PHÂN TÍCH SWOT và lập kế HOẠCH MARKETING CHO NGÂN HÀNG HDBANK eNG

PHÂN TÍCH SWOT VÀ LẬP KẾ HOẠCH MARKETING CHO NGÂN HÀNG HDBANK "Selec an enterpirse, SWOT analysys and a part in this mix marketing of this enterprise" Tables of contents I.General information of Hdbank II Analysys of HDBank’s SWOT Strength Weakness Opportunity Threats III Oriented strategy and solution IV Mix promotion strategy OPENNING With the trend of open development and integration of the current economy, the economy in general and Vietnam in particular the banking sector has been a tremendous change Especially in recent years, with the deepening integration of Vietnam into the background than the world economy, the competition in the banking sector will inevitably become more acute To maintain and enhance the position of the enterprise market is a very difficult thing, it requires businesses to have the market access measures in a proactive and willing to deal with any risk, threat , as competitive pressures from the market To this companies must implement business-driven market, according to the customer and marketing operations applied to practical business and production activities in the market, including the construction and completion a constant improvement of marketing-mix with the strategy and specific measures will be the competitive edge tools and effectiveness of business to go to success In the framework of an essay, the author find out the real situation applications Marketing-mix policy in the bank to find out the existence and causes of its limitations in order to offer some solutions to improve Marketing effectiveness of the policy-mix in order to achieve the objective of building HDBank become the leading bank in Vietnam I GENERAL INFORMATION OF HO CHI MINH CITY BANK OF HOUSING DEVELOPMENT JSC (HDBANK) History and development Establishment: HD Bank was established on 04.01.1990, is one of the first joint stock commercial bank in the country with an initial charter capital of billion By the end of 2010, HD Bank has achieved the charter capital of 3,000 billion VND Development strategy: In the trend of integration of banking and financial sector to develop Vietnam and global economic integration, HD Bank has successfully implemented Phase (2009 - 2010) Restructuring Project (2009 - 2012) to HDBank goal of building a retail bank, versatile, access to international standards in management Strengthening financial development of modern technology, building and human resource development firm professional; Providing diverse products, high quality package to meet the satisfactory of all customers Parallel to the construction of retail banking, construction HDBank initial investment banking model to maximize business efficiency of capital Network operation: To March 12/2011 HD Bank has 128 outlets nationwide service, available in most major economic centers of the country such as Vietnam, Hanoi, Danang, Nha Trang and Binh Duong, Can Tho, Long An, Vung Tau, Dong Nai and Nghe An, An Giang, Hai Phong, Dak Lak province, Bac Ninh Legal procedure: All activities were conducted HDBank agreed by the process, Regulation of HDBank, strictly according to law HDBank fully meet the criteria of rapid growth, healthy and sustainability of a joint-stock commercial banks Award achived Merit from prime minister National quality award by the Prime Minister awarded Savings bank best Vietnam 2011 Top 500 enterprises in Vietnam Brand awards of Vietnam Vision, mission, core values Vision: Become a corporate finance activities leading performance in Vietnam, there is an international network and brand are proud to customers in Vietnam use the information Mission: Providing a full range of products and financial services perfectly according to international standards, best meet the diverse needs of customers Core values: - Customer focus; safe operation, efficiency focused, clear and transparent - Human excellence and continuous efforts - Cooperation with development partners - Shared responsibility with the community and society Enterprise culture: One of the factors contributing to the success of HDBank all the way over 20 years is the human factor HDBank proud of the effort to build a professional working environment, friendly bond between the leadership and all the staffs with the "human factor" is central to development All activities are oriented towards customers with the dedication and professional service, maintaining professional ethics, creating the most benefit to customers, shareholders and employees Always desire to learn and lead Always create a new spirit and direction of the community to share with a sense of responsibility Chart of operation II SWOT ANALYSYS M SWOT analysis model is a very useful tool to understanding and making decisions in any situation for any organization does business 4-digit stands for Strengths (strong points), Compliance (weaknesses), Opportunities (opportunities) and Threats (risks), SWOT tool provides a strategic analysis, review and evaluate the position and orientation of a company or of a business plan Suitable SWOT analysis work in groups, are used in business planning, strategy, competitors evaluation, marketing, product development and service Strengths and Compliance is the internal factors of the company Opportunities and Threats are external factors that