Phân tích SWOT và đề xuất kế hoạch marketing tại phòng GD ngân hàng ABBANK e

Phân tích SWOT đề xuất kế hoạch marketing phòng GD ngân hàng ABBANK Quan Thanh transaction office-An Binh Bank Hanoi branch is located at188/5Quan Thanh, Ba Dinh district, Hanoi This location is quite convenient,the North borders Tay Ho district, the Northeastern borders Cau Giay district, the East borders Dong Da district, the South borders Hoan Kiem district and the west borders Long Bien and Tu Liem district This area is of high intellectual standard, good economic growth and developed socio-culture with a concentration of many State agencies Over more than one year of operation, staffs of the transaction office has been continuously learning to enhance their competence incontacting business activitiesof the office The major tasks of Quan Thanh transaction office in 2012 are to continue completing, stabilizing the organization, increase business targets, advertise and promote ABBANK brand in the locality Accordingly, the transaction office has determined its business strategies in 2012 and in the future as follows: Competition positionofABBANK: 1.1.ABBANKexistingproducts: *Enterpriseproducts:  Lendingsmall and mediumenterprises(SMEs), having more flexible interest rates,fees, terms and conditions to ensure loans forthis group of customers  Support the import ofsuch big itemsasequipment, steel, consumergoodsand materialsto increase theInternational payment charges  Products mobilizing transfer capitalandrestructure capitalto make it more stable such as increasing theamountof deposit account, increasingforeign currencydeposits, increasedmedium- term and long-term deposit, ensuring capital for the steady development  IncreasedepositsfromotherinstitutionsexceptEVN such as insurance, foreign capitalreceiving organizations, etc  Bestresponseto customersusingfinancialproducts and servicesfor enterprises such asfinancial consultation, investment consultation, foreign exchange, BSMS, eBanking, internetbanking, etc *Theindividual products  Asset secured loanssuch asYouhouse, Youshop, Youcar, etc  Productsmobilizing accumulated capitalalong withinsurance,privatefund mobilizationto increase theidle cashfrom residents  Accounts for salary payment throughABBANK  Implementpayment through cards 1.2Customer analysis andcustomer segment: *Customer Analysis: Quan Thanhtransaction office islocated inBa Dinh district, theCentralDistrictofHanoi witha total area of9,248km2, including 14Wards, more than 55,000householdswith a population of232,000peopleand thepopulation densityof24,360people/m2 Mallsare mainlylocatedinthe streets: Hang Than, Quan Thanh,PhanDinh Phung, Ly Nam De, Nguyen Truong, KimMa,Ngoc Khanh, Dong Xuan market,etc concentrating many people, private businesshouseholds, commercialenterprisesandadministrative agencies In 2012,according tosurvey andassessment oftheoffice,consumption andincome of residents willdecrease in comparisonwith that in 2011,due to impactsofthe global financialcrisis, high inflationin 2011 andriskofdeflationin2012.Furthermore, the significant fluctuation of the real estateandstock market results in the decrease of bank’s credit status thatwillaffectthe growth ofenterprises andprivate businesshouseholds Therefore,private businesshouseholds and enterprises willlook for commercial banks meeting their demands *Customer segment: The currenttarget customergroupsofQuan Thanhtransaction office include: individual customers– private business households, import- export enterprises, service SMEs, large financial enterprises, insurancecompanies, etc Recognizingthis segment, the transaction officewill identify target customersand make suitable marketingplans to approach, understand the customers’ demands to sell, consult suitable products and servicesto eachcustomer group, take care of customers as well as improve and perfect productsandpackageproducts and servicesforthis customer group Competitors: According to the marketassessment, competitors among joint-stock commercial banks that are better than ABBANKinclude:ACB, Sacombank, East AsiaBank,VP Bank, VIBank, Mbank, etc These are more experienced and prestigious competitorsthanABBANK 2.1InternalCapacity: Quan Thanh transaction office is located in an area with a quite large number of enterprises, financial institutionswithfiercecompetition The office isequipped withsufficient and modernfacilitieswithascaleof a moderntransaction office with goodfrontand spaceto serve customers A cadre of young and dynamic staffs and leaders who are mostlyexperiencedand skillful inbanking The transaction office also has qualifiedmanagers, dynamic and enthusiastic salespeople, customer oriented business model withone door transaction basing onT24coresoftware The currentpersonnel of theofficetotals 09, half of which are business staff Diversified and flexible financial products and services to meet all customers’ demands The office has operated for more than year with a good foundation of customers and operation scale and effective business 2.2 SWOT analysis * Strengths: + Locatedin the central districtof the capital with many opportunitiesto exploitanddevelop a wide range of products +ABBANKbrandhas graduallybuilt up in the market +Thereisa strategic shareholderof the Vietnam ElectricityGroup(EVN) andthe largest bankof Malaysia(Maybank) +Diversified and flexibleproducts