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From Situational Analysis to Marketing Strategy

From Situational Analysis to Marketing Strategy

For this task, you will be required to assume the role of the marketing manager for a hypothetical mid-sized retail bank. You will need to identify the various trends and environmental impacts that are affecting retail banking and then decide upon a suitable course of action – that is, a competitive marketing strategy.

Because it is a hypothetical retail bank, you have some scope to determine “how” the bank will compete. Obviously, you...

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