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HSBC Is The Biggest Banking Services In London Marketing Essay

INTRODUCTION

The HSBC group developed from the Hong Kong and Shanghai Banking Corporation Small founded in 1865 in Hong Kong with office buildings in Shanghai, London and a company in SAN FRANCISCO BAY AREA, USA. The business flourished mainly through already founded office buildings in the lenders name until the mid 1950's when it commenced to acquire subsidiaries.

HSBC is world's one of the largest bank and financial services business with headquartered in London, UK. It has generated businesses in Europe, Asia, America, Midsection East and Africa. HSBC holdings were included in UK using its head office in London in 1991. The business proven its international brand name making certain the group's mark became well known across the world. HSBC differentiate its brand from those of its rivals by explaining a unique attribute which differentiate HSBC, namely being, 'The world's local standard bank. ' As on December 2004, its total advantage was appreciated at 660 billion. HSBC handles a worldwide network of more than 10000 office buildings in over 79 countries and 82 state governments. HSBC's 253000 employees can be found mainly in the united kingdom (56000), US (43000), Brazil (28000), Hong Kong (26000), Mexico (20000), and France (14000). The business's shares are exchanged on most of the world's renowned stock exchanges like London, Paris, NY, and Bermuda stock exchange respectively. Among the major tools HSBC uses for functionality on a worldwide level is its use of it. HSBC's e-business programs include internet, interactive TV, PC bank, and telephone banking. It also preserves its private network like intranet and extranet out which HSBC's website attracted 900 million visits in 2004.

The standard bank offers a thorough selection of financial services to personal, commercial, corporate, institutional, investment bank and private bank clients. HSBC has over 100 million personal customers worldwide. HSBC's main businesses are conducted by the Hong Kong and Shanghai Bank Corporation which provides personal, commercial, investment bank and market services in mainland China. HSBC private bank or investment company is the brand name for private bank business carried out by the private banking subsidiaries of the HSBC group worldwide. It offers financial services to high world wide web worth specific and individuals in 70 different locations.

One of the obligations of management system is to employ in company to have the ability to attain the organisational goals. Largely the key goal of this article is to carry out a strategic research of an organisation. In this article, we will use different marketing tools including PESTLE Evaluation and Porter's Five Causes Analysis. This article will also analyse the competition of HSBC using SWOT Evaluation.

LITERATURE REVIEW

Lin and Hsieh (2009) trust on the I-R construction to a great degree and prior empirical research applying to this framework. According to them, the effectiveness of I-R construction is its obviously defined types of international strategy alternatives and subsidiary tasks which is often distinguished plainly from one another. This approach are a good idea to a administrator when clarifying problems related to international strategy however the manager should analyze certain questions before using I-R construction like 1) what type of implications can they attract, 2) does it provide better understanding of the research problems attended to etc. Prahalad (1975), Doz (1976) and Prahalad and Doz (1987) set the basis for wide research on international strategy. Regarding to one classical formulation (Prahalad & Doz, 1987), MNE strategies change with two key elements i. e. integration and responsiveness known as I-R framework. Benito, 2005 proposes that the main of integration is to exploit benefits over the nation while responsiveness concerns the necessity for local occurrence and adaptation and therefore both elements work in other direction. Likewise, Roth and Morrison, 1990 assumes that the main idea of the I-R construction is that companies functioning internationally using one part should balance the need to be attentive to the local needs imposed by authorities and on the other side, should exploit market imperfections scheduled to company's multiple country locations.

I-R platform was at first developed when contingency methods dominated many organisations and management research. Lawrence and Lorsch (1967) suggested that organisational constructions and procedures should be altered to the precise environmental characteristics the company is working in. Organisations that match their inside constructions and process to environmental characteristics can execute much better than those lacking this fit between organisational constructions, refined and environment. Even though contingency approach has lost a lot of the impact it possessed once in organisations and management research, such methods remain generally found in international business. Conversely, Roth and Morrison (1990) suggested that contingency way functions as a general conception of how to comprehend and analyse a phenomenon. The essential part of using such strategy is to identify the accurate dimensions or the characteristics that shoot the relevant environmental measurements and together differentiate between two different categories.

