Marketing of Public Bank Berhad

Added on - 28 May 2020

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Running head: MARKETING OF PUBLIC BANK BERHADMarketing of Public Bank BerhadName of the StudentName of the UniversityAuthor’s Note
1MARKETING OF PUBLIC BANK BERHADExecutive SummaryMarketing is one of the significant parts of the business process that builds relationship betweenthe organisation, product and the customers. The process of marketing needs the understandingof the value of the needs of each stakeholder involved. Marketing as considered by many is theheart of the success of a business. Business banking, popularly known as Corporate banking isthe unit under a banking service that deals with the corporate customers. The service provided incorporate banking is limited to the business organisation. Banking organisations under corporatebanking serves a diversified range of clients that ranges from small to medium local business tolarge business organisations with billions of sales. Implementation of proper marketing strategybecomes necessary for the success of the organisation. The study conducted on Public BankBerhad reflects that the bank has successfully implemented their business strategy that is servingthem well in the Malaysia market.
2MARKETING OF PUBLIC BANK BERHADContentsIntroduction......................................................................................................................................3Corporate Banking...........................................................................................................................3Organisational Background.............................................................................................................4STP..................................................................................................................................................5Segmentation................................................................................................................................5Targeting......................................................................................................................................6Positioning...................................................................................................................................7Product Orientation..........................................................................................................................7Value Proposition and Differentiation.............................................................................................8Customer’s Need.............................................................................................................................9Purchasing Behaviour....................................................................................................................10Nature and level of Competition....................................................................................................11Porter’s Five Forces...................................................................................................................11Conclusion.....................................................................................................................................13References......................................................................................................................................14
3MARKETING OF PUBLIC BANK BERHADIntroductionMarketing is one of the significant parts of the business process that builds relationshipbetween the organisation, product and the customers. The process of marketing needs theunderstanding of the value of the needs of each stakeholder involved. Marketing as consideredby many is the heart of the success of a business. Business in every industry has to work on theirmarketing strategy for attracting greater number of customers. The overall business operation isdependable and determined by the marketing strategy integrated in a business organisation. Thepurpose of integrating marketing in a business is to spread the word out. In other words, theimportance of marketing lies in communicating the products and services offered by a businessorganisation to the customers. Lack of effective marketing strategy may become the determinantin sales crash even with great product line. Promotion of the products and service offered by anorganisation is often confused with marketing. However, advertising, public relation, promotionand sales in only a part of the overall marketing process. The overall process of marketing in abusiness involves market analysis, selecting target customers and promoting and valueproposition of the products. This can also include the evaluation that is again a type of marketand business analysis that identifies the efficiency of the marketing strategy implemented in thebusiness. This report identifies the marketing of the Public Bank Berhad situated in Malaysia.Moreover, this report specifically focuses on the segment of corporate banking of the selectedorganisation.Corporate BankingBusiness banking, popularly known as Corporate banking as defined by Grubel (2014) isthe unit under a banking service that deals with the corporate customers. The service provided incorporate banking is limited to the business organisation. Banking organisations under corporate
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