impact the SWOT analysis of different factors to influence the relative competitiveness of the company Often combined with SWOT PEST (Political, Economic, Social, Technological analysis), model analysis and evaluation of market potential through external factors in terms of political, economic, social and technological SWOT analysis model is the evaluation of the data are arranged in form of SWOT as a logical order to help readers understand and be able to present and discuss to arrive at the decision easier SWOT analyys of HDBank: Strength Weakness Wide network of operation Weak promotion and advertising Understands the market Underdeveloped card service Qualified staff Low scal of equity Diversified retail product Stable customers Chalenge Threats Improving legal Increase in competition Enlist capital & technology Changing laws & regulations monitoring mechanism Coperation and information transparency Deep specialization Technological Innovation and Investment Other chances Osther threats II.1 Strengths - Wide network of operation: The time now HDBank has co128 branches and transaction offices operating across the nuoc.Hoi sochinh in HCM transaction branches spread across the country Hanoi, Da Nang, Hoi An, Binh Duong, Can Tho , Long An, Vung Tau, Dong Nai and Nghe An, An Giang, Hai Phong, Dak Lak province, Bac Ninh HD Bank has a network of branch office transactions meet the requirements of customer transactions, the next time transaction systems continue to be open to meet new customer needs across the country - Understanding market: established early in 1990 so there is a process HDBank long operations on financial markets since 1990 => This should help build credibility for HDBank and the group of loyal customers with products products and services of HDBank - Qualified staffs: Number of employees throughout the system HDBank to 31/12/2011 is calculated on 2,000 people, most of which lacac personnel qualified undergraduate and graduate education (about 80%) => Our team is qualified to HDBank advantages can be applied to the advanced banking technology, thereby building a culture for HDBank - Diversified loan services: The current services include HDBank: - Mobilizing the short - medium - long term by organizations and individuals - Receiving entrusted investment and development of domestic institutions - Loans of State Bank and other credit institutions - Providing short - medium - long term for the organizations and individuals - Discounting of commercial bills, bonds and valuable papers - Contributing capital, joint ventures and purchase of shares under the current law - Provide services between customer payment - To business in foreign currency - To raise capital from overseas - International banking and perform other services related to international banking - Make a money transfer service in Vietnam and foreign countries in various forms, especially Western Union money transfer - Stable customers: Pursuing the goal of serving small and medium enterprises, residential areas, HD Bank has continuously expanded its network and product development is geared toward customers, such as mortgage, car, travel education payments, real estate consultant => This is a solid group of market share as a basis for further development HDBank market prospects in the other II.2 Weakness Weak advertising & marketing - The few forms of promotion, the form of poor branding Marketing activities are mainly soqua award and a promotion for customers - Website of HDBank pretty sketchy, less innovation, not duocchu really matter much The functionality of the site is limited Underconstruction card services - The number of ATMs is very modest HDBank: As of 12.31.2011 the number of ATM machines and purchase of 500 installations were conducted across the country The proportion of customers using the card takes up very little HDBank - The cards, design cards and limited diversity of services not attach much attention - Number of ATMs HDBank still modest compared with some commercial banks with names such as Agribank, BIDV, Vietcombank, Sacombank, East Asia Bank, Low capacity of equity - Charter of HDBank far east 31.12.2011 is 3000 billion II.3 Oportunity Legal improvement - International economic integration to create a driving force reform and reform of U.S banking system Government has and is developing legislation in the banking system to meet the requirements of integration and implementation of commitments to international integration - Decision No 112/2006/QD-TTg dated 24/5/2006 approved the project of developing Vietnam's banking sector till 2010 and orientations to 2020 Facilitating capital & technology advantage - Economic integration thuvon facilitate competition, technology and staff training, promoting the comparative advantages of HD Bank to match the requirements of international competitiveness, expand markets abroad - HDBank learn a lot of experience in banking operations of foreign banks management experience, vuva quality banking products Opportunity to cooperate and exchange information transparency - Open opportunities for exchange and international cooperation between HD Bank and commercial banks in the currency trading activities, proposed measures to strengthen supervision and risk prevention, which raise the prestige and position of the system U.S banks in international