HSBC wants to be known as the world’s local bank and this tagline reflects HSBC positioning as a globe spanning financial institution with a unique focus on serving local markets. The Hong Kong and Shanghai Banking Corporation Ltd (HSBC) was established in 1865 to finance the growing trade between China and the United Kingdom and currently, it is the second largest bank in the world. In spite of serving more than 100 million customers through 9500 branches in 79 countries, the bank works hard to maintain local presence and local knowledge each area.
Its fundamental operating strategy is remaining close to its customers. As chairman Sir John Bond said “our position as the World’s local bank enables us to approach each country uniquely, blending local knowledge with a worldwide operating platform. ” Ads for the HSBC campaign depict two different ways of culture Profile of company and the description of the market where HSBC operates HSBC has got over 7. 500 offices in 87 countries. It is very widespread and has around 220. 000 shareholders in 124 countries and territories.
It provides a full range of financial services being Personal Financial Services, Commercial Banking, Corporate Investment Banking and Markets Private Banking. HSBC mainly operates in Europe, Hong Kong, Asia-pacific region, Australia and America. It is interested in the emerging markets of Asia-Pacific region and is continuously heavily investing in these regions. The major top UK competitors of HSBC are Barclays and Royal Bank of Scotland and Those are the corporations operation where HSBC carefully investigates and tracks at all times.
However HSBC is not a bank that follows the ideas and the management manners of its competitors. HSBC Holdings PLC has shown steady growth in share price over the last five years and clearly indicates that a company is worth investing in. HSBC Group also demonstrates constant growth and is a very reliable corporation. These enable us to recommend investing in HSBC because of its growth opportunities and bright profitable prospects. The HSBC banking corporation is on third position in the world in regard to assets ownership. Almost 22% of HSBC’s profits have been derived from Hong Kong, which is a well known operational centre.
Known as the world’s local bank, HSBC has a history of helping millions of customers globally in order to achieve their financial aspirations. They understand the importance and functioning of different markets through their experience in international trade. As a result, HSBC has grown into a company or banking institution that has the deepest respect for different cultures and people connected to these cultures. Their motto is to look at their customers as individuals and strive towards providing them with a personalised service and credit card products that will fit each of their specific needs.
Simultaneously, HSBC Group has been trying to build up a good reputation in the US and conquer the markets of HSBC – North America, proudly stands one of the top 10 financial services companies in the United States. Its combined team reached more than 53,000 employees works with the common goal of meeting the needs for about 100 million customers. After achieving the goals in US, the company focused on developing countries and is more interested in the emerging markets of Asia-Pacific region and is continuously heavily investing in these regions. Furthermore HSBC is considering moving its head office from London to Hong Kong.
Britain’s greatest bank, warned key shareholders that this was unsatisfying full-year results have made arguments for shifting HSBC’s domicile to Hong Kong “unsatisfying”. The investors have been shocked by the swift gear-change in HSBC’s review of its domicile but some others have already told the HSBC that they would sponsor the move. Some other investors said that they understood the move and that the bank had been a change of tone as HSBC reviews its domicile. UKs capital terms for the main banks, now is one of the greatest in the world and according to the Basel terms, is expected to go even higher.
Although HSBC refine to the investors that if the terms in Hong Kong is more relaxed requirements, that can cost less and develop more profit by making it the best use of its balance sheet. The loss of HSBC’s head office in London, despite the fact that abused for months because of the raise in financial arrangements, would be a severe blow to the Coalition which, admitting some of its banker criticism is relying on a private-sector-led recovery. However, HSBC supported that it elects to stay in UK and told that an approaching change in its position was entirely hypothetical. Marketing environment of HSBC
The most important intention of the report is to investigate the business environment of HSBC Holdings PLC. HSBC Holdings also is one of the market leaders in today’s banking world. HSBC head office it can be found at London’s Canary Wharf on the HSBC tower. HSBC stands for Hong Kong and Shanghai Banking Corporation, which was established by a man from Scotland, named Thomas Sutherland, in 1865. The report presents information about the company’s activities, financial performance and market environment. Going through few major topics will provide investors with reasonable overview.
The first part of the main body will primarily focus on the Company’s Profile and Activities, afterwards the analysis of macro-environment and the micro-environment of the company, evidence of an audit of key competences within the company followed with the recommendations and conclusion. Macro-Environment Analysis PEST ANALYSIS POLITICAL Government is responsible for protecting the public interest. Political stability affects business decision. Consumer protection. Regulations of business activities. ECONOMIC Competitor activity. Competition for resources. Savings.
Unemployment numbers. SOCIAL Work life balance. Trends in consumer behaviours. Leisure. Lifestyle. TECHNOLOGY Technological arrange is speeding up. Technology develops now products (internet). Improved communication. Internet business. POLITICAL ANALYSIS HSBC banking has been sheltered by the regulations and policies made by different governments in the countries where they are working. The company has been able to remain to the policies agreed by each government to make sure that the company will be able to accomplish business operation successfully and effectively.
