Comparison of Corporate Image Between Hang Seng Bank and Bank of East Asia
HTMG2010A Group analytical report | Comparison of corporate image between Hang Seng Bank and Bank of East Asia | [Our way out to promote BEA personal banking] | | For Alan Chan, BEA | [2010-11-19] |
|
Executive Summary
Purpose
In the view that the Bank of East Asia (referred to as BEA) is currently losing customers to Hang Seng Bank (referred to as HSB), this report is written to identify possible causes, which is highly correlated with the corporate image. Ways of improvement will also be suggested to rectify the situation such that our market share can be secured.
Major Findings
It was found that corporate social responsibility and the marketing strategy are the major factors that contribute to a bank’s corporate image. We analyze corporate social responsibility in depth by looking into the community investment and environmental performance; while promotion and bank identity will be discussed in the part under marketing strategy.
Conclusion
It is found that the participation of Hang Seng Bank in corporate social responsibility is of a larger scope and better known by the general public, due to its comprehensive promotion and. HSB is enjoying high identity for its financial strength, while BEA is yet to reinforce its credibility to the general public.
Recommendations
Mainly two aspects are to be improved, the first one being the overall financial strengths which helps us to cope with potential turmoil and to enhance the trustworthiness among the general public; the second aspect is image building through more active participation in various community activities.
Introduction
Local personal banking plays an important role in commercial banks business, but our company is losing local Hong Kong customers recently. After reviewing the statistics report, it was found that our existing and new customers have decreased by 20% and were absorbed by one of our rivals, Hang Seng Bank (HSB). Therefore, the purpose of this report is to
|
Executive Summary
Purpose
In the view that the Bank of East Asia (referred to as BEA) is currently losing customers to Hang Seng Bank (referred to as HSB), this report is written to identify possible causes, which is highly correlated with the corporate image. Ways of improvement will also be suggested to rectify the situation such that our market share can be secured.
Major Findings
It was found that corporate social responsibility and the marketing strategy are the major factors that contribute to a bank’s corporate image. We analyze corporate social responsibility in depth by looking into the community investment and environmental performance; while promotion and bank identity will be discussed in the part under marketing strategy.
Conclusion
It is found that the participation of Hang Seng Bank in corporate social responsibility is of a larger scope and better known by the general public, due to its comprehensive promotion and. HSB is enjoying high identity for its financial strength, while BEA is yet to reinforce its credibility to the general public.
Recommendations
Mainly two aspects are to be improved, the first one being the overall financial strengths which helps us to cope with potential turmoil and to enhance the trustworthiness among the general public; the second aspect is image building through more active participation in various community activities.
Introduction
Local personal banking plays an important role in commercial banks business, but our company is losing local Hong Kong customers recently. After reviewing the statistics report, it was found that our existing and new customers have decreased by 20% and were absorbed by one of our rivals, Hang Seng Bank (HSB). Therefore, the purpose of this report is to