Welcome to Scribd, the world's digital library. Read, publish, and share books and documents. See more
Download
Standard view
Full view
of .
Look up keyword
Like this
2Activity
0 of .
Results for:
No results containing your search query
P. 1
First Direct Marketing Plan

First Direct Marketing Plan

Ratings: (0)|Views: 457 |Likes:
Published by cocoxiaoran
first direct is the first phone banking in UK. it belongs to HSBC Group. this is strategy marketing plan for first direct
first direct is the first phone banking in UK. it belongs to HSBC Group. this is strategy marketing plan for first direct

More info:

Published by: cocoxiaoran on Jul 25, 2010
Copyright:Attribution Non-commercial

Availability:

Read on Scribd mobile: iPhone, iPad and Android.
download as PDF, TXT or read online from Scribd
See more
See less

10/25/2012

pdf

text

original

 
 
First DirectStrategic Marketing Plan
MARK6024 Advance Marketing StrategyTake Home Final Exam Assignment Semester 1 (T1B) 20108 June 2010Presented by:Yang Liu3303788
 
 
E
XECUTIVE
S
UMMARY
This strategic marketing plan is to identify the strategic orientation and development marketing plan to realisethe mission and objectives for First Direct.
I. MISSSION AND OBJECTIVES
First Direct wants to know how much of the market will gravitate and could even supplant its parent HSBCamong the Big Four in United Kingdom as their new mission. To achieve those they have to maintain highcustomer satisfaction and recommendation rating, increase market share and realise revenue growth.
II. SITUATION ANALYSIS
In macro environment, the global financial crisishas been influencing the entire economy of UK. Customerspending, investment and savings have been changed by the global financial crisis, most negatively.However, PWC (2010) points out that people should see gradual upturn in business investment growth in2011 by UK Economic Outlook Report of PWC.In micro environment, First Direct competes with four big bank and some direct competitors. However theircustomer-orientation strategy makes them distinctive.
III. TARGET SGEMENTS
Primary target segments are experienced business owners and high income workers.Secondary target segments are business starters and mid income workers.
IV. MARKETING STARTEGIES
Referring to the market map and Ansoff’s product market growth matrix,
the marketing strategy should focuson seeking revenue growth and offering new service/product to existing customers and new customers.
V. FINAL RECOMMENDATIONS
The final recommendations are focusing growth young affluent customers including business owners andhigh income workers. Providing customisation and personalisation product and service will realise revenuegrowth and then achieve market share increase.
 
 
First Direct Strategic Marketing Plan page 3
Contents

Activity (2)

You've already reviewed this. Edit your review.
1 thousand reads
1 hundred reads

You're Reading a Free Preview

Download
scribd
/*********** DO NOT ALTER ANYTHING BELOW THIS LINE ! ************/ var s_code=s.t();if(s_code)document.write(s_code)//-->