Moreover there is no reasonable way of measuring the two sizes; they have been measured both as makes and responses to makes (Venaik, Midgley & Devinney, 2004). The I-R construction has applications in the study of MNC strategies (e. g. Roth and Morrison, 1990), subsidiary management (e. g. Jarillo and Martinez, 1990) and divestment of overseas subsidiaries (e. g. Benito, 2005) However the major question here's - May be the framework ideal and appropriate in relation to a multitude of international strategy issues? The literatures rarely discuss this issue. Having an recognized platform as a starting point for an empirical study may make things simple in the beginning but on the other side, a very general framework makes it complicated to contribute to theoretical improvement. Lin and Hsieh (2009) claim that: "The I-R framework is the most dominant and strong platform for modelling international strategy at both corporate and subsidiary levels. " But choosing a construction just because it's well accepted doesn't ensure that it is suitable for this research problem.

ANALYSIS/ DISCUSSION

To attain its marketing focuses on, an organisation should develop a set of marketing strategy. The group of marketing strategies that are carried out and used at the same time is talked about as the organisation's marketing program. Most marketing programmes focus on specific marketing mix technical specs and comprises internal controls and types of procedures to guarantee that they are executed effectively. During the process of strategic market planning, an organisation can build up marketing strategies that, when appropriately applied, will contribute to the success of its marketing aims and its overall aims. However Harris (2002) argues that companies working in the financial service market, particularly the big four retail finance institutions viz. HSBC, Barclays, Lloyds TSB as well as the Royal Loan company of Scotland (with its acquisition of Natwest) mainly trust on generic marketing strategies.

Marketing environment causes can leave constraints on an organisation as well as perhaps regulate its overall goals. They also affect the number and mother nature of resources a business can obtain. (Dibb et al. 2001)They are doing generate positive opportunities as well such as internet bank where HSBC and Merrill Lynch created a web bank and investment service, which was turned out profitable for both company's as a whole. (Eppendorfer et al. 2002) Matching to Polito (2005), branding in the common sense is focused on creating unique identities and positions for products and services, therefore differentiating the offers from rivals.

HSBC as said in the end has in recent years gained a wide array of companies across the world and had taken over them completely under its international corporate and business brand with grand success and in surprising short period of time. A solid brand is approximately building and sustaining strong understanding in the heads of customers. This does take time to set up but in the end no-one remembers what the local banks used to be called, and HSBC has managed to copy the brand equities from the attained brands into its own corporate brand collateral. Furthermore, HSBC's brand has facilitated a number of key mergers and acquisitions (as stated above) across the world which has so far reinforced its market occurrence in the banking world (Brand Fund 2000)

A strong corporate brand is no less or even more than the facial skin of the business strategy, representing what the organization aspires at doing and what it wants to be identified for in the market place. The organization brand is the entire umbrella for the organizations' actions and summarizes its perspective, values, personality, placing and image among a great many other elements. Like HSBC has effectively executed a rigorous commercial branding strategy. HSBC apply the same general expression around the globe with a straightforward advertising strategy based on the slogan 'The World's Local Bank'. This ground breaking platform enables the organization to web page link between many social difference and represent many features of the same strategy.

STRATEGIES USED BY HSBC

With the reason to compete efficiently also to achieve competitive advantages, HSBC has had the opportunity to employ different strategies. Among the strategies applied by HSBC is 'Managing for Development' strategy (end of 2003). A strategic plan that supplies HSBC with a blueprint for growth and development for next five years. This strategy is evolutionary and not groundbreaking. The strategy has had the opportunity to determine the talents of the company and sticks to the areas which are in need of further improvement. HSBC focuses on increasing earnings in the permanent at a speed which will position it satisfactorily when assessed with its peer group. It also concentrates on spending its delivery systems, technology, people, and its own brand to maintain the near future value of HSBC as discovered in its comparative currency markets score and total shareholder come back (TSR). HSBC continues focused on benchmarking its performance by contrasting with a peer group.

HSBC has also been able to hire a strategic man resource management which gives rigorous and thorough significance among their employees. Additionally, HSBC also is applicable customer romance management approach in order to maintain good relationships among the mark market on earth. The aim of using CRM is to ensure that the business is always retaining the needs and needs of the customers. By the use of information technology, especially internet, HSBC has been able to reach different customers from across the world and have provided them quality and satisfactory products and services. HSBC also uses proper management to make certain that all their business procedures will allow them to have a competitive benefit in both local and international market. With this, part of these strategy is to do a corporate cultural responsibility which distinguishes its responsibility within the society.

