Marketing strategies used in Maltese banks

Abstract

A bank has to establish clearly and wisely a sound marketing strategy so that eventually all the products that would have been introduced will be utilised by the right clients. Therefore, it is very important for a bank to establish a target market. This will be analysed in the dissertation to see clearly how banks will collect any relevant data. For a bank to succeed, an outstanding planning of marketing strategies and various distribution channels must be established. As a result, in this dissertation we will examine various types of marketing strategies used by Maltese retail banks. In addition the study will compare the attributes of large Maltese retail banks compared to small Maltese retail banks from a marketing perspective. A significant pre-requisite that one has to keep in mind is the costs that the bank will incur when it applies the adjusted strategies. Due to the large and continuous competition that a bank faces constantly, it has to have broad, innovative ideas and competitive prices that will attract the majority of users. Moreover, there are various means of how a bank can deliver its services. In fact, we will analyse what type of delivery channels Maltese retail banks provide to their customers.