Effectiveness of Marketing Strategies of HSBC Bank Birmingham

by



Table of Contents

CHAPTER 1: INTRODUCTION1

Background1

Local vs. Foreign Banks3

Problem Statement3

Aims and Objectives3

Research Question4

Contribution to the body of Knowledge4

Search rationale5

Importance of Study6

CHAPTER 3: METHODOLOGY7

Research Method7

Data Collection and Analysis7

Population and Sampling8

Justification of the Study8

Ethical Consideration9

Action Plan9

CHAPTER 4: ANTICIPATED RESULTS11

REFERENCES13

CHAPTER 1: INTRODUCTION

The current age represents the period of globalization, advancements and innovations. Business organizations and other occupational fields are attempting to move towards specialization, resilience and modernization in order to cope up with the new demands. In the face of such competition, the businesses are making a shift towards competitive marketing and promotional strategies in order to assure their sustenance in the markets.

Background

The HSBC bank is a one of the leading bank and the financial services organisation and has been introduced by the HSBC Group (Cavaye, 1996, pp. 227 -242). The bank has established and expanded a wide range of businesses in Americas, Europe, the Asia-Pacific region, the Middle East and Africa regions Martin, and (Mainelli, 2003, Pp. 209 - 221).

The bank was incorporated in England in 1991, and has its head office based in London. The HSBC bank has employed more than over 253, 000 people, across the globe (Varadarajan, 1999, pp. 88 - 100). One of the major strengths of the organization in its functionality includes the use of information technology on a global level. The e-business channels adopted by the organization comprises of the internet, interactive TV, PC banking, and telephone banking. The bank has manages its own networks of communication, intranet and extranet, in which HSBC's websites attracted 900 million visits. (Weitz & Wensley, 1990, Pp. 15-18). The HSBC bank has adopted the key business and marketing strategies in order to lead the line of financial institutions.

Local vs. Foreign Banks

The local and foreign banks differ from each other in their operations and management strategies. Some of the local banks, even today, are seen working on the traditional system of business, while the foreign banks follow a modernized system of working and managing the organization. Along with differing physical location, the international banks also follow a different style of leadership, and a differing structural coordination system. My research is based on HSBC banks, which is a foreign bank and follows an entirely different restructuring and a distinguished operations strategy.

Problem Statement

The review of this study is concerned with the analysis of effectiveness and adequacy of the marketing strategies which have been adopted and implemented by HSBC Bank in Birmingham. The banking industry of the United Kingdom is very competitive and the customers have choice to use the service of one of the bank or the other. The study will explore and analyze different types of marketing strategies adopted by the selected bank and assess how far these strategies are effective and successful in attracting and retaining the customers. The study will also signify the research methodology, population of study, sample size, ethical considerations and limitations of the study.

Aims and Objectives

Every research or investigation is conducted with some aim and ...