Strategic Marketing Management and Analysis of POSB Bank, 2018

This report provides a comprehensive analysis of POSB Bank's strategic marketing management in 2018. It includes a PESTLE analysis, evaluating the political, economic, social, technological, environmental, and legal factors affecting the bank. A competitor analysis focuses on HSBC, comparing its objectives, strategies, resources, and potential future actions with those of POSB. The report also outlines POSB's current and future objectives, community marketing, and premium services strategies. It further discusses the development and selection of marketing strategies, including marketing mix, diversification, and digital and big data analytics. The conclusion summarizes the key findings and their implications for POSB Bank's success in the global market. Desklib offers a wide range of study resources, including past papers and solved assignments, to support students in their academic endeavors.

Running head: Strategic marketing management
Strategic marketing
management
2018

Strategic marketing management
Table of Contents
Introduction.................................................................................................................................................3
Pestle analysis.............................................................................................................................................3
Competitor analysis.....................................................................................................................................8
A. Identify one competitor, compare to firm...........................................................................................8
B.Current and future objectives...............................................................................................................8
C.Current strategies.................................................................................................................................9
D.Compeitior resource profile.................................................................................................................9
E.Competitior future strategies................................................................................................................9
Firm analysis.............................................................................................................................................10
Marketing strategies development.............................................................................................................10
Strategies selection....................................................................................................................................12
3 Strategies and justification behind the selection of strategies.............................................................12
Marketing mix strategy......................................................................................................................12
Diversification strategy......................................................................................................................14
Digital and big data analytics strategy...............................................................................................14
Conclusion.................................................................................................................................................14
References.................................................................................................................................................15
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Introduction
The major purpose of this study is to discuss about the business activities and operations
of POSB bank which is one of the growing banks in Singapore. It provides innovative and
attractive banking services to the key target audience across the globe. The bank further provides
online banking and mobile banking services to the customers. Pestle analysis, TOWS matrix and
marketing strategies have been drawn in the task to flourish and explore the banking operations
internationally. The current objectives of POSB, resources and strategies of competitors like
HSBC are explained in the task briefly. At the end, the paper discusses three strategies that are
used by POSB to make a strong financial position and goodwill in the international market.
POSB bank is a Singaporean bank rendering consumer banking services to the customers
across the globe. It is one of the oldest banks that continuously operating business activities and
operations in Singapore. The bank was formed in 1st January 1877 as the post office savings
bank. In today’s era, the bank operates and manages as part of DBS, which obtained the
institution and its subsidiaries on 16 November 1998 (Deposits, 2018). POSB is one of the
biggest local banks in Singapore as it has approx 53 branches in the country. POSB is a part of
the DBS bank and it works together with DBS banks to attain competitive benefits in the
international market. The bank has more than 1,100 ATMs around Singapore. It is stated that the
bank offers traditional banking products that include current account products, Singaporean
dollar denominated savings bank account, and foreign currency fixed deposit accounts. The bank
provides personal banking and individual investments services to the customers across the globe
(Deposits, 2018).
Pestle analysis
Pestle analysis is a framework used by investors and marketers to evaluate and identify the
external environment factors influencing the business activities and operations. Pestle stands for
political, economic, social, technological, environmental and legal factors. The main motive of
the Pestle analysis is to have a foresight of the macro environment that can impact the internal
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business environment and initiate essential measures. The pestle analysis for POSB has been
drawn below.
Political factors: It has been found that various political factors such as economy tariffs, labor
laws, trade restrictions, tax policy and environment law affect the growth and success of POSB
bank. All these political factors initiated by the government influence the banking industry
directly and indirectly and POSB has to adhere to the legislations, standards and rules set by the
government whether if it is for bad or good consequences. Singapore follows a territorial basis of
taxation. POSB bank enjoys a headline corporate tax rate of 17% on their chargeable income
(Gudiemesingapore, 2018
Opportunity
 The political stability has created an atmosphere in Singapore of a quite low political risk.
 Maximize in business operations and activities are promoting the development and
expansion of POSB bank.
 POSB is a major leader in the banking industry enjoys the growth, expansion and
development of the bank.
 It is noted that political risk is low in Singapore as compared to other countries.
Threat
 The tax rates is high in the market this it can affect the success of POSB bank.
 Globalization further impacts on the progress and targets of the firm.
 Limited dissemination of content is a significant and largest threat for the company.
Economic factors: An overwhelming study shows that Singapore is experiencing maximizing
worker cost. This may influence the firm by gaining the cost benefit. Singapore dollar is
strengthening in the currency market. The economic factors include government policy, taxes,
exchange rate, interest rate, labor costs, and management. The GDP per capital (USD) was
57,495(2017) and inflation rate was 0.4% in the country that can affect the profitability of POSB
bank (Focuseconomics, 2018).
