Phân tích SWOT và chiến lược marketing sản phẩm thẻ của ngân hàng phương nam e

Phân tích SWOT và chiến lược Marketing sản phẩm thẻ của ngân
hàng Phương Nam -

INTRODUCTION
Regional and international economic integration is inevitable trends of
Vietnam, joining the WTO has been opened up for Vietnam's economy in
general and the banking industry in particular opportunities and challenges.
Along with the trend of integration over the past year, in Vietnam, the bank
card services’ bỉrth and development have to meet partialy payment needs in
general and electronic payments in particular, facilitating in the promotion of
the commercial activities of enterprises at home and abroad.
The faciliyies of bank card activity brings is great: fast, convenient,
accurate and safe. Therefore, the bank card has developed very quickly;
especially in recent years, in Vietnam, the growth of development of card
market has reached record levels, as of 30/6/2011, that number was up to
nearly 36 million cards, folded 7 times higher than in 2006 (Ms. Nguyen
Thu Ha, Chairman of the bank card). This proves that the Vietnamese people
are gradually accepted with this modern means of payment and make sure
this market in the coming years will be the potential card market for banks in
Vietnam. However, actual implementation of activities have encountered not
a few difficulties, it may be due to the habit of using the cash of the
Vietnamese people, it also may be that the Bank has not had a reasonable
strategy to develop this service… For this reason, I choose Southernbank
international Debit Mastercard (Southernbank Debit Mastercard) of my

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Southern Join Stock commercial Bank (Southern Bank) – as my research for
this topic. The article is divided into four parts:


Part 1: GENERAL INTRODUCTION



Part 2: SOWT ANALYSIS AND APPLYING SOWT TO
ANALYSE SOUTHERN BANK DEBIT MASTER CARD
Part 3: STRATEGIC MARKETING OF SOUTHERN BANK



FOR SOUTHERNBANK DEBIT MASTERCARD CARD
Part 4: CONCLUSION



I.

GENERAL INFORMATION

I.1 General Information on Southern Bank
Southern Bank based in 279 Ly Thuong Kiet - District 3 - Ho Chi
Minh City, was founded in 1993 with initial capital of 10 billion. Up to now,
Southern Bank became a joint stock commercial bank developing strongly,
sustainably and create the trust of customers. Charter capital of Southern
Bank is currently the 3,212.479 billion Vietnam dong, network activity 137
branches, offices and subsidiaries across the country. The total assets of the
Bank has reached more than 72,159,068 billion Vietnam dong.
The total number of professional staff of the southern bank is 2000.
Officers have undergraduate and postgraduate constitute 93%, regularly

trained professional in your own training centre in South Bank.
Products and services of Southernbank are quite varied and caters for
all needs and always upgrade the products and services of quality in order to
deliver to customers the best facilities:
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- Personal customer service: (product loans, savings, account payment,
money transfer service);
- Enterprise: customer service (the service guarantee, money transfer,
payment of deposit, loan products, international payments);
- High-tech products including the 3 services: Phone Banking, Internet
Banking, Mobile Banking;
- Buying and selling gold and Forex trading;
- Other services (rental, ATM cards, iron drawer pay services, services
Western Union).
1.2 Introduction on The Card Center of Southern Bank (CCSB)
The CCSB is a newly born division, establish in 2004. However, the
CCSB provided products, services card meet the demand of the trend of the
market and the world.
In particular, recent years, the Southern Bank has released many cards
catering to demand of payment of the customers such as: local debit cards;
international

prepaid

cards

Southerbank

Prepaid

MasterCard

and

Southerbank Debit MasterCard.
Although, Southern Bank released many strong card products. But, to
be sustainable development and to promote its core strengths, Southern Bank
has identified Southernbank International Debit MasterCard as the core
product in development strategies for payment card market.
Southernbank Debit MasterCard cards is a product of perfect
combination of two features: (i) global payment and (ii) using the account

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balance on the same product. Therefore, the customer is fully active and
manage their spending.

Southernbank Debit MasterCard as means of payment replacing cash,
appropriate for the customer’s shopping, travel, work and study abroad
without carrying cash. Besides, Southernbank Debit MasterCard also gives
clients with the utility as follow:
-

Payment of goods/services at more than thirty (30) million
points of MasterCard (POS) such as: supermarkets, shops,
restaurants, hotels, Airlines Agents, resorts, hospitals, clubs ... in
Vietnam and more than 220 countries around the world;

- Easy payment when shopping on internet;
- Withdraw money at more than 13,000 ATM simple in Vietnam and
millions of ATM logos MasterCard worldwide;

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- Money in the account card to enjoy preferential interest of
Southern Bank.
II. SOWT ANALYSIS AND APPLYING SOWT TO ANALYSE
SOUTHERN BANK DEBIT MASTER CARD
2.1 What is SWOT?
SWOT analysis (also called the SWOT matrix) is a method of
analyzing the strengths, weaknesses, opportunity and threats – Wikipedia, in
which:

- Strengths: What are advantages of the business? Any resource that is
the strength of the businesses? The advantages are usually formed
when compared to competitors;
- Weaknesses: What are weaknesses of the busines? It is necessary to
consider the weak points of the business on the basis of inside and
outside;
- Opportunities: Basing on the strengths of the businesses seeking out
what are business opportunities? Opportunities in the growing trend of
the market at present and the future;
- Threats: What are challengesthat businesses facing to? The risk from
the competition and alternative products. What is risk of technological
change?
2.2. Analysis on Southern Bank DebitMaster Card

Application of SWOT model analysis will help the Southern Bank to
review intrinsic elements of Southern Bank DebitMaster Card, include:
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strengths, weaknesses of that. Besides, SOWT analysis also indicates
opportunity as well as challenges that Southern Bank Card DebitMaster
Card are having to put out marketing strategy suited to the Southern Bank
Card DebitMaster Card products.

