Page 3 of 7Introduction: This assignment aims at highlighting digital marketing approach in the Omani banking sector, focusing on BankDhofar as a case study. Started as a small transactional bank in 1990i, BankDhofar has grown over the past three decades to become the second largest bank in Oman in assets value, operating as a key financial advisory and strategic investment partner to various key government and private institutions. Though there is no officially stated mission, the bank has set all its efforts and resources to realize its vision to be the best bank in the Gulf in terms of customer experience, focusing on innovative products, outstanding services and financial solutions. PESTLE Analysis: Although the banking industry in the Sultanate is still a part of the bigger circle of the dynamic and continuously changing global macro-economy, the Omani finance sector is unique in its own way. Politically, Oman is one of the most stable countries in the region, and it is more likely to stay that way due to the neutrality in foreign policy adopted by the government over the past five decades. As for laws and regulations, the regulators have set a solid foundation of rules to protect local banks and mitigate the impact of global crises. Most banks in Oman operate locally and focus on the market within the Sultanate. The Central Bank of Oman (CBO) regularly updates policies and procedures for local banks and financial institutions in accordance with international regulatory systems. Looking at the economy side of the equation, Oman’s dependency on oil and gas revenue has its impact on the government’s spending on national level developmental projects, thus impacting the market liquidity and financing opportunities for banks. This affects local businesses who are dependent on government’s projects. As for competition, one can also argue that the number of banks operating here is way too big for the market needs, considering the small number of the population and the volume of large-scale projects taking place as we speak. Additionally, the raise of Islamic banking in the Sultanate since 2013 created more supply than demand in the local market and pulled a huge volume of customers from conventional banks as many Omanis prefer to get their financial transactions done “the right way” as stipulated by Shariahii. The rapidly developing technological infrastructure nationwide made it easier for further digitization of financial products and services, especially with the outbreak of the COVID-19 pandemic. All banks here, with no exception have revamped their platforms and channels to be more inclusive, offering more convenience to the retail and corporate customers. BankDhofar, for

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