Marketing Strategy Of The Hongkong And Shanghai Banking Corporation Limited (Macau)

This thesis is composed of two parts.Part I (the case): In the first meeting of 2002, the Chief Executive Officer of The Hongkong and Shanghai Banking Corporation Limited (Macau) raised out how the bank set up the appropriate marketing strategies at the economic recession. The dropping interest rate caused to decrease the profit margin of the interest-income business. On the other hand, the customer needs in personal financial services are being increased. At the beginning of 2002, the bank should set the new marketing strategies and the target to increase the profits.Part II (the case analysis): According the statistics of HSBC (Macau), the gross profit of the whole banking business in 2001 was slightly increased even the economic was slow. Also, the bank considered that the profit from interest-income business should be the main business if the interest rate is increased. Also, the needs of customers in personal financial services are being increased.Adopting the STP and 4P theories, the bank should analyse the customer segment as the target. Based on different customer needs, the bank should improve product design and pricing strategy. In addition, I suggest the bank speed up to develop Internet Banking and set up consultant services in investment, insurance and other financial services to satisfy customer needs. The bank should get license from government in life insurance business. The bank should aggressively develop personal financial services with its strengths.