Marketing Essentials: How to Segment the Global Banking Market



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Market segmentation has become a highly critical task in today's globalized banking market and requires precision in spotting/assessing the opportunities in each segment. This report provides a standard framework to identify the best country, define bank tiers and focus on the right bank categories.

Table of Contents

  • Analysis
    • Introduction
      • Challenges
      • Implications
    • Background and Context
    • Best Practices
      • Step 1: Segment by Country
      • Step 2: Segment by Bank Tier
      • Step 3: Segment by Bank's Customers
      • Step 4: Segment by Bank's Ownership
      • Step 5: Segment by Bank's Geographic Focus
    • Bringing the Steps Together
    • Conclusion
  • Recommended Reading
© 2011 Gartner, Inc. and/or its Affiliates. All Rights Reserved. Reproduction and distribution of this publication in any form without prior written permission is forbidden. The information contained herein has been obtained from sources believed to be reliable. Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartners research may discuss legal issues related to the information technology business, Gartner does not provide legal advice or services and its research should not be construed or used as such. Gartner shall have no liability for errors, omissions or inadequacies in the information contained herein or for interpretations thereof. The opinions expressed herein are subject to change without notice.

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