Phân tích SWOT và chiến lược marketing sản phẩm thẻ của ngân hàng phương nam e

Phân tích SWOT chiến lược Marketing sản phẩm thẻ ngân hàng Phương Nam - INTRODUCTION Regional and international economic integration is inevitable trends of Vietnam, joining the WTO has been opened up for Vietnam's economy in general and the banking industry in particular opportunities and challenges Along with the trend of integration over the past year, in Vietnam, the bank card services’ bỉrth and development have to meet partialy payment needs in general and electronic payments in particular, facilitating in the promotion of the commercial activities of enterprises at home and abroad The faciliyies of bank card activity brings is great: fast, convenient, accurate and safe Therefore, the bank card has developed very quickly; especially in recent years, in Vietnam, the growth of development of card market has reached record levels, as of 30/6/2011, that number was up to nearly 36 million cards, folded times higher than in 2006 (Ms Nguyen Thu Ha, Chairman of the bank card) This proves that the Vietnamese people are gradually accepted with this modern means of payment and make sure this market in the coming years will be the potential card market for banks in Vietnam However, actual implementation of activities have encountered not a few difficulties, it may be due to the habit of using the cash of the Vietnamese people, it also may be that the Bank has not had a reasonable strategy to develop this service… For this reason, I choose Southernbank international Debit Mastercard (Southernbank Debit Mastercard) of my Southern Join Stock commercial Bank (Southern Bank) – as my research for this topic The article is divided into four parts:  Part 1: GENERAL INTRODUCTION  Part 2: SOWT ANALYSIS AND APPLYING SOWT TO ANALYSE SOUTHERN BANK DEBIT MASTER CARD Part 3: STRATEGIC MARKETING OF SOUTHERN BANK  FOR SOUTHERNBANK DEBIT MASTERCARD CARD Part 4: CONCLUSION  I GENERAL INFORMATION I.1 General Information on Southern Bank Southern Bank based in 279 Ly Thuong Kiet - District - Ho Chi Minh City, was founded in 1993 with initial capital of 10 billion Up to now, Southern Bank became a joint stock commercial bank developing strongly, sustainably and create the trust of customers Charter capital of Southern Bank is currently the 3,212.479 billion Vietnam dong, network activity 137 branches, offices and subsidiaries across the country The total assets of the Bank has reached more than 72,159,068 billion Vietnam dong The total number of professional staff of the southern bank is 2000 Officers have undergraduate and postgraduate constitute 93%, regularly trained professional in your own training centre in South Bank Products and services of Southernbank are quite varied and caters for all needs and always upgrade the products and services of quality in order to deliver to customers the best facilities: - Personal customer service: (product loans, savings, account payment, money transfer service); - Enterprise: customer service (the service guarantee, money transfer, payment of deposit, loan products, international payments); - High-tech products including the services: Phone Banking, Internet Banking, Mobile Banking; - Buying and selling gold and Forex trading; - Other services (rental, ATM cards, iron drawer pay services, services Western Union) 1.2 Introduction on The Card Center of Southern Bank (CCSB) The CCSB is a newly born division, establish in 2004 However, the CCSB provided products, services card meet the demand of the trend of the market and the world In particular, recent years, the Southern Bank has released many cards catering to demand of payment of the customers such as: local debit cards; international prepaid cards Southerbank Prepaid MasterCard and Southerbank Debit MasterCard Although, Southern Bank released many strong card products But, to be sustainable development and to promote its core strengths, Southern Bank has identified Southernbank International Debit MasterCard as the core product in development strategies for payment card market Southernbank Debit MasterCard cards is a product of perfect combination of two features: (i) global payment and (ii) using the account balance on the same product Therefore, the customer is fully active and manage their spending Southernbank Debit MasterCard as means of payment replacing cash, appropriate for the customer’s shopping, travel, work and study abroad without carrying cash Besides, Southernbank Debit MasterCard also gives clients with the utility as follow: - Payment of goods/services at more than thirty (30) million points of MasterCard (POS) such as: supermarkets, shops, restaurants, hotels, Airlines Agents, resorts, hospitals, clubs in Vietnam and more than 220 countries around the world; - Easy payment when shopping on internet; - Withdraw money at more than 13,000 ATM simple in Vietnam and millions of ATM logos MasterCard worldwide; - Money in the account card to enjoy preferential interest of Southern Bank II SOWT ANALYSIS AND APPLYING SOWT TO ANALYSE SOUTHERN BANK DEBIT MASTER CARD 2.1 What is SWOT? SWOT analysis (also called the SWOT matrix) is a method of analyzing the strengths, weaknesses, opportunity and threats – Wikipedia, in which: - Strengths: What are advantages of the business? Any resource that is the strength of the businesses? The advantages are usually formed when compared to competitors; - Weaknesses: What are weaknesses of the busines? It is necessary to consider the weak points of the business on the basis of inside and outside; - Opportunities: Basing on the strengths of the businesses seeking out what are business opportunities? Opportunities in the growing trend of the market at present and the future; - Threats: What are challengesthat businesses facing to? The risk from the competition and alternative products What is risk of technological change? 