Marketing for Managers

Running head: MARKETING FOR MANAGERS
Marketing for managers
Name of student
Name of University
Author note

1MARKETING FOR MANAGERS
Table of Contents
1.0 Introduction................................................................................................................................3
2.0 Organizational overview............................................................................................................3
3.0 Product and market orientation..................................................................................................4
3.1 Product range offered.............................................................................................................4
3.2 Company orientation..............................................................................................................5
4.0 Company’s value proposition and differentiation.....................................................................5
5.0 Customers’ needs, demands and wants.....................................................................................7
6.0 Segmentation and targeting.......................................................................................................8
7.0 Positioning strategy.................................................................................................................10
8.0 Factors influencing consumer behavior...................................................................................11
9.0 Nature and level of competition..............................................................................................12
10.0 Conclusion.............................................................................................................................12
References......................................................................................................................................14

2MARKETING FOR MANAGERS
Assessment Task 1: Marketing for Managers (Maybank)
1.0 Introduction
The report is prepared to discuss about the various important aspects of marketing for the
managers and how it has managed to segment the market, target the customers and managed
value proposition to meet the demands and references of the clients effectively. The company
has been selected because of its huge contribution to the banking industry and as such there are
various scopes and opportunities that can be obtained by researching on the company and
analyze the various factors associated with the influencing of consumer buying decisions too
(Maybank2u.com.my, 2018). The report will consist of the SWT analysis, analysis of the
product and market orientation along with the organization’s value proposition and
differentiation and approaches undertaken to meet the demands and preferences of the clients
with ease and effectiveness.
2.0 Organizational overview
Malayan Banking Berhad, also known as the Maybank universal bank operates in the
major markets of Malaysia, Indonesia and Singapore. Based on the various finance reports, it can
be seen that Maybank currently is one of the most valuable bank brand in Asean and has been
ranked the 83rd in the whole world. It has its headquarters in Kuala Lumpur, Malaysia and the
subsidiaries of the bank are MORE, Maybank Islamic Berhad, Bank Maybank Indonesia. It has
a net income of RM6.84 billion and revenue of over RM21.24 billion along with more than
45000 employees all over (Rawwas, Arjoon & Sidani, 2013). The parent company is Permodalan
Nasional Berhad.

3MARKETING FOR MANAGERS
Khoo Teck Puat, a well known business person introduced Maybank and was led by
President and CEO Amirsham Abdul Aziz from 2002 till the year 2008. Datuk Abdul Farid has
been the Deputy President and Head of Global Banking for Maybank and finally had been
appointed as he CEO and President of the Maybank Group in Malaysia. Maybank has been one
of the largest banks in Malaysia and its vision is to become the leading provider of financial
services in Malaysia that has been driven by committed and innovative people responsible for the
creation of value and fulfilling the needs of communities properly (Lantos, 2015).
The mission is to manage the financial services and deliver those properly to people
along with convenient access to financing. The mission objectives also include fair terms and
conditions of pricing along with providing the customers with advice regarding their needs and
preferences, furthermore contributing to the community at large (Lusch & Vargo, 2014). The
core values of the organization include integrity, teamwork, growth, development and
relationship building.
3.0 Product and market orientation
3.1 Product range offered
The products’ range includes flexible options for the traders and interest free financing
along with management of services for non margin and cash account. This allows for share
investing opportunities that creates ease in buying the shares with the utilization of own funds
possessed. The digital products of the company are Maybank App that allows customers to
manage banking transactions with much ease and within quick time along with checking bank
balance any time by entering the pin with the use of Maybank2u application available for smart