Opportunities
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 There is an open economy in the country thus, POSB can flourish the business globally.
Threat
 There is a labor shortage in Singapore market.
 Along with this, labor cost is high in the Singaporean market.
 Singaporean’s economy is weak and slower than US and China economy.
 Decline in productivity.
Social factors: It is portrayed that various socio-cultural factors may put direct impact on the
efficiency and effectiveness of POSB bank in the country. The socio-cultural factors include
culture, values, norms, aspects, attitudes, behaviors and nature of customers. The sale and
revenue of the bank is dependent on behavior and attributes of people in the marketplace
(Studymore, 2018).
Opportunities
 Maximizing living standards and norms in the country can promote the business activities
and operations of POSB bank in Singapore.
 High level of education in the country is likely to generate a pull of skilled and talented
workforce for the business companies like POSB bank.
Threats
 Constant changing in trends is major threat for POSB bank that can affect the products
and services in the marketplace.
Technological factors: One of the significant factors that can affect the outcomes and returns of
POSB bank is technology factor. POSB is a leading and growing business organization to
effectively and efficiently initiate use of information technology that has maximized ATM
network effectiveness and customer satisfaction in general (Studymore, 2018).
Opportunities
 Open and strong communication system.
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 The country has strong and widespread IT infrastructure which help in growing and
expanding the business internationally.
 With strong and advanced technology, the company can attain ample of benefits both
externally and internally as well.
 Both external and internal advantages enjoyed by POSB bank derived from advanced and
innovative technological infrastructure rendered in Singapore (Koh &Tan, 2014).
Threats
 Advanced technology becomes a major threat for the employees and company in the
country because it needs huge investment and resources.
Legal factors: POSB bank is in a highly and effectively regulated and governed sector. There
are various rules, standards and legislations that need to be followed by the company while
performing and functioning in the country. It is elucidated that Singaporean government has
various business regulations and laws which aim to protecting and saving the rights and interests
of the leaders in the banking sector (Studytigger, 2018).
Opportunities
 Rapid and constant growth in the economy helps in gaining various competitive
advantages in the international market.
 In today’s era, the Singaporean government is likely to maximize the level if litigation
and regulations to both the financial and public sectors.
 By planning and organizing the field of operation beyond the boundaries of the nations,
POSB bank wants to explore business internationally.
 POSB bank has to adhere to standards, rules and legislations set by the MAS(Monetary
authority of Singapore) and they do not have the free would to act on their own harmony.
That means the bank cannot work on specific criteria which can influence the economy in
a bad way, this is significant way to protect the interest of the economy.
Threat
 Sometimes, the company is unable to follow and understand the rules, legislations and
norms which are made by the Singaporean government.
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 Constantly changing rules and regulations are another threat for the firm.
Environmental factors: It has been found from the various studies that the activities and
operations in the banking industry have relatively the lowest adverse impact on the natural
environment and culture (Kauškale and Geipele, 2017). However, as a big institution that is
ethically needed to promote and improve environmental responsibility within the society where it
is functioning and operating. POSB bank conducts green initiatives or steps in their offices to
promote its workers to save energy and recycle used materials. Various programs and sessions
are being held by the company to reduce and prevent the environment related issues and
challenges (Studytigger, 2018).
Opportunities
 POSB bank with proper and adequate corporate responsibility and ethics will care about
their environment. It further helps in making a dynamic and strong brand image in the
minds of the customers.
Threats
 Recently, Singapore is under a serious and bad issue of environmental pollution due to
industrialization which is undergoing. The country mangrove forest is under a wide threat
as 30% of it has been depleted.
 Weather, climate change and pollution are another biggest threat for POSB bank in the
Singapore.
 There is a lack of water resources; the country is dependent on Malaysian supplied water
which is a major issue in the country.
It can be stated that pestle analysis is one of the biggest tools that is used by POSB bank to
analyze and identify the risks, challenges and threats of the market in the Singapore. It is further
analyzed that the bank needs to focus on these issues and threats to overcome the competitors
globally (Studytigger, 2018).
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Competitor analysis
It is stated that competitors may affect the growth and targets of POSB bank adversely.
The competitors of the firm include HSBC, standard charted bank, and Chinese banking
corporation limited.
