Qatar Development Bank: Marketing Plan for Market Awareness(QDB)

This report analyzes the market conditions affecting Qatar Development Bank (QDB) following the blockade, aiming to enhance awareness of its products and services. The report details a situational analysis using the 4C’s framework, SWOT analysis, and SMART objectives to address the challenges. The research methodology includes primary and secondary research, focusing on consumer expectations, ethical concerns, and the role of innovation. Recommended strategies involve communication through newsletters, leveraging digital channels, digital advertising, and improving website usability. The tactical execution and program evaluation sections outline success criteria, measurement methods, and contingencies. Ultimately, the report seeks to provide QDB with actionable insights to navigate market challenges and support SMEs and entrepreneurs in Qatar.

Running head: QDB
QDB
Name of the Student
Name of the University
Author Note

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Abstract
Qatar Development Bank has been facing issues due to the blockade in the entire market and the
main objective is to create proper awareness about the different products and services to the
customers. The response of Qatar Development Bank was to create a loyalty program for the
different customers with the situational 4C’s analysis that has helped them in managing the
issues successfully. This is one of the long-termprojects that would require more than 4-5 years
in completing the same in an appropriate manner.
For the purpose of this paper, a research methodology comprising of primary and secondary
research analysis had been conducted along with research on the various recommendations that
will go a long way in helping the Bank to achieve its stated objective.

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Table of Contents
Abstract............................................................................................................................................1
CHAPTER 1: Introduction..............................................................................................................4
CHAPTER 2: SITUATION ANALYSIS........................................................................................4
Project Brief.................................................................................................................................4
Vision and Mission......................................................................................................................5
History and Background of Scenario...........................................................................................6
QDB Strategies and future projections........................................................................................8
Situational Analysis (4C’s)..........................................................................................................9
SWOT Analysis.........................................................................................................................10
SMART OBJECTIVES.................................................................................................................12
CHAPTER 3: objectives................................................................................................................13
Quantitative Benchmarks...........................................................................................................13
Measurement Methods...............................................................................................................13
Criteria for Success....................................................................................................................14
Criteria for Success........................................................................................................................14
Time Frame................................................................................................................................15
CHAPTER 4: Research methodology and key insights................................................................15
Findings:....................................................................................................................................17
Services offered.........................................................................................................................17

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Consumer expectations and ethical concerns............................................................................18
Advertisement and brand awareness.........................................................................................18
Innovation and online facilities.................................................................................................19
Overall improvement, experience and recommendations.........................................................19
Product awareness.....................................................................................................................19
SME Excellence Program..........................................................................................................19
CHAPTER 5: Recommended Strategies.......................................................................................20
Communication through newsletters and emails.......................................................................20
Leveraging Channels.................................................................................................................20
Digital Advertising....................................................................................................................20
Improving website usability and making services mobile friendly...........................................21
CHAPTER 6: Tactical execution...................................................................................................21
CHAPTER 7: Program evaluation.................................................................................................22
Success Criteria and Measurement Methods.............................................................................22
Contingencies............................................................................................................................23
Conclusion.....................................................................................................................................23
References......................................................................................................................................24
Appendices....................................................................................................................................26
Appendix1: The survey results..................................................................................................26
Appendix 2: QUESTIONNAIRE ABOUT QATAR DEVELOPMENT BANK (QDB)..........36

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Appendix 3: Newspaper Article................................................................................................37
CHAPTER 1: Introduction
The report helps in analysis of the market conditions of the entire Qatar market wherein
the blockade has taken place and the effects of the same on Qatar Development Bank. As the
marketing consultant, the role is to propose the efficient technique into the entire market. The
main objective of the report includes the different kind of ways in order to increase the
awareness of the different types of Qatar Development Bank products and services in the market.
The main aim and purpose of the report is to understand the situational analysis of the
products and services that is required to be provided by the QDB bank in order to increase the
customer awareness in the market. In order to understand the market conditions of Qatar, it is
essential in nature to conduct a proper research that will help the bank in finding different types
of techniques as to increase their awareness among the different customers in the market.
Proper information generation is required to be done by Qatar Development Bank
wherein this helps in providing information that was available in different websites and there
were different types of assumptions wherein this will help in managing the different availability
of the goods and services in the entire market.
CHAPTER 2: SITUATION ANALYSIS
Project Brief
The main purpose of the entire project is to know about the different whereabouts of the
Qatar Development Bank along with market analysis. The analysis of the market helped in
understanding and knowing the blockade on the respective bank and providing different