HSBC Company also formulates their own defence strategies besides any governmental restrictions and limitations. ECONOMIC ANALYSIS Being one of the world’s leading and completive businesses in conditions of banking and finance HSBC said to have a secure and successful economic strength. In spite of lots of dangers that they meet in many parts of the world, the management of HSBC make what they need to be able to go beyond such struggles and to have a better economic condition and create a shield against unemployment. SOCIAL ANALYSIS HSBC is being affected by the circumstances of the society in which they are in use.
By the side of this HSBC tries harder to make sure that each society is given the same chances to take the benefit of the resources given by the organization. The company adhere to having good name and relations in the society that belong to secure that everything will be customary and under control. TECHNOLOGICAL ANALYSIS The urgent situation of information technology, internet and generally the improvement of technology effects how HSBC has been working in the past years. The company search for different systems and used internet to get to their costumer all over the world and also help them know the latest trends in the global business.
Except from these, the company also uses special facilities which help then to advance their productions and operations and also make them to achieve their goal. Technological breakthroughs can create new industries which might prove a danger to presented organizations. To summarise PEST analysis looks at the business strategies to understand the environment that the company is working and also to take the advantages and benefits to minimize the threats and the dangers for the business. Micro-Environmental Analysis -Porter’s Five Forces
Potential entrants HSBC has many threats from Tesco, Sainsbury’s and a large number of other markets consider to enter into banking industry as a result of high profits that the specific kind of industry offers. Large super-markets in UK seek to enter without considering that those threats sometimes breakdown organisations such as HSBC. Although, HSBC received several threats from the market, they were still able to create high standards for the competition. Strong branding images are used from HSBC, so the company will not result in loss of customers.
Bargaining power of customers An organisation created a value which has affected the occupation from one of the two important forces customers’ power. The role of this force contains the customers concentration along with the size. In other words, HSBC managed their customers as a result of allowing the company to gain customer loyalty. The strategy that was used by HSBC allows them to have a chance becoming a world leader in banking industry. Threat of substitutes: Another significant threat that HSBC faces is that competitors provide new products and services.
This threat gives the opportunity to the company to work hard as a result of being sustain to its position. HSBC’s strategy focuses on the four different customers’ sections. Bargaining power of suppliers: Customer power mirrors to supplier power. This force focus on two important points. The first one is the significant size and concentration of suppliers and the second one the differentiation in the materials being supplied. HSBC use the strategy of charging markets with different prices according to differences of the price of each buyer. Rivalry among current competitors:
There have many rivals in the banking and financial sectors. HSBC used efficient strategies to ensure its leadership position in the market among rivalries. Moreover, due to the capabilities of other rival companies, HSBC develops strategic plans to confirm that they are permanently being the first choice of their customers in banking industries. Nowadays, as we cross the mountain of financial crisis, a number of banks went to liquidation . SWOT Analysis STRENGTHS International Finance. Record Profits. Listed in London. China. WEAKNESSES Poor Performance. Brand Name.
OPPORTUNITIES Growth on emerging economies. Biggest Bank in Middle East. Low mortgages interest rates. THREATS Moving back to China. New Regulations. Fewer Revenues from the integration of financial markets. STRENGTHS International Finance Since HSBC is a global company itself is well qualified to advise other companies on aspects of international business. With offices around the world, for the international client HSBC often cannot be defeated in this area. HSBC knows how to succeed in Mergers and Acquisitions (M & E) and the organic and the effective development.
Record Profits Last year, HSBC experienced the most profits ever for a UK high street bank. HSBC have revealed their profits more than doubled in 2010 to ? 10 billion with every region in the black for the first time since 2006. Listed in London HSBC is listed primarily in London and Hong Kong stock exchanges, which saves the company a lot of grief in complying with new U. S. legislation Sarbanes-Oxley law. Many companies have chosen to list on foreign stock exchanges, except America, because of expensive new regulations. China HSBC has 140 years of experience in China.
Since China is the place to be today for companies and banks, HSBC benefits for being so old Chinese company and accepted by the Chinese people. The best news for HSBC is that, like other companies grow in China, it does too. The reason this happens is that it wins new customers and new global opportunities with each passing day. The HSBC has the largest network of any foreign bank in China and deeply understands the Chinese market and the customer. In a world that is increasingly going the way of China, this is quite a boon to HSBC. WEAKNESSES Poor Performance
There is a poor performance in the section of “personal finance services”. HSBC try to fix these problem years ago. But the problem is there every year. Brand Name While it is certainly a global company, HSBC came late in the game to decide to execute a comprehensive marketing strategy and take advantage of the global brand. Because he had created so many different banks in different countries at different times over a period of one hundred years, which set them up with different names – Hong Kong Bank of Canada, the British Bank of the Middle East, etc. Not even all of these banks prior to 1998, bore the logo of HSBC.
