Introduction to Marketing
Written Report - 2006
The role of the financial services sectors continues to grow in the economies of most of the Countries and pressures are rising for a more effective marketing management of the financial services offered by the banks.
This applies especially to the banking sector, not just in terms of turnover, profits and employment, but also in its paramount impact on the other spheres of the economy.
The purpose of this article is to present how one of the most important and largest bank, like HSBC operate in the Macro environment, by illustrating the larger social and cultural forces that effect the whole microenvironment (PEST Analyses).
Than it will look at the Micro environment by showing the forces that are close to the organization that affect its ability to serve its customer.
Finally this report will look at the SWOT analysis by stressing the attention on each of the follo 535g65f wing segments: Strengths, Weaknesses, Opportunities and Threats.
It is present in "76 countries and territories
in Europe, the Asia-Pacific region, the
"Through an international network linked by advanced technology, including a rapidly growing e-commerce capability, HSBC provides a comprehensive range of financial services:
o personal financial services;
o commercial banking;
o corporate, investment banking and markets;
o private banking;
o and other activities." 
The Environmental scan is a useful tools to "provide, analyse and interpret a flow of relevant information about the bank markets, so that management and marketing decisions are made with the real knowledge and understanding"3 of all the Macro and Micro aspects. "Marketing research is the search and utilisation of information from all available sources and its adoption to bank's marketing needs".
The Macro research shows that HSBC is operating in a global scale with many competitors.
At this stage of scanning, by using
A PEST analysis is useful for quick
general analysis, which can later be easily extended into a more detailed
analysis on each HSBC area of operation like: Europe, Asia-Pacific,
Marketing management's job in HSBC is to attract and build relationships with customers by creating customer value and satisfaction. However marketing managers cannot accomplish this task alone but their success will depend on the other factors that are coming from the company's Micro-environment like: suppliers, competitors, customers, distributors, intermediaries and publics.
The Micro environment describes the relationship between HSBC and the driving forces that control this relationship. It is a more local relationship, and HSBC may exercise a degree of influence.
The SWOT analysis provides information that is helpful in matching the firm's resources and capabilities to the competitive environment in which it operates. As such, it is instrumental in strategy formulation and selection. The following diagram shows how a SWOT analysis fits into an environmental scan:
Internal Analysis External Analysis
/ \ / \
Strengths Weaknesses Opportunities Threats
It is possible to say, that SWOT analysis is an important tool for auditing the overall strategic position of HSBC and its environment.
Strengths and Weaknesses refer to internal factors while Opportunities and Threats to external factors.
As with most leading institutions, HSBC does have its strengths/weaknesses and is constantly faced with threats from leading competitors. The following SWOT analysis highlights this.
HSBC Group "announced in November 1998 that the brand and the hexagon symbol would be adopted as the unified brand in all the markets where HSBC operates, with the aim of enhancing recognition of the Group and its values by customers, shareholders and staff throughout the world".
This report has show the Macro environment in with HSBC work. It is vital that HSBC continually monitor the economic environment at both domestic and world levels. Economic changes create a set of opportunities and threats, and by understanding and carefully monitoring the economic environment, HSBC should be in a position to lookout against potential threats and to take advantage of any opportunities.
As can be seen, changes in world economic forces are highly significant to HSB, since it engaged in an international market. However, an understanding of economic changes and forces in the domestic economy is also of vital importance as such forces have the most immediate impact. Thanks to its innovative technology HSBC provide at costumers the fastest, independent and easy-to-use internet services.
HSBC micro-environment has been considered in terms of variables over which it has control relevant to the marketing mix. This led to a description of marketing and its various sub-divisions.
The SWOT analysis, gave the opportunity to gather more knowledge about the possible services that can be developed and improved into the strategic analysis and the position of HSBC in its business environment.
Finally HSBC, like all type of organizations, should maximise the strengths and minimise the weaknesses and try to make the most of opportunities for their business and reducing the threats to lead in its competitive industry.
HSBC is one of the best largest banking and financial services organisations in the world and following the suggested steps all these helps Barclays to form their strategy effectively.
Books & Notes
o Principle of Marketing 4th Edition, Brassington & Petit - Pitman 2006
o Bank Marketing Management, Artur Meidan - Macmillian Studies 1984
o Bank Marketing Text and Cases, Hodges & Lillman 1970
o HSBC 2005 Annual Report
o Personal notes and annotations from lectures
The Bank of Bermuda | Beneficial | first direct | Hang Seng | HFC | HSBC | HSBC Bank International | HSBC Halbis Partners | HSBC Investments | HSBCnet | HSBC Premier | Marbles | M&S Money | Proa
Principal Local Banks:
Argentina | Australia | Bermuda | Brazil | Canada | China | Egypt | France | Germany | Hong Kong | Malaysia | Middle East | Malta | Mexico | Poland | Turkey | United Kingdom | United States
Minority Stakes and Joint Ventures:
Bank of Communications (19.9%) | Bank of Shanghai (8%) | HSBC Saudi Arabia Limited (60%) | Ping An (19.9%) | Techcombank (10%) | The Saudi British Bank (40%) | UTI Bank Limited (4.99%) | Wells Fargo HSBC Trade Bank N.A. (20%)
Annual Group Revenue:
$61.7 billion USD (10% FY 2005)
Stock Symbol: LSE: HSBA
HSBC splits its business into four distinct groups, on a global basis:
Personal Financial Services
HSBC provides more than 100 million customers world-wide with a full range of personal financial services, including current and savings accounts, mortgages, car financing, insurance, credit cards, loans, pensions and investments. The Consumer Finance group facilitates point of sale credit to consumers, and lends money and provides related services to meet the financial needs of everyday people.
HSBC provides financial services to small, medium-sized and middle-market enterprises. The group has almost 2.5 million of such customers, including sole proprietors, partnerships, clubs and associations, incorporated businesses and publicly quoted companies.
Corporate, Investment Banking and Markets
This customer group provides tailored financial services to corporate and institutional clients. Business lines comprise Global Banking, Global Markets, Global Research and Global Transaction Banking.
Private Banking provides financial services to high net worth individuals and their families in 68 cities. Over the last five years, acquired companies such as Republic New York Corporation, Safra Republic Holdings and The Bank of Bermuda have been integrated into HSBC's private banking business
 Bank Marketing Management, Arthur Meidan page 121 (Macmillan Studies in Marketing Management)
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