ABN North America

Published 05 Jan 2000
Reference 4420
Topic Marketing
Industry Banking
Region North America
Summary

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.

Teaching objectives

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.

Keywords
  • Bank Marketing
  • Risk and Marketing
  • Market Segmentation