Marketing for Managers

Running head: MARKETING FOR MANAGERS
Marketing for Managers
Name of the Student:
Name of the University:
Author Note:

1MARKETING FOR MANAGERS
Executive Summary:
The aim of the report is to provide an overview of marketing in the perspective of
banking institution of Hong Leong Bank of Malaysia and its products. The bank is one of the
largest in Malaysia and offers various products and services. The report commences with a
company a company overview along with a description of the products offered. The report also
discusses about the company orientation along with an insight to the value proposition and
differentiation undertaken by the company in terms of the product. There are also discussions
about the consumers’ wants, needs and demands. The report also discusses about segmentation
and targeting and describes the positioning strategy through a perpetual map. The report also
puts forward various factors influencing the consumer behavior along with a portrayal of the
nature and the level of the competition.

2MARKETING FOR MANAGERS
Table of Contents
1.0 Introduction:..............................................................................................................................3
2.0 Company Overview:..................................................................................................................3
3.0 Product/Market Orientation.......................................................................................................4
3.1 Product Range Offered:.........................................................................................................4
3.2 Company Orientation:............................................................................................................5
4.0 Company’s Value Proposition and Differentiation...................................................................6
5.0 Customers’ Needs, Wants and Demand....................................................................................6
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:...........................................................................................11
10.0 Conclusion:............................................................................................................................12
References:....................................................................................................................................13

3MARKETING FOR MANAGERS
1.0 Introduction:
The aim of the report is to provide an insight into marketing in the perspective of a
chosen banking institution and its various products. The banking institution chosen here is Hong
Leong Bank and the products relate to personal, priority, business and global markets (hlb.com,
2018). It represents a financial service company of Malaysia operating regionally and has its
presence felt in Hong Kong, Vietnam, Singapore, China and Cambodia. This bank is focused on
technology and emphasizes on the development of the financial capabilities for serving the
clients across these five geographies. The Hong Leong Bank (HLB) has its listing in the Bursa
Malaysia and is a part of Hong Leong Group. The bank has strong heritage of Malaysian
entrepreneurship with the headquarters in Kuala Lumpur. The report commences with a
company overview and goes on to discuss product or market orientation. The report also
discusses about the differentiation and the value proposition of the company along with a
discussion on the customer needs, wants and demand. The report also focuses on segmentation,
targeting, and the positioning strategy. The report also provides an insight into the factors
influencing the consumer behavior and the nature and the level of the competition.
2.0 Company Overview:
Hong Leong Bank was originally known as the Kwong Lee Mortgage and Remittance
company that later became known as the Kwong Lee Bank Limited in the year 1934 and is the
oldest and renowned financial institution of Malaysia (hlb.com, 2018). MUI group acquired the
Kwong Lee Bank in the year May 1982 which was known as Malayan United Bank (MUI)
Berhad in 1983. In the year 1989, it came to known as the MUI Bank. Under this banner, it grew
from close to 11 branches to 35 branches across the nation. In 1994, the MUI Bank Berhad was