STRATEGIC MANAGMENT

Strategic management

Strategic management

Situational Analysis

The primary purpose for the situation analysis section of a marketing plan is to describe what is happening in the markets in which the Barclay competes, and the Barclay's debit and credit cards and distribution trends. A simple, common-sense approach to organizing and providing only relevant information is recommended for this section.

Subsections should go from the "big picture" of macroenvironment influences on your business down through total market descriptions, the competition, target buyers/end users, and, finally, debit and credit cards trends and your Barclay distribution channels description.

Information in this section provides rationale and support for the marketing objectives, plans, and strategies. Key subsections include:

macroenvironment situation, which presents information on trends for demographic, economic, technological, political, social, cultural, material supply, etc., that impact on the Barclay

market situation, which includes size, growth trends of total market, and key segments competitive situation, which provides a description of major competitors with size, goals, market share, debit and credit cards quality comparisons, marketing strategies, marketing spending, etc.

target buyer or end user situation, which analyzes the identification and behavior of target buyers/end users and consumer wants and needs

debit and credit cards situation, which includes sales, prices, and contribution margins; net profits of each Barclay debit and credit cards line are shown

distribution situation, which provides information on size, trends, and importance of each distribution channel for the Barclay's debit and credit cardss

Six Brand Values:

Brand values define our principles and benefits that guide us in our working and business relationships with our managers, staff and customers. The six brand values are:

Reliable - Offer a high level of service consistently, which shows the clients we can be depended upon.

Knowledgeable - Be informed about our customers needs, not just our own debit and credit cardss and services.

Helpful - Take initiative and offer customers our help and suggestions without waiting to be asked.

Efficient - Provide customer service quickly and accurately.

Personal - Create a warm and friendly, professional environment, which makes our customers feel confident that we are looking after their specific needs.

Responsive - Provide proactive customer service and be alert to changes so that we can give our customers the best possible advice and support. In the year 2000, the Value Centre concept was introduced in the Bank.

The Service Department Under Consumer Banking

Service is a department in Consumer Banking, which handles all customer related queries and complaints, and is for all practical purposes, the front end of the business.

The three channels of customer contact are:

Over the phone

By mail

In person

Over The Phone - Phone banking Unit

Phone banking enables the bank to provide a very convenient, customer friendly, faster option towards migrating the transactions from Branch banking to Direct banking channels. It helps in achieving a distinctive image and higher service satisfaction levels in the target market. The Phone Banking Unit (PBU) receives all incoming customer calls, for queries or complaints. The efficiency of the Phone Banking Unit is measured in terms of "Service Levels", which takes into account the number of calls picked up within three rings ...