1.

Benefits:
- Help HSBC attract huge customers in different global markets that
would also enhance its financial earnings and related strength and
ensure its financial success in the banking industry
Risks:
- Requiring huge financial budgets to conduct financial activities in a
global market => Reduces profitability. For example, in Malaysia,
HSBC offered a “smart card” and no-frills credit cards to the
underserved student segment and targeted high-value customers with
special “Premium Center” but this has negative impact on
profitability.
- Differences in culture => HSBC could face the negative and
irrespective behavior from the side of consumers

2. Evaluate HSBC’s recent business and marketing Shift:

- HSBC’s recent business:
+ by the early 21st century, it was the second- largest bank in the world.
+ HSBC has successfully grown its business under a single global brand
+ HSBC is World’s Local Bank which has ability to connect other
countries
+ Create strategic shift in its branding efforts by solidating in
underperforming markets and investing in growth markets and businesses
- HSBC’s marketing shift:
+ ‘Different values’ campaign => print advertisement showed the same
picture three times with a different interpretation in each => offer values,
different perspectives
+ focused much of its advertising in airports but also sponsors more than
250 cultural and sporting events, with a special concentration on helping
youth, growing education, and embracing communities => allow company
to learn from different people and cultures around the world.