Strategic MArketing Plan Applied To Commercial Bank
Nguyen, Dinh (2016)
Nguyen, Dinh
Lapin ammattikorkeakoulu
2016
Creative Commons Attribution-NonCommercial-NoDerivs 3.0 Unported
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201603022800
https://urn.fi/URN:NBN:fi:amk-201603022800
Tiivistelmä
The objective of this thesis is to design a strategic marketing plan for Saigon Commercial Joint-stock Bank in Vietnam. The ideal outcome of this thesis is to generate a strategic marketing plan to help the case company to strengthen the brand image and become successful. This research is commissioned by Saigon Commercial joint-stock Bank which was the first commercial joint-stock bank of Vietnam and became one of most successful banks in Vietnamese Banking sys-tem.
Qualitative and quantitative research methods are both used in this research work. A single case study is utilized as a research technique. In addition, I used relevant documentation from Internet provided by this case company for the anal-ysis in this research. Moreover, questionnaire and interview are the main infor-mation sources of the empirical data used to analyse the demand of the customer in market as well as the mission and vision of case company in the future.
This research is oriented with the theoretical framework concerning strategic marketing concept. It defines the concept of internal and external analysis, PESTEL and SWOT analysis besides, market objectives.
On the basic of the theoretical discussion, the in-depth interview and the ques-tionnaire the research result comes up with the appropriate strategic marketing plan for the case company. Consequently, the business decisions can be en-hanced.
Qualitative and quantitative research methods are both used in this research work. A single case study is utilized as a research technique. In addition, I used relevant documentation from Internet provided by this case company for the anal-ysis in this research. Moreover, questionnaire and interview are the main infor-mation sources of the empirical data used to analyse the demand of the customer in market as well as the mission and vision of case company in the future.
This research is oriented with the theoretical framework concerning strategic marketing concept. It defines the concept of internal and external analysis, PESTEL and SWOT analysis besides, market objectives.
On the basic of the theoretical discussion, the in-depth interview and the ques-tionnaire the research result comes up with the appropriate strategic marketing plan for the case company. Consequently, the business decisions can be en-hanced.