The positioning strategies of selected banks in marketing their credit cards

• Main Author: Kang, Yuen Ying
• Other Authors: Hwang Soo Chiat
• Format: Final Year Project
• Language: English
• Published: 2015
• Subjects: DRNTU::Business
• Online Access: http://hdl.handle.net/10356/64529
• Institution: Nanyang Technological University

This report analyses the marketing strategies adopted by the selected banks in positioning their credit cards. The first stage is market segmentation, where the banks select one or more segment(s), which fit(s) their strengths and weaknesses, to target on. Thereafter, the banks plan the pos...