transactions Since then, conditional access to foreign investors to business cooperation, increased capital and revenue activities Specialization opportunities in every other field - International integration allows foreign banks to participate in all the banking services in Vietnam forced U.S banks to further specialization of banking, bank management, debt management assets - financial products with & risk management, improved credit quality, improve capital efficiency and service HDBank should promote strong as its retail banking more on the basis of existing customer loyalty Other oportunity - Market opportunities in the country: Vietnam is a country with a young population with 90 million inhabitants, there are 55 million in working age This is a group of potential customers, income, needs storage and use of banking products - Opportunities for team work: The students majoring in finance and banking on a lot, more quality is improved HDBank can take advantage of the resources "gray matter" to further promote the products and services available II.4 Threats The pressure to compete with foreign banks and domestic banks - The opening of financial markets will increase the number of banks with strong financial resources, technology, managerial skills make increasing competitive pressure - Profitability of HDBank lower than the banks in the region, thus limiting the possibility of establishing a reserve fund risk and increase their own capital funds - The banks have now signed on to contribute capital strategy, product offerings services to the large corporations in the country and the banks, foreign financial institutions HD Bank is limited in this area Pressure to improve legislation and monitoring mechanisms, risk management Domestic legal system, institutions, markets are incomplete or not consistent co Bova, inadequate to the requirements of international integration of banking - Economic integration, increased international capital transactions and risks of the banking system, while the mechanisms and management information systems to monitor banks still in its infancy, not in line with international custom Pressure technology improvement, technology & innovation investment activities The hourly change of technology cause technological risks are unavoidable However, in the banking sector, only a small change in the technical system will make a profit doigap repeatedly achieved The U.S commercial banks invest too much in state enterprises, while the majority of enterprises are hierarchical low ranking finance, and the fields are weak competitiveness This is a huge potential risk to the banks Other threats In the integration process, HDBank also strongly influenced by the world financial markets, especially in exchange rates, interest rates, foreign exchange reserves The financial crisis - the economy and its impact on their purchasing power, consumption habits, political, legal, business needs and financial markets in general also influence the challenge keva for small banks HDBank III DEVELOPMENT ORIENTATION 10 HDBank building model of consumer-oriented model - Completing the restructuring program Develop internal governance system with the support of the application, the rules for safe and lawful manner and comply with current regulations - To promote the progress of expanding, improving operational efficiency of the network - Implement the retail banking strategy - Modeling Investment Bank, focusing on capital and business blocks Monetary tool is attached HDBank companies such as securities companies, fund management companies build investment plans finance other enterprises bring high efficiency Diversify the investment model - Develop professional brand, synchronized across the system Brand development to become a strong brand in the financial sector - banks Based on existing strengths, weaknesses exist, opportunities & challenges that may face HDBank, need some solutions to implement business strategy for HDBank To further improve and develop the types of products, especially retaill banking services Solution: To further improve and develop the types of products and services NHBL Specifically, HDBank need to develop three SP groups mobilized against persons include: (i) personal account vacac value-added services such as the statement comes, pay, issue cards (ii) Diversification of savings products, including saving for the future (accumulated savings, welfare savings), savings to consumers, buying a home, automobile, combined with insurance savings (iii) The nature of the product, such as trust services asset management, investment account is opened automatically, capital management services focused products, allowing customers to participate in investment banks to share risks and profits 11 To enhance the promotion mix towards target customer => Solution: HDBank should organize the meeting direct patrons, the business potential to introduce new services or guiding the process is relatively complex operations such as import and export payments Now in these meetings, with the necessary HDBank interviews, inquiries, which proposed the new method more effective, more feasible, on the basis that both customers and banks to understand each other more, promote long-term business relations Besides implement the provision of services such as the complexity