It also is determined in offering services to benefit its stakeholders and wide customer base. 18
The risk strategy quantitatively measures the risk associated with an operation hence controls, manages and monitors the risk portfolio of the organisation. Financial Objectives To maximise customer revenue The performance of the organisation financially should be firm compared to the 1st and 2nd quarter of 2010. The strategic implication of optimising balance sheets must improve liquidity and offer impregnable capital ratios. To enhance further the credit quality and keep the results within expectations. Target Markets The consumer and Wealth Management operation of the bank have seen growth in the number of customers amidst recession. The private banking sector was even recognised for its outstanding growth. With continued focus on liquidity and structured relationship with the customers the wholesale banking reported a staggering growth of 23% over last year. The credit fastening and retrieval of equity helped the company gain on the global front. Network International also recorded growth as it quickened the growth of credit card diligence. The company has been operating on newer IT services which have provided several resources to secure their customers. 19
Positioning The Emirates NBD is positioned at the top of the chart in terms of assets and enjoys extensive opportunities to grow in wide array of features. The company has been improving on its security issues by implementing advanced IT services. The internal relations among the employees are cordial and bank offers its customers with services that are at par with their expectations. The top management and Board of Directors work in unison to make it possible. Strategies The objective of the company is to establish itself as the leading bank in the retail and corporate sector. This could be done by Increasing the deposits by lowering the loan scheme, the funding process should be reviewed and implemented to retain liability, the interests of the customer should be of paramount importance, Expansion could serve as the perfect solution to unveil opportunities, Risk management would ensure control and corporate governance 20
Marketing Mix Product There are several products from credit cards to debit cards and investments. A product must also be differentiated from other competitors. Here, the product is categorized into several brands where the brand value increases with customer loyalty and financial investments. Wealth Management and financial service solutions are other offerings and benefits. Pricing The pricing is generally the amount paid to the bank for maintenance and security of the customer's account. Interest is also charged on loans.
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- Spring '16
- Marketing, ........., United Arab Emirates, Citibank