Bank Marketing Management : Case: Sacombank

Abstract

The Banking and Finance Industry are among the most important service sectors in an economy. It is no doubt to say that banking is the backbone of the economy. The Vietnamese economy has lots of major changes since the “Doi Moi” 1986 reform in various sectors. Among of them is the banking service, which will continue to play important roles in the whole of the Vietnamese economy. In order to establish a healthy economy, maintaining and developing the banking sector is one of the essential responsibilities. Thanks to bank marketing management that provides various framework analyses and marketing strategies, banks can switch from the difficulties and threats into strengths and opportunities.

This thesis was written in the aim to assist the Sacombank group, which now has a strong position in the banking market in Vietnam, to find out the proper marketing strategy that can be used for bank marketing management. Therefore, the studies of internal, external analysis of the Vietnamese banking market, current marketing strategy in banking services are mentioned in this thesis.

The thesis uses deductive approach and qualitative method. In the theoretical part, data is obtained from a variety of sources, mainly published texts and other information from the internet. The authors’ own observations and evaluations are also used in the empirical studies.

Finally, the thesis comes to conclude that the marketing plan in Sacombank accounts for a high portion of its success in winning customers. There are various marketing strategies that Sacombank group should consider carefully before making marketing decisions in every banking activity.