of payment L / C, import and export payments, guarantees, banks should serve customers directly through the training team employees are equipped with general knowledge, experience A very important content in the mixed promotion advertising is propaganda HDBank necessary to specify ad targeting, ad scheduling, avoiding work on emotions passive, and must budget for advertising is good quality and perform periodic check ad Building strategic development of retail banking services sustainable HD Bank to provide a model of business-oriented customers to be able to research, understand customer needs and provide appropriate services Is accompanied by formation of executive departments and enforcement NHBL development services, including policy research department customers, products and services research and conducting marketing services, channel management distribution Construction management department and customer classification The department will classify customers based on the construction of specific criteria such as potential and financial potential, qualifications, age, social status From the classification that will enable the management information about customers is more effective Construction of cultural transaction HDBank Customary banking services intangible, pertaining to the subject supply, which can be seen as the bank staff to work directly important HDBank should focus on training bankers on both sides: the professional and trading style, attitude of customer service Specifically: - Officials and employees should have knowledge of financial capacity assessment of individual customers based on basic information about the salary, the amount of payable income tax, personal expenses, the criteria for age, educational level, personal 12 - Officials individual clients have marketing skills and good communication, enthusiastic guide toward KFC customers using the products and services banks provide IV MIX PROMOTION Situation mixture promotion strategy - Advertising: The bank has conducted a lot of advertisements in forms such as newspapers, magazines, television, radio, banners, posters, direct mail, Internet Advertising time HDBank also focus on the holidays, New Year, the anniversary date of establishment of a bank or opening new branches, The focus advertising and advertising content was also initially attracted customers with product image, the bank's services - Promotion Activity: Understanding consumer psychology, always very concerned about the promotions, the bank has launched many different forms of promotion to benefit practical and attractive to consumers as : promotion campaign on ATM transactions at the point, apply tiered interest, gifts to customers in the occasion of opening new offices or recommend products and services Along with that, to attract more customers, the bank has sent officials to the enterprise, the university introduced products, its services, links with universities, other agencies and offices to the ATM at this place and free to students and staff when making cards - Public relations: For years, community activities are part of the development of increasingly HDBank and depth of investment, showing a strong commitment of the Bank to contribute to the development general development of society 2011 was a year marked by many exciting activities HDBank because society, in which HDBank particularly interested in the activities promote study and financing, to help create the intellectual resources for the country HDBank early 2012 was successfully held "HDBank International Chess Championship" (HD Bank International Open Chess Tournament), HDBank desire to create conditions favorable to young people access to modern knowledge of the world Besides the development of educational and charitable activities also HDBank comments in with the enthusiastic participation of all officers and employees In 2011, many movements have been launched to show the spirit of "healthy leaves dum tear leaves" of each member of the collective HDBank for the disadvantaged, 13 such as gift-giving program for the elderly in hospital Vincent nursing; eye surgery program for poor patients in Nghe An, Active participation in social activities, demonstrating the spirit of mutual love is the beauty of traditional collective HDBank staff for many years to build These activities will go hand in hand with business activities of HDBank, forming the core culture of the brand HDBank - Bank credibility, trust and are accountable to the community However, the advertising activities of the bank still has not really effective Are often ad yet, still less should not explain the full value of these and additional product offerings to customers Besides, meeting customer's branch focuses on large customers, traditional customers, miss prospect Solutions for promotion strategy in the future mix of HDBank Enhanced promotional: Advertising is the promotion of activities provide information about bank customers, banks create images of your consumers Bank has made this operation quite well in recent times but this activity is to try to attract more customers Can apply the following measures: - This form of advertising promotion can be applied such as: customer conference, seminar each group of customers - Increase advertising activities: Issuance of a lease expenses for research