Under "The Managing for Development" plan, eight strategic imperatives were named the key marketing and business approaches for 2004 - 2008. These are:

Brand : Build HSBC and its hexagon image one of the world's leading brands for the client experience and corporate social responsibility

Personal Financial Services : Drive development in key market segments and through proper channels to make HSBC the strongest global player in personal financial services

Consumer Money : Widen the reach of the business to existing customers by using a broader product range and enter into new markets

Commercial Banking : Make the most of HSBC's international customer base through effective relationship management and better product offerings in every the group's market

Corporate, Investment Bank and Market segments : Speed up the progress by boosting capital marketplaces and advisory talents centred on client service in driven industries where HSBC has significant relevance and strength

Private Bank : Help the group's premier value personal clients across the world

People : Draw in, develop and motivate HSBC's employees, satisfying success and rejecting weakness

TSR: Accomplish HSBC's TSR goal by attaining strong competitive performance in getting per talk about and progress and efficiency.

ANALYSIS USING DIFFERENT MARKETING TOOLS

As discussed above, we can analyse HSBC's strategy using different marketing tools. With this view, we will analyse HSBC using PESTLE Research and Porter's Five Pushes Model.

PESTLE ANALYSIS

Political Factors

HSBC banking has been safeguarded by the legislation and policies developed by different government in several countries. The company has had the opportunity to adhere to the policies given by each country federal. Moreover the business also prepares its own safeguard strategies against any governmental limitations and limits.

Economic Factors

Being the world's largest and competitive industry in terms of bank and money, HSBC is thought to have a constant and flourishing economic stability. No matter many dangers that they found in different elements of the planet, the management of HSBC assures that they would be able to exceed such issues and attempts to truly have a superior economic condition.

Social Factors

HSBC has been damaged by the circumstances of the culture they may be functioning in. Besides, HSBC strives harder to ensure that every culture is given equivalent opportunities to take advantages of the resources distributed by the organisation. The business holds on to having excellent reputation on the planet that they belong to.

Technological Factors

The introduction of it and internet comes with an effect on how HSBC has been working before years. HSBC adopted different IT/IS systems and used internet to attain to their customers all over the world and to find out the latest movements in the global business. Aside from these, HSBC also uses facilities that assist them in increasing their productions and functions.

Legal Factors

The regulations and restrictions provided by the federal government, both local and international permit HSBC to become more careful in their business practice. HSBC considers that their activities are legal and looks for to highest prices.

Environmental Factors

If an company will never be in a position to consider the surroundings in their performance, there's a probability of confronting problems within that one modern culture. In this value, HSBC accumulates environmental protection ways of adhere to this worldwide need. Also, HSBC always will try to join within an environmental protection campaign by sponsoring various organisations.

PORTER'S FIVE Makes ANALYSIS

Porter's five makes analysis emphasizes the factors in the exterior environment of your company. These factors be capable of change various organisations in conditions of competing. Because of this, these factors has been referred to as factors that force competition by making sure that the competitive business will be made by the connections of five different factors in a company. By simply taking the perspective of each force, enables the business to include important insight that can make them to do effective strategies to grow their challengers.

Force 1: The Strength of Rivalry

It is said that HSBC has many global competitors viz. Barclays Plc, Citi Group Inc, The Royal Bank of Scotland Plc in the bank and financial sections. The amount of rivalries among these business companies enables HSBC to make use of well-organized ways of sustain its control position in the market. Moreover, HSBC accumulates strategic plans to make certain they can always be the first choice of their customers in bank and finance sectors.

Force 2: The Threat of New Entrants

With the options of having high profits in industry, HSBC is subject to various risks of market entry. The threats of the new entrants can occasionally make or break the organisation like HSBC. In this regard, HSBC has had the opportunity to create some entry obstacles to be sure that their competitive benefits. The company also can be applied strong brand name to ensure that their customers will remain reliable to them.

Force 3: The Risk of Substitutes

HSBC is attentive to its competition who can provide new products and services to the clients in the foreseeable future. The threat these swap products allows the business to work hard and sustain its position in the market. Through the entire strategy of HSBC in focusing on four different customer areas, the company has capable to offer needs of each customer group which minimize the impact of the other alternative products.

Force 4: Buyer Power

The buyer ability is seen to be one of the two key makes which affect the activity of the worthiness ascertained by an organisation. The critical determinants of this force support the size and the client concentration. It could be said that HSBC has been able to cope with their customer successfully which permits the business to attain customer loyalty and contentment. The strategy employed by HSBC enables the business to be the world innovator in banking and financial segment.

