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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 will have no real internal environment (corporate appraisal) information to work with. But keep in mind, because they are a mid-sized bank, they will have limited resources compared to the major banks. Therefore, they cannot match everything that a large bank is able to do and offer.

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