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suggestions to remove the blockade in an successful manner as well. The entire report helps in
containing the detailed type of information about the Qatar Development Bank that helps in
providing in depth knowledge about the SWOT analysis, marketing mix, Porter’s Five Forces
Analysis along with internal and external analysis as this will make relevant conclusions. It is
essential to know and understand the different individuals in the society as this will help in
understanding the market reputation and retain proper environment.
In this respective project, small survey has been done to analyse the QDB’s current
reputation among the different public (Al-Khulaifi, 2018). The information is contained in the
respective report will provide short kind of idea about the QDB in the overall market and this
will help in determining proper decision to overcome such blockade and retain the proper
standard position in the entire market.
Vision and Mission
Qatar Development Bank is one of the leading banking institutions that helps in
providing different financial services along with different banking and loans that will help in
development of the educational, tourism and agricultural resources in differentsectors in the
Qatari economy (Qdb.qa, 2018). It was created in the year 1997 by Emiri Decree No. 14 with the
major objective of the diversification of the economy of Qatar and promoting different kind of
projects that are developmental in nature.
The mission of the Qatar Development Bank are as follows:
To properly improve the entire economic development cycle with the help of providing
the entrepreneurs along with SMEs with wide range of the advisory and financial products under

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the same roof. The proper availability of the different resources is essential in nature as this will
help the bank in making the resources available to the different customers(Qdb.qa, 2018).
The vision of Qatar Development Bank are as follows:
In order to empower and develop the different innovators and entrepreneurs to develop
and contribute towards the entire diversification of the economy of the Qatar through successful
along with small along with medium enterprises and this helps them in competing with the
global markets through the following:
Indirect and direct financing of the mandated types of sectors with the approach that is
known as sector agnostic
Supporting and promoting the differentexports
Providing the support to the business with the help of the different kind of set of
initiatives along with different services that are associated with the real estate along with
housing loans to the different citizens
Enhancing the different technical along with different developmental capabilities (The
American Conservative, 2018)
Providing differentopportunities for medium and small enterprises both globally along
with domestically market
Promoting the development of the SME ecosystem
History and Background of Scenario
Qatar is considered to be one of the wealthiest nations in the world but it has been
experiencing certain problems with respect to the relationship that it shares with its neighbouring

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countries. The oil and gas rich nation has been cut off by some of its major neighbours over its
allegation of supporting terrorism (Morschett, Schramm-Kleinand Zentes 2015).
For related issues, Saudi Arabia, the United Arab Emirates and the Bahrain cut their ties
with Qatar. They gave the Qatari citizens a 14 day leave to leave the territory and their own
citizens were also banned from resigning in Qatar. Egyptian nations have also cut their ties but
allowed their citizens to stay there (Lynch 2017). Yemen, Maldives and Libya have also
followed the given suit. In addition the airspace to Qatar has also been closed and if any foreign
airlines will be required to cut ties, then they will be required to seek permission.The land border
of Qatar was closed by Saudi Arabia and the ships with Qatari flags were banned from the
various docks as well. Two states of Kuwait and Oman have not cut ties with Qatar.
The Qatar Development back is a governmental bank whose main aim is to ensure that
the economy of Qatar remains stable at all times. For this reason, it wants to mitigate the impact
of the blockade on Qatar and ensure that it converts this problem into an opportunity for the
business organization. For this reason, the bank has come up with a scheme and objective to
ensure that the different SMEs and the entrepreneurs might be able to utilise the given
opportunity and engage in development of such business practices which shall ensure that the
given blockade has a least impact. For the given reason, the bank will offer assistance and
services to these groups which shall help them to invest soundly and achieve the primary
objectives demanded by the company.
Impact of the crisis:

