EXECUTIVE SUMMARY
This report is designed to provide the readers with a practical insight of creating brand equity and crafting brand positioning as a marketing tool for surviving in this massive game of competition. For this report, I have been associated with one of the most renowned multinational banks in the world, or as we all better know it as “the world’s local bank”, The Hong Kong Shanghai Banking Corporation (HSBC).
This report begins with giving the readers an insight on the history and existence of HSBC Group and its current standings. Following that the report continues on introducing the Bank, however this time in a local context, talking about its existence in Bangladesh. Post introductions, the fourth chapter consists of my experiences and job responsibilities as an intern at HSBC. Subsequently, I have completed an extensive research on their branding and brand positioning of the marketing sector to provide the readers on an insight on how their most important image is being portrayed in this massively competitive corporate world where every player is fighting a war to get a slice of the cake. I have also tried to portray the advantages and disadvantages of the company on the basis of their branding strategies that include SWOT analysis, industry analysis, competitor analysis and branding strategies used to show the readers a broad picture of how their product is creating a brand image in the minds of the local consumers.
Creating a superior brand image in the minds of the consumer is a vital task, when there is a pool of competition and alternatives available, and I have tried to show how well HSBC is able to fulfill its mission successfully. And finally in this term paper, the readers will get an insight of whether HSBC has been able to create a strong position in the minds of their consumer or not and if the local consumers do prefer HSBC over other competitor, then the ultimate question remains as to why?
1.1 ORIGIN OF THE REPORT
This report was assigned as an internship program of BBA Program, BRAC University, in Hong Kong Shanghai Banking Corporation (HSBC). In accordance with the specifications of the Program, I have completed the 12 week period of the internship at the organization.
The report is prepared under the supervision of the Academic Advisor, Mr. Mahmudul Huq, Assistant Professor, BRAC Business School, BRAC University and Official Supervisor, Mr. Rasedul A Taheri, Manager, Customer Services Department, HSBC, Gulshan Branch.
1.2 REPORT OBJECTIVES
The overall objective of this report is to gain a fair idea about the Branding and Brand Positioning of HSBC in Bangladesh in comparison with their competitors in Bangladesh.
More specific objectives of this report are provided in the following:
A competitive analysis of HSBC with some other foreign banks
To understand the brand and positioning of HSBC in the minds of Bangladeshi customers
To understand how they link their marketing claim as “the world’s local bank” into a specific country perspective that is Bangladesh
Why do consumers choose HSBC over other foreign and local banks
An assessment of their overall operation and positioning in Bangladesh
1.3 STUDY DESIGN
This report is designed as an exploratory research paper where the objective is to explore or search through a problem or situation and to provide insights and understandings on the
The Brand Positioning of HSBC
REPORT PRELIMINARIES
situation. In this report, the positioning of HSBC as the world’s local bank and as a competitive bank in Bangladesh is explored using secondary data, qualitative searches, etc.
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