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The market stakeholders consist of the governments, other public Sector bodies, corporate entities, insurance companies, professionals, public servants, pensioners, teachers, students and national residents in the above market segments.
There is now widespread agreement that market segmentation form an important foundation for successful marketing strategies and activities.
Wind, ; Hooley and Saunders It implies it ensures that the elements of the marketing mix namely; price, distribution, products and promotion, are designed to meet particular needs of different customers.
Barclays group divides its market into different geographic units such as nations, states, regions, cities or streets. The group also uses demographic segmentation to split its market in to groups on the basis of variables such as age, family size, family life cycle, gender, income, occupation, education, generation, nationality, religion, and social class.
This type of segmentation is easy to measure and enables the bank to identify the right product offer to meet the specific needs of customers and improve its customer perceived offerings.
For example, improvements of student account offer such as no monthly fee, an interest-free overdraft facility up to 2, pounds from opening the account. As such, to exploit markets, a marketing strategy is developed for each segment.
For example, Barclays targeted the student market segment in UK, and its rationale for acquiring students was that there was an opportunity to establish a long-term relationship with students and, to target a new customer annually.
The bank uses effective segmentation assessment criteria such as ensuring that its various market segments are measurable, substantial, accessible, differentiable and actionable, ensure a segment is useful for targeting.
The bank has applied a good positioning of its brands to target markets. For example, Barclays found that an incentive offering mobile broadband would have the most appeal to students, the bank partnered with orange to offer 25 percent discount on its mobile broadband schemes to those who signed up for a Barclays student account.
According to Porter (), PESTLC analysis ensures that the performance of the company is aligned positively with the powerful forces of change that are affecting business macro-environment. Hence, it groups environmental influences such as political, economic, social, technological, legal and cultural forces impact on the bank. PEST Analysis. Barclays Bank identified the sustainability as a means of recognizing and managing the economic, social, and environmental issues across the Group, and at the same time, contributing to the wellness of the society. Port Manteaux churns out silly new words when you feed it an idea or two. Enter a word (or two) above and you'll get back a bunch of portmanteaux created by jamming together words that are conceptually related to your inputs.. For example, enter "giraffe" and you'll get back words like "gazellephant" and "gorilldebeest".
It also established a working group to oversee the new student proposition such as no monthly fees, an interest-free overdraft, free debit cards, mobile phone banking and a net work of local branches. This is to build its brands in the minds of its target customers by effectively and efficiently meeting their needs.
Hence, the group has good positioning strategies.
Moore and Reid, Therefore, a brand is a logo, name, symbol, design or image, or any combination of these, which is designed to identify the product or service. The group has different brands such as Barclaycard and its contactless mobile payment brandonline banking, offshore banking and investment, UK premier and personal banking, business banking, Barclays corporate, international banking services, Barclays capital and Barclays wealth.
Aims to serve clients across all their needs through a wide range of distribution channels. To effectively managed the risks taken by its clients. Ensures financial discipline required to deliver returns is retained.PEST Analysis.
Barclays Bank identified the sustainability as a means of recognizing and managing the economic, social, and environmental issues across the Group, and at the same time, contributing to the wellness of the society.
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Responding to a changing marketing environment. Edition As a result of Carefully reading the Case Study, students should be able to: know that Castrol’s heritage is based on a combination of technical excellence in the development and production of oils and a focus on meeting the needs of customers, understand key elements of the dynamic .
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Pest Analysis Of Engro Fertilizers, Pakistan Keywords: PEST Analysis, Engro Swot, pestel, porter's five forces and value chain analysis PESTEL, Porter's Five Forces and Value Chain Analysis of Tesco. An analysis of the structure of the industry should be undertaken entry into.