Analyzing the Effectiveness of the Marketing Strategies of HSBC Bank Birmingham

By

Acknowledgement

I would take this opportunity to thank my research supervisor, family and friends for their support and guidance without which this research would not have been possible.

Declaration

I [type your full first names and surname here], declare that the contents of this dissertation/thesis represent my own unaided work, and that the dissertation/thesis has not previously been submitted for academic examination towards any qualification. Furthermore, it represents my own opinions and not necessarily those of the University.

Signed __________________ Date _________________

Abstract

In this study we try to explore the concept of Marketing in a holistic context. The main focus of the research is on Marketing of HSBC and its relation with Strategies. The research also analyzes many aspects of Marketing of HSBC and tries to gauge its effect on Strategies. Finally the research describes various factors which are responsible for Marketing of HSBC and tries to describe the overall effect of Marketing of HSBC on Marketing of HSBC.

Table of Contents

ACKNOWLEDGEMENTII

DECLARATIONIII

ABSTRACTIV

CHAPTER 1: INTRODUCTION1

Introduction1

Background of the HSBC Bank3

Problem Statement4

Aims and Objectives4

Research Question5

Layout of the Report5

Learning Process6

Contribution to the body of Knowledge7

Importance of Study8

Electronic Database Searches8

Inclusion and exclusion criteria8

CHAPTER 2: LITERATURE REVIEW10

HSBC10

Marketing Strategies11

Types of Marketing Strategies11

Market Dominance Strategies12

Market Leader12

Market Challenger13

Market follower14

Market Niche14

Porter generic strategies15

Differentiation15

Cost leadership15

Customer Relationship Marketing Strategy16

Significance of Customer Relationship Marketing Strategies in Banking18

Marketing Strategies of International Banks20

Marketing Strategy of HSBC Bank23

CHAPTER 3: METHODOLOGY29

Paradigm of the Research29

Positivism and Interpretivism30

Research Strategy31

Quantitative Research33

Data Collection and Analysis34

Self-completion questionnaires37

Design of Questionnaire37

Sampling Method38

Informed Consent38

CHAPTER 4: DISCUSSION AND ANALYSIS40

Findings of the Quantitative Survey40

Part A: Demographic Questions40

Discussion51

CHAPTER 5: CONCLUSION54

APPENDIX61

Questionnaire61

CHAPTER 1: INTRODUCTION

The current age represents the period of globalization, advancements and innovations. Business organizations and other occupational fields are attempting to move towards specialization, resilience and modernization in order to cope up with the new demands. In the face of such competition, the businesses are making a shift towards competitive marketing and promotional strategies in order to assure their sustenance in the markets.

Banks are those that try to capture more new customers, but not doubt, the most applied techniques customer retention through strategies satisfaction and retention of these, between different types of services and products offered by the banking houses. The intention of this study is to measure and assess the extent possible to apply these strategies of marketing in the libraries, regardless of the nature of these, the different levels of users, focusing on banking strategies by type of population to which they are targeted.

The extensive literature researched in this dissertation discusses the subject of the effectiveness of marketing strategies of HSBC Bank in Birmingham. The discussion observes the marketing strategies applied for the marketing of services which are implemented in the banking sector. Moreover, the strategies which are commonly applied in the international banks are also researched and explained in detail under this section.

Introduction

The banking industry of the United Kingdom is very competitive and the customers have choice in the selection of international banking services. To attract and retain customers the banks use different international banking marketing ...