Marketing Management for Malayan Banking Berhad

Running head: MARKETING MANAGEMENT
Marketing Management
Name of the Student
Name of the University
Author note

1MARKETING MANAGEMENT
Table of Contents
1.0 Introduction................................................................................................................................2
2.0 Company Overview...................................................................................................................2
3.0 Product/Market Orientation.......................................................................................................3
3.1 Product range offered............................................................................................................3
3.2 Company Orientation.............................................................................................................4
4.0 Company’s value proposition and differentiation.....................................................................4
5.0 Customers’ needs, wants and demand.......................................................................................5
6.0 Segmentation and Targeting......................................................................................................7
7.0 Positioning Strategy...................................................................................................................8
8.0 Factors influencing consumer behavior.....................................................................................9
9.0 Nature and level of competition..............................................................................................11
10.0 Conclusion.............................................................................................................................12
References......................................................................................................................................13

2MARKETING MANAGEMENT
1.0 Introduction
The report helps in the overall analysis of the product or the market orientation which
will be provided by the organization to the customers in the entire Malaysian market. The value
propositions along with the differentiation aspects used by the company is required to be
analyzed and identified in an effective manner which will be beneficial for the overall success of
the bank in comparison to the other competitors.
The needs and wants of the customers are required to be addressed through proper
segmentation and targeting strategy effectively. The different factors related to influencing the
behavior of the consumers will be discussed. Lastly, the nature of the competition in the market
of Malaysia will be identified to analyze the nature of the other competitors and the report will
be ended with conclusion.
2.0 Company Overview
Malayan Banking Berhad is one of the Malaysian Universal banks wherein the major key
operating of the bank is at Malaysia, Indonesia and Singapore (Maybank.com, 2018). The
Malayan Banking Berhad is one of the most valuable banks of Malaysia and this is the largest
bank in terms of the capitalization of the market. The bank was founded in the year 1960 and the
key people who are involved in the creation of the bank are Abdul Farid Alias who is the
president of the bank. Furthermore, the number of employees working in the organization is
45000 till the year 2015 and the net income of the bank till the year 2015 is RM6.84 billion. The
bank has been ranked 91st in the top banker’s list which was among the 2000 leading companies
in the entire world.

3MARKETING MANAGEMENT
3.0 Product/Market Orientation
3.1 Product range offered
There are different kinds of products and services which are being offered by Malayan
Banking Berhad are described as follows:
 ATM cards
 Savings Bank Account
 Term Deposit
 Current Account
 Mortgages
 Housing loans
 Car loans
 Traveler’s cheques
 Digital Banking
 Remittance Facility
The service which has been selected from the above is housing loan which falls under
the category of personal loan or services which is being offered by Malayan Banking Berhad.
The housing loans are the ones which is being provided to the customers for the purchase of the
house at low interest rate which is repayable over a long period (Achroll & Kotler, 2014).
This housing loan service is being offered by Malayan Banking Berhad which will be
beneficial for them to attract large number of customers by offering high interest rate effectively.