A. Identify one competitor, compare to firm
One of the major and biggest competitors for POSB is HSBC. It is noted that HSBC
holding plc is a British multinational financial and banking services holding company that may
affect the sustainability and growth of POSB internationally. If POSB wants to grow and survive
business globally then it needs to focus on the strengths, policies, approaches and strategies of
the competitors. POSB further needs to keep an eye on the products and services that are being
rendered by the competitive company globally. They must differentiate the products and services
from the rivals to beat the competitors. It is stated that POSB is a Singaporean whereas HSBC is
situated in United Kingdom (Lovelock and Patterson, 2015). It has been portrayed that POSB
bank can take ample of growth opportunities while expanding and exploring the business
activities and actions in developing countries such as Indian as compared to HSBC. On the other
hand, retail banking in HSBC bank is in the context of POSB bank. There is high and stiff
competition in both the banks that could directly put various impact on the returns, profitability
and efficiency of the workers (Belkhir, 2009).
B.Current and future objectives
The current and future objectives of POSB bank have been discussed below.
Current objectives
 To provide innovative and excellent services to the customers and clients as well.
 To maintain price stability
 To reduce social gaps for maximizing profitability and returns
Future objectives
 To help the stability of the strong and unique financial system
 To be a leader in the banking industry
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 To fulfill the needs and expectations of the customers related to money
C.Current strategies
After the various studies, it is reveals that POSB bank uses tremendous strategies to explore the
business activities globally (Singleton and Verhoef, 2010). Some of the strategies that are being
used by the company have been detailed below.
Community marketing strategy: Bank ranges in capabilities and size. POSB bank may have
thousands of branches across the globe. Regardless of the size and nature of the bank, POSB
needs to tailor local or domestic marketing strategies to serve the society in the global market.
The consumer bank is a place where they feel comfortable, secure and happy that means banking
executives and managers who speak in English as well as any prominent language in the society
to provide various services to the customers around the globe (Leonard, 2018).
Premium services strategy: It is stated that POSB bank uses currently premium services
strategy. The premium services are created to attract high net worth in the competitive market.
Service is better for this bank to understand and focus on the findings the best solutions to fit
complete financial scenario (Leonard, 2018).
Social media strategy: It is stated that POSB bank uses social media strategy to promote and
improve the services in the global market. The company uses this strategy to attract and retain
majority of people in the market towards the services (Synthesion, 2017). The bank uses social
media strategy to communicate with clients, launch new products and build credibility in the
global market (Nayak, 2012).
D.Compeitior resource profile
It is observed that HSBC uses ample of resources including derivatives, human resources,
financial resources, risk management, survey reports, economic resources, benchmarking
programs, liquidity toolbox, ABA communication guide, data breach communication kit,
insurance sales, wealth management, compliance.
E.Competitior future strategies
The company will uses innovative strategies to gain competitive benefits and to serve
effectively to the customers around the globe. The company will constantly use the digital
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strategy to protect the business in the international market (Thefinancialbrand, 2018). It is a
mandatory strategy that would be initiated by the firm in near future. It is emphasizes that that
digital strategy will not only be safer, but also better equipped to leverage innovative and unique
technologies to accomplish the desired goals and objectives. Along with this, HSBC will use
corporate level and business level strategies to stand over the rivals in the marketplace. It will
further help in increasing and boosting revenue and returns in the competitive market
(Thefinancialbrand, 2018).
Firm analysis
After the various studies, it has been found that POSB bank identifies and analyzes its
strengths and weaknesses to cope up with competitors globally (Brunnermeier, Crockett,
Goodhart, Persaud and Shin, 2009). The strengths and weaknesses of POSB banks are drawn
below.
Strengths
 Strong and unique position in Singapore market.
 The bank offers diversify and unique products and services to the customers across the
globe. It is one of the effective and unique strengths for POSB.
 Close to 20,000 workers work for DBS bank.
 Divided yield is remarkably high as compared to the other banks.
Weaknesses
 There is high and stiff competition in the market.
 Major chunk of the revenue comes from consumer banking, asset management, treasury
and less revenue may come from the other offerings.
 Low penetration in the Americas and Europe.
Marketing strategies development
There are several strategies used by the bank to identify and analyze the threats and
challenges of the market. TOWS is one of the fundamental strategies that initiated by POSB that
has been discussed below.
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Strategic marketing management
Opportunities
 Expansion and
development.
 Positive outlook of the
asset management
industry.
 Growth and
development of retail
savings.
 High opportunities to
expand and explore the
business
internationally.
Threats
 Liquidation regulations
and norms can affect
the bank.
 High and immense
competition further
affects the business.
Strengths
 POSB is one of the
biggest oldest banks.
 Sources of GDP
growth and
employment
 Diversified services
 Awarded the best bank
SO (Strategies)
POSB bank uses its strengths
to take benefits of
opportunities in the
competitive market. It is uses
diversified strategies to
provide innovative services to
the customers in the market. It
ST (Strategies)
POSB is one of the leading
and oldest banks thus it uses
strengths to avoid threats.
