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Market Entry Strategy for SEA Bank - Customer & Product Analysis

Market Entry Strategy for SEA Bank - Customer & Product Analysis Experience the real job as a consultant by working on simulated projects and get the best preparation for your dream job in consulting!
4.1 5 85
4.1 (85 ratings)

Our client is a South-East Asia bank based in Bangkok, Thailand. The bank is called The Asian Bank or TAB and is one of the three largest consumer banks in Thailand. The bank is currently developing a new 5-year master strategy to define its future path. As part of that masterplan, the Head of Retail is looking at the expat/retiree segment as a potentially untapped segment. Thailand has a large number of expats and retirees working there so he thinks that this segment could be something interesting for the Bank's Retail division.

If the segment is attractive, the bank will most likely enter the market with tailored products towards the foreigners living and working in Thailand. However, due to the lack of internal capacity, the Head of Retail has hired our firm to conduct a market study to assess whether the market is attractive enough. If so, we are required to develop a first version market entry strategy on how to tackle this. The outcomes of this study will be used in meetings with the Bank's CEO & President and the Board of Directors.

Our entire project consists of two deliverables:
A) We need to conduct a customer & product analysis to assess how attractive the segment is.
B) We need to develop a market entry strategy to tap into the segment.

The project simulation is quite extensive and covers all aspects of a real life engagement. This particular project took 3 months to complete in real execution, but it will take much less time for us of course.
The project simulation has two parts. In the first part we will work on Deliverable A and in the second part we will tackle Deliverable B.

During this project simulation you will learn how to work with larger data sets, primary & secondary research. You will learn how to create a projection or estimation model in Excel. You will learn how to recognize or indicate a market that is attractive. You will learn how to use your analysis to come up with a strategy and finally, you will learn how to create an implementation plan using KPIs and project management tools.

Go to project "Market Entry Strategy for SEA Bank - Strategy Development"