S - Strengths
- To be a member of the Master Card.
- To be a member of the payment network
of Banknet and Smartlink.

W – Weaknesses
- Southern Bank is a rather new brand
on the market of banking and
finance.

- Global payment and use the account

- Market segmentation is still limited

balance on the same products helping

(mainly forcus on the market of Ho

customers with fully active and manage

Chi Minh City and the Western

your spending.

Provinces).

- Strategic shareholder is UOB Bank of
Singapor (count for 23% of shareholder).

- The value – added services of
Southern Bank Card DebitMaster
Card is limited.
- Financial resources and personnel
for

Southern

Bank

Card

DebitMaster Card still not invested
adequately.
O - Oppotunities

T – Threats

- As members of the Master Card Union;

- Suffer from the big competition

Banknet payment and Smartlink will

from rivals those have strong brands

create opportunities for development and

and much experience as: VCB Debit

serve customers worldwide.

MasterCard;

Sacombank

Debit

MasterCard…
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- Reinforce the confidence of customers

- Subject

to

competition

from

that help to promote Southern Bank

substitute products like: overdraft

brand.

cards; Vista.

- Southern Bank will approach the high
level of management expertise, finance
resources and modern technology to
develop

Southern

Bank

DebitMaster

- Not meet the variaties of customers’
demands.
- Risk
of
personnel.

losing

experienced

Card.
- Developing value-added services from the
Southern Bank DebitMaster Card such as
money transfer for study abroad; currency
converter ...

III. MARKETING STRETEGY OF SOUTHERN BANK FOR
SOUTHERNBANK DEBIT MASTERCARD.
3.1 Potential of Vietnam Bank Card market and Target Customers
3.1.1 Potential of Vietnam Bank Card market
In Vietnam, the pressure of compettition to provide banking services
and the rapid development of information technology, 2010 was the year of
"boomming" of banking retail services. According to the research results of
the market of an American firm Research & Market, the Vietnam card
market is evaluated as a leading dynamic market, with the growth of about
18.5% from now to 2014. The number of payment card has increased doubly
from 2008 equal to 14.7 million cards up 33 million cards in 2011, more
than 12,000 automatic teller machine (ATM) and 50,000 points accept
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payment by card (POS), in which more than 20 banks deploying Internet
Banking, and 8 Banks implimenting Mobile banking at the various levels
(according to statistics of the State Bank as of September2011).
According to Ms. Karolyn Seet, analysis expert of the credit rating
Moody's, the credit market retail has much potential to exploit, and the
growth of retail banks is expected to reach 30-40%.
3.2.2 Target Customers
There is an increasing in potential economic market in general and
card market in particular and therefore needs of customers also increasingly

diversely . To be able to offer their card products to customers on a more
diversity, Southern Bank should focus on expanding its target customer. For
Southern Bank DebitMaster Card, Southern Bank has identified the
following target groups of customers:
-

The target groups of customers are foreign company, overseas
business;

-

The group of individual clients are foreigners;

-

High-income domestic customer groups;

-

Group of students that are studying abroad.
3.2.3 Marketing Mix – Promotions Stretegy for Southern Bank
DebitMaster Card
With potential market growth can be reached 30-40% in the coming

years, according to Ms. Karolyn See. The opportunity to develop the market
for Southern Bank DebitMaster Card is very potential. SOWT analysis
shows that Southern Bank had strengths to be a member of the Alliance of
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International Cards, such as Master; Banknet payment, Smartlink and its
shareholders, the UOB Bank Singapor has potential of capital and
technology. However, due to particularity is that Southern Bank is a fairly
new brand in the market of bank, therefor Southern Bank DebitMaster Card
encountered many difficulties and challenges at present as: limitation of
market segmentation; suffer from strong competition from rivals that have
strong brands and be experienced as: VCB Debit MasterCard; Sacombank
Debit MasterCard ... To enhance trade promotion strategies (promotions) in
the marketing mix will help Southern Bank overcome weaknesses and limit
challenges are posed for the Bank.
Trade promotion/sales support (Promotions): trade promotion/sales
support is all activities aimed at ensuring that customers get to know about
the Southern Bank DebitMaster Card of Southern Bank, to have a good
impression on the card and use the service of the Southern Bank for longterm.
Due to the Southern Bank is also fairly new brand on the bank and
financ market, especially in the North. Therefore, tied to trade promotion
strategies - Promotions of the Southern Bank is a effective communication
stretegy -Communication.
To implement the strategy of trade promotion (promotions) for the
South Bank DebitMaster Card, South Bank need to focus on doing well the
work of communications to promote brands and products to pull customers
on its products, specifically include the following activities:
- Its is need for Southern Bank to invest for advertising, public
relations, namely: advertising on television, radio, newspapers, the
bulletin on Southern Bank DebitMaster Card to its target customers.
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- Funding for the television and radio channels are public track,
especially the target clients, funding for programs for friendly clients.

- The communication of Southern Bank must ensure interaction, twoway communication between Bank with its customers. Banks
listening to aspirations and needs of the customers and "tell" to the
customer is that the product will satisfy the mind, aspirations. Which,
then Bank will achieve thoroughly understanding and deeply feeling
from the customer for the product and the brand of the Bank.
IV. CONCLUSION
To create a place in our customers should
have a marketing strategyand product development in the long
term. Analysis on the result hasseen the advantages and disadvantages
of Southern Bank Debit MasterCard. Hopefully Bank Board will choose
a path for card product

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REFERENCE

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%2FNewdetail&p_itemid=57503926&p_siteid=293&p_persid=42972397&p_lang
uage=vi
2.
3.Marketing Principles- Philip Kotler- 1996

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