ABN’s world wide strategy is to serve the largest multinational companies. However it has become unprofitable. This pressure sends the branches looking for more risky loans. The case provides a description of ABN’s credit approval process details of servicing their different segments of credit customers and the dilemmas that ensue.
1. Market segmentation is a service industry which is becoming very competitive. 2. Interaction between strategic marketing choices and the bank’s organisation and policies. 3. The relationship between marketing strategy and risk in banking.
- Bank Marketing
- Risk and Marketing
- Market Segmentation