Sample Bank Limited (sbl) Marketing Plan for Golden Years Deposit Accounts

SAMPLE BANK LIMITED

Marketing Town, Business Land

Marketing Plan for Golden Years Deposit Accounts

by

Keith Inniss

Research, Planning and Product Development Department

Submitted in fulfilment of the requirements of the Integrative Project course of the Professional Marketing Program (Institute of Business Land)

Academic Supervisor: Dr. K Marketing

SAMPLE BANK LTD

Marketing Plan for Golden Years Deposit Account

Contents

Executive Summary 2

1. Introduction 3

1.1 Background 3

1.2 Purpose and Objectives 3

2. Analysis of the Environment 4

2.1 External Analysis 4

2.1.1 Macro-environment 5

2.1.1.1 Demographic, Cultural & Social 5

2.1.1.2 Political 5

2.1.1.3 Economic 6

2.1.1.4 Technological 7

2.1.2 Market 7

2.1.3 Competition 8

2.2 Internal Analysis 9

2.2.1 Performance 9

2.2.2 Management and Staff 10

2.2.3 Infrastructure and Delivery 10

2.2.4 Customers 11

3. SWOT Analysis 11

3.1 Opportunities 11

3.2 Threats 13

3.3 Strengths 14

3.4 Weaknesses 16

4. Fundamental Marketing Strategies 17

4.1 Supply Strategies 17

4.2 Demand Strategies 17

4.3 Positioning Strategies 17

4.4 Competition Strategies 18

5. Marketing Mix Strategies 18

5.1 Product 18

5.2 Price 19

5.3