Diversification strategy helps
the company to compete with
rivals globally.
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Strategic marketing management
in Singapore. will further help to take
benefit of it’s create consumer
awareness and explore their
services to a higher level.
Weaknesses
 Lack of coordination
and cooperation.
 Competitors may
affect the business of
the bank.
 Vulnerable to risks and
structural weaknesses.
WO (Strategies)
The bank wants to overcome
the weaknesses such as risks
and lack of coordination by
taking innovative
opportunities in the global
market.
WT (Strategies)
It is trying to minimize
weaknesses and avoid threats
in the competitive market by
providing innovative services
and using dynamic strategies
internationally.
Strategies selection
The company cannot grow and survive business globally without using innovative
strategies. To implement a new marketing plan, various strategies are implemented by POSB
bank (Akturan & Tezcan, 2012). These strategies also help to strive and cope up competitors
internationally.
3 Strategies and justification behind the selection of strategies
The three strategies that are being used by the company have been elucidated below.
Marketing mix strategy
It has been investigated from the various studies that marketing mix is significant
strategy that helps to maximize profitability with reducing the prices of the products. This
strategy is essential to stand out against the competitors internationally (Shopsinsg, 2018). The
marketing mix for POSB bank has been drawn below.
Product: POSB is one of the biggest banks having commercial and retail banking services. It
further provides online and offline services to the customers around the globe. Bank provides
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variety of products and services after taking consideration of regional requirements. The
products of POSB bank include wealth management product, business banking products and
personal banking products. The digital platform is a unique strength of POSB bank. The product
strategy is significant for the company to differentiate its products from the rivals (Kotler, 2011).
Price: Competitive pricing strategy is being used by the company to stay in the competitive
market. POSB bank offers loan facility which is among main earning source of bank. Effective
and efficiently managing and handling cash flow are main financial services and revenue making
business models (Evrard, Pras, Roux, Desmet, Dussaix and Lilien, 2009).
Place: POSB bank has approx 52 branches in Singapore. With more than 3.5 million total
customers, the domestic approach is a part of the bank’s core values and philosophy which
defines that they are “neighbors first, bankers second”. The bank is trying to expand and explore
its business in the international market. This is strategy is essential because POSB bank can
attract maximize customers internationally by implementing this strategy. Therefore, this
strategy has been chosen by the firm (Luo and Bhattacharya, 2009).
Promotion: POSB bank uses various promotional channels such as print media and social media
to promote innovative services in the global market. The creative advertising campaign and
programs are held by the firm to showcase the reliability and fast of the customers for use. It is
fundamental strategy to increase and enhance the sale of services and banking products in the
global market (Keller, Parameswaran and Jacob, 2011).
People: This is biggest and leading strategy that being used by POSB bank to run the business
activities and banking functions smoothly. The strong and innovative team further helps in
making favorable culture in the organization (Schnabl, 2012).
Physical evidence: The bank provides physical evidence while selling the products and services
to the customers around the globe (Kotler, 2011).
Process: Being service industry part, POSB bank gas good services for their customers.
Effective and unique communication channels are used by the company to struggle with rivals
globally (Kim and Finkelstein, 2009).
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Diversification strategy
Diversification is a growth strategy which helps to attain ample of competitive
advantages globally. Diversification also seeks to maximize profitability of a company through
greater sales volume as a result of product introduced and new markets (Demirgüç-Kunt and
Huizinga, 2010). Diversification strategy helps POSB bank to differentiate its services and
products from the competitors aiming to be a leader in the banking industry. This strategy is
implemented by the bank because it minimizes the risks of loss and increase revenue and market
share (Elsas, Hackethal and Holzhäuser, 2010).
Digital and big data analytics strategy
By using this strategy, POSB bank can enter new market segments or new geographic
that will be prohibitively expensive targets initiating traditional approaches (Setia, Venkatesh
and Joglekar, 2013). By implementing this strategy, the bank defines and set the goals and
channels to grow the business internationally. Along with this, digital strategy helps POSB to
monitor and measures future risks, threats and challenges (Khanna & Martins, 2018).
Conclusion
It is concluded from the above limelight event that POSB is one of the biggest and oldest
people’s banks, is making a major content push with the introduce or launch of a new content
platform called neighbors first.sg. It is providing investment, borrowing, savings and insurance
services to the customers. It is evaluated from the above discussion that pestle analysis and
SWOT analysis play a major role in identifying and measuring the threats and challenges of the
market. POSB uses innovative strategies such as marketing mix, TOWS matrix, diversification
strategy and digital strategy. By setting innovative objectives for future, POSB further wants to
achieve long term mission and vision.
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