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Hsbc Strategic Marketing Plan Case

In: Business and Management

Submitted By clins
Words 4005
Pages 17
1. Situation Audit

HSBC it’s a British Multinational bank and financial services. It’s the second larger bank in the world, with offices in 85 countries and 89 million clients. Was founded in Hong Kong and Shanghai in 1865. In 1991 started in London the new HSBC Group Holding.

In 2005 HSBC held leadership in Hong Kong Market of credit cards. Credit card is very important for customer acquisition strategies.
Credit cards were marketed to HSBC customers through direct mail and the retail branch network.
HSBC used demographic information about customers' income and life stage to segment the market.
They had 2 different types of customers:

* Transactors: were customers who used the card as a convenience or to build reward points, but they would pay their balance at the end of each month. * Revolvers: were customers who used a high percentage of their credit limit and carried a balance from month to month.

HSBC organizes its customer-facing activities within four business groups: Commercial Banking; Global Banking and Markets (investment banking); Personal Financial Services (retail banking and consumer finance); and Global Private Banking.
Credit card market is growing rapidly in Hong Kong for two main reasons:

* Growth of e-commerce * The loyalty and rewards programs.

2. SWOT STRENGHTS * HSBC is one of the largest banking groups in the world, with 9,800 offices in 77 countries across four of the five continents (America, Asia, Europe and Africa), more than 300.000 employees, and 128 million customers. We can qualify the company as powerful in terms of size and international presence. * Due to his internationality and size, the company has a strong capital backing. * * Focusing on the internal environment, HSBC is the leading bank in the Hong Kong market. * They are featured as a global bank with local…...

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