2.2 Analysis on Southern Bank DebitMaster Card Application of SWOT model analysis will help the Southern Bank to review intrinsic elements of Southern Bank DebitMaster Card, include: strengths, weaknesses of that Besides, SOWT analysis also indicates opportunity as well as challenges that Southern Bank Card DebitMaster Card are having to put out marketing strategy suited to the Southern Bank Card DebitMaster Card products S - Strengths - To be a member of the Master Card - To be a member of the payment network of Banknet and Smartlink W – Weaknesses - Southern Bank is a rather new brand on the market of banking and finance - Global payment and use the account - Market segmentation is still limited balance on the same products helping (mainly forcus on the market of Ho customers with fully active and manage Chi Minh City and the Western your spending Provinces) - Strategic shareholder is UOB Bank of Singapor (count for 23% of shareholder) - The value – added services of Southern Bank Card DebitMaster Card is limited - Financial resources and personnel for Southern Bank Card DebitMaster Card still not invested adequately O - Oppotunities T – Threats - As members of the Master Card Union; - Suffer from the big competition Banknet payment and Smartlink will from rivals those have strong brands create opportunities for development and and much experience as: VCB Debit serve customers worldwide MasterCard; Sacombank Debit MasterCard… - Reinforce the confidence of customers - Subject to competition from that help to promote Southern Bank substitute products like: overdraft brand cards; Vista - Southern Bank will approach the high level of management expertise, finance resources and modern technology to develop Southern Bank DebitMaster - Not meet the variaties of customers’ demands - Risk of personnel losing experienced Card - Developing value-added services from the Southern Bank DebitMaster Card such as money transfer for study abroad; currency converter III MARKETING STRETEGY OF SOUTHERN BANK FOR SOUTHERNBANK DEBIT MASTERCARD 3.1 Potential of Vietnam Bank Card market and Target Customers 3.1.1 Potential of Vietnam Bank Card market In Vietnam, the pressure of compettition to provide banking services and the rapid development of information technology, 2010 was the year of "boomming" of banking retail services According to the research results of the market of an American firm Research & Market, the Vietnam card market is evaluated as a leading dynamic market, with the growth of about 18.5% from now to 2014 The number of payment card has increased doubly from 2008 equal to 14.7 million cards up 33 million cards in 2011, more than 12,000 automatic teller machine (ATM) and 50,000 points accept payment by card (POS), in which more than 20 banks deploying Internet Banking, and Banks implimenting Mobile banking at the various levels (according to statistics of the State Bank as of September2011) According to Ms Karolyn Seet, analysis expert of the credit rating Moody's, the credit market retail has much potential to exploit, and the growth of retail banks is expected to reach 30-40% 3.2.2 Target Customers There is an increasing in potential economic market in general and card market in particular and therefore needs of customers also increasingly diversely To be able to offer their card products to customers on a more diversity, Southern Bank should focus on expanding its target customer For Southern Bank DebitMaster Card, Southern Bank has identified the following target groups of customers: - The target groups of customers are foreign company, overseas business; - The group of individual clients are foreigners; - High-income domestic customer groups; - Group of students that are studying abroad 3.2.3 Marketing Mix – Promotions Stretegy for Southern Bank DebitMaster Card With potential market growth can be reached 30-40% in the coming years, according to Ms Karolyn See The opportunity to develop the market for Southern Bank DebitMaster Card is very potential SOWT analysis shows that Southern Bank had strengths to be a member of the Alliance of International Cards, such as Master; Banknet payment, Smartlink and its shareholders, the UOB Bank Singapor has potential of capital and technology However, due to particularity is that Southern Bank is a fairly new brand in the market of bank, therefor Southern Bank DebitMaster Card encountered many difficulties and challenges at present as: limitation of market segmentation; suffer from strong competition from rivals that have strong brands and be experienced as: VCB Debit MasterCard; Sacombank Debit MasterCard To enhance trade promotion strategies (promotions) in the marketing mix will help Southern Bank overcome weaknesses and limit challenges are posed for the Bank Trade promotion/sales support (Promotions): trade promotion/sales support is all activities aimed at ensuring that customers get to know about the Southern Bank DebitMaster Card of Southern Bank, to have a good impression on the card and use the service of the Southern Bank for longterm Due to the Southern Bank is also fairly new brand on the bank and financ market, especially in the North Therefore, tied to trade promotion strategies - Promotions of the Southern Bank is a effective communication stretegy -Communication To implement the strategy of trade promotion (promotions) for the South Bank DebitMaster Card, South Bank need to focus on doing well the work of communications to promote brands and products to pull customers on its products, specifically include the following activities: - Its is need for Southern Bank to invest for advertising, public relations, namely: advertising on television, radio, newspapers, the bulletin on Southern Bank DebitMaster Card to its target customers - Funding for the television and radio channels are public track, especially the target clients, funding for programs for friendly clients - The communication of Southern Bank must ensure interaction, twoway communication between Bank with its customers Banks listening to aspirations and needs of the customers and "tell" to the customer is that the product will satisfy the mind, aspirations Which, then Bank will achieve thoroughly understanding and deeply feeling from the customer for the product and the brand of the Bank IV CONCLUSION To create a place in our customers should have a marketing strategyand product development in the long term Analysis on the result hasseen the advantages and disadvantages of Southern Bank Debit MasterCard Hopefully Bank Board will choose a path for card product 10 REFERENCE 1.http://nif.mof.gov.vn/portal/pls/portal/SHARED_APP.UTILS.print_preview? p_page_url=http%3A%2F%2Fnif.mof.gov.vn%2Fportal%2Fpage%2Fportal %2Fnif %2FNewdetail&p_itemid=57503926&p_siteid=293&p_persid=42972397&p_lang uage=vi 2.http://www.Wikipedia.com 3.Marketing Principles- Philip Kotler- 1996 11 ... the high level of management expertise, finance resources and modern technology to develop Southern Bank DebitMaster - Not meet the variaties of customers’ demands - Risk of personnel losing experienced... businesses? The advantages are usually formed when compared to competitors; - Weaknesses: What are weaknesses of the busines? It is necessary to consider the weak points of the business on the basis... losing experienced Card - Developing value-added services from the Southern Bank DebitMaster Card such as money transfer for study abroad; currency converter III MARKETING STRETEGY OF SOUTHERN BANK