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The Competitive Landscape In The Banking Industry Marketing Essay

Content
  1. Altering the Rules of Competition
  2. From Capital Requirements to Knowledge Requirements
  3. Brand Building
  4. Customer Segmentation and Relationship
  1. From Access In Distribution Programs to Amiss to Customers
  2. From Regulated Authorities Policy It is Unregulated Global Market
  3. Global competition
  4. The New Delivery Systems
  5. New Marketing Opportunities:
  6. Citibank is a U. S. centered commercial loan company, it was initially integrated in 1812 as the town Bank of NY. Citibank is headquartered in Las Vegas, Nevada, US. The bank offers mortgage lending, consumer financing, retail bank service and products, investment banking, trade money, cash management, commercial bank and e-commerce services, and private financing products. Citigroup, Inc is the parent company of Citibank. It offers credit cards, first deposit accounts and loans to consumers and small companies, and uses its father or mother company's depth of financial solutions by also offering investment and insurance products. The lender mainly operates in America, UK, Asia, Middle East, and Africa including the Japan, US, Hong Kong, China, India, Singapore and the Philippines
  7. Porter's Five make Model:
  8. Availability of Substitutes
  9. Rivalry among existing firms
  10. There are tons of competitors among various finance institutions. There are a variety of general public and personal bankers which are offering products and service on competitive prices. Rak standard bank was awarded as the best loan provider for the entire year. There are several other Islmic banking institutions which are suggested by the people there. NBAD, HSBC, RAK Standard bank, Loyalds TSB standard bank, Dubai Lender, RBS etc are the few competitors of Citibank. The a lot of competitors among these finance institutions gives go up to the down sides which the challenger bank have to handle. The opponents among various bankers boosts the changing of the customers from one banks's product to the other.
  11. Threat of new entrants
  12. The banking industry of any land has always likelihood of expansion and competition, so many new lenders enter and from the market. Mostly banks step in the developing nations for growing their divisions. But as global financial recession recently, the risk of new newcomers is limited.
  13. Power of buyer
  14. Bargaining ability of a customer is low where the products alternatives are not available and clients are more in number. In case there is banks there are several other bank intermediaries and banks, having wide assortment, so power of buyer in banking industry is high. The bank can not push any consumer to choose the preferred product because this directly effects its reputation, but can persuade its clients by providing them special rewards or special discounts.
  15. Bargaining ability of suppliers
More...

We are surviving in the 21st century, everything is revolving round the internet and technology, and its own all about embracing the convergence. This explosion of the internet and technology has impacted on everything, and its own altering the bank industry as well, from branch banking companies and papers to networked and digitized bank services, it has already made its way in, but over all, the bank industry is still desperate for a solution for the rapidly changing environment. The main of the problem is that a lot of banking executives remain not prepared to start to see the real impact of the web age and take action accordingly, few influences of the internet and technology are reviewed below,

Altering the Rules of Competition

Today, due to internet dissolving the difference of how big is the businesses, thus letting small company get to establish the competitive plan and get the advantage. Physical procedures are being changed by exclusive, and virtual conditions are being created, sooner or later you have to enter the forex market, to keep up with the marketplace trend. The sole difference is whether you'll go by your own rules or follow the ones created by others. Internet representation, and online outlets, if performed correctly, can provide the power to one, to set its own rules for your competition.

From Capital Requirements to Knowledge Requirements

Traditionally, absence of funds, has dished up as a hurdle to access into any particular industry. It has been particularly true in the banking sector. Today, increasing financings of the company is perhaps the one of the least problems, a corporation struggles with. Investors know that inexpensive techniques of variant are no more an organization's key asset, its past background, its brand - or anything. Shareholders today foresee and are thinking about company's knowledge. A large network system, financial muscle and an enormous work power may not seem to own the maximum amount of importance, as before.

Brand Building

The last two decades, saw a huge give attention to the development of manufacturers, and brand building as a differentiation means, thus allowing service providers, banks for illustration, to set-up brand understanding among the clients for their devotion on the brand (Czerniawska & Potter, 1998). Consequently, multi-million dollars of investment were exclusively done on the introduction of the image of the brand. Already on the web, there are organizations accomplishing as "informers" or experts, who help possible buyers go for the best option, thus making the customers independent, rather than be misled by the image created by the brand, and make more conscious decisions when going for a purchase.

Customer Segmentation and Relationship

With the help of the web a bank can aim for specific market online and provide them product information, customized webpages and services, and other data for just about any consumer, when they access the company's site. In short, the battlefield has evolved, today it is brand or product variation, and focus on the most profitable clients, and keep the customer relationships and support the best, for the long term profitability.

From Access In Distribution Programs to Amiss to Customers

In the 1980s and early on 90s, one of the key regions of competition was to have the best distribution sites to be sure that products/services offered by the bank could be sent to customers (Czerniawska & Potter, 1998). Lenders used to get seriously and it was one of the main concerns too, to have the best located area of the outlet, and build-up their network. However, with the arrival of the Internet such resources have grown to be less relevant. Today the customer feels simpler heading online and access the their bank-account rather than to visit a physical branch.

