1. What have been the key success factors for HSBC?
. Advertising campaigns that illustrate HSBC’s local connection to the
countries andmarkets that they are doing business.
b. HSBC’s success rests on its ability to understand the local markets and
niche marketsin the countries that they reside.
2. Where is HSBC vulnerable? What should it watch out for?
a. It must continue to understand the local market and to continue to make the
“connection” with local communities.
b.Rapid changes to their target markets (demographic changes, psychological changes,etc.) in the local and national levels.
3. What recommendations would you make to senior marketing executives goingforward? What should they be sure to do with its marketing?
a. Do not get complacent or overly comfortable with their successes. Avoid becoming
“big” for “bigness sake.”
b. Continue to capitalize on niche markets, local connections to the communities, andcontinue to investigate the marketing forces of their markets on an individual basis. Do
not try to create “generalizations” for
the sake of internal efficiencies.