Credit Card Centre Of Wing Hang Bank (Macau)

This essay is composed of two sections - "practical cases" and "cases analysis".Through the practical cases, we can understand how the Credit Card Centre of Banco Weng Hang, S.A.(BWH) has tackled to survive from the competitors and continue to provide expensive gifts to grab more clients for maintaining the market share. How to stimulate the clients to spend more on consumption by BWH credit card. On the other hand, how to make the right choice on scanning the clients not contrary to the benefits.In the analysis of the practical cases, through explaining about the perspective of credit card business and the influence of present economic crisis and the model changing of consumers, to analyze Macau credit card market. Moreover, it explains about the internal strength and weakness, external opportunities and threats, and analyzes the competitors and market situation. In marketing strategy, find out the market segment and position the market by STP analyzing. In addition, analyzing 4P of BWH credit card center. In conclusion, finalizing the information to strengthen the competitiveness in marketing strategy and project planning.