ABN AMRO Bank: The Tulipstad District

Published 12 Jan 1996
Reference 4664
Topic Marketing
Industry Banking
Region Europe
Length 33 page(s)
Language English

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.

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