and services that always meetthe customers’ needs +Management system of T24 core softwarehelpsABBANKmanage all of itsactivities.T24 system makes ABBANKbe able to deploy retail productsandcrossselling + Young, dynamic staff experienced infinancial and bankingsector * Weaknesses: +The transaction office has operated in the area shortly resulting in a limited number ofcustomers Direct competitionwithcommercial joint-stock banksoperating for a long timeinthe area +Has not approached and promoted the relationshipwiththeadministrative agencies and import- export enterprises in the area +Has not approached andpromotedrelationship with multi-service enterprises +The competence of personnel is not equal + Inspire of good infrastructure, the location of the transaction office is not convenient for customers * Threats: +Compete withotherjoint-stock commercialbanks, Statebanksoperating for the long time in the area +Bankingmarket isaffected bythe difficulties of theglobalfinancial crisisandthemacro financial administrationof the Government +Customers’needsare always changing andtend to increase + It is always requested to controland provideuseful servicesto customers * Opportunities: +Exploit useful and safefinancial servicesaccording tomarket segment + Safely develop groups of productsuitable to eachcustomer group + Develop accompanyingservicesto ensurebusiness efficiency, sustainable growthandriskcontrol 3.Assessmentof businessperformancein 2011ofQuan Thanh transaction office: After more than1year of operation, the transaction office has09people: head, control, Tellers, credit manager, customer relation staffs It is expected that, the total assets ofthe office in the late 2008is VND 66billion,total capitalis VND 65billion, outstandingloan isVND 50 billion,accumulated pre-tax incomeisVND 1.111billion.Quan Thanhtransaction office isoutperforming the profit target assigned bytheBoard of DirectorsofHanoi branch Withthe strong effortsof alloffice’s staff along withthe support of Hanoibranch, relevant departments, the business resultsof theoffice is rather positive 4.Strategic goalsandspecific implementation planin 2012: ABBANKQuan Thanhis aimingto becomeone of five leading banksinthe district withdiversified and professional activities and capability ofcompeting withlocal and internationalbanksin the area +To expandoperationand improveservice quality +To buildastablecustomer base Safely developwitha major proportion of customersspecialized inimport and export, SMEs, theindividual customerswitha stablesource of income-focus oncustomers working forjoint ventures and foreign companies +Developa qualified, strong and professional human resource, able tomeet theexpansionrequirements +Improvebusiness efficiency, increase service revenue with an emphasis on thecustomerhavingimport and export payment of at least 10%of total revenue 4.1Implementthe business plan: a.Operation scaleandorganization +Regarding human resources:The expected HR includes13 people, including: 1head, deputy head, control, Tellers, CRO, credit manager, cashier, 05 customer relation staff + Concerning competence: focus on import- export enterprises, private business households + Concerning organization: b HR, recruitment and training: * Recruitment + The transaction office is planned to recruit new employees in 2009 including: CRO, customer relation staff, 01 deputy head and 01 cashier * Training: +Organize regulartraining courseson products,competence, and training on the basis of planned programs and arising actualneeds +Officials and employees fully participate training courses on banking competence organized byHOandbranch c Business marketingplan: * Forproducts served for individual customers: marketing strategyis in the line ofmarket segment, featuresof services and products Due to the service using objects, Quan Thanh transaction office pays attention to developing productsof low risk and bringing many servicesto the bankssuch as: YouCar,YouShop, YouShopPlus, YouHome,YouStudy, etc * Forenterpriseproducts: Quan Thanh transaction office focuses onenterprisesspecialized ingarmentexport; computer software; enterprisesimporting and doing business inPharmaceutics, etc -Direct marketing to import- export enterprises in the area, insmall and mediumindustrial zonesin Hanoi - Assign specific targetsand tasksto eachcustomerrelation staffresponsible forestablishing andmaintaininggood relationship withenterprises based on long-term relationship target d Products and services: * Enterprise products: -Loans: +Additionalloansfor working capital: focus on customers in SMEs, customers specialized ingarment and footwear import- export Enterprises specialized in pharmaceutics andInformatics- Telecommunications + Mediumand long-term loans: Focus oncustomers ofEVN, enterprisesspecializedin import and export that are planning to enlarge theirfactory premises, investing to buy equipment *Individual products: -Loans: +Short-term loans: With productssuch asYouShop, YouShopPlus, etc The transaction office focuses ontargetcustomersofindividualhouseholds specialized inessentialconsumer goods with astable cash flowandgoodcollateral,private enterprisesof good financial and legal capacity +Mediumand long-term loans: With productslike YouCar,HouseYou, YouShop, YouHousePlus,etc The transaction office focuses on targetcustomerswho are working injoint-venture