In 1998, they were all branded together, but the previous lack of branding and name changes can damage the HSBC brand recognition. Customers may have thought that HSBC was responsible local bank and did not realize that HSBC had already serving for decades. OPPORTUNITIES Growth on emerging economies Apart from the growing Chinese middle class Brazilians and Indians have begun to appear as consumer culture, and thus increases wasteful consumers. Some residents of those countries in the past does not even own a bank account, but companies such as HSBC is ready to move in and benefit from the growing middle class in these areas.
In places like Argentina and Turkey, HSBC experienced pre-tax profits by 50% in the past years. This is where it grows more. Biggest Bank in the Middle East The other banks are removed from the Middle East. However, HSBC has been running regional activities at the local level and have been rewarded for his efforts with numerous awards and honours for the Middle East market. HSBC is a trusted name there, and the company benefited from new democracy in Iraq by establishing a presence in the country. HSBC is the largest international bank in the Middle East. Low Mortgages Interest Rates
The low mortgage interest rate increases the revenues and market’s shares. HSBC has made some records on this. THREATS Moving Back to China The banking colossal HSBC has been most explicit threat yet that it might move its headquarters from London because of the narrowing regulatory noose. New Regulations The investors of HSBC have been warned that future profitability will be affected by the new global policies designed to make the sector of financial more secure, but smoothed the blow with the promise of increasing dividends. Marketing Mix Of HSBC Marketing:
HSBC was known as one of the biggest banking and financial services organization in the global. It has more than 9,800 offices worldwide and employs over 253, 000 people in 85 countries in the world and nowadays, the competition of banking company is very demanding and challenging. Therefore, many different organizations should be used strategic management so that compete effectively and successfully in theirs. In order to competing with other organization successfully, HSBC was able to use many strategies such as Marketing Mix, SWOT Analysis, PESTLE Analysis, and Porters Five Forces Analysis.
These strategies focus on four customer groups include Private Banking, Personal Financial Services, Commercial Banking, and Corporate & Investment Banking and Markets, and these will help HSBC reach their organization goal. In Marketing Mix once the company is ready to choose business strategy, it has to begin planning the details of marketing mix or 4Ps (Kotler at el. 2008). The main aspect of Marketing Mix is product, price, place and promotion that the firm combine to produce the response it wants in the target of market segmentation. Product
HSBC uses hexagon symbol which means one of the world leading brands for customer experience, corporate social responsibility and represents brand recognition. HSBC provide a full range of service, such as personal finance, commercial banking, corporate investment banking and markets, private banking, insurance, mortgage, credit cards and so on. Price In Price and Service Strategies, normally a low price will attract more customers, but HSBC did not focus on pricing strategy. They decided to use service strategy. For example, employee in HSBC serve customer with the best service. Place
HSBC comprises around 9,800 offices in 85 countries especially Hong Kong, China, and UK. HSBC group moved its headquarters from Hong Kong to London. Also, HSBC provide the facility of “Internet Banking” where customers can access their account 24 hours per day and 7 days per week without going bank. Promotion Advertising is the best way to do promotion. HSBC also used many kind of advertising for their promotion, such as billboard, TVC, print ad, newspapers, spot radio and also website. In addition, HSBC sponsored with many company and exhibition, such as Jaguar, HSBC Women’s Champions.
Segmenting, Target Markets and the behaviour of customers in segmenting of HSBC Marketing: The market segmentation can help the marketing manager to determine the best marketing mix for organizing and serving the unique segment. This process is dividing the markets into the segments for the potential customers and has the objective for improving the competitive position of the company which can serve its customer better customer service. Market Segmentation is a subgroup of people or organizations sharing one or more characteristics that cause them to have similar product needs.
Generally, the segmentation strategy is the division of the defined market in the smaller groups for the potential users of the products and can exhibit significant and meaningful variables which can represent the increased and measurable opportunity for the products positioning or investing the resources within the organization and can raised the forecasted marketing achievement objectives in the entire organizational goals of the business. The information technology is considered to be one of the major tools for the functionality scale worldwide of the company.
It has its own website and it also has the e-business for internet, interactive, PC internet, and the telephone banking. In order to achieve the company’s marketing objectives, the organization needs to develop its marketing strategy or the marketing program that is centre to the detailed specification of marketing mix and it also includes the internal control as well as the procedures for assuring of effectively implemented and part of this is the market segmentation whereas if this is properly controlled or implemented, then it will greatly contribute to the achievement of the overall goals and the marketing objectives of HSBC.
