Saudi Hollandi Bank Marketing In The Face Of Changing Banking Needs
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TABLE OF CONTENTS
1. Acknowledgements 3 2.
3. Abstract 4 4.
5. Introduction 6 6.
7. Banking in KSA 13 8.
9. SHB Profile 19 10.
11. Products (SHB) 21 12.
13. Problem Description 33 14.
15. Marketing Activities of SHB 35 16.
17. PEST Analysis 36 18.
19. Marketing Strategies 43 20.
21. Evaluation of Strategies 47 22.
23. SWOT Analysis 49 24.
25. Conclusion 52 26.
27. References 28. 53
ACKNOWLEDGEMENTS
I am grateful for the opportunity to acknowledge the pleasure I had in working with the outstanding professionals at The SAUDI HOLLANDI BANK (SHB).
First and foremost, I would like to thank the GM-Marketing of SHB, Mr. Abbas Jammali. Every student should have the opportunity to work with someone so dedicated and talented. And to all those who have worked tirelessly, my warmest thanks to the marketing, advertising, and sales department personnel at SHB for their intense support.
A special thanks to my professor and mentor, Mr. , for his continued enthusiasm for my work and this project. My appreciation also goes to my career advisor, Mr. , for his continued guidance.
My deepest gratitude to my family for their advice and patience.
ABSTRACT
Customers are faced with an increasing choice of products/services and are becoming more demanding as they see banks competing to offer a higher level of service. If banks do not have good mechanisms for understanding customer needs, targeting customers with a segmented approach (the one size fits all principle will not work any longer), and offering superior service they are likely to face decreasing customer loyalties resulting in increasing cost of customer acquisition and retention.
In this scenario, it is imperative for every financial institution and...
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