International Marketing of HSBC: Expanding Credit Card Services to Norway and France

Global Market

Executive Summary
This report will discuss International Marketing of HSBC. HSBC is a multinational company and
bank and this is why it serves around 65 countries and has 3900 offices in there. Products of
HSBC are more than banking services. Retail Banking services refer to services of bank in which
its banking are given to all the customers mainly includes general banking services. Corporate
Banking service includes giving services of bank to corporate and business organisation.
Investment banking refers to banking services in which bank gives services related to investment
in securities and offering services and expertise in the field of investments. Mortgage Loans, this
service of HSBC bank includes where bank provides loans on mortgage to its customers. Private
banking refers to banking service in which services of banks are given to individual and family
and are specifically designed for them. These individuals and families are those which have high
net income and this private banking service is client based service. Wealth Management, this
service of banks is an investment advisory service in this other financial services of bank are
combined so that bank can address the needs of its affluent clients.

Table of Contents
Global Market..................................................................................................................................1
INTRODUCTION...........................................................................................................................3
Overview of Services and Rationale for Expansion....................................................................3
Profiling of the External Environment........................................................................................4
Competitor Analysis and Positioning Strategy............................................................................6
Marketing Strategy......................................................................................................................8
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
International Marketing refers to efforts of company in context of marketing where it
expands its operations to markets which are out of its national boundaries. This report will
address and discuss about international marketing plan of HSBC. This is a British multinational
investment bank and financial service company (Islam, 2018). Founded firstly in 1865 as The
Hongkong and Shanghai Bank and as HSBC holdings in 1991 and is headquartered at London,
UK. Services of the bank are Retail Banking, Corporate Banking, Investment Banking and
Mortgage Loans, Private Banking, Wealth Management, Credit Card, Finance and Insurance.
This report will address expansion of the credit card services of the HSBC bank on international
level. This report will address marketing strategies for HSBC bank the international level and for
developing marketing strategies the report will also discuss competitors analysis of the HSBC at
Norway and France and positioning map and strategy for HSBC credit card at Norway and
France.
Overview of Services and Rationale for Expansion
Credit card Service of the HSBC bank includes giving credit card services to customers
(Naheem, 2016). Finance services refer to services which includes advancing loans and giving
overdraft services to the customers etc(Johannes, Dedy and Muksin, 2018). Insurance service of
the bank includes giving services of insurance to the customers.
Credit card service of HSBC is varied in several forms. HSBC provides different type of
credit cards with their respective terms and conditions. Credit cards which are provided by
HSBC are HSBC cashback credit card, HSBC visa platinum card, HSBC smart value credit card,
HSBC Premier Mastercard and Advance Visa Platinum Credit card. Credit card services of
HSBC are available in around 64 countries in the World.
This report will include international marketing plan for providing service of its credit card
services to Norway and France. Norway is a developed country and its spending rates are higher
and in such case it will be easy for HSBC to promote its services because income of people is
higher in Norway. This leads to their high expenditure and this present an opportunity for HSBC
to expand its credit card services to Norway (Salamah, 2017). On the other hand other country