Many of the analyst believed that most of the financial institutions rely mainly on the generic marketing strategies. For the past years, HSBC is known as having the strong brand which can maintain the string perception for the minds of the customers. This can take the time for establishing much resource in keeping be remembering by the other customers as the local banks as well as managing in transferring the brand equities to the corporate brands.
The Market Segmentation is the centre for the strong development of marketing strategy which involves the identification of the customers’ perception, needs, expectation, and the buying behaviour in order for them to group homogeneously for the customers who can be satisfied as well as marketed to the similar manner. Therefore, there had been expectation that the one segment can differ from the another activity to the customers profile and to
the buying behaviour which has the connection to the sales and marketing activity in establishing these customers which is an ample factor for having these knowledge. The market segmentation is not only to group the customers but to shrewd the certain segment for the development of the clear brands position which as part of the integral process of market segmentation.
The company now can launch the marketing strategies which use the marketing segmentation for managing its growth for strategic outlook. This can be done by the deliberation of the revenue generation culture and maintaining the prudent risk or the market risk while investing further to the people. The company has focused on the customers’ needs as a main issue for their development and had been done by dividing the customers in their location and with respect to their culture.
In this regard, the company had recognized that most of the customers want to have the long term relationship to the company, ambitious and confident, and has the high productivity and focused to the marketing. In the detailed telephone interview, the respondent noted that the market segmentation of the company for the products and services for the groups of different location worldwide are effective and most of the generated profits had been use in overseas subsidiaries.
In this regard, the company can manage to capitalize the presence overseas as well as the local knowledge and the expertise so that they can bring the new customers for opening the new accounts as well as looking at the other services and products that offered by HSBC. The company also had been optimistic that most of the customers prefer HSBC for the long term experience and having the well trained staff added to the lower charges and to the broad range of the products.
Lastly, this market segmentation is considered to be generic wherein it greatly depends on the region for the several subsidiaries of the location of HSBC and some of the strategies are put to good. In 2003, HSBC had invested huge amount for proprietary relationship to the customers and to their management system so that the customers are managed efficiently. Therefore, they handled greater customer care and process of financial requirements in order to generate the customers’ satisfaction.
For example, In UK HSBC generated much customers contacts for more than one million and led to the expansion of the existing relationship while the internet goes to the heart of every customers and their convenience which is important channel to the customers. In this manner, the e banking of HSBC can be available for the 17 territories and countries worldwide. The commercial banking is one of the strengths of the company which includes the incorporated business as the partnership, sole traders, trading entities, and associations.
In this area of business, the company main contacts to the customers are the network managers’ relationship which managed and established to the local branch level or the expansion of the commercial banking centres so that they can meet their future and existing customers into their international reach while the corporate and investment banking can prove that the company can give the competitive advantage which can provide services for 25,000 subsidiaries and 1,200 customers for more than 50 countries.
Because product managers can understand customers needs, then the group is supporting the teams through investing into the increase automation for the software and to the risk management, to the intranet site, to the central support of relationship management and having the geographical knowledge. In line with the private banking, the relationship to the managers can operate on the cross border basis in order to serve requirements which specialize for the clients for the different sectors which are all in line to the differentiated approach of the group into the international private banking.
Because of increasing the customer base for the company, it build services centre for every particular transactions. In order for the company to remain competitive, it had invested that it can introduce the company in the introduction of the supporting and functionality expansion. The company had compelled to the metric of high level which can provide the actionable data. In line with this, HSBC had surveyed 27,000 customers all over the 24 countries which consist of customers’ experience.
The findings that presented by are higher cost-t-serve goes across the entire aspect of HSBC in the professional or personal experience. Upon the movement of the company in its segmentation to the other regions, its product and services had been aligned to the needs of the market segments as the needs to banking through information technology. Through this service, the design for the right distribution channel in reaching the every distinct group so that they can stay contact.
This segmentation had been essential to every single business detail that runs the bank in recognizing its long term growth. Conclusion and Recommendation for improvements of HSBC: In conclusion we would like to state that HSBC Group is in constant search of further development and its key data of latest year’s financial performance proved that they are succeeding in their aims, as the company is showing increase in almost all aspects of its business. It has shown steady growth in total profits in all most important regions of operation.
It has also achieved large earnings per share increase over the last five years. The company has recently made a successful growth in the Middle-East region and expects continuous growth in profits from that region. In Asia all business segments exceeded and also contributed to overall function of the HSBC Group. From our point of view, in a company that has reached such huge size and success, there is not much that can be improved, considering their financial performance.
It is worth mentioning, that HSBC Group should give more attention to the rapidly developing internet banking system. The information presented in this report is enough to make the final decision and as far as we are concerned it is good and reliable company to invest in. It is a perfect long-term investment. HSBC Group has around 220. 000 shareholders in over 124 countries and this only adds to its reputation and proves its trustworthiness.