Marketing Plan for Visa Inc.: A Comprehensive Analysis

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MARKETING
ESSENTIALS
VISA INC.

INDEX

INTRODUCTION
Marketing plays a significant role in an organization by
creating awareness among the consumers about the
products and services offered by the company and
focuses on developing and maintaining effective and long
lasting relationship with the consumers. The activities in
marketing involves market research for understanding the
needs of the potential consumers, development of new
product, formulating marketing strategies and sales and
promotion of the products in order to increase the
revenues and profitability of the business. This
presentation involves development and evaluation of a
marketing plan for VISA Inc.

EXECUTIVE SUMMARY
The following presentation will focus on
creating a market plan for Visa Inc. and
evaluating the effectiveness of the plan. Visa
Company is a largest financial service provider
that provides online systems and services for
payments all over the world. The situational
analysis of the company will be conducted with
the help of internal and external analysis of
Visa Inc.

COMPANY BACKGROUND
Visa Company is a public limited company that offers online
payment services globally. The company was started its
business in 1958 by Dee Hock. It is an American corporation
that provides financial services in 200 countries of the
world. The company is ranked as second largest organization
for card payments on the basis of number of cards issued
and annual value transacted in terms of card payments.
Visa Inc. offers credit cards, debit cards and gift cards to the
clients that enables them to transfer funds at anytime from
anywhere electronically. The company earned total
revenues of US $18.358 Billion in 2017 as the company has a
very strong presence worldwide.

INTERNAL ANALYSIS
The internal analysis of Visa Inc. focuses on the
environment of the company which includes
the portfolio of the products offered by the
company, the financial performance of the firm
and the analysis of the value chain of th
company. These factors have a direct impact
on the marketing of the business and thus, the
marketing managers must carefully analyse the
internal factors of the environment to increase
productivity of the business.

VALUE CHAIN ANALYSIS

FINANCIAL PERFORMANCE
FISCAL STATISTICS, 2018

EXTERNAL ANALYSIS
The external analysis of the organization comprises
of the factors in the environment such as the legal,
political, social, ecological, legal and economic
factors, the strength and weaknesses and
opportunities and threats of the organization and
the five forces of Porter’s must be analysed by the
marketing manager of Visa Inc. so that they can
engage in effective decision making considering the
ever-changing factors of the external surrounding.

PESTEL ANALYSIS

SWOT ANALYSIS

PORTER’S FIVE FORCE MODEL