to build an advertising program can use regular advertising on mass media: press the press, radio radio ward The content of advertising is mainly generated image of the bank and introduce basic operations of the bank - Need to work effectively on mass advertising to people and businesses However, to avoid ads with the content and form are not impressive, not perform regular tests, such as advertising on the market today should follow the principle: Define the advertising goals, to design planning of the advertising program, avoid passive type as the emotional, financial preparation for fund advertising, avoiding superficial advertising, performance advertising regularly check Policies promoting products and customer relations Marketing policy 14 Indirect marketing is based on the Bank's customers through improved procedures, quick time, advances in communication style to introduce customers to the customers The bank should make appropriate marketing solutions: - Development brochure, send a message about card products to bank customers or potential customers - Added a newspaper or television - To introduce programs, advocacy and service products before putting new products and services into the market, focused on providing customer service director, general manager, the company joint ventures, private companies and employees of businesses currently a customer of HDBank Customer Policies: Banks need to develop promotions and consistent customer care: Strengthening the implementation of activities to promote customer-oriented objectives - Segmentation and identification of customers is the target customer, traditional customers and potential customers - Regular customer surveys on product quality and service provision - Organization of promotions increase sales and customer network development: gift cards or gift additional quota for guest use free of charge or transaction - Increase to the new service, utility customers - Organize rewards program for customers using the bank card - Giving presents to its customers at the holidays - Coordinate with other strategic partners hold a customer conference SalesPromotion: This is a simple operation, low cost but effective Using tools such as through printed materials: Introduction to service customers all the time and place, the basic procedure, the room charge and has a transaction fee in it Create a comfortable environment convenient transaction CustomerRelations: To organize seminars, meetings with customers, especially those customers are large 15 enterprises, traditional customers To make introduction of new services or business process guidance The results of these discussions will help direct customers and HDBank understand each other, forge lasting business relations When building plans, research department should have the participation of the parts made for rolling out close to reality In contrast, parts made in the implementation plan will collect real information, are difficult to implement and provides research department to fulfill the plan Perform strengthening relationships with the public: Strengthening the relationship between bank customers increasingly consolidated and have close links The two sides will understand each other better and exploit information to meet customer requirements in time Banks often have the introduction of improved operations, new operations and have specific guidelines for its operations Strengthen the implementation of promotion and propagation of the bank's image with existing customers, with other organizations and associations prospects CONCLUSION 2012 will be a key year, accelerating the complete program structure, risk management capabilities and business policies to strengthen the capacity, to maintain sustainable development Business Plan 2012 with the preferred orientation is consolidate systems, upgrading a step surveillance system and liquidity risk management, ensuring secure sustainable growth Create a breakthrough in the retail banking strategy synchronously on selected key areas The expansion of customer base through marketing programs, sales promotion set the stage for the further promotion of the development strategy in the coming years, creating effective business operations for banks and value for shareholders in the future Thus, with the implementation of successful business plan in 2011 under the long-term strategic direction set out, HDBank to reach: - A bank is committed to the highest benefit to the customer - A bank sale Popular with retail facilities, synchronous, packet in the provincial cities of Vietnam - A bank customer's individual policy and the mainstream products and services stand out REFERENCE http://www.hdbank.com.vn/ Marketing textbook – NEU 16 ... sector - banks Based on existing strengths, weaknesses exist, opportunities & challenges that may face HDBank, need some solutions to implement business strategy for HDBank To further improve and develop... operation II SWOT ANALYSYS M SWOT analysis model is a very useful tool to understanding and making decisions in any situation for any organization does business 4-digit stands for Strengths (strong... evaluation, marketing, product development and service Strengths and Compliance is the internal factors of the company Opportunities and Threats are external factors that impact the SWOT analysis