ABN AMRO Bank: The Tulipstad District

Published 12 Jan 1996
Reference 4664
Topic Marketing
Industry Banking
Region Europe
Summary

The Tulipstad Distric, a disguised name, is used as a “pilot” for the merger of two Dutch banks: ABN and AMRO. The financial structure of the two networks is detailed in the case and the Microsoft Excel Software. The software allows exploring the product/market portfolio of the two banks and defining the target portfolio of the new merged entity.

Teaching objectives

1. Quantitative implementation of market. 2. Segmentation and portfolios. 3. Profitability analysis.

Keywords
  • Marketing financial services
  • Market segmentation
  • Mergers and acquisitions
  • Portfolio analysis