HSBC case study - Name Gaddafi Kabiru Marafa(21848971 Case...

Info icon This preview shows page 1. Sign up to view the full content.

Name: Gaddafi Kabiru Marafa (21848971) Case Study: IKEA. 1. Discuss three key considerations when segmenting an international market Generally, there are few steps in market segmentation, targeting, and positioning. Based on the HSBC case study, the first key consideration in HSBC is maintaining a local presence and local knowledge in each area where its branch operates. HSBC’s basic operating strategy is to remain close to its customers. HSBC has a tagline that is “world’s local bank”. It actually focuses on serving local markets. Remaining its local knowledge will make it easily to understand local cultural and local fashion demand and therefore enable them to satisfy every customer needs in each area. HSBC has demonstrated its local knowledge with marketing efforts dedicated to specific locations. The second strategy when segmenting an international market is local economy. HSBC undertook some “Support Hong Kong” campaign to regenerate the local economy. In current international market, competition has become extremely fierce. However, can
Image of page 1
This is the end of the preview. Sign up to access the rest of the document.

Unformatted text preview: survive in the long term because it has occupied some market shares in the local economy. The last one is targeting consumer niches with unique products and services. A niche is a more narrowly defined customer group seeking a distinctive mix of benefits. Different customers have different needs. HSBC aims to offer unique products and services to different customer. Homogeneous preferences actually exist when consumers want the same things. Then, diffused preferences exist when consumers want very different things. As for clustered preferences, it reveals natural segments from groups with shared preferences. It depends on consumers whether they prefer HSBC or other banks. 2. Draw a perceptual map for the banking industry in Australia. Perceptual mapping is a generic term that applies to the positioning of perceptual points in multidimensional space. Only HSBC and Citigroup has been chosen from the foreign owned subsidiaries. AMP is the Australian owned bank....
View Full Document

{[ snackBarMessage ]}

What students are saying

  • Left Quote Icon

    As a current student on this bumpy collegiate pathway, I stumbled upon Course Hero, where I can find study resources for nearly all my courses, get online help from tutors 24/7, and even share my old projects, papers, and lecture notes with other students.

    Student Picture

    Kiran Temple University Fox School of Business ‘17, Course Hero Intern

  • Left Quote Icon

    I cannot even describe how much Course Hero helped me this summer. It’s truly become something I can always rely on and help me. In the end, I was not only able to survive summer classes, but I was able to thrive thanks to Course Hero.

    Student Picture

    Dana University of Pennsylvania ‘17, Course Hero Intern

  • Left Quote Icon

    The ability to access any university’s resources through Course Hero proved invaluable in my case. I was behind on Tulane coursework and actually used UCLA’s materials to help me move forward and get everything together on time.

    Student Picture

    Jill Tulane University ‘16, Course Hero Intern