Banking Services across International Borders: A Marketing Plan for CREDIPEMI 360º
Metadatos
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Metadatos
Título
Banking Services across International Borders: A Marketing Plan for CREDIPEMI 360ºAutoría
Tutor/Supervisor; Universidad.Departamento
Mestre Segarra, María ÁngelesFecha de publicación
2019-07-17Editor
Universitat Jaume IResumen
The main objective of this master’s thesis is to suggest a marketing plan for the
banking entity Caixa Rural Vila-real, which belongs to Grupo Cooperativo
Cajamar, to internationalize its presence beyond Spanish ... [+]
The main objective of this master’s thesis is to suggest a marketing plan for the
banking entity Caixa Rural Vila-real, which belongs to Grupo Cooperativo
Cajamar, to internationalize its presence beyond Spanish borders. By doing so,
the aforementioned entity would be able to implement its successful working
model to foreign markets. In order to do so, CREDIPEMI 360º, banking service
for businesses offered by the analyzed corporation, has been taken as its main
product to attract potential customers. Bearing this idea in mind, this study has
taken the Italian market as the first target towards a major internationalization
process. In order to achieve this goal, external and internal analyses of the current
situation of the company have been conducted. After that, a global overview of
the situation of the firm has been reached by elaborating a SWOT analysis. Then,
after having completed the previously mentioned steps, Italy has been selected
as the most convenient country in order to increase the revenues of the firm
internationally thanks to the CAGE distance framework and a study of
Hofstede’s cultural dimensions. In addition, a segmentation of the Italian market
has been accomplished in order to, later on, target the potential customers and
position the products and image of the firm. Furthermore, the main SMART
marketing objectives have been stated so as to formulate the relevant marketing
strategies related to the product, brand, distribution, price and communication
decisions. What is more, a financial projection has been formulated for the
correct internationalization process of Caixa Rural Vila-real to the Italian
market. Finally, the conclusive remarks reached in the study, as well as its
limitations and suggestions for further research, have been included. [-]
Palabras clave / Materias
Descripción
Treball Final de Màster Universitari en Llengua Anglesa per al Comerç Internacional. Codi: SAR016. Curs: 2018/2019.
Tipo de documento
info:eu-repo/semantics/masterThesisDerechos de acceso
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info:eu-repo/semantics/restrictedAccess