruptive technology
Uncertain market conditions