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Re: Swot Analysis

4863 words - 20 pages

Student ID Number: 1130873/1
Module Subject: Marketing Essentials

Lord Ashcroft International Business School

Marketing Essentials
Module Code: BB115009S
Academic Year: 2011/2012
Semester: Two
Student ID Number: 1130873/1

Contents

1

Student ID Number: 1130873/1
Module Subject: Marketing Essentials
Contents……………………………………………………………………….…….2-3
1. Company overview
1.1 History- summary…………………………………………………….…..4
1.2 Branches……………………………………………………….………….5
1.3 Vision and ...view middle of the document...

…….15
3.4 Drives through agencies (Malaysia and Oversea)…….…………….15
4. Budget plan…………………………………………………...……………..16
4.1 Implementation………………………………………………………….16
4.2 Financial forecast……………………………………………………….17
4.3 Cost analysis…………………………………………………………….18

5. Gap analysis……………………………………..………………………….19
5.1 The recommendation and future marketing strategy….……………20
5.1.1 Price………………………………………………………………20
5.1.2 Place…………………………………..…………………………21
5.1.3 Product…………………………….…………………………….21
5.1.4 Promotion…………………..………………………………...…21
6. Summary………………………………..……………………………………22
7. Reference…………………………..………………………………………23-24
8. Appendix……………………..………………………………………………25
8.1 Brands (product and services)………….……………………………..25
8.2 Business description………………….…………………………...…..26

2

Student ID Number: 1130873/1
Module Subject: Marketing Essentials

1.0 Section 1- Company overview
1.1 History-summary
CIMB Group Holding Berhad (Commerce International Merchant bankers BHD)
has a lot of process to be a regional universal bank operating in high growth in ASEAN.
A history that speaks of a pioneering spirit in Malaysian’s banking landscape of
synergistic achievement.
The first branches was open in Kuching Malaysia in 1924 by using name is
BianChiang Bank by Wee Kheng Chiang by manage the business financing and
issuance of bills of exchange. In 1986, Bank of Commerce replaced Bank Pertanian as
the controlling shareholder of Pertanian Baring Sanwa Multinational, following which its
name was changed to Commerce International Merchant Bankers Bhd (CIMB). These
companies become modern and thriving financial institution in 1990 century and
operation in Malaysia and Singapore.

3

Student ID Number: 1130873/1
Module Subject: Marketing Essentials
In 2000 century, this banking company made the new brand such as CIMB
Niaga, and launch CIMB Islamic in 2003. There also formatting of CIMB-Principal
(2004) International Investment banking operation (2004), restructuring CIMB Group
exercise and launch of CIMB Group as a Regional Universal Bank in 2006. In 2007, this
bank was launch of CIMB Foundation. Principal Islamic Asset Management was launch
in 2008 and in 2009, CIMB Thai officially launch and launched of CIMB Singapore. In
2010, the first branch was open in Phnom Penh on 19 November (CIMB Annual Report
...

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