The presence and continued proliferations of financial institutions in the country, more especially banks, created a very competitive environment; which necessitated the formulation of strategies, that would ensure the realization and attainment of position of competitive advantage, required not only for the industry's survival but also for its success in the business.

 The manifestation of these strategies found expression in various plans and approaches being adopted by these banks in marketing their services. The degree of success of otherwise of the banks in these, ultimately, depend on not only how well designed are its strategies but also how well implemented. Using Afribank Nigeria Plc as a case study, the banks strength, weakness, opportunities and threats and how these were effectively and efficiently utilized in marketing its services would be addressed, giving suggestions and recommendations of enhancing its competitive advantageous position and meeting the challenges of the next millennium. I do hope that the findings of this project would be of enormous benefit

 not only in schools for academic purposes but also in the banks and other financial institutions in meeting the challenges of competitive banking

 environment.