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Qatar is largely dependent on the imports made by land and the sea for the basic needs of
the living and the population. About 405 of its food exports come from Saudi countries. The
stock levels of the supermarkets at Doha had taken a dip but that ended soon enough after
Turkey began sending food by air and sea.
The international airports of Qatar have also been quieter than usual and various flights
have been cancelled.
QDB Strategies and future projections
The strategy of the QDB is to stimulate the entire growth that is vibrant along with
diversified type of the private sector as this helps in building integrated type of economy that is
based on knowledge-based learning. The different strategies have to be analysed in an successful
manner as this will help the bank in development of the different entrepreneurs and this will help
them in overcoming the different obstacles.
Qatar Development Bank is still trying to work towards driving such trends in the entire
economy and the focus has shifted from the different kind of mandate that is industrial financing
and this will help the QDB in making the resources available for the different customers and this
will increase their growth and presence in the entire market as well(The Conversation, 2018).
It has been seen that the Qatar Development Bank has gained success that is not building
up the entire private sector and it is becoming the powerful catalyst for the socio-economic type
of development in an capable manner. Qatar Development Bank has helped in increasing the
entire workforce and empowered different individuals and increasing the standards of living
among the different individuals in the organization as well. The other strategy that has been

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adopted by Qatar Development Bank is that they have created different types of opportunities for
investment to the Qatari businesses as well.
There are different types of functions of Qatar Development Bank wherein it includes the
export services along with providing loans to different customers along with provide support and
advisory services in an efficient manner. The Qatar Development Bank helps the different
sectors in the market wherein it includes the education of the students along with sanctioning the
different housing loans as well. There are different kind of achievements of QDB Bank wherein
it includes gaining more competitive advantage in managing the team with the help of providing
20000 loans in the market.
Situational Analysis (4C’s)
Proper situation analysis is essential in nature that has to be performed that helps in
providing view on the customers of QDB along with different competition of QDB and climate
wherein QDB is operating and providing different services and products to the different
customers as well.
Company: QDB that was previously known as Qatar Industrial Development Bank is one
of the largest banks wherein it is offering financial services along with providing loans to the
entire development of the educational, healthcare and animal resources. It was founded in the
year 1997 with the proper objective of diversifying the different and proper promotion of the
developmental projects in an successful manner(Hill, Jones and Schilling 2014). The Qatar
Development Bank has been able to achieve more than 45% of the market share in the entire
competitive market.

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Competition: Qatar National Bank is one the major competitors of Qatar Development
Bank in the entire market. It was seen that the Qatar National Bank has been operating in Qatar
for more than 35 years and there are more customers for Qatar National Bank and it is one of the
differentiating factors between the two banks(Slack 2015).
Customers: There are different kind of customers of Qatar Development Bank wherein it
includes the ones who needs different types of loans along with housing and educational loans.
The customers of QDB has helped the bank in increasing their market share in the entire
economy in an effective manner.
Climate: There are different competitors in the market wherein it includes Qatar National
Bank and The Commercial Bank of Qatar. QDB is one of the banking and financial institutions
and they are being able to capture the market and this has helped them in gaining competitive
advantage in the market as well.
SWOT Analysis
The SWOT analysis is essential to be conducted for QDB as this helps in analysing the
differentstrengths, weaknesses, opportunities along with threats of the respective bank in the
entire competitive market. The SWOT analysis is performed that will provide proper views on
the different factors as well. Proper analysis is required to be done as this will help the Qatar
Development Bank in handling the threats and weaknesses and turn them into strengths as well.
Strengths
There is huge governmental support for the Qatar Development Bank
There are different kind of effective and efficient employees in the respective bank

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There is huge diversification and strong branch network and this will increase the total
deposits as well
There is increase in the profit of the company will help the bank in strengthening the
financial conditions of the respective bank as well
Weaknesses
There is decrease in the quality of the asset of the respective bank as there are different
kind of non-performing assets in the bank (Chang 2016)
There is absence of the different kind of good and appropriate kind of financial products
and services in the market and includes the lack of the insurance along with brokerage
services as well (Bryce 2017)
Lastly, there are lack of the different branches of the Qatar Development Bank that has to
be checked
Opportunities
The national vision of the 2030 is one of the essential opportunity for QDB and this will
help them in improving the presence of the different products and services in the market
as well (Rothaermel 2015)
International business is required to be maintained by Qatar Development Bank as this
will help in managing the different kind of services (Biemans 2018)
Threats
There is huge amount of risk of credit of the different clients and customers of Qatar
Development Bank and this affects the bank’s profitability in a negative manner