A Bank (china) Atm Project's Strategic Thinking

Financial globalization is such a crucial part of globalization. All financial institutions try to find and grasp more opportunities by thorough investigation and prompt action. China is now becoming open, to meet the need of market. Its fantastic development and huge potential attract global interest, esp. those financial institutions and multinational banks. During the process, consumer banking business creates much more revenues than ever before, with more channels serving their clients. A fast growing period of consumer business has come forth and China is one of the core parts without question! Any bank, who commit to develop its consumer business can not ignore this market and can not ignore the channels, no matter how different their strategies are. It is a revolutionary era of self-service! It means efficiency, choice and convenience; it helps to save cost and produce profit; it spreads to all over the world!ATM - the automatic tell machine, is regarded as one of the most popular self-service channels. This article shows how Bank A, as a "new" comer to an emerging market, designed the marketing positioning and development plan for ATM, under the totally new social and economic situation.First part is the background of A Group and A China. Second part describes the macro and micro environment with PEST analysis, five-force model and SWOT method, evaluates the opportunity and threat, advantage and disadvantage of ABN under the situation. Third part is to expatiate on the strategy of differentiation and branding in more detail. The following part deals with target of "profit model" and how to realize it. Finally, it is the personal deliberation and suggestion based on the project. ATM should be developed healthy and continuously in the long term and nowadays, it is absolutely a scarce opportunity for grow-up of foreign banks' consumer business in China!The contribution to theory of this paper is viewing ATM project from a new aspect, combining with differentiation and branding strategy, and recommend the transformation of service channel positioning by setting up the feasibility of a profit model. The contribution to practice is to provide reference and suggestion for foreign banks, if they plan to do consumer business in China or emerging market, esp when they schedule to launch ATM project, about how to devise strategy and development plan, how to plan marketing and operation proposal, and how to take care of necessary details in the execution.