andforeign companies with a stablemonthlyincome -Promotingproduct: short and medium-termdeposit account, certificatesof deposit,payment accounts, etc inVNDandUSD -Card products: Promotecross-sellingof YouCarproductaccompanied withcredit, EVNcontractors, wire transferpayment -Productsof payment: Local and international transferpayment -Other products and services:underwriting, foreign exchange, paymentintermediaries, etc e Specificaction plan: *Credit: -Enterprise credit: Quan Thanh transaction office focuses on the deployment of some fields as follows Field Orientation Electricityandpowercontractors Pharmaceuticals Growth Foodand beverage Technology- Telecommunications- Informatics Exporttextile Car import and trading Selected High-rank office trading (type B upwards), etc +Base oncustomer orientation: selectivegrowth, risk control +Assign monthlytargetsto eachcustomer relationstaffincluding: credit, guarantee and service collection, international payments, capital mobilization, cards, etc *Mobilization: -Regularly updateinformation of transacting customers toregularly sendSMS, call toinformcustomers with new programs, call to happy birthday, regular careand award giftsinspecial days -Do monthly market survey around theHoeNhai, ChauLong Makert, PhanDinh Phung to recognize consumption demands, product usageofresidential areas surrounding the transaction office - Expand and develop market throughtheexisting customers, promote the friendly image of ABBANKQuan Thanh,thereby findingnew customerson the basis of existing customers -Assign specific monthly targets to each customer relation staff * Services: - Focus oncustomer groupshaving a wide range of import-export services, EVN Contractors, two objectsusinga lot of international payment and guarantee services Moreover,expand account relatedservicesto increase the paymentdeposit resources andservice charges f Operationplan: * BusinessSupport: -Customer serving transactions: +Develop andstrength"salesandcustomer service" culture +Office staffis alwayswarm, enthusiastic and friendly with customers + Style: fast,warm, enthusiastic, etc welcome customers to the transaction office +Friendly and honest inall transactions - Accounting: +Fluently useT24software, Microsoft office, etc +Well cooperate withCredit managementdepartment +Enhance the role ofcontrolling allactivitiesat the counter -Thetreasuryservices: + Ensureproper, sufficient and valuable documentin money delivery +Keep the bookscarefully.Bundlemoney in a careful manner -Administrativework: +Have a book to monitor official documents and manage assets in a proper manner + Manage assets, working tools Provide staffs with suitable tools in a timely and sufficient manner to ensure their activities + Follow labor disciplines - Facilities preparation: + Provide equipment essential for the transaction office’s activities to create a good image of An Binh Bank, create sympathy for the customers - Others: + Regularly hold healthy collective meetings to improve working spirit of 10 employees + Response and fully participate all emulation activities organized by ABBANK + Monthly vote for individuals, groups to have rewards at the transaction office level Building corporate culture: - Develop culture and teamwork spirit, action team - Regularly maintain team activities at the transaction office at least once a month, organize business meeting for the whole office once a month among customer relation staff, head and control - Implement and complete business plans - Organize birthday celebration and award birthday gifts for employees working in the transaction office, holidays - Regularly visit, award gifts for relatives of employees working in the transaction office - Maintain monthly competition movement and reward individuals and groups excellent in business, developing the transaction office, working styles, etc Implement the business plan: - Assign targets to each staff and monitor the deployment plan - Organize monthly meeting to make business plan in the orientation guided by Hanoi branch and HO - At the beginning of each week, organize meetings between business people, organize monthly meeting for all staff of the transaction office to assess weekly, monthly activities;set forth specific targets and schedule to ensure the right direction, and effectiveness of the business - Consider target assignment a management tool to measure and evaluate each expert, staff Above is the business plan in 2012 and next years of Quan Thanh transaction 11 office This plan has been discussed by all of the transaction office’s staff to reach agreement During the implementation, the plan will surely be changed due to objective and subjective reasons and the transaction office will closely monitor to have suitable resolutions 12 ... cooperate withCredit managementdepartment +Enhance the role ofcontrolling allactivitiesat the counter -Thetreasuryservices: + Ensureproper, sufficient and valuable documentin money delivery +Keep... professional human resource, able tomeet theexpansionrequirements +Improvebusiness efficiency, increase service revenue with an emphasis on thecustomerhavingimport and export payment of at least... targets and schedule to ensure the right direction, and effectiveness of the business - Consider target assignment a management tool to measure and evaluate each expert, staff Above is the business