[국제마케팅] DBS은행 마케팅 전략 사례 분석

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레포트 > 경제경영계열
2010.06.23
25페이지 / pptx
1,400원
42원 (구매자료 3% 적립)

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소개글

[국제마케팅] DBS은행 마케팅 전략 사례 분석에 대한 자료입니다.

DBS STRATEGY:
Strengthening its Position In the Chinese Banking Industry

-Company Overview

-The Chinese Banking Industry

-Why SME loan Market?

-Strategy Proposal

-Conclusion

본문내용

DBS is the largest bank by group assets both within Singapore and South East Asia

Development Bank of Singapore, headquartered in Singapore
Set up in 1968 as a development- financing institution led by the Singapore government
Incorporated with its asset management entity and securities entity under the “DBS Group”
Largest bank by group assets (S$257 bn at Dec.08) both within Singapore and South East Asia

Consumer Banking
Institutional Banking
Central Operations
Central Treasury Unit
Global Financial Markets

Encouraged by deregulatory provisions by the Singapore government to bring in competition and globalization

DBS’s market position in Singapore
- Huge base of saving deposits: Ranks top in terms of aggregate amount of consumer deposits
- Largest lender with S$28.3b in the interbank market
- Ranked top of banking entities operating in Singapore in number of IPO deals in 2007

Operating in 16 countries throughout the world :

China, Dubai, Hong Kong, India,
Indonesia, Japan,
South Korea, Malaysia,
Myanmar, Philippines,
Taiwan, Thailand,
Vietnam,
United Kingdom,
United States

Key regional markets : Singapore and Hong Kong

Its strategic focus for the future growth is on Indonesia and China, both of which DBS recently entered

As a bank that specializes in Asia, DBS leverages its deep understanding of the region, local culture and insights to serve and build lasting relationships with its clients

Provides the full range of services in corporate, SME, consumer and wholesale banking activities across Asia and the Middle East

Also active in capital markets, with extensive product origination and risk management capabilities

High quality asset: Highest credit rates among the region, credit rated AA- or Aa1
Sound financial structure: conservative approach when classifying NPLs

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