Marketing strategies of banks in the consumer loans market
The motivation for this report has arisen from our observation of the recent increase in promotional efforts of banks in pursuing the 'man-on-the street'. Statistics has shown an increasing amount of loans to professionals and private individuals too. It would, therefore, be interesting...
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| Main Authors: | , , |
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| 其他作者: | |
| 格式: | Final Year Project |
| 語言: | English |
| 出版: |
2015
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| 主題: | |
| 在線閱讀: | http://hdl.handle.net/10356/64293 |
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| 總結: | The motivation for this report has arisen from our observation of the recent
increase in promotional efforts of banks in pursuing the 'man-on-the street'.
Statistics has shown an increasing amount of loans to professionals and private
individuals too. It would, therefore, be interesting for aspiring bankers to
take an overview of the strategies that the different banks adopt in responding
to the changes in the competitive environment.
Case study approach was used as the primary research approach. The
marketing strategies adopted by three banks, which included two local banks
and one foreign bank, were studied. Data was collected through personal
interviews with the bank managers. The interviews were then supplemented
with data collected from secondary sources, such as brochures and articles.
The study begins with the essential background introducing the banking
industry. This is followed by a brief account of the development of
marketing in the consumer loans market of the banking industry. The body
of the report consists of the marketing strategies of two local banks and a
foreign bank.
The study also analyses the differences among the three banks in pursuing the
consumer loan market as well as how they address the issues pertinent to this
market. A future outlook of the consumer loans market is presented in the
conclusion. |
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