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Launching a Product in New Market

In: Business and Management

Submitted By padmashali
Words 1424
Pages 6
MARKETING PROJECT
BANK – GROUP 3 LAUNCH OF SME LIABILITIES IN QATAR

 This report provides the details on Launch of SME liabilities in Qatar  A SWOT analysis has been provided to identify immediate action items.  STP analysis on launch of the product  A marketing plan devised from the 7Ps is outlined in this report to provide a practical and feasible way to launch the product in Qatar.  Numerical targets and qualitative targets are stated clearly as objectives.  Sales Plan  Revenue and Pay back analysis
2

EXECUTIVE SUMMARY

Strengths * Well known brand name in local market * Great SME experience in UAE market * Well established SME asset to back launch of liabilities

Weakness * Limitation in terms of distribution network – 4 branches. * Not been fully able to position itself correctly – More known for Retail. * Technologically weak in terms of alternative channels.

S.W.O.T
Opportunities * Leverage UAE Technology for differentiation and cost reduction. * Launch suite of products to meet E2E requirement of SME clients Threat * Local & government banks hold 80% of the market share. * Lower margins on liabilities

* Back office support from UAE ‐ * 40% growth expected in SME sector Slower TATs will adversely effect in next 3 years. customer experience.
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SEGMENTATION TARGETING POSITIONING

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 SEGMENTATION
Geographic Demographic Psychographic
• Different industrial areas of Qatar where SMEs are highly based.

• SE customers ageing 35‐60 years of age • Business Turnover: 1 million – 10 Million QR

• New business owners • Existing Asset base customers

5

 TARGETING
• • • • • • • Establishments / Sole Proprietorship Partnerships & Limited Liability Companies Free Zone Establishments or companies Under Formation LLC companies Branch for Foreign Companies Off Shore Companies Non resident companies
6…...

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