Amro Handelsbank

Published 05 Jan 2000
Reference 4663
Topic Marketing
Industry Banking
Summary

AMRO Handelsbank is facing a dilemma. Some managers would like to grow the private banking business while others deem the strategy unfeasible. The question focuses on the bank’s ability to lure net worth individuals away from Germany’s leading private banks.

Teaching objectives

AMRO Handelsbank is facing a dilemma. Some managers would like to grow the private banking business while others deem the strategy unfeasible. The question focuses on the bank’s ability to lure net worth individuals away from Germany’s leading private banks.

Keywords
  • Private Banking
  • Market Segmentation
  • Consumer Behaviour
  • Corporate Image