From Regulated Authorities Policy It is Unregulated Global Market

It is thought that regulatory and legal restrictions, other styles of hurdle to gain access to determined by Portia, be reduced because of the Internet. For instance, in the United States, new opportunities for the banks were created, when the action of branching efficiency or the Rigles Neal Action of 1994 was exceeded. This Charge allows banks, to become the full service financial institutions and providers (Kalakota & Whinston, 1997). Obviously, this change is both a risk and a chance since the limitations that have ceased some from coming into an industry have also restricted the regional development of others.

Global competition

The erosion of restrictions because of the Internet has accelerated the craze towards global competition. Citibank has came into the Japanese market successfully using its web-based solution. Similarly, The Royal lender of Canada made its way in to the US market with the help of the internet, by digital banks.

In conclusion, the internet is globalizing the bank industry, the battlefield is growing across the internet, attracting new customers and discovering unique services and products which weren't possible before are needed of that time period today.

Question 2: Provide an analysis of the resources and capabilities a typical standard bank needs to have to be able to contend in this environment dominated by the internet and online banking. (500 words)

Customer service is the key to survival of any bank or investment company. Customer commitment and commitment is directly proportional to client convenience, personalized services and impressive offers and products. In the 1970's and 1980's, bankers were marketing to a era raised on an old style of banking: personal service at a lender. They were uncomfortable with programmed services, and were frightened to use computers. So, to truly have a physical branch office close by was convenience and rest. Today, in a bank relationship, individual assistance and convenience are still the key aspects, nevertheless they are described in a different way. Clients still want the bank to be always a lender who 'recognizes' them, and bank the one, they 'know', nevertheless they do not really need to go to the bank.

Today, customers are not fearful of computer techniques and technology; they admit them. Comfort does their bank whenever and wherever they want. They are actually relaxed with pcs and other devices. They predict quick, effective, and exact assistance. And the only path to reach your goals, is to provide the immediate, quality assistance that clients demand, and that the competitors provides, is through rigorous use of the most innovative and upfront technology and through good people trained in the utilization of these technological innovations. For all these factors, the finance institutions keep modifying its delivery systems.

The New Delivery Systems

The increasing price of creating brick-and-mortar divisions, and lowering price of pc systems, slow income expansion and high delivery costs force a relook at the original delivery systems. Furthermore, growing comfort of technology use by the client is quickly promoting use online bank for daily orders.

The new focus of the banking companies today is, that the branch be considered a place of a wide range of alternatives like customer assistance kiosks, telebanking, remote electronic banking and ATMs, not only a high cost transfer hub.

New Marketing Opportunities:

The new technology and its own products are expensive, therefore, banking companies need to utilize better and do more with the new technology than to just provide information and alternatives. Banks have to also market and sell financial dedication products, insurance plan to get a better come back upon this investment. Telebanking may bring financial solutions to the home, particularly if these are cost-effective screen cell phones. By recognizing how much interest the client conveys, the lender can market stock and insurance quotations. Interactive clips are a fresh technology advancement that banks can market their products with, and maintain personal connection with your client while still reducing the expense of services. An expert worker is not needed in each branch with the interactive training video, open up brokerage accounts, complex life insurance coverage products, personalized product situations can be accessible were required. The interactive video clips will be affordable. For banking institutions, the internet is an unique way to attain to customers beyond your normal consumer bottom part of a section. Banks need to stay conscious of the customer's need for new solutions and strategies and make sure they are available before others do.

Question 3: The authors argue that one theories and ideas used to key for competitive edge in the traditional business environments are no longer important in this new period of internet dominant environment. Explain. (500 words).

As due to the introduction of Internet technology, greater banks no longer gain an advantage based on the economics of size that these were able to achieve in the past. Physical size and bureaucratic organizational framework often means high operating costs. as well as inefficient and limited degrees of flexibility.

Traditionally, insufficient money has acted as a barrier to accessibility into any particular market (Porter, 1979). This has been particularly true in the bank sector. Today, increasing finance is perhaps the least trial facing a business. Investors recognize that an organization's key property is not its economies of scale, its past background, its brand - or any or the other trump credit cards. What investors are interested in and expect is the organization's knowledge. Financial muscle, a huge labour pressure, and a big branch network may seem to have become less important.

With the internet banking, bricks, mortar and physical networks are no more required. Such a shift has substantially decreased the traditional barrier to accessibility. Internet banking shifts the competitive guidelines by levelling the participating in field of large and small bankers and reduces importance of issues such as physical distance and location. In today's banking environment, the processing of large physical branch network could very well be no longer a serious competitive benefits or primary matter for customer selecting a bank.