Force 5: Supplier Power

The analysis of the force usually targets the significant size and attentiveness of suppliers which is comparative to the competition as well. In addition, it specializes in the scope of differentiation in the materials being supplied. HSBC has the ability to ask for different prices to its concentrate on markets in contract with the variations in the purchase price developed for each and every of the buyers. This typically entails that the audience is reported by high supplier power.

COMPETITIORS ANALYSIS (SWOT ANALYSIS)

Strengths

The advantages of HSBC rival companies comprise the capacity to offer the needs and requirements of different customers all around the globe. Through information technology, rivals of HSBC may surpass the company by utilising all its resources to build up new products or services that'll be attractive for the customers. Additionally, the relationship of big organisation may also be thought to be one of the advantages of HSBC's opponents. The opponents of HSBC may also have power in terms of having influential brand image and secure market leadership.

Weaknesses

One of the weaknesses of the rival companies of HSBC is its shortage for resources to keep their competitive benefit. Furthermore rival companies of HSBC may lack the ability to attain different customers because the distance barriers. Poor management system may also be believed as one of the weaknesses of rivals of HSBC. The rival companies of HSBC can likewise have weaknesses in conditions of experiencing imperfect marketing strategy and brand image. A few rival companies (small enterprises) may have weaknesses in acquiring customers' dedication.

Opportunities

The opportunities of the rival companies of HSBC could include:

Key fruitful and motivating market conditions

Change consistent with regulatory and competitive market environment

Amendments and advancements of scientific features and rises purchasers- suppliers relationship

Threats

Rival companies of HSBC are inspired by different market risks. These threats can include:

Main adverse and unfavourable conditions in an industry's market locations indicating barriers to the business's desire competition position and benefits

The hazards of new entrants (new industries) that may compete successfully in the market

The slow enlargement of the marketplace the industry belongs to

Quick technological improvements and the truth of new better policies and government regulations

Current Bank Communications

[Bank - Campaign - Key Information]

Lloyds TSB

Your life. Your Bank

Cross advertising of financial loans, the tradition of the lender and its services for small businesses

Royal Bank or investment company of Scotland (Natwest)

Another Way

Traditional branch established bank, service and convenience are main themes

Barclays

Fluent in Finance

Finance experts ( prior campaign emphasized size and internet services)

HSBC

The world's local bank

Emphasising their global capability and strength

Abbey National

Because life's complicated enough

One stop financial service supplier

Halifax

Giving you extra

30x the maximum amount of interest as 'big four' PCA (Personal Current Account's)

The slab above demonstrates the newest communication of the major banks in the united kingdom would appear to indicate that HSBC and Barclays are aiming large business customers where as Lloyds TSB is considering small customers and PCA holders. Natwest as well as the Abbey National will be the only banking companies emphasising traditional branch based mostly banking in support of Natwest (merged with the Royal Lender of Scotland) is likely to benefit from this, as it is one of the 'big four'. The Abbey National is unlikely to aid change but is promoting the original model of banking.

CONCLUSION

All in all, it would be meaningful to conclude that HSBC did an unbelievable job in buying its brand name using the hexagon company logo which suggests 'The World's Local Lender. ' It has not only strengthened its customer support and looked after its market talk about at home, but also overseas. Its reasonable, timely and flexible method of acquisition in foreign countries has enabled the business to have a superior understanding of global banking, where by as discussed previously, three quarters of the income generated for the year 2004, derived from its subsidiaries abroad, (BBC 2004). Though it spent almost $2 billion in advertising for the year 2004 worldwide, whereby its market tell view to the bank sector in which it operates, hasn't improved any broader than the prior years' market show. We're able to say that this is a waste of marketing budget, somewhat than squandering money on advertising, the business may do much better by broadening the cash into the areas of production where it's predicted as profitable. Areas such as increased loans and reduced interest payments in countries like Brazil, where success framing is usually applied would be favourable to the group as a whole.

Being the first choice of the banking and financial sectors, HSBC is explained to employ diverse strategies that satisfies market needs and requirements. Research demonstrates that HSBC has grown its competitors because of the strategies that they applied which stick to the existing situation of the marketplace environment. As a whole, it's said that if the business has had the opportunity to decide the best option strategy, there's a larger prospect of becoming world leader in any industry.

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