Ask Question, Ask an Expert

+1-415-315-9853

info@mywordsolution.com

Ask Marketing Management Expert

Attempt all the problems.

Section-A

problem1) What are the main steps in consumer decision making process?

problem2) Describe how and why organizations seek to target a specific audience for their product or services

problem3) What are the major tasks involved in Marketing Planning and how does Marketing Research helps in achieving it?

problem4) What do you understand by marketing mix and give your comments on the changing marketing scenario in post-liberalization era?

Section-B

Case Study :

HSBC is known as the “world’s local bank.”  Originally called Hong Kong and Shanghai Banking Corporation Limited, HSBC was established in 1865 to finance the growing trade between China and United Kingdom, HSBC is now the second – largest bank in the world, serving 100 million customers through 9,500 branches in 79 countries. The company is organized by business line (personal financial services; consumer finance; commercial banking; corporate investment banking and markets; private banking), as well as by geographic segment (Asia-Pacific, U.K/Eurozone, North America/NAFTA, South America, Middle East.)

Despite operating in 79 various countries, the bank works hard to maintain the local feel and local knowledge in each area.  HSBC’s fundamental operating strategy is to remain close to its customers.  As HSBC’s Chairman Sir John Nond said in November 2003, “Our position as the world’s local bank enables us to approach each country uniquely, blending local knowledge with the world-wide operating platform”.

For instance, consider HSBC’s local marketing efforts in New York City.  To prove to jaded New Yorkers that London-based financial behemoth was “the world’s local bank,” HSBC held a “New York City’s Most knowledgeable Cabbie” contest.  The winning cabbie gets paid to drive full-time for HSBC for the year, and HSBC customers win, too.  Any customer showing an HSBC bankcard, checkbook, or bank statement can get a free ride in the HSBC –branded Bankcab.  The campaign demonstrates HSBC’s local knowledge.  “In order to make New Yorkers believe you’re local, you have to act local,” said Renegade marketing Group’s CEO Drew Neisser.

Across world in Hong Kong, HSBC undertook a different campaign. In the region hit hard by Severe Acute Respiratory Syndrome (SARS) outbreak, HSBC launched a program to revitalize the local economy.  HSBC’s plowed back interest payments” to restaurants, and travel agencies).  The program eased its customer’s financial burden.  Bank also promoted Hong Kong’s commercial sector when stopping and dining out, to help businesses affected by downturn.  More than 1,500 local merchants participated in the promotion.

Additionally to local marketing, HSBC does niche marketing.  For instance, it found the little-known product area that was growing at 125 percent a year; pet insurance.  In December 2003 it announced that it would distribute nationwide pet insurance through its HSBC Insurance agency, making insurance available to its depositors.

HSBC also segments demographically.  In the United States, the bank would target the immigrant population, particularly Hispanics, now that it has acquired Bital in Mexico, where many migrants to United States deposit money.

Overall, bank has been consciously pulling together its worldwide businesses under the single global brand with the “world’s local bank” slogan.  The aim is to link its international size with close relationships in each of countries in which it operates.  The company spends $600 million annually on global marketing and would likely consolidate and use fewer ad agencies.  HSBC would decide who gets account by giving each agency a “brand-strategy exercise. “ Agencies would be vying for the account by improving on HSBC’s number 37 global brand ranking.

problems:

problem1) What have been the major success factors for HSBC?

problem2) Where is HSBC vulnerable?  What must it watch out for?

problem3) What recommendations will you make to senior marketing executives going forward?  What must they be sure to do with its marketing?

Marketing Management, Management Studies

  • Category:- Marketing Management
  • Reference No.:- M93435

Have any Question? 


Related Questions in Marketing Management

Select research and analyze an example of american popular

Select, research and analyze an example of American popular culture's influence on another culture or an example of a non-U.S. culture's influence on American popular culture and media. Do you believe the world is interc ...

Marketing administrationyou must have someone who knows

MARKETING ADMINISTRATION (YOU MUST HAVE SOMEONE WHO KNOWS MARKETING STRATEGY) You are not currently work for an organization, so you can use any organization you feel that you can do a marketing strategy for easily and e ...

Think of this discussion as if you are a social media sm

Think of this discussion as if you are a Social Media (SM) Consultant. Your friend Oprah has decided to open an upscale Chocolate Shop in Winter Park, Florida, called the "Sunshine Chocolatier" What ideas would you share ...

1 why do commoditylike and digital items sell well in the

1. Why do commoditylike and digital items sell well in the B2C e-commerce business model? 2. What is mass customization? 3. How are vertical and horizontal e-marketplaces different?

Sun microsystems lived and operated in a dream world

Sun Microsystems lived and operated in a dream world throughout most of the 1990s, realizing significant revenue mainly from its line of server computers. Then, along came the dot-com implosion around 2000 and a new entr ...

Developing m-commerce scenarios for gps cell phones soon

DEVELOPING M-COMMERCE SCENARIOS FOR GPS CELL PHONES Soon, cell phones will be equipped with GPS chips that enable users to be located to within a geographical location about the size of a tennis court. The primary purpos ...

Write a paper 1 reporting types of closing methods and 2

Write a paper (1) reporting types of closing methods and (2) identifying and summarizing two closing methods pertaining to the following situation. Situation:  You are an accountant who owns and operates an accounting ag ...

Promotional strategy presentationprepare a 15- to 20-slide

Promotional Strategy Presentation Prepare a 15- to 20-slide Microsoft PowerPoint presentation illustrating your promotional strategy. Compile the information presented in your previous papers. Include the following in th ...

The company is ben and jerrys ice creamb2b marketing

The company is "Ben and Jerry's Ice Cream" B2B Marketing, Marketing Information Systems and Measuring Marketing Activities Learning Outcomes 1. B2B marketing. Student can differentiate the differences in marketing strate ...

If the measures used in research had no measurement error

If the measures used in research had no measurement error whatsoever, would researchers obtain weaker or stronger findings in their studies? (This one may require some thought.)

  • 4,153,160 Questions Asked
  • 13,132 Experts
  • 2,558,936 Questions Answered

Ask Experts for help!!

Looking for Assignment Help?

Start excelling in your Courses, Get help with Assignment

Write us your full requirement for evaluation and you will receive response within 20 minutes turnaround time.

Ask Now Help with Problems, Get a Best Answer

Section onea in an atwood machine suppose two objects of

SECTION ONE (a) In an Atwood Machine, suppose two objects of unequal mass are hung vertically over a frictionless

Part 1you work in hr for a company that operates a factory

Part 1: You work in HR for a company that operates a factory manufacturing fiberglass. There are several hundred empl

Details on advanced accounting paperthis paper is intended

DETAILS ON ADVANCED ACCOUNTING PAPER This paper is intended for students to apply the theoretical knowledge around ac

Create a provider database and related reports and queries

Create a provider database and related reports and queries to capture contact information for potential PC component pro

Describe what you learned about the impact of economic

Describe what you learned about the impact of economic, social, and demographic trends affecting the US labor environmen