From gatekeeper to gateway. Within the old gatekeeper model the lender functioned as an inhibiting distributor that limited the customer's product options. Now in the new gateway model, the lender functions as a versatile intermediary that provides access to an entire spectrum of products and delivery stations. In other words, the bank functions as a gateway, and provides its customers with access to value added services with normal services all over the world.

Today, Internet escalates the bargaining power of buyers. The greater products that become standardized and undifferentiated, the low the turning cost, and hence more power is yielded to purchasers. As more newbies are entering the industry, banking customers are facing more alternatives that rises their bargaining electricity. Following this most of the internet banking services are now cost-free.

Internet Banking enable the introduction of new guidelines of competition. Therefore, the traditional economics of size benefits are no longer applicable. The internet is fundamentally changing just how banks conduct business. The control of a big branch network is no longer a sustainable advantages. The bank market will probably see the emergence of new small banks that make an online search to contend on similar grounds with the financial giants.

Over days gone by several generations one of the most common practices that organizations have adopted to sustain competitive benefit has gone to establish a group of proprietary requirements that retains their customers from other suppliers and competition. Alas, proprietary benchmarks and the internet's open -system architecture are contradictory in dynamics. The investment that lenders have manufactured in developing their own proprietary software to control user interface is perhaps turning from an asset to a liability as the internet becomes a common channel for information access.

Question 4: Decide on a bank at home country and answer the following: (800 words).

Using Porter's Five Makes model, discuss its competitive environment,

Citibank is a U. S. centered commercial loan company, it was initially integrated in 1812 as the town Bank of NY. Citibank is headquartered in Las Vegas, Nevada, US. The bank offers mortgage lending, consumer financing, retail bank service and products, investment banking, trade money, cash management, commercial bank and e-commerce services, and private financing products. Citigroup, Inc is the parent company of Citibank. It offers credit cards, first deposit accounts and loans to consumers and small companies, and uses its father or mother company's depth of financial solutions by also offering investment and insurance products. The lender mainly operates in America, UK, Asia, Middle East, and Africa including the Japan, US, Hong Kong, China, India, Singapore and the Philippines

Porter's Five make Model:

Availability of Substitutes

Replacement of 1 product with a different one increases the competition in a market. It really is hard to find an ideal alternatives of bankers, the best substitute of bank services are not available however they have an option to select from investing and conserving their cash. The individual can save their cash at their home or in Countrywide saving centers. The individuals can also commit their cash in currency markets.

Rivalry among existing firms

There are tons of competitors among various finance institutions. There are a variety of general public and personal bankers which are offering products and service on competitive prices. Rak standard bank was awarded as the best loan provider for the entire year. There are several other Islmic banking institutions which are suggested by the people there. NBAD, HSBC, RAK Standard bank, Loyalds TSB standard bank, Dubai Lender, RBS etc are the few competitors of Citibank. The a lot of competitors among these finance institutions gives go up to the down sides which the challenger bank have to handle. The opponents among various bankers boosts the changing of the customers from one banks's product to the other.

Threat of new entrants

The banking industry of any land has always likelihood of expansion and competition, so many new lenders enter and from the market. Mostly banks step in the developing nations for growing their divisions. But as global financial recession recently, the risk of new newcomers is limited.

Power of buyer

Bargaining ability of a customer is low where the products alternatives are not available and clients are more in number. In case there is banks there are several other bank intermediaries and banks, having wide assortment, so power of buyer in banking industry is high. The bank can not push any consumer to choose the preferred product because this directly effects its reputation, but can persuade its clients by providing them special rewards or special discounts.

Bargaining ability of suppliers

Banks have recently acted as suppliers. However, in this new internet banking World, the business enterprise model has altered dramatically. Finance institutions are no more need suppliers, but are the suppliers to the financial products. So there is absolutely no bargaining vitality of the suppliers. You will discover no suppliers in the bank industry.

How the internet impacts it competitive position and

These are the effects of the internet:

The tremendous obstacle that all competitors are experiencing in the banking market.

The different systems for the different customers such as International organizations, small-medium businesses and personal customers were challenging more impressive e-business alternatives relating with the enhancing use of the internet.

Different providers coming into with new alliances.

The new marketplaces that are possibly Citibank's alliances.

The alternative products such as local financial, history system and technology organizations.

how they have continued to maintain its competitive position.

Citibank showcase on client care and attention instead of the cost, customer care was targeted on the support, know-how and effect time providing confidence to the clients in the proper execution the business enterprise was done. The nice client support and goods and services will be the reasons why Citibank can keep its id and commitment throughout the world. Citibank used many know-how to obtain additional customers thrilled such as ATM's, mobile phone collections, and the digital system of expenses which is a secure business exchange from the client.

Another difference Citibank done was the affordable costs of its products or to match their competitor's costs to give affordable charges for different services and goods.

Competitive advantages

Lower costs for its alternatives and products

Multiple ways to gain access to the take into account the customers

Secure transfer and operations over the internet

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